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RIM | Marketing Plan 2012
Research In Motion (RIM) is a Canadian company known for developing the BlackBerry smartphone. The document discusses RIM's products, market trends showing increasing smartphone usage, a SWOT analysis and competitors. It outlines RIM's marketing objectives to increase awareness, distribution and market share through targeting younger professionals and consumers. Financial projections estimate 10% revenue growth and 55 million devices sold in 2013 with increased marketing expenses. The positioning focuses on BlackBerry providing efficiency for busy professionals.
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RIM | Marketing Plan 2012
- 3. ABOUT RIM • Research InMotion 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 • Internetpage 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 • Materialsused 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 • Smartphonesuccess - 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
- 8. SWOT ANALYSIS -OPPORTUNITIES/THREATS Opportunities Threats • Blackberry10 line • Competition • Pricing • Consumer tastes • Applications • Barriers to entry • Cell phone industry • Unique Features • Younger generation • Last chance • Marketing • Consumer expectations • Competition
- 9.
- 10. COMPETITORS - SOFTWARE Android 91.5% iOS 57.3% Microsoft Windows 140.0% BlackBerry -34.7%
- 11. COMPETITORS - SOFTWARE Key SoftwareFactors • 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 marginfor 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 liquiditywith 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
- 16. MARKETING OBJECTIVES • “RIM isa 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 targetresults 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 increaseof 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 Catersto Both Sides of Life • Is perfect for “BYOD”(Bring Your Own Device) • BlackBerry Balance • Increased security
- 22. PRODUCT –POINTS OF PARITY • NewApp store • Touch screen phones
- 23. PRICE • Research In Motionused 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 thatoffer 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 busyprofessionals 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.
- 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 Phase3 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 theactual 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 BudgetAllocation 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 theeffectiveness 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
- 34.
Editor's Notes
- #10 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
- #15 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.
- #19 The primary target fits into the Claritas PRIZM segments of:Urban AchieversUp-and-ComersCity Startups