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Blackberry
- 1. Tanay shah Marketing head RIM-Blackberry India Presents Re-marketing of BLACKBERRY PHONES ONE BRAND ONE PROMISE.
- 2. COMPREHENSIVE RESEARCH ANALYSIS OF BLACKBERRY THORSTEN HEINS CEO OF RIM LIMITED
- 3. COMPANY PROFILE The name blackberry was coined by Lexicon Branding. Blackberry Limited , formerly known as RESEARCH IN MOTION LIMITED. It is a Canadian telecommunication and wireless equipment company. The company is headquartered in Waterloo , Ontario , Canada. It was founded by Mike Lazaridis , who served as its co – CEO along with Jim Balsillie until January 22, 2012.
- 4. INTRODUCTION The first Blackberry device, the 850 was introduced in 1999 as a two pager in Germany. The Java based Blackberry OS was intended to operate under much different , simpler condition and high security enterprise. Our stock ticker on the NASDAQ exchange as BBRY. 14 million Blackberry users in over 135 countries. Fairfax bought Blackberry for 4.7 billion dollars.
- 5. PRIMARY RESEARCH A survey was conducted on a sample of 30 individuals, from the age group 15-55 comprising 15 males and 15 females. The survey , although was conducted on a small scale, shows some emerging trends and demographics.
- 6. MARKET SURVEY Which Smartphone do you use? 4 Nokia 9 3 34 Samsung Blackberry 30 HTC 20 Apple Others What do you use your Smartphone most for? 24 3 12 8 SMS CALLS INTERNET & EMAILS 42 GAMES APPILICATIONS
- 7. PRODUCT LINE Blackberry Bold Blackberry curve Blackberry Z10 Blackberry Playbook and many more.
- 8. 1. GEOGRAPHIC 2. DEMOGRAPHIC 3. PSYCHOGRAPHIC 4. BEHAVIOURAL
- 9. TARGETING ENTERPRISE CUSTOMERS BLACKBERRY “COMPANY DECESION” NON-ENTERPRISE CUSTOMERS BLACKBERRY “PERSONAL DECESION” •HIGH END USERS •AGED 15-25 YEARS •AGED 25+ YEARS •MAINLY STUDENTS •MAINLY MID TO SENIOR LEVEL MANAGEMENT PROFESSIONALS •PERSONAL OR ENTERTAINMENT USE •COSMOPOLITAN PROFESSIONALS •YOUTH WHICH WILL HAVE WHO USE IT FOR OFFICE FINANCIAL POWER PURPOSE •BOTH MALES AND FEMALES •BOTH MALES AND FEMALES Blackberry is slowly establishing leadership position in the segment with its new products. Today it has a range of models targeted at every possible consumer segment. Even foe those who have barely crossed their teens.
- 10. POSITIONING Its objective is to occupy a clear, unique and advantageous position in the consumer’s mind” Blackberry having its presence globally will favour to introduce new products in India. Extending the Brand from its origin to various other products, thus exploring new segment of customers . Positioning Blackberry as a Smartphone choice for the youth and professionals.
- 11. 4 P’S
- 12. BCG MATRIX 1111
- 13. MARKETING STRATEGIES Sell on value , not Price. Populate and Promote BB app world. Focus on serving the customers so that they continue to open their wallets. Educate , show & tell them how it will improve their lives. Customer service. Product differentiation.
- 14. The Differentiated Indian Market URBAN USERS RURAL USERS •BUSINESS USES •AFFORDABILITY •LIFESTYLE •CONNECTIVITY •STATUS SYMBOL •BATTERY LIFE •ADVANCED FEATURES AND APPLICATIONS •NETWORK EXPANSION •LOW TARRIFS
- 16. REPOSITIONING OF THE PRODUCT THROUGH ADVERTISING
- 17. SWOT ANALYSIS
- 18. DISTRIBUTION CHANNEL 5 Biggest Suppliers account for 90% of its production cost. PRODUCERS Elcoteq Jabil Circuit Multifine Line Electro Qualcomm DISTRIBUTORS DEALERS & RETAILERS CUSTOMERS
- 19. COMMUNICATION STRATEGY ADVERTISING TV , PRINT , RADIO, BILLBOARD DIRECT MARKETING CORPORATE EVENT MARKETING SPONSORS PR AND PUBLICITY BRAND BUILDING NEW MEDIA FACEBOOK TWITTER YOUTUBE
- 20. CONCLUSION Taking all alternatives into account, we have made the decision to implement more concentrated and aggressive marketing development strategy. Blackberry plan of action will target their already existing clients i.e. young professionals, senior executives, alongside a younger and more recreational based consumers. By aiming their sights on up and down consumers, Blackberry can build upon relationships with their target market from a young age and develop their sustainability as a company simultaneously.
- 21. THANK YOU
Editor's Notes
- GEOGRAPHIC - Major Metropolitan Cities i.e. Delhi , Mumbai , Chennai , Bangalore etc.because of its busy lifestyle its easier for the people to use it whenever they are travelling.DEMOGRAPHIC - calls for dividing the market in to different variables such as age gender sex and income. Young people use it for bbm. Girls prefer light and Compact phones , depending upon peoples income.PSYCHOGRAPHIC - the difference in social class, life stage or personality characteristics to segment. Business people4. BEHAVIOURAL - projecting and emphazing on the features and characteristics of the phone. Basically have full knowledge about your product. Creating a brand image in the consumers mind.
- “A specific group of customers at which a company aims its products and services”
- PRODUCT – Blackberry is a line of wireless handheld device. it supports the following features:- push email, Mobile telephone, text message, internet, web browsing, other wireless service, operating system, camera picture quality, size , color , - main feature is BLACKBERRY MESSENGER (BBM). It is a software for sending and receiving instant messages via BBM pin. One of the fastest messenger on a SmartphoneIT ALSO INCLUDES VARIOUS MODELS SUCH AS : Blackberry 8300 (curve) Blackberry pearl Blackberry bold 3G Blackberry torch Blackberry Playbook PRICE – Blackberry Bold 9900 – 32,290 , Blackberry Pearl – 24,229 , Blackberry Q10 – 44,500 , Blackberry Curve – 9,000.Blackberry has strategically placed their smart phones in all price ranges, with different features to suit different needs and also people can purchase according to their budget.PRICING STRATEGIES – Price SkimmingPLACE – available in 135 countries worldwide for all age groups. Mobile store, croma, blackberry outlets , Vijay sales , e zone , planet mPROMOTION – offers when you purchase a new phone , students discount , free portable charger , mobile network schemes , 24months warranty , Bluetooth.
- Cash Cows, are units with high market share in a slow-growing industry. These units typically generate cash in excess of the amount of cash needed to maintain the business. They are to be "milked" continuously with as little investment as possible, since such investment would be wasted in an industry with low growth. BLACKBERRY BOLD 4 & BOLD 5Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry. These units typically "break even", generating barely enough cash to maintain the business's market share, not generating cash for the company. Dogs, it is thought, should be sold off. Blackberry playbook.Question marks (also known as problem children) are business operating in a high market growth, but having a low market share. They are a starting point for most businesses. Question marks have a potential to gain market share and become stars, and eventually cash cows when market growth slows. If question marks do not succeed in becoming a market leader, then after perhaps years of cash consumption, they will degenerate into dogs when market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share. BLACKBERRY Z10 AND Q 10Stars are units with a high market share in a fast-growing industry. They are successful question marks and become a market leader in a high growth sector. The hope is that stars become next cash cows. Stars require high funding to fight competitions and maintain a growth rate. When growth slows, if they have been able to maintain their category leadership stars become cash cows, else they become dogs due to low relative market share.BLACKBERRY CURVE & BOLD 3
- THIS AD SHOWCASES EVERY FUNCTION OF THE BLACKBERRY HANDSET, INSERTING THE TAGLINE ‘ LOVE WHAT YOU DO’ ON EACH ONE.THE BLACKBERRY 10 – THIS SMARTPHONE WASN’T MEANT ONLY FOR STUFFY CORPORATE SUITS BUT ALSO FOR THE YOUNG PEOPLE WHO WERE NATURALLY INCLINED TO THIS HIGH END GIZMO.
- STRENGTHS – Qwerty keyboard , Blackberry Messenger , High product value of the blackberry line , largest wireless design group , faster email access.WEAKNESS – Limited product line , weak launches of different phones eg:- Flip phone , restricted image of a product for professionals , limited market reach.OPPORTUNITIES – grow on international expansion , appeal to new markets , expanding depth in the Smartphone line.THREATS – Weakened economy due to recession , competition, more Smartphone options eg:- I phone and Samsung , possibility of becoming a passing brand.
- Retail outlets such as croma, e zone, planet m, blackberry stores, mobile store, Vijay sales.