The document outlines the branding and marketing strategy for the Blackberry Passport, focusing on its strengths as a business-oriented smartphone with enhanced productivity features. It emphasizes a shift towards a business-to-business approach in targeting larger companies and presents detailed audience profiles, competitive analysis, and promotional strategies. The marketing plan involves substantial digital and print advertising alongside consumer and trade promotions, all aimed at driving large-scale adoption of the Blackberry Passport.

1. Blackberry
Passport
Allie Dethmers, Vincent Dodero, Jillian Koehnken 1

2. Table of Contents
2
3. Meet the Team
4. Blackberry Passport Background
5. Current Product Positioning
6. New Brand Positioning
7. Target Consumer
8. & 9. Competitive Analysis
10. Consumer Promotions
11. Trade Promotions
12. Sales Force Promotions
13. Alternative Marketing
14. Digital Advertising
15. Budget Breakdown
16. Conclusion

3. Meet the Team
3
Allie Dethmers
Senior IMC
Major
Vincent Dodero
Senior IMC
Major
Jillian Koehnken
Senior IMC
Major

4. Blackberry Passport Background
4
The BlackBerry Passport design was based on the form of an actual
passport, providing a sense of familiarity even in something so new.
The BlackBerry Passport takes Blackberry’s iconic keyboard to the
next level. The physical keyboard gives you more typing accuracy and
leaves you more screen space for viewing. It responds to touch
gestures, so you can scroll web pages, flick to type or slide along the
keys to move the cursor. This product truly brings together all the best
parts of the latest technology. A business powerhouse packed into a
device that is a productive and versatile as you are.

5. Current Product Positioning
“A Wider World”
The Blackberry Passport’s current positioning
strategy is as a wide screened device, capturing
much more screen activity than competitor devices.
Current positioning is targeted to consumers
looking to use more traditional desktop
applications. The Passport uses a business to
consumer strategy that is not clearly positioned to a
specific type of consumer.
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6. New Brand Positioning
The Blackberry Passport’s current positioning strategy is focused on the physical features of the device. The new brand
positioning will take advantage of the added benefits of this device for the excelling business person. The Blackberry
Passport is truly a business powerhouse. This device optimizes traditional and widely used office applications that
business people use on a regular basis. From excel spreadsheets, to email attachments the Blackberry Passport will
make sure work on the go is as easy as in the office.
The Blackberry Passport is currently marketed as a business to consumer product. New brand positioning will focus on
use a business to business approach, targeting large companies in order to encourage large scale adoption. As the
business market becomes more internationally driven, consistency, productivity and efficiency are key to top
performance. The Blackberry Passport is all of these things and more.
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7. Target Consumer
Meet Jim! Jim is a sales representative for a startup software
company. Since Jim is number one in his sales division he is always
checking and responding to email. Although Jim is a great sales rep,
he tends to be late to work most days. Since the Blackberry Passport
is wide enough, his spreadsheets and charts can easily be reviewed
from the palm of his hand on his way to work. This way he is always
on top of his work wherever, whenever.
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Primary Audience: Business Men and Women
Secondary Audience: Middle Aged Adults
Meet Patty! Patty is in her late 40’s. Her eyesight is fading quickly and she’s been finding
that squinting at phone screens to see the small text. The Blackberry Passport Screen is
much wider and readable. Patty also takes pride in her appearance and treats herself to
manicures every three weeks. Since her nails are manicured and on the longer side, she has
been having issues with her smartphone touch screen. Patty loves having a keyboard on her
phone so she can type more easily and still keep her nails looking fabulous.

8. 8
Competitive Analysis
Key Competitors
Apple iPhone Samsung Galaxy
The iPhone is Apple’s premier mobile device. Holding the
most widespread brand power of other tech companies,
the iPhone is the apple of consumers eye.
Owning the largest share of the mobile phone market,
the android operating system is most widely used by
consumers. The Samsung Galaxy is the top android
device on the market boasting incomparable hardware.

9. Competitive Analysis
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SWOT Analysis
Blackberry Passport vs iPhone 6 & Samsung Galaxy
Strengths Weaknesses
Opportunities
-Growth of Tablet and Smartphone Market
-Growing international business market
-Contracts with large businesses
-Loyalty
Threats
-Brand Loyalty to competitors
-The phone market is constantly becoming more saturated
- Constant shifts in technological trends
-Rich media consumption
-Photo editing
-Poor Presence in the Mobile Market
-Blackberry Operating System
-Durability
-Battery Life
-Optimized desktop applications
-Expandable memory
-Great Mobile Operating System

10. Consumer Promotions
Our team decided to use a business to
business positioning strategy through
encouraging companies to adopt the
Blackberry Passport on a large scale.
Efficiency in integration is a large
selling point of this product.
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11. Trade Promotions
For our Trade Promotion tactic we
decided to create a video promotion
of business employees on their
lunch break testing out the
Blackberry Passport in comparison
to their narrow smartphone. This
video would act as an advertisement
on both the internet community as
well as television commercials.
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12. Sales Force Promotions
If a sales representative is able to meet a target of group sales they will be rewarded with a trip to Arizona for a week
long retreat. Because our promotional plan is based on large scale adoption by companies and businesses, it is crucial
that our sales force always be pushing the idea of widespread use.
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13. Alternative Marketing
Here we created a Blackberry
comparison advertisement placed in
an airport. We chose an airport as a
primary location so we could target
our primary audience of traveling
business men and women.
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14. Digital Advertising
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Our target market is always on-the-go and in-the-know with
the latest and greatest innovations in their field. Because of this,
we felt it was important to target them using industry news
websites by creating mpu rectangular ads featuring promo
codes.

15. Budget Breakdown
Blackberry Passport Budget: $750,000
Print Ads (Direct mail, In-Flight magazines): $300,000
Out of Home Ad: $200,000
YouTube Trade Promotion Video: $200,000
Digital Ad: $47,000
Sales Force Promotion Retreat: $3,000
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16. Summary
Blackberry users are the innovative trendsetters ready for anything. They are
bold, fearless, driven and, most importantly, connected. We will target them in
a language they know best: digitally. As forward thinkers, they are on-the-go,
always striving for the best and brightest. Through a seamless integration of
out-of-home, print, digital, and YouTube promotions, we can motivate
businesses and its employees to join Blackberry’s mission of connecting a
bigger world. We will reward those who reach sales based goals with the
ultimate all-inclusive vacation, sponsored by Blackberry.
It is with our hope that we can use Blackberry and its profound network to
make the big world a little smaller, only with the Blackberry Passport.
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