1. MARCOM PROJECT
MOTOROLA

2. GROUP MEMBERS
• Subodh Ingle
• Yanick Mollema
• Abdelhadi TAHRI JOUTEI IDRISSI HASSANI
• Denis Johnson
• Martin RUIZ RUIZ

3. SUMMARY
• Communication Brief
• The Concept
• The Strategy
• The Plan

4. BRIEFING SHEET
The Market Position
- Low Price Smartphone.
- Good performance in emerging markets.
- Challenger of big leaders like Nokia.
- Conquer Eastern European countries.
- Google sold the brand to Lenovo.

5. STRATEGIC GOALS
-Become the main challenger of Apple and
Samsung worldwide in 2020.
-Develop its positioning in Smartphone
industry.
-Invest in research and development
(Software's, Patents and Services).
MARKETING ISSUES
- Many powerful phones manufacturers are
influent in this sector.
- The battery is still an issue for most users who
complain about its length.
- People use to change their mobile every 2 or 3
years.
- Middle Class can’t afford expensive model like
IPhone or Samsung Galaxy.

6. Representation of Motorola
• Old fashioned mobile.
• First mobile for young adults.
• « Hello Moto » slogan.
• Challenger of Nokia.
• New strategy of Lenovo (Conquer both
developed and emerging markets).

7. Principal sales channels
• Since Motorola have a wide consumer base; worldwide, and a large portfolio.
The company will apply for many agents to represent and sale their mobile phone. The
basic channel is :
Producer Wholesalers Retailers Consumers

8. Pricing
• Competitive price
• To gain market share (competitors)
• To be affordable for middle class

9. ARA PROJECT

10. Ara Project
• Mobile phone which is totaly customizable by the customer.
• Camera’s, memory, features, everything is changable.
• Idea to let people (co)develop phone parts => Community

11. The concept
• Enter the market with improved features in the smartphones industry (Ara mobile).
• Customers choose what they want and what they need for theirs mobiles (first 100%
customizable mobile ).
• The brand hopes that these new mobiles will match with customers needs (improved
batteries, cheap cost, simple and modern design).
• Tighter control of the value chain (investments, expenses, stakeholders).
• Open Source project (build a community behind the Ara project who will support the
concept and become more loyal to Motorola.

12. Strategy
Marketing Strategy: Conquer the French market through promotion and
advertisement. We intend to organize street marketing tools in order to meet
customers and let them try our product.
Selling Strategy: Thanks to a strong partnership with our selected retailers, we plan to
sell at least 2,000,000 mobiles in France and Germany for the first year.

13. Strategy
DESCRIPTION
• Build a strong community.
• Customers become engineers.
• New projects and design are available.
• Diffusion of knowledge and partnership
between Motorola and buyers.

14. Strategy
Target Market: Teenagers and young adults.
- With this phone they can ‘Develop themselves’; young adults are discovering who they
are and what they want to be and with this customable phone they can build a phone that
suits their personality
Pricing Strategy: According to the competitors (Less than other product).
Customers Requirement: Company will develop the product as per customer
requirement and provide additional features depending on the success.
Market Feedback: Company will decide to go further or not.

15. The plan - Goals
• The main goals of the media plan are to build a strong community around
the new ARA phone. The objective can be split up in two main focusses
which are the strong community and the idea that the Phone (with the
interchangable parts) aids the customer in it’s process of developing himself
and defining who they are.

16. The plan
Over what period will it be promoted?
We decided as a group to launch the promotion between August, September
for various reasons. August : the end of summer, tourist are more willing to
buy, and discovering it. Younger, students might be interested to customize
their own mobile phones as well, Foreigners; citing tourists is a huge market
that will enable us to sell, promote our features. In addition, local customers are
attracted especially in September; as Christmas is in the following months. This
occasion brings people to know, get familiar, and might be saving money to buy
to their relatives in the Christmas occasion.

17. What media plan will be used?
• The media plan to introduce our products and its features is holding a
conference to the audience. Build relationships with prospective customers,
decrease the cost of different campaigns, reach a large segment of people,
and great/positive contribution for brand value, and awareness.

18. Why this media plan ?
o Build relationships with prospective customers,
o Decrease the cost of different campaign's,
o Reach a large segment of people
o Present and demonstrate details of our product and service ( price, design)
o Facilitating the customization process.

19. How will we proceed?
• The conference date will be announced two weeks before in different social
media networks. ( Facebook, LinkedIn for professionals) to invite our
customers mentioning, the date, the beginning of conference, and the
location.

20. Measuring our results
• In order to measure the efficiency and proven results of our Marcom
strategy, we have selected objective indicators
• Web metrics: traffic (page and video views, bounce rate, time spent, visitor
demographics, sharing and retweets rate, number of likes, downloaded
items).
• Market metrics: conversion rate, lead volume generated, market share and
market awareness improvement.
• Financial metrics: revenue, cost, Return On Investment (ROI), Return on
Marketing Investment (ROMI)

21. Investments in USD
2015 2016 2017 2018 2019 2020
Conferences 100,000 155,000 200,000 210,000 220,000 225,000
TV ad 4,000,000 4,500,000 6,000,000 6,500,000 6,750,000 7,500,000
Newspaper
ad
558,000 568,800 575,500 576,000 580,500 585,000
Radio 1,400,000 1,450,000 1,500,000 1,650,000 1,700,000 1,750,000
Social media 50,000 55,000 70,000 75,000 77,000 80,000

22. Return on Investments
2015 2016 2017 2018 2019 2020
Total
expenses
6,108,000 6,728,800 8,345,000 9,011,000 11,307,500 10,140,000
Turnover 50,000,000 60,000,000 75,000,000 80,000,000 85,000,000 90,000,000
Net Income 43,892,000 53,271,200 66,655,000 70,989,000 73,692,500 79,860,000
ROI 6,18 6,91 6,98 6,87 5,51 6,87