The Marketing mix of Motorola analyses the 4Ps of Motorola, which includes the Product, Price, Place, and Promotion of Motorola. Motorola Inc. is associated with the telecommunication industry and deals with several related products. It was a public company of American origins. Motorola was founded in 1928 by brothers Joseph E and Paul V Galvin. In 2011, on January 4, it was divided into two public companies of a dependent nature. Motorola Solutions is considered its direct successor, and Motorola Mobility in the year 2012 was acquired by Google again in 2014 from Google Lenovo. Some of its competitors were as follows-
About Motorola
- Type: Multinational telecommunications and technology company
- Industry: Telecommunications, information technology, and consumer electronics
- Founded: September 25, 1928, in Chicago, Illinois, United States
- Founders: Paul Galvin and Joseph Galvin
- Headquarters: Schaumburg, Illinois, United States
- Area served: Over 160 countries
- Current CEO: Sergio Buajas
- Number of employees: Approximately 75,000 worldwide
- Major products: Telecommunications equipment, smartphones, and tablets
Table of Contents
Motorola Product Strategy
Motorola was a multinational organization associated with designing, manufacturing, personal selling, and marketing products related to electronics and telecommunications. Its diversified product portfolio includes-
Computers
- StarMax- StarMax 5500, StarMax 3000
- Handheld- HC700
- Laptops- Mnope2, ML950, MW800
Semiconductors
Home and Consumer products
- Cordless phones- C series, E series
- Home Monitoring and Automation- Homesight
- Cameras- HMVC3050, HMVC3075
- Television receivers and vintage radio
- iRadio music subscription-service
Wireless Communications
- Mobile network carrier infrastructure- RXCDR, MSS, Dimetra, ASTRO 25
- Data Networks- Canopy, Orthogon Systems, MotoMESH, HotZone Duo
- Mobile telephones- A series, C series, Classic, Condor series, M series
- Pagers- Numeric, Fire pagers
- Two-Way radio- Mobile radio, Portable radio
- Infrastructure
- Base Solutions- Data Base Solutions, Transportable Base Solutions
- Accessories- Wired, Bluetooth
Wireline Communications
- Cable TV and broadband- Cable modems, TV receivers, Voice over IP
Telemetry Radios
- RNET telemetry radio, Motorola APCOR
The product mix of Motorola in 2023 is as follows (Source)
- Smartphones: Motorola is renowned for its smartphones, particularly the Moto G and Moto Z series. These phones are known for their affordability, innovative features like Moto Mods, and a near-stock Android experience.
- Feature Phones: Besides smartphones, Motorola also produces feature phones catering to a market segment that prefers simplicity and durability over advanced features.
- Two-Way Radios: Motorola has a long history in two-way radio communications, offering a variety of models for both personal and professional use, including models designed for public safety and business applications.
- Modems and Networking Solutions: The company manufactures modems, routers, and other networking devices catering to individual and corporate clients.
- Smart Home Products: Motorola has ventured into the smart home market with products like baby monitors, home cameras, and other connected devices.
- Accessories: This includes a range of accessories compatible with their devices, such as cases, headphones, chargers, and more.
- Software Solutions: Motorola provides various software solutions, particularly for business and public safety, including software for radio network management and data security.
Motorola Place Strategy
Motorola was an American company with a product presence spread over several countries in global markets like China, Brazil, India, Mexico, and the United Kingdom. It had its headquarters base at Schaumburg in Illinois. Motorola had a solid and widespread distribution network that included third-party retailers who sold products in several outlets like online stores, hypermarkets, mobile shops, supermarkets, malls, and discount stores.
The company has channel partners to offer customers communication solutions and mobility products. It also has tie-ups with software and distribution partners to deliver goods and services to its customers. Motorola has set up an extensive online channel to market its products. These can be purchased via its website and third-party retailers on online portals like Walmart, Costco, and Amazon.
The place strategy of Motorola is as follows:
- Global Presence: Motorola maintains a significant global footprint, distributing products across various continents, including North America, Europe, Asia, and Latin America, ensuring wide accessibility and market penetration.
- Retail Partnerships: The company has established strong partnerships with numerous retailers, both online and brick-and-mortar, such as Amazon, Best Buy, and Walmart, to make their products readily available to a broad consumer base.
- Carrier Relationships: Motorola collaborates closely with telecom carriers, offering carrier-specific models and deals, which helps reach customers who prefer purchasing through their mobile service providers.
- Direct Online Sales: Motorola also employs a direct-to-consumer sales strategy through its website, providing consumers with an option to purchase products directly from the company, often with exclusive online deals and customization options.
- Service Centers and After-Sales Support: Motorola strongly emphasizes after-sales service, with a global network of service centers and support channels, which helps build customer trust and brand loyalty.
Motorola Pricing Strategy
Motorola has targeted the younger generation and professionals as its target market of customers. Its distinctive looks and superior quality have helped the company reach out to its clients in the consumer market. Motorola uses economies of scale to increase its unit production and decrease prices. It has adopted a Skimming pricing policy because it has a competitive advantage in innovative products.
After some time, when it has garnered sufficient revenues and similar products start arriving in the market, the brand begins decreasing its prices as part of promotional activities by offering incentives in the form of discounts and special offers. Motorola has also adopted a penetration policy in market research to make further inroads and gain maximum market share for its products.
Motorola’s pricing strategy showcases a blend of market competitiveness and value-driven approaches, reflecting its understanding of diverse consumer segments and market dynamics. Here is Motorola’s marketing strategy as an overview:
- Competitive Pricing: Motorola positions many products at competitive prices, especially in the smartphone segment. This approach targets cost-conscious consumers, offering high-quality products with advanced features at prices often lower than those of major competitors.
- Value-based Pricing: Motorola adopts a value-based pricing strategy for their higher-end models. This means pricing is set based on the perceived value to the consumer, balancing premium features with cost. This approach appeals to tech-savvy users looking for high-performance devices without the premium price tag of flagship models from other brands.
- Segmented Pricing Strategy: Motorola employs a segmented pricing strategy to cater to different market segments. From budget-friendly phones like the Moto E series to mid-range offerings like the Moto G series and more premium models like the Moto Z series, Motorola covers a broad spectrum of price points.
- Promotional and Seasonal Pricing: The company frequently uses promotional pricing, including discounts, bundle offers, and limited-time deals, especially during festive seasons or special events. This strategy boosts short-term sales and helps attract new customers and retain existing ones.
- Carrier Collaboration Pricing: Motorola offers various subsidized pricing models by partnering with network carriers. Consumers can purchase Motorola phones at reduced prices or installment plans when signing up for carrier service contracts. This makes Motorola’s products more accessible to a wider range of customers.
Motorola Promotion Strategy
Motorola is an internationally recognized brand and has adopted several promotional policies to gain maximum brand recognition and exposure. Its catchy ads were launched via digital and print mediums in televisions, newspapers, magazines, and billboards. It has also taken the help of social media platforms like Facebook, Twitter, Instagram, and YouTube, along with its website and other shopping portals, to create unparalleled brand visibility.
To boost sales, it entered into a sponsorship deal with Motherwell F. C. for 11 years, Livingstone F.C. from 1998 to 2002, Richmond Football Club from 2004-2007, and Club Bolivar in 2008. It has received several accolades in recognition of the success of its products and services, like being the company with the most innovative enterprise mobility solution in 2010. It has sponsored several celebrities like Fergie and Danica Patrick. Motorola had appointed England football star David Beckham as its global ambassador, and in 2006, Indian actor Abhishek Bachchan was also roped in as its ambassador.
Motorola’s promotion and marketing strategy also focuses on three key aspects:
- Digital Marketing and Social Media Engagement: Utilizing online platforms, Motorola actively promotes its products through social media channels, online advertising, and influencer collaborations, ensuring a robust digital presence to engage with tech-savvy consumers.
- Strategic Partnerships and Sponsorships: Motorola forms partnerships and sponsorships, including collaborations with mobile carriers, sports events, and celebrities, to increase brand visibility and appeal to a diverse audience.
- Product Launches and Events: Regular product launches and participation in major tech events allow Motorola to showcase its latest innovations, maintaining consumer excitement and media attention around the brand.
Some Recent Video ads and Print ads of Motorola are:
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