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For my Sales and Sales Promotion course, I worked with three other students to reposition the Blackberry brand and promote its products to consumers and businesses.
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For my Sales and Sales Promotion course, I worked with three other students to reposition the Blackberry brand and promote its products to consumers and businesses.
Course: MBA 561 - Market Analytics
Research Proposal for our team project. Our study includes both primary and secondary data in the form of preference surveys and existing market data. Topic is relevant to RIM/BlackBerry's loss of market share to Apple/iPhone in the B2C market.
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How does one define whether a firm operating in the mobile phone industry is more or less successful? Some argue that success should be measured using the metrics defined by the titans of industry. Warren Buffet, one of the most successful investors of our time uses “Return On Invested Capital” (ROIC) as the key measure of enterprise success. However, using this measure Apple is only slightly (1.5%) more successful than Research in Motion (RIM) table 1 refers.
However, for the purposes of this paper we have defined success as a firm's ability to strategically position its self as a high-end premium brand, with a reputation as the market leader in quality, customer satisfaction and steadily growing market share. Using these metrics, we propose that clearly Apple is the more successful of the two.../
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Project BBX - Turnaround Plan for Blackberry (Summer 2012)Robin Chan
Today Blackberry announced plans to look for a buyer. Over a year ago, I helped form a secret product and engineering team based Silicon Valley that was keenly interested in taking over the company. We wanted to move the company and its passionate customers to a custom enterprise tier of Android. We saw a troubled company that could be saved. We secured commitments of over $1B to pursue a turnaround. But we needed at least $5B more. Now, a year later, the strategy of an enterprise grade Android company is still sound, but it just might be too late to save Blackberry as an independent company.
How does one define whether a firm operating in the mobile phone industry is more or less successful? Some argue that success should be measured using the metrics defined by the titans of industry. Warren Buffet, one of the most successful investors of our time uses “Return On Invested Capital” (ROIC) as the key measure of enterprise success. However, using this measure Apple is only slightly (1.5%) more successful than Research in Motion (RIM) table 1 refers.
However, for the purposes of this paper we have defined success as a firm's ability to strategically position its self as a high-end premium brand, with a reputation as the market leader in quality, customer satisfaction and steadily growing market share. Using these metrics, we propose that clearly Apple is the more successful of the two.../
The results from a 30 question quantitative survey with over 120+ respondents, and 2 qualitative focus groups were used to analyze perceptions, needs and wants of business users in California and beyond. Results were presented in the paper and a 20 minute presentation, alongside recommendations for both brands.
Marketing: iPhone vs BlackBerry Group PresentationAlexandra Brooks
Counterpart presentation to Apple's iPhone versus RIM's BlackBerry
pdf www.slideshare.net/sachabrooks/20120531-marketing-paperfinal.
Findings and recommendations from a quantitative survey and qualitative focus group marketing management analysis of iPhone versus BlackBerry product. Presented Spring Quarter 2012.
This is our UofC Business Class (Synergy) business audit of BlackBerry (formerly Research In Motion) to determine its viability for potential investors and employees. We want to find out whether BlackBerry presents a good opportunity or not.
A comprehensive investigation into the government’s impact, social trends, ethics, social responsibility, technology, marketing, stakeholders, and financial position was done.
At the end, an overall conclusions and recommendations were provided.
Rufran
The BlackBerry is a line of wireless handheld devices and services designed and marketed by BlackBerry Limited, formerly known as Research in Motion Limited (RIM).BlackBerry devices can shoot video, take photos and play music; these devices also provide essentials such as web-browsing, email messaging, instant messaging, and the proprietary BlackBerry Messenger.
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RIM | Marketing Plan 2012
1.
2.
3. ABOUT RIM
•
Research In Motion Limited (RIM) was founded in 1984 and is
headquartered in Waterloo, Canada.
Company Products:
•
BlackBerry smartphone portfolio
• BlackBerry Bold series, BlackBerry Torch series, BlackBerry Curve
series, and the BlackBerry PlayBook tablet
•
BlackBerry enterprise solutions
•
Software development tools
•
BlackBerry Messenger
•
BlackBerry App World
4. MARKET TRENDS
-USER TREND
•
Internet page views (August 2012)
• Mobile phones - 9%
• Tablets account - 4.3%
•
More than 114 million people in the US own & use smartphones &
apps
• By 2014 -> 157.7 million
•
Most important user characteristic - BEHAVIOR
•
With increased usage comes the need for more power-efficient and
flexible displays.
•
The immediate trend in battery research is the wireless recharging
ability.
5. MARKET TRENDS
-USER TREND
•
Materials used for smartphones - subjected to key factors: weight,
durability and protection
• Graphene will make mobile devices be more resistant to
damage, lighter and ergonomic.
•
To unify experience across platforms, operating system providers
converge their OS across multiple devices.
•
Companies encourage employees to use their own devices -> more
efficient by working in a well-known, familiar environment
•
The increasing demand of smartphones is determining a series of
user behavior alterations (e-commerce, hotel booking, etc.)
6. MARKET TRENDS
-PRODUCT TREND
•
Smartphone success - determined by:
• Hardware
• Software capability
• Intuitive user interface
• Variety of downloadable applications
• Strong user support from the developer community
• Vertical integration of devices
7. SWOT ANALYSIS
-STRENGTHS & WEAKNESSES
Strengths
Weaknesses
• operating system
• Features
• Privacy
• Applications
• QWERTY Keuboard
• Technology
• Blackberry App Store
• Health Concerns
• Battery life
• Software
• Brand Loyalty
• Products
• GPS
• Brand Image/Name
• BBM
11. COMPETITORS
- SOFTWARE
Key Software Factors
• Applications
Total Available Apps in Market (as of 9/12)
• App Store - 700,000
• Google Play - ~700,000
• Windows Phone Store – 120,000
• Security
• FIPS 140-2
12. CONSUMER INSIGHTS
Data source: Smartphone survey report
http://www.realtor.org/sites/default/files/reports/2010/smartphone-survey-report-2010.pdf
13. CURRENT FINANCIALS
-PROFITABILITY
•
Gross margin for its fiscal year 2012 has decreased
•
Net Incomes decreased 10.8%
•
Operating expenses increased 6.6%
• Heavily invested on Research & Development and Selling,
Marketing and Administration. (the development of the
Blackberry 10 line)
RIM Income
Statement for
Fiscal Year 2011 &
2012
14. CURRENT FINANCIALS
-LIQUIDITY
•
Strong liquidity with a large amount of cash on hand. (over $2.1
billion cash on hand as fiscal year 2012)
•
RIM will have sufficient cash to push the launch of Blackberry 10
with an aggressive marketing campaign
•
No debt and a portfolio full of patents
•
However, if sales and profitability continue to decrease for the next
year or two, the cash could be easily burned through quickly.
RIM Cash & Investments 2011 & 2012
15.
16. MARKETING OBJECTIVES
•
“RIM is a company driven by ideas. We believe that innovation
and collaboration will foster sustainable growth for our business.”
•
Marketing Strategy
Young professionals
+
1. Brand Awareness
2. Distribution
3. Market Share
4. Revenues
17. TARGET MARKET
-PRIMARY MARKET
• Corporate and enterprise
• Existing target market
• Dominant Position
• Competitive advantage
• Secure System
18. TARGET MARKET
-PRIMARY MARKET
• Consumer- the younger demographics. (Age between 16-34 years
old)
• The biggest growth in smartphone ownership and usage
• Existing market share
• Brand Loyalty
Secondary Market
-Parents of these young
adults
19. FINANCIAL PROJECTION
•
Projected target results as follow:
• 2013 Target Overall Revenue Growth: 10%
• 2013 Market Share Growth: 2%
• 2013 Total BlackBerry Devices Sold: 55 Million
•
Projected devices sold
In Millions 3-Mar-13
BlackBerry handheld devices sold
55
% change
3-Mar-12
from 2012
12%
49
% change
26-Feb-11
from 2011
-6%
52.3
20. FINANCIAL PROJECTION
•
Projected increase of expenses
• Cost of Sales: 4% increase
• Research and Development: 1% increase
• Selling, Marketing and Administration: 10% increase
• Investment Income: 2% increase
•
RIM Projected 2013 Income Statement
21. PRODUCT
–POINTS OF DIFFERENCE
Caters to Both Sides of Life
• Is perfect for “BYOD”(Bring Your Own Device)
• BlackBerry Balance
• Increased security
23. PRICE
•
Research In Motion used to dominate the smartphone’s market.
•
Blackberry sustained the business environment with a professional and
secure data platform.
•
The Blackberry 10 line is the company’s latest effort to regain its lost
market share.
•
Pricing and distribution strategies depend heavily on the product’s
reviews and perceptions.
•
The IT & tech market is very dynamic - It can easily launch a new
product into space or drown it.
24. PRICE
•
Best pricing strategy: rapid market penetration
• high promotion costs
• high competition
•
RIM is launching a whole line of Blackberry 10 products => pricing
strategies will differ from one product to the other
•
Phone’s features and capabilities - main determinant in pricing
range
25. DISTRIBUTION
•
US carriers that offer special pricing plans (AT&T, T-Mobile, Verizon)
•
Other specialty stores where trained staff answers customers’
questions (Best Buy, Wal-Mart)
•
E-purchasing channels (Amazon.com, RIM.com)
•
B2B - it’s very important that RIM is not dependent on third parties
26. POSITIONING
Position Statement
•
To busy professionals who need to be wired 24/7, Blackberry is
the phone that will provide them with the ability to work
efficiently independently of location and time.
27.
28. COMMUNICATION OBJECTIVES
•
Communication Objectives
• Knowledge and Awareness
• Attitude
• Behavior/Action
•
Communication Strategy
• Can you please pass me my Blackberry?
• Markets Share Focus
• Position Dominance
• Expansion
29. ADVERTISING
Phase 1
Phase 2
Awareness
Sales
Phase 3
Retention and
Reinforcement
PHASE I
•
Prior to the official Blackberry 10 line launching (November December, 2012)
• Teaser
• Revealing
•
Inform the public of the new technology available - informative
advertising
•
Generate higher brand awareness after a long period of decline
30. ADVERTISING
PHASE II
•
During the actual launching of the product (Q1, 2013)
•
Introduce the highly anticipated smartphone to the market
•
Intensive persuasive advertising campaign => generate liking,
conviction and will increase the desire to purchase among the
consumers
•
Objective - increase sales
PHASE III
•
April - August, 2013
•
reminder & reinforcement advertising campaigns take over
•
continue to stimulate and increase purchase
•
reinforce the consumers purchasing decision
31. ADVERTISING
- BUDGET
Promotional Budget Allocation by Type
Public
Relations, $14,
455,000
Monitoring
Controls, $2,89
1,000
Sales
Promotion, $2
13,934,000
Advertising, $3
46,920,000
2013 Total Marketing Budget
$578,200,000
32. ADVERTISING
– MEDIA MIX
•
TV - Nielsen
•
Radio - Arbitron
•
Print Media - MRI/Simmons/ABC
• Magazines
• Posters
•
Online Display - Unique Visitors Per Month/Nielsen AdRelevence
•
Online Magazines
•
Blogs
•
Outdoor (OOH) - Eyes On Ratings
• Billboards
•
SEM - Google Adwords
33. IMPLEMENTATION CONTROLS
•
Check the effectiveness of the 2012-13 3-phase campaign
•
Dashboard
• Brand Awareness
• Advertising & PR impressions
• Click Through Rate
• Conversion Rate
• Leads generated
• Orders Generated
• Unit Sales
•
Evaluation / Optimization
BlackBerry is fighting competitors on two fronts – Hardware & SoftwareIt faces a direct competitor with Apple, who also produces both it’s own hardware and software. Other Hardware competitors are: Samsung, HTC, LG, Motorola & Nokia Samsung, Motorola and HTC are the more prevalent hardware makers for AndroidNokia and HTC currently manufacture hardware with Windows Mobile
The more cash and short-term investments on hand, the lower a firm's risk of failure because management can use the money to carry itself through tough periods.
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