MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning 1

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning 1

Content / Points Possible
75 / Points Earned
60 / Comments: Team, while there are some very strong sections and some useful research in this plan, there is also a great deal of inconsistency in the quality and depth of the content and writing. I’m concerned that this is phase three and the team does not yet seem to have reached a cohesive strategy, level of research, and writing. Perhaps you might create more opportunities to communicate together, discuss my feedback, application of theory questions, etc. Focus only on your green phone, not on Motorola’s other products or claims to fame. A new product introduction means you have to launch that product successfully based on the value it provides for consumers. It has the added challenge of having to get noticed by the target market among all the dozens of other competitive phones out there. You have to be more targeted, focused and creative. Research your topic BEFORE writing so you know what it is and how it needs to be applied. (E.g. What are marketing pricing strategies? There are many but only one or two will work together with your product vision. Be clear about what that is and why it will work and make sure it segues with your other MM elements, budget, etc.).
Oliver has already called me about plan elements, writing the plan, etc., but I would also love to hear from Colette or Keyshon if there are any questions about approaches for success. My top suggestions would be to work more closely together on your product vision so you can synergistically create strategies that work, rather than unilaterally pasting sections together. I have confidence that you can do it! Some of my top plans have had very poor initial phases and teams have delivered straight-forward, targeted plans that really could prove successful for the product. Work hard on the next few phases and review and revise the weak sections in the previous phases. You can do it! Wendi
All required elements for this week’s deliverable are present, fully developed and persuasive. / Strategy, Segmentation, Targeting and Positioning
Week Three
Section 4. Fundamental Marketing Strategies
a. Clarify your primary and secondary (if applicable) target markets (using your week 2 research as the foundation Describe the target market(s) in specific terms using Section 3a above.
a.  Choose a marketing strategy (research Ansoff Matrix) from either option 3 or 4 (see Syllabus instructions, pgs 5 and 6):
1)  Market Penetration
2)  Market Development
3)  Product Development
4)  Diversification
b.  Describe the differentiation and positioning strategy
c.  Write the Position Statement
d.  Describe the Competition strategy
e.  Describe the Branding strategy
f.  Product life cycle description and prediction
Really good section on the LCA. See my suggestions on how to integrate it. Some with the PLC and use the rest for your product discussion.
Organization / 30 / 28
Elements are logically organized. / Plan is getting very long, team. Suggestion: When you write, use a one sentence introduction for each section, saying what you are going to do and then how/why, etc., you will do it. Wrap with a one sentence summary stating success or risk factors. Go back and review some marketing plans online to see formatting/length, etc. I’m not looking for word count; I’m looking for succinct action planning (MM) that can be measured or information that supports those plans (like our R+STP sections).
Mechanics / 20 / 15
Followed APA formatting guidelines for references and credits.
Marketing plan is formatted to appear as a genuine business document.
Spelling, punctuation, grammar, word choice, sentence structure are all correct. / Still need to review APA formatting. Avoid point loss by checking APA.
Yes – but see note above. Getting too long. Should be shorter and simpler. Edit, edit, edit and don’t repeat.
Continue to team-edit to correct errors
TOTAL / 125 / 103 / 83%

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning

D. Colette Armour, Keyshon Bachus, & David Wray

SUS520A2_201302

Marylhurst University

Wendi Butler

March 10, 2013

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning 2

Target Markets

In assessing potential markets for the Moto Green2, MUCH better!!! Now you OWN it! J Motorola further recognizes the definition of children to include the ages of 8 to 17 years of age. As the target of tweeners (8-12 years of age) breaks further into the market, we are presented with a unique opportunity to capitalize on properly educating the youth towards a more sustainable future. Also included in our target market will be the parents of the stated childrentargeted demographic (marketing language). The primary reason is placed on the fact because many parents look to bundle packages with their children to ensure the best plans and prices are available. [recommend streamlining and editing long sentences for clarity and brevity]

The specific breakdown for Motorola’s primary target market is 8 to 12 years of age, male and female. The next addition to the primary target market is 13 to 17 years of age, both male and female. Our secondary target market is the adults of the stated age group of children, these individuals are male or female and their income has been shown to affect the probability if they will purchase a cellular device for their child.

41% of households with $50,000 or less bought their child/children a cell phone compared to 62% of those who incomes were $100,000 or more (ORC International, 2012).

Motorola has selected the city of Denver as a launch or test-market city? [the implication being that if successful, your will take it to the broader market, very common approach with large companies] to target the selected market due to the ease of transportation, location in relation to the surround cities and states, and the large amount of familial statistics that cater to our target demographics. Much clearer section this time! I know exactly what the goal and aim is now. The product is identified as unique, the target market is clarified, and we know where we are going to launch! Continue on like this, ensuring that you use your learned marketing terminology and professional tone.

Purchase Behaviors

The purchasing behaviors of parents/professionals in the target market follow the following aspects (ORC International, 2012):

- The price of the phone

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- The amount of minutes/texting offered with plans (contract vs. pre-paid)

- Ease of adding children to existing plans

- Quality of network

- Cost of texting and voice service

- Availability of mobile data with the handset

We have provided information to provide further insight to purchasing behaviors amongst our target market (ORC International, 2012): Very nice data and graphs! Use this info when devising your pricing strategy…

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Other notable purchasing behaviors to reference and take into accounts are (Zameer et. Al, 2012):

- Brand name of phone Here it gets interesting. Kids don’t really care or know what green is, but if you can be creative, you can not only create a cult following for the phone, but teach them all about green at the same time. You’ll need something that kids like, but you have to reach a bunch of different ages (and we know that kids tastes/preferences change constantly). When you get to Product and Promotion planning, think about using the magic of the web, cooperative marketing (movies/cartoon characters, etc.) to allow some sort of product customization OR collaboration with another entity(es) that kid like, so that you add some value that will attract the kids to ask their parents for the phone…(they are the purchase drivers).

- Source of information (newspaper, TV, internet, mobile phone retailer, other)

- Help in making the decision (family, friends, media, other)

- Specifications of the phone (weight, functionality, promotions, styles, quality, brand image) Strong section here!

By carefully monitoring additional purchasing behaviors, we align our target market with those of the general population. If the market trends are beginning to gravitate towards certain aspects, Motorola is well equipped and prepared to adjust our positioning to effectively appeal to our

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning 5

target. The most important aspect of the purchasing behavior and buying decision is the competency and drive of the salesperson distributing the Moto Green2. Motorola needs to attract and retain customers by providing consistent, reliable, and easy-to-use services. Monitoring consumer purchase behaviors is the most efficient way to grow with our customers as their expectations change throughout or relationship. Yes – M is expert in its sales model, however, remember you are now targeting kids – different ball game and you’ll need to reach them somehow. I look forward to how creative you can be with your MM tactics!

Marketing Strategy

Motorola will utilize a product development strategy, as the Moto Green2 will be introduced as the new green phone that will be distributed with our existing customers, with the addition of the 8 – 12 year old age group. Embracing new product development, we are able to remain ahead of the competition while addressing the changing needs of our customers. More importantly we are able to explore new marketing channels, (watch punctuation throughout remainder of document) ultimately increasing market share. Given the variety of product development strategies, Motorola will approach two specific aspects with full force: customer need and technology (Richards, n.d.).

As a basic strategy, customer needs will be the primary focus, as our consumers will set the tone for all changes and modifications with the Moto Green2. Building upon the ideals of the Moto W233 Renew, our first “Green” phone, the Moto Green2 will cohesively work to expand the capabilities of its predeceasing predecessor? phone and provide customers with the most up-to-date technological aspectsfeatures? that combat any close competitors. Being able to follow Disagree; must lead/innovate in this industry (see iPhone/Android/BB) technology is critical to our success. As most demands will adhere to the rise and fall of technology, so must our dedication and commitment to addressing all advantages and disadvantages presented with such changes. As a collective overview, our product development recognizes we are selling additional products to the same target, but incorporating different tools marketing mix strategies to maximize acceptance,

MOTOROLA MOBILITY: Strategy, Segmentation, Targeting and Positioning 6

increase educational aspects, and ensure new customer clientele while retaining present customers by (Mind Tools, n.d.): Check – did you mean to put this here? If so, clarify as this section is confusing… I was confused over why this was here but now I see it is your running head! Please use Headers and Footers for these so they don’t float all over the page. Go to Word / Insert / Header and put it in there. That way the reader doesn’t have to stumble over a title in the text. When you put together your final document, you’ll put in your company name and Marketing Plan 2013 (or something similar). Don’t forget page numbers.

- Offering new variant of an existing product and continuing to improve upon current packaging methods

- Shortening time of the product to reach the market+ always a smart move for a tech company! and improving customer service and quality when we look at positioning variables for phones – would features or quality matter most?.

Differentiation

What makes our Moto Green2 brand so unique from other cell phones is that we are the only? (terms like “the most,” “The only,” “The first,” are differentiating terms. Use them here if you can prove them. made from 100% recycled plastic water bottles. Love it! Starting with the raw ingredients plastic bottles collected from recycling centers, our circuit boards do not contain lead solder; ++and all of the aluminum and copper used to complete the circuits and antennae are also collected from recycling centers. SM LCA choices? This makes the Moto Green2 have the lowest Carbon carbon footprint of any electronic device in the world. For transparency and metrics (sustainable principles), can you show this using the SM LCA tool? You were to create a project, benchmark a phone and then select new materials that show a lower carbon impact. Actually it all begins with customers like you that have incorporated recycling in your life.

Description of MotoGreen2 versus LG Straight Talk

Innovation has allowed us to manufacture a cell phone that is not expensive and is a cell phone for school age children or adults. The Moto Green2 is made from low-impact materials- made from recycled plastic water bottles and has pre-paid postage for recycling of old phones no matter what brand or type. greatThe Moto Green2 is made from six components - no lead in circuit board, copper, molding made from aluminum with an aluminum antenna that is from recycling centers. The Moto Green2 has an effective distribution plan where we use recyclable packaging. ++We have a low impact use by having a reduction of H2O used in processing. And we use diesel fueled ?

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trucks in the transportation of raw materials and finished product to warehouses (Sustainable Minds, 2013). Use header/footer

Position Statement First step: Research positioning statements

It is the position of the not what positioning means (see DQ)Motorola Company that in going forward with the plans of the Moto Green2, that we appeal to the psychological needs of the tweener, as well as the protective instinct of the parents. Since we are marketing a segmented audience who does not have disposable income, we must also petition to those who are purchasing. Given that we are targeting both groups, it is imperative that we entice them with as much readily available and up-to-date information as possible. This includes stringent, yet enlightening, advertisement and push of our 100% recyclable product; the further information that the production process awkward wording does not (at any time) emit harmful gases or radiations into the environment; and the “hipness” There are important parameters here: hipness, environmental, economical (imagine the perceptual mapping of these factors). Now how can we create a short paragraph that describes how we hope the customer(s) will think of our product? See below for positioning statements formula – you’ll have the parents (with different perceptual mapping values (safety, economy, env, etc.) and the kids’. of the phone’s technology (Motorola Solutions, 2013). Although it is a terrific economical buy, neither parent nor tweener will lose points in keeping on top of the newest technology and features offered on any other phone, both those of our own lines and those of our major market competitors.