Rim IMC PLAN Rough Draft 1

Research In Motion
By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield

Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications ObjectivesCreative Strategy
Creative Executions
Media Strategies
Flow Chart
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%

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Identifiable
The Target Market can be easily identified throughthe 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

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
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.

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow 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

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Positioning Strategy
RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
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

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow 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.

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow 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

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Creative Strategy
Your World Your Swirl
Mass Customization
Engravings
Colour Schemes
Product Specifications
Get Connected

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow 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

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Media Strategies
RIM is a reliable, innovative, modern and connected

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Online Media

Target Market
Positioning
Proposed Budget
Creative Executions
Media Strategies
Flow Chart
Flow Chart
Flow.

Rim IMC PLAN Rough Draft 1

by severnb on Nov 24, 2010

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