A brand becoming the number two brand from No 5 with market share going up from 2.6 to 15% in a year in a market as highly competitive as the Mobile handsets market is a story which catches attention, which is what it did when I read it in the Business Standard-Strategist today. The company we are talking about is Motorola. The success in the market was attributed to the fact that could move people away from the feature driven compare-and-buy approach to making people buy the product for style and design making it a cool brand to buy. The article also says that it helped that Motorola’s sub-brands have catchy names like Razr, Pebl and Flip which helped it differentiate from competition. A combination of good promotions involving a celebrity's also helped the cause.
But in the youtube I found Al Ries the Marketing Guru criticizing Motorola for its branding strategy,It provided me with a contrast on the situation, which forced me to think are the fundamentals in marketing in these two countries so different??
At the end of the article in Strategist on the sucess of Motorola in India is given the fact that Motorola never had phones in the below 5000/- range and the launch of MotoFlip W220, which was priced under 4000/- only in August 2006. The launch was backed up with a good ad. It makes me wounder if consumers were just waiting for a sub 4000/- handset to be launched or was a mix of things ............
Tuesday, October 23, 2007
Subscribe to:
Post Comments (Atom)
Posts
3 comments:
A brand becoming the number two brand from No 5 with market share going up from 2.6 to 15% in a year in a market as highly competitive as the Mobile handsets market is a story which catches attention, which is what it did when I read it in the Business Standard-Strategist today. The company we are talking about is Motorola. The success in the market was attributed to the fact that could move people away from the feature driven compare-and-buy approach to making people buy the product for style and design making it a cool brand to buy. The article also says that it helped that Motorola’s sub-brands have catchy names like Razr, Pebl and Flip which helped it differentiate from competition. A combination of good promotions involving a celebrity's also helped the cause.
But in the youtube I found Al Ries the Marketing Guru criticizing Motorola for its branding strategy,It provided me with a contrast on the situation, which forced me to think are the fundamentals in marketing in these two countries so different??
At the end of the article in Strategist on the sucess of Motorola in India is given the fact that Motorola never had phones in the below 5000/- range and the launch of MotoFlip W220, which was priced under 4000/- only in August 2006. The launch was backed up with a good ad. It makes me wounder if consumers were just waiting for a sub 4000/- handset to be launched or was a mix of things ............
A brand becoming the number two brand from No 5 with market share going up from 2.6 to 15% in a year in a market as highly competitive as the Mobile handsets market is a story which catches attention, which is what it did when I read it in the Business Standard-Strategist today. The company we are talking about is Motorola. The success in the market was attributed to the fact that could move people away from the feature driven compare-and-buy approach to making people buy the product for style and design making it a cool brand to buy. The article also says that it helped that Motorola’s sub-brands have catchy names like Razr, Pebl and Flip which helped it differentiate from competition. A combination of good promotions involving a celebrity's also helped the cause.
But in the youtube I found Al Ries the Marketing Guru criticizing Motorola for its branding strategy,It provided me with a contrast on the situation, which forced me to think are the fundamentals in marketing in these two countries so different??
At the end of the article in Strategist on the sucess of Motorola in India is given the fact that Motorola never had phones in the below 5000/- range and the launch of MotoFlip W220, which was priced under 4000/- only in August 2006. The launch was backed up with a good ad. It makes me wounder if consumers were just waiting for a sub 4000/- handset to be launched or was a mix of things ............
Post a Comment