The A-Team

» Jin Choo» Alicia Xu

» Jang-hoon Oh» Taeil Kim

» Robyn Thaker» Dean Qu

» Jason Dhaliwal

RIM vs Apple

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

Competitive Analysis

BlackBerry Torch 9800

iPhone 4G

Price?Feature?

vs

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)

__________________________________________

• 3.2-inch (diagonal) HVGA touch screen with 480-by-360-pixel resolution (industry standard)

__________________________________________

• 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

__________________________________________

• 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

____________________________________________

• 3.5-inch (diagonal) widescreen, Multi-Touch, “Retina” display with 960-by-640-pixel resolution at 326 ppi

____________________________________________

• 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

____________________________________________

• 16GB or 32GB____________________________________________

VSCellular/ Wireless Capabilities__________

Display__________

Power/ Battery Life__________

Storage__________

Competitive Analysis

More applicationsLess applications

Fun & Innovative

Straightforward & Practical

Competitive Analysis

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

PlayBook vs. IPad

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

Twitter For BlackBerry

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

BBM Promotion

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/

Conclusion

• The A-Team Thanks You!!!