rim imc plan rough draft 1
DESCRIPTION
My parts arn't up yet just a rough idea of how its looking so far.TRANSCRIPT
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By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield
Research In Motion
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Marketing Objectives
• Increase market share among younger generation by 10 % in North America in 2011
• Launch new Blackberry Swirl phone line, directed at North American youth
• Increase sales in North American Market by 5%
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Basis For Segmentation
• Identifiable• The Target Market can be easily identified through
the demographic feature of age and geographic region of North America.
• Accessible• Television and Cinema advertising, Billboards and
event sponsorship are all appropriate communication and distribution channels that can be used to reachour target audience
• Substantial• The North American youth is of substantial size and
is rapidly shifting towards the smart phone market
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Basis For Segmentation
• Meaningful• This technically savvy generation are early adopters
of new technologies and are ever increasingly connected with one another and the worldsurrounding them.
• Durable• Retaining this segment as lifelong customers is an
extremely important component of the target market. It can be noted that it costs as much as 6 times as much to gain a new customer than it does to retain a current one.
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Target Market
North American Target market• Population aged 12-24 approximately 60 million in the
US and 6 million in Canada.• Target market is gender neutral• Target geographic market spans across all of Canada and
the U.S
58%
5%
10%
27%
Fiscal 2010 Geographic Revenue Mix
United States
Canada
United Kingdom
Other
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Positioning Strategy
• RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Competitive Approach
• Continue to expand their product lines and services to grow • Continue to expand into foreign markets and build partnerships • An increased number of competitors will enter the smartphone market • There will be an increased demand for smartphones in the coming years • Consumer expectations of smartphone devices will change • The average selling price of mobile communication devices will decline • RIM will continue to partner up with software developers and add applications
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Proposed Budget
• Selling and administrative budget increased from 540million in 2007 to 881.5 million in 2008
• Assuming these figures have increased accordingly since then we can conclude a budget for these costs approximating 1 billion
• Using the Geographic mix we will also assume 63% of the budget can be justified in North America and the rest overseas
• Leaving robust cash amounts aside for selling, administrative and marketing for projects ,we propose abudget of 80 million.
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Overall Communications Objectives
• Strengthen brand loyalty and continue long term growth by targeting the younger generation (“Tweens”)
• Retain young consumers for a lifetime by offering incentives that encourage trial purchase and brand switching
• Change consumer’s perceptions about the brand image • Maintain a positive public image in the community
through local events and sponsorships• Increase brand awareness by presenting and promoting
superior benefits of Blackberry, such as its BBM and secure enterprise servers
• Offer additional multimedia components to suit consumers’ interactive lifestyle
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Creative Strategy
• Your World Your Swirl• Mass Customization
• Engravings• Colour Schemes• Product Specifications
Friends
CommunityWorld
Get Connected
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Creative Executions
• Promoting• Exclusive RIM event• Our new product line: Black Berry Swirl• Promotional give away
• The following mediums will be used
• T.V commercials• Cinema advertising• Billboards• Event sponsorship
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
• RIM is a reliable, innovative, modern and connected
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Online Media
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Online Media
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Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Flow Chart
• Flow.