Tanay shahRIM-Blackberry India

Presents marketing of

BLACKBERRY PHONES

ONE BRAND ONE PROMISE.

COMPREHENSIVE RESEARCH ANALYSIS OF BLACKBERRY

THORSTEN HEINS CEO OF RIM LIMITED

COMPANY PROFILEThe name blackberry was coined by Lexicon

Branding.Blackberry Limited , formerly known as

RESEARCH IN MOTION LIMITED.It is a Canadian telecommunication and

wireless equipment company.The company is headquartered in Waterloo ,

Ontario , Canada.It was founded by Mike Lazaridis , who

served as its co – CEO along with Jim Balsillie until January 22, 2012.

INTRODUCTIONThe first Blackberry device, the 850 was

introduced in 1999 as a two pager in Germany.

The Java based Blackberry OS was intended to operate under much different , simpler condition and high security enterprise.

Our stock ticker on the NASDAQ exchange as BBRY.

14 million Blackberry users in over 135 countries.

Fairfax bought Blackberry for 4.7 billion dollars.

PRIMARY RESEARCH A survey was conducted on a sample of 30

individuals, from the age group 15-55 comprising 15 males and 15 females.

The survey , although was conducted on a small scale, shows some emerging trends and demographics.

MARKET SURVEY34

2030

4 93

NokiaSamsungBlackberryHTCAppleOthers

Which Smartphone do you use?

128

42

24 3

SMSCALLSINTERNET & EMAILSGAMESAPPILICATIONS

What do you use your Smartphone most for?

PRODUCT LINE

Blackberry Bold Blackberry curve Blackberry Z10

Blackberry Playbook and many more.

SEGMENTATION1. GEOGRAPHIC

2. DEMOGRAPHIC

3. PSYCHOGRAPHIC

4. BEHAVIOURAL

TARGETINGENTERPRISE CUSTOMERSBLACKBERRY “COMPANY DECESION”

NON-ENTERPRISE CUSTOMERSBLACKBERRY “PERSONAL DECESION”

•HIGH END USERS •AGED 15-25 YEARS

•AGED 25+ YEARS •MAINLY STUDENTS

•MAINLY MID TO SENIOR LEVEL MANAGEMENT PROFESSIONALS

•PERSONAL OR ENTERTAINMENT USE

•COSMOPOLITAN PROFESSIONALS WHO USE IT FOR OFFICE PURPOSE

•YOUTH WHICH WILL HAVE FINANCIAL POWER

•BOTH MALES AND FEMALES •BOTH MALES AND FEMALES

Blackberry is slowly establishing leadership position in the segment with its new products.

Today it has a range of models targeted at every possible consumer segment. Even foe those who have barely crossed their teens.

POSITIONINGIts objective is to occupy a clear, unique

and advantageous position in the consumer’s mind”

Blackberry having its presence globally will favour to introduce new products in India.

Extending the Brand from its origin to various other products, thus exploring new segment of customers .

Positioning Blackberry as a Smartphone choice for the youth and professionals.

4 P’S

BCG MATRIX

1111

MARKETING STRATEGIESSell on value , not Price.Populate and Promote BB app world.Focus on serving the customers so that they

continue to open their wallets.Educate , show & tell them how it will

improve their lives.Customer service.Product differentiation.

The Differentiated Indian MarketURBAN USERS RURAL USERS

•BUSINESS USES •AFFORDABILITY

•LIFESTYLE •CONNECTIVITY

•STATUS SYMBOL •BATTERY LIFE

•ADVANCED FEATURES AND APPLICATIONS

•NETWORK EXPANSION

•LOW TARRIFS

REPOSITIONING OF THE PRODUCT THROUGH ADVERTISING

SWOT ANALYSIS

DISTRIBUTION CHANNEL 5 Biggest Suppliers account for 90% of its

production cost. PRODUCERSElcoteq Jabil Circuit Multifine Line Electro

Qualcomm DISTRIBUTORS

DEALERS & RETAILERS

CUSTOMERS

COMMUNICATION STRATEGYADVERTISINGTV , PRINT ,

RADIO, BILLBOARD

DIRECT MARKETINGCORPORATE

NEW MEDIAFACEBOOK TWITTER YOUTUBE

EVENT MARKETINGSPONSORS

PR AND PUBLICITY

BRAND BUILDING

CONCLUSIONTaking all alternatives into account, we have made

the decision to implement more concentrated and aggressive marketing development strategy.

Blackberry plan of action will target their already existing clients i.e. young professionals, senior executives, alongside a younger and more recreational based consumers.

By aiming their sights on up and down consumers, Blackberry can build upon relationships with their target market from a young age and develop their sustainability as a company simultaneously.

THANK YOU