Lenovo-owned handset major Motorola that saw its India shipments decline a whopping 70 per cent year-on-year (YoY) in 2018, is re-energizing its focus on growing business in the online space, a key company official has stressed. A popular player in the affordable and mid-price segment in the country not-so-long ago, Motorola’s phone business has nosedived considerably in the wake of tough competition coming from its Chinese rivals.
“Our current focus is to grow the business in online space where we see opportunities. We do not require any specific headcount to grow the business. We operate in dual channel — both offline and online — and we would continue to have a very strong partnership with Flipkart,” Prashanth Mani, Managing Director, Motorola Mobility India, told IANS. According to Counterpoint Research, the smartphone brand sunk from the sixth spot in 2017 to the 12th in 2018 in the competitive Indian market.
Asked if the company was mulling to discontinue any particular Moto or Lenovo series, Mani said: “Not specifically any series but there were products in sub-Rs 10,000 category which we exited. Unless we see it profitable, we will not launch in that category in India — that’s the principal policy.”
Is the handset maker looking to make India an export hub? “We are not saying that we are looking to export from the profitability standpoint but, supply chain efficiencies are always important. Firstly, we wanted to have the opportunity to export products outside India,” said Mani.
In April, there were reports that the handset manufacturer was looking to start shipping devices to countries in Latin America and the Asia Pacific region. “We have already exported some products like Lenovo K8, Note etc, out of India,” Mani informed.
The company currently has one Surface-Mount Technology (SMT) line in India in Chennai. It contract manufactures handsets in partnership with its global partner Flextronics from its Sriperumbudur facility near Chennai. The manufacturing plant at Sriperumbudur that employs nearly 4,000 people has a capacity to produce about 12 million units a year. (IANS)
In today’s market, online marketing is a necessity for any business. However, even though we live in a digital era, people tend to forget the importance of offline marketing, which could prove to be a huge mistake. Every successful marketer understands that these two types of marketing are complementary to each other and that an offline campaign can only reinforce your online endeavors. Here is a quick overview of how to better optimize offline to online business:
Radio and TV Advertising
As mentioned above, the Internet has taken over the traditional media, and digital marketing is the best way to reach modern customers. However, you need to bear in mind that there is still a large number of your potential customers who enjoy receiving information through television and radio. So, why not leverage that to increase your brand and website awareness? Even the most prominent companies today run offline campaigns and post ads every once in a while, which certainly doesn’t hurt in establishing a brand. Since TV and radio ads are rather costly, you need to make sure that they are always of the highest quality and that they reach the intended audience. Otherwise, you’d be carelessly spending money for no reason.
Distributing Flyers, Brochures, and Business Cards
Even though flyers and business cards have disappeared over the last couple years, now that almost everyone has a web presentation or a social media account, they are nevertheless a powerful way to convey information about your online business and complement it. All of these materials not only provide your customers with valuable information, but they also make you and your business look more professional. They should be packed with relevant info about your company, thus making it easier for people to understand what is it that your company does, and what’s the best way to reach you.
Billboards and Banners
Using billboard’s is a great way to subconsciously remind your customers of the existence of your brand and business. They can beautifully complement any other offline and online marketing activity. Your customers will be able to see those billboard ads every day on their way to work or school. Even if it seems they do not notice it every time, that message slowly gets ingrained in their minds, making it easier to connect with your brand. Another great way is to banners and event signage. Experts at Bannamesh suggest that companies love to sponsor events that have large audiences. And what better way to get your brand in front of such an audience than by using large scale banners and signs, which will be visible at all time?
Face-to-face meetings play an essential role in establishing your brand. Even further, carefully made contacts can increase traffic to your website, generating more sales in return. By network and meeting peopleregularly, you give your potential customers a chance to get to know you and your company. However, as with any other marketing activity, it is crucial to choose your actions wisely. You do not want to attend meetings and approach organizations where your target audience doesn’t belong. That would be a massive waste of your time which could be better utilized somewhere else. So, search for associations and groups where you could easily reach your wanted buyers, and if possible speak at their events.
Cold and Warm Calling
Directly calling your customers is not as popular as it used to be. However, there’s still a significant number of people who enjoy that personal touch. So, cold and warm calls are a great way collect info about your potential buyers, let them know about your business and your online presence, and possibly convert that call into a purchase in the end. The main thing about cold calls is that you can get alert new customers about your business, but also make them detach from your brand if you do not do this well. It can go either way, if you are not patient and practice it a bit. That’s why successful companies use “warm” calling, when they contact people who have already been exposed to their brand, usually through social media, websites or conferences. “Warm” calling often yields much better results as the customers are already familiar with the company.
Advertising on the Go
There’s no reason why you can’t leverage other people and vehicles to raise awareness of your product. Just like with online marketing, offline marketing messages can travel around and reach your customers. Placing your ads on the side of the buses, trains or taxis can be a fast way to reach your audience. Another way to speed up your offline marketing activities is to design and hand out branded merchandise, like T-shirts and hats. That way, by people wearing them, your message will regularly be transferred around, without you even trying. However, these are not marketing activities that can stand out on their own. They need to be a part of a broader, more intense marketing campaign.
It is not such a surprise that companies tend to discard offline marketing due to online activities. Since digital marketing has boomed over the last years, organizations and brands usually rely heavily on online operations. That being said, you need to have in mind that you are selling your product to people, who sometimes enjoy experiencing things first hand, which means that occasionally they like to get in touch with the product, and do their shopping in person. So, it is your responsibility to decide what’s the best way to complement offline and online marketing, to make a wholesome campaign which will respond to your customers’ needs and strengthen your brand’s reputation.