RIM Vs. Apple Presentation

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RIM Vs. Apple Presentation

  1. 1. VS<br />V<br />S<br />A Battle of Brand Dominance<br />
  2. 2. Presented By<br />Briana Cowan<br />Mike Luo<br />“Munny” Berar<br />ParkerMcMullin<br />RaminqueSahota<br />Sarah Henderson<br />Susan Kelly<br />Mosaic Marketing Corp.<br />
  3. 3. Outline of the Research<br />The Problem<br />Market Identification<br />SWOT Analysis<br />Key findings from Research<br />
  4. 4. Outline of the Solution<br />Alternative 1<br />Alternative 2<br />Alternative 3<br />Solution and Implementation Plan<br />Course Concepts<br />
  5. 5. The Problem at Hand<br />How can RIM reassert themselves as the greatest innovator ?<br />Problem at hand goes far beyond blackberry versus iPhone products.<br />
  6. 6. SWOT Analysis<br />
  7. 7. Strengths<br />Blackberry brand and reputation<br />2. Blackberry Enterprise Server (BES)<br />3. Innovative and strong foundation of technological assets<br />Dominance in the business Sector<br />RIM has its own wireless transmission network/equipment<br />
  8. 8. Weakness<br />Limited Product breadth<br />Market Target is limited<br />Network is not as strong as competitors<br />
  9. 9. Opportunity<br />Develop new target market (eg. Younger generation)<br />Globalization the target markets<br />Develop new products to deepen the market penetration<br />Possibility to establish RIM’s own Mobile wireless network (like AT&T)<br />
  10. 10. Threats<br />RIM’s encrypted email system may be banned in certain countries<br />Apple offering business-look cell phones can result in significant reduced sales of Blackberry<br />Competitors developing similar application/interface that takes away RIM’s software advantages.<br />Competitors reverse engineering RIM’s innovative products.<br />
  11. 11. Current Target Market<br />segment break down<br />Men and women with high incomes<br />Tech savvy individuals<br />Organized individuals<br />Time constraints<br />Innovators <br />Age: Early 20s – Late 40s<br />population<br />
  12. 12. Numbers and Details of Research<br />Apple vs. rim<br />Smartphone Market Share<br />
  13. 13. Other Findings and Research<br />
  14. 14. Facts on sales<br />Blackberry Curve overtook Apple’s iPhone<br />RIM’s share of smartphone market boosted from 15% to nearly 50% in the first quarter of 2009 (May 2009)<br />
  15. 15. RIM’s current mission statement:<br />Create a digital community to serve the needs of small business professionals, giving them the insight they need to maximize the benefits of Smartphones.<br />
  16. 16. Alternative Solution<br />Number One<br />
  17. 17. Build up RIM’s Brand image<br />Re-design/ improve the Logo<br />Physical Expansion<br />Improve Company Website<br />
  18. 18.
  19. 19.
  20. 20. Advantages<br />More logos and slogan helps brand recognition<br />Employs more skilled and innovated workers<br />Attracts more Generation Y and Tweens to the website<br />
  21. 21. Disadvantages<br />May confuse existing customers<br />May cause unrest to the brand loyalty<br />Increased in administrative cost<br />
  22. 22. Alternative Solution<br />Number Two<br />
  23. 23. Target New Market<br />Diversity<br />Create Blackberry that suits various segment groups<br />Increasing brand awareness<br />Colors<br />Designs<br />Environmental friendly<br />Website renovation<br />Expand App store<br />Support<br />Focus on Media such as Facebook/GPS<br />
  24. 24. Campaign for Brand Awareness<br />Design contest<br />RIM website promotes a event for helping Blackberry with a new design from participants.<br />With incentives<br />Pros and cons<br />Disadvantages:<br />Drifted away Professional outfit<br />Developing customized product could be risky<br />Possible threat of competitive retaliation (reverse engineering)<br />Advantages:<br />Increased Brand Awareness<br />Word of Mouth advertisement<br />Increased Target market<br />
  25. 25. The Chosen Solution <br />Alternative Three: <br />Increasing the Breadth of RIM’s Strategic Product Lines<br />Developing a new RIM laptop <br />Blackberry - Work<br />
  26. 26. Blackberry Work<br />
  27. 27. Diversifying of RIM’s Strategic Product lines<br />Advantage<br />Create hype for the product and company<br />boost the sales of blackberry <br />Captures new market and increase brand awareness<br />Reduced introduction stage of product life cycle<br />
  28. 28. Disadvantages<br />Initial investment can be costly<br />Takes time to develop a completely new product<br />Can be risky when it’s launched against an established competitor.<br />
  29. 29. Target Segment<br />Existing Blackberry users<br />Business professionals <br />Mainly Generation X and portion generation Ys<br />Help saturating the entire business market which Blackberry smartphones had unable to monopolize <br />Underdeveloped Market<br />Other technology reliance individuals (eg. Students)<br />Most of the Generation Ys and Tweens<br />Targeting the market which the Professional images of Blackberry has not penetrated to.<br />
  30. 30. Implementation Plan<br />
  31. 31. Step-by-Step Implementation<br />Announce Blackberry Laptop to Public<br />Begin Concept Testing through Surveys and other Media.<br />Use this information to begin long development process<br />Hype Begins to Build <br />(implement Alternative 2 solution to capture new markets)<br />Begin test marketing in select cities with limited supply.<br />Use feedback and Launch Blackberry Work to the public<br />
  32. 32. Financials and Pricing<br />Creating a new department and employee expense = 22million<br />Human resource 17 million<br />Equipment and material cost 5million<br />Marketing material expense = 5.5 million<br />Overhead expenses = 1.2million<br /> <br />Research cost to develop new Software for the laptop = 4 million<br />-----------------------------------------------------------<br />Total Cost 32.7 million for 2 years<br />Price will be in the high-end range in the initial stage of launching with limited supply and distribution (comparable to Macbooks)<br />May reduce its price as it reaches maturity and when new products come out<br />
  33. 33. Major Course Concepts<br /><ul><li>Developing market strategies
  34. 34. Segmentation, targeting and positioning
  35. 35. Market mix</li></li></ul><li>Works Cited<br />Cnet news. Lance Whitney. BlackBerry Curve outsells the iPhone 3G. Last viewed October 21, 2009<br />http://news.cnet.com<br />Wikie-Invest. Last viewed October 18, 2009<br />http://www.wikinvest.com/<br />Intomobile. Will Park. Smartphone gains boost Apple and RIM at Nokia’s expense. Last viewed October 20, 2009<br />http://www.intomobile.com<br />Research in Motion. Investor – Research in Motion. Last viewed October 20, 2009<br />http://www.rim.com/<br />Rim Case Study. Last viewed October 21, 2009.<br />http://rimcase.blogspot.com/<br />Telecom.com. James Middleton. Apple, RIM poised to lead smartphone market. Last viewed October 18, 2009.<br />http://www.telecoms.com<br />TechGeer.com. Tara Marriot. Blackberry VS iPhone: The Browse Wars. Last viewed October 19, 2009.<br />http://techgeer.com/<br />
  36. 36. Thank you for listening<br />Any Questions?<br />

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