TABLE OF CONTENTS

Chapte

Chapter Name

r No.

Pag
e
No.

1.

CERTIFICATE
ACKNOWLEDGEMNT
PREFACE
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

16
16
16
16

3.

Findings & Discussions

17

4.

Recommendations

37

Limitations
Conclusions

38
39

BIBLIOGRAPHY

40

9.

1.1

2
12
13
15

Company Profile

Motorola Inc.
Type

Public (NYSE: MOT)

Founded

1928

Headquarters

Schaumburg, Illinois, United States

[1]

Key people

Industry

Greg

Brown,

President

and

Co-CEO

Sanjay Jha, Co-CEO

Telecommunications
Embedded

systems

Microprocessors
Products

Mobile

phones

Two-Way

radios

Networking Systems
Market cap

$15 billion USD (2008)

Revenue

$36.622 billion USD (2007)

Operating
income

$553.0 million USD (2007)

Net income

$49.0 million USD (2007)

Employees

66,000 (2008)

Website

www.motorola.com

MOTOROLA Electronics a wholly owned subsidiary of MOTOROLA Electronics

was established in January, 2003 after clearance from the Foreign Investment Promotion
Board (FIPB). The trend of beating industry norms started with the fastest evernationwide launch by MOTOROLA in a period of 4 and 5 months with the
commencement of 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
2

for its eco-friendly 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 Eco-friendliest 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 Rock-Ola, 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
5

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 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.
10

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

11

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
12

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.

13

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.
14

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 fixed-licensing 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.

15

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:
16

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.
17

18

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.

19

2.)

Which company handset are you using?

Brand of handset used

nokia

samsung

sony ericsson

others

motorola

10%
12%
44%
22%
12%

Figure 2
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.

20

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.

21

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.

22

Frequency of changing a handset

a week

a month

20%

six months

a year

18%

22%
40%

5.)

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

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.

23

Brand for next handset preffered

nokia

samsung

sony ericsson

others

motorola

12%
36%
28%
14%

10%

6.)

To

which handset will you move?

Figure 6

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?

24

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 purchase 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?
25

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.

26

Features Preferred
camera

bluetooth

mp3

8%

mms

others

24%

12%
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.

27

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.

28

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 is 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.
29

30

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.

31

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.

32

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-toPerson 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
33

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

34

tones sound great and truly make your phone unique. Mp3 ring tones phones are in major
demand by the customers.

SWOT ANALYSIS
35

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: 36

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.

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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 are 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.
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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

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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
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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

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