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 10 % in North America in 2011
Launch new Blackberry Swirl phone line, directed at North American youth
Increase sales in North American 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
North American Target marketPopulation aged 12-24 approximately 60 million in the US and 6 million in Canada.Target market is gender neutralTarget geographic market spans across all of Canada and the U.SMarketing 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
Continue to expand their product lines and services to growContinue to expand into foreign markets and build partnershipsAn increased number of competitors will enter the smartphone marketThere will be an increased demand for smartphones in the coming yearsConsumer expectations of smartphone devices will changeThe average selling price of mobile communication devices will declineRIM will continue to partner up 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 and administrative budget increased from 540million in 2007 to 881.5 million in 2008
Assuming these figures have increased accordingly since then we can conclude a budget for these costs approximating 1 billion
Using the Geographic mix we will also assume 63% of the budget can be justified in North America and the rest overseas
Leaving robust cash amounts aside for selling, administrative and marketing for projects ,we propose abudget of 80 million.
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Overall Communications Objectives
Strengthen brand loyalty and continue long term growth by targeting the younger generation (Tweens) Retain young consumers for a lifetime by offering incentives that encourage trial purchase and brand switchingChange consumers perceptions about the brand image Maintain a positive public image in the community through local events and sponsorshipsIncrease brand awareness by presenting and promoting superior benefits of Blackberry, such as its BBM and secure enterprise serversOffer additional multimedia components to suit consumers interactive lifestyle
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 eventOur new product line: Black Berry SwirlPromotional give away The following mediums will be usedT.V commercialsCinema advertisingBillboardsEvent sponsorship
BBM: Black Berry MessengerMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Media Strategies
RIM is a reliable, innovative, modern and connected
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
Flow Chart
Flow.