1. Marcom Plan for Motorola Presented By – Vivek Sharma Roll No. - 06 PGPIMC (2006-08)

22. Market Share 2005-06 15% Other 05% Siemens 06% Sony Ericsson 07% LG 13% Samsung 18% Motorola 36% Nokia

23. 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

24. 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.

29. 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

30. 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

31. 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

32. Thank You