Marketing 

Strategies
A marketing strategyis needed in the business
or definitely  business should have a marketing strategy.
As we all know that this is very important of all business,
because this will help a business to find a customers and
promote their product and services to get more sales.
Marketing strategy in  businessplan will reaching
prospective consumer that will turn into potential
customers. Marketing strategies consist of six concepts
these are Definition of the Market, Determination of the
Market Share, Positioning Strategy, Pricing Strategy,
Distribution Strategy and Promotion Strategy.
a. Definition of theMarket — Blackberry is a
line of wireless handheld device developed by the
Canadian company. It has long been known as the
phone with email access on the go, with security
that has been difficult to match for its
competitors. Service its competence as well as a
differentiating factor from other smart phones
available in the market. Blackberry smart phone
offers are Push Email, Instant messaging
features(BBM) ,Mobile Telephone, Text
Messaging, Internet Faxing, Web browsing and
Multi-touch interface.
 
Key SuccessFactors
1.CreativeTechnology- Blackberry provide
benefit to its target customer. They have new
features use to their device for a business tools,
social or networking tool. So that they perceived a
professional tool and attract early college
students, tech savvy individuals, and regular
users.
2.InnovativeTechnology- To improve the product
and ideas, the innovation of social media and apps
—such as FB,Twitter,Myspace etc. Also to
upgrade Camera,VideoRecording,Multi-Tasking
and the like. And to maximized the multimedia
memory available and to save battery while using
your gadget.
 3.Rich PC Web Browsing- Includes
fullHTML webkitbrowser, Eco-friendly design-
Small, compact with all the power of a genius,
smart phone, made in part w/ 25% recycled
plastic included phone tracking and locater-never
lose your precious phone again.    
 
b. Determination of the Market Share 
Blackberry gained market share  inthe mobile
industry by concentrating on email.
Objectives- To create awareness about the
Blackberry Brand in the youth market segment.
Positioning Blackberry as the Smartphone is the
choice of youth  and young Professionals 
 
MarketSegmentation
Target customers: Anyone who is college
students, business professionals, youth, young
professionals and  regular consumers can afford
to buy the product. 
Target Market: Our target market those
individuals who has desire to use blackberry
smart phone products for communication, and
automation for both business and personal uses.
Location: Makati and nearby cities, Philippines
and also other countries.
Age: 20 to 65 yrs. Old
Business Professionals: Be willing to pay more
than the newest product that provide.
Brand Personality – lifestyle, imagination,
innovation, dreams and aspirations, power to the 
People to the technology.
Blackberry Appeal- classic in look and display,
available in youthful colors.
 
• Number of Prospects Target Market- 

• Product and Service purchased by the

target market-

• Annual Purchase-
 
c. Positioning Strategy
Blackberry has positioned itself away from the
market by focusing on the concepts of
communications, efficiency, effectiveness, and
productivity.
 
Target MarketPositioning
The place of a product occupies in consumer
minds relative to competing
products. Blackberry(BB) is a smart phone that
ensure consumers to receive all kind of
information instantly, and be able to browse the
web , make or receive phone calls, organize the
day and so on. BB is a wireless connectivity
solution that allows you to stay connected to
people and resources while on the go more easily
& reliably than the competing technologies.
 
Positioning Blackberry Gap
Analysis suggest a position of a smart phone for
the youth. Blackberry’s serious image, cool
features, funky image, great look and low price.
 
Questions that you must considered in Positioning
Strategy:
1.What does the customer really want to buy in
the firm?
-Customers have different standards or definition
when it comes to quality of a product or services.
So that Blackberry need to know
the demand,wants,need of a customer.To our
potential customers wants four specific features,
improvement quality of a camera, expanded
profiles, enhanced customations of the home
screen and auto correct features. 
 
2.How is the product or services  different from
the competitors?
-Blackberry have their own strategy to compete in
the market .Their main goal is to meet
the standard ,satisfiedand loyalty to their
customer. They offer product and services 
that is unique.
 
3.What makes the product or service unique? 
 -Blackberry smartphones have two major
advantages. They used a special server
technology that sat between the phone and email
systems to provide better performance. Because
of the way they worked, they also offered a higher
level of security than other systems.
 
 
 
 
d. Pricing Strategy 
Blackberry’s market focused on enterprise sales
and getting corporate to push the brand among
their employees.To increase market share and
popular mind space.BlackBerry  madeits smart
phones accessible to even middle class
professionals. The phone in all price range s
starting from R.s 11,000 to Rs.25,000, with
different features to suit different needs,
has enasbled witjtarget segment.
 
 
e. Distribution Strategy 
• Direct Marketing: The Company uses direct
marketing for reaching out a large number of
audiences and that too without being hassled.
It includes the medium of radio and TV along
with email and catalogs. This helps in boosting
the sales which will create a great impact on
the annual revenue of the company. 
• Public Relations: Blackberry knows how to
develop a friendly interaction with the
consumers that will help the business. It
considers Public Relation as a tool to develop a
strong relationship with the people. That’s why
it always shows a keen interest in public
appearances, press release, and news and in
any other event sponsorship.
• Sales Promotion: Promotion is the best and
reliable way to become noticeable by a large
number of people. Blackberry often utilized
this facility in great ways. It facilitates sales
promotion via coupons, contests, samples,
premium, demonstration, displays, and
incentives.  
• Integrated Marketing: The strategy of
Integrated Marketing has a crucial role to play
for Blackberry Strategies. It taps in increasing
the sales which turn out to be the company’s
profitability in the end. To retain and appeal
more consumers consumer satisfaction is
required which is prioritized by the
Blackberry. It is one of the prime strategies of
the company which leads to the top of the chart
for the ultimate mobile phone solution. 
• Online Marketing: When the technology is
transformed and smart communication systems
are developed, Blackberry has taken full
advantages of it. It includes marketing via a
larger mode of platforms. Blackberry focuses
on marketing via micro-blogs, Podcasts
Internet radio, TV, RSS, Pay-Per-Click, SEO
and email. Affiliate Marketing Blogs is also
another online marketing medium used by
Blackberry.
• Social Media Marketing: It is the emerging
trend used by Blackberry for marketing its
products. It is the largest platform one can
even obtain for marketing purposes. It allows
the company to set a direct connection with the
new as well as existing customers. Therefore,
the company can obtain the feedbacks of the
customers on the basis of the outlook of the
phone, its features, and its flawlessness and
smooth operational capabilities. Accordingly,
if any major issue can be found, the company
will address it as soon as possible to make the
model impeccably outstanding.
 
 
f. Promotion Strategy
 
1.Advertisement
Promotion Plan for Blackberry, the Spokesperson
and Endorser for the brand are young
professionals. The target audience would be able
to relate to a young endorser. Others young
Officials, Agents would also serve as
spokesperson for the brand, some of them
may introduced in colleges and youth club.
Agents would promote through online viral
campaigns and word of mouth.
 
2.Packaging
Blackberry packaging radiates that whatever is
inside really means business. The box is plain
matte  black rectangular  as many other
smartphones packages, the logo of Blackberry
embossed all over it, which act as the graphic
background it look like a alligator skin. An image
of the phone in front of the box with the words
“Secure Smartphone” written underneath
,boasting the company’s long- standing reputation
for smartphones fit for handling sensitive
information with enterprise management. It has a
magnetic flap that opens to the left like the front
cover of a book, under this flap had Blackberry
Motion itself. Inside take a look a documentpack,
welcome card, quick start guide, and warranty
information. On the back of its packaging it has
a Sim tool.
 
-Included in the box is USB-C cable, quick
charger, earbudsand some additional ear tips in
different size or volume. These earbuds has a
Blackberry Logo on each bud. 
 
 
3.Public Relations
Blackberry is Leading Agile, Efficient and Secure
Mobile Security Solutions for Government. The
Government use Blackberry because they secure
the privacy of the government and encryptions
standards. Because of this BlackBerries are
perfect for handling secret and classified
information whether is public or private sectors.
 
 
4.Sales Promotion
Blackberry use this strategy to attract more
customers and to introducedalso their
 products. They  givecoupons, incentives,
discounts, and they have also a contest to give
more prizes.
      5.Personal Sales

• Pricing procedures they built different

features and different value or price according
to its quality.