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RIM Blackberry Swirl marketing plan targets Canadian youth
- 1. By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield
- 2. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Marketing Objectives • Increase market share among younger generation by 5 % in Canada in 2011 • Launch new Blackberry Swirl phone line, directed at North American youth • Increase sales in Canadian Market by 5%
- 3. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Basis For Segmentation • Identifiable • The Target Market can be easily identified through the demographic feature of age and geographic region of North America. • Accessible • Television and Cinema advertising, Billboards and event sponsorship are all appropriate communication and distribution channels that can be used to reach our target audience • Substantial • The North American youth is of substantial size and is rapidly shifting towards the smart phone market
- 4. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Basis For Segmentation • Meaningful • This technically savvy generation are early adopters of new technologies and are ever increasingly connected with one another and the world surrounding them. • Durable • Retaining this segment as lifelong customers is an extremely important component of the target market. It can be noted that it costs as much as 6 times as much to gain a new customer than it does to retain a current one.
- 5. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Target Market Canadian Target market • Population aged 12-24 approximately 6 million • Target market is gender neutral • Target geographic market spans across all of Canada but heavily concentrated on high populated areas • Focus on lower income brackets then previously Target Audience • Target children of parents who use blackberry Smartphone devices • Tech savvy kids who use computers, video games, the Internet • Kids, teens and young adults who already have cell phones • Teens and young adults who watch Canadian sports teams as well as MTV and other members of our target market who will be viewing our promotions
- 6. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Positioning Strategy • RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.
- 7. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Competitive Approach • Superior benefits: Blackberry Messaging, Military-grade Security Platform, BlackBerry Internet Service • Competitive Advantages: • Use on almost every carrier in the world (over 475) • Available in 5 form factors (small or large or no keyboard, flip, & candy-bar) • Removable/expandable battery and expandable memory • Allows programs to multi-task • More Competitive Approaches: • Expand product lines and services • Expand into foreign markets and build partnerships • Be aware of competition, expectations, and demand • Partner with software developers and add applications
- 8. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Proposed Budget • Selling According to Kantar Media, RIM spent $183 million on U.S. media for the first nine months of 2010 • a increase over the $111 million it spent for 2009 • With revenue's in Canada roughly 9% of what it is in the states, we will assume a total marketing budget of 16.5 million in Canada 58% 5% 10% 27% Fiscal 2010 Geographic Revenue Mix United States Canada United Kingdom Other
- 9. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Proposed Budget • Corporate boxes in major arenas (5@ 180k each) $800 000 • Grey cup sponsorship 250 000 • Commercials 2 000 000 • MTV Canada, Comedy Network & Much music • Billboards 400 000 • Advergaming with EA sports 100 000 • Pin it to win it 200 000 • (booths, in store advertising, online advertising, stadium advertising) • Online advertising 250 000 • (Facebook, Youtube, various tech websites) • CFL sponsorship 300 000 • Cinema advertising + 100 000 • Total budget for IMC $4 500 000
- 10. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Overall Communications Objectives • Strengthen brand loyalty • Retain young consumers for life • Change consumers’ perceptions • Maintain a positive public image • Increase brand awareness • Offer additional multimedia components
- 11. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Strategy • Your World Your Swirl • Mass Customization • Engravings • Colour Schemes • Product Specifications Friends CommunityWorld Get Connected
- 12. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Executions • Promoting • Exclusive RIM event • Pin it to win it • Our new product line: Black Berry Swirl • Promotional give away • The following mediums will be used • T.V commercials • Cinema advertising • Billboards • Event sponsorship
- 13. BBM: Black Berry Messenger *this is a concept commercial*
- 14. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Media Strategies
- 15. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media
- 16. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media
- 17. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media Media Strategies • Advergaming
- 18. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Media Strategies • Pin it to Win it
- 19. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Media Strategies • Pin it to Win it
- 20. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Flow Chart • Super bowl, February 6th 2011 - CTV • Grey Cup November 27th 2011 • Fifa , October 1st 2011– EA sports Canada • Blocks of 30 Seconds spots with MTV, And Comedy • Pin It to Win it event, All year round • Downtown Billboards, Full year contracts
- 21. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Thanks you for your time, Questions?