PROJECT REPORT

ON

BRAND PREFERENCE
OF
MOBILE PHONES WITH SPECIAL
REFERENCE
TO
MOTOROLA PHONES

Submitted to: Submitted by :

Mr. Nitin Saxena Miss. Prachi Gupta
 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 INSTITUTE OF TECHNOLOGY

AND SCIENCE 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 MOTOROLA 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.

(PRACHI 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.
 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. BIBLIOGRAPHY.
 COMPANY PROFILE

Motorola Inc.
Type Public (NYSE: MOT)
Founded 1928
Key People Grey Brown, President and Co-CEO
Sanjay Jha, Co-CEO
Industry 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 $553.0 million USD (2007)

Income

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
ever-nationwide 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 commenced the home production 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 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 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.”
 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 rising 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, rising 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.

RATING FROM INTEREST GROUPS

Motorola received a 1005 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 AND 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, contents and
services within reach.
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 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,
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.
 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
telecommunications. 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 standards. 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.
 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 licenses 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 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 government.
 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.
 RESEARCH METHODOLOGY

Title Justification - This title is justified as it tells about the

customer preference towards Motorola mobile phones as compared
to other brands.

SAMPLING METHODOLOGY:
Sampling Size – 25 respondents
Sampling Area – Delhi and N.C.R.
Sampling Technique – Random Sampling Technique

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.

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.
 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?

50

40

30 Using

20 Not Using

10

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?

50%

40%
Nokia
30% Samsung

20% Motorola
Sony Ericsson
10%
Others
0%
1st Qtr

Interpretation:-

The above chart 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?

50

40

30
Satisfied
20 Not Satisfied

10

0
1st Qtr

Interpretation:-

The chart 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”?

50

40

30 Aw are
20 Not Aw are

10

Interpretation:-

The above chart 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?

40%
35%
30%
25% 1 Week
20% 1 Month
15% 6 Months
10% 1 Year
5%
0%
1st Qtr

Interpretation:-

The above chart 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?

40%
35%
30%
25%
Nokia
20%
Sony Ericsson
15%
Others
10%
5%
0%
1st Qtr

Interpretation:-

The above chart 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?

 40

30
De alers
20
Grey Market

10 Others

0
1st Qtr

Interpretation:-

The above chart shows 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 handsets from grey market while the rest 6 respondents
purchases their handset from the other sources available.
 8) Do you think Motorola mobile phones are value for
money?

40

30

20 Yes
No
10

0
1st Qtr

Interpretation:-

The above chart shows the 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 contradict
on this.
 9) What according to you is the most important additional
feature that should be present in a mobile phone?

25 Bluetooth

20
Camera
15
Mp3
10

5 MMS

0 Other
1st Qtr Features

Interpretation:-

The above chart shows the various additional features which

customers take into account while purchasing handset.

Concrete Terms:- Out of 50 respondents 22 gives preference to

Bluetooth as an additional feature while purchasing handset, 12
respondents gives preference to camera, 6 gives preference to mp3,
6 gives preference to mms while rest 4 respondents prefer to have
some other additional features apart from these.
 10) How important is after sales service in the mobile
industry ?

35
30
25 Very
Im portant
20
Im portant
15
10
Average
5
0
1st Qtr

Interpretation:-

The above chart shows the after sales service is considered to be

of prime importance to the respondents.

Concrete Terms:- Out of 50 respondents 31considers after sales

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

DISTRIBUTION CHANNEL
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 phones 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 it’s not only able to increase its
revenue but is also able to increase its margin 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 Nokia’s 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 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, weather reports and flight timings etc, even when you are
mobile.

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 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.
 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 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 regards 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 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 Magazines.

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:

 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

COMPANY CATALOUGE & BROCHURES:

 http://solutionscatalog.motorola.com/
 http://www.nesscoinvsat.com/invsat/default_product_p
age.asp?pageid=615
 ANNEXURE

QUESTIONNAIRE

Name: __________________________

Age: ______yrs

Occupation: _________________

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 month
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?

o Very Important
o Important
o Average