PROJECT REPORT

ON

BRAND PREFERENCE OF
MOBILE PHONES WITH
SPECIAL REFERENCE

AT

EME TECHNOLOGIES,MOHALI

Submitted to: DR.SIMARPREET KAUR

Submitted by: DILPREET SINGH

1903001016

UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

RAYAT BAHRA UNIVERSITY,MOHALI

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DECLARATION

I Undersigned DILPREET SINGH here by state that this research report entitled ―A Project
Report on Digital Marketing in India‖is genuine and bonafied work prepared by me under the
guidance of DR.SIMARPREET KAUR .The empirical findings in this report are based on data
collected by myself.The matter presented in this reports is not copied from any source.
I understand that,any such copy is liable for punishment in any way the institute
authorities deem to be fit.

Signature

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ACKNOWLEDGEMENT

This research project bears the imprint of many persons cooperation & it gives me great
pleasure to egress my heartiest gratitude towards them.

First of all I would like to own my sincere gratitude to the honorable for giving me an opportunity
to undergo this summer training and project work.
I am deeply thankful to for her constant encouragement, unending support and valuable guidance.
I sincerely thank the Management of EME Technologies, Mohali for giving me an opportunity to
work on this project & providing with all the necessary information.
I am sincerely thankful to Staff Members of EME Technologies for their wholehearted support &
help during my training period.
Lastly I would like to convey my reverential salutations to my parents and friends for their
unending support.

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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.

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CONTENTS

1. CERTIFICATE.

2. ACKNOWLEDGEMENT.

3. PREFACE.

4. CHAPTER 1 [15-21]
INTRODUCTION
(a) Company Profile.
(b) Introduction.
(c) Scope of Industry.
(d) Objective.

5. CHAPTER 2 [22]
RESEARCH METHODOLOGY
(a) Sample Size.
(b) Sample Location.
(c) Research Design.
(d) Data Collection.

6. CHAPTER 3 [23-37]
FINDINGS AND DISCUSSIONS

7. CHAPTER 4 [38-40]
CONCLUSIONS
(a) Recommendations
(b) Limitations

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8. BIBLIOGRAPHY.

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INDUSTRY 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, 2003after 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.

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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.‖

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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

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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

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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.

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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.

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● 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.

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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.

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● 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.

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CHAPTER 1

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 worldwide
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 4 th
cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer their
mobile services.

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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 by EME Technologies 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 by EME Technologies 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 of
EME Technologies.

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COMPANY PROFILE

EME Technologies, locateed at Mohali is one of the leading software company at Mohali. It was
the researcher’s privilege that she could complete hers summer internship there and learn about
their recruitment process.
When the required number and kind of manpower is determined by the firm, the role of
management is to find places where they require that manpower and how many out of them are
available. The management also finds the different ways of attracting the probable human resource
towards the organization before the process of selecting them for the job. This entire process is
known as recruitment. Recruitment is not employment, but it is a part of employment. Recruitment
is also not selection, but an activity carried out before selection of candidates takes place. To speak
in the technical context, the process of recruitment is carried out before the function of selection
and comprises of only finding the sources of probable employees, developing those sources and
arousing interest in them to apply for the job vacancies in the firm.
EME Technologies a software company is managed by a team of dedicated, committed and highly
qualified software & hardware professional.The company is fortunate enough to have been
associated with expert and experienced faculty in the fields of Software, Hardware and Web
Technologies,EmbeddedSystem,PCB Designing,Networking,Autocad,automationandmanymore.
One of the areas of our specializations is Project study, analysis, development and its live implem
entation.The computer faculty in our computer institute has hands-on experience in software
development and has a proven track record in training and guiding the students.
They takeintensive care from the very first step of selecting the Project titleand encouraging the
student to venture a distinct project, involve themselves in the Project by putting their own effort,
time and subject to write programs to execute the same. In case of any problems, the faculty in-

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charge willingly guides the student and helps them in successfully executing the Project.Faculty
give their support 24/7 toclient.
The institute’s objectives is to empower the future computer Professionals by providing them
decent work atmosphere, individual attention, creating confidence in them by encouraging them
take-up the Project on their own, right from selection of topic until its implementation, facilitating
its submission, under the supervision and guidance of experienced and expert faculty.EME delivers
an integrated portfolio of solutions and services reflecting a broad range of technology and
business practices.

1.1.2 EME-Overview
The “EME Technologies”, is located in Mohali in 7 Phase and in Chandigarh.
EMETECHNOLOGIES are Offshore Outsourcing Consultantswith a leading edge technology
focus on deliveringthe best and most cost-effective solutions to their clients in various areas of web
development services and solutions.
The team at EME Technologies consists of over 30 highly skilled professionals associated
with Information Technology. EMETechnologies delivers total solutions for software
development and maintenance needs, serving companies from the smallest of start-ups to the
largest of the Global 2000. We specialize in offshore software development and web applications.
At EME Technologies a talented group of designers and interface engineers are masters at
effectively conveying a consistent corporate message and brand while concentrating on ensuring a
pleasant and useful user experience. They help in effectively market the company by utilizing their
skills in web strategy, creative interface design, corporate branding and logo design, online
marketing strategy and copywriting.
1.1.3 Vertical practices
1.1.3.1 Service Practices
The various types of services that are offered by this company are as follows

1.1.3.1.1. Custom web applications

1.1.3.1.2. Web designing
1.1.3.1.3. Complete e-business solutions
1.1.3.1.4. Ecommerce business

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1.1.3.1.5. SEO Service
1.1.3.1.6. Web Data Mining
1.1.3.1.7. Training and Consulting Services for the Development of
Embedded Systems

1.3.1.1.1. Custom application development

It is meant for designing a software that has been designed and programmed for a specific
function/need. Custom application development is capable of producing practically any
feature you may desire for your site.
EME TECHNOLOGIES provide total flexibility in terms of Custom application
development - the process is essentially "Client Driven". It is important to remember that
a well-designed database should provide the end product that is tailored to meet both your
professional and practical business needs and therefore serve its intended purpose

1.3.1.1.2. Web Designing

EME TECHNOLOGIES has a team of experienced multi media and web designers for
professional web site designing who work closely with our programming team to integrate
the various components with a consistent look and feel that represents your corporate brand
image. We know the importance of a "first web impression" in web site design and our
experienced team will advise you on how best to take advantage of changing trends and
expectations

1.3.1.1.3. Complete e-business solutions

EME Technologies ' Complete e-business solutions offer a powerful combination of
design and technology. This comprehensive set of online e-commerce technology is
designed to help you make the most of your new or existing business. Their complete
ebusiness solutions will help you increase your sales and improve your bottom line.

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1.3.1.1.4. E-commerce business development
Their shopping cart solutions are all you need to be a successful online store. Meet any
growing e- commerce requirements with our shopping cart solutions for all sectors of the
market. With the advent of technology, business has increased manifold.
If you are not updating your business in accordance to the changing scenario then a
realization factor might follow showing your performance during the past time. There
cannot be any short cut to success for your retail business. All you can do is to provide best
offer to your customers by using Ecommerce solutions.

1.3.1.1.5. Search Engine Optimization Firm

It offers the facility of Optimizing and Positioning of your website in the Major Search
Engines. They initiate the SEO Service process by determining the Keyword/Phrase that
best describe your Website/Business. Then they build META Tags, for the few search
engines that still use these.
The placement and maintenance of your website is monitored through out the year. This
becomes even more important whenever the search engines changes their specifications.
Maintenance is an extremely important aspect of a quality web site, not just for the benefit
of search engines, but also for overall accuracy of your company's information.

1.3.1.1.6. Web Data mining

It is a proven technology for advanced analysis that detects key patterns and trends. But
the time-consuming complexity of preparing Web data with the business context necessary
for data mining has hampered its use in Web analysis—until now.
EMETechnologies creates, maintains, and runs Internet robots that retrieve data from the
Web. The robots feed extractors that pick out useful information and can deliver it to you
in a format for processing and analysis.

1.3.1.1.7. Training and Consulting Services for the Development of Embedded Systems EME
Technologies is pioneer in Establishing Embedded systems in Chandigarh. Our expertise
covers several microcontroller architectures and their development tool chains. In addition
we focus on topics such as time-to-market, quality improvement , complete PCB
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Designing and embedded applications using Atmel MCS51,Atmel AVR,Microchip
PICcontroller, NXP ARM,Arduino and Raspberry pi Our training and consulting services
include prototyping and customized software and hardware developments.Training,
consulting or prototyping services include applications on technologies from Atmel ,
microchip , NXP , Maxim etc.
Embedded Systems Development involve Microcontroller families, these Microcontroller
families require programming in Embedded C language.
EME is providing embedded system Development services and Training in Embedded
systems, Robotics, VLSI,AUTOCAD since 2010.

MISSION:

• EME Technologies’s mission to become single source for applying variable information,
traceability and product differentiation needs.
• To become fast to market turnkey supplies for conveying and automation.

QUALITY POLICY:

• Quality policy of EME Technologies is to manufacture and marketing products, which comply
and satisfy the customer requirement.
• We committed, the customer receives the products as per agreed quality, within the agreed time
and in the agreed quantity.

OBJECTIVES
The Primary Objective was to study the perception & buying behavior of customers towards
various mobile brands with special reference to ―EME Technologies‖.
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.

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● Factors, which help in increasing the sale of mobile phones. ● Various Sources from which
mobiles are purchased.

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CHAPTER 2

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 – Mohali
Sampling Technique – Random Sampling Technique

RESEARCH DESIGN:
Visited the customers across Mohali & gathered information required as per the questionnaire.
▪ The research design is probability research design and is descriptive research conducted
by EME Technologies’s students..

DATA COLLECTION:
● Primary data has been used by me at EME Technologies 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.

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CHAPTER 3

FINDINGS AND DISCUSSIONS

FINDINGS
▪ Nokia, Samsung, Motorola and Sony Ericsson are the favorite as brands among the customers in
Mohali 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?

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.

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2) Which EME Technologies’s handset are you using?

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 with the handset you are using at EME Technologies?

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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‖?

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.

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

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?

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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?

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.

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7) Do you think Motorola mobile phones are value for money?

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.

8) What according to you is the most important additional feature that should be present in a
mobile phone?

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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.

9) How important is after sales service in the mobile industry ?

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.

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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 with EME Technologies 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.

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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

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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

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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.

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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.

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CHAPTER 4

CONCLUSIONS

Hereby I can conclude from this research via EME Technologies that Samsung 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.

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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.

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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 Mohali.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.

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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.asp?pageid=615

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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?

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o Within a
week
o Within a
month
o Within six
month
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

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o 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

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