By

Kunal yadav(2264-15)
Akash Prajapati(2302-15)
Vipul ranjan(2238-15)
Hijam tompok(2303-15)
Ashish kumar(2229/15)
 MARKETING OBJECTIVES
The marketing objectives of the BlackBerry Company are:
To increase the awareness of the BlackBerry Smartphone brands all over
the Globe to tap the vast market of young people who are increasingly
demanding for Smartphone that are better in conformation to market
trends.
BlackBerry aims at positioning and establishing itself in the Smartphone
marketing order for it to be able to compete with the rest of the
companies in the market field.
BlackBerry Smartphone are known for their good email reception apps,
so the company wants also for the consumers to be aware of other
powerful tools that the BlackBerry Smartphone has installed.
BlackBerry Limited also aims at promoting their product and changing
the negative view that has been developing in recent years over the
BlackBerry Smartphone.
The company aims at increasing sales from $12M to $14M by the end of
the year2017
Within the Industry of widgets the company aims at rising from #5 to
#4.
The company aims at increasing their sales 150,000 units
Why people should
purchase BlackBerry
mobiles
BlackBerry device still can deliver a lot of value if you
are looking for a good smartphone.
The build and design
The keyboard
Messaging, mail and social networks
Security
Web browsing
Battery life
BlackBerry was lagging behind the competition in the
app game initially, but with recent updates,
BlackBerry 10 OS devices (the Q and Z series) can run
most Android apps, provided you can get the APK files
for them (not a very difficult task, really).
Android app store and you can confidently assert that
MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
 Marketing Mix- Product
BlackBerry Limited. most notable product is easily
a BlackBerry.
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.
Also, the BBM service is its core competence as
well as a differentiating factor from other smart
phones available in the market.
Main features that a BlackBerry smart phone offers
are:
1. BBM(BlackBerry Messenger)
2. Strong aluminum frame
3. Impact resistant display
 Marketing Strategy of BlackBerry

To create awareness about the BlackBerry brand in the youth

market segment.
Positioning BlackBerry as the Smartphone of choice for the
youth and young professionals.
Highlight BlackBerrys beyond email capabilities.
Marketing Segmentation

Occupation Business professionals :

Quickly access sales, product and organizational data in
any database
Remove the requirement to be near a desktop to view
critical data
Support decision-making with automatic alerts and
automatically refreshed data
Provide at-a-glance performance monitoring for
accelerated action and decision making
Be willing to pay more for the newest products that
provide the function they need
Marketing Segmentation
Behavior Segmentation Innovators :
Successful, take charge people, High self-esteem, Change leaders,
Very active consumers
Pursue the most fashionable products with advanced technology
Like the fashionable design
Like to purchase the products of leading brand
Be willing to pay more for the newest products

Income :
Above 30,000/Month
Purchase the expensive personal products
Pursue the fashion products
 Marketing Segmentation

BlackBerry provides
the solution to
target market
combined with the
business
professional,
innovators and
high income
segments.
 Marketing Segmentation

POSITIONING :
The place a product occupies in consumers minds relative to
competing products.
BlackBerry is a smart phone that ensures consumers to
receive all kind of information instantly, and be able to browse
the Web, make or receive phone calls, organize the day and
much more.
To busy mobile professionals who need to always be in the
loop, BlackBerry is a wireless connectivity solution that allows
you to stay connected to people and resources while on the go
more easily and reliably than the competing technologies.
Positioning BlackBerry

BlackBerrys
Gap analysis Cool features,
serious image
suggested a great look and
vis--vis
position of a low price.
BlackBerrys
smart phone for BlackBerry is the
cool, funky
the youth. way to go!
image.
Marketing Strategy of BlackBerry

18-24 years
Introduce BlackBerry, Tier I cities
for the new market Youth and young
segment professionals
lifestyle;
imagination;
innovation;
Brand personality dreams and aspirations;
power-to-the-people
through technology.
All the features of the
parent brand
Classic in look and
BlackBerry Appeal display.
Available in youthful
colors.
 BlackBerry The Pricing

BlackBerry stormed the market by focusing on enterprise sales

and getting corporate to push the brand among their employees.

To increase market share and popular mind space, BlackBerry

made its smart phones accessible to even middle class
professionals.

They placed phones in all price ranges starting from Rs.12,000

up to Rs.30,000, as well as with different features to suit
different needs, has enabled them to straddle a wider target
segment.
 BlackBerry The Pricing

BlackBerry Q10 BlackBerry 9720

Rs. 38,500 Rs. 14,787

BlackBerry Curve 9360
BlackBerry Bold 4 9900
Rs. 14,100
Rs. 26,899 BlackBerry Curve 3G 9300
BlackBerry Z10 Rs. 13,490
Rs. 25,849 BlackBerry Curve 9320
Rs. 11,160
BlackBerry Bold 3 9780
BlackBerry Bold 9650
Rs. 25,470 Rs. 10,180
BlackBerry Q5 BlackBerry 9330
00 Rs. 23,157 Rs. 8,400
 Promotion Plan for BlackBerry

Engage a youth icon, Ranbir Kapoor, as the Spokesperson

and endorser for the brand. The target audience would be able
to relate to a young endorser and this would leverage the
positioning of the brand.

BlackBerry Ltd. young officials would also serve as the

spokesperson for the brand.

Create a lot of buzz amongst the youth by employing the

youngster as Buzz Agents in colleges and youth clubs. The
buzz agents would promote the brand through online viral
campaigns and word of mouth.
Promotion Plan for BlackBerry
COMPETITOR ANALYSIS

Nokia was the 1st foreign player to enter the Indian market
in 1995.
Gained its foothold by offerings basic mobile phones in
affordable price ranges.
Recently, Nokia launched its latest range of touch screen
and hi-end phones, which are getting quite popular with
Smart phones lovers of India.
Brand Focus:
o Gaming options
o Multimedia
o GPRS
o Faster Internet options
 Competitor Analysis
Apple iPhone is a revolutionary mobile device
One of the most hyped devices in history
o Complete web experience, Wi-Fi
o Creative apps
o iTunes marketplace
o Slick UI, Touch screen
2001 Samsung enters the Indian market

Introduced affordable Smart phones in the market such as

hi-tech multimedia features, camera phones, design
phones, music phones, and web and email phones.
SWOT Analysis-
BlackBerry
Strengths
Has developed an established brand
Highly secure phones
Strong focus on narrow customer segment
BlackBerry brand loyalty amongst niche market of corporate/
business customers
Expanding global consumer base
Has a loyal market share.
SWOT Analysis-
BlackBerry
Weaknesses
Inability to market the brand
BlackBerry OS
Poor presence in the tablet market
Losing brand loyalty amongst non-corporate customers
Market perceptions of devices being for professionals
R&D limited on innovation capabilities
 SWOT Analysis-

BlackBerry
Opportunities
Z10is launching with hub feature- unique to BlackBerry
Growth of tablet and smart phone markets
Obtaining patents through acquisitions
Increasing Apps market (over 100,000 apps goal)
Expanding marketing of Niche Business-class consumers (small/
large businesses)
SWOT Analysis-
BlackBerry
Threats
Rapid technological change
Saturated smart phone markets in developed countries
Large carrier refusing to sell Z10 model.
References

Case study
Marketing text book
www. rim.com
http://forums.crackberry.com
http://gizmodo.com
www.wikepedia.com
www.apple.com/ca/iphone
Conclusion
BlackBerry Limited. has proven to have a strong
track-record in the telecommunications industry.
Its products have been technologically sound and
versatile enough to be a household name while
remaining specialized enough to target business users
specifically.
As the BCG model stresses, the Cash Cow products
must be used wisely to position the company for
long-term success. If this means divesting or cutting
losses on its Dog products, or partnering with
competitors on its Rising Stars, BlackBerry Limited.
needs to act fast to take the appropriate steps. Its well-
established business followers will be ready to follow
their lead.
THANK YOU
FOR YOUR PATIENCE AND TIME.