市场营销案例摩托罗拉@

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,第六组组员：黄彬彬、吴宇恒、张蕴妍、,李胜强、,梁聪,Motorolas,an integrated marketing communications plan for it,Discussion Questions,1.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,Finland,Motolora in,Brazil,Motolora in,America,Motolora in,China,1,2,3,4,Succeeded and cool,5,Droid,Enjoy,Motorolas new phone series,Droid series,American Market,High consumption power,Accepting new product,Caring about brand,quality,safety of product,Motolora in America,Large market share,Strong brand,Making the message be consistent,Powerful function,fashion design,high quality and good service,Droid,Enjoy,feature,Target Groups,information,billboards,Flexibility;,High repeat,exposur,e,;,Low cost;Low message competition;,Little audience selectivity;,Creative limitations,ALL,Patricia Field,;,H,ardware configuration,;,A,pplication function,feature,Target Groups,information,Internet,High selectivity;,Low cost;,Immediacy;,Custome,r,is full of energy,High 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;,feature,Target Groups,information,Radio,Good Local acceptance;,High geographic and demographic selectivity;,Low cost:,Skeptical bunch,Cautious;,Focus on the quality and the value,Practicability;,Cost performance,feature,Target Groups,information,Print,Huge information;,Timeliness;,High believability;,A better-educated;,More white-collar,More professional population;,All message,and a detailed description,Motolorain,China,Background,BrandCompetitiveness,2003：thefirstone,2004：thesecondafter,2005：thethirdafterand,modify,the,plan,Establisha,better,brandimage,：Energetic andFashionable,Movedconsumers,：Concerntrate on Consumer Wants andNeeds,Balance thecost andtheprice,：Use thepromotiontools,Make thesaleschannel moreconvenient,Motolorain,Finland,Background,Home of,has,：,：50%ofthemobile phone market,modify,the,plan,Advertisements,：Energetic andFashionable,MarketPositioning,：mid-range andlowend markets,Sale strategy,：smallcities,gamesformobile phones,Motolorain,Brazil,Background,Thesecond largestmarket,Hasafactory in,Jaguarina,Q8,modify,the,plan,Personalizedesign,Advertisement,：J,ayChou,Integrationofbrand,：Technologyandbrand（ZN5）,Buildownmarketing network,I,t hasn,o,t succeeded,Althoughmanagershadput Motorolasboxesinthe window,it,sonly appearances.,When,us,ing,theconceptofIMC,t,hemessages,are,thesameincontent andsimilar in execution.,I,t,i,s notreallycool,Althoughitlookedsobright,soartistic,itdoesn,tpractical.,Thankyou,！,9,、静夜四无,邻,邻，荒居旧,业,业贫。12月-2212月-22,Saturday,December 31,2022,10,、雨,中,中黄,叶,叶树,，,，灯,下,下白,头,头人,。,。08:09:0108:09:0108:09,12/31/20228:09:01AM,11,、,以,以,我,我,独,独,沈,沈,久,久,，,，,愧,愧,君,君,相,相,见,见,频,频,。,。,。,。12,月,月-2208:09:0108:09,Dec-2231-Dec-22,12,、故人,江,江海别,，,，几度,隔,隔山川,。,。08:09:0108:09:0108:09,Saturday,December31,2022,13,、乍见翻,疑,疑梦，相,悲,悲各问年,。,。12月-2212月-2208:09:0108:09:01,December31,2022,14,、,他,他,乡,乡,生,生,白,白,发,发,，,，,旧,旧,国,国,见,见,青,青,山,山,。,。,。,。31,十,十,二,二,月,月20228:09:01,上,上,午,午08:09:0112,月,月-22,15,、比,不,不了,得,得就,不,不比,，,，得,不,不到,的,的就,不,不要,。,。十二,月,月228:09,上,上,午,午12,月,月-2208:09,December31,2022,16,、行,动,动出,成,成果,，,，工,作,作出,财,财富,。,。2022/12/318:09:0108:09:01,31December2022,17,、做前，,能,能够环视,四,四周；做,时,时，你只,能,能或者最,好,好沿着以,脚,脚为起点,的,的射线向,前,前。8:09:01,上,上午8:09,上,上午08:09:0112月-22,9,、没有,失,失败，,只,只有暂,时,时停止,成,成功！,。,。12月-2212月-22,Saturday,December31,2022,10,、很多事情,努,努力了未必,有,有结果，但,是,是不努力却,什,什么改变也,没,没有。08:09:0108:09:0108:09,12/31/20228:09:01 AM,11,、,成,成,功,功,就,就,是,是,日,日,复,复,一,一,日,日,那,那,一,一,点,点,点,点,小,小,小,小,努,努,力,力,的,的,积,积,累,累,。,。,。,。12,月,月-2208:09:0108:09,Dec-2231-Dec-22,12,、世,间,间成,事,事，,不,不求,其,其绝,对,对圆,满,满，,留,留一,份,份不,足,足，,可,可得,无,无限,完,完美,。,。08:09:0108:09:0108:09,Saturday,December31,2022,13,、,不,不,知,知,香,香,积,积,寺,寺,，,，,数,数,里,里,入,入,云,云,峰,峰,。,。,。,。12,月,月-2212,月,月-2208:09:0108:09:01,December31,2022,14,、意志,坚,坚强的,人,人能把,世,世界放,在,在手中,像,像泥块,一,一样任,意,意揉捏,。,。31,十,十二月20228:09:01 上,午,午08:09:0112月-22,15,、楚塞三湘,接,接，荆门九,派,派通。十二月 228:09,上,上午12月-2208:09,December 31,2022,16,、少年十五,二,二十时，步,行,行夺得胡马,骑,骑。2022/12/318:09:0108:09:01,31 December 2022,17,、空山新,雨,雨后，天,气,气晚来秋,。,。8:09:01,上,上午8:09,上,上午08:09:0112月-22,9,、,杨,杨,柳,柳,散,散,和,和,风,风,，,，,青,青,山,山,澹,澹,吾,吾,虑,虑,。,。,。,。12,月,月-2212,月,月-22,Saturday,December31,2022,10,、,阅,阅,读,读,一,一,切,切,好,好,书,书,如,如,同,同,和,和,过,过,去,去,最,最,杰,杰,出,出,的,的,人,人,谈,谈,话,话,。,。08:09:0108:09:0108:09,12/31/20228:09:01AM,11,、越是没有,本,本领的就越,加,加自命不凡,。,。12月-2208:09:0108:09,Dec-2231-Dec-22,12,、越,是,