By:- vikram singh saini,Shubham kapila

Executive summary Environmental analysis attract business savvy x

generation (1965-1978) people.

Make their life go easier. Marketing environment Affected by forces:-• Competitive forces• Economic forces• Political forces• Legal and regulatory forces

Target marketing Introduced new large

screen keyboard-equipped phone.

Targeting specific customer groups

• business professional • Aficionados Marketing objectives Achieve $850 million sales

income Increase shares

CONTI…

Performance Swot analysis Strength Weakness Opportunities Threats Marketing mix• Product • Price • Place• promotion

Controlling strategies Summary of marketing results and controlling

Blackberry limited/CEOjohn s. Chen

Environmental analysis

BlackBerry as a company planned mainly to make their product appealing to corporate America executives who are very business savvy from Generation X which are people born between 1965 and 1978. These individuals who pay keen attention to the latest technology and recreational product that would help to make their life go easier. These are the people who always needed to be connected to the world, their jobs and their everyday life.

Conti…. BlackBerry has widen its

marketing environment just by simply changing their designs to appeal to the market consumers. By giving consumers choices it gives them room for improvement and by giving consumers these choices they get to figure out what consumers at what age generation is looking for from their phones. 

The marketing environment

Competitive force: - The Blackberry is taking the cell phone industry by storm. It has attracted not only business men but also young teens that are drawn by its instant online access and free instant messaging to anyone around the world. Despite its increasing popularity, there is still increasing competition within the cell phone market.

For example:- Samsung , apple , lg.

Conti….. Economic forces: - Economy in tells the

production and consumption of goods and services. As far as Blackberry is concerned the economic system is critical as it can control what the organization is to produce ,how it should produce and the category of recipient who should use their end products.-n one hand aspects of international trade is important for Blackberry being the global supplier of mobile phones and on the other hand the knowledge concerning the nation’s economic status.

Political forces: - The Political factors relates to the factors which the government also affects such as government instability or rules and regulations which the business must follow. have manufacturing facilities in Mexico ,china, Canada and Indonesia and because of this it is important that Blackberry follow the rules and regulations that are set in these countries , so that they can operate as efficiently as possible.

For e.g.:- wage rate, health and safety regulations.

Legal and regulatory forces:- NTP has licensed its mobile email patents to Visto , Nokia , Good Technology, RIM and all of RIM's partners. The RIM license agreement was part of an overall settlement of a patent infringement lawsuit brought by NTP against RIM. NTP has attempted to license to Palm, Inc., but license negotiations have broken down. On November 6, 2006, NTP announced that it had filed a patent infringement lawsuit against Palm, Inc. in response to the breakdown in licensing talks.

Current market objectives and performance…

Objective :- according to 2015 calendar year.

1.Achieve a $850 million dollar sales income.

2.Increase market share from 1.5% to 3% Blackberry marketing objective will be reached by making sure that all forms of advertising, public relations and promotion will reach all target markets.

Conti…… PERFORMANCE:- Revenue reached from $996

million to $10 million from last quarter or 1%.

Gross margin climbs from 43% to 48%.

Revenue earned on 1.6 million devices as compare to 1.3 million last quarter.

Operating expenses dropped another 13%.

SWOT ANALYSIS

StrengthsSecure phones

The EMM EDGEQNX

QWERTY keyboard feature on the smartphones Asset tracking

feature

Weaknesses

POOR BRANDINGLIMITED

APPLICATIONSGOVERNMENT DEPENDENCY

POOR TABLETS PERFORMANCEOpportuniti

es INCREASING

TABLETS MARKETGrow on

international expansion

CLOUD BASED SERVICES

Develop and diversify marketing

strategies Appeal to new

markets

ThreatsTECHNOLOGICAL

CHANGE MARKETING SATURATION INCREASED

COMPETITIONGOVERNMENT COMPETITION

MARKETING OBJECTIVES the payoff of the push into security and

privacy but also more of an enterprise focus, more of a software focus, cross-platform focus by launching the products like priv ,porsche designed products and other.

TARGET MARKETINGDivide the market in four segments:- AFFORDABLE -contemporary yet

affordable CLASSIC- Powerful yet uncomplicated PRESTIGE-Unique yet purposeful INNOVATIVE-High design yet functional

TARGET 2- NO ONE ENTERPRISES SECURITY BETTER “Detractors of BlackBerry should note that unlike Sony, no BlackBerry Enterprise-using company has reported any serious security breach this year,”

Marketing Mix: The 4 Ps of Blackberry

THE PRODUCT BlackBerry is a line of wireless handheld devices developed by the Canadian company, Research In Motion (RIM).

The BlackBerry Smart Phone supports the following features:

• Push e-mail• Mobile telephone • Instant messaging features: BlackBerry Messenger (BBM) • Text messaging • Internet faxing • Web browsing• Multi-touch interface• Other wireless information services

BLACKBERRY MESSENGERBlackBerry devices use the proprietary BlackBerry Messenger, also known as BBM, software for sending and receiving instant messages via BlackBerry PIN. Blackberry Messenger is one of the fastest messengers on a smartphone.

BlackBerry Priv _ $899.00 BlackBerry Passport _ $612.56 BlackBerry Classic _ $498.98 BlackBerry Leap _ $348.88 BlackBerry P’9983 _ $1007.83 BlackBerry Z30 _ $349.99 Blackberry P’9982 _ $610.49

BlackBerry has strategically placed smartphones in all price ranges, as well as with different features to suit different needs. They have given people the option to choose from a variety of models according to their need and budget, while maintaining the availability of signature features like BlackBerry Messenger and Push-Mail service in all the brands so that the essence of having a BlackBerry can be experienced by all the users across different budget ranges. 

“A variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists. We have built up a portfolio at different price points to target different segments of consumers,”

 

PRICE

American Virgin IslandsAnguillaAntigua and BarbudaArgentinaArubaAustraliaAustriaBahamasBarbadosBelgiumBermudaBrazilBritish Virgin IslandsCanadaCayman Islands ChileChinaColombiaCyprusCzech RepublicDenmarkDominicaEcuadorEstonia

French GuianaFinlandFormer YugoslavRepublic of Macedonia (FYROM)FranceGermanyGreeceGrenadaGuadeloupeGuamGuyanaHong KongHungaryIcelandIndiaIndonesiaIrelandIsle of ManItalyJamaicaJapanLatviaLiechtenstein

MalaysiaMaltaMartiniqueMexicoMoldovaMonacoMontserratNetherlandsNetherlands AntillesNew ZealandNorwayPanamaParaguayPeruPolandPortugalPuerto Rico Romania Russia Saint EustatiusSaint MartinSaint PierreSaint-BarthelemySaba

San MarinoSerbia & MontenegroSingaporeSlovakiaSloveniaSouth AfricaSpainSt. Kitts and NevisSt. LuciaSt. Vincent and the GrenadinesSuriname SwedenSwitzerlandTrinidad and TobagoTurkeyTurks and Caicos IslandsUnited KingdomUkraineUnited States UruguayVatican CityVenezuela

BlackBerry is currently available for sale in the following countries:

THE DIFFERENTIATED MARKET

Urban Users

• Business uses• Latest applications for the

business user• Advanced features and

applications• Lifestyle• Status symbol

Rural Users

• Affordability• Connectivity• Battery Life• Network expansion • Low tariffs• Lucrative Offers

TARGET MARKETSBlackBerry has divided its target market into two basic segments:

PROMOTION

Enterprise customersBlackBerry was a "company decision".

 

Non-Enterprise customersBlackBerry was a “personal decision”.

 Enterprise customers 

High end users Aged 25+ years Mainly mid to senior level management

professionals Cosmopolitan Professionals who use it for

office purpose Both males and females Tier I cities BlackBerry has already established leadership position in this segment.

  

Non-Enterprise customers  Aged 15-25 years Mainly students Individuals who use it for personal or

entertainment purposes Youth which will have financial power

tomorrow Both males and females Tier I cities Today, it has a range of models targeted at every possible consumer segment—senior management professionals, young executives, women, and even those who have barely crossed their teens.  

MARKETING STRATEGY OF BLACKBERRY

Youth Marketing Strategy

BlackBerry has been quick to understand the needs of its young customers.

In the last 8-10 months, this segment has grown phenomenally. This segment comprises the youth who do not have the financial power today but will have so tomorrow. This segment, which has a huge need to be connected, is growing for smartphones and specifically for BlackBerry.

So, while it has a range of pink, pearl and crimson models to entice women, there’s also a variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists.

Repositioning of The Product through advertising

‘Love what you do’This ad showcases every function of the Blackberry handset, inserting the tagline

‘love what you do’ on each one. ‘We’re the BlackBerry Boys’

The ‘BlackBerry’ Boys advertisement created by Ogilvy and Mather in 2010 said it

all—this smartphone brand wasn’t meant only for stuffy corporate suits—the young

and the savvy were naturally inclined to this high-end gizmo.

We are BlackBerry Boys - Advt - New - Prepaid.mp4

CONCLUSION All the above ads seem to have a common theme. Black Berry has set out to target a younger, more fun-focused consumer.  It can be concluded that the BlackBerry brand is repositioning itself, as its primary audience is no longer corporates.

MARKETING RESULTSBlackBerry (BBRY) announced its fiscal

1Q16 earnings, revealing a non-GAAP (generally accepted accounting principles) loss of $0.05 per share. This was a setback for the company and its investors, as BlackBerry had hopes of once again becoming profitable on a consistent basis.

CONTROLLING STRATEGIES BlackBerry is on track to double its

software revenues in fiscal 2016. BlackBerry won 2,600 new customers in

the last quarter. BlackBerry promoting its enhanced

SIM-based solution to carriers

Thank You