Brand Update : Motorola

Motorola has launched the lastest addition into the MotoRockr music edition phones. The latest launch MotorockrE8 comes with a morphing keypad which transforms into music mode and call mode depending on the usage situation.

The brand as usual features Abhishek Bachchan and is one of the cool ads I have seen in the recent past.

Watch the tvc here : Motorockr

Motorola it seems is all out to capture the music phone space in the Indian market. Motoyuva is also pitching on music as the main attribute for positioning.

What I liked about the ad was the perfect match between the brand and the celebrity. And to see Abhishek dancing to the Tamil number " Apidi podu " gives a special feeling especially to the South Indian consumers.

MotoYuva : Aab Apni Suno

Brand : Motoyuva
Company: Motorola
Agency : O&M


Brand Analysis Count : 312

After creating a rage with some smart campaigns for Motorockr, Motorola is back again with another brand MotoYuva. Motoyuva , as the name suggest is a brand targeted at the youth . It is Motorola's latest venture into the fast growing entry level mobile handset market in India.

Indian mobile handset market is huge with an annual sale of any where between 60- 70 million handset. The entry level mobile phones dominate in the volume share . Motorola had another couple of models in this segment like C118 but Motoyuva is different.
The difference is that this is the entry level brand targeting the youth segment ( age 18-29) and also it is a brand rather than a dry model number.
It is worthwhile to note that it was Motorola which had started branding various models deviating from the practice of the market leader Nokia. Nokia followed the model numbering because of the ever changing models and technology.
But Motorola tackled this issue by branding a series. For example Motorazr was the series brand name and there were different models under this series.
Similarly Motoyuva started with the first model Motoyuva W180. The brand was an entry level phone with FM Radio and Hindi dictionary and speaker phone.

The brand was launched with a crazy ad which took me a while to understand when I saw it the first time.
Watch the ad here : Motoyuva 180

Motoyuva W180 had a tagline " Motoyuva aaya to aapka beta gaya " meaning ' when Motoyuva comes you will lose your son to it ' .
The idea is that the phone is fully loaded that the young ones will be lost in the phone.

The success of W180 prompted Motorola to extend the series with a basic music phone. Thus came the new variant MotoYuva W230. 230 comes with MP3 player with expandable memory at a tempting price of around Rs 3100.

What was interesting was the campaign.
Watch the campaign here : Motoyuva 230.

The ad shows a young boy using the music phone to escape from the nagging father. According to agencyfaqs, the consumer insight that drive this ad is that today's youth use music as an escape route. The ad is well made with a catchy score ( Adnan Sami) and a cool dude and a very realistic papa character. The brand uses the tagline " ab apni suno " meaning ' Now hear what you want to hear'

Soon after the ads was on air, one of my students raised a point that this ad will be offensive/irritating to the father and thus may not allow the son to buy this model. The reason he pointed out is that the TG for this brand may have to depend on the father for the money.
I also read a couple of blogs which aired similar views.
So the question arises as to the logic behind such a campaign berating father who can be the sponsor for the purchase of this phone.

The fact is that everything about the ad is realistic. It is a fact that for teenagers and youngsters , fathers are usually perceived to be nagging , complaining and criticizing . Often fathers become a big stumbling block in their quest for freedom. It is a fact that music mobiles are a rage among youngsters and it is a fact that they use music to shut themselves from the external world.
But whether to use these facts for a TV commercial is something that is debatable......

The simple fact that this campaign has become a talking point justifies the purpose of this ad. In this season where almost every brand is making hell of a noise trying to sell a '5 mp mobile camera phone ' to music mobile with a thump, it is not easy to make us discuss Motoyuva .

The company knew that this ad may create some murmurs , but the main purpose was to break the clutter. The ad achieved that to a large extent. The ad makes us chuckle and we watch because the characters look so natural.

The larger question remains whether the PAPA will object to buying this phone.. Some will and some may not. In majority of the cases, Parents leave the choice of the mobile phones to their sons and thus the ad may not affect the sales.
For these segment, it is the value that matters. At Rs 3100, if the customers including PAPA feels that Motoyuva provides value, the purchase will be made and other wise it will not.

MotoRokr: Music Addiction

Brand : MotoRokr
Company: Motorola
Agency: O&M

Brand Count: 230

Indian consumers never had it good before especially in the mobile phone market. From Rs 777 to more than Rs 2 lakh price ponts and from basic phones to most advanced smart phones, Indian mobile phone consumers are being pampered like no other..
Indian mobile phone market is huge worth more than Rs 30,000 crore growing at a pace that makes even the most optimistic analyst speechless.With Reliance Communication launching a Rs 777 handset, the market for cell phones will reach new heights.

Indian mobile handset's market is dominated by Nokia. According to different statistics, the market share of Nokia is around 40- 50 %. The market share has comedown due to heavy competition from the players like Sony and Motorola and host of other players. The huge market and the revenue potential along with the increased competition has forced marketers to go in for hard core segmentation strategies in this market. The market leader Nokia was not really into serious segmentation in early days since the brand had commanding market share. But it was the challenger brands like Sony Ericsson and Motorola which started offering specialized products to specific segments.
I think it was Sony Ericsson which started offering specialised phones and communicating specified brands for specific segments. Although Nokia had such models, its communication was more general. Sony having left out of the mobile race started offering CyberShot Mobile Phones targeting the customers looking for camera phones, In the segment of music phones, it extended its Walkman brand to the mobile phones with the Walkman series.This has forced Nokia to specifically target certain models as music and cameraphones.

Motorola was left behind in the segmentation game. It was busy focusing on the design game with its MotoPebl and MotoRazr. But 2007 saw Motorola coming in to the music phone market with a bang. MotoRokr was the answer to N-Series and Walkman.MotoRokr came into the market with a bang. Not because of the product but because of the communication. Motorola had struck a chord with its brand ambassador Mr Abhishek Bachchan.It is very rare to see a brand striking such a perfect brand Ambassador. The agency was also able to use AbhishekBachchan effectively to promote the brand Motorola.
For MotoRokr, Abhishek was at his best. The ads for MotoRokr was hilarious and striking.

Watch the ads here : MotoRokr

Although the brand Motorokr is not a feature packed smart phone ( competitors has better features) , the brand communication has set its foundation as a music phone. The brand is targeting 18-35 who has a passion for music. According to a report in Agencyfaqs, the big idea is that there is a thin line separating Music Loving and Music Addiction. The brand adopts the line of Music Addiction .
Although the brand launch ad has firmly set a positive launch pad for Motorokr, things are not as rosy as it seems. The brand faces intense competition with Sony Walkman series which has successfully leveraged its iconic Walkman brand equity to its advantage. Recently it had roped in Hrithik Roshan to endorse its range of music phones. The new ad adopts the tagline " The thump is here" to announce the brand war.Nokia will also be looking at this segment seriously because such fragmentation of market will be dangerous for a market leader.

For the customer its is Music Time...
Related Brand
MotoPebl

source :agencyfaqs,technews

MotoPEBL: Inspired by Nature

Brand : MotoPEBL
Company: Motorola
Agency: O&M


MotoPebl is the new range of handsets from Motorola.

Although Motorola has been there in India for a while , it had not been able to break into the Nokia fortress so far. Nokia is commanding a staggering 78% market share while Motorola is having 4.6 %.Never the less Indian market is growing leaps and bounds.

MotoPebl was launched in April 2006 after the success of MotoRZR and MotoSLVr is set to shake up the Indian market. Moto Pebl is a pathbreaking move by Motorola in many respect. With regard to the product characteristics, promotion and pricing, Motopebl is showing us that Motorola has finally discovered the marketing manthra to succeed in Indian market.

This brand is different from the other Motorola brands in the sense that MotoPebl focuses more on design and aesthetics rather than technology. Motopebl is inspired by nature. The promotion is also a significant shift from the earlier promotions. Motorola is perceived to be a technology company. Most of the ads were busy talking about the features of the product. I remember seeing double spread ads talking about the technology that was a immediate putoff for a non tech geek.

Motopebl talks to the right side of the brain. The ads are simple and so sharp that it provokes the TG to try out the product, that is the success of the campaign. The ads are so short and sharp that it is going to save Motorola lot of money. In the pricing also Motopebl is different because it is priced reasonably at 10990.

MotoPebl by all means have the potential to be a best seller. Nokia better watch out..