Team one marketing solutions

Identifying the problem

Research

Causes / assumptions

S.W.O.T

Alternatives

Solution and implementation

References

RIM has not been able to penetrate their desired consumer smart phone market

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

BlackBerry released in 1999

Iphone released in 2007

BlackBerry’s first touch screen phone was the storm

Released the storm to become an Iphonekiller

Product breadth, RIM and Iphone

Market Share

Nokia

RIM

Apple

Others

Samsung

HTC

41 %

20%

11%

4%

21%

4%

Lack of brand breadth

Brand reputation/history

Not as user-friendly, eye-pleasing as its competitors

RIM is a powerful brand

RIM is carrier friendly

Significant penetration worldwide

Unique strategy

Customer loyalty

Lack of product breadth compared to competitors

Rely on vendors to support and service their products

Lack of reach to the consumer market

Increase in demand for smart phones

Further globalization

Brand loyalty

Increase in partnerships

Economy

Competition

Decline in average selling price

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

Advantages

Low cost of implementation

Excellent recognition of brand

Ability to partner with strong service providers

Disadvantages

Competition

Saturation

Diffusion of innovation

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

Product development

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

Mass marketing campaign

Advertising mediums

Business to consumer education

Updating current service providers

Co branding

Software

Service providers

Test market

Timing

New markets

Comparability

Lower manufacturing cost

Higher marketing budget

Introduction

Discounts

Maturity

Case study

Marketing text book

www.rim.com

http://forums.crackberry.com

http://gizmodo.com

www.wikepedia.com

www.apple.com/ca/iphone