Motorola Moto G:PLC and BCG Matrix

Analysis

Presentation by: Anshul Pareek

Bhola Singh Karthik Mysore Lokesh Vasnani

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)

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

Product Life Cycle (PLC)

• The four phases through which a product goes over its lifespan.

• Introduction• Growth• Maturity• Decline

• 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,

BCG Matrix

Introduction Growth

Decline Maturity

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

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?