Chapter 4 - The Marketing Environment

Target Market

   In the early days, Motorola was mainly focused on selling its products to businessman worldwide. DynaTAC and StarTAC were used as productivity tools by the consumers, and Motorola successfully innovated those products to fulfill their customers needs. Prices were hefty, but their customers were willing to pay a premium, because of the added features. Hence, their target market was business personnel.


     However, they had a major setback after Apple's iPhone launch, and consequently lost the upper hand in the industry. Since then, they have tried to penetrate the market with various products ranging from low end to high end mobile phone market. Company's recent innovations seems promising, and it caters to both expensive, and low budget smartphone consumers. They have also added customization features that appeals to the young crowd.

Social Factors - Use of Social Media

   Motorola has been using social media tools, such as Facebook, Twitter, Instagram and Google + to communicate with its customers on a regular basis. Currently, Motorola customers have the option to get tech support and latest news from these social media outlets. They frequently use twitter as a place to publish their latest product promotions and discounts to customers.

 

 Product Promotions Through Twitter

    Recently, Motorola sponsored a promotion called "#MotoKandi Instagram Promotion."During the Sweepstakes Period, customers had to post a photo of either themselves at the "Escape from Wonderland Festival" or a picture of a bracelet from the Motorola Kandi Shop to their Instagram accounts including the hashtag #MotoKandi and mentioning @Motorola. At the end of the sweepstake, 7 contestants won cash codes for $50 where they could order tickets for concerts from a website called "Live Nation". This promotion was targeted at the young U.S demographic to draw their attention to Motorola's products. Moreover, it demonstrates Motorola's tactics of using social media as an advertising outlet.

An entree for #MotoKandi sweepstake

Sources : Facebook.com/Motorola