Motorola Mobile Phone Brand Marketing Strategy

This article is a study about the mobile phone market based on personal internship experience in Motorola Procurement Department. During 2006, Motorola got an excellent performance in mobile phone market. The key factor is that Model V3 set up a trend of best-selling mobile phone, and Motorola totally sold more than twenty million V3 until the end of 2006. Motorola's global mobile phone market share increased from 12% to 22%.However, there is challenge to Motorola in China market. First of all, local brand has low-price advantage. Secondly, the local company imitated Motorola's model and improved the function. There is also challenge inside Motorola. With the large market share, operational profit rate of Motorola has decreased in the past three years. The operational profit rate of Motorola in 2006 dropped below 20%. One percentage dropping means losing more than 400 million dollars, to Motorola with its total sales of 40 billion in 2006.This article is mainly to answer this question: what is best-selling mobile phone. There are three aspects to explain it: product function, selling channel and brand. Actually these three factors built companies successful in mobile phone market, such as Nokia, Motorola and so on. As the technology develop, more and more functions appear in one product. Is it right? According to Professor Roland T. Rust's research, too many functions just bring inconvenience to consumer. So just right quantity of functions makesthe product successful in market. Motorola opened more than 370 Global Manifesto and Local Manifesto in China market. This contributed quite a lot to Motorola's mobile phone market share. So we can learn lot from this analysis. Singer Jay and actress Zhou Xun are chosen by Motorola for its marketing promotion. These two persons built fashionable and cool brand to Motorola.More and more mobile phone companies pay special attention to these three factors. The history has proved, and the future will prove that which company do better in these three aspects, then who will win in market.