» Jin Choo
» Alicia Xu
» Jang-hoon Oh
» Taeil Kim
» Robyn Thaker
» Dean Qu
» Jason Dhaliwal
• How can RIM and Blackberry reach beyond
their current corporate market and branch
out to a new market of consumers?
•Communication device
•Smartphone
•Apple has become an immediate
threat to RIM’s
•RIM - BlackBerry Torch 9800
•Apple - IPhone 4
•
•
•
•
Fundamental issues
Alternative marketing strategies
Implementation of a plan of action
Apple – new products and marketing
strategies into the future.
• Customer satisfaction and loyalty.
•
•
•
•
•
•
Used RIMs website
Blackberry website
Apple website
Global market share percentage
Google
Youtube
Competitive Analysis
BlackBerry Torch 9800
Price?
Feature?
iPhone 4G
Torch
•
Quad-band GSM/GPRS/EDGE and tri-band 3G
UMTS network functions, 802.11 b/g/n Wi-Fi
(Cisco CCX certified and access to BlackBerry
enterprise server)
__________________________________________
VS
Cellular/
Wireless
Capabilities
__________
•
3.2-inch (diagonal) HVGA touch screen with
480-by-360-pixel resolution (industry
standard)
__________________________________________
•
8GB, expandable up to 32GB
__________________________________________
•
Quad-band UMTS/HSDPA/HSUPA/GSM/EDGE
network functions, 802.11b/g/n Wi-Fi and
Bluetooth 2.1 + EDR
____________________________________________
•
Display
__________
•
Lithium-ion rechargeable/removable battery –
between 5.5 and 5.8 hours of talk time –
standby time of between 336 and 432 hours –
6 hours of video or up to 30 hours of audio
playback
__________________________________________
IPhone 4
3.5-inch (diagonal) widescreen, Multi-Touch,
“Retina” display with 960-by-640-pixel resolution
at 326 ppi
____________________________________________
•
Power/
Battery Life
__________
Lithium-ion, USB-rechargeable battery – 7 hours
talk time on 3G (up to 14 hours on 2G) – 300
hours standby time – 6 to 10 hours of 3G/WiFi
internet use, 10 hours of video or up to 40 hours
of audio playback
____________________________________________
Storage
__________
•
16GB or 32GB
____________________________________________
Competitive Analysis
Fun & Innovative
More applications
Less applications
Straightforward & Practical
Competitive Analysis
Competitive Analysis
RIM's revenue (March~August,2010)
CAN
canada 5.9%
Others
USA
United states 48.5%
United Kingdom 10.1%
UK
Other 35.3%
PlayBook vs. IPad
STRENGTHS
• Blackberry Brand
• Business market
penetration
• Internationally
established
• RIM software
• SureType® technology
• BlackBerry Messenger
WEAKNESSES
• Product appeal/
advertising
• Lack of consumers
outside existing
business market
• Head to head
positioning
• PlayBook
OPPORTUNITIES
• Product
development
• Untouched markets
• PlayBook
• New Blackberry
Torch
• Blackberry 6
operating system
THREATS
• Apple
• Google Android
• Increasing
competitive
pressures
• Keeping up with
consumer
behaviour and
demand
• RIM targeted to business professionals from ages 25-60.
• We will target generation Y and Tweens between ages 1435.
• Segmentation: “Innovators” and “Strivers”
• Tweens are technology hungry with high disposable
income from parents.
• Generation Y respond quickly to technology,
• Both are always up to date with latest gadgets.
• Both are willing to spend money on trends.
• Diverse ethnic background;
• World wide market, majority in North America.
Alternative 1
Develop a New and Improved Smartphone
Advantages:
Disadvantages:
• Balanced and positive
image
• Increasing brand
• Expanding application
selection for Windows
developers
• Requires a large research
and development
investment
• Requires investments in a
new promotional campaign
• May potentially lose more
Blackberry customers
Alternative 2
Introducing a Computer Line
Advantages:
• Balanced and positive
image
• Increasing brand
• Expanding application
selection for Windows
developers
Disadvantages:
• Research and funding
needed to create a new
product
• New Computer Line may
not be able to compete
with current market
leaders
• RIM might not be trusted
as a producer of a business
and entertainment
computer
Alternative 3
Develop a new advertising campaign. Leveraging the ‘fun factor’
Advantages:
Disadvantages:
• Attracts larger share of the
market
• Cost effective
• Change of brand image
would be timed well to
compete with the iPhone 4
• No guarantee for the ‘fun
factor’ advertising
campaign
• Difficult to reinvent brand
image in minds of potential
customers
• Solely advertising will not
guarantee long term
success.
• Market Penetration
• Goal: To penetrate the market, and gain
more consumer share in the market.
• To compete directly with Apple and other
competitors
• Project RIM as the leader in the market. Both
consumer and business
• Develop an Advertising Campaign
• Compete with Apple and other
Competitors directly
• Use the PlayBook as a tool to leverage RIM’
position in the consumer market
BBM Promotion
• Market Penetration
• Product development
• Marketing Mix
– 4 P’s
– SWOT
• Brand Depth
• http://business.financialpost.com/2010/08/04/fp-techdesk-blackberry-torch-vs-iphone-4/#ixzz12jE55u6i
• http://crackberry.com/rim-advertising-their-twitterclient-blackberry-india
• http://www.youtube.com/watch?v=Yctj_nc_oAk&feature
=player_embedded
• http://www.adbrands.net/ca/blackberry_ca.htm
• http://www.blackberry.com/
• http://www.rim.com/
• http://www.apple.com/ca/
• The A-Team Thanks You!!!