摩托羅拉市場(chǎng)營(yíng)銷案例（英文版）

第六組組員：黃彬彬、吳宇恒、張?zhí)N妍、李勝?gòu)?qiáng)、梁聰Motorola’s

——anintegratedmarketing

communicationsplanforitDiscussionQuestions1.IfyouweretodesignanintegratedmarketingcommunicationsplanfortheMotointheUnitedStates,usingbillboards,theInternet,radio,andprint,whatfeaturesandbenefitsofthecellphonewouldyouplayupineachofthesemedia?Why?Whatneedstobeconsistentacrossthemedia?Whatcoulddiffer?2.Next,howwouldyoumodifyyourplanstopromotethephoneinChina?InFinland(homeofNokia)?InBrazil(bigyouthmarket)?3.HasMotorola“succeeded”?Doyouconsideritoritsphonestobe“cool”?MotolorainFinlandMotolorainBrazilMotolorainAmericaMotolorainChina1234Succeededandcool5Droid,EnjoyMotorola’snewphoneseriesDroidseriesAmericanMarketHighconsumptionpowerAcceptingnewproductCaringaboutbrand,quality,safetyofproductMotolorainAmericaLargemarketshareStrongbrandMakingthemessagebeconsistentPowerfulfunction,fashiondesign,highqualityandgoodserviceDroid,EnjoyfeatureTargetGroupsinformationbillboardsFlexibility;Highrepeatexposure;Lowcost;Lowmessagecompetition;Littleaudienceselectivity;CreativelimitationsALLPatriciaField;Hardwareconfiguration;ApplicationfunctionfeatureTargetGroupsinformationInternetHighselectivity;Lowcost;Immediacy;CustomerisfullofenergyHighCreative:Followupthescentandscaleimpact

youngpeople;(Abettereducated,

totalpurchasingpower,Fluencyandcomfortwithdigitaltechnology)PatriciaField;Hardwareconfiguration;Software;Entertainment;featureTargetGroupsinformationRadioGoodLocalacceptance;Highgeographicanddemographicselectivity;Lowcost:SkepticalbunchCautious;FocusonthequalityandthevaluePracticability;

CostperformancefeatureTargetGroupsinformationPrintHugeinformation;Timeliness;Highbelievability;Abetter-educated;Morewhite-collarMoreprofessionalpopulation;AllmessageandadetaileddescriptionMotolorainChinaBackgroundBrandCompetitiveness2003：thefirstone2004：thesecondafter2005：thethirdafterandmodifytheplanEstablishabetterbrandimage：EnergeticandFashionableMovedconsumers：ConcerntrateonConsumerWantsandNeedsBalancethecostandtheprice：UsethepromotiontoolsMakethesaleschannelmoreconvenientMotolorainFinlandBackgroundHomeofhas：50%ofthemobilephonemarketmodifytheplanAdvertisements：EnergeticandFashionableMarketPositioning：mid-rangeandlowendmarketsSalestrategy：smallcitiesgamesformobilephonesMotolorainBrazilBackgroundThesecondlargestmarketHasafactoryinJaguariúnaQ8modifytheplanPersonalizedesignAdvertisement：JayChou

Integrationofbrand：Technologyandbrand（ZN5）BuildownmarketingnetworkIthas

notsucceededAlthoughmanagershadputMotorola’sboxesinthewindow,it’sonlyappearances.WhenusingtheconceptofIMC,themessa