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Motorola IMC Campaign

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by

Elliot Stein

on 26 March 2014

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Transcript of Motorola IMC Campaign

Demand for more personalised products

Consumers want better value for money from their new phones


SITUATIONAL ANALYSIS
STRATEGIC DIRECTION
Reposition Motorola as a consumer-centric brand, placing a heavy focus on personalisation as their USP.

Refresh out-dated brand image (up-date brand elements)

COMMUNICATION TOOLS
OBJECTIVES
BACKGROUND
How will this improve brand equity?
There is a clear demand for technological personalisation

53% of consumers more likely to purchase personalised goods (Responsys, 2014)

Would provide Motorola with a competitive advantage
Motorola IMC Plan
THE FALL
Rapid decline in popularity since the rise of the smartphone

Failure to innovate
GOOGLE ACQUISITION
Now have the financial backing of Google

Offering more innovative products

Potential to make a comeback
AFTERMATH
Tired brand image

No longer in consumer's evoked group of consideration

No unique selling point


MOTO G
THE FUTURE
MOTO X
PRODUCT RANGE
BACKGROUND
Price- from £89

USP- Affordable, "iPhone specs at 1/3 of the price"
Price- from £300
USP- Customerisation
PESTLE ANALYSIS
Political/Legal
Economic/Environmental
Growing market for affordable smartphones

Amazon's best-selling mobiles are budget smartphones

Socio-Cultural
Consumer trend- Personalisation

The consumer wants control
Technological
Market is innovation lead

Innovation is beginning to slow

Consumers are waiting for the next breakthrough in technology
SWOT
ANALYSIS
"A SWOT Analysis is a structured approach to evaluating the strategic position of a business "..." identifying its strengths, weaknesses, opportunities and threats." (Jobber, 2009)

STRENGTHS
Established brand name

Financial backing of Google

Vast Patent Portfolio
Weaknesses
Tired brand image

Low market share in the UK

No USP up until their latest releases

Opportunities
Threats
Motorola has lost brand equity to companies such as Apple and Samsung

Smartphone market highly competitive

Consumers have become loyal to other brands
SWOT ANALYSIS
BRAND MESSAGE/VALUES
A brand message should be clear, concise, and focused on the brand's unique selling point. (Geng, C, et al, 2012)



Individualisation
Consumer-centricity
Innovation
Affordability
Social Media
Magazines
Billboards
Reaches a mass audience

Mobile phones are consu-
med by the masses

Able to target highly populated, traffic dense cities
TARGET AUDIENCE
Slightly more male focused audience
Key Age Range: 16-44 year olds
PORTER'S GENERIC ROUTES TO COMPETITIVE ADVANTAGE
PERSONALISATION
Increase awareness of Motorola's new brand image & USP

Put Motorola back into consumers 'evoked' group

Increase Motorola's UK market share from 6.9% to 7.8% by the end of Q4 2014
UK Smartphone Ownership (Nielson, 2013)
Selection Criteria when Purchasing a New Mobile Phone (Nielson, 2013)
Used by 80% of the key target audience (16-45 year olds)

Low-Cost

“consumers are turning away from traditional media such as TV, radio, or magazines and are increasingly using social media to search for information” (Bruhn, et al, 2012, pg.771).
WIRED
Readership: 290,330

Average Age: 38 years


Directly targets consumers with an interest in technology

Long lifespan
Readership: 90,000

Target: 18-45 year olds
"The mobile is a highly personal
device, yet to date we have barely
tapped the ability of a cellphone
to be tailored to fit a customer's
needs and style." (Clark, 2013)
STUFF
T3
Readership: 70,000

Target: 18-45 year olds
Patent infringement


Social media agency of the year (2013)

Able to work around a specified budget
Manchester
Birmingham
London
BUDGET ALLOCATION
PROJECT ARA
(Gizmodo, 2014)
(Amazon, 2014)
Darius Mazaheri-Asadi M00399334
Jarl Roe M00424880
Elliot Stein M00426195
Inayat Patel M00404781

Brand Management- MKT 2236

Moustafa Battor

Motorola IMC Campaign
CAMPAIGN EVALUATION


Track the increase in awareness of Motorola's new brand image and USP
Measure the change in consumer's perception of Motorola


Track changes in market share throughout the 6 month campaign
Tracking Survey
Market Share
Social Media
Click-through rate
Measure how many click throughs lead to a sale
REFERENCES
Amazon. (2014). Best seller list. Available: http://www.amazon.co.uk/. Last accessed 10th March 2014

Bruhn, M, Schoenmueller, V, Schäfer, D .B. (2012) “Are social media replacing traditional media in terms of brand equity creation?”, Management Research Review, Vol. 35, Issue: 9, pg. 771

Dibb, et al (2005). Marketing Concepts and Strategies. London: Houghton Mifflin

Geng, C, Xiaoyan, Y, Haizhong, W, Hongyan L, (2012). "Culturally incongruent messages in international advertising", International Journal of Advertising, Vol. 31, Issue: 2, pg. 355-376

Hakkens, D (2013) "Phonebloks", Youtube [online]. Available at: http://www.youtube.com/ watch?v=oDAw7vW7H0c [Accessed 10th March 2014]

Hakkens, D (2013) "Phonebloks- The next step", Youtube [online]. Available at: http://www.youtube.com/ watch?v=BaPf4ZIbDVM [Accessed 10th March 2014]

Motorola. (2014). Motorola - A Google company. Available: http://www.motorola.co.uk/. Last accessed 10th March 2014

Nielsen, (2013). A Global Snapshot. The Mobile Consumer. 1 (1), p10-11

Pew Internet. (2011). 65% of online adults use social networking sites. Available: http://www.pewinternet.org/2011/08/26/65-of-online-adults-use-social-networking-sites/. Last accessed 10th March 2014

Responsys. (2013). The Power of Personalisation. Available: http://www.responsys.com/blogs/nsm/cross-channel-marketing/personalized-digital-marketing-is-your-ticket-to-the-relationship-era/. Last accessed 10th March 2014

Robert Clark, (2004), "Personalize this", Wireless Asia, Vol. 7, Issue: 7, pg. 4-4

YouGov, “Smartphone Brand Loyalty”- http://yougov.co.uk/news/2010/05/07/smartphone-brand-loyalty/ [Accessed 11th December 2013]


"
Designed by you
"
(Yougov, 2013)
PROJECT ARA
Full transcript