Blackberry Strategy
Plan
Nicole Briguet
Company Summary
 Research in Motion has been a leader in the field of
wireless communication since the creation of the
Blackberry in 1999. Research in Motion has always
worked towards the innovation and creation of software
devices that are of the highest quality for customers.
After reintroducing the company with the name of
Blackberry, the company continues to strive to develop
the most seamless technology for customers.
Blackberry constantly conducts research to bring its
customers the best quality devices while ensuring the
highest level of customer service.
Situation Analysis: Audience
 Men and women from the ages of 20-30
 In entry-level position in the business world; income- $30,000$50,000
 Very into social media and be very tech-savvy, wanting to keep up
with the latest technological trends
 Live in cheaper neighborhoods in cities and most likely commute
to their jobs
 Current perceptions of the company- Blackberry products are
outdated
 Would have little to no experience with Blackberry products
because of the decreasing popularity of Blackberry products
 When making decisions, this demographic takes the popularity
and innovation of the product over anything else
Situation Analysis: Competitors
 Apple
 iPhone
 Strength of its marketing campaigns
Situation Analysis: SWOT Analysis
Strengths-
Weaknesses-
•
•
•
•
Brand loyalty in the corporate/business
market
Lower price than iPhone
Strong brand recognition.
•
Loss of customers outside of the
business world
Younger generation of business workers
is now using other smartphones
Opportunities-
Threats-
•
•
•
Expansion of apps to its App World
Increasing number of touchscreen
devices
•
Smaller app market when compared to
other smartphones
Increasing number of phones entering
the smartphone market
Situation Analysis: PEST Analysis
 Economic- still recovering from the recession, people
are less willing to spend their money
 Technological- number of companies making innovative
smartphones
Campaign Goal/Objectives
 Campaign Goal: have the sales of the newest device,
the BlackBerry Q10, be 10% higher than the sales of
the Blackberry Z10.
 Objectives
1. To increase product awareness with the target audience
by 35% within the next year.
2. To improve BlackBerry sales by 20% within the next year.
Strategies
1) Our strategy is to implement a sequence of marketing
activities that will increase product awareness to show
the target audience that BlackBerry products are more
innovative than the competitor’s products and are
more business oriented.
2) Our strategy is to implement a sequence of marketing
activities that will increase sales by highlighting the
features of the latest BlackBerry devices, particularly
the Q10.
Tactics
 Press Release- A press release would be released about the launch of an event
taking place in Madison Square Garden in New York City for the public to test
out its newest devices. This release sent to major New York media outlets
would increase public awareness of the events.
 Newspaper Ads- To accompany this press release, newspaper ads would be
sent out to major New York newspaper outlets such as the New York Times,
The Wall Street Journal, The New York Post, and Newsday to attract both
business oriented potential customers but also nonbusiness people.
 Website- By revamping the website, we can give BlackBerry a modern and chic
design to attract customers. Also by improving the call-to-action buttons we can
better direct the flow of traffic to buy our devices
 Blog- By launching a blog that has weekly posts about the top apps, business
success stories, and other useful information, we can increase interest in our
products.
 Social Media campaign- One important way to reach out to potential consumers
is through social media. By improving our interactive social media presence, we
can increase product awareness and hear feedback from consumers.
Blog
 http://researchinmotionblackberryblog.blogspot.com
Bringing you innovation in the palm of your
hand
Introducing the
Q10!
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in Touchscreen Technology
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Evaluation Plan
 First objective- focus group sessions with the target
audience to examine their awareness of the products
 Second objective- monitor sale statistics and compare
them to those before the campaign.