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Marcom  Plan Of  Motorola Marcom Plan Of Motorola Presentation Transcript

  • Marcom Plan for Motorola Presented By – Vivek Sharma Roll No. - 06 PGPIMC (2006-08)
  • About the company
    • History
      • Motorola started as Galvin Manufacturing Corporation in 1928.
      • The name Motorola was adopted in 1947.
      • Motorola is the 1 st company that introduced the cell phones in the market, in 1983.
      • Many of Motorola's products have been radio-related, starting with a battery eliminator for radios.
      • The company is also strong in semiconductor technology.
  • About the company con..
    • Products and services
      • Cell phones
      • Laptops
      • Radio communication devices
      • Cell phones devices
      • Camera
  • About the company con..
    • In 1986, Motorola came in India. In India, Motorola has 2 nd rank in mobile market. The market share of Motorola is near about 18%. The target audience of Motorola is youth of India. In India, Motorola offers world class mobile phones to satisfy the needs of all segments of the market. In India they are offering the smallest and the lightest GSM handset in market.
  • Turning Point of Motorola
      • Motorola's RAZR line sold over a 110 million units and pushed the company to the number 2 Rank in mobile phone slot, In 2005.
      • MOTORAZR was a cool, stylish and thin phone so they easily attract the costumer, specially young generation.
  • Turning Point of Motorola con..
    • Messaging and E-mail Evolution
      • SMS
      • MMS
      • E-mail
      • Multimedia Facility
  • Marketing Objective
    • Motorola wants to achieve following marketing objectives these are following:
      • To Launch 26 new handsets at the end of 2008.
        • 6for CDMA
        • 13 for GSM
        • 3 for UMTS
        • 4 for iDEN (RAZR family)
      • Expanded distribution networks in China and India
      • Getting the 1 st rank in 2010
      • Increase the Sales volume
      • Increase the market share
      • Increase the profit
  • Communication Objective
    • The Communication Objective of Motorola is to improve brand image and awareness. Also creating brand recall in customers mind through Colour, Logo, and its promotional program. So the person enhance to buy the product. For achieving this objective Motorola using some tools of marketing. These are following:
        • Electronic Media
        • Print Media
        • Internet Marketing
        • Public Relation
        • Branding
        • Sales Promotion
  • Segmentation Strategy
    • The segmentation strategy of Motorola is based on
      • Age
      • Income
      • Occupation
      • Life style
  • Targeting Strategy
    • The target market of Motorola is Urban and Rural area. The target audience of Motorola is Youth. Motorola attract its target audience through :
        • Price
        • Slim and Stylish
        • Fashionable and Light Weight
        • Innovative technology hand sets
  • Positioning Strategy
    • Positioning is the process by which marketers try to create an image or identity in the minds of their target market through Logo and colour of the Brand. So Motorola positioned its product Positioning strategy on the basis of its logo, colour and tagline. The tagline of Motorola is “Hello Moto” and “Intelligence Everywhere”. Also Motorola positioned it self as a customer centric company.
  • PEST Analysis
    • Political
        • Taxation policy
        • Government policy
    • Economic
        • Launch low cost handset in rural areas
        • Launch economy related brand
        • Launch power full brand in the market so customer make good image in their mind
  • PEST Analysis
    • Social
        • Give good quality to their customer
        • Providing offers to its retailer and customer
        • Providing life style product
        • Change the consumer attitudes and opinions
    • Technological
        • Provide new innovative product to their customer
        • Develop the competing technology
        • Provide new technology to their wokers
  • SWOT Analysis
    • Strength
        • Globally number 2
        • World wide operation
        • Wide portfolio of products
    • WEAKNESS
        • Less Penetration
        • Less Resale Value
        • Battery backup
  • SWOT Analysis
    • Opportunity
        • Wide and growing market
        • Benefit of wide range of brands
        • Enhance its CDMA category
    • Threat
        • Nokia and other competitors
        • New technology
        • Buying behaviour of consumers
        • CDMA technology
  • Motivation for Buying
    • Motorola provide new and innovative technology and stylish features to the customers, providing good after sales services to the client, providing offers, discounts and schemes to the customers and retailers. These are all points also motivating the customer for buying the product. Advertisement and availability of the product is also motivating the customer for buying the product.
  • Decision Making Process
    • In decision making process most of the time family playing a big role in decision making process. As Motorola find that in low or medium range family not involved but in high range family changed the decision. Motorola also find that in rural areas most of the time head of the family take the decision not the user of the product but in urban areas mostly users take the decision not family members. So Motorola launched many ranges of the mobiles for tapping this segment.
  • Competitive strategy
    • This strategy is based on 4 principles
      • Rebuilding the relationships with Indian operators.
      • Establish India as a manufacturing and software center for network equipment and devices.
      • Target entry-level handset.
      • Emphasis on those models who capture the market share in semi-urban and rural markets.
  • Pricing Decision
    • Price decision always depends on the product class. Customers always think that higher price product having high quality, and lower price product reflects bargaining condition. So Motorola positioned its products price on the basis of technology, style and also requirement or need of the customer. Motorola mainly emphasis on those models that capture the market share in semi-urban and rural markets.
        • For example: - Motorola launched Rs. 1200 handset.
  • Competitor’s of Motorola
    • Nokia
    • Samsung
    • Ericsson
    • LG
    • Panasonic
    • Spice
    • Siemens
  • Competitive strategy
    • The market of mobile is highly competitive. There are many players capturing the market. So it is very tough to attract the customer. So Motorola provide innovative products to the market.
      • Launched a phone costing Rs.1200.
      • Launched MOTOFLIP costing under Rs.4000.
      • Widen their product portfolio.
      • Collaborated with telecom service provider.
      • Enhanced their distribution network.
      • Target Audience - Youth
  • Market Share 2005-06 15% Other 05% Siemens 06% Sony Ericsson 07% LG 13% Samsung 18% Motorola 36% Nokia
  • Motorola vs Nokia 36% 18% Market share High Low Resell value Much easier Not much friendly User friendly 2 – 6 hours 2.5 – 8 hours Battery Backup Rs. 1350 Rs. 1200 Range of Low cost Handset “ Connecting People” “ Hello Moto” Tag line Mobile Mobile Category Nokia Motorola
  • The Marketing Background Worksheet The Marketing Communication Objective of Motorola is to improve the brand image and awareness. Marketing Communications 6 The Marketing objective of Motorola is to increase its marketing position by increasing market share. Marketing Objectives 5 Position itself as a innovator Competitive Evaluation 4 Urban and Rural both the areas Source of business 3 Highly competitive Market Assessment 2 Mobile Hand sets Product Descriptions 1 Descriptions Key Considerations S. No.
  • The Key Target Audience Worksheet
    • Where does sales and usage come from?
      • From Urban and Rural areas
    • Does marketing objective require trial or continued usage?
      • Continuous usage
    • What do we know about our target segment?
      • The customer is more conscious about price and new technology
    • Who are the decision makers?
      • In rural areas most of the time head of the family take the decision not the user of the product but in urban areas mostly users take the decision not family members.
  • The Communication Strategy Worksheet
    • The Communication Objective of Motorola is
      • Creating Brand Awareness
      • Brand Recall in customers mind through Colour, Logo, and its promotional programs.
      • Provide Product Information
  • The Communication Strategy Worksheet
    • Brand Attitude strategy of Motorola
      • Brand Attitude strategy of Motorola is based on the opinion of consumers toward brand.
      • It tells what customer think about product or service.
      • It also tell about involvement of the customer at the time of purchasing.
  • The Communication Strategy Worksheet
    • What do we want people to do as a result of this communication?
      • Strong Brand Image
      • High Involvement
      • Brand Awareness
  • The Decision Grid Student, Serviceman, Businessman Student, Serviceman, Businessman User Dealer, Retailer User Purchaser Dealer, Retailer User Decider Sales rep, Profit Margin Family Member, Friends Influencer Customers and other Dealers & Retailers User, Friends Initiator Trade Consumer Role Target Audience
  • The Behavior Sequence Model Online and Offline Online and Offline Advertisement, Friends, and Brochures Purchase Intention How is it likely to occur ------ ------ ------ Brand attitude strategy Timing of purchase User Outlets and Malls Internet and Outlets Purchase Intention Where purchase is likely to occur Student, Businessman, Serviceman Family and Post Purchase Internet and Outlets Brand Awareness Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages
  • The IMC Task Grid SMS ------ User Brand recall, and Repurchase Usage Online and Offline Outlets User Purchase Intention Purchase Internet, Brochures and Outlets Internet, Brochures and Outlets User Brand Awareness Information Search/ Evaluation TVCs, News Paper TVCs, and Point of Purchase Students, Serviceman, and Businessman Need Recognition Need Arousal List best IMC option for satisfying each communication task Determine best way of reaching primary target audience group at each stage Determine primary target audience group to reach at each stage List specific result desired from the appropriate communication effect needed at each stages From Decision Grid list appropriate decision stages IMC Options Where and When Target Audience Communication Task Decision Stage
  • Thank You