PROJECT REPORT

ON

“MARKETING MIX OF MOTOROLA CO. LTD.”

PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT
OF THE REQUIREMENT OF BACHELOR OF BUSINESS
ADMINISTRATION (BANKING AND INSURANCE)

TO

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

SUBMITTED BY:

TARANPREET SINGH

01991101818

UNDER THE GUIDANCE OF

Mrs. SUPREET KAUR

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT AND INFORMATION TECHNOLOGY
(AFFILIATED TO GGSIPU UNIVERSITY, DELHI

(2018-2021)

1
 TABLE OF CONTENT

SNO. CONTENT PAGE

NO.
1 Declaration II
2 Certificate III
3 Acknowledgement IV
4 CH – 1 (Introduction to 6-29
Industry )
5 CH – 2 (Company Profile ) 30 – 59

6 CH – 3 (Research Methodology) 60 – 63

7 CH – 4 (Findings and 64 – 65
Recommendations)

8 Ch. – 5 (Conclusion) 66

9 CH – 6 (Bibliography) 67

2
 DECLARATION
I hereby declare that the project work entitled “MARKETING MIX OF
MOOROLA CO. LTD. “ submitted to the Guru Gobind Singh Indraprastha
University is record of an original work done by me under the guidance of
Mrs.Supreetkaur, faculty member , Sri Guru Tegh Bahadur Institute Of
Management And Informational Technology.

…………………………
(Signature of the scholar)

Place: Delhi Name: TARANPREET SINGH

Date: Enrollment No. 01991101818

3
 CERTIFICATE
This is to certify that TARANPREET SINGH , student of Sri Guru Tegh
Bahadur Institute Of Management And Informational Technology of course
BBA B&I Batch (2018-2021) , has completed his research work title
“MARKETING MIX OF MOTOROLA CO. LTD.“ under my guidance and
supervision . This work is genuine and authentic.

……………………………..

Signature of H.O.D.

Mrs. BIPASHA CHAUDHARY

……………………………..

Signature of guide

Mrs. SUPREET KAUR

……………………………..

Place: Delhi Signature of scholar

Date: TARANPREET SINGH

4
 ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Sri Guru Tegh Bahadur
Institute of Management and Information Technology , Guru Gobind Singh
Indraprastha University, Delhi for imparting us very valuable professional
training in BBA (B&I). I pay my gratitude and sincere regards to Mrs.Supreet
Kaur , my project guide , for giving me the cream of her knowledge. I am
thankful to her as she gave her moral support and guided me in different matters
regarding the topic. I am also thankful to her as she has been a constant source
of advice, motivation and inspiration. She was very kind and patient while
suggesting the outlines of the project and correcting my doubts

……………………..

Signature of Scholar

Name: TARANPREET SINGH

Enrollment No.: 01991101818

5
 CHAPTER-1

\INTRODUCTION TO INDUSTRY

A mobile phone, known as a cell phone in North America, is a

portable telephone that can make and receive calls over a radio frequency link
while the user is moving within a telephone service area. The radio frequency
link establishes a connection to the switching systems of a mobile phone
operator, which provides access to the public switched telephone
network (PSTN). Modern mobile telephone services use a cellular
networkarchitecture, and, therefore, mobile telephones are called cellular
telephones or cell phones, in North America. In addition to telephony, 2000s-era
mobile phones support a variety of other services, such as text
messaging, MMS, email, Internet access, short-range wireless communications
(infrared, Bluetooth), business applications, video games, and digital
photography. Mobile phones offering only those capabilities are known
as feature phones; mobile phones which offer greatly advanced computing
capabilities are referred to as smart phones.

An American multinational telecommunications company founded on
September 25, 1928, based in Schaumburg, Illinois. After having lost
$4.3 billion from 2007 to 2009, the company was divided into two independent
public companies, Motorola Mobility and Motorola Solutions on January 4,
2011.] Motorola Solutions is generally considered to be the direct successor to
Motorola, as the reorganization was structured with Motorola Mobility being
spun off. Motorola Mobility was acquired by Lenovo in 2014. A handheld
mobile radio telephone service was envisioned in the early stages of radio
engineering. In 1917, Finnish inventor Eric Tigerstedt filed a patent for a
"pocket-size folding telephone with a very thin carbon microphone". Early
predecessors of cellular phones included analog radio communications from
ships and trains. The race to create truly portable telephone devices began after
6
World War II, with developments taking place in many countries. The advances
in mobile telephony have been traced in successive "generations", starting with
the early zeroth-generation (0G) services, such as Bell System's Mobile
Telephone Service and its successor, the Improved Mobile Telephone Service.
These 0G systems were not cellular, supported few simultaneous calls, and were
very expensive.

The Motorola DynaTAC 8000X. First commercially available handheld cellular

mobile phone, 1984.

The first handheld cellular mobile phone was demonstrated by John F.

Mitchell[1][2] and Martin Cooper of Motorola in 1973, using a handset weighing
c. 4.4 lbs (2 kg). The first commercial automated cellular network was launched
in Japan by Nippon Telegraph and Telephone in 1979. This was followed in
1981 by the simultaneous launch of the Nordic Mobile Telephone (NMT)
system in Denmark, Finland, Norway, and Sweden. Several other countries then
followed in the early to mid-1980s. These first-generation (1G) systems could
support far more simultaneous calls but still used analog cellular technology. In
1983, the DynaTAC 8000x was the first commercially available handheld
mobile phone.

In 1991, the second-generation (2G) digital cellular technology was launched in

Finland by Radiolinja on the GSM standard. This sparked competition in the
sector as the new operators challenged the incumbent 1G network operators.
7
Ten years later, in 2001, the third generation (3G) was launched in Japan
by NTT DoCoMo on the WCDMA standard. This was followed by 3.5G, 3G+
or turbo 3G enhancements based on the high-speed packet access (HSPA)
family, allowing UMTS networks to have higher data transfer speeds and
capacity.

By 2009, it had become clear that, at some point, 3G networks would be

overwhelmed by the growth of bandwidth-intensive applications, such
as streaming media.[8] Consequently, the industry began looking to data-
optimized fourth-generation technologies, with the promise of speed
improvements up to ten-fold over existing 3G technologies. The first two
commercially available technologies billed as 4G were the WiMAX standard,
offered in North America by Sprint, and the LTE standard, first offered in
Scandinavia by TeliaSonera.

Feature phone
Feature phone is a term typically used as a retronym to describe mobile
phones which are limited in capabilities in contrast to a modern smartphone.
Feature phones typically provide voice calling and text messaging functionality,
in addition to basic multimedia and Internet capabilities, and other services
offered by the user's wireless service provider. A feature phone has additional
functions over and above a basic mobile phone which is only capable of voice
calling and text messaging.[10][11] Feature phones and basic mobile phones tend to
use a proprietary, custom-designed software and user interface. By contrast,
smart phones generally use a mobile operating system that often shares common
traits across devices.

Kosher phone
There are Jewish orthodox religious restrictions which, by some interpretations,
standard mobile telephones overstep. To deal with this problem, some rabbinical
organizations have recommended that phones with text-messaging capability not

8
be used by children.[12] Phones with restricted features are known
as kosher phones and have rabbinical approval for use in Israel and elsewhere by
observant Orthodox Jews. Although these phones are intended to
prevent immodesty, some vendors report good sales to adults who prefer the
simplicity of the devices. Some phones are approved for use by essential
workers (such as health, security, and public service workers) on the sabbath,
even though the use of any electrical device is generally prohibited during this
time.[13]

HARDWARE
The common components found on all phones are:

● A battery, providing the power source for the phone functions.

● An input mechanism to allow the user to interact with the phone. These are
a keypad for feature phones and touch screens for most smartphones.

● A screen which echoes the user's typing displays text messages, contacts, and
more.

● Basic mobile phone services to allow users to make calls and send text
messages.

● All GSM phones use a SIM card to allow an account to be swapped among

devices. Some CDMA devices also have a similar card called an R-UIM.

● Individual GSM, WCDMA, iDEN and some satellite phone devices are

uniquely identified by an International Mobile Equipment Identity (IMEI)
number.

Low-end mobile phones are often referred to as feature phones and offer basic
telephony. Handsets with more advanced computing ability through the use of
native software applications are known as smart phones.

9
Sound
SIM card In sound, smart phones and feature phones very little. Some audio-
quality enhancing features, such as Voice over LTE and HD Voice, have
appeared and are often available on newer smart phones. Sound quality can
remain a problem due to the design of the phone, the quality of the cellular
network and compression algorithms used in long distance calls. Audio quality
can be improved using a VoIP application over WiFi. Cell phones have small
speakers so that the user can use a speakerphone feature and talk to a person on
the phone without holding it to their ear. The small speakers can also be used to
listen to digital audio files of music or speech or watch videos with an audio
component, without holding the phone close to the ear.

SIM CARD

Typical mobile phone SIM card.

GSM feature phones require a small microchip called a Subscriber Identity

Module or SIM card, in order to function. The SIM card is approximately the
size of a small postage stamp and is usually placed underneath the battery in the
rear of the unit. The SIM securely stores the service-subscriber key (IMSI) and
the Ki used to identify and authenticate the user of the mobile phone. The SIM
card allows users to change phones by simply removing the SIM card from one
mobile phone and inserting it into another mobile phone or broadband telephony
device, provided that this is not prevented by a SIM lock. The first SIM card
was made in 1991 by Munich smart card maker Giesecke&Devrient for the
Finnish wireless network operator Radiolinja.
10
A hybrid mobile phone can hold up to four SIM cards. SIM and R-UIM cards
may be mixed together to allow both GSM and CDMA networks to be accessed.
From 2010 onwards, such phones became popular inemerging markets, and this
was attributed to the desire to obtain the lowest on-net calling rate.

Company Perspectives:

As we begin a new century, we are confident that we can continue to improve on

our ability to reach the objectives that create value at an attractive rate for our
stockholders. We intend to build on what we have done best since the founding
of the corporation-linking people's dreams with technology's promise. We intend
to listen even more attentively to those dreams and respond even more
creatively. We intend to differentiate, simplify and reinvent industries made
possible by technology's promise. We intend to extend human capabilities as we
harness the power of wireless, broadband and the Internet to deliver end-to-end
network, embedded and chip-based solutions for the individual, the work team,
the vehicle and the home.

Cellular Telephony
The technology that gives apers on the power to communicate anytime ,any
where-has spawned an entire industry in mobile telecommunication. Mobile
telephone shave 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

11
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 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 t he GSM standard, leap
forging obsolescent technologies
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 July2001
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
ramification son 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

12
MARKET SHARE

India is one of the world’s largest and among the fastest growing smart phone
marketsSmartphone shipments in India grew 15 per cent to 29 million units in
March quarter compared to the year-ago period, with top five brands capturing
almost 70 per cent of total segment, research firm Counterpoint said.India is one
of the world's largest and among the fastest growing smart phone markets. With
sales slowing down in mature markets like the US and Europe, handset makers
are expanding their presence in the Indian market, bringing in the best devices
from their portfolio.During the said quarter, Samsung continued to lead the
market with 26 per cent share, followed by Chinese players Xiaomi (13 per
cent), Vivo (12 per cent), Oppo (10 per cent) and Lenovo (8 per cent).

Market share of top 5 smart phone manufacturers

Overall, the mobile handset market grew by six per cent in the January-March
2017 quarter, with smart phones and feature phones contributing equal share.

Samsung led the tally here too with 26 per cent share, followed by itel (nine per
cent), Micromax (eight per cent), Xiaomi (seven per cent) and Vivo (six per
cent).

13
Market share of top 5 feature phone manufacturers

"India's smartphone market is witnessing a focus shift in distribution strategy by

major brands. Offline brands like OPPO, vivo and Gionee have now started
focusing on online channels as well to gain extra market share," Counterpoint
Research Analyst Karn Chauhan said.

He added that online-only brands like Xiaomi and Motorola are moving fast into
offline markets to widen their reach to the mass market, addressing consumers
in tier II and III cities.

The mid-end segment (Rs 15,000-20,000) witnessed the highest growth of 158
per cent year-on-year during the said quarter. Most of the growth in the category
was driven by Samsung, OPPO, vivo, Gionee, and Motorola.

14
Operating system history
A mobile operating system (or mobile OS) is an operating system for phones,
tablets and smart watches or other mobile devices. While computers such as
typical laptops are 'mobile', the operating systems usually used on them are not
considered mobile ones, as they were originally designed for desktop computers
that historically did not have or need specific mobile features. This distinction is
becoming blurred in some newer operating systems that are hybrids made for
both uses.

Mobile operating systems combine features of a personal computer operating

system with other features useful for mobile or handheld use; usually including,
and most of the following considered essential in modern mobile systems; a
touch screen, cellular, Bluetooth, Wi-Fi Protected Access, Wi-Fi, Global
Positioning System (GPS) mobile navigation, video- and single-frame picture
cameras, speech recognition, voice recorder, music player, near field
communication, and infrared blaster. By the end of 2016, over 430 million
smartphones were sold with 81.7 percent running Android, 17.9 percent running
iOS, 0.3 percent running Windows 10 Mobile (no longer marketed) and the
other OSes cover 0.1 percent. Android alone is more popular than the popular
desktop operating system Windows, and in general smartphone use (even
without tablets) outnumber desktop use (desktop use, web use, overall is down
to 44.9% in the first quarter of 2017).

Mobile operating system milestones mirror the development of mobile phones

and smartphones:

Pre-1993

1973–1993 – Mobile phones use embedded systems to control operation.

1993–1999

15
1994 – The first smartphone, the IBM Simon, has a touchscreen, email, and
PDA features.

1996 – Palm Pilot 1000 personal digital assistant is introduced with the Palm OS
mobile operating system.

1998 – Symbian Ltd. has developed Symbian OS. Symbian was used by many
major mobile phone brands, and above all by Nokia.

1999 – Nokia S40 Platform is introduced officially along with the Nokia 7110.

2000s

2000 – Symbian becomes the first modern mobile OS on a smartphone with the
launch of the Ericsson R380.

2001 – The Kyocera 6035 is the first smartphone with Palm OS.

2002

Microsoft's first Windows CE (Pocket PC) smartphones are introduced.

BlackBerry releases its first smartphone.

2005 – Nokia introduces Maemo OS on the first Internet tablet N770.

2007

Apple iPhone with iOS is introduced as an iPod, "mobile phone" and "Internet
communicator"

Open Handset Alliance (OHA) formed by Google, HTC, Sony, Dell, Intel,
Motorola, Samsung, LG, etc.

2008 – OHA releases Android (based on Linux kernel) 1.0 with the HTC Dream
(T-Mobile G1) as the first Android phone.

2009

16
Palm introduces webOS with the Palm Pre. By 2012, webOS devices were
discontinued.

Samsung announces the Bada OS with the introduction of the Samsung S8500.

2010

November – Windows Phone OS phones are released but are not compatible
with the prior Windows Mobile OS.

2011

July – MeeGo, a mobile Linux distribution, combining Maemo and Moblin, is

introduced with the Nokia N9, a collaboration of Nokia, Intel

2012

July – Mozilla announced that the project formerly named Boot to Gecko (which
was built atop an Android Linux kernel using Android drivers and services;
however it used no Java-like code of Android) was now Firefox OS (since
discontinued) and had several handset OEMs on board.

September – Apple releases iOS 6.

2013

January – BlackBerry releases their new operating system for smartphones,

BlackBerry 10.

September – Apple releases iOS 7.

October

Canonical announced Ubuntu Touch (later discontinued), a version of the Linux

distribution expressly designed for smartphones. The OS is built on the Android
Linux kernel, using Android drivers and services, but does not use any of the
Java-like code of Android.[6]

17
Google releases Android KitKat 4.4.

2014

February – Microsoft releases Windows Phone 8.1

September

Apple releases iOS 8

BlackBerry release BlackBerry 10.3 with integration with the Amazon Appstore

November – Google releases Android 5.0 "Lollipop"

2015

February – Google releases Android 5.1 Lollipop.

September

Apple releases iOS 9.

Google releases Android 6.0 Marshmallow.

November – Microsoft releases Windows 10 Mobile.

2016

February – Microsoft released Windows 10 Mobile Anniversary Update.

June – Apple announced iOS 10.

August – Google released Android 7.0 "Nougat".

September – Apple released iOS 10.

November – Tizen released Tizen 3.0.

November – BlackBerry released BlackBerry 10.3.3.

2017

18
April – Samsung officially launched Android-based Samsung Experience
custom UI starting with version 8.1 on Samsung Galaxy S8

April – Microsoft released Windows 10 Mobile Creators Update.

August – Google released Android 8.0 "Oreo".

August – BlackBerry announced the Android-based BlackBerry Secure which

focus on security.

September – Apple introduces the iPhone 8, iPhone X, and iOS 11.

October – On October 8, Windows announced that Windows 10 Mobile will be

shuttered, ending Microsoft's attempts at developing a mobile operating system.

Current software platforms

These operating systems often run atop baseband or other real time operating
systems that handle hardware aspects of the phone.

Android

Android 6.x Marshmallow on a Google Nexus 5X

Android (based on the modified Linux kernel) is a mobile operating system

developed by Google Inc.[8] Besides having the largest installed base
worldwide on smartphones, it is also the most popular operating system for
general purpose computers (a category that includes desktop computers and
mobile devices), even though Android is not a popular operating system for
regular (desktop) personal computers (PCs). Although the Android operating
system is free and open-source software,[9] in devices sold, much of the
software bundled with it (including Google apps and vendor-installed software)
is proprietary software and closed source

Android's releases before 2.0 (1.0, 1.5, 1.6) were used exclusively on mobile
phones. Android 2.x releases were mostly used for mobile phones but also some
19
tablets, Android 3.0 was a tablet-oriented release and does not officially run on
mobile phones, while both phone and tablet compatibility was merged with
Android 4.0. The current Android version is 8.0 Oreo.

AOKP(Android open kang project)

Android Open Kang Project (AOKP) is a custom ROM based on the Android
Open Source Project (AOSP).

BlackBerry Secure

BlackBerry Secure is an operating system developed by BlackBerry, based on

the Android Open Source Project (AOSP). Officially announced the name for
their Android based front-end touch interface on August 2017, before the
announcement, BlackBerry Secure was running on BlackBerry brand devices
such as BlackBerry Priv, DTEK 50/60 and BlackBerry KEYone. Currently,
BlackBerry plan to license out the BlackBerry Secure to other OEM's

HTC Sense

HTC Sense is a software suite developed by HTC, used primarily on the

company's Android-based devices. Serving as a successor to HTC's TouchFLO
3D software for Windows Mobile, Sense modifies many aspects of the Android
user experience, incorporating added features (such as an altered home screen
and keyboard), widgets, HTC-developed applications, and redesigned
applications. The first device with Sense, the HTC Hero, was released in 2009.

HTC Sense 1.x (based on Android "Eclair" 2.0/2.1, initial release)

HTC Sense 2.x (based on Android "Eclair", "Froyo" and "Gingerbread" 2.0/2.1,
2.2.x and 2.3.x, redesigned UI)

HTC Sense 3.x (based on Android "Gingerbread" 2.3.x, redesigned UI)

20
HTC Sense 4.x (based on Android "Ice Cream Sandwich" and "Jelly Bean" 4.0.x
and 4.1.x, redesigned UI)

HTC Sense 5.x (based on Android "Jelly Bean" 4.1.x – 4.3.x, redesigned UI)

HTC Sense 6.x (based on Android "KitKat" 4.4.x, redesigned UI)

HTC Sense 7.x (based on Android "Lollipop" 5.0.x, redesigned UI)

HTC Sense 8.x (based on Android "Marshmallow" 6.0.x, redesigned UI)

MIUI

Mi User Interface (MIUI), developed by the Chinese electronic company

Xiaomi Inc., is a mobile operating system based on the Android Open Source
Project (AOSP). MIUI is mostly found in Xiaomi smartphones such as the Mi
and Redmi Series, however it also has official ROM support for few Android
devices. Although MIUI is based on AOSP, which is open source, it consists of
closed source and proprietary software of its own.

Current MIUI version list

MIUI V1 – based on Android Froyo 2.2.x, initial release

MIUI V2 – based on Android Froyo 2.2.x, redesigned UI

MIUI V3 – based on Android Gingerbread 2.3.x, redesigned UI

MIUI V4 – based on Android Ice Cream Sandwich 4.0.x and Jelly Bean 4.1.x,
redesigned UI

MIUI V5 – based on Android Jelly Bean 4.1–4.3 and "KitKat" 4.4, redesigned
UI

MIUI V6 – based on Android KitKat 4.4 and Lollipop 5.0.x, redesigned UI

MIUI 7 – based on Android KitKat 4.4, Lollipop 5.x and Marshmallow 6.x.

21
MIUI 8 – based on Android KitKat 4.4, Lollipop 5.x and Marshmallow 6.x.

MIUI 9 – based on Android KitKat 4.4, Lollipop 5.x, Marshmallow 6.x Android
and Nougat 7.x.

LG UX

LG UX (formerly named Optimus UI) is a front-end touch interface developed

by LG Electronics with partners, featuring a full touch user interface. It is
sometimes incorrectly identified as an operating system. LG UX is used
internally by LG for sophisticated feature phones and tablet computers, and is
not available for licensing by external parties.

Optimus UI 2 which based on Android 4.1.2 has been released on the Optimus
K II and the Optimus Neo 3. It features a more refined user interface compared
to the prior version based on Android 4.1.1, would include together which new
functionality such as voice shutter and quick memo.

Current LG UX version list

Optimus UI 1.x – based on Android Gingerbread 2.3.x, initial release

Optimus UI 2.x – based on Android Ice Cream Sandwich and Jelly Bean 4.0.x
and 4.1.x – 4.3.x, redesigned UI

LG UX 3.x – based on Android KitKat and Lollipop 4.4.x and 5.0.x, redesigned
UI

LG UX 4.x – based on Android Lollipop and Marshmallow 5.1.x and 6.0.x,

redesigned UI

LG UX 5.x – based on Android Marshmallow and Nougat 6.0.x and 7.0.x,

redesigned UI

LG UX 6.x – based on Android Nougat 7.0.x, redesigned UI

22
Samsung Experience

Samsung Experience (formerly called TouchWiz) is a front-end touch interface

developed by Samsung Electronics with partners, featuring a full touch user
interface. It is sometimes incorrectly identified as an independent operating
system. Samsung Experience is used internally by Samsung for smartphones,
feature phones and tablet computers, and is not available for licensing by
external parties as it is closed source and proprietary. The Android version of
Samsung Experience also comes with Samsung-made apps preloaded (except
starting with the Galaxy S6 which have removed all Samsung pre-loaded apps
installed, leaving one with Galaxy Apps, to save storage space and initially due
to the removal of MicroSD).

Current Samsung Experience version list:

TouchWiz 3.0 & 3.0 Lite – based on Android Eclair and Froyo 2.0/2.1 and
2.2.x, initial release

TouchWiz 4.0 – based on Android Gingerbread and Ice Cream Sandwich 2.3.x
and 4.0.x, redesigned UI

TouchWiz Nature UX "1.0" and Lite – based on Android Ice Cream Sandwich
and Jelly Bean 4.0.x and 4.1.x, redesigned UI

TouchWiz Nature UX 2.x – based on Android Jelly Bean and KitKat 4.2.x –
4.3.x and 4.4.x, redesigned UI

TouchWiz Nature UX 3.x – based on Android KitKat and Lollipop 4.4.x and
5.0.x, redesigned UI

TouchWiz Nature UX 5.x – based on Android Lollipop 5.0.x – 5.1.x, redesigned

UI

TouchWiz Grace UX – based on Android "Marshmallow" 6.x, redesigned UI

23
Samsung Experience 8.x – based on Android "Nougat" 7.x, redesigned UI

iOS

iOS (formerly named iPhone OS) is a mobile operating system from Apple Inc.
It has the second largest installed base worldwide on smartphones, but the
largest profits, due to aggressive price competition between Android-based
manufacturers.[18] It is closed source and proprietary, and is built on the open
source Darwin operating system. The iPhone, iPod Touch, iPad and second or
third-generation Apple TV all use iOS, which is derived from macOS.

Native third party applications were not officially supported until the release of
iPhone OS 2.0 on 11 July 2008. Before this, "jailbreaking" allowed third party
applications to be installed, and this method is still available.

Currently all iOS devices are developed by Apple and manufactured by Foxconn
or another of Apple's partners.

Current iOS version list:

iPhone OS 1.x

iPhone OS 2.x

iPhone OS 3.x

iOS 4.x

iOS 5.x

iOS 6.x

iOS 7.x (major UI revamp)

iOS 8.x

iOS 9.x

24
Competitors

1 Samsung

Samsung is a South Korean multinational conglomerate company headquartered

in Samsung Town, Seoul. Its primary products are apparel, chemicals, consumer
electronics, electronic components, medical equipment, semiconductors, ships,
telecommunications equipment.

2Apple

Apple Inc. is an American multinational technology company headquartered in

Cupertino, California, that designs, develops, and sells consumer electronics,
computer software, and online services.

3LG

It is the best company because of their service.M+19

Lg for special features an innovationM+18

25
LG must be the number 1 with its leading exquisite and superb approach to the
CLASH of SMARTPHONES, however, is an cost-effective and a highly-
proficient. Compared to others out there that doesn't know how to
EXQUISITENESS.

4 HTC

Definitely the best, despite a few faults to the 2011 models. The HTC One
series, especially the top-end flagships are the most beautiful smart phones ever.
Apple and Samsung take no risks and bring out the same phones every year that
have minimal changes. HTC always do a complete change. Someone try to find
a substantial difference between the S3 and the S4, or the iPhone 4s and the
iPhone 5. See there are none. But find a difference between the One X and the
One, there are many, including physical design and general beauty. The One is
the first phone to be completely made of Aluminium and all that, also invented
Ultrapixels.M+8

5 Sony

Sony Corporation, commonly referred to as Sony, is a Japanese multinational

conglomerate corporation headquartered in Kōnan Minato, Tokyo, Japan.

Even before I use Sony Ericson great picture resolutions, smooth quality of
software’s and they always aim for the best phone with each release.M+72

26
Sony is great! I recommend Sony to those who like to play games, listen music
and watch movie through the phone! If you are a young and playful teenager or
youth, Sony's phones are really a great for you

6 Nokia

Nokia! Move forward! Try more! I believe I can see this brand go further in the
future. I'd still like the N9 and the Asha 311. The Lumia's look is not bad. Just
keep improving, overcome this challenge leave behind all the waste.M+35

Nokia may have loosen the game, but they are still on track, no brand was ever
able to put vibrant colours to phone without forsaking the look of quality to the
phone, you can drop your lumia at 5ft without worries, but with other brands, it
will need repair.

7. Blackberry

I tested many android and windows devices, but I experienced good with
blackberry. I never experienced better sound quality in any other devices.
BlackBerry cannot compared with any other devices, its special. My first
smartphone was BlackBerry and my last smart phone also will be BlackBerry.

Beats everyone with the uniqueness!

The first always will be the first, blackberry invented the smart phone, and he
has been faithful to its vision of being the creator of its own operating system

8 Google
27
Google is an American multinational technology company specializing in
Internet-related services and products. These include online advertising
technologies, search, cloud computing, and software. Google is the owner of
android how come it is over here it should be number Google play edition
phones, how can you get any better

9 ASUS

ASUS Tec Computer Inc., (stylized as ΛSUS) is a Taiwanese multinational

computer hardware and electronics company headquartered in Beitou District,
Taipei, Taiwan.

Love asuspadfonetheir catching up. Just give them a little more time to keep
produce and selling more, especially if it comes the United States of America I
sure it will sell.

10 .Huawei

28
Its hilarious that people voted Huawei below Micromax! And even Asus!
Off this record, I own a Huawei ascend mate and I must tell you its been one
year from the launch I just got my 3rd firmware update Jelly bean 4.2.2. No
hardware problem yet and trust me I am literally throw away and drop the phone
sometimes. Although my friend got the phone's screen broken but got it replaced
under warranty without any hustle in just 4 days. Amazing

11 Xiaomi

Why the hell is Xiaomi so low? Come on people vote for Xiaomi as they have
launched their new flagship the Mi4 which has excellent specs for a cheap
price.M+50

Hell man it is why the hell is Xiaomi so low? Come on people vote for Xiaomi
as they have launched their new flagship the Mi4 which has excellent specs for a
cheap price.M+24

Xiaomi Mi3 is the best smartphone ever in such a low price!

29
 CHAPTER – 2

COMPANY PROFILE

Company Profile

PRODUCTS AND STP

Motorola Android Phones

Parent Company Motorola

Category Mobile phone Handsets

Sector Telecommunication

Tagline/ Slogan Hello Moto, Its not just a phone

USP One of the best implementation of Android OS

STP

Segment Mid-High range Mobile phone market

Target Group Young Generation , Professionals in mainly Metros

Positioning Providing options for the likes of Samsung , HTC android phones

HISTORY

30
Electronic communications pioneer Motorola, Inc. is a leading designer and
manufacturer of cellular phones, cordless phones, two-way radios, pagers, cable
modems, broadband set-top boxes, and other communications products and
systems. The company is the world's number two maker of mobile phones
(trailing Nokia Corporation), with a market share of about 17 percent, and is
number one worldwide in two-way radios. Through its Semiconductor Products
Sector, Motorola is also the world's leading producer of embedded processors,
with an emphasis on such high-growth areas as wireless communications,
transportation, and Internet networking. Additionally, Motorola's Integrated
Electronic Systems Sector designs and manufactures a wide variety of electronic
components and systems for the automotive, computer, industrial,
transportation, navigation, energy, consumer, and lighting markets. Nearly 60
percent of Motorola's sales are generated outside the United States. Motorola
has gained recognition over the years for its emphasis on quality, for which it
garnered the first annual Malcolm Baldrige National Quality Award in 1988,
and for its innovative employee welfare and training programs.

The first Motorola television was introduced that same year. It was more
compact and less expensive than any competing models--Motorola charged
$180, while its nearest competitor charged more than $300. The Motorola
'Golden View' set became so popular that within months of its introduction the
company was the fourth largest seller of televisions in the nation.

Later in 1947, Motorola bought Detrola, a failing automobile-radio company

that had manufactured car radios for the Ford Motor Company. The purchase
was made on the condition that Motorola retain Detrola's contract with Ford.
This deal greatly strengthened the company's automobile-radio business.
Motorola subsequently supplied 50 percent of the car radios for Ford and
Chrysler as well as all of the radios for American Motors.

Postwar Shifting of Emphasis to Electronics

31
The creation of the transistor in 1948 by Bell Laboratories marked a major
turning point for Motorola. The company had concentrated on the manufacture
of consumer products, and Paul Galvin felt that the company was unequipped to
enter the transistor and diode field. With his son Robert and Dan Noble
advocating the company's expansion into this new market, however, a
semiconductor development group was formed. The first Motorola product to
result from this effort was a three-amp power transistor, and later a
semiconductor plant was constructed in Arizona. Following this expansion,
Motorola supplied transistors to other companies for use in products that
Motorola also manufactured. In effect, Motorola found itself in the awkward
position of supplying its competitors with parts.

First, the company began to expand operations outside the United States,
building a plant in Mexico and marketing Motorola products in eight countries,
including Japan. An office in Japan was opened in 1961, and in 1968 Motorola
Semiconductors Japan was formed to design, market, and sell integrated circuits.
Second, Robert Galvin instituted several progressive management policies. In
1974 the company launched an employee training and involvement program that
emphasized teamwork and empowered workers at all levels to make decisions.
Such policies laid the groundwork for Motorola's much-touted quality and
efficiency gains of the 1980s. Third, in the late 1970s, Motorola gradually began
to discontinue its consumer-product lines in favor of high-tech electronic
components.

Motorola, post-split

In January 2011, Motorola split into two separate companies, each still using the
word Motorola as part of its name. One company, Motorola Solutions (using a
blue version of the Motorola logo), is based in the Chicago suburb of
Schaumburg, Illinois, and concentrates on police technologies, radios, and
32
commercial needs. The other company, Motorola Mobility (using a red logo), is
based in Chicago (formerly in the Chicago suburb of Libertyville, Illinois), and
is the mobile handset producer. The split was structured so that Motorola
Solutions was the legal successor of the original Motorola, while Motorola
Mobility was the spin-off.

On August 15, 2011, Google announced that it would purchase Motorola

Mobility for about $12.5 billion. On November 17, 2011, Motorola Mobility
stockholders “voted overwhelmingly to approve the proposed merger with
Google Inc”.

On May 22, 2012, Google announced that the acquisition of Motorola Mobility
Holdings, Inc. had closed, with Google acquiring MMI for $40.00 per share in
cash. ($12.5 billion)

On October 30, 2014, Google sold off Motorola Mobility to Lenovo. The
purchase price was approximately US $2.91 billion (subject to certain
adjustments), including US$1.41 billion paid at close: US $660 million in cash
and US$750 million in Lenovo ordinary shares (subject to a share cap/floor).
The remaining US$1.5 billion was paid in the form of a three-year promissory
note.

After the purchase, Google maintained ownership of the vast majority of the
Motorola Mobility patent portfolio, including current patent applications and
invention disclosures, while Lenovo received a license to the portfolio of patents
and other intellectual property. Additionally Lenovo received over 2,000 patent
assets, as well as the Motorola Mobility brand and trademark portfolio.

Divisional Products:
● Enterprise Mobility Solutions: Headquarters located in Schaumburg,
Illinois; comprises communications offered to government and public
safety sectors and enterprise mobility business. Motorola develops analog
and digital two-way radio, voice and data communications products and

33
 systems, mobile computing, advanced data capture, wireless infrastructure
and RFID solutions to customers worldwide.

● Home & Networks Mobility: Headquarters located in Arlington Heights,

Illinois; produces end-to-end systems that facilitate uninterrupted access
to digital entertainment, information and communications services via
wired and wireless mediums. Motorola develops digital video system
solutions, interactive set-top devices, voice and data modems for digital
subscriber line and cable networks, broadband access systems for cable
and satellite television operators, and also wire line carriers and wireless
service providers.

● Mobile Devices: Headquarters located in Chicago, Illinois; designs

wireless handsets, but also licenses much of its intellectual properties.
This includes cellular and wireless systems and as well as integrated
applications and Bluetooth accessories. Some of their latest gadgets are
Moto X Gen 3, Moto X Play, Moto 360 smart watch, etc

Motorola vacuum tube carton

34
An advertisement for Motorola televisions from 1951.

In October 1946 Motorola communications equipment carried the first calls

on Illinois Bell telephone company’s new car radiotelephone service in Chicago.
The company began making televisions in 1947, with the model VT-71 with 7-
inch cathode ray tube. In 1952 Motorola opened its first international subsidiary
in Toronto, Canada to produce radios and televisions. In 1953, the company
established the Motorola Foundation to support leading universities in the
United States.

In 1955, years after Motorola started its research and development laboratory
in Phoenix, Arizona, to research new solid-state technology, Motorola
introduced the world's first commercial high-power germanium-based transistor.
The present "batwing" logo was also introduced in 1955 (having been created by
award-winning Chicago graphic designer Morton Goldsholl in late 1954).

Beginning in 1958, with Explorer 1 Motorola provided radio equipment for

most NASA space-flights for decades, including during the 1969 moon landing.
A year later it established a subsidiary to conduct licensing and manufacturing
for international markets. Motorola created numerous products for use by the
government, public safety officials, business installments, and the general
public. These products included cell phones, laptops, computer processors, and
radio communication devices.

In 1960, it introduced the world's first large-screen portable (19-inch),

transistorized, cordless television. According to the 1962 Illinois Manufacturers

35
Directory (50th anniversary edition), Motorola had 14,000 employees
worldwide of which at least 5,823 employees in 6 plants were located in Illinois.
The company headquarters were at 9401 West Grand Avenue in Franklin Park
and it listed TV receivers, Stereo-Hi Fi equipment as the products at this plant
made by 1,700 employees. The Communications Division was in Chicago at
4545 West Augusta Blvd. where 2,000 employees made electronic
communications equipment. The Military Electronics Division was at 1450
North Cicero Avenue, Chicago where 923 employees made microwave and
industrial equipment. Two more Chicago locations were listed at 4900 West
Flourney Street and at 650 North Pulaski but no employee count was listed for
these. The last plant was listed in Quincy, Illinois at 1400 North 30th Street
where 1,200 employees made radio assemblies for both home and automobile.

In 1963, it introduced the first rectangular colour picture tube. In 1964, the
company opened its first Research and development branch outside of the
United States, in Israel, under the management of Moses Basin. The
modular Quasar brand was introduced in 1967.

In 1969, Neil Armstrong spoke the famous words "one small step for a man, one
giant leap for mankind" from the Moon on a Motorola transceiver.

In 1973, Motorola demonstrated the first hand-held portable telephone.

In 1974, Motorola introduced its first microprocessor, the 8-bit MC6800, used in

automotive, computing and video game applications.That same year, Motorola
sold its television business to the Japan-based Matsushita - the parent company
of Panasonic.

In 1976, Motorola moved its headquarters to the Chicago suburb

of Schaumburg, Illinois.

In 1980, Motorola’s next generation 32-bit microprocessor, the MC68000, led

the wave of technologies that spurred the computing revolution in 1984,

36
powering devices from companies such as Apple, Commodore, Atari, Sun,
and Hewlett Packard.

Dr. Martin Cooper of Motorola made the first private handheld mobile phone
call on a larger prototype model in 1973. This is a reenactment in 2007.

In September 1983, the U.S. Federal Communications Commission (FCC)

approved the DynaTAC 8000X telephone, the world's first commercial cellular
device. By 1998, cell phones accounted for two thirds of Motorola's gross
revenue. The company was also strong in semiconductortechnology,
including integrated circuits used in computers. In particular, it is known for
the 6800 family and 68000 family of microprocessors and related peripheral
ICs; the processors were used in Atari ST, Commodore Amiga, Colour
Computer, and Apple Macintosh personal computers and in the early HP laser
printers, and some 6800-family peripheral devices were used in the IBM
PC series of personal computers. The Powerpcfamily 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.

In 1986, Motorola invented the Six Sigma quality improvement process. This

became a global standard. In 1990 General Instrument Corporation, which was
later acquired by Motorola, proposed the first all-digital HDTV standard. In the

37
same year the company introduced the Bravo numeric pager which became the
world's best-selling pager.

In 1991, Motorola demonstrated the world's first working-prototype digital

cellular system and phones using GSM standard in Hanover, Germany. In 1994,
Motorola introduced the world's first commercial digital radio system that
combined paging, data and cellular communications and voice dispatch in a
single radio network and handset. In 1995, Motorola introduced the world's first
two-way pager which allowed users to receive text messages and e-mail and
reply with a standard response.

In 1998, Motorola was overtaken by Nokia as the world's biggest seller of

mobile phone handsets

On September 15, 1999, Motorola announced it would buy General

Instrument in an $11 billion stock swap. General Instrument had long been the
No. 1 cable TV equipment provider, supplying cable operators with end-to-end
hybrid fiber coax cable solutions. This meant that GI offers all cable TV
transmission network components from the head-end to the fiber optic
transmission nodes to the cable set-top boxes, now at the availability of
Motorola. GI's acquisition created the Broadband Communications Sector
(BCS).

In 1999, Motorola separated a portion of its semiconductor business—the

Semiconductor Components Group (SCG)-- and formed ON Semiconductor,
whose headquarters are located in Phoenix, Arizona.

In June 2000, Motorola and Cisco supplied the world's first

commercial GPRS cellular network to BT Cellnet in the United Kingdom. The
world's first GPRS cell phone was also developed by Motorola. In August 2000,
with recent acquisitions, Motorola reached its peak employment of 150,000
employees worldwide Two years later, employment would be at 93,000 due to
layoffs and spinoffs.
38
In 2002, Motorola introduced the world's first wireless cable
modem gateway which combined a high-speed cable modem router with
an ethernet switch and wireless home gateway. In 2003, Motorola introduced the
world's first handset to combine a Linux operating system and Java technology
with "full PDA functionality". In 2004, Motorola divested its whole
semiconductor business to form Freescale Semiconductor.

The Motorola RAZR line sold over 130 million units, which brought the
company to the number two mobile phone slot in 2005.

In June 2005, Motorola overtook the intellectual property of Sendo for $30,000

and paid £362,575 for the plant, machinery and equipment.

In June 2006, Motorola acquired the software platform (AJAR) developed by

the British company TTP Communications plc. Later in 2006, the firm
announced a music subscription service named iRadio. The technology came
after a break in a partnership with Apple Computer (which in 2005 had
produced an iTunes compatible cell phone ROKR E1, and most recently, mid-
2007, its own iPhone). iRadio has many similarities with existing satellite radio
services (such as Sirius and XM Radio) by offering live streams of commercial-
free music content. Unlike satellite services, however, iRadio content will be
downloaded via a broadband internet connection. As of 2008, iRadio has not
been commercially released and no further information is available.

In 2007, Motorola acquired Symbol Technologies to provide products and

systems for enterprise mobility solutions, including rugged mobile computing,
advanced data capture, and radio frequency identification (RFID)In 2010,
Motorola sold its cellular-infrastructure business Nokia Siemen
Networks for$1.2billion.

39
MARKETING MIX

to  

40
Marketing Mix of Motorola analyses the brand/company which covers
(Product, Price, Place, and Promotion) and explains the business &
marketing strategies of Motorola.

Products: 
This segment offers of communication infrastructure, devices, software and
accessories. Customers of this segment include commercial and industrial
customers as well as government, Emergency and public safety agencies. This
segment of Motorola had sales of $3.7 billion and represented 65% of
consolidated sales.

There are two product lines in this segment of Motorola products:

Devices: Devices includes: (i) two-way portable radios and vehicle-mounted

radios, (ii) accessories - batteries, speaker microphones, headsets, earpieces,
carry cases and cables, and (iii) software features and upgrades

Systems: Systems includes: (i) the radio network core and central processing
software, (ii) base stations, (iii) consoles, (iv) repeaters, and (v) software
applications and features

Services: This segment of Motorola service provides offerings for commercial

communication networks, government and public safety. The main product lines
are:

Integration services - Integration services include the application, optimization,

and incorporation of systems, devices, software, and applications. Managed &
Support services – Include a wide range of services related to repair, technical
support, and hardware maintenance. Integrated Digital Enhanced Network
services – Consist of hardware and software maintenance services

Price:
Motorola Solutions is the market leader in public safety communication which
includes devices and infrastructure. Motorola Solutions has greater than 50%
41
share in public safety radio handsets and infrastructure. This market leadership
gives it cost advantage that is it can produce products at a lower cost and sell
them at a lower price to generate a larger margin on sales. This position also
gives the company significant power to bargain with suppliers to determine
prices. Motorola uses economies of scale to produce large number of products
and bring down prices. Because of its diverse offerings, the pricing strategy in
the marketing mix is not only based on market leadership but also enterprise
requirements & competitor offering. Motorola produces high tech and
innovative products hence when it introduces a product the price is generally
high. This is because the lot of investment in research and development and
market research into the product. As the product life cycle of the product
decreases the price is brought down. Since Motorola caters to the government
which awards contracts based on tenders Motorola has to work with fixed price
contracts, this can be a source of risk as prices of production may go up. 

Place:
Motorola Solutions products can be brought in stores or online. There are
various third party retailers who sell these products in store as well as online
such as Amazon, Costco, Wallmart. Motorola works with a global network of
channel partners to provide mobility and communications products to customers.
Motorola has a Motorola Solutions PartnerEmpower™ Program which is used
to ensure that channel partners understand the products and can give technical
help and cater to the needs of the customers. The company has over 7,500
channel partners. The company’s channel partners include Mobile Radio
Service, Two-Way Radio, and Keystone Communications among others. The
company’s distribution partners include Astra Communications, Wireless
Solutions and ACS among others. The company’s software partners include
Rayfield Communications, Genesis among others. These channel partners allow
the company to deliver its diverse goods and services to different segments of
customers which have different needs.

42
Promotion:
Motorola has developed its brand image on innovation and high quality.
Motorola works in tandem with its channel partners to market its products. It
provides effective and reliable sales and marketing resources, materials, tools,
which enable the partners to promote the products effectively. Partners can
create marketing resources with Motorola to generate demand and explore new
markets. The resources provided are videos, presentations, price lists, brochures
product specifications, technical documents among others. Special promotion
offers are used which include discounts, incentives and rebates. This gives an
overview on Motorola marketing mix.

People- This marketing factor refers to all the employees who are working in
Motorola organizations. Staff or employees play vital role in maintaining
healthy customer relationships. Employees who involved in product
development, promotions, sales and customer services are the few important
personnel in case of Motorola.

Process- This factor mostly refers to the services offered by an organization. In

order to deliver quality of services to the end user, Motorola introduced various
new procedures. For example, procedures to identify needs of customers and
processes to handle complaints from end users.

MOTOROLA
Motorola changed its name from Motorola, Inc. to Motorola Solutions, Inc. in
2011. Motorola Solutions is a manufacturer and provider of communication
infrastructure, devices, services, software and accessories. The company began
operations in 1928. It has customers in more than 100 countries and employs
15000 people as of 2014. It is headquartered at Illinois US.

Products

43
Business instalments, and the general public. These products include cell
phones, laptops, and radios.

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 2000and 2001, caused Motorola to spin off
its governmentand 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 intoa 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

44
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

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, 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
45
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.

PRODUCT

Black RAZR V3

Since July 2003, Motorola released the Razr V3 in the third quarter of
2004Because of its striking appearance and thin profile, it was initially marketed
as an exclusive fashion phone, but within a year, its price was lowered and it
was wildly successful, selling over 50 million units by July 2006. Over the Razr
four-year run, Motorola sold more than 130 million units, becoming the
bestselling clamshell phone in the world.

46
Motorola released other phones based on the Razr design as part of
the 4LTR line. These include the Pebl U6, Slvr L6, Slvr L7 (more expensive
variant of Slvr L6), Razr V3c (CDMA), Razr V3i (with upgraded camera and
appearance), V3x (supports 3G technology and has a 2-megapixel camera), Razr
V3xx (supports 3.5Gtechnology) and Razrmaxx V6 (supports 3.5G technology
and has a 2-megapixel camera) announced on July 2006. The Razr series was
marketed until July 2007, when the succeeding Motorola Razr2 series was
released. Marketed as a sleeker and more stable design of the Razr, the Razr 2
included more features, improved telephone audio quality, and a touch sensitive
external screen. The new models were the V8, the V9, and the V9m. However,
Razr2 sales were only half of the original in the same period. Because Motorola
relied so long upon the Razr and its derivatives and was slow to develop new
products in the growing market for feature-rich touchscreen and 3G phones, the
Razr appeal declined while rival offerings like the LG Chocolate, BlackBerry,
and iPhone captured, leading Motorola to eventually drop
behind Samsung and LG in market share for mobile phones. Motorola's strategy
of grabbing market share by selling tens of millions of low-cost Razrs cut into
margins and resulted in heavy losses in the cellular division.

Motorola capitalized on the Razr too long and it was also slow adopting 3G.
While Nokia managed to retain its lead of the worldwide cellular market,
Motorola was surpassed first by Samsung and then LG Electronics. By 2007,
without new cellphones that carriers wanted to offer, Motorola sold tens of
millions of Razrs and their offshoots by slashing prices, causing margins to
collapse in the process In January 2007, then-CEO of Motorola Ed Zander rode
a yellow bike onto the stage in Las Vegas for his keynote speech at
the Consumer Electronics Show.Zander departed for Dell, while his successor
failed to turn around the struggling mobile handset division.

Motorola continued to experience severe problems with its cellphone/handset

division in the latter-2000s, recording a record $1.2 billion loss in Q4 2007.Its
47
global competitiveness continued to decline: from 18.4% market share in 2007,
to 9.7% by 2008. By 2010 Motorola's global market share had dropped to
seventh place, leading to speculation of bankruptcy of the company.While
Motorola's other businesses were thriving, the poor results from the Mobile
Devices Unit as well as the 2008 financial crisis delayed the company plans to
spinoff the mobile division.

Android range

In 2008, Sanjay Jha took over as co-chief executive officer of Motorola's mobile

device division; under Jha's control, significant changes were made to
Motorola's mobile phone business, including most prominently, a shift to the
recently introduced Android operating system as its sole smart phone platform,
replacing both Symbian and Windows Mobile. In August 2009, Motorola
introduced the Cliq, its first Android device, for T-Mobile USA. The device also
featured a user interface known as Motoblur, which aimed to aggregate
information from various sources, such as e-mail and social networking services,
into a consistent interface.

A month later, Motorola unveiled the Droid, Verizon Wireless's first Android

phone, which was released on November 8, 2009. Backed with a marketing
campaign by Verizon, which promoted the device as a direct competitor to the i
Phone with the slogan "i Don't", "Droid Does", the Droid was a significant
success for Motorola and Verizon; Flurry estimated that at least 250,000 Droid
smart phones had been sold in its first week of availability. PC
World considered the sales figures to be an indicator of mainstream growth for
the Android platform as a whole. The Droid was also named "Gadget of the
Year" for 2009 by Time. Other Droid-branded devices would be released by
Verizon, although not all of them were manufactured by Motorola.

In 2010, Motorola released the Droid X along with other devices such as

the Charm, Flip out, and i1. In July 2010, Motorola reported that it had sold 2.7
48
million smart phones during the second quarter of 2010; an increase of 400,000
units over the first quarter. Jha stated that the company was in "a strong position
to continue improving our share in the rapidly growing smartphone market and
[improve] our operating performance."In its third quarter earnings report, Jha
reaffirmed that the Droid X was selling "extremely well".

Atrix 4G, and Droid RAZR Droid Bionic, XOOM,

On January 5, 2011, Motorola Mobility announced that the Atrix 4G and the
Droid Bionic were headed to AT&T and Verizon, respectively, with expected
release dates in Q1 of 2011. The Atrix was released on February 22 as the
world's first phone with both a Dual-Core Processor and 1 GB of RAM. The
phone also had optional peripherals such as a Multimedia Dock and a Laptop
Dock which launched a Web top UI  On February 24, two days after the
releaseofAtrix, the company released Motorola Zoom, the world's first Android
3.0 tablet, and followed it up shortly afterwards with an update to make it the
world's first Android 3.1 tablet.

In the fourth quarter of 2011, Motorola unveiled the Droid RAZR, the world's
thinnest 4G LTE smart phone at that time at just 7.1 mm. The Droid Razr
featured Kevlar backing, the same used in bulletproof vests, and a Gorilla
Glass faceplate. The phone was very successful through Verizon Wireless, and
many colour variants of it were released. In addition, a Maxx version of the
Droid RAZR with an extended battery was released at CES 2012. The Droid
RAZR MAXX won CTIA's "Best Smartphone" award. he company also
announced new products by late 2011 and early 2012 such as the Xoom 2
tablets, the motoACTV fitness watch with Android, and the Droid 4 with 4G
LTE for Verizon Wireless.

Though Jha managed to restore some of the lost luster to Motorola Mobility, it
still struggled against Samsung and Apple. Even among Android manufacturers,
Motorola had dropped behind Samsung, HTC, and LG in market share by the

49
second quarter of 2011. This may have been due to the delay in releasing 4G
LTE-capable devices, as well as setting the prices of its new products too high.
Jha was replaced by Dennis Woodside as CEO by May 2012, when the Google
acquisition was complete.

Motorola released the Droid RAZR HD (and Droid RAZR MAXX HD) as its
2012 flagship devices, featuring improvements over 2011's RAZR. A lower end
RAZR M was released, along with an Intel powered RAZR i. Through late 2012
until 2013's third quarter, no further devices were released, except for the lower
end RAZR D1 and D3 devices for Latin America

Moto X

In an August 2013 interview, Motorola Corporate VP of product

management Lior Ron explained that the company will focus on the production
of fewer products to focus on quality rather than quantity. Ron stated, "Our
mandate from Google, from Larry, is really to innovate and take long-term bets.
When you have that sort of mentality, it’s about quality and not quantity".

Speaking at the D11 conference in Palos Verdes, California, in May 2013,

Motorola CEO Dennis Woodside announced that a new mobile device would be
built by his company at a 500,000 square-feet facility near Fort Worth, Texas,
formerly used by Nokia. The facility will employ 2,000 people by August 2013
and the new phone, to be named "Moto X", will be available to the public in
October 2013.]The Moto X featured Google Now software, and an array of
sensors and two microprocessors that will mean that users can “interact with [the
phone] in very different ways than you can with other devices”. Media reports
suggested that the phone will be able to activate functions preemptively based
on an "awareness" of what the user is doing at any given moment.

On July 3, 2013, Motorola released a full-page colour advertisement in many

prominent newspapers across the United States. The advertisement claimed that
Motorola's next flagship phone will be "the first smart phone designed,
50
engineered, and assembled in the United States". On the same day that the
advertisement was published, ABC News reported that customers will be able to
choose the colour of the phone, as well as add custom engravings and wallpaper
at the time of purchase.

In early July 2013, the Wall Street Journal reported that Motorola will spend
nearly US$500 million on global advertising and marketing for the device. The
amount is equivalent to half of Apple's total advertising budget for 2012.

On August 1, 2013, Motorola Mobility unveiled the Moto X smart phone. It was

released on August 23, 2013 in the United States and Canada.

On September 5, 2014, Motorola Mobility released the Moto X (2nd

generation) smart phone. This continued the trend of the company letting
consumers customize their devices through their Moto Maker website, and
added new customization options like more real wood choices and new leather
options. The device itself also got many bump-ups in specs; with a new 5.2 inch
(13 cm) 1080p super AMOLEDpen tile display, a faster
2.5 GHz Qualcomm Snapdragon 801 processor, and an improved 13-megapixel
rear camera capable of recording 4k resolution video with a duel LED flash. The
device also came with new software features along with new infrared proximity
sensors.

The Moto X Play and Moto X Style smart phones were announced in July 2015,

and were released in September 2015.[30] Many customers who have ordered
customized Moto X Pure Editions via Motorola's website have experienced
delays receiving their devices. These delays have been attributed to issues
including: manufacturing issues, lack of parts needed to complete assembly of
custom phones (black fronts, Verizon SIM cards and 64 GB versions), a possible
redesign due to initial phones having a defect that causes one of the front facing
speakers to rattle at high volume and multiple day delays clearing U.S. Customs
at FedEx's Memphis, TN hub due to issues related to the import paperwork.

51
Moto G

On November 13, 2013, Motorola Mobility unveiled the Moto G (1st

generation), a relatively low-cost smart phone. The Moto G will be launched in
several markets, including the UK, United States, France, Germany, India and
parts of Latin America and Asia. The Moto G is available in the United States,
unlocked, for a starting price of US$179. The device is geared toward global
markets and some US models support 4G LTE. Unlike the Moto X, the Moto G
is not manufactured in the United States.

On September 5, 2014, Motorola Mobility released its successor to the 2013

version of the Moto G, called the Moto G (2nd generation). It came with a larger
screen, higher resolution camera, along with dual front-facing stereo speakers.

On July 28, 2015, Motorola Mobility released the third generation of the Moto
G series, called the Moto G (3rd generation), in a worldwide press conference in
New Delhi, India. It retained the same screen as before but upgraded the
processor and RAM. Furthermore, it has an IPx7 water-resistance certification
and comes into two variants - 1GB RAM / 8GB ROM and 2GB RAM / 16GB
ROM. The device also has the latest (at the time) Android Lollipop OS v5.1.1.

In May 2016, Motorola released three fourth generation Moto G smart

phones: Moto G⁴, Moto G⁴ Plus, and Moto G⁴ Play.

On February 26, 2017, Motorola Mobility released two fifth generation Moto G
smart phones during Mobile World Congress: Moto G5 and Moto G5 Plus.

Moto E

The Moto E (1st generation) was announced and launched on May 13, 2014. It

was an entry-level device intended to compete against feature phones by
providing a durable, low-cost device for first-time smart phone owners or
budget-minded consumers, with a particular emphasis on emerging markets. The
Moto E shipped with a stock version of Android "Kit Kat."
52
The Moto E (2nd generation) was announced and launched on March 10, 2015,
in India. Released in the wake of its successful first generation, the second
generation of the Moto E series still aims to provide a smooth experience to
budget-oriented consumers. It increased the screen size to 4.5" but kept the
resolution at 540 x 960px. It came in two versions, a 3G-only one powered by a
Snapdragon 200 chipset and a 4G LTE version powered by a Snapdragon 410
chipset. As before, it shipped with a stock version of the latest (at the
time) Android 5.0 "Lollipop".

In 2015 Motorola Mobility marketed the Moto E with the promise of continual
updates and support, "And while other smart phones in this category don't
always support upgrades, we won't forget about you, and we'll make sure your
Moto E stays up to date after you buy it." However, 219 days after launch
Motorola announced that it was to cease support for the Moto E.It was later
announced that the device would receive further updates in Canada, Europe,
Latin America, and Asia (excluding China). China and the US carrier-branded
versions of the device will not receive further updates.

Nexus 6/Moto X Pro

The Nexus 6 was announced October 15, 2014 by Motorola Mobility in

partnership with Google. It was the first 6-inch smart phone in the mainstream
market, and came with many high-end specs. It was the successor to the Nexus
5, Google's previous flagship phone from their Google Nexus series of devices.
Its design was similar to the Moto X (2nd generation) but with a larger display
and dual, front-facing speakers rather than the single front-facing speaker on the
Moto X. It was the first phone running vanilla Android Lollipop, receiving
software updates directly from Google.

On January 26, 2015, Motorola Mobility announced that they would sell
the Moto X Pro in China. The Moto X Pro was similar to the Nexus 6 in terms
of hardware, but excluded all of Google's services and applications.
53
Droid Turbo

The Droid Turbo (Moto Maxx in South America and Mexico, Moto Turbo in
India) features a 3900 mAh battery lasting up to two days. Motorola claims an
additional eight hours of use after only fifteen minutes of charging with the
included Turbo Charger. The device is finished in ballistic nylon over a Kevlar
fiber layer and is protected by a water repellent Nano-coating.

The Droid Turbo uses a quad-core Snapdragon 805 processor clocked at

2.7 GHz, 3 GB RAM, a 21-megapixel camera with 4K video, 5.2-inch screen
with resolution of 2560 × 1440 pixels. The Droid Turbo includes 32 or 64 GB of
internal storage, while the Moto Maxx is only available in 64 GB.

Moto z

The Moto Z (Moto Z Droid in the United States) was introduced in June 2016.
The smart phone features Motorola's Moto Mods platform, in which the user can
magnetically attach accessories or "Mods" to the back of the phone, including a
projector, style shells, a Hasselblad-branded camera lens, and a JBL speaker.
Moto Z was introduced as the thinnest premium smart phone in the World,
according to Motorola, and features a 13-megapixel camera with 4K video, 5.5-
inch screen and 4GB of RAM.

Brand licensing

The company has licensed its brand through the years to several companies and
a variety of home products and mobile phone accessories have been released.
Motorola Mobility created a dedicated "Motorola Home" website for these
products, which sells corded and cordless phones, cable modems and routers,
baby monitors, home monitoring systems and pet safety systems. In 2015,
Motorola Mobility sold its brand rights for accessories to Binatone, which

54
already was the official licensee for certain home products. This deal includes
brand rights for all mobile and car accessories under the Motorola brand.

In 2016, Zoom Telephonic was granted the worldwide brand rights for home
networking products, including cable modems, routers, and Wi-Fi range
extenders and related networking products

MAJOR BRANDS THAT ARE DEALT BY DEALERS

55
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 favour 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,
Ben Q, Alcatel etc will have to justify their launch in the long
Run The biggest advantage that has worked in Nokia’s favour is its marketing
strategy, which focuses more on their state of the art Handsets. They were the
first company to come with a mobile within 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 agreedon this statement, not only is the after sale service excellent
but also the quality and pricing of products is excellent.

56
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 centres also makes it difficult to launch new products over
here

OPPORTUNITIES: -

57
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.

All of these mean that Motorola's marketing strategies, especially its advertising
strategies, will become the most important element of its sustained and
successful growth. The challenge for Motorola is to gain and maintain market
share, and continue to seek future growth.

"Winning clients is one thing; keeping them an entirely different challenge...

companies have to adopt proactive strategies to retain hard-won customers."
(How to maintain loyalty among 'risk' customers, 2009, p1)

Therefore, the application of successful advertising strategies is a critical factor

for attracting new customers and keeping existing ones. Marketing research
suggests that advertising is about attitudes, the attitudes of consumers towards
products. Boyd, Ray and Strong (2007) propose that there are five strategies
which marketing managers can pursue in relation to basing their advertising
campaigns on attitudinal change.

58
 CHAPTER 3
RESEARCH METHODOLOGY

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 OBJECTIVE
measure MARKETING MIX MOTOROLA Co. Ltd.

 To understand customer reaction towards the Honda cars.

 To know what type of cars does the customer wants.
 To understand its effect on the customers.
59
DEFINITION OF RESEARCH DESIGN
Research is common parlance refers to a search for knowledge. Once can also
define research as a scientific and systematic search for pertinent information on
a specific topic. In fact, research is a scientific investigation. The Advance
Learner’s Dictionary of Current English lays down the meaning of research as
“a careful investigation or inquiry especially through search for new facts in any
branch. “

RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as
a science of studying how research is done scientifically. The scope of research
methodology is wider than of research method. In it, we study the various steps
that are generally adopted for the research in studying his research problem
along with the logic behind them. It is necessary for the researchers to know not
only the research methods/techniques but also the methodology.

RESEARCH DESIGN
Decisions regarding what, when, how much, by what means concerning an
enquiry or a research study constitute a research design. “A research design is
the arrangement of conditions for collections and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in
procedure. “

TYPES OF RESEARCH DESIGN

● Exploratory research design

They are termed as formulate research studies. The main purpose of such studies
is that of formulating a problem for more precise investigation or of developing
the working hypotheses from an operational point of view.
60
 ● Descriptive research design

It includes survey and fact-finding enquires of different kinds. The major

purpose of it is description of the state of affairs as it exists at present.

SAMPLING

Sampling unit

A decision has to be taken concerning a sampling unit before selection sample.

It may be a geographical one such as state, district, village, etc., or a
construction unit such as house, flat, etc., or may be an individual. The
researcher will have to decide one or more of such units that he has to select for
his study.

Sample technique

In non-probability sampling technique the chances of selection of all elements of

population are not equal and convenience sampling method means sample
drawn at the convenience of the interviewer people tend to makes the selection
at familiar location and choose respondents who are like themselves.

SOURCES OF DATA

● Secondary data
It means data that are already available i.e. they refer to the data which have
already been collected and analysed by someone else. When the researcher
utilize secondary data then he has to look into various sources from where he
can obtain them. In this case he is certainly not confronted with the problems
that are usually associated with the collection of original data.

Secondary data may be either published or unpublished data.

▪ Internet

▪ Database

61
THEREFORE IN THIS PROJECT SECONDARY DATA HAS BEEN USED.

62
 CHAPTER – 4

Findings and Recommendations

· 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

· 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)

63
· 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 he 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

64
 CHAPTER -5
CONCLUSIONS

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 customer's 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.

65
 CHAPTER-6
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
➢https://www.ukessays.com/essays/marketing/motorola-case-study.php
➢http://www.icmrindia.org/casestudies/catalogue/Business
%20Strategy/BSTR267.htm
➢http://www.aiga.org/case-study-motorola-solutions
➢http://www.daywireless.com/motorola/resources/case-studies.htm

COMPANY CATALOGUE & BROCHURES

➢http://solutionscatalog.motorola.com/
➢http://www.nesscoinvsat.com/invsat/default_product_page.asp?pageid=615

66