MINOR PROJECT REPORT

On

BRAND PREFERENCE OF MOBILE PHONES

WITH SPECIAL REFERENCE TO

MOTOROLA PHONES

Prepared by

Salman Ansari

B.B.A (Gen.), IIIrd Semester

Enrollment No. - 06121401714
Date - __________

Faculty guide:
Ms. Silky Kaur

Guru Gobind Singh Indraprastha University

Jagannath International Management School
OCF, Pocket 9, Sector-B, Vasant Kunj, New Delhi, Delhi
110070

Guru Gobind Singh Indraprastha University

CERTIFICATE

This is to certify that ANSHUL GUPTA student of

Advanced Studies

Tecnia Institute of

has worked under my supervision and guidance on Brand

preference of Mobile Phones with special reference to MOTOROLA PHONES."
He was in constant touch with me and the matter embodied in this report is original
and authentic and same recommended for evaluation.
I wish him all the best in his entire future Endeavour.

Dr. Ajay Rathore

(Dean Academics)
(T.I.A.S)

ACKNOWLEDGEMENT
Project work is never the accomplishment of an individual rather it is an
amalgamation of the efforts, ideas and co-operation of a number of
entities.
I would like to thank GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY for giving an opportunity to work on a valuable
project.
The completion of the project study that follows, seemed to be a distant
goal had it not been for the contribution of Dr. Ajay Rathore for allowing
me to work on a very intrinsic part on BRAND PREFERENCE OF MOBILE
PHONES with Special reference to MOTOTROLA PHONES.I thank him for
the ideas and basic concepts he delivered and shared with me, as they
helped me a lot in accomplishing this project of mine.

(Anshul Gupta)

PREFACE
The project gives an insight of the telecom sector through Motorola India ltd. It basically
helps understanding the brand preference of consumers with regard to mobile phones. It helps
us to know what are the basis on which a customer chooses a particular brand when he
purchases a new handset.
The project will help to learn about the growing telecom sector in India. The research will also
bring to light what all factors a customer considers at the time of purchase of a new mobile
phone.

TABLE OF CONTENTS
Chapte

Chapter Name

r No.
CERTIFICATE
ACKNOWLEDGEMNT
PREFACE
1.

INTRODUCTION

1.1 Company profile

1.2 Introduction
1.3 Scope of industry
1.4 Objective
2.

RESEARCH METHODOLOGY

2.1 Sample size

2.2 Sample location
2.3 Research type
2.4 Data Types
3.

Findings & Discussions

4.

Recommendations

Limitations
Conclusions
9.

BIBLIOGRAPHY

1.1 Company Profile

Motorola Inc.
Type
Founded
Headquarters

Public (NYSE: MOT)

1928
Schaumburg, Illinois, United States
[1]

Key people

Industry

Greg Brown, President and Co-CEO

Sanjay Jha, Co-CEO

Telecommunications

MOTOROLA
Electronics a wholly
owned subsidiary of
MOTOROLA
Electronics was
established in January,
2003 after clearance
from the Foreign

Embedded systems
Microprocessors
Products

Mobile phones
Two-Way radios
Networking Systems

Market cap
Revenue
Operating
income

$15 billion USD (2008)

$36.622 billion USD (2007)

$553.0 million USD (2007)

Board (FIPB). The trend

of beating industry
norms started with the
fastest ever-nationwide
launch by MOTOROLA
in a period of 4 and 5
months with the
commencement of

Net income

$49.0 million USD (2007)

Employees

66,000 (2008)

Website

Investment Promotion

www.motorola.com

operations in May 2003.

MOTOROLA set up a
state-of-the art

manufacturing facility at Greater Noida, near Delhi, in 2004, with an investment of Rs 500
Crores. During the year 2001, MOTOROLA also commenced the home production for its ecofriendly Refrigerators and established its assembly line for its PC Monitors at its Greater
Noida manufacturing unit.
The Greater Noida manufacturing unit line has been designed with the latest technologies
at par with international standards at Korea and is one of the most Eco-friendly units
amongst all MOTOROLA manufacturing plants in the world.
The year 2001 witnessed MOTOROLA becoming the fastest growing company in the
consumer electronics, home appliances and computer peripherals industry. The company
had till the month of October 2001 achieved a cumulative turnover of Rs 5000 Crores in
India since its inception in 2003 , making it the fastest ever Rs 5000 Crores clocked by any
company in the Indian consumer electronics and home appliances industry. Having
achieved this milestone, MOTOROLA achieved another benchmark with the first ever
sales of One Lakh ACs (Windows and Splits) in a calendar year. MOTOROLA is poised to
surpass its turnover target of Rs. 2700 Crores this year and clock a turnover of Rs. 3000
Crores.
This year, MOTOROLA has emerged as the leader in Colour Televisions, Semi Automatic
Washing Machines, Air Conditioners, Frost-Free Refrigerators and Microwaves Ovens. In
Colour Televisions having set the sales target of one million units of Color Televisions for
2002, MOTOROLA has already achieved the one million mark in the month ahead of its
target.

MOTOROLA Electronics India is the fastest growing company in the consumer

electronics, home appliances and computer peripherals industry today.

 MOTOROLA Electronics is continually providing superior technology products & value

for money to over 50 lac households in India.
Mr. K.R. Kim, Managing Director, MOTOROLA Electronics said, "I am extremely
pleased with our performance in 2006 as we have been able to sustain growth
during a year of slowdown in the consumer electronics and home appliances
industry." He added, "Our growth record has led us to expand manufacturing presence
in India. We have accordingly reinforced our sales and distribution network through the
concept of area offices to reach out more Indian consumers in semi urban and rural
India."

History
Motorola started as Galvin Manufacturing Corporation in 1928. The name Motorola was
adopted in 1947, but the word had been used as a trademark since the 1930s. Founders Paul
Galvin and Joe Galvin came up with the name Motorola when their company started
manufacturing car radios. A number of early companies making phonographs, radios, and
other audio equipment in the early 20th century used the suffix "-ola," the most famous being
Victrola; RCA made a "radiola"; there was also a company that made jukeboxes called RockOla, and a film editing device called a Moviola. The Motorola prefix "motor-" was chosen
because the company's initial focus was in automotive electronics. Many of Motorola's
products have been radio-related, starting with a battery eliminator for radios, through the first
walkie-talkie in the world, defense electronics, cellular infrastructure equipment, and mobile
phone manufacturing. The company was also strong in semiconductor technology, including
integrated circuits used in computers. Motorola has been the main supplier for the
microprocessors used in Commodore Amiga, Apple Macintosh and Power Macintosh personal
computers. The chip used in the latter computers, the PowerPC family, was developed with
IBM and in a partnership with Apple (known as the AIM alliance). Motorola also has a
diverse line of communication products, including satellite systems, digital cable boxes and
modems

Products
Motorola creates several different products for use of the government, public safety officials,
business installments, and the general public. These products include cell phones, laptops, and
radios.

Spinoffs
Motorola developed the first truly global communication network using a set of 66 satellites.
The business ambitions behind this project and the need for raising venture capital to fund the
project led to the creation of the Iridium Company in the late 1990s. While the technology was
proven to work, Iridium failed to attract sufficient customers and they filed for bankruptcy in
1999. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the
ON Semiconductor (ONNN) business August 4, 1999, raising for Motorola of about $1.1 Billion.

Further declines in business during 2000 and 2001, caused Motorola to spin off its government
and defense business to General Dynamics. The business deal closed September 2001. Thus GD
Decision Systems was formed (and later merged with General Dynamics C4 Systems) from
Motorola's Integrated Information Systems Group
On October 6, 2003, Motorola announced that it would spin off its semiconductor product sector
into a separate company called Free scale Semiconductor, Inc.. The new company began trading
on the New York Stock Exchange on July 16th of the following year.

Quality systems
The Six Sigma quality system was developed at Motorola even though it became best known
through its use by General Electric. It was created by engineer Bill Smith, under the direction of
Bob Galvin (son of founder Paul Galvin) when he was running the company. Motorola University

is one of many places that provide Six Sigma training.

Ratings from interest groups

Motorola received a 100% rating on the Corporate Equality Index released by the Human Rights
Campaign in 2004, 2005 and 2006 , starting in the third year of the report.

Motorola is known around the world as an innovator and leader in wireless and broadband
communications. It is committed to helping the people get and stay connected simply and
seamlessly to the people, information and entertainment they want and need. Motorola do this
by designing and delivering "must have" products, "must do" experiences and powerful
networks with a full complement of support services as well. A Fortune 100 company with
global presence and impact, Motorola had sales of US$42.8 billion in 2006.

Enterprise Mobility Solutions:

This group includes the mission-critical communications offered by government and public
safety sectors and Motorola enterprise mobility business. Motorola design, manufactures, sell,
install and service analog and digital two-way radio as well as voice and data communications
products and systems. Motorola delivers mobile computing, advanced data capture, wireless
infrastructure and RFID solutions.

Home & Networks Mobility:

Operators today are being asked by their subscribers to deliver bandwidth-intensive,
experience-based services regardless of the network architecture. Motorola is uniquely
positioned to capitalize on this trend, providing integrated, end-to-end systems that
seamlessly and reliably enable uninterrupted access to digital entertainment, information and
communications services over a variety of wired and wireless solutions. Motorola designs,
manufactures, sells and services digital video system solutions and interactive set-top
devices; voice and data modems for digital subscriber line and cable networks;
and, broadband access systems (including cellular infrastructure systems) for cable and

satellite television operators, wire line carriers and wireless service providers. With these
solutions, Motorola empowers consumers by connecting their homes easily keeping
contacts, content and services within reach.

Mobile Devices:
As a pioneer in wireless communications, Motorola has transformed the cell phone into an
icon of personal technology an integral part of daily communications, data management
and mobile entertainment. Motorola not only designs, manufactures sells and services
wireless handsets, but also licenses its vast portfolio of intellectual property. Our collection
spans all cellular and wireless systems and includes integrated software applications as
well as one a large complement of Bluetooth-enabled accessories. We offer
customers innovative product designs that deliver "must have" experiences, such as mobile
music and video enabling seamless connectivity at work or at play.

COMPANY SUCCESS

World's Most Admired Companies, Fortune Magazine, 2008

America's Most Admired Companies, Fortune Magazine, USA, 2007

Yitzhak Rabin Israeli National Quality Award, Israel Society for Quality, Israel, 2007

Strongest Brands, Business Week, USA, 2006

Top 500 Innovators: No. 12, InformationWeek, USA, 2006

Most Shareholder-Friendly Companies: No. 1, Institutional Investor, USA, 2006

Corporate Award: Outstanding Contributions, IEEE Standards Association, USA, 2006

Deal of Distinction Award: Patent generation and robust licensing program, Licensing
Executives Society, USA and Canada, 2005

National Medal of Technology : Highest honor for technological innovation, Presented

by President George W. Bush, USA, 2004

HOME AND NETWORKS MOBILITY

Winner: WiMAX Flexible Point Access System, Best of WiMAX World Europe Awards,
2007
Excellence in Technology Innovation Ongoing Achievement: WiMAX Flexible Access
Point System, EOS Awards, NXTcomm Chicago, 2007
Industry Innovation Award: WiMAX Distributed Network Architecture, exchange
Magazine, Best of WiMAX World Awards, USA, 2006
Home-Networking Winners: Mot SVG2500 Wireless VoIP Cable Modem Gateway and
Mot SBV5400 VoIP Cable Modem/ Cordless Phone System, International CES Design
and Engineering Awards, 2006
Winner: Best Home Wireless Product, CES Mark of Excellence Awards, 2006

 Product of the Year: VoIP Open-Application Enabling Platform, Internet Telephony,

USA, 2005

RESEARCH AND DEVELOPMENT

100 Most Technologically Significant Products of the Year: Printed Active Displays,
R&D 100 Awards, 2007
Nano50 Award: Motorola Labs' NED technology, Nanotech Briefs, 2006
Malaysia Leadership in ICT R&D Award: Motorola Software Center, Multimedia
Development Corporation, 2006
Best of ITS Research & Innovation Winner: MOTODRIVE, ITS America Awards, 2006

 Innovation Excellence Award, Mobile Devices: Motorola China Research Center,

Excellent Innovation Team Awards, 2005

CORPORATE RESPONSIBILITY
Corporate responsibility means harnessing the power of our global business to benefit
people. It also means doing the right thing in all aspects of our business, including how we
treat the environment, our employees, our customers, our partners and our communities.

 Top 100 Corporate Citizens: No. 4, Corporate Responsibility Officer Magazine, USA,
2007
Outstanding Safety Practice Award, National Safety Council, USA, 2006
Top 10 Most Socially Responsible Businesses, National Business Social Responsibility
Survey, Israel, 2006
Corporate Social Responsibility Certificate, Mexico Center for Philanthropy, 2006
Platinum Health Award, Health Promotion Board, Singapore, 2006

MOBILE DEVICES

Winner: CNET Peoples Voice Award, ROKR E8, Consumer Electronics Show (CES),
2008

Winner: CNET Best of CES, Cell phones and Smartphones category, ROKR E8, Consumer
Electronics Show, 2008

Winner: Top 20 Products of CES Editor's Choice Award, ROKR E8, Popular Mechanics
magazine, 2008

Winner: Best of CES 2008: Best Cell Phone, ROKR E8, LAPTOP magazine, 2008

Winner: 2008 CES Best of Innovations Design and Engineering Award, headphones
category, MOTOROKR S9, Consumer Electronics Show, 2008

Winner: Best of CES, Bluetooth transfer category, Motorola T815, Smartphone-based

navigation system featuring MOTONAV, Bluetooth Special Interest Group (SIG), 2008

Best Ultra Low Cost Handset, 3GSM Global Mobile Awards, 2006

Winners: MOTORIZR and MOTOKRZR K1m, International CES Design and Engineering
Awards, 2006

Winners: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE, International

CES Design and Engineering Awards, 2006

Best of What's New: MOTO Q, Popular Science Magazine, 2006

Unique Product Winner: Motorola Audex Protective Gear, Bluetooth SIG Best of CES
Awards, 2006

First Place Hardware/Mobile Phone: SLVR L7, CTIA Wireless E-tech Awards, 2006

Editor's Choice, Mobile Phone: RAZR V3 Black/Pink, CNET, 2005

Best in Class: RAZR V3 Silver, PC News Weekly, 2005

Mobile Innovations Award: RAZR v3 Silver, Mobile News Awards, 2005

1.2 INTRODUCTION
HISTORY OF CELLULAR TELEPHONY IN INDIA
Cellular Telephony
The technology that gives a person the power to communicate anytime, anywhere - has
spawned an entire industry in mobile telecommunication. Mobile telephones have become an
integral part of the growth, success and efficiency of any business / economy.
The most prevalent wireless standard in the world today, is GSM. The GSM Association
(Global System for Mobile Communications) was instituted in 1987 to promote and expedite
the adoption, development and deployment and evolution of the GSM standard for digital
wireless communications.
The GSM Association was formed as a result of a European Community agreement on the
need to adopt common standards suitable for cross border European mobile communications.
Starting off primarily as a European standard, the Group Special Mobile as it was then called,
soon came to represent the Global System for Mobile Communications as it achieved the
status of a world-wide standard. GSM is today, the world's leading digital standard accounting
for 68.5% of the global digital wireless market.
The Indian Government when considering the introduction of cellular services into the
country, made a landmark decision to introduce the GSM standard, leapfrogging obsolescent
technologies / standards.

Although cellular licenses were made technology neutral in September 2005, all the private
operators are presently offering only GSM based mobile services. The new licensees for the
4th cellular licenses that were awarded in July 2001 too, have opted for GSM technology to
offer their mobile services.

Cellular Industry in India

The Government of India recognizes that the provision of a world-class telecommunications

infrastructure and information is the key to rapid economic and social development of the
country. It is critical not only for the development of the Information Technology industry, but
also has widespread ramifications on the entire economy of the country. It is also anticipated
that going forward, a major part of the GDP of the country would be contributed by this
sector. Accordingly, it is of vital importance to the country that there be a comprehensive and
forward looking telecommunications policy which creates an enabling framework for
development of this industry.

1.3 Scope of the study

The scope of the research is based on the telecom industry and it throws light on the brand
preference of mobile phones with respect to Motorola.

Significance of the study:

Significance to the industry
My research will help the telecom industry to know the current scenario of customers with
respect to brand preference of mobile phones, with respect to Motorola.

Significance for the researcher

Wide exposure to the telecom industry.
Studying about the brand preference of Motorola mobile phones through the
respondents.

INDUSTRY PROFILE
In the early 1990s, the Indian government adopted a new economic policy aimed at improving
India's competitiveness in the global markets and the rapid growth of exports. Key to
achieving these goals was a world-class telecom infrastructure.
In India, the telecom service areas are divided into four metros (New Delhi, Mumbai,
Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India. The
circles are further classified under "A," "B" and "C," with the "A" circle being the most
attractive and "C" being the least attractive. The regulatory body at that time the
Department of Telecommunications (DOT) allocated two cellular licenses for each
metro and circle. Thirty-four licenses for GSM900 cellular services were auctioned to 22
firms in 1995. The first cellular service was provided by, Modi Telstra in Kolkata in August
1995. For the auction, it was stipulated that no firm can win in more than one metro, three
circles or both. The circles of Jammu and Kashmir and Andaman and Nicobar had no
bidders, while West Bengal and Assam had only one bidder each.
In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok
Sabha, and the president officially announced the TRAI ordinance on 25 January 2003.
The government decided to set up TRAI to separate regulatory functions from policy
formulation, licensing and telecom operations. Prior to the creation of TRAI, these
functions were the sole responsibility of the DOT.

 High license fees and excessive bids for the cellular licenses put tremendous financial
burden on the operators, diverting funds away from network development and
enhancements. As a result, by 2005 many operators failed to pay their license fees and
were in danger of having their licenses withdrawn. In March 2005, a new telecom policy
was put in place (New Telecom Policy 2005). Under this new policy, the old fixedlicensing regime was to be replaced by a revenue-sharing scheme whereby between 8-12
percent of cellular revenue were to be paid to the government.

1.4 OBJECTIVES
The Primary Objective was to study the perception & buying behavior of customers towards
various mobile brands with special reference to MOTOROLA.
The Secondary Objectives of this study were to identify:
Factors that influence decision-making in purchasing a mobile phone.
Major features, which a customer looks for in a mobile before making a purchase.
Brand awareness of MOTOROLA mobile phones in the market.
Factors, which help in increasing the sale of mobile phones.
Various Sources from which mobiles are purchased.

CHAPTER 2: RESEARCH METHODOLOGY

Title Brand preference of Motorola mobile phones.
Title Justification This title is justified as it tells about the customer preference towards
Motorola mobile phones as compared to other brands.

SAMPLING METHODOLOGY:
2.1 Sampling Size 25 respondents
2.2 Sampling Area - Delhi and N.C.R.
Sampling Technique - Random Sampling technique

2.3 RESEARCH DESIGN: Visited the customers across Delhi and NCR & gathered information required as per the
questionnaire.
The research design is probability research design and is descriptive research.

2.4 DATA COLLECTION:

Primary data has been used by me in the form of Questionnaire & Observation, which are
the two basic methods of collecting primary data, which suffices all research objectives.
Secondary data sources like catalogue of the company, product range book of the company
& various internet sites such as motorola.com & google.com have been used.

CHAPTER 3: FINDINGS AND DISCUSSIONS

FINDINGS
Nokia, Samsung, Motorola and Sony Ericsson are the favorite as brands among the
customers in Delhi Market, closely followed by others.
The brand awareness of MOTOROLA mobile phones seems to be almost 100%.
The general opinion about MOTOROLA mobile phones is that it is either good or
satisfactory.

DATA ANALYSIS AND INTERPRETATION

Analysis based on the questionnaires: -

1.)

Are you using a mobile phone?

ARE YOU USING A MOBLIE PHONE

YES

NO

3rd Qtr

4th Qtr

100%

Figure 1

Interpretation: It was found out that all the 50 respondents were using mobile phones.

CONCRETE TERMS: - Out of 50 respondents all 50 are using a mobile.

2.)

Which company handset are you using?

Figure

Brand of handset used

nokia

samsung

sony ericsson

others

motorola

10%
12%
44%
22%
12%

Interpretation:The above chart (Figure2) shows the percentage of various handsets used by the
respondents.

CONCRETE TERMS: - Out of 50 respondents 22 respondents are using Nokia while

11 are using Motorola, 6 are using Sony ericsson,6 are using Samsung and rest uses the
other brands.

3.)

Are you satisfied?

Satisfaction
yes

no

16%

84%

Figure 3

Interpretation: -

The chart (Figure3) shows maximum number of respondents who were satisfied with their
handsets.

CONCRETE TERMS: - Out of 50 respondents 42 respondents are satisfied with the

handsets they are using while 8 are not satisfied with their handsets.

4.)

Are you aware of the brand Motorola?

AWARENESS
NOT AWARE

AWARE

2%

98%

Figure 4

Interpretation: The pie chart(Figure4) shows the percentage of respondents who were aware of the brand
Motorola.

CONCRETE TERMS: - Out of 50 respondents 49 are aware of brand Motorola.

5.)

In what time you are thinking to change your handset or buying a

new one?

Frequency of changing a handset

a week

a month

20%

six months

a year

18%

22%
40%

Figure 5

Interpretation: The above chart (Figure 5) depicts the respondents buying behavior with reference to time.

CONCRETE TERMS:- Out of 50 respondents 20 changes their handset in a time period

of 6 months, 11 changes their handset in a month, 10 changes their handset in a year while just
9 of them changes their handset in a week.

6.) To which handset will you move?

Figure

Brand for next handset preffered

nokia

samsung

sony ericsson

others

motorola

12%
36%
28%

14%

10%

Interpretation: This chart (Figure 6) depicts the respondents next preference for mobile phones.

CONCRETE TERMS: - Out of 50 respondents 14 respondents are willing to switch over

to Sony Ericsson, 18 are willing to switch over to NOKIA

7.) Where do you generally purchase your handsets from?

Handset purchased from

dealer

grey market

others

12%
16%
72%

Figure 7

Interpretation: This shows (Figure 7) the source of purchase of handset of the respondents.

CONCRETE TERMS: - Out of 50 respondents 36 respondents purchases their handset

from the dealers, 8 respondents purchases their handset from grey market while the rest 6
respondent purchases their handset from the other sources available.

8.) Do you think Motorola mobile phones are value for money?

Motorola's value for money

yes

no

20%

80%

Figure 8

Interpretation: This shows (Figure 8) that maximum respondents consider Motorola mobile phones value for
their money.

CONCRETE TERMS:- Out of 50 respondents 40 considers Motorola mobile phones

value for their money rest 10 respondents contradicts on this.

Features Preferred
camera

bluetooth

8%
12%

mp3

mms

others

24%

12%

44%

9.) What according

to you is the most important additional feature that should be present in a

mobile phone?
Figure 9

Interpretation: This shows (Figure 9) the various additional features which customer takes into account while
purchasing handset.

CONCRETE TERMS: - Out of 50 respondents 22 gives preference to Bluetooth as an

additional feature while purchasing a handset, 12 respondents gives preference to camera, 6
gives preference to mp3, 6 gives preference to mms while the rest 4 respondents prefer to have
some other additional features apart from these.

10.How important is after sales service in the mobile industry?

Figure 10

After sale service

v.imp

imp

average

6%
32%
62%

Interpretation: This shows (Figure 10) that the after sales service is considered to be of prime importance to
the respondents.

CONCRETE TERMS:- Out of 50 respondents 31 considers after sales services very

important while 16 respondents consider it a little less than very important and the rest 3
respondent gives it an average position.

SOURCES FROM WHICH MATERIAL IS PURCHASED

Most of the executives who were surveyed said that they preferred to purchase their material
from a dealer. Distribution of products constitutes an important element of marketing mix of
a firm. After development of a product, the marketing manager has to decide channels or
routes through which the product will flow.
In my survey I found that almost 90% of the customers purchased their material from local
dealers and only 10% of them purchased from the sales representative of the company.
In the Telecom Industry there are usually National & City distributors. A three-tier system is
followed whereby:
Tier 1 Company - - - - - National Distributor
Tier 2 - National distributor --------- Local Distributor
Tier 3 Local Distributor ------------ Dealer
In case of MOTOROLA the Company has been following a very systematic channel approach
whereby only the first two Tiers are involved.i.e
Tier 1 Company ------------ National Distributor
Tier 2 National Distributor ----------- Local Distributor

MOTOROLA s billing of goods are directly billed to the Local Distributor which not only
helps in better interaction with them but also gives the company a more Microscopic focus of
all the happenings along with the Accountability of goods sold. The company through this
practice of its not only able to increase its revenue but is also able to increase its margins
better.

MAJOR BRANDS THAT ARE DEALT BY DEALERS

Most of the executives who were surveyed had almost all the Brands of Mobile Handsets with
them and the final analysis upon which I arrived at was that Nokia is the No.1 selling Handset
in Delhi followed by Samsung, Motorola and Sony Ericsson.
Nokia no doubt has carved a niche for itself over the past 4-5 years with its superior
technology and its loyalty towards the Indian customer which certainly makes it the most
superior brand. The biggest advantage that has worked in Nokias favor is its marketing
strategy, which focuses more on their state of the art Handsets. They were the first company to

come with a mobile with an in-built camera in it and they surely knew how to sell their
product. Today almost all mobile companies have followed suit and come out with their own
in-built camera mobiles.
Nokia is certainly a value for money mobile as more than 90% of the dealers interviewed
agreed on this statement, not only is the after sale service excellent but also the quality and
pricing of products is excellent. In such a scenario not only the existing companies but also the
new entrants such as MOTOROLA, BenQ, Alcatel etc will have to justify their launch in the
long run.

MAJOR FEATURES THAT A CUSTOMER LOOKS FOR IN A

MOBILE
The Market is flooded with all sorts of mobile brands, each trying to showcase and push
forward its own particular brand with umpteen numbers of features. The customer these days
is quite educated and knows about the products quite well and therefore likes to keep himself
abreast with the latest technology available in the market, suiting his pocket need and
requirement. Mobile these days are being added with new features every second day to lure
the customer, and it is due to these very features only that becomes the purchasing factor for
the customer. Some of the most common features that a customer demands these days are:

1. Color Screen Color Screen phones are the latest and the most wanted trend in the
market these days as these phones boast of a High Color Resolution Display so that the
customer can enjoy in his/her phone an exhilarating melange of colors. Most of the color
phones boast of 65000-color display, which makes not only the resolution but also the picture
quality treat to the eyes. Color screen phones are in major demand by the public, which
accounts for at least 50% in the survey conducted.
2. MMS (Multimedia Messaging Service) - With MMS, it is not only possible to send your
multimedia messages from one phone to another, but also from phone to e-mail, and vice
versa. This feature dramatically increases the possibilities of mobile communication, both for
private and corporate use.

3. Integrated Camera The latest in-thing, mobile phones with in-built camera. These
phones serve the twin service of mobile and a camera. One can not only click but also store
photos and even send it to their near and dear ones. Camera phones accounted for at least 10%
respondents in the survey conducted.
4. Tri-Band A tri-band facility is useful for people who are constantly going abroad as a
tri-band enabled handset lets one access the network of another country also and also keeps
you connected with people back home.
5. Size/Weight These days mobile handsets come in various shapes and sizes with
different weights. The needs and requirements of a customer differ from person-to-

Person

as some like bigger sets with minimum weight whereas there are some who prefer lighter sets
with lighter weights.

6. Talk/Stand by Time Customers do pay a lot of attention on talk/stand by time as they

want a mobile, which can last the longest. Companies often promise of talk time

Of 4-6 hrs on various handsets, but ultimately its the customer who has to decide and make
the best choice for him.
7. WAP (Wireless Application Protocol) WAP lets one access the Internet-based services
supported by your network, such as news, weather reports and flight timings etc, even when
you are mobile.

8. Battery Every customer wants his/her battery to last the longest and all mobile
companies fight out promising that their battery backup is the best. A mobile function on a
battery and a cheap and sub-standard battery always makes the customer vary of the
companies products and services.

9. Mp3 Ring Tones An mp3 ring tone is the next generation of ring tones that has better
sound quality than traditional monotone or a polyphonic ring tones. Mp3 ring tones sound
great and truly make your phone unique. Mp3 ring tones phones are in major demand by the
customers.

SWOT ANALYSIS
STRENGTH: A well established brand name helps in promoting a new range of products. MOTOROLA is a
Multinational Company based in South Korea, which is considered to be a technically
advanced country with advanced products to meet the requirement of target customers
internationally.
The company has a wide range of products to suite the purse & the taste of various segments
of customers.
The company has a huge advertisement budget which helps in brand positioning & recall.
It has a well established sales network of more than 4000 dealers & branch offices around the
globe & the company makes such of its products available as are in demand in each particular
area.

WEAKNESS: The company needs to evolve a comprehensive plan & strategy to make inroads into a part
of middle class & upper middle class.

 Lack of production centers in India makes the product costlier as most of the parts have to
be imported.
Lack of R & D centers also makes it difficult to launch new products over here.

OPPORTUNITIES:

The present rate of growth of the Entertainment & Telecommunication Industry & a large
potential available in these areas provides excellent opportunity for the company to widen
its market.

With the fast growing economy the pricing strategy needs to be tackled with care as it can
decide upon long term decisions of the company.
Globalization is yet another opportunity, if failed effectively & promptly.

THREATS: It is natural that threats from the existing as well as new entrants will affect the present
turnover & Market share. The nearest competitors having the identical product range are the
greatest threat to the company.

CHAPTER 4
RECOMENDATIONS
The company should try to reach maximum Consumers in INDIA by making distribution
channel more effective.
The company should continue to work on the Strategy of T.Q.M (Total Quality
Management)
The MOTOROLA is a brand in itself and non-of the other brands are in a position to
compare with it in Quality, Reliability, Brand Image. Even then a number of other brands
are entering the market and are acquiring a good market share. The main reason behind it is
that the distributors of the company are not able to provide regular supply to the retailers in
all the areas.

 Consumers do not get satisfied with the promotional policies of the company. New
techniques of promotion is required to create awareness about the entire range of
MOTOROLA products

LIMITATIONS
A small sample size of 50 customers was considered due to lack of time & resource
constraints.
The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot say that
the same response will exist throughout India.
With regard to uneducated customers it was difficult to get across to them all the features
of their respective mobile phones.

CONCLUSION
Hereby I can conclude from this research that Nokia has the maximum brand preference as
compared to other brands.

Most of the dealers are selling more than one brand. They sell different brands to gain more
volume & more availability to the customers. So dealers preference to push a particular brand
to the customer plays a major role in the mobile market.
According to the dealers advertising & promotional schemes along with other schemes also
affect the consumers willingness. Aggressive advertising put into effect for a long time in the
customers mind, which influence the people, are T.V, Newspapers & magazines.

Consumers prefer a MNC brand due to the quality & technological superior features.
Consumers also judge the after sale service availability of the company before purchasing a
mobile.

BIBLIOGRAPHY
WEBSITES:
Http://en.wikipedia.org/wiki/Motorola
http://www.google.co.in/search?hl=en&q=motorola&meta=
Http://www.motorola.com/content.jsp?globalObjectId=8592-11929
http://www.fonearena.com/motorola-phones.html

COMPANY CATALOGUE & BROCHURES

 http://solutionscatalog.motorola.com/
http://www.nesscoinvsat.com/invsat/default_product_page.asp?pageid=615

ANEXURE
QUESTIONNAIRE
Name: _________________________________
Age: _____yrs
Occupation: _______________

Q1. Are you using a mobile?

Yes
No
Q2. Which company handset are you using?
Nokia
Samsung
Motorola
Sony Ericsson
Others
Q3. Are you satisfied?
Yes
No
Q4. Are you aware of the brand Motorola?
Yes
No
Q5. In what time you are thinking to change your handset or buying a new one?
Within a week
Within a month
Within six months
Within a year
Q6. To which handset will you move?
Nokia
Samsung
Motorola

 Sony Ericsson
Others
Q7. Where do you generally purchase your handsets from?
Dealers
Grey market
Others
Q8. Do you think Motorola mobile phones are value for money?
Yes
No
Q9. What according to you is the most important additional feature that should be present in a
mobile phone?
Integrated camera
Bluetooth
Mp3
MMS
Others
Q10. How important is after sales service in the mobile industry?
Very important
Important
Average