文档介绍：Motorola’s
——an integrated marketing
communications plan for it
第六组组员：黄彬彬、吴宇恒、张蕴妍、李胜强、梁聪
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”?
1 Motolora in America
2 Motolora in China
3 Motolora in Finland
4 Motolora in Brazil 
5 Succeeded and cool
Droid, Enjoy
Motorola’s 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  information
Groups
Flexibility; ALL Patricia Field;
High repeat  Hardware 
exposure; configuration
Low cost;Low  ;
billboards message  Application 
competition; function 
Little audience 
selectivity;
Creative 
limitations
feature Target  information
Groups
High selectivity; young 
Low cost; people;
Immediacy;  (A better  Patricia Field;
Customer is full  educated,  Hardware 
of energy