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

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PROJECT REPORT
ON
BRAND PREFERENCE OF
MOBILE PHONES WITH SPECIAL
REFERENCE
TO
MOTOROLA PHONES

I.P. University

Submitted to: Submitted by:

Ansal Institute Of Tech.
Gurgaon



TO WHOMSOEVER IT MAY CONCERN

This is to certify that the minor project report titled “PROJECT REPORT ON
BRAND PREFERENCE OF MOBILE PHONES WITH SPECIAL REFERENCE TO
MOTOROLA 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: ______________________________

Date:



ACKNOWLEDGEMENT

An individual alone cannot do project of this scale. I take this opportunity
to express my acknowledgement and deep sense of gratitude to the
individuals for rendering valuable assistance and gratitude to me. Their
inputs have played a vital role in success of this project.

I express my sincere thanks to my project guide …………………. for her
generous support, constant direction and mentoring at all stages of project.

I take this opportunity to thank all dealers, customers who spared their
precious time to provide me with valuable inputs for project without which
it would have not been possible.

I firmly believe that there is always a scope of improvement. I welcome any
suggestions for further enriching the quality of this report.



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
Not Using
20

10

0

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?

45%
40%
35%
30% Nokia
25% Samsung
20% Motorola
15% Sony Ericsson
10% Others
5%
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?

45
40
35
30
25 Satisfied
20 Not Satisfied
15
10
5
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
Aware
Not Aware
20

10

0

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
35
30
25
Dealers
20
Grey Market
15
Others
10
5
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
35
30
25
20 Yes
15 No
10
5
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

20
Bluetooth
15 Camera
Mp3
10
MMS
5 Other Features

0
1st Qtr

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
20 Very Important
15 Important
Average
10
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_page.a
sp?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


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

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