The document outlines a marketing plan for Research In Motion (RIM) to launch a new Blackberry phone line called the Blackberry Swirl, targeted at youth in North America. The objectives are to increase market share and sales among younger generations. The target market is Canadians aged 12-24, focusing on those from families with Blackberries and who are tech savvy. The positioning positions RIM as innovative and connecting users. The marketing strategies will include TV, cinema and outdoor ads, sponsorships, and an online campaign on gaming sites, social media and youth websites.

1. By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield

2. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow 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%

3. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Basis For Segmentation
• Identifiable
• The Target Market can be easily identified through
the demographic feature of age and geographic
region of North America.
• Accessible
• Television and Cinema advertising, Billboards and
event sponsorship are all appropriate communication
and distribution channels that can be used to reach
our target audience
• Substantial
• The North American youth is of substantial size and
is rapidly shifting towards the smart phone market

4. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Basis For Segmentation
• Meaningful
• This technically savvy generation are early adopters
of new technologies and are ever increasingly
connected with one another and the world
surrounding them.
• Durable
• Retaining 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.

5. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Target Market
Canadian Target market
• Population aged 12-24 approximately 6 million
• Target market is gender neutral
• Target geographic market spans across all of Canada but
heavily concentrated on high populated areas
• Focus on lower income brackets then previously
Target Audience
• Target children of parents who use blackberry
Smartphone devices
• Tech savvy kids who use computers, video games,
the Internet
• Kids, teens and young adults who already have cell phones
• Teens and young adults who watch Canadian sports teams
as well as MTV and other members of our target market
who will be viewing our promotions

6. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Positioning Strategy
• RIM is a reliable, innovative, modern and connected
company that allows consumers to easily communicate
with the rest of the world.

7. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow 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
memory
• Allows programs to multi-task
• More Competitive Approaches:
• Expand product lines and services
• Expand into foreign markets and build partnerships
• Be aware of competition, expectations, and demand
• Partner with software developers and add
applications

8. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Proposed Budget
• Selling According to Kantar Media, RIM spent $183 million
on 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 the
states, we will assume a total marketing budget of
16.5 million in Canada
58%
5%
10%
27%
Fiscal 2010 Geographic Revenue
Mix United States
Canada
United
Kingdom
Other

9. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Proposed Budget
• Corporate boxes in major arenas (5@ 180k each) $800 000
• Grey cup sponsorship 250 000
• Commercials 2 000 000
• MTV Canada, Comedy Network & Much music
• Billboards 400 000
• Advergaming with EA sports 100 000
• Pin 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 300 000
• Cinema advertising + 100 000
• Total budget for IMC $4 500 000

10. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow 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

11. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Creative Strategy
• Your World Your Swirl
• Mass Customization
• Engravings
• Colour Schemes
• Product Specifications
Friends
CommunityWorld
Get Connected

12. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Creative Executions
• Promoting
• Exclusive RIM event
• Pin it to win it
• Our new product line: Black Berry Swirl
• Promotional give away
• The following mediums will be used
• T.V commercials
• Cinema advertising
• Billboards
• Event sponsorship

13. BBM: Black Berry Messenger
*this is a concept commercial*

14. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Media Strategies

15. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Online Media

16. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Online Media

17. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Online Media
Media Strategies
• Advergaming

18. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Media Strategies
• Pin it to Win it

19. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Media Strategies
• Pin it to Win it

20. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Flow Chart
• Super bowl, February 6th 2011 - CTV
• Grey Cup November 27th 2011
• Fifa , October 1st 2011– EA sports Canada
• Blocks of 30 Seconds spots with MTV, And Comedy
• Pin It to Win it event, All year round
• Downtown Billboards, Full year contracts

21. Marketing Objectives
Marketing Strategies
Basis For Segmentation
Target Market
Positioning
Competitive Approach
Proposed Budget
Communications Objectives
Creative Strategy
Creative Executions
Media Strategies
Flow Chart
Thanks you for your time,
Questions?