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marketing presentation on blackberry
- 2. Executive summary Environmentalanalysis attract business savvy x generation (1965-1978) people. Make their life go easier. Marketing environment Affected by forces:- • Competitive forces • Economic forces • Political forces • Legal and regulatory forces
- 3. Target marketing Introduced new large screen keyboard-equipped phone. Targeting specific customer groups • business professional • Aficionados Marketing objectives Achieve $850 million sales income Increase shares
- 4. Performance Swotanalysis Strength Weakness Opportunities Threats Marketing mix • Product • Price • Place • promotion
- 5. Controlling strategies Summary of marketing results and controlling
- 6.
- 7. Environmental analysis BlackBerry asa company planned mainly to make their product appealing to corporate America executives who are very business savvy from Generation X which are people born between 1965 and 1978. These individuals who pay keen attention to the latest technology and recreational product that would help to make their life go easier. These are the people who always needed to be connected to the world, their jobs and their everyday life.
- 8. Conti…. BlackBerry haswiden its marketing environment just by simply changing their designs to appeal to the market consumers. By giving consumers choices it gives them room for improvement and by giving consumers these choices they get to figure out what consumers at what age generation is looking for from their phones.
- 9. The marketing environment Competitive force: - The Blackberry is taking the cell phone industry by storm. It has attracted not only business men but also young teens that are drawn by its instant online access and free instant messaging to anyone around the world. Despite its increasing popularity, there is still increasing competition within the cell phone market. For example:- Samsung , apple , lg.
- 10. Conti….. Economic forces:- Economy in tells the production and consumption of goods and services. As far as Blackberry is concerned the economic system is critical as it can control what the organization is to produce ,how it should produce and the category of recipient who should use their end products.-n one hand aspects of international trade is important for Blackberry being the global supplier of mobile phones and on the other hand the knowledge concerning the nation’s economic status.
- 11. Political forces:- The Political factors relates to the factors which the government also affects such as government instability or rules and regulations which the business must follow. have manufacturing facilities in Mexico ,china, Canada and Indonesia and because of this it is important that Blackberry follow the rules and regulations that are set in these countries , so that they can operate as efficiently as possible. For e.g.:- wage rate, health and safety regulations.
- 12. Legal andregulatory forces:- NTP has licensed its mobile email patents to Visto , Nokia , Good Technology, RIM and all of RIM's partners. The RIM license agreement was part of an overall settlement of a patent infringement lawsuit brought by NTP against RIM. NTP has attempted to license to Palm, Inc., but license negotiations have broken down. On November 6, 2006, NTP announced that it had filed a patent infringement lawsuit against Palm, Inc. in response to the breakdown in licensing talks.
- 13. Current market objectivesand performance… Objective :- according to 2015 calendar year. 1.Achieve a $850 million dollar sales income. 2.Increase market share from 1.5% to 3% Blackberry marketing objective will be reached by making sure that all forms of advertising, public relations and promotion will reach all target markets.
- 14. Conti…… PERFORMANCE:- Revenuereached from $996 million to $10 million from last quarter or 1%. Gross margin climbs from 43% to 48%. Revenue earned on 1.6 million devices as compare to 1.3 million last quarter. Operating expenses dropped another 13%.
- 15. SWOT ANALYSIS Strengths Secure phones TheEMM EDGE QNX QWERTY keyboard feature on the smartphones Asset tracking feature Weaknesses POOR BRANDING LIMITED APPLICATIONS GOVERNMENT DEPENDENCY POOR TABLETS PERFORMANCE Opportunities INCREASING TABLETS MARKET Grow on international expansion CLOUD BASED SERVICES Develop and diversify marketing strategies Appeal to new markets Threats TECHNOLOGICAL CHANGE MARKETING SATURATION INCREASED COMPETITION GOVERNMENT COMPETITION
- 16. MARKETING OBJECTIVES thepayoff of the push into security and privacy but also more of an enterprise focus, more of a software focus, cross- platform focus by launching the products like priv ,porsche designed products and other.
- 18. TARGET MARKETING Divide themarket in four segments:- AFFORDABLE -contemporary yet affordable CLASSIC- Powerful yet uncomplicated PRESTIGE-Unique yet purposeful INNOVATIVE-High design yet functional
- 19. TARGET 2- NOONE ENTERPRISES SECURITY BETTER “Detractors of BlackBerry should note that unlike Sony, no BlackBerry Enterprise-using company has reported any serious security breach this year,”
- 20. Marketing Mix: The 4Ps of Blackberry THE PRODUCT BlackBerry is a line of wireless handheld devices developed by the Canadian company, Research In Motion (RIM). The BlackBerry Smart Phone supports the following features: • Push e-mail • Mobile telephone • Instant messaging features: BlackBerry Messenger (BBM) • Text messaging • Internet faxing • Web browsing • Multi-touch interface • Other wireless information services
- 21. BLACKBERRY MESSENGER BlackBerry devicesuse the proprietary BlackBerry Messenger, also known as BBM, software for sending and receiving instant messages via BlackBerry PIN. Blackberry Messenger is one of the fastest messengers on a smartphone.
- 22. BlackBerry Priv_ $899.00 BlackBerry Passport _ $612.56 BlackBerry Classic _ $498.98 BlackBerry Leap _ $348.88 BlackBerry P’9983 _ $1007.83 BlackBerry Z30 _ $349.99 Blackberry P’9982 _ $610.49 BlackBerry has strategically placed smartphones in all price ranges, as well as with different features to suit different needs. They have given people the option to choose from a variety of models according to their need and budget, while maintaining the availability of signature features like BlackBerry Messenger and Push-Mail service in all the brands so that the essence of having a BlackBerry can be experienced by all the users across different budget ranges. “A variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists. We have built up a portfolio at different price points to target different segments of consumers,” PRICE
- 23. American Virgin Islands Anguilla Antiguaand Barbuda Argentina Aruba Australia Austria Bahamas Barbados Belgium Bermuda Brazil British Virgin Islands Canada Cayman Islands Chile China Colombia Cyprus Czech Republic Denmark Dominica Ecuador Estonia French Guiana Finland Former Yugoslav Republic of Macedonia (FYROM) France Germany Greece Grenada Guadeloupe Guam Guyana Hong Kong Hungary Iceland India Indonesia Ireland Isle of Man Italy Jamaica Japan Latvia Liechtenstein Malaysia Malta Martinique Mexico Moldova Monaco Montserrat Netherlands Netherlands Antilles New Zealand Norway Panama Paraguay Peru Poland Portugal Puerto Rico Romania Russia Saint Eustatius Saint Martin Saint Pierre Saint-Barthelemy Saba San Marino Serbia & Montenegro Singapore Slovakia Slovenia South Africa Spain St. Kitts and Nevis St. Lucia St. Vincent and the Grenadines Suriname Sweden Switzerland Trinidad and Tobago Turkey Turks and Caicos Islands United Kingdom Ukraine United States Uruguay Vatican City Venezuela BlackBerry is currently available for sale in the following countries:
- 24. THE DIFFERENTIATED MARKET • Businessuses • Latest applications for the business user • Advanced features and applications • Lifestyle • Status symbol Urban Users • Affordability • Connectivity • Battery Life • Network expansion • Low tariffs • Lucrative Offers Rural Users
- 25. TARGET MARKETS BlackBerryhas divided its target market into two basic segments: PROMOTION Enterprise customers BlackBerry was a "company decision". Non-Enterprise customers BlackBerry was a “personal decision”. Enterprise customers High end users Aged 25+ years Mainly mid to senior level management professionals Cosmopolitan Professionals who use it for office purpose Both males and females Tier I cities BlackBerry has already established leadership position in this segment. Non-Enterprise customers Aged 15-25 years Mainly students Individuals who use it for personal or entertainment purposes Youth which will have financial power tomorrow Both males and females Tier I cities Today, it has a range of models targeted at every possible consumer segment—senior management professionals, young executives, women, and even those who have barely crossed their teens.
- 26. MARKETING STRATEGY OFBLACKBERRY Youth Marketing Strategy BlackBerry has been quick to understand the needs of its young customers. In the last 8-10 months, this segment has grown phenomenally. This segment comprises the youth who do not have the financial power today but will have so tomorrow. This segment, which has a huge need to be connected, is growing for smartphones and specifically for BlackBerry. So, while it has a range of pink, pearl and crimson models to entice women, there’s also a variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists.
- 27. Repositioning of TheProduct through advertising
- 28. ‘Love what youdo’ This ad showcases every function of the Blackberry handset, inserting the tagline ‘love what you do’ on each one. ‘We’re the BlackBerry Boys’ The ‘BlackBerry’ Boys advertisement created by Ogilvy and Mather in 2010 said it all—this smartphone brand wasn’t meant only for stuffy corporate suits—the young and the savvy were naturally inclined to this high-end gizmo.
- 29. CONCLUSION All the aboveads seem to have a common theme. Black Berry has set out to target a younger, more fun-focused consumer. It can be concluded that the BlackBerry brand is repositioning itself, as its primary audience is no longer corporates.
- 30. MARKETING RESULTS BlackBerry (BBRY)announced its fiscal 1Q16 earnings, revealing a non-GAAP (generally accepted accounting principles) loss of $0.05 per share. This was a setback for the company and its investors, as BlackBerry had hopes of once again becoming profitable on a consistent basis.
- 31. CONTROLLING STRATEGIES BlackBerry ison track to double its software revenues in fiscal 2016. BlackBerry won 2,600 new customers in the last quarter. BlackBerry promoting its enhanced SIM-based solution to carriers
- 32.