市场营销案例-摩托罗拉@【20页】.pptVIP

Motorola’s ——an integrated marketing  communications plan for it Discussion 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 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”? Droid, Enjoy Motorola’s new phone series Droid series American Market High consumption power Accepting new product Caring about brand, quality, safety of product Motolora in America Large market share Strong brand Making the message be consistent Powerful function, fashion design, high quality and good service Droid, Enjoy Motolora in China Background Brand Competitiveness 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：Concerntrate on Consumer Wants and Needs Balance the cost and the price：Use the promotion tools Make the sales channel more convenient Motolora in Finland Background Home of has ：50% of the mobile phone market modify the plan Advertisements：Energetic and Fashionable Market Positioning ：mid-range and low end markets Sale strategy：small cities games for mobile phones Motolora in Brazil Background The second largest market Has a factory in Jaguariúna Q8 modify the plan Personalize design Advertisement：Jay Chou Integration of brand：Technology and brand（ZN5） Build own marketing network It has not succeeded Although managers had put Motorola’s boxes in the window, it’s only appearances. When using the concept of IMC, the messages are the same in content and similar in execution. It