Post on 19-Dec-2015
transcript
Problem
• How can RIM and Blackberry reach beyond their current corporate market and branch out to a new market of consumers?
Facts•Communication device•Smartphone•Apple has become an immediate threat to RIM’s•RIM - BlackBerry Torch 9800•Apple - IPhone 4
Assumptions
• Fundamental issues• Alternative marketing strategies • Implementation of a plan of action • Apple – new products and marketing
strategies into the future.• Customer satisfaction and loyalty.
Research
• Used RIMs website• Blackberry website• Apple website• Global market share percentage• Google• Youtube
Comparison
Torch• Quad-band GSM/GPRS/EDGE and tri-band 3G
UMTS network functions, 802.11 b/g/n Wi-Fi (Cisco CCX certified and access to BlackBerry enterprise server)
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• 3.2-inch (diagonal) HVGA touch screen with 480-by-360-pixel resolution (industry standard)
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• Lithium-ion rechargeable/removable battery – between 5.5 and 5.8 hours of talk time – standby time of between 336 and 432 hours – 6 hours of video or up to 30 hours of audio playback
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• 8GB, expandable up to 32GB__________________________________________
IPhone 4 • Quad-band UMTS/HSDPA/HSUPA/GSM/EDGE
network functions, 802.11b/g/n Wi-Fi and Bluetooth 2.1 + EDR
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• 3.5-inch (diagonal) widescreen, Multi-Touch, “Retina” display with 960-by-640-pixel resolution at 326 ppi
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• Lithium-ion, USB-rechargeable battery – 7 hours talk time on 3G (up to 14 hours on 2G) – 300 hours standby time – 6 to 10 hours of 3G/WiFi internet use, 10 hours of video or up to 40 hours of audio playback
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• 16GB or 32GB____________________________________________
VSCellular/ Wireless Capabilities__________
Display__________
Power/ Battery Life__________
Storage__________
Competitive Analysis
More applicationsLess applications
Fun & Innovative
Straightforward & Practical
Competitive Analysis
RIM's revenue (March~August,2010)
canada 5.9%
United states 48.5%
United Kingdom 10.1%
Other 35.3%
USAOthers
UK
CAN
SWOT ANALYSIS
STRENGTHS• Blackberry Brand• Business market
penetration• Internationally
established• RIM software• SureType® technology• BlackBerry Messenger
WEAKNESSES• Product appeal/
advertising• Lack of consumers
outside existing business market
• Head to head positioning
• PlayBook
SWOT ANALYSIS
OPPORTUNITIES• Product development• Untouched markets• PlayBook • New Blackberry Torch• Blackberry 6
operating system
THREATS• Apple • Google Android• Increasing
competitive pressures
• Keeping up with consumer behaviour and demand
Target Market
• RIM targeted to business professionals from ages 25-60.• We will target generation Y and Tweens between ages 14-
35.• Segmentation: “Innovators” and “Strivers”• Tweens are technology hungry with high disposable income
from parents. • Generation Y respond quickly to technology, • Both are always up to date with latest gadgets.• Both are willing to spend money on trends.• Diverse ethnic background;• World wide market, majority in North America.
AlternativesAlternative 1
Develop a New and Improved Smartphone
Advantages:• Balanced and positive
image• Increasing brand• Expanding application
selection for Windows developers
Disadvantages:• Requires a large research
and development investment
• Requires investments in a new promotional campaign
• May potentially lose more Blackberry customers
AlternativesAlternative 2
Introducing a Computer Line
Advantages:• Balanced and positive
image• Increasing brand• Expanding application
selection for Windows developers
Disadvantages:• Research and funding
needed to create a new product
• New Computer Line may not be able to compete with current market leaders
• RIM might not be trusted as a producer of a business and entertainment computer
AlternativesAlternative 3
Develop a new advertising campaign. Leveraging the ‘fun factor’Advantages: • Attracts larger share of the
market• Cost effective• Change of brand image
would be timed well to compete with the iPhone 4
Disadvantages:• No guarantee for the ‘fun
factor’ advertising campaign
• Difficult to reinvent brand image in minds of potential customers
• Solely advertising will not guarantee long term success.
Solution
• Market Penetration• Goal: To penetrate the market, and gain
more consumer share in the market. • To compete directly with Apple and other
competitors• Project RIM as the leader in the market. Both
consumer and business
Action Plan
• Develop an Advertising Campaign• Compete with Apple and other
Competitors directly• Use the PlayBook as a tool to leverage RIM’s
position in the consumer market
Course Concepts
• Market Penetration • Product development • Marketing Mix – 4 P’s– SWOT
• Brand Depth
Reference
• http://business.financialpost.com/2010/08/04/fp-tech-desk-blackberry-torch-vs-iphone-4/#ixzz12jE55u6i
• http://crackberry.com/rim-advertising-their-twitter-client-blackberry-india
• http://www.youtube.com/watch?v=Yctj_nc_oAk&feature=player_embedded
• http://www.adbrands.net/ca/blackberry_ca.htm• http://www.blackberry.com/• http://www.rim.com/• http://www.apple.com/ca/