Your SlideShare is downloading. ×
Project report on brand preference of mobile phones with special reference to motorola phones
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Project report on brand preference of mobile phones with special reference to motorola phones


Published on

Project report on brand preference of mobile phones with special reference to motorola phones

Project report on brand preference of mobile phones with special reference to motorola phones

Published in: Business, Technology
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 2.
  • 3. TO WHOMSOEVER IT MAY CONCERNThis is to certify that the minor project report titled “PROJECT REPORT ONBRAND PREFERENCE OF MOBILE PHONES WITH SPECIAL REFERENCE TOMOTOROLA PHONES ” carried out by …………………, has been accomplished under my guidance & supervision as a duly registered BBA student of the Ansal Institute of Technology (I.P.University, New Delhi). This project is being submitted by him in the partial fulfilment of the requirements for the award of the Bachelor of Business Administration from I.P. University.His dissertation represents his original work and is worthy of consideration for the award of the degree of Bachelor of Business Administration.___________________________________(Name & Signature of the Faculty Advisor)Title: ______________________________Date:
  • 4. ACKNOWLEDGEMENTAn individual alone cannot do project of this scale. I take this opportunityto express my acknowledgement and deep sense of gratitude to theindividuals for rendering valuable assistance and gratitude to me. Theirinputs have played a vital role in success of this project.I express my sincere thanks to my project guide …………………. for hergenerous support, constant direction and mentoring at all stages of project.I take this opportunity to thank all dealers, customers who spared theirprecious time to provide me with valuable inputs for project without whichit would have not been possible.I firmly believe that there is always a scope of improvement. I welcome anysuggestions for further enriching the quality of this
  • 5. PREFACEThe project gives an insight of the telecom sector through Motorola Indialtd. It basically helps understanding the brand preference of consumerswith regard to mobile phones. It helps us to know what are the basis onwhich a customer chooses a particular brand when he purchases a newhandset.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 atthe time of purchase of a new mobile
  • 6. CONTENTS 1. CERTIFICATE. 2. ACKNOWLEDGEMENT. 3. PREFACE. 4. INTRODUCTION (a) Company Profile. (b) Introduction. (c) Scope of Industry. (d) Objective. 5. RESEARCH METHODOLOGY (a) Sample Size. (b) Sample Location. (c) Research Design. (d) Data Collection. 6. FINDINGS AND DISCUSSIONS 7. RECOMMENDATIONS (a) Limitations. (b) Conclusions. 8.
  • 7. COMPANY PROFILEMotorola Inc.Type Public (NYSE: MOT)Founded 1928Key People Grey Brown, President and Co-CEO Sanjay Jha, Co-CEOIndustry Telecommunications Embedded Systems MicroprocessorsProducts Mobile Phones Two-Way radios Networking SystemsMarket cap $ 15 billion USD (2008)Revenue $36.622 billion USD (2007)Operating $553.0 million USD (2007)IncomeNet Income $49.0 million USD (2007)Employees 66,000 (2008)Website
  • 8. Projectsformba.blogspot.comMOTOROLA ELECTRONICS a wholly owned subsidiary of MOTOROLAELECTRONICS was established in January, 2003 after clearance from theForeign Investment Promotion Board (FIPB). The trend of beating industrynorms started with the fastest ever-nationwide launch by MOTOROLA in aperiod of 4 and 5 months with the commencement of operations in May2003. MOTOROLA set up a state-of-the art manufacturing facility at GreaterNoida, near Delhi, in commenced the home production for its eco-friendlyRefrigerators and established its assembly line for its PC Monitors at itsGreater 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
  • 9. • This year, MOTOROLA has emerged as the leader in Color Televisions, Semi Automatic Washing Machines, Air Conditioners, Frost-Free Refrigerators and Microwaves Ovens. In Color 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 and 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.”
  • 10. HISTORYMotorola started as Galvin Manufacturing Corporation in 1928. The nameMotorola was adopted in 1947, but the word had been used as a trademarksince the 1930s. Founders Paul Galvin and Joe Galvin came up with thename MOTOROLA when their company started manufacturing car radios. Anumber of early companies making phonographs, radios, and other audioequipment in the early 20th century used the suffix “-ola,” the most famousbeing Victrola; RCA made a “radiola”; there was also a company that madejukeboxes called Rock-ola, and a film editing device called a Moviola. TheMotorola prefix “motor-” was chosen because the company’s initial focuswas in automotive electronics. Many of Motorola’s products have beenradio-related, starting with a battery eliminator for radios, through the firstwalkie-talkie in the world, defense electronics, cellular infrastructureequipment, and mobile phone manufacturing. The company was alsostrong in semiconductor technology, including integrated circuits used incomputers. Motorola has been the main supplier for the microprocessorsused in Commodore Amiga, Apple Macintosh and Power Macintoshpersonal computers. The chip used in the latter computers, the PowerPCfamily, was developed with IBM and in a partnership with Apple (known asthe AIM alliance). Motorola also has a diverse line of communicationproducts, including satellite systems, digital cable boxes and
  • 11. PRODUCTSMotorola creates several different products for use of the government,public safety officials, business installments, and the general public. Theseproducts include cell phones, laptops, and radios.SPINOFFSMotorola developed the first truly global communication network using aset of 66 satellites. The business ambitions behind this project and the needfor rising venture capital to fund the project led to the creation of theIridium Company in the late 1990s. While the technology was proven towork, Iridium failed to attract sufficient customers and they filed forbankruptcy in 1999. Obligations to Motorola and loss of expected revenuecaused Motorola to spin off the ON Semiconductor (ONNN) businessAugust 4, 1999, rising for Motorola of about $1.1 Billion.Further declines in business during 2000 and 2001, caused Motorola to spinoff its government and defense business to General Dynamics. The businessdeal closed September 2001. Thus GD decision Systems was formed (andlater merged with General Dynamics C4 Systems) from Motorola’sIntegrated Information Systems Group.On October 6, 2003, Motorola announced that it would spin off itssemiconductor product sector into a separate company called Free scaleSemiconductor, Inc... The new company began trading on the New YorkStock Exchange on July 16th of the following
  • 12. Projectsformba.blogspot.comQUALITY SYSTEMSThe Six Sigma quality system was developed at Motorola even though itbecame best known through its use by General Electric. It was created byengineer Bill Smith, under the direction of Bob Galvin (son of founder PaulGalvin) when he was running the company. Motorola University is one ofmany places that provide Six Sigma training.RATING FROM INTEREST GROUPSMotorola received a 1005 rating on the Corporate Equality Index releasedby the Human Rights Campaign in 2004, 2005 and 2006, starting in the thirdyear of the report.Motorola is known around the world as an innovator and leader in wirelessand broadband communications. It is committed to helping the people getand stay connected simply and seamlessly to the people, information andentertainment they want and need. Motorola do this by designing anddelivering “must have” products, “must do” experiences and powerfulnetworks – with a full complement of support services as well. A fortune100 company with global presence and impact, Motorola had sales ofUS$42.8 billion in 2006.ENTERPRISE MOBILITY SOLUTIONSThis group includes the mission-critical communications offered bygovernment and public safety sectors and Motorola enterprise mobilitybusiness. Motorola design, manufactures, sell, install and service analogand digital two-way radio as well as voice and data communicationsproducts and systems. Motorola delivers mobile computing, advanced datacapture, wireless infrastructure and RFID
  • 13. Projectsformba.blogspot.comHOME AND NETWORKS MOBILITYOperators today are being asked by their subscribers to deliver bandwidth-intensive, experience based services – regardless of the networkarchitecture. Motorola is uniquely positioned to capitalize on this trend,providing integrated, end-to-end systems that seamlessly and reliablyenable uninterrupted access to digital entertainment, information andcommunications services over a variety of wired and wireless solutions.Motorola designs, manufactures, sells and services digital video systemsolutions and interactive set-top devices; voice and data modems for digitalsubscriber line and cable networks; and, broadband access systems(including cellular infrastructure systems) for cable and satellite televisionoperators, wire line carriers and wireless service providers. With thesesolutions, Motorola empowers consumers by connecting their homes –easily keeping contacts, contents and services within
  • 14. Projectsformba.blogspot.comAs a pioneer in wireless communications, Motorola has transformed thecell phone into an icon of personal technology – an integral part of dailycommunications, data management and mobile entertainment. Motorolanot only designs, manufactures sells and services wireless handsets, butalso licenses its vast portfolio of intellectual property. Our collection spansall cellular and wireless systems and includes integrated softwareapplications as well as one a large complement of Bluetooth-enabledaccessories. We offer customers innovative product designs that deliver“must have” experiences, such as mobile music and video – enablingseamless connectivity at work or at
  • 15. 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,
  • 16. 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,
  • 17. 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,
  • 18. 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,
  • 19. MOBILE DEVICES • Winner: CNET People’s 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 Award, 2006. • Winner: MOTORIZR and MOTOKRZR K1m, International CES Design and Engineering Awards, 2006. • Winner: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE, International CES Desgin and Engineering Awards, 2006. • Best of what’s New: MOTO Q, Popular Science Magazine,
  • 20. • 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,
  • 21. INTRODUCTIONHistory of Cellular Telephony in IndiaCellular TelephonyThe technology that gives a person the power to communicate anytime,anywhere – has spawned an entire industry in mobile telecommunications.Mobile telephones have become an integral part of the growth, successand efficiency of any business / economy.The most prevalent wireless standard in the world today, is GSM. The GSMAssociation (Global System for Mobile Communications) was instituted in1987 to promote and expedite the adoption, development and deploymentand evolution of the GSM standard for digital wireless communications.The GSM Association was formed as a result of a European Communityagreement on the need to adopt common standards suitable for crossborder European mobile communications. Starting off primarily as aEuropean standard, the Group Special Mobile as it was then called, sooncame to represent the Global System for Mobile Communications as itachieved the status of a world-wide standards. GSM is today, the world’sleading digital standard accounting for 68.5% of the global digital wirelessmarket.The Indian Government when considering the introduction of cellularservices into the country, made a landmark decision to introduce the GSMstandard, leapfrogging obsolescent technologies / standards.Although cellular licenses were made technology neutral in September2005, all the private operators are presently offering only GSM basedmobile services. The new licensees for the 4th cellular licenses that wereawarded in July 2001 too, have opted for GSM technology to offer theirmobile
  • 22. Projectsformba.blogspot.comCellular Industry in IndiaThe Government of India recognizes that the provision of a world-classtelecommunications infrastructure and information is the key to rapideconomic and social development of the country. It is critical not only forthe development of the Information Technology industry, but also haswidespread ramifications on the entire economy of the country. It is alsoanticipated that going forward, a major part of the GDP of the countrywould be contributed by this sector. Accordingly, it is of vital importance tothe country that there be a comprehensive and forward lookingtelecommunications policy which creates an enabling framework fordevelopment of this
  • 23. SCOPE OF THE STUDYThe scope of the research is based on the telecom industry and it throwslight 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 ofcustomers with respect to brand preference of mobile phones, with respectto Motorola.Significance for the researcher-  Wide exposure to the telecom industry.  Studying about the brand preference of Motorola mobile phones through the
  • 24. 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 licenses fees and excessive bids for the cellular licenses put tremendous financial burden on the operators, diverting
  • 25. away from network development and enhancements. As a result, by 2005 many operators failed to pay their licenses 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
  • 26. OBJECTIVESThe Primary Objective was to study the perception & buying behavior ofcustomers 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
  • 27. RESEARCH METHODOLOGYTitle Justification - This title is justified as it tells about the customerpreference towards Motorola mobile phones as compared to other brands.SAMPLING METHODOLOGY:Sampling Size – 25 respondentsSampling Area – Delhi and N.C.R.Sampling Technique – Random Sampling TechniqueRESEARCH 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.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 & have been
  • 28. 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
  • 29. DATA ANALYSIS AND INTERPRETATIONAnalysis based on the questionnaires:- 1) Are you using a mobile phone? 50 40 30 Using Not Using 20 10 0Interpretation:-It was found out that all the 50 respondents were using mobile phones.Concrete Terms:- Out of 50 respondents all 50 are using a
  • 30. 2) Which company handset are you using? 45% 40% 35% 30% Nokia 25% Samsung 20% Motorola 15% Sony Ericsson 10% Others 5% 0% 1st QtrInterpretation:-The above chart shows the percentage of various handsets used by therespondents.Concrete Terms:- Out of 50 respondents 22 respondents are using Nokiawhile 11 are using Motorola, 6 are using Sony Ericsson, 6 are using Samsungand rest uses the other
  • 31. Projectsformba.blogspot.com3) Are you satisfied? 45 40 35 30 25 Satisfied 20 Not Satisfied 15 10 5 0 1st QtrInterpretation:-The chart shows maximum number of respondents who were satisfied withtheir handsets.Concrete Terms:- Out of 50 respondents 42 respondents are satisfied withthe handsets they are using while 8 are not satisfied with their
  • 32. 4) Are you aware of the brand “Motorola”? 50 40 30 Aware Not Aware 20 10 0Interpretation:-The above chart shows the percentage of respondents who were aware ofthe brand Motorola.Concrete Terms:- Out of 50 respondents 49 are aware of brand
  • 33. 5) In what time you are thinking to change your handset or buying a new one? 40% 35% 30% 25% 1 Week 20% 1 Month 15% 6 Months 10% 1 Year 5% 0% 1st QtrInterpretation:- The above chart depicts the respondents buying behavior with referenceto time.Concrete Terms:- Out of 50 respondents 20 changes their handset in a timeperiod of 6 months, 11 changes their handset in a month, 10 changes theirhandset in a year while just 9 of them changes their handset in a
  • 34. 6) To which handset will you move? 40% 35% 30% 25% Nokia 20% Sony Ericsson 15% Others 10% 5% 0% 1st QtrInterpretation:-The above chart depicts the respondents’ next preference for mobile phones.Concrete Terms:- Out of 50 respondents 14 respondents are willing toswitch over to Sony Ericsson, 18 are willing to switch over to
  • 35. 7) Where do you generally purchase your handsets from? 40 35 30 25 Dealers 20 Grey Market 15 Others 10 5 0 1st QtrInterpretation:- The above chart shows the source of purchase of handset of therespondents.Concrete Terms:- Out of 50 respondents 36 respondents purchases theirhandset from the dealers, 8 respondents purchases their handsets fromgrey market while the rest 6 respondents purchases their handset from theother sources
  • 36. 8) Do you think Motorola mobile phones are value for money? 40 35 30 25 20 Yes 15 No 10 5 0 1st QtrInterpretation:-The above chart shows the maximum respondents consider Motorolamobile phones value for their money.Concrete Terms:- Out of 50 respondents 40 considers Motorola mobilephones value for their money rest 10 respondents contradict on
  • 37. 9) What according to you is the most important additional feature that should be present in a mobile phone? 25 20 Bluetooth 15 Camera Mp3 10 MMS 5 Other Features 0 1st QtrInterpretation:- The above chart shows the various additional features which customerstake into account while purchasing handset.Concrete
  • 38. Projectsformba.blogspot.comOut of 50 respondents 22 gives preference to Bluetooth as an additionalfeature while purchasing handset, 12 respondents gives preference tocamera, 6 gives preference to mp3, 6 gives preference to mms while rest 4respondents prefer to have some other additional features apart fromthese. 10)How important is after sales service in the mobile industry ? 35 30 25 20 Very Important 15 Important Average 10 5 0 1st
  • 39. The above chart shows the after sales service is considered to be of primeimportance to the respondents.Concrete Terms:- Out of 50 respondents 31considers after sales servicesvery important while 16 respondents considers it a little less than veryimportant and the rest 3 respondents gives it an average position. DISTRIBUTION CHANNELMost of the executives who were surveyed said that they preferred topurchase their material from a dealer. Distribution of products constitutesan important element of marketing – mix of a firm. After development of aproduct, the marketing manager has to decide channels or routes throughwhich the product will flow.In my survey I found that almost 90% of the customers purchased theirphones from local dealers and only 10% of them purchased from the salesrepresentative of the company.In the Telecom Industry there are usually National & City distributors. Athree-tier system is followed whereby: Tier 1 – Company ---------- National Distributor Tier 2 – National Distributor ---------- Local Distributor Tier 3 – Local Distributor ----------DealerIn case of MOTOROLA the Company has been following a very systematicchannel approach whereby only the first two Tiers are involved
  • 40. Tier 1 – Company ---------- National Distributor Tier 2 – National Distributor ---------- Local DistributorMOTOROLA’s billing of goods are directly billed to the Local Distributorwhich not only helps in better interaction with them but also gives thecompany a more Microscopic focus of all the happenings along with theAccountability of goods sold. The company through this practice of it’s notonly able to increase its revenue but is also able to increase its
  • 41. MAJOR BRANDS THAT ARE DEALT BY DEALERSMost of the executives who were surveyed had almost all the Brands ofMobile Handsets with them and the final analysis upon which I arrived atwas 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 itssuperior technology and its loyalty towards the Indian customer whichcertainly makes it the most superior brand.The biggest advantage that has worked in Nokia’s favor is its marketingstrategy, which focuses more on their state of the art Handsets. They werethe first company to come with a mobile with an in-built camera in it andthey surely knew how to sell their product. Today almost all
  • 42. Projectsformba.blogspot.comcompanies have followed suit and come out with their own in-built cameramobiles.Nokia is certainly a value for money mobile as more than 90% of thedealers interviewed agreed on this statement, not only is the after saleservice excellent but also the quality and pricing of products is excellent. Insuch a scenario not only the existing companies but also the new entrantssuch as MOTOROLA, BenQ, Alcatel etc will have to justify their launch in thelong run.MAJOR FEATURES THAT A CUSTOMER LOOKS FOR IN A MOBILEThe Market is flooded with all sorts of mobile brands, each trying toshowcase and push forward its own particular brand with umpteennumbers of features. The customer these days is quite educated and knowsabout the products quite well and therefore likes to keep himself abreastwith the latest technology available in the market, suiting his pocket needand requirement. Mobile these days are being added with new featuresevery second day to lure the customer, and it is due to these very featuresonly that becomes the purchasing factor for the customer. Some of themost common features that a customer demands these days
  • 43. 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
  • 44. 4. Tri-Band – A tri-band facility is useful for people who are constantly going abroad as a tri-band enabled handset let’s 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 it’s the customer who has to decide and make the best choice for him.7. WAP (Wireless Application Protocol) – WAP let’s one access the Internet-based services supported by your network, such as news, weatherreports and flight timings etc, even when you are
  • 45. 9. 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. 10. 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 requirements 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
  • 46. 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
  • 47. RECOMMENDATIONS • 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 brand in itself and none of the other brands are in a position to compare with it in Quality, Reliability and 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
  • 48. 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 regards to uneducated customers it was difficult to get across to them all the features of their respective mobile
  • 49. 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 and more availability to the customers. So dealer’s preference to push a particular brand to the customer plays a major role in the mobile market. According to the dealers advertising and promotional schemes along with other schemes also affect the customer’s willingness. Aggressive advertising put into effect for a long time in the customers mind, which influence the people, are T.V., Newspaper and
  • 50. Consumers prefer a MNC band due to the quality and technological superior features. Consumers also judge the after sale service availability of the company before purchasing a mobile. BIBLIOGRAPHY WEBSITES:    globalObjectId=8592-11929 COMPANY CATALOUGE & BROCHURES: 
  • 51.  sp?pageid=615 ANNEXURE QUESTIONNAIRE Name: __________________________ Age: ______yrs Occupation:
  • 52. Q1. Are you using a mobile? o Yes o No Q2. Which company handset are you using? o Nokia o Samsung o Motorola o Sony Ericsson o Others Q3. Are you satisfied? o Yes o No Q4. Are you aware of the brand “Motorola”? o Yes o No Q5. In what time you are thinking to change your handset or buying a new one? o Within a week o Within a
  • 53. o Within six months o Within a year Q6. To which handset will you move? o Nokia o Samsung o Motorola o Sony Ericsson o Others Q7. Where do you generally purchase your handsets from? o Dealers o Grey market o Others Q8. Do you think Motorola mobile phones are value for money? o Yes o No Q9. What according to you is the most important additional feature that should be present in a mobile phone? o Integrated camera o Bluetooth o Mp3 o MMS o Others Q10. How important is after sales service in the mobile industry?
  • 54. o Very Important o Important o