MARKETING PROJECT

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 The Team

Mahesh Sundar ( 1803017)

Chandan Bharti ( 1803010)
Siddharth K ( 1803031)
Kavipriya ( 1803015)

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 SHORT INTRODUCTION -BLACKBERRY

• RIM (BlackBerry) in 1998 became a $20 billion company from nothing in less than a decade.
• At its peak, Blackberry owned over 50% of the US and 20% of the global smartphone market, sold over 50
million devices a year
• Blackberry journey is not only a disruption story but also a story of the speed of the technology race.
• Technology had enabled BlackBerry to quickly penetrate the consumer market.
• BlackBerry was the producer of the world’s first widely-adopted premium smartphone brand., had its device
referred to as the “Crack Berry”.
• Four or five years later, it was back down to a $3 billion company, gasping for breath.

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BACKGROUND ABOUT BLACKBERRY

 BlackBerry was founded in 1984 (as Research in Motion)

 Originally a developer of connectivity technology like
modems and pagers.
 In 2000, the company introduced its first mobile phone
product in the BlackBerry 957, which came with
functionality for push email and internet.
 Over the ensuing decade, the BlackBerry became the device
of choice in corporate America due to its enterprise-level
security and business functionality.
 Even after the competitive entry of the iPhone in 2007 and
Google’s Android OS in 2008, BlackBerry was certainly not
destined for failure.
 In fact, BlackBerry continued to dominate the smartphone
market through 2010, when it still held over 40% of domestic
and nearly 20% of global market share

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 WHY IT FAILED ?

 Slow market reaction to competition.

 Focusing on the wrong end market
 Misunderstanding the smartphone’s value
proposition
 Poor execution

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 SWOT ANALYSIS

Strengths
 Top of the mind recall.
 Good reputation among corporate users.
 Can be used with any mobile carriers anywhere in the world :- easy
mobility and portability.
 Highly Secure:- Popular with corporate users who use it to link it and
integrate it with their VPNs or Virtual Private Networks.
 Smartphone of choice for Government agencies.

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 SWOT ANALYSIS

Weaknesses
 Singular focus on Security as USP.
 Limited targeting – Business users
 Lack of innovation
 Expensive enterprise software pushed BlackBerry out of small business segment.
 No easy to use interface
 Slagging momentum and employee morale

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 SWOT ANALYSIS

Opportunities

 Concerns about Data security related to Chinese firms-(Huawei case)

 5G introduction - Innovation
 Leveraging existing customer base of 100 million users.
 Integration of third party apps and features :- Collaborative Working.
 Growth opportunity in emerging markets - India

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 SWOT ANALYSIS

Threats
 Constant innovation from Competition.
 Low pricing strategy of Chinese firms.
 5G introduction – New challenges

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Political Factors

 Political stability and importance of Diversified Communication

Services sector in the country's economy.
 Risk of military conflicts
 Level of corruption - especially levels of regulation in Technology
sector.
 Bureaucracy and interference in Diversified Communication
Services industry by government.
 Legal framework for contract enforcement
 Intellectual property protection
 Trade regulations & tariffs related to Technology
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Economic Factors
 Type of economic system in countries of operation – what type of
economic system there is and how stable it is. ( Slowing GDP
growth in China)
 Government intervention in the free market and related
Technology
 Exchange rates & stability of host country currency.
 Efficiency of financial markets – Does BlackBerry Limited needs to
raise capital in local market?
 Infrastructure quality in Diversified Communication Services
industry
 Comparative advantages of host country and Technology sector in
the particular country.
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Social Factors -
 Demographics and skill level of the population
 Class structure, hierarchy and power structure in the society.
 Education level as well as education standard in the BlackBerry
Limited ’s industry
 Culture (gender roles, social conventions etc.)
 Entrepreneurial spirit and broader nature of the society. Some
societies encourage entrepreneurship while some don’t.
 Attitudes (health, environmental consciousness, etc.)
 Leisure interests

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Technological Factors
 Recent technological developments by competitors
 Technology's impact on product offering
 Impact on cost structure in Diversified Communication
Services industry
 Impact on value chain structure in Technology sector
 Rate of technological diffusion.
 5G introduction.

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Legal Factors
 Anti-trust law in Diversified Communication Services industry and overall in the
country.
 Discrimination law
 Copyright, patents / Intellectual property law
 Consumer protection and e-commerce
 Employment law
 Health and safety law
 Data Protection

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Environmental Factors
 Climate change
 Laws regulating environment pollution
 Air and water pollution regulations in Diversified
Communication Services industry
 Recycling
 Waste management in Technology sector
 Attitudes toward “green” or ecological products
 Endangered species
 Attitudes toward and support for renewable energy
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 STP Analysis

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 Segmentation : Occupation, Behaviour & Income

1. Quickly access sales, product and organizational data in any

database
2. Access Key Performance Indicators (KPI) while on the go
3. Remove the requirement to be near a desktop to view critical
Business data
Occupation
professionals 4. Support decision-making with automatic alerts and
automatically refreshed data
5. Provide at-a-glance performance monitoring for accelerated
action and decision making
6. Be willing to pay more for the newest products that provide
the function they need
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 Segmentation : Occupation & Behaviour

VALS:
behaviour Innovators :
segmentation
· Successful, take · Pursue the most fashionable products with
charge people advanced technology
· Change leaders · Like the fashionable design
· Very active
· Like to purchase the products of leading brand
consumers
· Purchase reflect
cultivated taste for · Be willing to pay more for the newest products
finer things
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 Targeting

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

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 Positioning

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 Product recommendations

 Higher RAM & Internal Storage space.

 High speed processor
 Decent camera.
 Message encryption.
 Third party apps – Business related
 Built-in personal digital assistant (PDA) with an address book
and personal schedule.
 Document management.
 After sales service set up
 Industry specific features – Healthcare, Banking, FMCG

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 Place recommendations

 Revival of BlackBerry Experience centres.

 Tie up with E-commerce giants.

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 Price recommendations

 Width & Depth Strategy

 Niche pricing for high end phones
 Entry model pricing targeting middle class professionals

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 Promotion recommendations

 Leveraging Digital marketing – Interactive communication

 Active product promotions targeting social media platforms like LinkedIn, Twitter, FB.
 Buying counter space in leading retailers
 Creating Brand Platform related to web security.
 Customer engagement through contests
 Web content creation and Search optimization.
 Referral marketing.

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 Thanks

REFERENCES :

• https://www.managementstudyguide.com/swot-analysis-of-blackberry.htm
• http://fernfortuniversity.com/term-papers/pestel/nyse4/3368-blackberry-limited.php
• http://blackberrystp.blogspot.com/
• https://digit.hbs.org/submission/the-rise-and-fall-and-rise-again-of-blackberry/
• https://www.marketing91.com/marketing-mix-blackberry/
• https://profitworks.ca/blog/marketing-strategy/346-sales-model-how-to-increase-sales-blackberry-
example.html

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