Motorola Faces Kremlin
Motorola inaugurated its brand shop, Red Square MOTO, in Russia’s Main Department Store (GUM) October 4. Preliminary costs of the company incurred to launch the boutique and to lease premises for it probably amounted to $2 million at the minimum, according to the analysts.
Russia is one of the key markets for Motorola, that's why it was picked out for the first brand shop in Europe, representatives of the company explained. The 500-sq. meter boutique, Red Square MOTO, is located in GUM, the main trading center of Moscow, where the Muscovites and tourists traditionally go shopping.
Motorola’s intention to have a boutique in the very center of Russia’s capital doesn’t look surprising. Samsung pioneered with Samsung Gallery on Tverskaya St. far back in 2003, and Nokia opened the Vertu store on the same street past December.
“It’s image, direct promotion,” explained Eldar Murtazin, the leading analyst at Mobile Research Group. “By launching a store in GUM, Motorola has counted on de luxe audience. It is the methodical work for premium segment.”
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All the Article in Russian as of Oct. 06, 2006
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