市场营销案例-摩托罗拉@

1、Motorolas an integrated marketing communications plan for itDiscussion Questions 1. If you were to design an integrated marketing communications plan for the Moto in the United States, using billboards, the Internet, radio, and print, what features and benefits of the cell phone would you play up in

2、 each of these media? Why? What needs to be consistent across the media? What could differ? 2. Next, how would you modify your plans to promote the phone in China? In Finland (home of Nokia)? In Brazil (big youth market)? 3. Has Motorola “succeeded”? Do you consider it or its phones to be “cool”?Mot

3、olora in FinlandMotolora in Brazil Motolora in AmericaMotolora in China1234Succeeded and cool5Motorolas new phone series Droid seriesAmerican Market High consumption power Accepting new product Caring about brand, quality, safety of productMotolora in America Large market share Strong brandMaking th

4、e message be consistent Powerful function, fashion design, high quality and good service Droid, EnjoyfeatureTarget GroupsinformationbillboardsFlexibility;High repeat exposure;Low cost;Low message competition;Little audience selectivity;Creative limitationsALLPatricia Field;Hardware configuration;App

5、lication function featureTarget GroupsinformationInternetHigh selectivity;Low cost;Immediacy;Customer is full of energyHigh Creative:Follow up the scent and scale impact young people; (A better educated, total purchasing power,Fluency and comfort with digital technology)Patricia Field;Hardware confi

6、guration;Software;Entertainment;featureTarget GroupsinformationRadioGood Local acceptance;High geographic and demographic selectivity;Low cost:Skeptical bunchCautious;Focus on the quality and the valuePracticability; Cost performancefeatureTarget GroupsinformationPrintHuge information;Timeliness;Hig

7、h believability;A better-educated;More white-collarMore professional population;All messageand a detailed descriptionMotolora in China 2003：the first one 2004：the second after 2005：the third after and modify the plan Establish a better brand image：Energetic and Fashionable Moved consumers：Concerntra

8、te on Consumer Wants and Needs Balance the cost and the price：Use the promotion tools Make the sales channel more convenientMotolora in Finland Home of has ：50% of the mobile phone marketmodify the plan Advertisements：Energetic and Fashionable Market Positioning ：mid-range and low end markets Sale s

9、trategy：small cities games for mobile phonesMotolora in Brazil The second largest market Has a factory in Jaguarina Q8modify the plan Personalize design Advertisement：Jay Chou Integration of brand：Technology and brand（ZN5） Build own marketing networkIt has not succeeded Although managers had put Motorolas boxes in the window, its only appearances. When using the concept of IMC, th