Motorola is without a doubt a crucial player in the overall mobile market of the country. With an estimated 7.6% market share at its helm, the brand is the fifth largest mobile company in the industry and caters to varied age groups through an array of phonemodels including Moto G, Moto X and Moto E.
What distinguishes Motorola from its rival brands is the unique marketing strategy that the brand has resorted to since its revival. The brand is only known to market its products through the national e-commerce giant Filpkart with an extensive social media and print campaign to support it.
Interestingly so far the brand has kept away from on ground promotional campaigns and experiential endeavors. But with the most recent Moto X and Moto E launch, Motorola too has joined the consumer engagement bandwagon with its latest Moto SpotLight campaign.
Rachna Lather, Marketing Head, Motorola is vociferous about the brand’s decision to sketch for itself an experiential roadmap. She says, “So far the marketing activities for the brand were sales oriented but at Motorola we understand that consumers are looking for engagements and hands on experiences as well. We wanted our target customers to have a better connection with our brand and this is the reason why moving on we will be coming up with more experience driven initiatives.”
The pilot experiential engagement by Motorola, Moto SpotLight was unveiled in October this year. Through this initiative Motorola has customized buses into platforms where people can showcase their talent. Customers can participate in the Moto Spotlight campaign by registering online and submitting their talent videos. After the videos have been uploaded they are shared on social media platforms and the most voted for are then judged by an esteemed jury.
The chosen few will get to perform at Moto SpotLight bus tour which will travel 12 cities across the country and will also get a chance to showcase their talent at Bacardi NH7 Weekender as a part of Motorola’s on-ground initiative during the music festival.
Speaking about the maiden experiential initiative, Rachna says, “We wanted to come up with a platform where our customers can come experience our products as well as showcase their talent. Motorola SpotLight offers just that and so far the response that we have received is extremely positive and welcoming.”
Interestingly, Cream Events, which has been a regular event partner with Motorola,is not the agency behind this campaign. Rachna Lather reveals that it was Fountainhead Entertainment that came up with the entire concept of this experiential campaign and were hence given the mandate to execute it as well.
On being asked what are the upcoming experiential campaigns by Motorola? Rachna explains that since this is the first customer engagement attempt by the brand, they are waiting for the feedback and will accordingly customize their subsequent ground activities. She responds, “Moto SpotLight is an attempt by us to set the base as far as experiential initiatives by Motorola are concerned. It is a 63 day road tour which is in progress right now and the upcoming engagements can only come into picture after we have received the inputs on this one. We have always been a brand that has kept our customer in its focus and hence our next initiative will be customized depending on the customer feedback received.”
However, Rachana establishes that Moto SpotLight is a flagship engagement by the brand and will make its presence felt every year now.
Sharing her views on the availability Motorola phones only through FlipkartRachna adds that the brand is open to diversification and will now be more attainable in the market with a slight shift in its usual strategy. She says, “With the launch of Moto E we have for the first time partnered with other e-commerce platforms like Amazon and Snapdeal too. We have for long had an association with Airtel and hence some of our key products will also be showcased through Airtel stores exclusively.”
Emphasizing on the overall philosophy of her brand Rachna says, “Whatever we do at Motorola is not driven by an attempt to capture the maximum share of the mobile industry pie but by the spirit to provide the best mobile phone experience to our customers. We want to deliver satisfaction and value for money with all our products and that is our ultimate motto at Motorola.”
(The article first appeared on Oct-Nov '15 issue of BW APPLAUSE)
