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POSITIONING &

RE-POSITIONING STRATEGIES

ADOPTED BY RIM FOR

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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 known Smart Phone BlackBerry was released.

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

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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

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HOW BLACKBERRY WAS POSITIONED ?

Specific Demographic Strategy

Quality Positioning

Targeting only a particular demographic segment, namely the Business Executives

They showed commit-ment for quality in their products

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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.

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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.

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Comparative Analysis…

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.

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%

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REPOSITIONING

Changing a brand's status in comparison to that of

the competing brands.

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REPOSITIONING STRATEGIES

Bringing in new customers

Lower-price Strategy

Making the brand contemporary

Tried to expand their customer base by attracting younger generation.

Launched affordable lower priced models to reposition.

Tried to reposition with more appealing colourful campaign drive, especially targeting the youth.

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ANALYSIS

Position Brand Market Share#1 Nokia 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.

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THANKS FOR

YOUR VALUED ATTENTION

PRESENTERS: Litan RoyPranab Kr. SarkarPriyam MedhiJishurani ChellangKallol Das PurkayasthaDhritiman Banik