PowerPoint Presentation
By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield
Research In Motion
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Marketing Objectives
Increase market share among younger generation by 5 % in Canada in 2011
Launch new Blackberry Swirl phone line, directed at North American youth
Increase sales in Canadian Market by 5%
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Basis For Segmentation
IdentifiableThe Target Market can be easily identified throughthe demographic feature of age and geographic region of North America.
AccessibleTelevision and Cinema advertising, Billboards and event sponsorship are all appropriate communication and distribution channels that can be used to reachour target audience
SubstantialThe North American youth is of substantial size and is rapidly shifting towards the smart phone market
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Basis For Segmentation
MeaningfulThis technically savvy generation are early adopters of new technologies and are ever increasingly connected with one another and the worldsurrounding them.
DurableRetaining this segment as lifelong customers is an extremely important component of the target market. It can be noted that it costs as much as 6 times as much to gain a new customer than it does to retain a current one.
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Target Market
Canadian Target marketPopulation aged 12-24 approximately 6 millionTarget market is gender neutralTarget geographic market spans across all of Canada but heavily concentrated on high populated areas Focus on lower income brackets then previously
Target AudienceTarget children of parents who use blackberry Smartphone devicesTech savvy kids who use computers, video games, the InternetKids, teens and young adults who already have cell phonesTeens and young adults who watch Canadian sports teamsas well as MTV and other members of our target market who will be viewing our promotions
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow ChartPositioning Strategy
RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Competitive Approach
Superior benefits: Blackberry Messaging, Military-grade Security Platform, BlackBerry Internet Service
Competitive Advantages:Use on almost every carrier in the world (over 475)Available in 5 form factors (small or large or no keyboard, flip, & candy-bar)Removable/expandable battery and expandable memoryAllows programs to multi-taskMore Competitive Approaches:Expand product lines and servicesExpand into foreign markets and build partnershipsBe aware of competition, expectations, and demandPartner with software developers and add applicationsMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Proposed Budget
Selling According to Kantar Media, RIM spent $183 millionon U.S. media for the first nine months of 2010 a increase over the $111 million it spent for 2009
With revenue's in Canada roughly 9% of what it is in thestates, we will assume a total marketing budget of 16.5 million in Canada
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Proposed Budget
Corporate boxes in major arenas (5@ 180k each) $900 000Grey cup sponsorship 250 000Commercials 2 000 000MTV Canada, Comedy Network & Much musicBillboards 400 000Advergaming with EA sports 100 000Pin it to win it 200 000(booths, in store advertising, online advertising, stadium advertising)Online advertising 250 000 (Facebook, Youtube, various tech websites)CFL sponsorship 300 000Cinema advertising + 100 000Total budget for IMC $4 500 000
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Overall Communications Objectives
Strengthen brand loyalty
Retain young consumers for life
Change consumers perceptions
Maintain a positive public image
Increase brand awareness
Offer additional multimedia components
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Creative Strategy
Your World Your SwirlMass CustomizationEngravingsColour SchemesProduct SpecificationsGet ConnectedMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Creative Executions
PromotingExclusive RIM eventPin it to win itOur new product line: Black Berry SwirlPromotional give away The following mediums will be usedT.V commercialsCinema advertisingBillboardsEvent sponsorship
BBM: Black Berry Messenger*this is a concept commercial*Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
Advergaming
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
Pin it to Win it
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
Pin it to Win it
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Flow Chart
Super bowl, February 6th 2011 - CTVGrey Cup November 27th 2011Fifa , September 30th 2011 EA sports CanadaBlocks of 30 Seconds spots with MTV, And ComedyPin It to Win it event, All year roundDowntown Billboards, Full year contracts
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Thanks you for your time,
Questions?