Advertising campaign for Motorola cellular phones

• Main Authors: Gimenez, Geoffrey, Jahrling, Giuseppina, Kahn, Francesca, Montinola, Christina
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16958
• Institution: De La Salle University

Motorola is, by far, the market leader in the cellular phone industry. It holds more than 80% of the analog market, approximately 68% of the digital market, and about 50% of the ETACS market. However, fierce competitive activity, especially by Nokia, has threatened its overall market share. With the market expected to double by next year, it is vital that Motorola maintain its competitive edge, and be at the top-of-mind of consumers. All Marketing efforts should be geared towards this. The marketplace has become very cluttered with the different choices of cellular phones and the different operator companies that provide the service. Each is highly dependent on the other and therefore much confusion arises as to which is the hardware and which is the service. Thus, the situation presented above determines the need for a distinct advertising campaign for Motorola. The group recommends an advertising launch of a series of ads, that differs from the current advertising which focuses on durability. The advertising recommendations will focus on Motorola's innovativeness and superiority of products, while making this relevant to consumer needs. This will be done through distinctive creative devices that make use of vivid metaphors to create impact. The advertising will be targeted to both males and females, 25-50 yrs. of age, coming from the AB and upper C economic classes. Media strategies are designed in reference to the target market TV being the primary medium and supported by radio and print as well as non-traditional mediums. Placements will be reflective of Motorola's leadership. Total budget is estimated at 23 million, inclusive of production costs, media expenditures, post testing expenses, and reserves for opportunity buys. The whole campaign is for a period of one (1) year.