Starting in 1928 as the Galvin Manufacturing Corporation, Motorola has evolved into a worldwide company with more than $30.15 billion in revenue in 2008. Today, it is a leading manufacturer and provider of wireless, semiconductor, broadband, and automotive products and services, With the wireless division, Motorola knew it needed to change, It had found through focus groups and survey research that many customers and potential customers saw Motorola’s phone models as dependable, but also as dull, predictable, and boring, With the mobile phone market being flashy and consumer driven, Motorola needed answers on how to become more mainstream anti popular.
To find these answers, Motorola turned to marketing research and an advertising agency named Ogilvy & Mather Motorola and Ogilvy & Mather conducted focus groups, depth interviews, and mall-intercept surveys, Although focus groups generated some innovative ideas, depth interviews enabled the probing of emotions related to mobile phones, Mall intercepts were chosen because the respondents could be shown models of Motorola and competing brands, They found from this research that customers buying mobile phones did not buy the phone based on technical schematic selling points, Customers buy phones based on how they emotionally feel about the brand of phone and the particular style of the phone, Most customers do not understand the technical parameters of the different phone models enough to make a decision based on them, So they are choosing among cell phones based on whether the phone “fits” into their lives or by considering “Is this phone me?” This research challenged the company’s management to think of cell phones not so much as engineered functional devices but as fashion accessories that help consumers make statements about who they are It pointed Motorola into developing a marketing strategy that developed the brand name instead of pushing the features of the phone. Moreover, the brand name had to be a global one based on universal principles, Marketing research also revealed that consumers were looking for “intelligence everywhere,” and therefore the brand had to be developed in that environment.
Ogilvy & Mather sought to develop the Motorola brand to represent a set of universal principles-a set of core principles that defined the brand-and then send out this idea to every country and have a localized interpretation for the idea, The result of this is that the core ethos of the brand is preserved while at the same time offering local
offices the flexibility to the brand according to local conditions and develop the brand such that the people of that country can relate to and identify with it, For Motorola, Ogilvy developed the core idea of “intelligence everywhere.” This COIC idea is used as the framework for all Motorola businesses around the world.
This was accomplished by creating the Moto, which is acute name for Motorola’s global-branded cell phone, The name is easy to pronounce, and it does not mean anything bad or weird anywhere in the world. It also carries a part of the Motorola name, a strong positive brand name that reminds consumers of the company’s heritage, Motorola’s advertising agency, Ogilvy & Mather, created a Moto lifestyle image Knowing from research that customers wanted to relate to the phone and brand on a personal level, Motorola’s Moto lifestyle showed the public fast, upbeat, and flashy people living and using Motorola products in an intelligent way, This created an emotional connection with customers, as they were almost saying to themselves, “That’s the way I want to live.” This was followed by Motodextrous ads in 2004 that projected a perfect balance between design and technology to enable people to live the Moto lifestyle with the slogan of “Intelligence Everywhere.” This campaign, an obvious success, was possible due only to the marketing research conducted to find why customers buy certain brands and models of mobile phones. When marketing research indicated a big need for hands-free driving, in October 2007 the company introduced MOTOROKR T505 Bluetooth, the In-Car Speakerphone and Digital FM Transmitter, its first road-ready, music-oriented ROKR accessory and the latest addition to its portfolio of in-car solutions.
Given the high costs associated with an advertising campaign, it was well researched and backed with strong supporting evidence and data. Marketing professionals need to substantiate their spending on advertising and brand building with research data that spells out the rationale for that spending. The Moto campaign, instead of inducing customers to buy Motorola phones because of their features, appealed to consumers’ lifestyle choices, The campaign positioned Motorola phones as aspirational products that embodied a certain attitude, This positioning created an emotional connection with the consumers and targeted people’s desires to be associated with products that stand for qualities that they consider to be “cool”; that is, fashionable and worthy of being identified with, The key here is to identify a set of core values the brand stands for and then be able to make the brand work in all parts of the world, The success of global brand icons such as Dove, IBM, and others has shown that a brand’s strengths can indeed be leveraged across countries and cultures, Identifying this set of core values, though, is no easy task and requires extensive marketing research, From finding consumer preferences to their desires and perceptions about the brand, marketing research helps to gain insight into the consumers’ mind-sets. For example, marketing research showed that style matters regardless of income or social status, an insight Motorola employed while developing the
Motofone for developing countries.