Your SlideShare is downloading. ×
  • Like
Rim IMC PLAN Rough Draft 3
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Rim IMC PLAN Rough Draft 3

  • 182 views
Published

Still working on the flow chart.

Still working on the flow chart.

Published in Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
182
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield
  • 2. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow 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%
  • 3. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow 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 reach our target audience • Substantial • The North American youth is of substantial size and is rapidly shifting towards the smart phone market
  • 4. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow 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 world surrounding 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.
  • 5. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy 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 58% 5% 10% 27% Fiscal 2010 Geographic Revenue Mix United States Canada United Kingdom Other
  • 6. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy 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.
  • 7. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow 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 m • There will be an increased demand for smartphones in the comin • Consumer expectations of smartphone devices will change • The average selling price of mobile communication devices will d • RIM will continue to partner up with software developers and ad
  • 8. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Proposed Budget • Selling and administrative budget increased from 540 million 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 a budget of 80 million.
  • 9. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy 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
  • 10. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Strategy • Your World Your Swirl • Mass Customization • Engravings • Colour Schemes • Product Specifications Friends CommunityWorld Get Connected
  • 11. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Executions • Promoting • Exclusive RIM event • Pin it to win it • Our new product line: Black Berry Swirl • Promotional give away • The following mediums will be used • T.V commercials • Cinema advertising • Billboards • Event sponsorship
  • 12. BBM: Black Berry Messenger *this is a concept commercial*
  • 13. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Media Strategies
  • 14. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media
  • 15. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media
  • 16. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media Media Strategies • Advergaming gained through NCAA Sponsorship
  • 17. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Flow Chart • Flow.