市场营销案例-摩托罗拉@.pptxVIP

第六组组员：黄彬彬、吴宇恒、张蕴妍、李胜强、梁聪Motorola’s ——an integrated marketing  communications plan for it Discussion Questions1. 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”? Motolora in FinlandMotolora in Brazil Motolora in AmericaMotolora in China1234Succeeded and cool5 Droid, EnjoyMotorola’s new phone series Droid series American MarketHigh consumption powerAccepting new productCaring about brand, quality, safety of product Motolora in AmericaLarge market shareStrong brand Making the message be consistentPowerful function, fashion design, high quality and good serviceDroid, Enjoy featureTarget GroupsinformationbillboardsFlexibility;High repeat exposure;Low cost;Low message competition;Little audience selectivity;Creative limitationsALLPatricia Field;Hardware configuration;Application 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 configuration;Software;Entertainment; featureTarget GroupsinformationRadioGood Local acceptance;High geographic and demographic selectivity;Low cost:Skeptical bunchCautious;Focus on the quality and the valuePracticability;?Cost performance featureTarget GroupsinformationPrintHuge information;Timeliness;High believability;A better-educated;More white-collarMore professional population;All messageand a detailed description