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- 1. Team one marketing solutions
- 2. Identifying the problem Research Causes / assumptions S.W.O.T Alternatives Solution and implementation References
- 3. RIM has not been able to penetrate their desired consumer smart phone market
- 4. Traditional BlackBerry users BlackBerry would like to capture market share in consumer market RIM thinks of their company product as a stepping stone in the long term development of smart phones
- 5. BlackBerry released in 1999 Iphone released in 2007 BlackBerry’s first touch screen phone was the storm Released the storm to become an Iphone killer Product breadth, RIM and Iphone
- 6. Market Share 4% 4% 41 % 21% Nokia RIM Apple Others Samsung 11% HTC 20%
- 7. Lack of brand breadth Brand reputation/history Not as user-friendly, eye-pleasing as its competitors
- 8. RIM is a powerful brand RIM is carrier friendly Significant penetration worldwide Unique strategy Customer loyalty
- 9. Lack of product breadth compared to competitors Rely on vendors to support and service their products Lack of reach to the consumer market
- 10. Increase in demand for smart phones Further globalization Brand loyalty Increase in partnerships
- 11. Economy Competition Decline in average selling price
- 12. Advantages Greater value for customers Sales volumes increase Save money on advertising costs Disadvantages Dependence on operators & carriers Focusing efforts on market penetration Unbalanced promotions
- 13. Advantages Low cost of implementation Excellent recognition of brand Ability to partner with strong service providers Disadvantages Competition Saturation Diffusion of innovation
- 14. Advantages Adds value for consumers Creates value for RIM Improved brand awareness Disadvantages Cost of research and development Competition of future technology Consumer bias`s
- 16. RIM should introduce a new product to the blackberry line targeted to the consumer segment Re brand and re introduce the storm Product extensions Reverse engineering
- 17. Mass marketing campaign Advertising mediums Business to consumer education Updating current service providers Co branding Software
- 18. Service providers Test market Timing New markets
- 19. Comparability Lower manufacturing cost Higher marketing budget Introduction Discounts Maturity
- 20. Case study Marketing text book www.rim.com http://forums.crackberry.com http://gizmodo.com www.wikepedia.com www.apple.com/ca/iphone