Motorola

Motorola mobile handsets were among the first one to enter into the Indian market but they could not keep the pace with the growth of the industry. It was found that customers had very little belief in the brand even lower than the late entrants like Sony Ericsson, LG, Samsung etc. The other problem which Motorola was facing the lack of support from local retail outlets and opinion leaders. This was the short story of Motorola in 2005.

So in 2005, it started with the objective of gaining better foothold in the Indian market which presently has more than 350 million mobile subscribers. It tied up with its national distributor, Bharti Teletech to increase its retail touch points from 3000 to 32000. That was a significant move.

Then in 2006, It entered into distribution network with ITC e-choupal. The collaboration was termed as Bharat Moto with the objective of turning the opinion leaders into MOTO customers.

Then Motorola tied up with almost every big subscriber like Airtel, Vodafone, Idea, BSNL to offer low end handsets with every new connection.

Then the major boost happened to Moto brand by the TV commercials, The major strategy of Moto was bit different from others. Along with communicating the salient features of handsets, Moto made sure that it creates a oomh factor among the customers. It started a viral in the market that keeping a Moto mobile is status and every range of mobile can be flashed.

In 2007, Moto signed Abhishek Bachhan to endorse its Rokr E6 product which was a great success. In one of the surveys, Moto found that its customers are mainly the first time buyers of the age bracket of 16-35, so it targeted its communication to youth. It positioned itself as cool and new techy brand.

Moto was one of the few companies to start Digital marketing in India. It advertised heavily on portals like yahoo, rediff etc. Even its website motostar.in had more than 0.1 million registered users. So moto very well used Social Media Marketing(SMM).

All this marketing initiatives helped Motorola to offer sub brands like Flip Moto, Foto Moto, Moto Yuva. The parent brand assures the customers of the quality and the sub brands offered the company to expand its portfolio and target the larger audience.

So it seems that Moto has got a right fit into the fastest emerging market in India by targeting the youth.