Motorola used various metrics to measure trends and characteristics in its mobile business. Key metrics included year-on-year growth, cannibalization rate, and fair share draw analysis. Year-on-year growth between 2010-2011 was 13.996% based on global net revenue figures. The cannibalization rate of new products was 0.5% based on sales units. Fair share draw analysis examined Motorola and competitors' market share changes as new entrants emerged.

1. MARKETING METRICS USED IN
MOTOROLA COMPANY
“ Intelligence Everywhere “

2. WHAT IS METRIC ?
A Metric is a measuring system that quantifies
a trend , dynamics or characteristics .
In virtually all disciplines, practitioners use
metrics to explain phenomena, diagnose causes,
share findings, and project the results of future
events

3. WHY DO WE NEED METRICS ?
“When you can measure what you are
speaking about, and express it in numbers, you
know something about it; but when you cannot
measure it, when you cannot express it in
numbers, your knowledge is of a meager and
unsatisfactory kind:

4. HISTORY
Motorola Inc. was an American multinational
telecommunication company based in Schaumburg, Illinois.
Motorola Inc. was founded on 25 Sep , 1928
After losing 4.3 billion from 2007 to 2009 , the company is
divided into two independent public companies :
- Motorola mobility
- Motorola solutions
Total employees 60000 (2011)
Source : http://en.wikipedia.org/wiki/Motorola

5. CEO OF MOTOROLA MOBILITY

6. MAJOR PLAYERS
NOKIA
SAMSUNG
APPLE
BLACKBERRY
HTC

7. YEAR ON YEAR GROWTH
= 13064 – 11460
------------------------------------------- = 13.996
11460
Source : http://www.statista.com/statistics/199196/global-net-
revenue-of-motorola-mobility-since-2010-by-quarter/

8. CANNIBALIZATION

9. CANNIBALIZATION RATE
250000
= ------------------ = 0.5 %
500000

10. FAIR SHARE DRAW
FIRM Sales Share
Motorola 500,000 50
Nokia 300,000 30
Samsung 200,000 20
Total 1,000,000 100

11. FIRM Sales Share
Motorola 400,000 36.36
Nokia 240,000 21.82
Samsung 160,000 14.55
New entrant 300,000 27.27
Total 1,000,000 100

12. PRICING STRATEGY
1

13. 18000 – 14000
= --------------------- = 28.57 %
14000

20. THANK YOU