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kingfishblacksmithMobile - Wireless

Dec 14, 2013 (3 years and 7 months ago)

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Running head: MARKETING MIX









1

Content

Points
Possibl
e

75

Points
Earned

62

Comments


All required elements
for this week’s
deliverable are
present, fully
developed and
persuasive.



Team


I saw
improvements in this
key section of the
plan. I saw that you
incorporated learned
theory into practice
as you crafted your
MM decisions.
Unfortunately, I
missed seeing your
pricing strategy, a
key oversight.

I thought you might
have levera
ged your
target market
definitions a bit more
,
also. Y
ou chose to
market the green
phone to parents and
children, but I didn’t
see that you
customized
promotional efforts
for these markets.
Couldn’t throw the
“Beeb” a phone and
ha
ve him use it at a
concer
t for the
launch?!



Parental security was
a concern so this
would be an
important value

for
them


how was this
integrated in the
Product or Comm
sections? Finally,
since it is a green
phone and we
understand
transparency is an
issue, could you
hav
e included the
carbon footprint from

















-
3



























-
10









Marketing Mix Strategy
Development



Week Four

Section
5. Marketing mix
tactics for primary and
secondary market (if
applicable).

Analyze and
develop tactics for:

a.

Product/service
development (resources
needed, etc.).
Consider
The Natural Step
Framework
?? How does
this factor in?

-
Chap 9 as
you develop:
I would
have liked to have seen

your SM LCA chart with a
short summary detailing
the footprint advantage.


1)

Detailed product
description
-

good,
service, idea, etc.

2)

Features
-

how will it be
different from the
competition?

3)

Identification
-

brand
name, label, and
packaging
Nice work
creat
ing a brand image
for your phone. Good
description of its key
features.

4)

Production method or
delivery of service

b.

Price Strategy

Name what
it is (see text)

and Price
List
I

see the phone is $250
on your sales forecast, but
there is no discussion
around pricing strategy, a
key tactical MM
component. Be sure to
include this discussion on
your final plan (team
audit).

MARKETING MIX

2

SM LCA as
evidence?

Nice work on the
marketing budget!
Use this as your
template to adjust the
final

financials to
match

in your next
section
.
(Note
duplicates in
Syllabus section 8
and just complete
whatever is not ye
t
done).

As you chose
Motorola, they would
bring a good
-
sized
budget to the table
so it makes logical
sense to have to
justify high sales at
product introduction.
Remember that early
adopters tend to be
techies, so you
should expect a good
bump in sales e
arly
on to make
breakeven, but only if
you front load some
promotion (think
about how iPhones
are launched).


You have quite a bit
of work ahead this
week, Team, so
please get together
early, evenly divide
up the editing so no
one is overly
stressed, and edit,
edit, edit. Audit the
plan to make sure
every element is
present so as not to
lose points.
Write
with co
rrect tone and
keep word count low.

Make sure your
“Grammar & Style”
checker is turned on
in Word to help catch
errors (see my earlier
posts or Google to
find out how).
I’m
sure you are looking



































c.

Place/Distribution

Good
consideration given to
these compo
nents. See
my comment on push/pull.
You can edit this section
down to be more succinct
as it has some good info;
just too much of it.

1)

Channels of distribution
-

manufacturer,
wholesaler, retailer

2)

Direct vs. indirect sales

3)

Product location
availability; s
tore vs.
online/both

4)

Logistics
-

Physical
distribution/location of
facilities/modes of
transportation

d.

Promotion


see
comments
Communication
plan and promotion tactics

1)

Identify the
promotional and/or
selling strategy that
should be used in the
development o
f the
strategic marketing
plan.

2)

Develop an initial sales
promotion schedule
(sale prices, discounts,
coupons, contests,
sweepstakes,
tradeshows, etc.). A
Gantt chart works well
here.

3)

Create an advertising
plan (direct mail,
internet, telemarketing,
TV, ra
dio, etc).

4)

Identify public relations
and media
opportunities for the
product/service.
Might
have liked to have seen
an idea for a great
launch strategy


promotion, use of
luminary to catch youth
MARKETING MIX

3

forward to the
completion of this
project


you are
almos
t there!

attention, etc.

e.

Personnel plan (specific
only to marketin
g and sales
resources)

f.

Estimated sales forecast by
quarter for 3 years

Some
good work; see my notes
on tying the whole thing all
together. Revise and edit
to be more cohesive. You
have a lot of budget to play
with, especially for your
initial sales and
promotion
,

which seems disconnected
from what you are
spending. They should
match (e.g. $2.2 million
budget for
only
350 phone
sales in first month…?).
See what their other
launch sales have been and
adjust based on your
smaller green target
market size
(e.g. a % of
LOHAS market). Make your
best data/market
-
supported, educated guess
(which is what a forecast
is…). You can then figure
out your gross margin.
(Calcs are online and also
see mplans.com or other
sample plans for what
financials look like
(Ann
ouncements).
You’ll
already have some
elements completed for
section 8 next time


just
revise.

1)

Sales per unit

2)

estimate of gross
margin
Next time

g.

Prepare quarterly
marketing budget based on
sales forecast.


Organization

30

28


Elements are
logically

organized.





Nice organization and most elements
accounted for. Do delete redundancies
and non
-
essential paragraphs.

Reminder: Practice good business
MARKETING MIX

4









MOTOROLA
MOBILITY
:

Marketing Mix
Strategy
Development

D. Colette Armour, Keyshon Bachus, & David Wray

SUS520A2_201302

Marylhurst University

Wendi Butler

March
17
, 2013











writing. Be aware of shifts in tone.
Remove or revise sections of the plan
that seem geared toward
student
theory, customer communication, or
sales. The plan is for internal
executive/marketing personnel use and
decision
-
making and should reflect
business
-
professional language.

Mechanics

20

18


Followed APA
formatting guidelines
for references and

credits.

Marketing plan is
formatted to appear
as a genuine
business document.

Spelling, punctuation,
grammar, word
choice, sentence
structure are all
correct.



Really fine

work on this section! APA is
improved. Continue to edit and correct
all grammar and mechanical errors.
Watch for small comma errors and
possessive case.





TOTAL

125


10
8
86%

Let me know
if you have any final
questions. Be sure to see the audit
list
in the syllabus so that you do not miss
any sections next time.

Thanks,
Team!

MARKETING MIX

5








Product/service development


The Moto Green2 cellular phone is unlike our competitor

s
[possessive]
cell phones,
being the world’s first cell phone made from 100% recyclable plastics,
electronics? Are they
lead
-
free? [Research
keywords: cell phone recycling, electronics waste, etc.]
and Motorola is
the first cellular manufacture
r
s that have a ‘recycle your phone’ program in place.
The intent of
the assignment to explore the SM LCA tool was so that you could incorporate the end
-
graphic
into the plan that showed how your phone stacked up against the benchmark phone

in terms of
reduced carbon footprint
.
As indicated, the

BOM selections

could have been generic (e.g. plastic
packaging diameters, small circuit board, etc.).
As you k
now, the lifecycle assessment is integral
for sustainable product development.

This would also be a good place for a sentence or two
about how you used TNSF.

We will take any cell phone, including our older models, and either
recycle

them, or refurbish them for use by people in other countries that have no
assess

word
choice

to cell phones.
All our customers have to do is send Motorola their phone in the pre
-
paid
postage envelope available at any T
-
Mobile, Verizon, Radio Shack, or Me
tro Sells store for free!
And it comes with a 1
-
year warranty against defects.

This is great, but it sounds like it belongs
on a promotional piece, directed toward customer communication. Be sure that your plan
contains business language, with a tone that

is aimed at an internal executive/marketing staff
audience
, and includes the rationale for why you think this tactic will work
.

Example:

Our
service plan includes a take
-
back program…
We think the benefits
will be a) b) c)
…”

MARKETING MIX

6


The Moto Green2 is
totally

[informal: use very or completely]
mobile: It goes where you
go, in the car, at school, work or at home.
Customers may use a

Bluetooth device

for hands
-
free
operation [Again
-

work to
use business
-
tone in work and MBA documents].

and it is totally
hands free.

The screen is a high
-
resolution screen with a soft light background that reduces
eyestrain. The wide keypad makes it easy to dial to text, and is stylish. The Moto Green2 has
caller Id, speech recognition (through Google Voice Recognition), mut
e, and noise reduction
features. An eight
-
megapixel camera with flash and auto focus is included.

Consider: Great list
of features, but to decrease text (as suggested in earlier renditions), could you use a features page
or bullet list? An exec is going
to get eye
-
strain reading all the text.

As stated earlier you can
connect with friends or family anywhere due to the use of data transmission rate of 480 Mbps,
and the Moto Green2 is Wi
-
Fi enabled, and GPS connection. The operating system will deploy
An
droid 4.0, which makes this phone one of the most powerful cell phones on the market
(motorola.com, 2013)
. The battery is a Li ion, which has up to 10 hours of standard usage time.

Any eco
-
concerns with this battery?


The size is 128.5 (h) x 65.8 (w) x 8.4 (d) mm; weight is 2 ounces, and is housed in a
scratch
-
resistant body. The display type is NewColor and the display size is 4.3 inches.


Technology: The Moto Green2 has an internal RAM of 1.5 GB, internal ROM of 4 GB,

expandable by up to 36GB with microSD card The processor speed is 1.5GHz dual core.


MARKETING MIX

7









(hubpages.com, 2010)

Nice to include
pics to illustrate at this point





The Moto Green2 will be packaged in
recyclable #2 box packaging
,
++
and inside the box
will be the phone, power cord, ear buds with speaker, and a web address to register your
phone. The outside of the package will have the Moto Green2 name and a circle of leafs to
demonstrate that this
product is recyclable.


Moto Green2
(123rf.com, 2013)


I like this; I know you were constrained for time, so good
selection. Think about branding imagery

and colors

as an important aspect of product design and
developmen
t. What might you have designed had you had time?


MARKETING MIX

8


The picture of the phone will be in the middle of the leaf circle.


Production




Efficiency in producing the Moto Green2 has never been more important due to factors
manufacture
r
s
Don’t forget the last
“r” ;)
are faced in globalization and intense competition
in getting our product out of the door.
Therefore,

we must continuously look for ways to
decrease
human resource

costs and reduce material costs.
W
e
will

monitor

(active rather than
passive)

our cell phone production from cradle
-
to
-
cradle approach in making our product
truly sustainable. 80% of this phone is made from recyclable products. We also have
employed RFID (Radio frequency tagging of in
ventory) solutions to monitoring the entire
manufacturing process from body molding to stacking inventory on RFID pallets
(Motorola's
Manufacturing RFID Solutions, 2010)
.

An interesting story I heard on the radio is about
pote
ntial privacy issues with tracking people’s whereabouts based upon these chips
embedded in phones.
So if you get a phone ad immediately after you walk into Best Buy,
you’ll know why! Big ethical marketing concern


Place/Distribution


Motorola Mobility has selected a distribution mix to follow the Producer
-
Retailer
-
Customer channel to relieve the manufacturer the worry of selling the goods personally. This
distribution method will allow Motorola retailers to purchase the Moto Green2 in
large
quantities, ultimately
giving the producer complete control
?

over the process of
distribution
.

Not
sales? This is a bit confusing here. If retailers purchase
outright
, there is little control the
producer has on setting pricing or promotional materi
als

meaning little brand protection
.

The
seller could say or do anything to sell a phone which might be against Motorola’s image or
positioning. Typically there is a little more partnership between producer and retailer.

These
MARKETING MIX

9

types of arrangements are
varied and contracted. See
push / pull distribution for a clearer
explanation (text and online).

Maybe rephrase a little (don’t need too much detail
-

just say
whether you will use a push or pull strategy).
More specifically, the highlighted retail
dis
tributions channels will be as follows
(Business.gov.in, n.d.):
why is this needed? What are
you quoting? Every

marketer selects distribution channels…


-

Specialty electronic stores
+


-

Major Motorola carrying cell phone stores
+


-

Internet stores
+


Engaging in the ability to utilize indirect sales, Motorola Mobility is able to sell and market
the Moto Green2 through resellers and commissioned independent sales agencies. Also known as
business
-
to
-
business sales (B2B), indirect selling will allow Motor
ola the advantage of
expanding our geographical reach without having to employ thousands of sales representatives.

This paired with the benefit of costs associated with sales being directly proportion to the success
of the reseller adds appropriate advanta
ges over direct selling (Banks, n.d.).

This would be very
nicely stated for a paper on distribution. Sorry to ask you to remove it, but it adds no value to
the paper. This is what you want: We will use an indirect distribution channel method

[and then
see your list above]. Thirteen pages is simply too long for this section

(see mplans.com and
other sample plans for an idea of section lengths).


The Moto Green2 is going to be available in stores and online to answer the demand of
customers shopping at

a variety of different locations.
Men will drive online sales as recent
studies have shown men are outspending women in online purchases by 20% to 30%. In addition
to that, 70% of men researched and bought online as opposed to the 14% who researched onlin
e
then bought in
-
store (Reagan, 2012; Huffington Post, 2012).
This is great data; I’m unsure
MARKETING MIX

10

whether this should have showed up in your consumer behavior section or if it is ok here. I
’m
leaning toward consumer behavior…



The initial location of the
mfg?
facility will be Denver, Colorado.
++
After the Moto
Green2 has gained momentum and secured its position in the market, additional offices will be
added in the surrounding major cities to accommodate geographical growth.
Do you think Moto
should duplicate o
ffices or simply add the phone to its existing line? Think about overhead and
margins
for

phone

To continue delivering a sustainable product to our customers, Motorola
will also transport the Moto Green2 in Smith Electric Vehicles.
Is this outside of M’s
usual
distribution methods? If an added extra, think about freight consolidation as a green benefit.
Even if you use a green car (still uses electricity), if you can utilize and maximize existing freight
channels, you don
’t need to duplicate deliveries.

The 100% electric Newton model will give our
company a carrying capacity from 16,500 pounds to 26,000 pounds, while boasting up to 150
miles per charge and offer zero emissions. With Denver being the primary location, it becomes
centralized to all local d
eliveries (Smith Electric, 2013).
Does this mean the phone will be
launched only in Denver or will you deliver nationwide? If nationwide, would it make better
sense to combine freight with other deliveries to maximize/consolidate loads (e.g. all Best Buy
shipments go together, internet phones get regionalized for less costly
delivery
, etc.).
You could
use freight companies using biofuels, or trains, instead (less carbon)?

Promotion


Motorola Mobility will participate with local schools,
small business f
ounders

for what
purpose?

and

business resources in the area. After calculating entry
-
level results and
assessments, Motorola will reach out to local newspapers to increase exposure. Through
selective methods of communication, we must ensure the following advantages are being
MARKETING MIX

11

reinforc
ed:


-

Strong local presence for availability and minimizing costs; and


-

Focusing on ensuring students, parents and small businesses are receiving prope
r
support

for delivered products


In regards to promotion and advertising, we aim to use
many differe
nt mediums to reach
the maximum amount of potential customers. In a brief overview, the Moto Green2 is a different
product and must be promoted and advertised differently as well. Starting contests the same day
we initiate internet and radio advertising al
lows the information to be disseminated immediately
among many individuals. As
word
-
of
-
mouth

carries the idea further,
can you do something to
stimulate this?
social media

say more


this is an important tool

and needs to run throughout the
product launch
(continuing).
This article describes the key
online
marketing tools phone
companies use:
http://www.btobonline.com/article/20130111/STRATEGY01/301119988/almost
-
half
-
of
-
marketers
-
to
-
boost
-
budgets
-
this
-
year#


and sweepstakes are added to continue interest before the final push. As billboards and posters
take the Moto Green2 into the final stretc
h, pre
-
order discounts and sales lead into the release
date.
Since it is Motorola, you could treat yourself to a clever TV ad?

MARKETING MIX

12


Figure 1. GANTT Chart

Nice! Shows consolidated launch activities up front and I like the pre
-
order
approach.


Since we are usi
ng print campaigns during our
advertising,

we would like to confine our
public relations campaigns to online. After a release is written and optimized with keywords that
closely related to the Moto Green2, the release will then be posted on different websites fueled
by search engines. When users s
earch for any of our keywords, the Moto Green2 release will be
pulled up increasing product exposure.

Personnel Plan


Budgeting is very important to run any business, but especially a large facility of this
magnitude.
The following personnel plan is spec
ific to the marketing department for the new
MOTO Green2.

Team: read this first for instructive purposes, but I see that you have a
more extensive budget below on page 2 which might change some of my comments made
before I saw the marketing budget. (pg 2?

Is this an appendix?). I will want to see that
your personnel plan, promo plan, and marketing budget align. I have some questions that
will need to be answered for that to happen, so as a team, take a look at these sections and
be sure they add up.
(
see chart: not sure how the numbers add up? E.g. what is the $25k
MARKETING MIX

13

being spent on in 2015? Or is that for administrative costs with no totals line? This is generally
reflective of a marketing budget in a simple form, but needs more development, especial
ly in
year one.
See my post in Announcements


I’m not asking for precise amounts, but you could
find out how much it costed to launch other phones (easy search) and pick that number and
allocate as needed.
Who is doing the launch? Admin? This is also

Motorola
who:

Motorola
bumped up their
[sales & marketing]
spending to $560 million (4.3 percent of
revenue) in 2011 from $393 million (3.4 percent of revenue) in 2010 and $264
million (2.4 percent of revenue) in 2009. Combine Google and Motorola, and
they
add up to $2.104 billion in 2011, which includes an estimated $1.005 billion that
will be spent in the U.S. alone

(


http://searchenginewatch.com/a
rticle/2187638/Google
-
Ad
-
Spending
-
Tops
-
2
-
Billion
-
in
-
2011
) (Search term: how much is motorola’s marketing
budget).


Personnel Plan





Year 2013

Year 2014

Year 2015

Marketing Manager

$0

$75,000

$75,000

Training Supervisors

$0

$0

$0

Trainers

$0

$0

$0

Admin

$50,000

$100,000

$100,000


Sales

Forecast

Over the next three years, Motorola Mobility intends to push the new
MOTO Green2
,
and eventually release a third generation phone as we continue to increase the positive aspects of
the phone

Motorola (2013).
good
Reviewing the estimated, tentative sales for the next three
years will give our company a roadmap in which we should follow.
The forecast will assist in
the marketing aspect;

production
number
of the finished p
roduct;

and
how long of a period
MARKETING MIX

14

before the third generation should be launched.

Probably not needed as the chart speaks for itself


just leave the introduction
,

which is great.

The information consists of the following:



Sales Category: Product
which Motorola is
selling



Number of Units: Number of units we expect to sell



Unit Price: The price per item



Total Sales: Automatic totaling of sales revenue for the month



Monthly Total/Annual Total: Annual Sales




Running head: MARKETING MIX









1










Marketing Budget

Margin?

The following graph list the estimates of the number of sales that we expect to see from the sales forecast. This graph show
s a
total of
three years
? Graph is confusing without years. If you want to show quarters, use a
bar
graph that breaks them into different
colors for one year, then the second year, etc. Or to make it simpler,
use a bar graph showing years (not usually a line graph). If you
wanted to and are using a % of sales method, you could show expected sales (b
ar) with a line showing expected costs.

of anticipated
sales.
This data was modeled after the projection of iPhone sales forecast, from April 2007
-
July 2011. (Gathered from
asymco.com).
Motorola would have its own sales data and would project an expecte
d % of sales based upon historical information
(might not like the reference to an arch competitor!).

Sales Forecast

























































Moto Green2















Fiscal Year Begins

Apr
-
13












3
Year Quarterly Sales Forecast

Which geo area? 350 phones seems awfully low and maybe not worth M’s time? If one area only, be sure to specify
sales area.

You are spending $2.2 million (budget) to get only 350 phone sales….

















Apr
-
13

Jul
-
13

Oct
-
13

Jan
-
14

Apr
-
14

Jul
-
14

Oct
-
14

Jan
-
15

Apr
-
15

Jul
-
15

Oct
-
15

Jan
-
16

Annual
Totals

Motosurf
A3100

350

1000

1500

2000

1500

1000

2000

2500

3000

2100

4500

5800

27250

Sale price
@ unit


$
250


$
250


$
250


$
250


$
250


$
250


$
250


$
250


$
250


$
250


$
250


$
250



Cat 1
TOTAL

87,500

250,000

375,000

500,000

375,000

250,000

500,000

625,000

750,000

525,000

1,125,000

1,450,000

6,812,500

MARKETING MIX

2




(
asymco.com).


Marketing budget [
2013
-
2014
]

0
5000
10000
Apr-13
Sep-13
Feb-14
Jul-14
Dec-14
May-15
Oct-15
Quarterly

Sales Forecast

MOTO Green2
MARKETING MIX

3


Running head: MARKETING MIX









1

References

Great


I
see progress in your reference citation. Keep it up! One area of
research I’m not seeing is on marketing financials and there are a lot of websites out there
that make this easy. Did you do any research here?


123rf.com
. (2013, March 16). Retrieved March 16, 2013, from leafs around logo vector:

http://www.123rf.com/photo_14760791_leafs
-
around
-
logo
-
vector.html

Banks, L. (n.d.). Direct & indirect sales strategy.
Chron.
Retrieved from


http://smallbusiness.chron.com/direct
-
indirect
-
sales
-
strategy
-
2208.html

Business.gov.in (n.d.). Channels of Distribution. Retrieved from
http://business.gov.in/

manage_business/channels_distribution.php

hubpages.com
. (2010, June 6). Retrieved March 16, 2013, from Cell phone cases:


http://ageddomain.hubpages.com/hub/Cell
-
Phone
-
Cases

Huffingto
n Post. (2012, May 3). Men’s online shopping surpasses women’s. Retrieved

from

http://www.huffingtonpost.com/2012/05/03/men
-
online
-

shopping_n_1475576.html

iph
one production ramps
. (2013, March 11). Retrieved from http://www.asymco.com/

McFarlin, K. (n.d.). Examples of public relations campaigns.
Chron.

Retrieved from


http://sm
allbusiness.chron.com/examples
-
public
-
relations
-
campaigns
-
10110.html

Motorola. (2013). Retrieved March 13, 2013, from motorolamobile.com:


http://www.motorola.com/us/consumers/Motorola
-
XT886/m
-


XT886,en_US,pd.html?selectedTab=tab
-
2&cgid=mobile
-
phones#tab

Motorola's Manufacturing RFID Solutions. (2010). Retrieved March 13, 2013, from


Motorola.com:
http://www.motorola.com/web/Business/


Solutions/Industry%20Solutions/RFID%20Solutions/Documents/Static%20Flies/


Manufacturing_RFID_IB_0910
-
web.pdf

Motorola. (2013).
motorola.com
. Retrieved from:

MARKETING MIX

2


http://www.motorola.com/us/consumers/About_Motorola
-
Histo
ry
-
Timeline/About_Motorola
-
History
-
Timeline,en_US,pg.html

Reagan, C. (2012, May 5). Why men are out
-
shopping women online.
USA Today:

Money.
Retrieved from
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