1 A BRIEF INTRO OF BlackBerry… BlackBerry is a line of wireless handheld device developed by the Canadian company, Research In Motion (RIM). 1999 – Introduced a two-way pager 2002 - The more commonly Phone BlackBerry was released. known Smart The Smart Phone supports the following features: - Push e-mail - Mobile telephone Text messaging - Internet faxing Web browsing - Multi-touch interface Other wireless information services 2 WHAT IS POSITIONING? Process by which marketers try to create an image or identity in the minds of their target market for its product, brand or organization 3 HOW BLACKBERRY WAS POSITIONED ? Specific Demographic Strategy Targeting only a particular demographic segment, namely the Business Executives Quality Positioning They showed commitment for quality in their products 4 CONT…D Value or Price Positioning By use or application A high pricing strategy to exploit the psychological perceived value from the customer They differentiated their product with numerous business apps such as BBM and Message Encryption. 5 6 ANALYSIS Blackberry lost the price war – Lost the price war with other global competitors such as NOKIA, SAMSUNG who provided the same features but at a much slashed down price Lost it’s appeal too – Among the younger generation who were lured by other competing brands & India being a market of the youth it was not a profitable proposition for them. 7 Comparative Analysis… Position Brand Market Share #1 Nokia 38.2% #2 Samsung 25.3% #3 Micromax 6.3% #4 RIM (Blackberry) 4.7% #5 HTC 3.0% Failed to place itself aggressively in the highly competitive Indian market A meager market share of 4.7% by the end of last quarter of 2010 and a continuing trend of falling afterwards. . Failed to gain popularity among the youth segment, which forms the sizeable strata of this sub-continent. 8 REPOSITIONING Changing a brand's status in comparison to that of the competing brands. 9 REPOSITIONING STRATEGIES Bringing in new customers Tried to expand their customer base by attracting younger generation. Lower-price Strategy Launched affordable lower priced models to reposition. Making the brand contemporary Tried to reposition with more appealing colourful campaign drive, especially targeting the youth. 10 ANALYSIS Position #1 Brand Nokia Market Share 39.0% #2 Samsung 17.2% #3 Micromax 6.9% #4 RIM (Blackberry) 5.9% #5 HTC 1.4% Blackberry posted a sales figure of Rs. 1,950 crores and enjoys a market share of 5.9% in the last quarter of 2012. The launch of entry level blackberry phones towards the last quarter of 2011-12 boosted the sales figure. Blackberry however continues to face pressure from Samsung, HTC and other brands in the business phone segment and is losing its sheen among the ever-loyal fans. 11 THANKS FOR YOUR VALUED ATTENTION PRESENTERS: Litan Roy Pranab Kr. Sarkar Priyam Medhi Jishurani Chellang Kallol Das Purkayastha Dhritiman Banik 12