MOTO G Marketing techniques

1. Motorola Moto G:
PLC and BCG Matrix Analysis
Presentation by:
Anshul Pareek
Bhola Singh
Karthik Mysore
Lokesh Vasnani

2. Company History
• US Based company founded in 1928 by Paul V. Galvin
• Pioneer in cellular telephones
• Motorola Razr(Razor) series- Sold over 120 million units
• In 1998, Motorola was overtaken by Nokia in sales
to 2nd position.
• Lost $4.3 billion from 2007 to 2009
• Nov 2009: New phone, The Motorola Droid- Google
Android 2.0
• May 22, 2012: Google Acquired Motorola Mobility for
US$12.5 Billion
• Jan 29, 2014: Google sells off the Motorola Mobility to
Lenovo for US$2.91 billion(In Process)

4. Motorola Moto G
• Launched in November 2013.
• The top selling phone in Mexico
and Brazil.
• Released in India on February 6,
2014 in an exclusive tie up with
Indian e-commerce company
Flipkart.
• “The best budget smartphones of 2013 and 2014”-
by PC Advisor, Expert Reviews, Trusted Reviews

5. Product Life Cycle (PLC)
• The four phases through which a product goes over its lifespan.
• Introduction
• Growth
• Maturity
• Decline

7. • Introduction: (Feb. 2014): Flipkart.com, Digital Marketing,
Reviewed, Unboxing.
• Growth (Feb. 2014): “20000 units of Moto G's 16 GB version sold
out within 15 minutes” – BusinessToday
• Maturity (March- July 2014) : “Motorola has seen highest sales
in its history from Moto G, says Magnus Ahlqvist, Motorola VP”.
--27 March 2014. DNA.
• Sold 1 million devices in just 5 months via Flipkart
• Beats Nokia in terms of Sales acquiring 4th position.
• Decline: (August 2014): Asus ZenPhone 5, Xaomi Mi3,

8. BCG Matrix
Introduction Growth
Decline Maturity

9. Moto G (2nd Gen)
•Moto G 2nd generation launched on
5th Sept. 2014
•Hardware Improvements
•Tweaked to optimal
•“Moto G: Motorola's surprise hit,
honed at knifepoint” -Cnet
RELAUNCH

11. Present State and Future Expectations
• Introduction: Moto G 2nd generation launched on 5th Sept.
2014
• Phase Shift expected from Introduction to Growth phase
• May not see a peak Maturity phase.
• Need some new innovation and features
• Possibility of entering the Decline Phase
• “The new Moto G doesn’t change much, but still a steal at
$179” –Ars Technica, on Sept 9 2014
• Same story again?