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Maximising marketing impact
Motorola looked to MindShare ATG to help them provide a structure to aid them with optimally allocating marketing budget across multiple geographies
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Destination
Motorola found themselves with a $200mn gap between their ideal and actual global marketing budget. There was a need to ensure that they were smart and focused to reach their targets and remain competitive in the market. Efficient budgeting was one of the key components that would enable them to do this
Design & Delivery
Relevant dimensions for 194 markets were captured globally to determine the potential, profitability, cost of business, strategic priorities, launches planned, investment constraints etc. in each market
A dynamic tool was built that optimises budgets across selected markets taking advantage of the opportunities available. The user has complete flexibility in terms of the number of markets, time period and how dimensions are prioritised
The application is fuelled by marketing response curves based on marketing investment, size of market and brand equity.
Evaluation
- Online interactive budget allocation tool
- Allocation based on quantifiable facts rather than history
- Optimising spend via this tool has saved Motorola $10+mn in the first year
Related links:
MindShare ATG
Marketing Effectiveness Consultants
Context
Mobile phones also contain dangerous metals, including lead, cadmium, zinc and mercury which can be extracted from phones through the recycling process.
In June 1955 Motorola introduced a new brand logo, the stylized "M" insignia, or "emsignia." A company leader said the two aspiring triangle peaks arching into an abstracted 'M', typified the progressive leadership-minded outlook of the company.
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