Motorola marketing strategy - Presentation Transcript Introduction - First to enter in Indian market. - Founded by Galvin Brothers. - Name was adopted in 1947 - Deals in Laptops, Cordless phones, Camera, Semi-Conductors, Wireless communication, Marketing Strategy Captured mass market. Launched a phone costing Rs.1600. Launched MOTOFLIP costing under Rs.4000. Widen their product portfolio. Collaborated with cellular service provider. Enhanced their distribution network. Youth- Target Audience Promotional Strategy Used 360 degree marketing. Guess the Motostar. Funded NGOs in Bangalore Spend online 20% more than any other brand. Developed consumer engagement initiative Positioning No belief in the brand. No support from retailers and consumers. Narrow product portfolio. Poor brand awareness. Market share Repositioning Wide product portfolio. Enhance its distribution network. Targeted on youth. 360 degree marketing. Market share SWOT Analysis STRENGTH • Globally number one. • World wide operation. • Wide portfolio. • Distribution • Oomph value! WEAKNESS • Not treated as User Friendly. • Poor Performance. • Less Penetration. • Less Resale Value. OPPURTUNITY • Benefit of brand to wide its product line. • Market of India and China. • Risk Involvement. • Can enhance its sale in CDMA category. THREATS • Nokia and other competitors. • Can be thrown out for poor performance. • Perception of Indian Consumers. CONCLUSION • MOTOROLA- No. 2 player. • Penetration and Brand Awareness • Long term survival. • Promotional Activities. Mobile Marketing - Presentation Transcript THE NEXT ITERATION Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9th April 2007 About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs. Source: GSM World “Worldwide over 350 billion text messages, are exchanged across the world’s mobile networks every month” Source: GSM World Mobile reaches where other media cannot! C Circles Metros 11% 18% B Circles 36% A Circles 35% Feb 2007 Mobile Subscriber data – 203mn 10 million GPRS users?! “…About 15 per cent of the mobile phone subscriber base in India (140 million users) is on the GPRS platform that enables such applications…". Source: The Hindu “Mobile is already a platform, but the consensus was that leveraging the power of the web, integrating web services into the mobile medium is the future of mobile.” Mobile2.0 Conference Unlearn! ‘Just-in-Case’ marketing & communication Unlearn! Make products ‘Just-in-case’ customers might need it! Unlearn! the ‘Just-in-case’ consumer is interested to buy Unlearn! ‘Just-in-case’ the customer needs the product
The dimension within the general environment would have to be economic. This is creating a threat because if something happens with their production of smartphones they wouldn’t be able to compete with Samsung. As you can see from the statistics Samsung is shipping so much more smartphones all worldwide than Apple is. This creates a big threat because Samsung shares would be growing more compared to Apple’s. Economic problems that could occur would be if the suppliers don’t get their products out in time or if production is taking to long for a particular product; these all could affect the organization and how their competition would handle it. This could also lower market shares because the trouble that they see Apple is going through with their vendors and such.
Americatel is positioned within the small to mid-sized market in the telecommunications sector. However, their primary competitors Movistar and Claro compete within the large-sized market. With only 10% overall market share, Americatel has the potential to capture additional growth as the industry growth rate is growing at 6%. To accomplish this we recommend that Americatel own their position in the small to mid-sized market by capitalizing on their competitive advantage of providing superior customer service as well as leveraging new solutions to further drive customer satisfaction.
Not only does the company have six potential alternatives, but the firm also has several uncertainties if it enters into the India market space. The magnitude and timing of the firm’s retail competitors may be unclear. Competitors could aggressively advertise their current products or extend product lines if the market appears to...
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
From 1980s – present many big mobile phones manufacturers like Ericsson, Nokia, Siemens, Motorola and NEC started adopting and applying new technologies in their products and to maximize the quality of reception and transmission.
Telecommunications gained mainstream attention in the early 90’s; however the initial key market was business men and women, who used their phones whilst being on the move and so allowing them to communicate with their companies with ease. Though in the modern era, telecommunication went through segmentation in the market trends, and now in this day and age it would be difficult to find someone who does not own some form of mobile technology. Many phone providers battle to provide the best service for their customers (Figure 1).
Mobile is the first order priority device for access because people are connecting with others, finding entertainment, and doing business—all with smart phones. The prices of mobile phones are never over $1,000 in today’s world. They are affordable and accessible. As the result of the changes the worldwide and national business environment has undergone, people own 1-2 cell phones on average. However, the mobile markets in US seems to have been saturated.
Break the users trust, decrease the value of Apple in the market, threats of new entrant’s effect by their new inventions, rivalry of competitors.
The changes in the technological can influence many part of societies. When the AT&T Company introduce their new product and services which is wireless and wire line technology will effects occur primarily through the new products, processes, and materials. Thus, changes in technological also often can achieve higher market share and earn higher return because, newly emerging technology from AT&T could derive competitive advantages. For example, internet today becoming more remarkable capability to provide information easily, quickly, effectively, and also can create more value for customer in the future and to anticipate future trends.
Jumio 's Mobile Consumer Habits Study (Knight, 2013) hints on the fact that smartphones have not just
By the end of 2003, Nokia was the clear market leader in the mobile phone industry in terms of sales and profitability. It was ahead of giant companies like Motorola, Ericsson, Siemens, Samsung, and other worthy competitors. Since the early 1990s, Nokia's Strategic Intent was to build distinctive competency in product innovation, rapid response, and global brand management. Its strategic intent required rapid growth in the core businesses of mobile phones and telecommunications networks. This goal was achieved by Nokia's development of new products and expansion into new markets. In order to become the global leader as it is today, the company had overcome numerous challenges and obstacles over the last decade.
"Report Says 75 Percent Of World's Population Have Mobile Phones."RadioFreeEurope/RadioLiberty. N.p., n.d. Web. 18 Feb. 2014.
The smartphone is an obvious example of a mobile device, and is obvious for good reason: According to Nielsen’s U.S. Digital Consumer Report, 65% of all Americans owned smartphones in 2013 (Fingas), and that number is set to continue growing in the years to come. Smartphones began to gain massive market share with Apple’s introduction of the iPhone in mid-2007; today, Samsung is the largest smartphone manufacturer but Apple isn’t far behind. I believe that smartphones are popular because they are a jack-of-all-trades device: in a slim device that fits in your pocket, you have a portable music player, a high-quality point and shoot camera, an web and e-mail communicator, a video game console, and of course a mobile phone. Smartphones are very valuable to businesses and their employees because it allows employees to instantly receive emails, phone calls, and text messages no matter where they are. Through mobile applications, or “apps”, a company could for instance ...
Within a few years, there will be well over a billion mobile phone users worldwide and the majority of mobile phones will be connected to the Internet.