Blackberry Sales Strategy

SALES AND SALES PROMOTION PITCHElissa DeBruyn, Stephanie Schloss,

Holly Van Wyck, Mollie Wiener

History of Blackberry• Released in 1999 as a two-way pager• In 2003, released as a smartphone

• Valued at $83.4 billion in 2008

• Valued at $3.4 billion now

Repositioning Our Brand• People have fond sentiments of the company and want to see

it succeed• Perception problem• People question certain company attributes• Our durable products have a secure encryption and global capabilities, making it the clear choice for international corporations to distribute to their employees.

Target ConsumersPrimary Target Market• Progressive international businesses• High earners and at the cusp of technological innovation• Tech-heavy startups • International communication needs

Secondary Target Market• Major retailers of advanced mobile technologies•Theendusersofourproductarepeopleofinfluenceand authority • Older demographic and a high income• Professional lives often require them to travel internationally

Competitive Analysis

Blackberry Z30 iPhone 6 Samsung GalaxyProduct Attributes

Price 5 2 4Versatility 4 5 4Up-to-Date 3 5 5Security 5 3 3Battery Life 5 4 5Total 22 19 21Company Attributes

Reputation 2 4 4Quality of Service 2 4 2Marketing 1 5 4Total 5 13 10Salesperson Attributes

Knowledgeable 3 5 3Friendly 2 5 3Accessible 2 4 2Total 7 14 8Overall Total 34 46 39

Consumer PromotionPremium• First 47,118 units sold • BBM Protected • BBM Meetings • VPN Authentication by Blackberry

$282,713 for the first47,118buyersofthephone

Trade Promotion• Push strategy • Training programs for the salespeople • Online training program • Video, audio, and interactive presentational components • Demonstrate the capabilities that enhance productivity • Strong national presence at business technology trade shows • Designed to demonstrate the range of capabilities • High attendance of corporate and senior management from

innovative and technology-focused organizations • ITEXPO (Miami), Digital Summit (Phoenix), Electronics West

(Anaheim), PROMAT (Chicago), Electronics New England (Boston), and Fose Conference and Exposition (D.C.)

Sales Force Promotion• Bonus for employees who put out the best numbers. • The top 15 salespeople who sell the most Z30 phones • Sell at least 3,250 phones each • Bonus of $2,500 at the end of the year•Incentivetripforthetopfiveperformingsalesrepresentatives • A week-long trip to Barcelona in Spain • Winners will spend nothing in order to enjoy this once-in-a-

lifetime vacation to Spain

Sales Meeting - VancouverExpenses Price Quantity Days Cost

Hotel $200 65 2 $26,000Travel $479 120 N/A $57,480Total $83,480

Sales Meeting - ChicagoExpenses Price Quantity Days Cost

Hotel $210 65 2 $27,300Travel $333 120 N/A $39,960Total $67,260

•Twosalesmeetings-oneintheyear’sfirstquarterandoneinthe third quarter

• For 120 Blackberry sales personnel and 5 of the higher ranking employees

• Good for the sales force to learn the best selling strategies for the Z30

• Higher-up employees to motivate the sales force to per form better in the upcoming quarters

Incentive Trip- BarcelonaExpenses Price Quantity Days Cost

Hotel $260 5 7 $9,100Travel $1,287 10 N/A $12,870Food per diem $150 10 7 $10,500Transport $40 10 7 $2,800Total $35,270

Other Promotional StrategiesTrial Purchase for Brand Switcheres• Can switch their phone after 2 weeks• Aimed at brand switches to encourage them to try our product

Advertising (Attention/Interest)• Print ads in B2B and trade magazines0• Remind consumers that BlackBerry exists and generate inter-

est

Budget Summary

Promotion PriceIncentive Trip $35,270Bonuses $37,500Training Program $40,932Trade Show Booths $3,000Trade Show Spots $1,845Premiums $282,713Trade Publication Advertising $192,000Sales Meeting - Vancouver $83,480Sales Meeting - Chicago $67,260In-Person Training $6,000Total $750,000

$750,000The maximum budget set by the client, BlackBerry

Consumer  Promo+ons  

Trade  Promo+ons  

Sales  Promo+ons  

Other  Promo+ons  

Thank you!