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Destination

In recent years Motorola has enjoyed substantial growth, due in part to an improved product portfolio which includes iconic handsets such as the Razr V3.

Keen to capitalise on and sustain this growth, Motorola engaged MindShare ATG to partner with them to optimise their marketing strategy and achieve their primary objective of becoming the number one in the category despite the challenge of having low marketing budgets vs. competitors.

Simply put, the business needed to know how much and where to invest across their sophisticated portfolio to reach their ambitious target.

Design & Delivery

In the world of mobile handsets you only get one chance to launch a product and Motorola needed to get each launch right to get them to number one in the market.

We delivered a web-based on-line ROI solution fed by market mix models. This tool enabled the marketing team to run optimisations across different marketing drivers and provided a fact-based recommendation that enable efficient and effective deployment of marketing funds.

ATG is a critical partner who's work has helped raise the accountability culture and drive efficiencies through our marketing

Mark Stephens
Motorola GM&C Strategy and Ops

 Evaluation

• Optimised handset budgets, yielding 11% more revenue and driving Motorola closer to their target of being number one

• $10mn of the marketing budget was reallocated across channels to improve efficiency

• 25% of budget allocated into TV away from promotions.

Related links:

• ATG

  Marketing Effectiveness Consultants