Motorola

Introduction and Executive Summary The storytellers are back with yet another story to tell, and this time around it is Motorola. The story tellers for a good 6 months have bred upon the idea of association. Associating with the people, with the clients, with the stories and most importantly with creative concepts. Nogah Branding Thoughts after a 6 month gap has moth balled from a thought to an association, continuously striving every minute to create one and develop a sense of bonding with every individual in its vicinity. Our associative skills have also been nurtured intra group as well as inter group. Taking our love for the word, a step further. We have associated with ideas to form creative strategies, associated with people to form ever lasting clients, associated with words to spin the story web and this time around we just thought about keeping it really plain and simple; by associating with parameters. For the past couple of months Nogah Branding Thoughts has been deeply involved with Market Research work for Motorola and its sub brand Motoflip. The team has been keenly involved in the project to produce results that would help the client in dealing with its hence forth operations. The research dealt with analyzing the ad recall and effectivity of the brand Motoflip. The research further analysed the media habits of its target audience and the product usage defined by the sample size. This analysis helped us to formulate the necessary inferences and hence suggest certain well needed changes in several of Motorola and Motoflip’s marketing as well as advertising goals. The research conducted at Nogah has been aiming to achieve the best possible results that could be managed so as to meet the client’s ever-challenging needs and to meet the current scenarios in the cellular market. The inferences got out of this research has been placed down in subjective as well as objective manner which covers all aspects necessary. MOTOROLA – Brand History Company Statements: Mission Motorola seeks to benefit the communities in which it operates around the world.  The company achieves this by making strategic grants, forging strong community partnerships, fostering innovation, and engaging stakeholders. Vision To make a unique contribution to improving the world in which we live. How Motorola does It Motorola seek to fund best-in-class organizations around the world that support the strategic focus areas and work with them to improve communities. Motorola leverage resources, include key stakeholders in decisions, and work within community networks to maximize funding. Motorola conducts rigorous accounting and oversight practices to insure impact of the grant making and funding. Making History: Developing the Portable Cellular System In the communications world, the Motorola brand brings to mind innovation. Years of experience engineering portable two-way radio systems led to Motorola's vision of personal, portable communications. The result was the world's first commercial portable cellular phone in 1983. Motorola's DynaTAC 8000X phone and the cellular system behind it changed how the world communicates. Building the Foundation Motorola’s success in cellular had its roots in the company’s earlier research. Born as the Galvin Manufacturing Corporation in Chicago in 1928, the company was a radio communications pioneer. The company produced its first Motorola-branded car radio in 1930, followed soon after by radios for public safety officers. In 1940 Motorola developed its first handheld radio — the Handie-Talkie™ portable two-way radio, designed for the U.S. military. More two-way radios for public safety and businesses, and entertainment radios for consumers — many of them portable — were among the products the company made during the 1940s through the 1960s. Motorola had a mobility mindset dedicated to making communications available where and how people needed them. Welcoming Cellular Technology The car radiotelephone industry provided a new opportunity for Motorola to help people communicate. Beginning in 1946 when radiotelephone service began in the U.S., the company produced mobile telephones in cars or "car phones," as they came to be called. Radiotelephones essentially were two-way radios connected to the landline telephone system. However, problems with car radiotelephone systems emerged as their popularity grew. Due to the limited number of available frequencies, car phone systems allowed only a few calls at one time. Frustrated callers often experienced long waits. In addition, radio channels could not be reused in nearby areas because of interference from the high-powered base stations. In 1968, the U.S. Federal Communications Commission (FCC) proposed to allocate frequencies in the 800-900 MHz range for a new technology to solve these problems. Cellular technology, conceptualized by Bell Laboratories (AT&T) years earlier, was a possible solution. Geographical areas would be broken into small adjacent cells and many more car phones could be used at one time. A network of cell sites would be supported by a call-switching infrastructure that tracked users as they moved through the network and automatically switched their calls as their location changed. By the early 1970s, AT&T and Motorola both announced plans for high-capacity mobile telephone systems based on cellular technology. Motorola's Portable Cellular Concept While AT&T developed a system based on mobile (car) phones, Motorola decided to apply its decades of radio expertise and compete with AT&T for access to the proposed new radio frequencies. When Motorola engineers began researching cellular technology, they soon recognized its potential. But their vision went far beyond car-based phone technology. "When you park your car and leave, you can't use your mobile [car phone] but you can take your portable with you," stated Martin Cooper, who was one of the leaders in early cellular development at Motorola. The company's idea was a big one: It would involve not only creating a portable wireless phone, but also building the system and infrastructure to support it. The Motorola team would have to prove to the FCC that a cellular system compatible with portable phones would work. They did not have much time. Creating the first wireless portable cell phone in the world was an enormous challenge. No one had ever seen one before, so there was nothing to compare it to. Cooper called on Motorola's industrial design director, Rudy Krolopp, and his team to design the shape of the phone. A three-dimensional model needed to be built within days in order to have a working prototype for the FCC meeting in six weeks. After several days of continual work, Krolopp's team gathered for dinner at a nearby restaurant to present their concepts. Hours later, they emerged with a winning design.  "We called it a shoe phone, because it sort of looked a little bit like a boot," recalled Krolopp. The design and engineering teams began to work together at a fast pace to meet the impending deadline. The engineers' challenge now was to make the electronics small enough to fit in the handset that Krolopp’s team designed. Fortunately, because of Motorola’s two-way radio and semiconductor experience, the company already held patents on, and manufactured, much of the basic electronics needed for a portable phone system. By February of 1973, Motorola had produced a working DynaTAC (DYNamic Adaptive Total Area Coverage) portable phone prototype. They presented the DynaTAC prototype phone and system concept to the FCC, which soon announced that it would hold new hearings on allocating spectrum for cellular service. It was an incredible achievement for the Motorola team. But they now faced another challenge: designing a commercial large area system that would enable their portable phone to operate. Designing a Portable System The DynaTAC cellular system required phone calls to be switched from cell to cell as users traveled. Making that happen without a high rate of dropped calls required innovative engineering. And foremost, Motorola had to create a high capacity system that worked with both portable phones and mobile car phones. The Motorola engineering team’s concept involved designing a large number of overlapping cells in a geographic area. Low powered transmitters in each cell allowed frequencies to be reused in cells farther away. Computerized network equipment tracked the moving caller through the system and automatically switched the call to a new cell and frequency as the caller changed locations (a process known as "hand-off"). The system automatically adjusted the phone's transmitting power so it would not interfere with neighboring cell sites and linked the call with the wireline telephone network. Specialized directional antennas focused the radio signal where it was needed. As more people subscribed to cellular services, the system could be expanded by splitting cells and making many smaller cells within the same geographic area. To test their concept Motorola engineers spent many hours in Chicago, New York City and Washington, D.C., deploying experimental equipment, taking measurements and testing radio signals. The prototype system now was ready for a market trial with paying subscribers. When the F.C.C. granted a developmental license for the Baltimore-Washington, D.C., area in 1977, Motorola supplied DynaTAC cellular equipment. One user summarized the new experience, "My business calls are automatically forwarded to my DynaTAC portable and I’m always in touch!" The DynaTAC cellular radiophone system’s unique features created a complete system tailored to the needs of both car and portable phones. While Motorola worked with U.S. government agencies to receive regulatory approval, the team continued to test and refine the technology. Meanwhile, the cellular concept was spreading through other parts of the world. Motorola began supplying systems and phones to other countries. Achieving A World First On September 21, 1983, Motorola made history when the FCC approved the DynaTAC 8000X phone, the world's first commercial portable cell phone. After more than 10 years and a US$100 million investment, Motorola's commitment produced an innovative portable technology that revolutionized the communications industry and changed the lives of people around the world. Market Share Recently, a massive turnaround plan has been executed successfully by CEO Edward Zander, although many credit former CEO Chris Galvin with taking the first comprehensive steps. Due to recent layoffs and the spinoff of Freescale Semiconductor, the number of employees working for Motorola has gone from just over 150,000 to approximately 66,000. Motorola has recently been regaining market share in the cellular-phone business from Nokia, Samsung, and others due to stylish new cellular phone designs like the Motorola RAZR V3. The company also unveiled the first phones compatible with Apple Computer's iTunes Store, the Motorola ROKR E1, in September 2005, and the Motorola SLVR in January 2006. Motorola has recently announced its new iRadio music service as a potential substitute for iTunes compatibility, as well as a phone supporting Microsoft's Windows Media format in addition to expanding its product lines with Apple's iTunes, with the new KRZR, SLVR, and RAZR V3i. According to Motorola, they see their cell phones as a media gateway. However, the new MOTOFONE is a Linux-based phone aimed at entry-level users and developing markets. The world's second-biggest cell-phone maker has boosted sales through its popular Razr phone product line. It is improving profits by reusing the same parts in many of its cell phones. The company's operating profit margin was 11 percent in the first quarter and in the third and fourth quarters last year. It had a 21 percent first-quarter share of the cell-phone market, which is lead by Nokia. Motorola expects to sell 300 million to 500 million phones from the Razr and its design spin-offs in the lifetime of the product range. Indian Market for Motoflip Among the most striking advertisements on Indian television lately has been a series of ads launched by cell phone maker Motorola, advertising their low-end ‘Moto Flip’ model, available for as little as 3900 rupees.While Nokia, Sony Ericsson and Samsung continue to use music, multimedia, email and camera features to lure consumers in the fastest growing cell phone market in the world, Motorola does a flip and tries to attract consumers with a low cost, stripped-down phone with deceptively expensive looks. While comparative sales figures are not available, it appears that the Moto Flip will find the sweet spot of the contradictorily complex value-driven and status-conscious Indian consumer. The size of the Indian middle class is about the same as the total population of the USA. Approximately, 12% of these comprise the upper middle class, referred to as the Consuming class, about 50% are the Climbers forming the belly of the middle class, and the rest 37% comprise the lower middle class, also known as the Aspirants. The top 62% of the Indian middle class has traditionally been considered the most lucrative of these segments. Motorola seems to have realized that there is a big market of ‘Aspirants’, those with limited means and unfulfilled wishes. This constitutes about 150 Million people spread across urban and rural areas. This class spends approximately 67% of their monthly income on groceries and daily household expenses. Cell phones and consumer durables make up 2% of their expenses, while clothes seem to be the only indulgence with 5% of their monthly income spent on them. The data suggests that spend on relative luxuries can go up if the right products are made available to them at the right price. Although driven by value for money, lower middle class Indians do aspire for the good things in life. And, for socio-cultural reasons, they are likely to be more loyal to their brand. Word of mouth communication is the strongest in this segment, and nothing sways their choice more than a word of reassurance from someone known. From all respects, to me, this seems to be a more reliable, reassuring, and sustaining market to go after, rather than the more visible and capricious high-end market that most brands seem to be pursuing. Moto Flip’s impact on Motorola’s profitability in India over the next twelve months will point to where the pot of gold in India’s middle class really lies. Research Methodology The research methodology explains the construction of our questionnaire, along with the interviewing techniques as well as the methods of analysis used by the group. The methodology will be divided into 3 broad parameters, being: - Questionnaire design principles - Interviewing Techniques - Observations - Analysis - Conclusions and recommendations. According to our group a questionnaire is like a play, in which one actor (the interviewer) is following rules and reading from the script, while the other actor (the respondent) can reply however he or she likes - but only certain types of reply will be recorded. Truly living up to the image of being storytellers at Nogah. Questionnaire Design Principles 1. Planning the questionnaire: Working out what we needed to know It seems to be a natural human tendency to jump into action: to start writing a questionnaire the moment you decide to do a survey. However better questionnaires result from planning the structure before you start writing any questions. If you simply start writing questions, you are likely to find out, too late, that some important questions were omitted, and other questions were not asked in a useful way. It was an important inference we gained out of the survey, wherein we primarily understood how to distinguish between questions that a respondent is to answer (questionnaire questions), and questions that we needed to answer (internal questions - sometimes called research questions). The questions you ask yourself are usually unsuitable for asking respondents directly. Some of our internal questions were: What is the age of our target segment' What socio economic class do they belong to' Do our respondents own a cellphone' Once we worked out what we needed to know and with what priority it was time to begin writing a questionnaire. Choosing a questionnaire type There are two main types of questionnaire: spoken and written. With written questionnaires, there are no interviewers. Respondents read the questions, and fill in their own answers. But as directed to us, we had to conduct a spoken questionnaire wherein the interviewers read the questions aloud to respondents, and the interviewers filled in the answers. Deciding the questionnaire length The next task in hand was deciding the length of questionnaire and the time it will take people to answer, on average. On testing within the group we realised that a single answer question takes about 30 seconds to answer where as a multi coded would take us about 1 minute. Thereby hoping to finish it in about 25 minutes. For the printed questionnaires we used legal sized papers which helped us in reducing a lot of waste space as compared to A4 papers. About 10 questions of average length fit on the questionnaire of this size. After all the decisions were taken and all the unnecessary questions were eliminated we finally had 84 questions in the questionnaire. This length however was a matter of concern for Nogah as we thought that towards the end of the questionnaire there would be a possible drop in interest among the respondents. Sequence of questions The first few questions in our questionnaire will set the scene for the respondent. We thought it would be important at the beginning, to have some questions that are both interesting and easy to answer. As the rapport would gradually build up between the interviewer and the repondents, more difficult questions could be asked as they have been involved in the answering process for some time. According to us in a good questionnaire, the questions will seem to flow in a logical order. When there were particular breaks in the questionnaire we decided upon creating a verbal link between the inertviewer and the respondent. This link also helped us build a personal bonding with the respondents, which encorporated a better response from them. While forming the questionnaire we have used the funnelling process where the questions were arranged in a general-to- specific manner. Subsequently we managed to get an overview of the respondent regarding their outlook towards the brand we were researching about. In planning a big questionnaire, it’s usually helpful to determine which question or small group of questions is the most important, and to build the questionnaire around this — leading up to the most important question, and away from it again. The more sensitive a question, the closer it should be to the end of the interview, for two reasons: firstly, rapport takes time to build up, and secondly, if a respondent does get offended and refuses to go on with the interview, little information will be lost. Therefore, we kept the demographic questions at the end of the questionnaire. 2. How to write a questionnaire One problem that we had to deal with was to decide upon choosing the right options to be provided in the questionnaire. Several questions were such that only one out of 100 candidates would choose a particular option for the question. Hence depending upon the importance and relevance of that we have either included or omitted a category from the answer options.In some questions were it got difficult to be precise about certain answer options, we took it safe by including an "other" category which helped us check this problem. Much of the value of a survey depends on the sensitivity of the interviewers. An interviewer who feels that a respondent may have misunderstood a question will probe and re-check. In this way, we made sure that every question is answered by the respondents after understanding the question and when they had no doubt in their minds about the same. 3. Types of question Questions can be described in several ways: by content, and by format. This section deals with different types of content; the next with different question formats. Substantive questions A substantive question is one about the substance of the survey - the topics you want to know about. These questions were asked to the entire sample size irrespective of any exceptions in their previous answers. Filter questions In the surveys, there are some questions which do not apply to everybody. Any question whose answers determine whether another question is asked is known as a filter question. We had a few questions which were applicable to and asked to only those respondents who qualified for it. The filter questions were used to analyse the media habits and other few areas in the questionnaire. Wherever respondents have denied being exposed to a certain media channel we haven’t asked them the subsequent question asking the details of the same. In this way the respondents were filtered out of those questions which makes it a little easier to analyse and categorize the media habits of the sample size taken. Demographic questions Most questionnaires include a number of demographic questions. These are questions about the respondent’s characteristics and circumstances. Questions about sex, age group, occupation, education, household type, income, religion, are all demographic. Simialrly we have demographic questions included in the questionnaire so as to analyse the sample size taken and categorizing the respondents into relevant groups for a better analysis. Control items These are not real questions, but other data gathered by the interviewer and recorded on the questionnaire. The respondent’s sex and residential locality are usually written on questionnaires. Other information is often useful, such as: ▪ the date and time of the interview, ▪ the duration of the interview (have the interviewer record the starting and finishing times on the questionnaire) ▪ the interviewer’s name, These control items usually appear at the end of the questionnaire. For written questionnaires, they can be entered before the questionnaire reaches the respondent. 4. Question formats There are several different styles of question. The most common are multiple-choice and open-ended questions. In our survey we have used only the multiple choice type questions where the respondents were provided with preset options for the questions asked wherein they had to choose those most relevant to them. In these type of questions we had a further two categories namely, single coded multiple choice and multi coded miutiple choice questions. The single coded questions referred to those questions where the respondents can choose only one of the given options most relevant to them. Multiple coded questions are those where the respondents were free to choose more than one options from the set provided. To answer the question, the interviewer circles the appropriate code in the box provided. With a questionnaire filled in by respondents, multiple choice questions can offer a large number of possible answers. But when an interviewer reads out the questions, it is difficult for respondents to remember many of the possible answers when the interviewer recites these as a long list. When there are many possible answers to a question, is to print them on a card, and hand this to respondents to choose their answers. Hence we used a show card wherein the respondents had a series of all the options available in sight and would choose the appropriate one. Data Entry and Data Cleaning: Checking and editing: Even though the completed questionnaires had already been checked by interviewers, they were checked again before (or during) data entry. What to check Every questionnaire needs to be thoroughly checked: All standard items at the beginning or end of a questionnaire should be filled in. They included: ▪ The interviewer’s name (or initials, or number) ▪ The date and time of interview. ▪ We checked whether every question which is supposed to have only one answer does not have more. ▪ Checked that no question which should have been skipped has an answer entered. Recoding frequent "other" answers We realised that it’s annoying to read a survey report and find that a large proportion of the answers to a question were "others". We also ensured that the goal should be to make sure the "other" category is the one with the fewest. Measurement Techniques Likert Scale Sample Question presented using a five-point Likert Scale Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement. Sometimes Likert scales are used in a forced choice method where the middle option of "Neither agree nor disagree" is not available. A typical test item in a Likert scale is a statement. The respondent is asked to indicate his or her degree of agreement with the statement or any kind of subjective or objective evaluation of the statement. Traditionally a five-point scale is used, for example Motorola is a stylish phone 1. Strongly disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Strongly agree Analyzing the Likert scale After the questionnaire is completed, each item may be analyzed separately or item responses may be summed to create a score for a group of items. Once the respondents answer such questions, what has to be done is to find the effective agreement to the statement being graded.This effective agreement is termed as the index of that statement which when compared to the maximum possible index that can be achieved points out how that statement fares. Hence, Likert scales are often called summative scales. Here we have used an index system wherein the responses are graded to give us an equivalent account of all the gradations from the responses of the sample size. This index is calculated by assigning each level of the Likert scale with a arbitrary value where the strongest positive proposition is assigned a value of 5. The descending levels are consequently assigned 4, 3, 2 and 1 values respectively. With this method we can derive the cumulative count of all the responses thus getting the index which defines the strength of the statement being graded. These indexes thus assigned help understand the level of agreement ot the asked questions in the questionnaire. Ordinal measurement In this classification, the numbers assigned to objects represent the rank order (1st, 2nd, 3rd etc.) of the entities measured. The numbers are called ordinals. The variables are called ordinal variables or rank variables. Comparisons of greater and less can be made, in addition to equality and inequality.. The central tendency of an ordinally measured variable is represented by its mode or its median; the latter gives more information. Ranking Ranking is the process of positioning items such as individuals, groups or businesses on an ordinal scale in relation to others. A list arranged in this way is said to be in rank order. A ranking can be obtained by evaluating each item in the collection in such a way that any two items can then be compared to see which should come higher in the ranking. In By reducing detailed measures to a sequence of ordinal numbers, rankings make it possible to evaluate complex information according to certain critera. Thus, for example, an Internet search engine may rank the pages it finds according to an evaluation of their relevance, making it possible for the user quickly to select the pages they are likely to want to see. We have used the ranking technique to evaluate the standings of the brand. Further we have assigned the rankings under the categories of Top of mind, unaided and aided. We have taken into account a number of nine different brands. Hence, the ranking is scaled from 1-9, with 9 being the lowest and 1 being the highest. The top of the mind category is assigned the highest value of 9 and subsequently the decending levels are assigned 8, 7, 6, 5, 4, 3, 2, 1 respectively. Here, also we have used the technique of evaluating the index. The index indicates the strength of the brand. Here, if the index is greater Research Analysis 1. Media habit analysis ❑ Based on the observation of the given data, one can see a strong readership of English dailies. The next in line is the Marathi dailies, which are a distant second, clearly indicating the strength of English dailies in the market. At the same time, one can also observe that the time spent in reading the papers is about 20-25 minutes. These 2 parameters indicate that even though they are popular among the youth they are not heavily involved in their reading habits. Assessing the time taken on an average, it is indicative of the fact that the sample browses through the paper and at the same time also keenly reads their sections of interest for which about 20 minutes are sufficient. ❑ Magazines on the other hand have a significantly low readership percentage among the sample. 42.5 percent of the sample is not interested in reading magazines where as the remaining read it, but with a tremendously low involvement where in a majority finish of reading the whole magazine in 1-2 hours and also never get back to it again. To reiterate its non-effectiveness among the sample, the most preferred genres of magazines are youth and lifestyle of which the lifestyle magazines work out to be quite expensive and disoriented towards the sample. However, the youth periodicals could be considered as a potential media to be tapped. ❑ Radio as a media has an extremely strong following in the sample set, where in 90% of them are tuned into it almost daily for 90 minutes and more. With the growing potential of the media as well as the increasing popularity of advertising in it, the radio surely becomes a huge potential to tap a large section of the audience and also help in generating awareness. However radio being a relatively low involvement media, it should be used for the cause of awareness rather than informative purposes. Radio Mirchi commands the lead along with Red FM and Radio city closely on its heels placed second and third respectively. All these stations are targeted towards the masses, which go hand in hand with the stratified sample set. ❑ Along with the involvement being low, the loyalty towards a particular station is also low, as it has been demonstrated in the data where in 46.66% of the sample ends up switching the stations during advertisements. The reason being, that all the preferred stations play very similar music, with similar shows and nothing substantial to differentiate. This proves to be a factor, which works against the use of radio as a part of the media plan. ❑ Television as a media is used extensively to generate awareness and also create word of mouth appeal. The most popular genre being Music and Comedy. Comedy and Music channels work best for the brand, as there is a strong synchronization of the brand category since Motoflip uses humor and can potentially use music (Radio feature). Motorola as a brand is known for its ‘style’ the same thought is present in channels like MTV who have style shows and awards. Motorola gets blended into the channel theme for its advertising communications. ❑ Internet as a medium is equally popular with the sample wherein 75.75% of the sample accesses the Internet daily for approximately 90 minutes. This represents its high potential as an influential medium. The other important aspect is that the Internet if used effectively can hold great credibility thereby leveraging the brand equity of Motoflip in an upward manner. Out of the people who access the net, 90% have a mail account and access it on a regular basis. Thus direct mails could be used to generate informative communication for the brand. Media Exposure Chart ❑ The following charts represent the leading media vehicles in the four primary media. Alongside is the graphical representation of the number of people viewing them and the amount of exposure time in minutes. The following graph illustrates the unit points for the same above mentioned media vehicles. The unit points are derived from the product of the number of people, the exposure time and the arbitrary values assigned to the media vehicles based on their relevance to the product and its promotion. The order of relevance is as follows: Print, TV, Radio and Internet. ❑ With reference to the above graphs, we can derive that the best medium to be used is TV followed by print media. ❑ Outdoor as a medium has high viewer ship but the recollection levels are low. Around 42% of the target market is receptive to the Out Of Home medium. 90% of the sample commutes by trains. The distance between the college and the railway station can be used as a very effective medium to advertise our brand and product. The proximity and high ER can be cashed in with the same. Central and Western suburbs are the preferred hangouts and hence the communication strategies could be directed at those places and to the consequent visiting audience. However even of most of the respondents claimed that they remember most of the hoardings they see, on cross- questioning the recall of the ads was very low and lucrative. Product usage ← The Target population has a high awareness for cell phones; 68.33 % of the sample set has been aware of cell phones for more than 5 years. At the same time, 73% of the respondents have bought the phone up to a year back. This shows that the change rate of phones is relatively frequent and indicative of a possible cycle of purchase. The possibilities of using a mobile phone are increasing due to ever-rising disposable income and availability of low-end phones. To add to all this, the mobile network service provide cheap calling rates. Based on secondary research, more than 18% of the Indian population uses cell phones. Motoflip being a reasonably affordable phone has the potential to cater to the untapped audience. 51% of the sample set purchase their cell phones from local dealers. Inferring, push strategies should be implemented by Motorola to ensure growth in sales. The push strategies will be further elaborated in detail in the inference and conclusion section. ▪ As mentioned above more than half of the target sample purchase phones from local dealers. Furthermore, 36.67% of the audience returns to the same dealer. This is a strong indication that local dealers have a loyal customer base. Local dealers therefore exercise more control and high influencing power during purchase. Research shows that there is high involvement during purchase of high-end phones, while on the contrary during purchase of basic cell phones the involvement levels are relatively low. The dealer’s word hence accounts for more. Motorola should rely on the trust that the people bestow on the dealers. ← Within the sample size 72.5% have Nokia as their first phone. Nokia was one of the first few entrants in the telecommunications category; hence, the credibility levels are high. Through well-directed marketing strategies and communication, Nokia has been able to sustain its position in the market. Through constant innovation in handsets (high end, low end), it has distinctively created different segments in the market. Motorola on the other hand is not the preferred choice when it comes to first phones. Motorola should come up with different communication strategies to make Motorola the first phone which are mentioned in the analysis section. There is growing concern for most cell phone companies, due to a large number of sales of phones from the grey market. This is indicative of the lack of foolproof security among all cell phone manufacturers. Thus, we must ensure that there is total protection and control over the process of distribution of the phones. The sales of Motorola phones in the grey market plays an important role in decreasing the market value of the brand and hence must be curbed immediately. [pic] [pic] ← Based on the graphs displayed above, we can infer that the fundamental need to stay in contact for cell phones is representative of the basic human needs. These needs occupy a top position in the minds of the sample set. The next most important need with respect to mobile phones would be features and brand usage, which demonstrates a parallel to the human need of social belonging. Features also figure in the section of social belonging because, in recent times features play an important role in the discussions within peer groups. Fewer people among this sample set opt for phones, which are stylish. This represents the fourth level of Maslow’s hierarchy, which is self-esteem. Thus, we can conclude that features are a strong point of identity for the brand within this sample set. ← Cell phones are a high involvement product; hence the parents do the purchase of the cell phones. 72.5% of the sample set get their cell phones get it from their parents. This shows that most of the decisions are been taken by the parents. As one of the parents is a CWE, the final call is being taken by them. Parents take a sensible call during purchase of cell phones. Motorola on the contrary in their communication show parents doubting. Hence, we infer that there is a need for a change in the communication. Since parents have a stronger say in decision making, the communication should cater to them too. ← Cell phones are changed frequently in today’s scenario.. According to findings, 56.67% of the sample set has used more than three phones till date. 31.6% of the sample set, i.e., nearly 1/3 of the sample set changes phones on a yearly basis. The above figures indicate that people need to change the phone on a frequent basis. However, interestingly, 90% of the people are satisfied with their current phone. As research shows that people change when they find something extra in some other product. 75% of the population changes their phones for better features. Motorola hence should take these factors into consideration and market and advertise accordingly for growth in sales and bank upon the ever changing trends. Motoflip has radio and GPRS facilities, which are not highlighted in the communication strategies. ← 42.5% of the sample set gets the information regarding cell phones from advertisements while 77.5 % get the information from friends. This shows that the impact advertisements have on the audience is considerable. Motorola has low frequency of ads and hence it hinders the awareness levels. Word of mouth too is not high since the retention levels are relatively low. Motorola hence should give its media plan and frequency a second look. ← 40% of the audience does not encounter problems with their phones. 90% of the sample set as mentioned above is satisfied with their phones. This highlights the fact that durability and sturdiness is very important for the consumer. Secondary research shows that the Flip of Motoflip is not sturdy and thus Motorola should consider this factor too. ← 47% of the sample set finds the customer care centres useful. This is another factor that Motorola should consider in their marketing strategies. Brand Awareness ← Motorola has been advertising regularly ever since 2003. They have had various ad campaigns running since then. However after tracing the history of their advertising and their communication strategy it was clearly evident that Motorola as a brand was in a lot of trouble and confusion. There were various factors, which led to this ever-growing confusion. Motorola kept evidently displaying its disoriented communication for a long duration of time. By the time it woke up, it was already too late. Nokia had monopolized the market. Following are the reasons why Motorola was not doing well. 1. The primary reason being, that they launched too many phones in a short time period, with the idea of reaching out to all the sections of the Indian market. However, this worked against them, as the launch of many cell phones led to the reduction of budgets per phone thereby leading to very low presence in the market with respect to the available sub brands. 2. The other important problem was identified in their communication strategy. Their communication was revolving around adjective based headlines for the phones, wherein the optical centre of the ad was the term Moto along with the descriptive element. For e.g. MotoMetal for C300, HeadsTurnMoto for V70 and MysticMoto for T720. These descriptive elements took away the focus from the core communication, which would be oriented towards the phone. It is a classical representation of the mistake often made in stories wherein, importance given to floral language, often leading to compromising on the content. Thus, the consumers often were disillusioned about the name of the product and the optical centre which was nothing else but a headline. However as the time has passed there has been significant changes made within the company and serious successful efforts have been made in clearing out the confusion with respect to the identity. 3. Absence of 360-degree communication was also affecting the brand. ← Motorazr has been the benchmark for the upswing of brand Motorola. It marked the beginning of a burst of great phones at great prices and also at reasonably well worked out communications. It demonstrated the importance of well worked ads along with a good use of apt communication strategy. Motorola apparently realized their mistake committed in earlier ad campaigns where the headlines ended up confusing the consumers. To correct this they used an umbrella brand approach were the sub-brands were named on their usage or look- like Motorazr for the razor sharp look of the model- so as to enable the consumers to have a good brand recall. This strategy worked remarkably well wherein Motorazr was easily accepted and as mentioned above became the reason for the upswing of the brand. The subsequent models released lived up to the same umbrella strategy and were very well accepted in the market. This is illustrated by a relatively better recall recorded for all the sub-brands as compared to pre-Motorazr. ← The innovative names given to the recent models have been accepted by the consumers. This is proven by a good index of 0.74 for the likeability towards the innovative names. But yet the sub-brand recall is comparatively inadequate. This helps us realize that the recall is affected by other factors than just the names of the models. One of the main factors could be the fact that the market was flooded with a large number of models released in a short period of time. ← The Abhishekh Bachchan ad for MotoSLVR has marked the start of successful localization of the ad communications wherein Indian models and situations are used. This approach was further used for other models too like Motoflip. After the recall indexes are compared it is evident that those handsets which have a localized ad communication, have a relatively good sub-brand recall. Thus, it won’t be wrong to argue that the localized ads have an impact on the recall. ← The term “Moto” has been better utilized now after MotoRazr where it has been incorporated in the name itself rather than just the headline of the ads. This has helped in the instant recall of the home brand Motorola. Yet it is also evident that Motorola can use “Moto” as a term in many other effective ways to carry it forward especially since 82.5% people in the sample size have recorded that they are reminded of Motorola when they hear “Hello Moto”. Thus it has a huge capacity and can be looked upon as a possible opportunity to build and maintain the brand. ← Motorola earlier advertised through print medium. But it didn’t prove that effective as it only promoted the confusion of the brand names. Since Motorola has handsets ranging through a large spectrum with respect to features and price range. It thus has to target varying sections of the market to reach its appropriate target audience. Yet if all the ads use same media channels it can lead to confusion between the sub-brands. Thus a stratified media plan is needed. ← Brand identity is conceived by the brand manager while brand image is the perception in the minds of the consumer. Motorola’s brand identity is ‘stylish phones at affordable prices’. The indexes reveal that Motorolas stylish and affordability attributes have high indexes of 0.78 and 0.77 respectively. Thus, it reveals that the identity and image are coherent and it has to be seen that no chaos is created through any of the communications, which could affect this identity-image balance. ← With the Motoflip ad the idea that the phone is inexpensive have been clearly put forth for the first time, which doesn’t really help the image. Owing to a good ad execution, people agree that it’s a good idea to mention that a stylish phone is inexpensive. However, the low popularity of the phone shows that no one would like to buy a cell phone that is termed directly inexpensive especially since Motorola has a more style based perception and image. ← The Motocube is a derivation by Nogah based on three parameters, which gives the holistic perspective of the brand. It basically, adds the third dimension of sub brand recalls which indicates the depth of the brand knowledge. The three dimensions that have been used are Brand Recall, Brand Perception and Sub Brand recall. The recall index shows the general expanse of the brand awareness, the perception factor brings in the stature of the brand, thereby lying on the vertical axis and finally the sub brands which help in understanding the depth. The existence of three dimensions helps us plot a combination of all the three parameters with respect to each other at one single instance. The XY axis inference leads us to the position of the top three brands with respect to one another. The XZ axis demonstrates the width as well as in depth knowledge of the sub brands thereby explaining the interest of the people in the brand as a whole. The YZ axis shows the image of the brand and it highlights its sub brand recall. The inference points on the XZ and YZ planes have been plotted on the basis of the parameters, namely the average sub brand recall, Motoflip brand recall and Motorazr brand recall. The average sub brand recall is indicative of the total potential of the sub brands of Motorola, the Motoflip recall exists because it is the product in consideration, the Motorazr recall benchmarks the greatest recall of a Motorola brand and hence creates a point of reference to the remaining two parameters. To take the MotoCube one step further, we have calculated the volume of the ideal cube and also calculated the volume of the real cube. The ends of all the axes are 1, as they are based on indexes. Based on the plotted parameters we can infer that Motoflip has a greater recall than the average recall, but is much lower than Motorazr. However we can overlook the yawning gap between them as the phone has been recently launched, where as Motorazr has been there for a considerable period. The height of the cube is 0.6 units, the breadth of the cube is 0.79 units, and the depth is 0.42 units. Each with a maximum index of 1. Based on these factors the volume calculations have been done, and have been compared in the following table. |PARAMETER |IDEAL CUBE |MOTOCUBE | |VOLUME |1 cubic units |0.2 cubic units. | ← This gives us quite a striking result, wherein even though the parameters individually are not that low, as a volume they end up being only 20% of the ideal cube. The factor that has a major contribution in pulling back the volume is the sub brand awareness, which on an average is extremely low. Product profiling ← Through the survey conducted, we realize that 75% of the respondents grade features as important whereas 45% respondents would prefer looks over features. In this case, Motoflip being positioned on basis of its stylish looks gets very low receptivity in its target audience. Hence, it becomes necessary to address this issue and work on the ad communications based on its core and augmented message. ← Motoflip has basic features and is also priced economically and hence it can be said that it is essentially a phone for the first time users or probably cell phone users who want to marginally upgrade their phone. But we realize through the numbers recorded that majority of the sample size have used more than three phone. Given this information, it is clear that Motoflip wouldn’t be the appropriate choice for this sample size unless it works on its positioning. ← From a secondary research data obtained from an online database its evident that flip phones are popular among a large segment of the audience. This trend revolves around the fact that flip phones have a certain class and look trendy. The research data shows that 48% of a preset sample size, which was used to analyze the cellular usage trends prefer flip phones. Considering this information it indicates a major plus point for the marketing efforts of Motoflip. ← The Sub-brand recall for Motoflip when recorded showed that Motoflip was the top-of-mind brand for around 11 people in the sample size which turns out to be around 9% of the total sample size. Considering it’s a new phone that’s been launched, this number isn’t all that bad even though it could have been better. Along with this the total index for Motoflip is 0.59 which is lower than the average of 0.66, isn’t a bad count. These numbers show that Motoflip has succeeded in achieving a mind-space in the target audience. This is a positive aspect that Motorola has to consider and use in its subsequent marketing decisions. ← Through the survey as mentioned above we come across good reasons why the majority of the sample size do not own Motoflip as mentioned above. Based on the above-mentioned reasons and observing the target audience and other cellular usage trends it is evident that the right way to successfully market Motoflip would be to probably look at a much younger crowd than what the phone targets right now. It has to look into other segments wherein audience as young as school pass outs have to be considered and appropriately communicated to. ← Since 31 people which is almost 25.8% of the target audience responded to Motoflip under aided awareness, it indicates that they are well aware of the sub-brand yet needed a certain impulse for the same. Considering this Motoflip has to realize that the right way to increase the awareness is through increasing the “Motoflip presence”. Advertising Effectiveness: ← Based on the survey the following creative index was derived. The parameters of the indexes were: |Parameters |Indexes | |Informative |0.68 | |Sensibility |0.68 | |Believability |0.65 | |Factual |0.62 | |Humorous |0.69 | Based on this chart we can infer that the ads creativity is more or less just on the line of acceptance with respect to all the parameters. They all are almost rated on a similar level. Total Recall Inference ← Based on the survey results we have calculated the total ad recall in the following manner. |Total Ad Recall = Ad Recall Index*0.2 + Ad Content Recall Index*0.3 + Ad Message Comprehension Index*0.5 | |Components |Indexes |Multiplying factor |Derived Index |Ad Recall index | |Ad Recall |0.96 |0.2 |0.19 |0.71 | |Ad Content Recall |0.58 |0.3 |0.17 | | |Ad Message Comprehension |0.71 |0.5 |0.35 | | Total Brand Recall Index |BRAND |TOM |UNAIDED |AIDED |INDEX | |Motorola |1-17 |2-38 |3-35 |4-18 | |Motoflip |1-11 |2-37 |3-10 |4-14 |5-9 |6-1 | |0.79 |0.6 |0.474 |0.71 |0.4 |0.284 |0.758 | |Motoflip Recall|Multiplying Factor |Product (B) |Total Ad |Multiplying Factor |Product (A) |Total Recall | |Index | | |Recall Index | | |Index (B+A) | |0.59 |0.6 |0.354 |0.71 |0.4 |0.284 |0.638 | This further reiterates the fact that Motoflip as a brand has a long way to go with respect to the recall of the brand. Thus, there should continuous communication efforts exercised by the company. The total recall index is sufficiently high, but with the ever growing competition the company must aim at higher indexes in order to achieve a certain growth and also sustain in the market. This is all the more true for Motoflip since it is relatively new in the market. Suggestions and conclusions Since majority of the target audience prefers buying the cell phones form local dealers, it is essential that Motorola banks on this aspect. For the same it is necessary to use all the possible ways to use the dealer nexus to increase sales using a variety of push strategies. Push strategies Display Allowance: Motorola should give certain monetary allowances or greater profit margins to the dealers for displaying Motoflip as a product on its local advertisements. Slotting Allowance: Motorola should pay certain monetary benefits to the trader who allots prominent floor and shelf space for Motoflip. Trade deals: Motorola needs to strike short term deals with the traders in order to achieve more popularity amongst the target audience. These deals would offer certain monetary discounts to the dealers. Buy-back allowance: Motorola must offer dealers to take back the unsold pieces from the traders beyond a certain period. This capacitates the dealers to hold on to the products and helps them conduct a sale without hesitation of involvement with the brand/product. Dealer premium: Motorola must offer certain gifts and incentives to those dealers who successfully manage to push the brand towards the consumers and facilitate an anticipated sale number. This is oriented primarily towards sales promotions on a mutual basis. For eg. On a sale of 100 phones the dealer would entitled to a free phone certain other benefits. Triad approach: Motorola could start a certain scheme where if a dealer successfully conducts a sale towards an individual customer for Motorola phone wherein he sells three or more phones in a period of 18 months then the customer is entitled to a discount where the dealer margins are not compromised on. This ensures that the customer-manufacturer relationship is enriched as they get a healthy discount while the dealer-manufacturer relation is enhanced creating a manufacturer-dealer loyalty. This loyalty can be further banked upon in the future where the dealer would automatically promote Motorola products which goes with the push strategies implemented by Motorola. ← If Motorola aims at eating into Nokia’s share with respect to first phones with Motoflip as its first bet then it has to ensure that a strategy is used wherein the consumers are appropriately targeted and convinced to buy the phone. For the same, Motorola must position itself on basis reliability keeping the core identity alive. ← The research shows that the first phone given to the respondents are bought by their parents. Keeping this in mind Motorola has to look at bridging the gap between the parents and a college going students. This can be effectively done by satisfying the needs of both the parents as well as the child. Here, though the primary target audience are the youngsters, the secondary audience are their parents, which cannot be overlooked. The ad communications have to be framed in order to interest and convince both. ← Since a relatively large number of the sample set shows inclination to buying the product from a grey market, it becomes essential for Motorola to tackle this problem in order to establish best possible sales results. Along with the several push strategies that have been suggested above, there would be a strong relationship between Motorola and the dealer ensuring a reduction in the grey market sales. Other techniques have to be implemented to ensure further decrease in the grey market sales. These can include electronic registrations and incentive for registered users like certain free online downloads. VAT as a rule has further encouraged the reduction of grey market sales. ← Based on the parallel drawn by the two pyramids, i.e. Cell Phone Need Hierarchy and Maslows Hierarchy of Needs one can infer that the most common reason why cell phones are bought is for staying in contact. However in an extremely cluttered market, this factor cannot work as a point of differentiation and it also offers no direct benefit to the customer. It is also observed that most of the new phone purchase decisions made by the respondents were made keeping the features in mind. Definition for the first phones have changed and more feature benefits need to be provided. This is clearly demonstrated in the pyramid above. Style as a positioning somewhere belongs to the Self Esteem stage. The age group of the sample set is primarily young, wherein they lack the achievements to reach a self esteem stage. Thus, Motoflip’s positioning as a stylish phone alone becomes void with reference to the target audience. A direct positioning, coming out through advertising communication must revolve around the features of the phone along with the style being incorporated subsequently. The affordability of the phone could be highlighted more actively in the sales promotion strategies. Summing it up, the core message would speak about the features, the augmented would speak about the style element and the peripheral message would be the affordability factor. ← Based on the secondary research, it is evident that the flip of the phone is not sturdy and the customers are facing a lot of problems. The primary problems faced are the squeaky sounds caused by the flap and the loosening of the flaps screw. The R&D team must look into the matter and rectify it for the newly produced phones. They must also create sturdier models. The marketing team can use this as a great opportunity to build customer relations by calling back all the pieces facing problems within a year and replacing the flap within duration of 7 days. ← Based on the fact that 47% of the respondents have belief in the customer care centers, it would be important to start localized Motocare centers. Such naming would also help in taking the Moto concept a step further. These centers will be prove to be a big boon as they will positively help the processes involved. Based on the survey, 34.17% of the people get it repaired locally, by people who are not qualified enough to repair them. These also help in reducing the hassle of going to local dealers, who delay the return indefinitely. On the other hand it also strengthens the customer relationship significantly. ← Motorola is already suffering in the sub-brand recall owing to the cluttered releases of various handsets in a short time. The flooding of market has resulted in a cannibalistic result where one sub-brand ends up encroaching upon the share of the other Motorola handsets. It is thus essential to release new phones over a longer period of time. ← For those phones that have already been released in the market, the problem has to be overcome by differentiating those handset models that aren’t as well received by the target audience owing to the confusion. For differentiating, it is necessary to make the differences in several sub-brands known yet not ending up confusing the audience. It can be achieved by stratified media planning where the brands that would cater to a particular target audience are advertised so that other groups are not exposed to them. This would also work towards reducing wastage by selecting niche and well targeted media channels. ← The fact that Motorazr worked in the market was owing to several factors. Motorazr though didn’t work as soon as it was launched. It had to undergo a certain changes so as to better the product and suit the target audience needs. Hence Motorazr V3i was launched which had a series of improved features. This handset became popular among its target group thus making a success out of Motorazr. Similarly Motoflip can learn through this example and consider shelfing the W220 model in order to upsell the W375 model. Since the market today has become competitive and more handsets are available at cheaper prices, it becomes necessary for any company to ensure that it provides value for money. In this case at the allocated prices the W220 model would soon get absolete and thus would also affect the sales of W375. Thus what Motorola could consider is probably reducing the price of W375 from Rs.5490 to around Rs.4500. This even though would cannibalize W220 shares, it can give enough credibility to the W375 model and hence promote Motoflip as a sub-brand riding on this new credibility. ← Motorola has used innovative and attractive names for its handsets where it has been recorded in the survey conducted that the target audience appreciate it and respond positively to it. But with the innovative names the recall hasn’t improved as seen earlier. To tackle this problem it is essential for Motorola to manage a better product name display in their ad communications along with the mother brand name-Motorola and its logo. ← Localization has probably affected the increase in recall of the sub-brand even marginally. Considering this and the fact that Motoflip has to be targeted to a mass group of people from the age group of 16-23 it is a good idea to have better ad concepts that run around an Indian or localized scenario. ← The agency has to come up with better ways to use ‘Moto’ in several of their PR or ad communications. Moto ahs a huge capacity as mentioned earlier and can manage to take the brand place if it is really worked upon and appropriately implemented in creative and effective ways. Another simple idea is to subtly put forth the brand names Moto-rola and Moto-flip with creativity. ← If Motorola aims at eating into Nokia’s share with respect to first phones with Motoflip as its first bet then it has to ensure that a strategy is used wherein the consumers are appropriately targeted and convinced to buy the phone. For the same, Motorola must position itself on basis reliability keeping the core identity alive. ← The research shows that the first phone given to the respondents are bought by their parents. Keeping this in mind Motorola has to look at bridging the gap between the parents and a college going students. This can be effectively done by satisfying the needs of both the parents as well as the child. Here, though the primary target audience are the youngsters, the secondary audience are their parents, which cannot be overlooked. The ad communications have to be framed in order to interest and convince both. ← Since a relatively large number of the sample set shows inclination to buying the product from a grey market, it becomes essential for Motorola to tackle this problem in order to establish best possible sales results. Along with the several push strategies that have been suggested above, there would be a strong relationship between Motorola and the dealer ensuring a reduction in the grey market sales. Other techniques have to be implemented to ensure further decrease in the grey market sales. These can include electronic registrations and incentive for registered users like certain free online downloads. VAT as a rule has further encouraged the reduction of grey market sales. ← Based on the parallel drawn by the two pyramids, i.e. Cell Phone Need Hierarchy and Maslows Hierarchy of Needs one can infer that the most common reason why cell phones are bought is for staying in contact. However in an extremely cluttered market, this factor cannot work as a point of differentiation and it also offers no direct benefit to the customer. It is also observed that most of the new phone purchase decisions made by the respondents were made keeping the features in mind. Definition for the first phones have changed and more feature benefits need to be provided. This is clearly demonstrated in the pyramid above. Style as a positioning somewhere belongs to the Self Esteem stage. The age group of the sample set is primarily young, wherein they lack the achievements to reach a self esteem stage. Thus, Motoflip’s positioning as a stylish phone alone becomes void with reference to the target audience. A direct positioning, coming out through advertising communication must revolve around the features of the phone along with the style being incorporated subsequently. The affordability of the phone could be highlighted more actively in the sales promotion strategies. Summing it up, the core message would speak about the features, the augmented would speak about the style element and the peripheral message would be the affordability factor. ← Based on the secondary research, it is evident that the flip of the phone is not sturdy and the customers are facing a lot of problems. The primary problems faced are the squeaky sounds caused by the flap and the loosening of the flaps screw. The R&D team must look into the matter and rectify it for the newly produced phones. They must also create sturdier models. The marketing team can use this as a great opportunity to build customer relations by calling back all the pieces facing problems within a year and replacing the flap within duration of 7 days. ← Based on the fact that 47% of the respondents have belief in the customer care centers, it would be important to start localized MotoCare centers. Such naming would also help in taking the Moto concept a step further. These centers will be prove to be a big boon as they will positively help the processes involved. Based on the survey, 34.17% of the people get it repaired locally, by people who are not qualified enough to repair them. These also help in reducing the hassle of going to local dealers, who delay the return indefinitely. On the other hand it also strengthens the customer relationship significantly. ← Motorola is already suffering in the sub-brand recall owing to the cluttered releases of various handsets in a short time. The flooding of market has resulted in a cannibalistic result where one sub-brand ends up encroaching upon the share of the other Motorola handsets. It is thus essential to release new phones over a longer period of time. ← For those phones that have already been released in the market, the problem has to be overcome by differentiating those handset models that aren’t as well received by the target audience owing to the confusion. For differentiating, it is necessary to make the differences in several sub-brands known yet not ending up confusing the audience. It can be achieved by stratified media planning where the brands that would cater to a particular target audience are advertised so that other groups are not exposed to them. This would also work towards reducing wastage by selecting niche and well targeted media channels. ← The fact that Motorazr worked in the market was owing to several factors. Motorazr though didn’t work as soon as it was launched. It had to undergo a certain changes so as to better the product and suit the target audience needs. Hence Motorazr V3i was launched which had a series of improved features. This handset became popular among its target group thus making a success out of Motorazr. Similarly Motoflip can learn through this example and consider shelfing the W220 model in order to upsell the W375 model. Since the market today has become competitive and more handsets are available at cheaper prices, it becomes necessary for any company to ensure that it provides value for money. In this case at the allocated prices the W220 model would soon get absolete and thus would also affect the sales of W375. Thus what Motorola could consider is probably reducing the price of W375 from Rs.5490 to around Rs.4500. This even though would cannibalize W220 shares, it can give enough credibility to the W375 model and hence promote Motoflip as a sub-brand riding on this new credibility. ← Motorola has used innovative and attractive names for its handsets where it ahs been recorded in the survey conducted that the target audience appreciate it and respond positively to it. But with the innovative names the recall hasn’t improved as seen earlier. To tackle this problem it is essential for Motorola to manage a better product name display in their ad communications along with the mother brand name-Motorola and its logo. ← Localization has probably affected the increase in recall of the sub-brand even marginally. Considering this and the fact that Motoflip has to be targeted to a mass group of people from the age group of 16-23 it is a good idea to have better ad concepts that run around an Indian or localized scenario. ← The agency has to come up with better ways to use ‘Moto’ in several of their PR or ad communications. Moto ahs a huge capacity as mentioned earlier and can manage to take the brand place if it is really worked upon and appropriately implemented in creative and effective ways. Another simple idea is to subtly put forth the brand names Moto-rola and Moto-flip with creativity. ← Motoflip banks upon the style statement and the affordability factors. Through the survey conducted, we have inferred that the importance of features is way above that to of looks. Taking into consideration the market demand Motoflip should focus more on its features rather than its looks. The phone is loaded with games, radio, and GPRS connectivity. Considering it is a basic phone in its category, small but important features become of more importance to the consumer rather than the fancy looks. Motoflip has SMS storage capacity of 250 messages and stores more than 600 numbers. The phone itself has good features, the affordability factor sounds more suitable, and apt if followed with the features rather than the looks. Taking the same thought forward, the features will come in the core message, while the price becomes the augmented message. Style is the underlying theme of Motorola the brand, hence style automatically follows with Motorola, hence, its come in the peripheral message. ← Motoflip could be used as a base to create a strong identity of the Flip umbrella. Motorola used Abhishek Bachchan to create an identity for MotoSLVR. The phone enjoyed a relatively good response in sales for a considerable time. Motorazr V3i on the other hand was not enjoying great sales. Motorola thereby slashed the price of Motorazr V3i thereby bridging the gap between SLVR and V3i. Smartly, Motorola cut down on production of MotoSLVR and through the dealers, itself promoted MotorazrV3i as it gave upgraded features as a better resolution camera and a better mp3 player. This resulted into growth in sales of MotorazrV3i. Similar strategy can be used with Motoflip in mind. Motoflip under its umbrella has two models, W220 and W375. As mentioned above cell phones were changed every 6 months for better features; so the second model under this umbrella, W375 can be promoted as in where the need arises and at the same time making the W220 basic model obsolete. ← Considering the popularity of the mobile phones, features are the preferred option for the sample set. The Flip, an integral and trendy part of the mobile phones can be used as a marketing technique. ← Based on an assessment of the importance of parameters within the target audience, we derived a following creative suggestion for the ad execution. The creative index of the parameters are not that low, but are not high either, in fact they individually hover around the point of acceptance, which is 0.66. The suggestion goes as follows: ← The ad would primarily be divided on the core, augmented and peripheral parameters. The elements within these parameters remain the same but the weight age has been transformed from one to the other. The core message would be based on promoting the features of the phone, the augmented message would be the style factor and finally the price element also comes in as a peripheral message. The possible creative suggestion could look at the relationship between a father and his school passed out son, who has just entered college. The phone would be shown as one that a father would be proud to gift his son and the son would be proud to use it among his peers. Finally, at the end the price of the phone would be mentioned. This strategy fits ideally into the suggested parameters above and hence would help in leveraging the brand. ← Considering the relevance of the ad message to the creative concept, we can value the parameters within themselves as follows: |Parameters |Original Index |New Index | |Informative |0.68 |0.78 | |Factual |0.62 |0.72 | |Believable |0.65 |0.72 | |Humorous |0.69 |0.45 | |Sensible |0.68 |0.68 | ← The following assumptions have been derived from the change in the message weight age. This indicates the growing importance given to the features of the phone which figure in the informative section of the creative index. The ad on the other hand has to be factual and believable as well. However the absence of humor would let the creative index down, but as a parameter it is non important to the brand then. The ad need not be sensible as they are a form of creative expression. Bibliography Websites: www.wikipedia.com www.google.com www.knowthis.com www.dictionary.com www.howstuffworks.com www.motorola.com www.gsmarena.com www.agencyfaqs.com www.mouthshut.com Books: Tull and Hawkins- “Marketing Research” Acknowledgement We, at Nogah Branding Thought would like to thank Prof. Victor Manickam for generating a keen interest amongst us in the subject of Advertising and Market Research. Our keen involvement led us very close to the subject, then move away from it, in order to see it objectively from a third persons perspective and finally generate a perspective on the subject backed up by a rationale. Sincere thanks to the Library Department, SIES College of Arts, Science and Commerce, Sion (W), Mumbai for helping out with the necessary books. Lastly, I would like to thank Mr. Steven Lobo, BMM Co-ordinator, SIES College Of Arts, Science And Commerce, Sion (W), Mumbai, without whose guidance the paper and the research would not have been possible. Table Of Contents |Sr.no |Heading |Page no | |1 |Introduction and executive summary |1 | |2 |Brand History |2 | |3 |Market Share |7 | |4 |Research Methodology |8 | |5 |Measurement Techniques |15 | |6 |Research Analysis |18 | | |Media habit analysis | | | |Product usage | | | |Brand awareness | | | |Product profiling | | | |Advertising effectiveness | | | |Total recall inference | | |7 |Suggestions and conclusions |39 | |8 |Bibliography |49 | |9 |Observations and charts | | ----------------------- [pic] 0% 20% 40% 60% 80% 100% 1 Self Actualisation Self Esteem Social Belonging Safety Needs Basic Needs [pic]