Motorola is currently redefining the way people discover, share, and engage with the world around them through their marketing blitz, with the needs of the customer and innovation at its core. As the third most preferred brand in the fiscal year 2021–2022 (FY 2021–2022), with brand preference increasing by 2 percent annually, Motorola has established itself as a top brand thanks to its innovative technology and a string of successful product launches.
Motorola has always espoused the idea of pursuing a long-term “profitable growth” plan. The company has been successful for a while and has been expanding quickly in both value and volume, with a double-digit premium to market growth each year. Motorola takes pride in adjusting to the astute pace of their customers, for their customers, as the dynamics of how businesses attempted to seize the market changed.
Advertising Minds, Motorola India’s Head of Marketing, Shivam Ranjan, discusses the company’s approach of “profitable growth,” using relatable contextual communication to promote its innovations, advancing its 5G strategy, and much more.
Motorola has consistently espoused the value of pursuing a long-term strategy of “profitable growth.” They have recently not only been profitable but also expanding quickly in terms of both value and volume, with an annual growth rate that is double that of the market.
They are now the No. 3 brand in India for aided awareness, consideration, and preference, with all of their brand’s metrics at a 5-year high.
The main components of their approach driving this quick growth are as follows:
- Increasing brand aspiration through ongoing product innovation. (Example, the Motorola Edge 30, the thinnest 5G phone ever.)
- Creating use cases through services and software. (Examples include ReadyFor and ThinkShield for mobile).
- Expanding presence across retail and online channels. ( Example, Motorola.in, Flipkart, Reliance Digital Retail, etc.)
- Youth-centric, localised communication to build stronger ties with India’s Gen Z.
The largest e-commerce site in India, Flipkart has a presence in both Tier 1 and Tier 2 cities as well as metro areas. They are now able to seamlessly provide their diverse selection of products across the nation thanks to their strategic cooperation with Flipkart. Over the past two years, this strategy has enabled them to steadily increase both their volume and value share.
Additionally, they have been making investments in the retail sector and are always looking to increase their retail footprint through collaborations with GT, Modern Trade, and O2O. They intend to be present in roughly 50,000 outlets in India by the end of FY22-23 through solid collaborations with national LFR chains like Reliance Digital as well as regional chains, O2O and general trade.
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