Motorola entered the Indian market in the early 2000s. They launched affordable phones like the Motoflip costing under Rs. 4000 to target the mass market. They used a 360 degree marketing strategy including promotional games and funding NGOs. Initially, Motorola had poor brand awareness and a narrow product line in India. However, through expanding their distribution network and wide portfolio as well as targeted youth marketing, Motorola was able to become the number two player in India and increase their market share. Their global strength is being the number one brand worldwide but weaknesses include poor performance perceptions and less resale value in India.
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