MINOR PROJECT REPORT On
BRAND PREFERENCE OF MOBILE PHONES WITH SPECIAL REFERENCE TO
MOTOROLA PHONES
Prepared by
Anshul Gupta B.B.A (Gen.), IIIrd Semester Enrollment No. - 0821701707 Date - __________
Faculty guide:
Dr. Ajay Rathore
Guru Gobind Singh Indraprastha University Tecnia Institute of Advanced Studies 2A & 2B Institutional Area, Madhuban Chowk, Rohini, Delhi-110085
Guru Gobind Singh Indraprastha University
CERTIFICATE
This is to certify that ANSHUL GUPTA student of
Tecnia Institute of Advanced
Studies has worked under my supervision and guidance on “Brand preference of Mobile Phones with special reference to MOTOROLA PHONES." He was in constant touch with me and the matter embodied in this report is original and authentic and same recommended for evaluation.
I wish him all the best in his entire future Endeavour.
Dr. Ajay Rathore (Dean Academics) (T.I.A.S)
ACKNOWLEDGEMENT Project work is never the accomplishment of an individual rather it is an amalgamation of the efforts, ideas and co-operation of a number of entities.
I would like to thank GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY for giving an opportunity to work on a valuable project.
The completion of the project study that follows, seemed to be a distant goal had it not been for the contribution of Dr. Ajay Rathore for allowing me to work on a very intrinsic part on BRAND PREFERENCE OF MOBILE PHONES with Special reference to MOTOTROLA PHONES.I thank him for the ideas and basic concepts he delivered and shared with me, as they helped me a lot in accomplishing this project of mine.
(Anshul Gupta)
PREFACE
The project gives an insight of the telecom sector through Motorola India ltd. It basically helps understanding the brand preference of consumers with regard to mobile phones. It helps us to know what are the basis on which a customer chooses a particular brand when he purchases a new handset.
The project will help to learn about the growing telecom sector in India. The research will also bring to light what all factors a customer considers at the time of purchase of a new mobile phone.
TABLE OF CONTENTS Chapter Chapter Name No. CERTIFICATE ACKNOWLEDGEMNT PREFACE INTRODUCTION
1.
1.1 Company profile 1.2 Introduction 1.3 Scope of industry 1.4 Objective 2.
RESEARCH METHODOLOGY
2.1 Sample size 2.2 Sample location 2.3 Research type 2.4 Data Types 3.
Findings & Discussions
4.
Recommendations
Limitations Conclusions BIBLIOGRAPHY
9.
1.1 Company Profile Motorola Inc. Type Founded Headquarters
Public (NYSE: MOT) 1928 Schaumburg, Illinois, United States
[1]
Key people Industry
Greg Brown, President and Co-CEO
Sanjay Jha, Co-CEO Telecommunications Embedded systems Microprocessors
Products
Mobile phones Two-Way radios Networking Systems
Market cap Revenue Operating income
$15 billion USD (2008)
▲$36.622 billion USD (2007) ▼ $553.0 million USD (2007)
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 2004, with an investment of Rs 500 Crores. During the year 2001, MOTOROLA also 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 Colour Televisions, Semi Automatic Washing Machines, Air Conditioners, Frost-Free Refrigerators and Microwaves Ovens. In Colour Televisions having set the sales target of one million units of Color Televisions for 2002, MOTOROLA has already achieved the one million mark in the month ahead of its target. • MOTOROLA Electronics India is the fastest growing company in the consumer electronics, home appliances and computer peripherals industry today. • MOTOROLA Electronics is continually providing superior technology products & value for money to over 50 lac households in India. •
Mr. K.R. Kim, Managing Director, MOTOROLA Electronics said, "I am extremely pleased with our performance in 2006 as we have been able to sustain growth during a year of slowdown in the consumer electronics and home appliances industry." He added, "Our growth record has led us to expand manufacturing presence in India. We have accordingly reinforced our sales and distribution network through the concept of area offices to reach out more Indian consumers in semi urban and rural India."
History Motorola started as Galvin Manufacturing Corporation in 1928. The name Motorola was adopted in 1947, but the word had been used as a trademark since the 1930s. Founders Paul Galvin and Joe Galvin came up with the name Motorola when their company started manufacturing car radios. A number of early companies making phonographs, radios, and other audio equipment in the early 20th century used the suffix "-ola," the most famous being Victrola; RCA made a "radiola"; there was also a company that made jukeboxes called Rock-Ola, and a film editing device called a Moviola. The Motorola prefix "motor-" was chosen because the company's initial focus was in automotive electronics. Many of Motorola's products have been radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing. The company was also strong in semiconductor technology, including integrated circuits used in computers. Motorola has been the main supplier for the microprocessors used in Commodore Amiga, Apple Macintosh and Power Macintosh personal computers. The chip used in the latter computers, the PowerPC family, was developed with IBM and in a partnership with Apple (known as the AIM alliance). Motorola also has a diverse line of communication products, including satellite systems, digital cable boxes and modems
Products
Motorola creates several different products for use of the government, public safety officials, business installments, and the general public. These products include cell phones, laptops, and radios.
Spinoffs Motorola developed the first truly global communication network using a set of 66 satellites. The business ambitions behind this project and the need for raising venture capital to fund the project led to the creation of the Iridium Company in the late 1990s. While the technology was proven to work, Iridium failed to attract sufficient customers and they filed for bankruptcy in 1999. Obligations to Motorola and loss of expected revenue caused Motorola to spin off the ON Semiconductor (ONNN) business August 4, 1999, raising for Motorola of about $1.1 Billion.
Further declines in business during 2000 and 2001, caused Motorola to spin off its government and defense business to General Dynamics. The business deal closed September 2001. Thus GD Decision Systems was formed (and later merged with General Dynamics C4 Systems) from Motorola's Integrated Information Systems Group On October 6, 2003, Motorola announced that it would spin off its semiconductor product sector into a separate company called Free scale Semiconductor, Inc.. The new company began trading on the New York Stock Exchange on July 16th of the following year.
Quality systems The Six Sigma quality system was developed at Motorola even though it became best known through its use by General Electric. It was created by engineer Bill Smith, under the direction of Bob Galvin (son of founder Paul Galvin) when he was running the company. Motorola University is one
of many places that provide Six Sigma training.
Ratings from interest groups Motorola received a 100% rating on the Corporate Equality Index released by the Human Rights Campaign in 2004, 2005 and 2006 , starting in the third year of the report.
Motorola is known around the world as an innovator and leader in wireless and broadband communications. It is committed to helping the people get and stay connected simply and
seamlessly to the people, information and entertainment they want and need. Motorola do this by designing and delivering "must have" products, "must do" experiences and powerful networks — with a full complement of support services as well. A Fortune 100 company with global presence and impact, Motorola had sales of US$42.8 billion in 2006.
Enterprise Mobility Solutions: This group includes the mission-critical communications offered by government and public safety sectors and Motorola enterprise mobility business. Motorola design, manufactures, sell, install and service analog and digital two-way radio as well as voice and data communications products and systems. Motorola delivers mobile computing, advanced data capture, wireless infrastructure and RFID solutions.
Home & Networks Mobility: Operators today are being asked by their subscribers to deliver bandwidth-intensive, experiencebased services — regardless of the network architecture. Motorola is uniquely positioned to capitalize on this trend, providing integrated, end-to-end systems that seamlessly and reliably enable uninterrupted access to digital entertainment, information and communications services over a variety of wired and wireless solutions. Motorola designs, manufactures, sells and services digital video system solutions and interactive set-top devices; voice and data modems for digital subscriber line and cable networks; and, broadband access systems (including cellular infrastructure systems) for cable and satellite television operators, wire line carriers and wireless service providers. With these solutions, Motorola empowers consumers by connecting their homes — easily keeping contacts, content and services within reach.
Mobile Devices:
As a pioneer in wireless communications, Motorola has transformed the cell phone into an icon of personal technology — an integral part of daily communications, data management and mobile entertainment. Motorola not only designs, manufactures sells and services wireless handsets, but also licenses its vast portfolio of intellectual property. Our collection spans all cellular and wireless systems and includes integrated software applications as well as
one
a
large complement
of Bluetooth®-enabled
accessories.
We
offer
customers innovative product designs that deliver "must have" experiences, such as mobile music and video — enabling seamless connectivity at work or at play.
COMPANY SUCCESS •
World's Most Admired Companies, Fortune Magazine, 2008
•
America's Most Admired Companies, Fortune Magazine, USA, 2007 Yitzhak Rabin Israeli National Quality Award, Israel Society for Quality, Israel, 2007
• • • • •
Strongest Brands, Business Week, USA, 2006 Top 500 Innovators: No. 12, InformationWeek, USA, 2006 Most Shareholder-Friendly Companies: No. 1, Institutional Investor, USA, 2006 Corporate Award: Outstanding Contributions, IEEE Standards Association, USA, 2006
•
Deal of Distinction Award: Patent generation and robust licensing program, Licensing Executives Society, USA and Canada, 2005
•
National Medal of Technology : Highest honor for technological innovation, Presented by President George W. Bush, USA, 2004
HOME AND NETWORKS MOBILITY •
Winner: WiMAX Flexible Point Access System, Best of WiMAX World Europe Awards, 2007
•
Excellence in Technology Innovation Ongoing Achievement: WiMAX Flexible Access Point System, EOS Awards, NXTcomm Chicago, 2007
•
Industry Innovation Award: WiMAX Distributed Network Architecture, exchange Magazine, Best of WiMAX World Awards, USA, 2006
•
Home-Networking Winners: Mot SVG2500 Wireless VoIP Cable Modem Gateway and Mot SBV5400 VoIP Cable Modem/ Cordless Phone System, International CES Design and
•
Engineering Awards, 2006 Winner: Best Home Wireless Product, CES Mark of Excellence Awards, 2006
•
Product of the Year: VoIP Open-Application Enabling Platform, Internet Telephony, USA, 2005
RESEARCH AND DEVELOPMENT •
100 Most Technologically Significant Products of the Year: Printed Active Displays,
•
R&D 100 Awards, 2007 Nano50 Award: Motorola Labs' NED technology, Nanotech Briefs, 2006
•
Malaysia Leadership in ICT R&D Award: Motorola Software Center, Multimedia Development Corporation, 2006
• •
Best of ITS Research & Innovation Winner: MOTODRIVE, ITS America Awards, 2006 Innovation Excellence Award, Mobile Devices: Motorola China Research Center, Excellent Innovation Team Awards, 2005
CORPORATE RESPONSIBILITY
Corporate responsibility means harnessing the power of our global business to benefit people. It also means doing the right thing in all aspects of our business, including how we treat the environment, our employees, our customers, our partners and our communities. •
Top 100 Corporate Citizens: No. 4, Corporate Responsibility Officer Magazine, USA, 2007
•
Outstanding Safety Practice Award, National Safety Council, USA, 2006 Top 10 Most Socially Responsible Businesses, National Business Social Responsibility
•
Survey, Israel, 2006 Corporate Social Responsibility Certificate, Mexico Center for Philanthropy, 2006
•
Platinum Health Award, Health Promotion Board, Singapore, 2006
•
MOBILE DEVICES •
Winner: CNET 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 Awards, 2006 Winners: MOTORIZR and MOTOKRZR K1m, International CES Design and Engineering
•
Awards, 2006 Winners: Motorola/Burton Audex jacket and Motorola/Oakley RAZRWIRE, International CES
•
Design and Engineering Awards, 2006 Best of What's New: MOTO Q, Popular Science Magazine, 2006
•
Unique Product Winner: Motorola Audex Protective Gear, Bluetooth SIG Best of CES Awards,
•
2006 • • • •
First Place Hardware/Mobile Phone: SLVR L7, CTIA Wireless E-tech Awards, 2006 Editor's Choice, Mobile Phone: RAZR V3 Black/Pink, CNET, 2005 Best in Class: RAZR V3 Silver, PC News Weekly, 2005 Mobile Innovations Award: RAZR v3 Silver, Mobile News Awards, 2005
1.2 INTRODUCTION HISTORY OF CELLULAR TELEPHONY IN INDIA Cellular Telephony The technology that gives a person the power to communicate anytime, anywhere - has spawned an entire industry in mobile telecommunication. Mobile telephones have become an integral part of the growth, success and efficiency of any business / economy. The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption, development and deployment and evolution of the GSM standard for digital wireless communications. The GSM Association was formed as a result of a European Community agreement on the need to adopt common standards suitable for cross border European mobile communications. Starting off primarily as a European standard, the Group Special Mobile as it was then called, soon came to represent the Global System for Mobile Communications as it achieved the status of a worldwide standard. GSM is today, the world's leading digital standard accounting for 68.5% of the global digital wireless market.
The Indian Government when considering the introduction of cellular services into the country, made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies / standards. Although cellular licenses were made technology neutral in September 2005, all the private operators are presently offering only GSM based mobile services. The new licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer their mobile services.
Cellular Industry in India •
The Government of India recognizes that the provision of a world-class telecommunications
infrastructure and information is the key to rapid economic and social development of the country. It is critical not only for the development of the Information Technology industry, but also has widespread ramifications on the entire economy of the country. It is also anticipated that going forward, a major part of the GDP of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy which creates an enabling framework for development of this industry.
1.3 Scope of the study The scope of the research is based on the telecom industry and it throws light on the brand preference of mobile phones with respect to Motorola.
Significance of the study: Significance to the industry –
My research will help the telecom industry to know the current scenario of customers with respect to brand preference of mobile phones, with respect to Motorola.
Significance for the researcher – ➢ Wide exposure to the telecom industry. ➢ Studying about the brand preference of Motorola mobile phones through the respondents.
INDUSTRY PROFILE In the early 1990s, the Indian government adopted a new economic policy aimed at improving India's competitiveness in the global markets and the rapid growth of exports. Key to achieving these goals was a world-class telecom infrastructure. •
In India, the telecom service areas are divided into four metros (New Delhi, Mumbai, Chennai and Kolkata) and 20 circles, which roughly correspond to the states in India. The circles are further classified under "A," "B" and "C," with the "A" circle being the most attractive and "C" being the least attractive. The regulatory body at that time — the Department of Telecommunications (DOT) — allocated two cellular licenses for each metro and circle. Thirty-four licenses for GSM900 cellular services were auctioned to 22 firms in 1995. The first cellular service was provided by, Modi Telstra in Kolkata in August 1995. For the auction, it was stipulated that no firm can win in more than one metro, three circles or both. The circles of Jammu and Kashmir and Andaman and Nicobar had no bidders, while West Bengal and Assam had only one bidder each.
• In 1996, the Telecom Regulatory Authority of India (TRAI) bill was introduced in the Lok Sabha, and the president officially announced the TRAI ordinance on 25 January 2003. The government decided to set up TRAI to separate regulatory functions from policy formulation, licensing and telecom operations. Prior to the creation of TRAI, these functions were the sole responsibility of the DOT. • High license fees and excessive bids for the cellular licenses put tremendous financial burden on the operators, diverting funds away from network development and enhancements. As a result, by 2005 many operators failed to pay their license fees and were in danger of having their licenses withdrawn. In March 2005, a new telecom policy was put in place (New Telecom Policy 2005). Under this new policy, the old fixed-licensing regime was to be replaced by a revenue-sharing scheme whereby between 8-12 percent of cellular revenue were to be paid to the government.
1.4 OBJECTIVES The Primary Objective was to study the perception & buying behavior of customers towards various mobile brands with special reference to “MOTOROLA”. The Secondary Objectives of this study were to identify: • Factors that influence decision-making in purchasing a mobile phone. • Major features, which a customer looks for in a mobile before making a purchase. • Brand awareness of MOTOROLA mobile phones in the market. • Factors, which help in increasing the sale of mobile phones. • Various Sources from which mobiles are purchased.
CHAPTER 2: RESEARCH METHODOLOGY Title – Brand preference of Motorola mobile phones.
Title Justification – This title is justified as it tells about the customer preference towards Motorola mobile phones as compared to other brands.
SAMPLING METHODOLOGY: 2.1 Sampling Size – 25 respondents 2.2 Sampling Area - Delhi and N.C.R. Sampling Technique - Random Sampling technique
2.3 RESEARCH DESIGN:
Visited the customers across Delhi and NCR & gathered information required as per the questionnaire.
The research design is probability research design and is descriptive research.
2.4 DATA COLLECTION: • Primary data has been used by me in the form of Questionnaire & Observation, which are the two basic methods of collecting primary data, which suffices all research objectives. • Secondary data sources like catalogue of the company, product range book of the company & various internet sites such as motorola.com & google.com have been used.
CHAPTER 3: FINDINGS AND DISCUSSIONS FINDINGS Nokia, Samsung, Motorola and Sony Ericsson are the favorite as brands among the customers in Delhi Market, closely followed by others. The brand awareness of MOTOROLA mobile phones seems to be almost 100%. The general opinion about MOTOROLA mobile phones is that it is either good or satisfactory.
DATA ANALYSIS AND INTERPRETATION Analysis based on the questionnaires: -
1)
Are you using a mobile phone? Figure 1
Interpretation: It was found out that all the 50 respondents were using mobile phones.
CONCRETE TERMS: - Out of 50 respondents all 50 are using a mobile.
2)
Which company handset are you using? Figure 2
Interpretation:The above chart (Figure2) shows the percentage of various handsets used by the respondents.
CONCRETE TERMS: - Out of 50 respondents 22 respondents are using Nokia while 11 are using Motorola, 6 are using Sony ericsson,6 are using Samsung and rest uses the other brands.
3)
Are you satisfied? Figure 3
Interpretation: The chart (Figure3) shows maximum number of respondents who were satisfied with their handsets.
CONCRETE TERMS: - Out of 50 respondents 42 respondents are satisfied with the handsets they are using while 8 are not satisfied with their handsets.
4)
Are you aware of the brand “Motorola”?
Figure 4
Interpretation: The pie chart(Figure4) shows the percentage of respondents who were aware of the brand Motorola.
CONCRETE TERMS: - Out of 50 respondents 49 are aware of brand Motorola.
5)
In what time you are thinking to change your handset or buying a new one? Figure 5
Interpretation: The above chart (Figure 5) depicts the respondents buying behavior with reference to time.
CONCRETE TERMS:- Out of 50 respondents 20 changes their handset in a time period of 6 months, 11 changes their handset in a month, 10 changes their handset in a year while just 9 of them changes their handset in a week.
6.) To which handset will you move?
Figure 6
Interpretation: This chart (Figure 6) depicts the respondents’ next preference for mobile phones.
CONCRETE TERMS: - Out of 50 respondents 14 respondents are willing to switch over to Sony Ericsson, 18 are willing to switch over to NOKIA
7.) Where do you generally purchase your handsets from?
Figure 7
Interpretation: This shows (Figure 7) the source of purchase of handset of the respondents.
CONCRETE TERMS: - Out of 50 respondents 36 respondents’ purchases their handset from the dealers, 8 respondents purchases their handset from grey market while the rest 6 respondent purchases their handset from the other sources available.
8.) Do you think Motorola mobile phones are value for money?
Figure 8
Interpretation: This shows (Figure 8) that maximum respondents consider Motorola mobile phones value for their money.
CONCRETE TERMS:- Out of 50 respondents 40 considers Motorola mobile phones value for their money rest 10 respondents contradicts on this.
9.) What according to you is the most important additional feature that should
be present in a mobile phone? Figure 9
Interpretation: This shows (Figure 9) the various additional features which customer takes into account while purchasing handset.
CONCRETE TERMS: - Out of 50 respondents 22 gives preference to Bluetooth as an additional feature while purchasing a handset, 12 respondents gives preference to camera, 6 gives preference to mp3, 6 gives preference to mms while the rest 4 respondents prefer to have some other additional features apart from these.
10.How important is after sales service in the mobile industry? Figure 10
Interpretation: This shows (Figure 10) that the after sales service is considered to be of prime importance to the respondents.
CONCRETE TERMS:- Out of 50 respondents 31 considers after sales services very important while 16 respondents consider it a little less than very important and the rest 3 respondent gives it an average position.
SOURCES FROM WHICH MATERIAL IS PURCHASED Most of the executives who were surveyed said that they preferred to purchase their material from a dealer. Distribution of products constitutes an important element of marketing –mix of a firm. After development of a product, the marketing manager has to decide channels or routes through which the product will flow. In my survey I found that almost 90% of the customers purchased their material from local dealers and only 10% of them purchased from the sales representative of the company. In the Telecom Industry there are usually National & City distributors. A three-tier system is followed whereby: Tier 1 – Company - - - - - National Distributor Tier 2 - National distributor --------- Local Distributor Tier 3 – Local Distributor ------------ Dealer In case of MOTOROLA the Company has been following a very systematic channel approach whereby only the first two Tiers are involved.i.e Tier 1 – Company ------------ National Distributor Tier 2 – National Distributor ----------- Local Distributor MOTOROLA ’s billing of goods are directly billed to the Local Distributor which not only helps in better interaction with them but also gives the company a more Microscopic focus of all the happenings along with the Accountability of goods sold. The company through this practice of it’s not only able to increase its revenue but is also able to increase its margins better.
MAJOR BRANDS THAT ARE DEALT BY DEALERS Most of the executives who were surveyed had almost all the Brands of Mobile Handsets with them and the final analysis upon which I arrived at was that Nokia is the No.1 selling Handset in Delhi followed by Samsung, Motorola and Sony Ericsson. Nokia no doubt has carved a niche for itself over the past 4-5 years with its superior technology and its loyalty towards the Indian customer which certainly makes it the most superior brand. The biggest advantage that has worked in 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 triband 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.
8. Battery – Every customer wants his/her battery to last the longest and all mobile companies fight out promising that their battery backup is the best. A mobile function on a battery and a cheap and sub-standard battery always makes the customer vary of the companies’ products and services.
9. Mp3 Ring Tones – An mp3 ring tone is the next generation of ring tones that has better sound quality than traditional monotone or a polyphonic ring tones. Mp3 ring tones sound great and truly make your phone unique. Mp3 ring tones phones are in major demand by the customers.
SWOT ANALYSIS STRENGTH: A well established brand name helps in promoting a new range of products. MOTOROLA is a Multinational Company based in South Korea, which is considered to be a technically advanced country with advanced products to meet the requirement of target customers internationally. The company has a wide range of products to suite the purse & the taste of various segments of customers. The company has a huge advertisement budget which helps in brand positioning & recall. It has a well established sales network of more than 4000 dealers & branch offices around the globe & the company makes such of its products available as are in demand in each particular area.
WEAKNESS: • The company needs to evolve a comprehensive plan & strategy to make inroads into a part of middle class & upper middle class.
•
Lack of production centers in India makes the product costlier as most of the parts have to be imported.
• Lack of R & D centers also makes it difficult to launch new products over here.
OPPORTUNITIES: •
The present rate of growth of the Entertainment & Telecommunication Industry & a large potential available in these areas provides excellent opportunity for the company to widen its market.
• With the fast growing economy the pricing strategy needs to be tackled with care as it can decide upon long term decisions of the company. • Globalization is yet another opportunity, if failed effectively & promptly.
THREATS: It is natural that threats from the existing as well as new entrants will affect the present turnover & Market share. The nearest competitors having the identical product range are the greatest threat to the company.
CHAPTER 4 RECOMENDATIONS •
The company should try to reach maximum Consumers in INDIA by making distribution channel more effective.
•
The company should continue to work on the Strategy of T.Q.M (Total Quality Management)
•
The MOTOROLA is a brand in itself and non-of the other brands are in a position to compare with it in Quality, Reliability, Brand Image. Even then a number of other brands are entering the market and are acquiring a good market share. The main reason behind it is that the distributors of the company are not able to provide regular supply to the retailers in all the areas.
•
Consumers do not get satisfied with the promotional policies of the company. New techniques of promotion is required to create awareness about the entire range of MOTOROLA products
LIMITATIONS • A small sample size of 50 customers was considered due to lack of time & resource constraints. •
The scope of the project is limited to the city of Delhi and N.C.R. So, we cannot say that the same response will exist throughout India.
• With regard to uneducated customers it was difficult to get across to them all the features of their respective mobile phones.
CONCLUSION
Hereby I can conclude from this research that Nokia has the maximum brand preference as compared to other brands.
Most of the dealers are selling more than one brand. They sell different brands to gain more volume & more availability to the customers. So dealer’s preference to push a particular brand to the customer plays a major role in the mobile market. According to the dealers advertising & promotional schemes along with other schemes also affect the consumer’s willingness. Aggressive advertising put into effect for a long time in the customers mind, which influence the people, are T.V, Newspapers & magazines. Consumers prefer a MNC brand due to the quality & technological superior features. Consumers also judge the after sale service availability of the company before purchasing a mobile.
BIBLIOGRAPHY WEBSITES: ➢ Http://en.wikipedia.org/wiki/Motorola ➢ http://www.google.co.in/search?hl=en&q=motorola&meta= ➢ Http://www.motorola.com/content.jsp?globalObjectId=8592-11929 ➢ http://www.fonearena.com/motorola-phones.html
COMPANY CATALOGUE & BROCHURES ➢ http://solutionscatalog.motorola.com/ ➢ http://www.nesscoinvsat.com/invsat/default_product_page.asp?pageid=615
ANEXURE QUESTIONNAIRE Name: _________________________________ Age: _____yrs Occupation: _______________ Q1. Are you using a mobile? Yes No
Q2. Which company handset are you using? Nokia Samsung Motorola Sony Ericsson Others Q3. Are you satisfied? Yes No Q4. Are you aware of the brand “Motorola”? Yes No Q5. In what time you are thinking to change your handset or buying a new one? Within a week Within a month Within six months Within a year Q6. To which handset will you move? Nokia Samsung Motorola Sony Ericsson Others Q7. Where do you generally purchase your handsets from? Dealers Grey market Others Q8. Do you think Motorola mobile phones are value for money?
Yes No Q9. What according to you is the most important additional feature that should be present in a mobile phone? Integrated camera Bluetooth Mp3 MMS Others Q10. How important is after sales service in the mobile industry? Very important Important Average
