Rim IMC PLAN Rough Draft 8

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Added flow chart changed a few things.

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Rim IMC PLAN Rough Draft 8

  1. 1. By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield
  2. 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 5 % in Canada in 2011 • Launch new Blackberry Swirl phone line, directed at North American youth • Increase sales in Canadian Market by 5%
  3. 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. 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. 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 Canadian Target market • Population aged 12-24 approximately 6 million • Target market is gender neutral • Target geographic market spans across all of Canada but heavily concentrated on high populated areas • Focus on lower income brackets then previously Target Audience • Target children of parents who use blackberry Smartphone devices • Tech savvy kids who use computers, video games, the Internet • Kids, teens and young adults who already have cell phones • Teens and young adults who watch Canadian sports teams as well as MTV and other members of our target market who will be viewing our promotions
  6. 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. 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 • Superior benefits: Blackberry Messaging, Military-grade Security Platform, BlackBerry Internet Service • Competitive Advantages: • Use on almost every carrier in the world (over 475) • Available in 5 form factors (small or large or no keyboard, flip, & candy-bar) • Removable/expandable battery and expandable memory • Allows programs to multi-task • More Competitive Approaches: • Expand product lines and services • Expand into foreign markets and build partnerships • Be aware of competition, expectations, and demand • Partner with software developers and add applications
  8. 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 According to Kantar Media, RIM spent $183 million on U.S. media for the first nine months of 2010 • a increase over the $111 million it spent for 2009 • With revenue's in Canada roughly 9% of what it is in the states, we will assume a total marketing budget of 16.5 million in Canada 58% 5% 10% 27% Fiscal 2010 Geographic Revenue Mix United States Canada United Kingdom Other
  9. 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 Proposed Budget • Corporate boxes in major arenas (5@ 180k each) $900 000 • Grey cup sponsorship 250 000 • Commercials 2 000 000 • MTV Canada, Comedy Network & Much music • Billboards 400 000 • Advergaming with EA sports 100 000 • Pin it to win it 200 000 • (booths, in store advertising, online advertising, stadium advertising) • Online advertising 250 000 • (Facebook, Youtube, various tech websites) • CFL sponsorship 300 000 • Cinema advertising + 100 000 • Total budget for IMC $4 500 000
  10. 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 Overall Communications Objectives • Strengthen brand loyalty • Retain young consumers for life • Change consumers’ perceptions • Maintain a positive public image • Increase brand awareness • Offer additional multimedia components
  11. 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 Strategy • Your World Your Swirl • Mass Customization • Engravings • Colour Schemes • Product Specifications Friends CommunityWorld Get Connected
  12. 12. 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
  13. 13. BBM: Black Berry Messenger *this is a concept commercial*
  14. 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 Media Strategies
  15. 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. 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
  17. 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 Media Strategies • Advergaming
  18. 18. 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 • Pin it to Win it
  19. 19. 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 • Pin it to Win it
  20. 20. 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 • Super bowl, February 6th 2011 - CTV • Grey Cup November 27th 2011 • Fifa , September 30th 2011– EA sports Canada • Blocks of 30 Seconds spots with MTV, And Comedy • Pin It to Win it event, All year round • Downtown Billboards, Full year contracts
  21. 21. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Thanks you for your time, Questions?

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