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Rim IMC PLAN Rough Draft 9

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Added Spiffs in, still need hewits updated

Added Spiffs in, still need hewits updated

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Rim IMC PLAN Rough Draft 9 Rim IMC PLAN Rough Draft 9 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 5 % in Canada in 2011
    • Launch new Blackberry Swirl phone line, directed at North American youth
    • Increase sales in Canadian 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
    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 teamsas well as MTV and other members of our target market who will be viewing our promotions
  • 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
    • 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
  • 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 According to Kantar Media, RIM spent $183 millionon 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 thestates, we will assume a total marketing budget of 16.5 million in Canada
  • 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
    • 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
    • Spiff + 50 000
    • Total budget for IMC $4 550 000
  • 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
    • Retain young consumers for life
    • Change consumers’ perceptions
    • Maintain a positive public image
    • Increase brand awareness
    • Offer additional multimedia components
  • 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
    • Spiff Incentives to distribution channel employees
     
    • 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
  • 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
    • Pin it to Win it
  • 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
    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
  • 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?