市场营销案例-摩托罗拉@

第六组组员：黄彬彬、吴宇恒、张蕴妍、李胜强、梁聪Motorola’s——anintegratedmarketingcommunicationsplanforitDiscussionQuestions•1.IfyouweretodesignanintegratedmarketingcommunicationsplanfortheMotointheUnitedStates,usingbillboards,theInternet,radio,andprint,whatfeaturesandbenefitsofthecellphonewouldyouplayupineachofthesemedia?Why?Whatneedstobeconsistentacrossthemedia?Whatcoulddiffer?•2.Next,howwouldyoumodifyyourplanstopromotethephoneinChina?InFinland(homeofNokia)?InBrazil(bigyouthmarket)?•3.HasMotorola“succeeded”?Doyouconsideritoritsphonestobe“cool”?MotolorainFinlandMotolorainBrazilMotolorainAmericaMotolorainChina1234Succeededandcool5Droid,EnjoyMotorola’snewphoneseriesDroidseriesAmericanMarket•Highconsumptionpower•Acceptingnewproduct•Caringaboutbrand,quality,safetyofproductMotolorainAmerica•Largemarketshare•StrongbrandMakingthemessagebeconsistent•Powerfulfunction,fashiondesign,highqualityandgoodservice•Droid,EnjoyfeatureTargetGroupsinformationbillboardsFlexibility;Highrepeatexposure;Lowcost;Lowmessagecompetition;Littleaudienceselectivity;CreativelimitationsALLPatriciaField;Hardwareconfiguration;ApplicationfunctionfeatureTargetGroupsinformationInternetHighselectivity;Lowcost;Immediacy;CustomerisfullofenergyHighCreative:Followupthescentandscaleimpactyoungpeople;(Abettereducated,totalpurchasingpower,Fluencyandcomfortwithdigitaltechnology)PatriciaField;Hardwareconfiguration;Software;Entertainment;featureTargetGroupsinformationRadioGoodLocalacceptance;Highgeographicanddemographicselectivity;Lowcost:SkepticalbunchCautious;FocusonthequalityandthevaluePracticability;CostperformancefeatureTargetGroupsinformationPrintHugeinformation;Timeliness;Highbelievability;Abetter-educated;Morewhite-collarMoreprofessionalpopulation;AllmessageandadetaileddescriptionMotolorainChina•Background•BrandCompetitiveness•2003：thefirstone•2004：thesecondafter•2005：thethirdafterandmodifytheplan•Establishabetterbrandimage：EnergeticandFashionable•Movedconsumers：ConcerntrateonConsumerWantsandNeeds•Balancethecostandtheprice：Usethepromotiontools•MakethesaleschannelmoreconvenientMotolorainFinland•Background•Homeof•has：50%ofthemobilephonemarketmodifytheplan•Advertisements：EnergeticandFashionable•MarketPositioning：mid-rangeandlowendmarkets•Salestrategy：smallcities•gamesformobilephonesMotolorainBrazil•Background•Thesecondlargestmarket•HasafactoryinJaguariúna•Q8modifytheplan•Personalizedesign•Advertisement：JayChou•Integrationofbrand：Technologyandbrand（ZN5）•BuildownmarketingnetworkIthasnotsucceeded•AlthoughmanagershadputMotorola’sboxesinthewindow,it’sonlyappearances.•WhenusingtheconceptofIMC,themessagesarethesameincontentandsimilarinexecution.Itisnotreallycool•Althoughitlookedsobright,soartistic,itdoesn’tpractical.Thankyou！