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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.
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:
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.
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.
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.
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.
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.
What do we want people to do as a result of this communication?
Strong Brand Image
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