Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Rim IMC PLAN Rough Draft 5

on

  • 882 views

Almost a final product now.

Almost a final product now.

Statistics

Views

Total Views
882
Views on SlideShare
882
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Rim IMC PLAN Rough Draft 5 Rim IMC PLAN Rough Draft 5 Presentation Transcript

  • 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
    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%
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Basis For Segmentation
    • 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
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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 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.
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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.
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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 market 
     
    • There will be an increased demand for smartphones in the comingyears 
     
    • 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 
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    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.
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Creative Strategy
    • Your World Your Swirl
    • Mass Customization
    • Engravings
    • Colour Schemes
    • Product Specifications
    Get Connected
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative 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
  • BBM: Black Berry Messenger
    *this is a concept commercial*
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Media Strategies
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Online Media
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Online Media
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Media Strategies
    • Advergaming gained throughNCAA Sponsorship
    Online Media
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Flow Chart
    • Super bowl, February 6th 2011
    • NCAA March Madness , March 17th – April 6th 2011
    • Blitz Schedule
    • Victoria Secret Fashion Show, November 30th 2011
    • Blacks of 30 Seconds spots with MTV, And Comedy
    • Pin It to Win it event, All year round
    • Downtown Billboards, Full year contracts
  • Marketing Objectives
    Marketing Strategies
    Basis For Segmentation
    Target Market
    Positioning
    Competitive Approach
    Proposed Budget
    Communications ObjectivesCreative Strategy
    Creative Executions
    Media Strategies
    Flow Chart
    Thanks you for your time,
    Questions?