Blackberry Product portfolio

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Product Portfolio- Blackberry India

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Blackberry Product portfolio

  1. 1. Portfolio Analysis Ashish Badyal
  2. 2. BlackBerry• Designed and developed by a Canadian company, Research in Motion(RIM) in 1999• Headquarters in Waterloo, Ontario• Award winning BlackBerry solutions to date• PDA’s, portable media player, internet browser, gaming device, emailand instant messaging services, etc.• Amounts to 3% of sales worldwide and around 15% sales in the Indianmarket
  3. 3. 100% 6% 2.60% 6.40% 90% 9.6% 0.50% 4.40% 80% 15% 18.50% 70% Others 5.60% 60% 21% Apple 50% HTC 40% 30% BlackBerry 46% 65% 20% Samsung 10% Nokia 0% 2011 2010 Smart phone market share in India 2010 Q3 – 2011 Q3
  4. 4. High Indian Smartphone MarketUser Experience Apple BlackBerry, HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
  5. 5. CurrentPortfolio
  6. 6. Portfolio Analysis• Many similar looking devices• OS has the same feel as previous versions• BB App world not exciting enough• Physical QWERTY keyboard?• No differential marketing• Developers migrating to iOS, Android
  7. 7. Challenges• Confused brand image Business people don’t find exclusivity anymore BB for everyone in India ?? What is the target market??
  8. 8. Challenges• Competitors
  9. 9. Challenges• Distribution network• Customer service• Product differentiation
  10. 10. ProposedPortfolio Y Series Buzz 7100 Bond B Series 1000
  11. 11. BlackBerry Buzz • Smartphone users Segmentation Buzz • Youth, BB aspirants Targeting 7100Rs. 6,999 • “Are You The Buzz?” Positioning
  12. 12. BlackBerry Bond • Smartphone users SegmentationBond • Top Professionals & Sr. Executives Targeting 1000 Rs. 39,999 • “The Boss” Positioning
  13. 13. Also…• Separate Marketing strategies for B and Y series• Populate & Promote BB App World• Enhance distribution
  14. 14. Communication Strategy TVCs, Print, Radio Advertising Brand BuildingCorporates Direct PR & Marketing Publicity Communication Plan Event New media Facebook, Twitter, Marketing YouTube Sponsorships
  15. 15. High Indian Smartphone MarketUser Experience Apple BlackBerry, HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
  16. 16. High Indian Smartphone Market Apple By June 2013 BlackBerryUser Experience HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
  17. 17. Thank You

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