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Motorola Get Hopes A More Unified Message Branding Will Give It Us Buzz In Europe

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By Author: Manoj Varma
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Motorola has been working hard to get attention in the UK and other parts of Europe, so we hope to bring some consistency to it as a brand.

Motorola is working hard to build a more consistent brand message as it works hard in core areas outside of Latin America.

Six months after being the global head of Motorola's brand and marketing, this is Renata Altenfelder's top priority.

“We need to understand how we can better use the brand in different markets, but talk about the same information,” Altenfelder told Marketing Week at Mobile World Congress this week, and Motorola confirmed that it will launch a foldable phone.

“One thing I saw at the Mobile World Congress is that our global market development is completely different. Our brands have different stages of development, and the business of each country has different stages of development. But what people want in the end is The same thing.

“What I need to do is bring Motorola into the same news and enter different markets. We are global, but we strongly respect local needs.”

Although Motorola has a strong presence in Latin ...
... America, its products are used much more slowly in the UK and elsewhere in Europe. According to Statista, in the UK, Motorola's market share is only 1.77%.

To improve this, Motorola believes that maintaining good relationships with experts and reviewers is “very important” because it wants the trust and favor of European consumers.

“PR is a key pillar,” said Altenfelder, who has worked at Unilever for 16 years. “When you ask consumers about their plans to buy a mobile phone, they trust the reviewers. They can hear what I said, or what Motorola, or other brands say, but if they are real or not, they trust them. Expert inquiry.

Read more: How Ericsson plans to engage in a dialogue that is “more accessible”

“Building good relationships with important journalists, critics, tech blogs, letting them know about our strategy, understanding what we want to do with brands, how our products relate to our brand strategy, it’s very important because It is one of the places where our consumers will look for it."

Motorola is the first to enter 5G, will be launched in the United States this year, in the form of "mod", can be attached to Motorola equipment to upgrade to 5G.

Altenfelder said this is an example of a “very close” job for the product and marketing team. But to ensure mutual understanding, Motorola has a specific person responsible for product marketing as a “bridge” between engineering and developers and marketing.
“[Related] truly understand the real user case of our technology and bring the ultimate benefit to consumers,” explains Altenfelder.

“If we don’t do this, how are people interested in technology? Most people like technology because they understand what technology can do for their lives.”

Motorola is also building a "very powerful" CRM program to better understand how consumers use their phones, where they are and how to improve.

After successful pilots in Brazil, it has expanded the use of NPS [Net Propellant Score] in Latin America and the rest of the world. Altenfelder said it is important to ensure that Motorola remains "consumer-centric" in product development.

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