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Motorola bets big on e-tail, launches Moto G-3rd Gen

29-July-2015
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Motorola bets big on e-tail, launches Moto G-3rd Gen

According to a Motorola study, 74 per cent of Indians sleep holding their phone and most can't go a single day without it. Motorola believes that “smartphone users trust their handsets with their most personal questions, photos, stories and secrets.” And, in order to “nurture the relationship between the phone and the user,” Motorola announced the launch of the all Moto G (3rd Gen), that will be available exclusively on Flipkart with multiple launch offers.

"At Motorola, we believe everyone deserves the choice of a better mobile relationship. One that is personal, fulfilling and stands the test of time at a budget that fits your pocket," Motorola India General Manager Amit Boni said.

Digital First campaign

To initiate the campaign for the launch of this smartphone, Motorola launched a #MyMotoBFF contest on Flipkart. The winners of this contest were announced yesterday at the launch.

Watch the video here:

“We have already begun a 360-degree marketing campaign for this offering, with key focus on digital. Print, radio, OOH and TV are next in line, and will aggressively look to promote the product,” said Marcus Frost, Senior Marketing Director, APAC and EMEA, Motorola Mobility.

According to him, “The next generation of our most popular smartphone ever, the Moto G (3rd Gen) is designed with more meaningful experiences, enhanced performance and more customisation options at a price that won’t break the bank or your heart. Ready to weather any storm, it comes with advanced water-resistance technology so it stays safe from splashes or accidental drops in the water. It keeps things real with a 13-megapixel camera that takes true-to-life photos in any light.”

India focus

According to market reports, in January, Motorola crossed the three million device sales mark with the Moto E and Moto G making up almost 80 to 85 percent of the sales.

“We count India as one of our most critical markets globally. Even though I cannot reveal numbers, I can assure you that the India’s is huge in the global purview. Be it in terms of marketing, or sales, India is one of the key growth geographies for us,” said Frost.

“Native advertising is growing bigger by the day, and we are tapping that opportunity. We are marketing our products on all possible channels, keeping social media and digital at the centre of it all,” he stated.

“We consider India as one of the first countries when we think about our business, because that's where future lies. The market here in India is vibrant, growing incredibly quickly and we believe that India is a great match to our products and product strategy,” he added.

Motorola’s Bangalore office is the second largest office outside of the US.

Products galore

Speaking about the product portfolio in India, Boni said, “There is a huge opportunity for us to bring people more choices. So, we developed a portfolio focusing on the masses with Moto E and Moto G with best-in-class specs at a very disruptive price while we also have products for our niche high-profile consumers, like the Moto X.”

“We really don't chase numbers. Our attempt is to provide the right to access internet to all by putting a smartphone in every hand. Motorola had a phenomenal momentum in the past year and steadily continues to increase that. With our rapidly growing smartphone business, I am sure we will reach new heights,” he added.

e-tail, not retail

“At present, we do not have any plans to sell our devices through retail stores of any telecom brand. Our strategic partnership with Flipkart has changed the way Indians buy smartphones. For Motorola, it is not just about selling phones online, we also have over 400 employees and contractors in the country and have enabled over 130 repair and service centres across India,” said Boni.

When asked if there were any plans to sell via retail store, Boni said, “At the moment, no. We will only be selling through Flipkart.”

“Our service philosophy is our relationship starts when a person buys a phone. Unlike a lot of other vendors who enter India, we delayed our entry to set up our service centres. We spent more time thinking, and evangelizing what can we do in our service network. I can tell you for a fact that our service is the differentiator. People vouch by Motorola service standards. You will see us making our service better and better,” he added.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

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