COMPANY Research In Motion is now known as BlackBerry 29 years
in cellphone business BlackBerrys are sold in 175 countries
BlackBerry's core strength is selling products to businesses
instead of consumers.(Lee, 2013 BlackBerry's core strength is
selling products to businesses instead of consumers.(Lee,
2013)
Slide 3
PAST & PRESENT Blackberry 850 two-way pager in 1999.
Blackberry came from the Lexicon Branding firm that felt the keys
of the pager reminded the executives of drupelets on the blackberry
fruit. Emails going directly to your phone was game changer
Research In Motion, a global leader in wireless innovation,
revolutionized the mobile industry (RIM, 2013)
Slide 4
PAST & PRESENT Entertainment industry awards: 2 1994 Emmy
for technical innovation 1999 Academy Award for Technical
Achievement Projected loss for second quarter of current fiscal
year: between US$950 million and $995 million
Slide 5
CURRENT MARKETING STRATEGY BlackBerry now says it's going to
refocus its efforts on enterprise customers that have always been
its core market. May 8, 2012, Blackberry hires Frank Boulben as CMO
Mr. Boulben has 20 years of International experience in the
wireless industry with senior marketing and sales roles at global
wireless carriers Mr. Boulben wants to focus more on a global
aspect of BlackBerry, instead of U.S.
Slide 6
TARGET CUSTOMER Main Target: Business & Government
customers Sub-Target: Business & Personal purposes users
1)Generation X (32~52) & Baby boomer(49~67) 2)BlackBerry users
tend to be wealthier 3)The lowest BlackBerry ownership index among
young adult groups.
CURRENT COMPETITORS Android: HTC one, Motorola Moto X LG Nexus
5 from Google Windows phone: Nokia Lumia 1020
Slide 9
PRODUCT BlackBerry Z10s Competitive Advantages BlackBerry Z10s
Competitive Advantages 1) Trusted Security : Blackberry 10 Receives
FIPS 140-2 Security Certification 2) BBM (BlackBerry Messenger)
Instant messages & pictures & Video & Voices BBM is
also available on Android & iOS(apple) 3)BlackBerry Hub What
make Z10 less attractive What make Z10 less attractive 1)
BlackBerry World (Smart phone application store) 2) Application
stores Market share ranking (Canalys, April 2012) #1.App
store(Apple) #2.Google play(Android Market) #3.Windows store
#4.BlackBerry World
Slide 10
PLACE & PRICE BlackBerry shop & other retailer:
Unlocked phone price $399 (Nov.2013) AT&T, Verizon: Free + 2yrs
contract
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PROMOTION Partnership with Alicia Keys2013 Super Bowl
Commercial Limited edition for Application Developer Social
Marketing
Slide 12
MARKETING PROBLEM 1 No tremendous product or service to market
Stop making good smart phones in favor of a poorly received tablet
called PLAYBOOK
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MARKETING PROBLEM 2 Focus on developing WEAKNESSES instead of
building on STRENGTHS Strengths: email, calendar management,
messaging, durability, battery life and security Diverting talent,
attention, resources, investment and innovation from BlackBerry to
the Playbook Lose Customers
Slide 14
MARKETING PROBLEM 3 Fail to recognize who their customer was
RIMs management famously disagreed on who their customer was Felt
the customer was the corporation -> Marketing to Business and
Tech markets Lose their customers to iOS/Apple, Android and
Nokia
Slide 15
MARKETING PROBLEM 4 Executives cannot set the Marketing Tone
Lack of teaching the rest of the company how to talk about their
products, services, customers, media and the market itself like
Apple does.
Slide 16
IMPROVEMENT PLAN TRENDY COLOR OPTIONS RAZBERRY BLUEBERRY
Offering of new color options will help bring Blackberry closer
into the Trendy side of Perceptual Map.
BLACKBERRY(BLACK/WHITE)
Slide 17
IMPROVEMENT PLAN Focus marketing resources on younger audience
Create an Open Source strategy for Blackberry World for developers
to create better selling apps. Change perception of Blackberry
Boring All Business CoolPersonal Cool & Personal