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MARKETING STRATEGY

Captured Mass Market


Launched a phone costing Rs.1600
Launch MOTPFLIP under Rs.4000
Widen their product portfolio
Collaborated with cellular service provider
Enhanced their distribution network
Youth Target Audience

POSITIONING

No belief in the brand


No support from retailers and consumers
Narrow product portfolio
Poor brand awareness
Market share

PRODUCT STRATEGY
Positioning is the process by which marketers try to create an image or identify in
the minds of their target market through Logo and colour of the brand. So Motorola
positioned its product Positioning strategy on the basis of its logo, colour and
tagline. The tagline is Hello Moto and intelligence Everywhere. Also Motorola
positioned itself as a customer centric company.
PRICE STRATEGY
Motorola is a more nimble company (than say giants like Samsung) it doesn't need to
worry about making very high profit margins on its smartphones. Instead the company's
new pricing strategy is to build high-quality, low-cost devices.
DISTRIBUTION STRATEGY
Motorola Semiconductor Product Sector (SPS) has restored its relationship with specialty
distributor, Richardson Electronics Ltd., LaFox, Ill., three years after dropping it. This
move comes on the heels of the company's reversal of a long-held policy prohibiting its
distributors from carrying Asian semiconductor lines. That policy itself had been eased in
1997, when Motorola agreed to allow its distributors to carry a single Asian line, but no
more than one. All of these changes happened in the shadow of a large scale corporate
restructuring.
MARKET COMMUNICATION STRATEGY
The market Communication Strategy factor is based on the following points.
Creating Brand Awareness
Brand recall in customers mind through Colour , Logo, and its promotion
program.
Provide product information.

MARKET RESEARCH OF MOTOROLA


Motorola has experience high growth in the past year due to their devices being sold all
over the world. Last year, Motorola had 85% global satisfaction with their customers,
which influenced their growth to in sales to be 118%.
Adrienne Hayes, Senior VP of Marketing for Motorola, explained that Motorola's
research found that 60% of phone owners have slept with their phone in their hand; 17%
have used their phone while in the shower; 40% say they ask their phone things they
wouldn't ask a friend. But, 39% of users are actually happy with their mobile devices
ACTION PROGRAM
Smart Actions is a Motorola program that allows you to set "Rules" for your phones
behavior. These rules are activated using "triggers" such as GPS location, time, or when
charging. There's no Android phone out there that can come close to competing with the
RAZR Maxx in battery life.
BUDGET
You see, this year's Moto G uses one of Qualcomm's quad-core Snapdragon 410 chips,
with the CPU cores clocked at 1.4GHz and an Adreno 306 GPU. That doesn't seem like a
huge lift in horsepower compared to the 2014 edition (quick refresher: a 1.2GHz
Snapdragon 400 and an Adreno 305 GPU). That said, spending an extra $40 now gets
you the G with 2GB of RAM -- double the amount of memory you'd have gotten last
year. The reason I'm harping on seemingly modest changes is that it's easy to assume
falling silicon prices and shifting demand mean yesterday's flagships are today's cut-rate
volume sellers. Not always. We're still working with a phone on a budget here, but it
moves with a level of polish and fluidity that might make you forget how much you
actually paid for it. Of course, our usual suite of benchmarks reminds you what you're
paying for.

CONTROLS
The adequacy and effectiveness of the Companys internal accounting and financial
controls, including computerized information system controls and security, and consider
any recommendations for improvement of such controls. Major issues in the Companys
internal controls and any actions taken to address significant or material control
deficiencies

BIBLOGRAPHY
https://en.wikipedia.org/wiki/Motorola_Razr
https://www.google.com.pk/?gws_rd=ssl
http://www.motorola.com/us/home
CONCLUSION
MOTOROLA- NO. 02 Player
Penetration and brand awareness
Long term survival
Promotional Activities