blackberry imc plan

5/21/2018 Blackberry IMC Plan

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Table of Contents

Product Description..............................................................................................................2

Company Analysis................................................................................................................6

Customer Analysis..............................................................................................................10

Competition..........................................................................................................................13

Climate..................................................................................................................................21

S.W.O.T. Analysis................................................................................................................26

Communication Objectives..............................................................................................35

Media Objectives.................................................................................................................39

Media Schedule.......................................................................................................49

Advertising Objectives......................................................................................................50

Marketing Objectives........................................................................................................52

Launch Strategies.............................................................................................................53

Packaging..........................................................................................................................87

Success Metrics.................................................................................................................90

Public Relations................................................................................................................92

Creative Brief....................................................................................................................96

Appendix...........................................................................................................................99

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Product Description

Mission Statement:

Corporate Responsibility: [Global Growth]:

Blackberry is a company driven by ideas. We believe that innovation andcollaboration will foster sustainable growth for our business.

Blackberry and its subsidiaries and affiliates ("Blackberry") are committed tooffering the best tools for communication and social collaboration andworking towards minimizing our environmental impact. Blackberry strives toact responsibly and expects the same of our partners and suppliers.

Research In Motion is now Blackberry:

Research In Motion (RIM), a global leader in wireless innovation,revolutionized the mobile industry with the introduction of the Blackberrysolution in 1999. Since then, Blackberry products and services have continuedto change the way millions of people around the world stay connected.

With the launch of Blackberry 10, we have re-designed, re-engineered andre-invented Blackberry. Not only did we introduce a new mobile experience toour global community of Blackberry users, but we are also introducing a newname for the company.

Research In Motion now operates globally under the iconic name Blackberry.

To further signal this exciting re-branding of the Company, effective February4, 2013, our stock ticker on the NASDAQ exchange will become BBRY and onthe TSX exchange, BB.

The Blackberry product line includes the Blackberry PlayBooktablet,award-winning Blackberry smartphones, software for businesses andaccessories.

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Product Life Cycle:

Market Introduction Stage: (2002-2004)

Blackberry products are now installed with voice calling

capabilities.

First smartphone to introduce wed searching and email on their

phone.

Not many competitors.

Prices remain fairly the same, for each model.

Growth Stage: (2005-2007)

There are now more than four million Blackberry users.

First consumer friendly devices (Blackberry Pearl) are

introduced. Research In Motion becomes the most valuable company in the

Toronto Stock Exchange.

Blackberry Curves are introduced.

Users increased from 4 million to 10 million.

Maturity Stage: (2008-2010)

Stock market crashes and RIM stocks share go down to $50.

Blackberry storm is introduced to compete against the Apple

iPhone.

The first playbook is introduced, to compete against the Apple

iPad, unfortunately it wouldnt come out until 2011.

Decline Stage: (2011-Now)

Playbook is introduced to the market, but is unpolished

2,000 employees are cut from their jobs.

Increase in phone prices.

Incapable of having apple and android apps.

Large number of competitors.

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Positioning:

Blackberry started the generation of smart phones. It was the first technological

company to include voice messaging capabilities along with text messaging and

email capabilities. Its the most trusted phone by large corporations who are looking

to use their phones for business. With the highest ranked security system integrated

in all devices, Blackberry is trusted by some of the highest government officials and

companies.

Points of Difference:

Easy transition between work life and social life.

Highest ranked security system for both cell phones and tablets.

3 different cell phone models.

Main Blackberry (American) Distributors:

Verizon

AT&T

T-Mobile

Sprint

Best Buy

Target

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Company Analysis

Goal:

Today, Blackberry aims to inspire the success of our millions of customers around

the world by continuously pushing the boundaries of mobile experiences

(Blackberry). Blackberry now Blackberry limited has changed the way millions of

people around the world stay connected. Blackberry believes that technology is

critical for business and important to the human experience. Blackberry is of the

believe that technology has the power to improve lives and build thriving

communities as well.

Focus:

Blackberry products are designed to easily switch separate a subscribers work life

from their personal life. With the highest security software on all Blackberry devices,

it is the most trusted brand by some of the most elite and highly ranked companies

and government officials. Blackberry makes sure to deliver the highest quality

products at an affordable price.

Culture:

RIM is a company driven by ideas. We believe that innovation and collaboration will

foster sustainable growth for our business.

Strengths:

RIMs primary competitive advantage is that their mobile phones are very secure.

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The company released its phones with secure encrypted network that allowed

sending emails between phones without possibility of stealing the information. This

became the unique selling proposition of Blackberries. This feature was a very

attractive feature to lure corporations and government contracts, which other

phone companies didnt have. This provided Blackberry with the opportunity of

becoming the number one choice for enterprises and governments.

Unlike other mobile phones and smartphone companies, Blackberry tries to appeal

to a narrow customer segment that is the governments and corporate segments.

This gives them the upper hand in providing to these sectors, a strategy rarely

utilized by other companies.

Weaknesses:

Due to poor marketing efforts one of Blackberrys weaknesses is the inability to

market the brand. Blackberrys brand was known in the market long before Apples

iPhone launch of Samsungs Galaxy success. RIM had a better quality phone in the

market before the Iphone was launched. However they were unable to keep up with

competition because of their poor efforts in the marketing strategies. Even with

better quality products, the company would be unable to sell them to consumers

as it would be overshadowed by Samsung and Apples marketing spending. Inability

to market the brand also resulted in declining brand reputation and low customer

loyalty. Declining brand value indicates decreasing brand appeal to consumers and

lower sales.

Blackberry phones and tablets are powered by RIMs own Operating System.

Unlike Iphone, Blackberry did not gain a competitive advantage by having their own

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OS. This is so because Blackberrys customer base is too small to have any profit for

major application developers. The fact that the Blackberry market has a minimal

amount of applications refrains customers from purchasing their products. The

company lacks enough funding and coordination to develop its OS properly creating

problems for sales.

Blackberry is highly dependent on government and corporate contracts as these

make up the largest companys customer base. Although Blackberry offers the most

attractive phones for governments and corporations due to phones with high

security features, the company is not guaranteed to receive long-term contracts

from the government and a loss of contract with at least one government agency or

corporate accounts result in substantially lower sales.

RIMs Blackberry PlayBook tablet had an unsuccessful effort to enter the tablet

market resulting in a low market share and losses for the company. Poor presence in

the tablet market decreases the companys chance to successfully compete with

Apple or Samsung.

Market Share:

Blackberry provides technology for business professionals primarily via phones and

tablets. Blackberry is dominated by Android and IOS (iPhone).

Market Share: 1.8%

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Customer Analysis

Market

We currently live in a society where just about everyone has a mobile device at

their reach. This means that competition in the mobile device industry is heavy. Someone

is always releasing the next revolutionary item. According to IDC the mobile phone

market is forecast to grow 7.3% in 2013 by 1 Billion Smartphone shipments. This is an

increase from 2012 where it was forecast to grow only a 1.2%. This increase in the

market share is due to the demand worldwide mobile devices.

With evolving operating systems emerging and competing to be number one the

mobile device market will not decline any time soon. Total smartphone shipments are

forecast to reach 1.7 billion units in 2017. Smartphones will represent virtually all of the

mobile phone market in many of the world's most developed economies by the end of

2017," said Kevin Restivo, Senior Research Analyst with IDC's Worldwide Mobile Phone

Tracker program.

Top Smartphone Operating Systems, Forecast Market Share and CAGR, 20132017

Smartphone OS 2013 Market Share 2017 Market Share

Android 75.3% 68.3%

iOS 16.9% 17.9%

Windows Phone 3.9% 10.2%

Blackberry OS 2.7% 1.7%

Others 1.2% 1.9%

Totals 100.0%

100.0%

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Type of Customer

The type of customer that the Blackberry currently attracts and what the

company aims to target are:

Corporate Companies

Government Contracts

Business Professionals

Entrepreneurs

Students

Small business Owners & employees

Value Drivers

Blackberry prices vary depending on the selected style. The prices range

anywhere from $59.99 to $799.99. Blackberrys competitors prices range right about

the same depending on the model as stipulated before.Samsungs prices range from

$75 to $800. Androids prices range from $5 to $800 and Apples iphone prices ranges

from $100 to $800. These prices include specials and markdowns. In comparing the

prices between Blackberry and its competitors it is fair to say that Blackberry offers

competitive prices. The company has a combination of price conscious customers

and those that are not given that some of the customers obtain phones through

their employment. The styles and models offered have different price levels, all

depending on the features of the device and materials utilized on the product. The

devices are physical distributors to retail stores like Best Buy and Target or through

mobile carriers such as AT&T and Sprint. Customers can also access the product via

the internet in sites such as amazon.com and shopBlackberry.com. Blackberrys

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strongest feature is that it provides the best mobile security within the industry.

Decision Process

The company has logos like Choose the Best business Partner and Make

Your Presence Felt giving the customer a sense that the company ensures that the

product is strong and dependable. Choosing Blackberry is an easy decision to make

when a customer is interested in a mobile device but with the added feature of the

strongest security systems in the industry. To top it off the features that the products

offered by RIM are revolutionary. It is the least you can expect from the company

that introduced the smartphone to the world. That type of recognition gives the

customer ease to know that they are making the right choice in selecting the

product.

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Competition

Apple:

Strengths

Customer loyalty combined with an expanding closed ecosystem. First,

Apple now has a full range of apps, software and products that are

interlinked and support each other. Second, new products and

supplements will be released soon (iTV), hence expanding the

ecosystem. Third, Apple has a strong customer loyalty, which increases

due to Apples closed ecosystem, which, in turn, is supported by

customer loyalty. So the combination of Apples expanding closed

ecosystem and customers loyalty increases firms competitive

advantage.

Apple is a leading innovator in mobile device technology. Companys

core competency of producing innovative products is the strength the

company builds upon and is able to bring the most innovative products

to the market.

Strong financial performance. Apples financial performance is one of

the best among many companies. It also has higher gross profit margin

than its main competitors, which is equal to 43.9%. Company has no

debt and is not directly affected by interest rates or credit markets.

Apple has a reputation of highly innovative, well designed, and

well-functioning products and sound business performance. Apple

brand is valued at $76.5 billion and was the second most valuable

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brand in the world in 2012.

Apples retail stores ensure high quality customer experience. They

provide direct contact with knowledgeable staff and increases brand

awareness.

Marketing is one of the strongest functional areas Apple has. It can sell

pricier products, build superior stores and advertise their

Weaknesses:

Apples products cost much more than its competitors devices. When

theres such a fierce competition, Apple product prices become a

weakness because consumers can easily opt for similar quality but

lower price products.

The iOS and OS X are quite different from other operating systems and

use software that is unlike the software used in Microsoft OS. Due to

such differences users often choose to stay with their accustomed

software and hardware.

Apples market share has recently fallen, it is second to 55.1%. The less

market share Apple has, the less it can influence its potential customers

and persuade them to jump into using Apples closed ecosystem

products.

The firm is often accused of infringing other companies patents and

has even lost some trials. This damages Apple brand and its financial

situation.

Apple has lost Steve Jobs in 2012 and Tim Cook became the new CEO.

Scott Forstall and John Browett (chief of retail) left the company too and

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this will have an impact on companys management, which, as many

think, will be negative.

Defects of new products is not a current Apple weakness but one that

jumps out time to time. Some of Apples iPod and iPhone releases had

clear faults and thus disturbed sales of the products and firms

reputation of superior product performance.

Current Apples gross margin is one of the highest in the tech industry

but analysts fear that due to increasing component prices and

competition current margins will not be sustained. Hence, glooming

firms future financial performance.

Market Share:

Apple is one of the dominant forces in the industry of portable &

innovative technology. Market Share -39.3%

Google:

Strengths:

As the company states: Googles mission is to organize the worlds

information and make it universally accessible and useful. The same is

with almost any of Google products. Googles products can also be used

with any OS or mobile device without a charge. Google openness is the

key why Google is the number one in many products and services.

Quality and customer experience are the primary objects. Everything

that Google offers is of premium quality. The products are aimed at

solving customer needs and problems by providing excellent customer

experience.

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Google is one of the most profitable companies in the world with

earnings nearly $50 billion and $11 billion profits (22%). The company

also holds $48 billion in cash and just $7 billion of debt.

Access to the largest group of internet users worldwide. Google has an

access to 79% of the world desktop search market users and 89% of the

world mobile search market users. Combined, these internet users

represent an extremely large market that Google can use to promote

and sell its products and services.

Strong patents portfolio. Intellectual property is the key in competing

against competitors and Google with Motorolas acquisition gained a

strong advantage over its competitors.

Nearly all Google products are integrated with each other forming an

ecosystem that enriches customers experience and encourages using

more of companys products and services. Google products can be used

on any operating system or any device without a trouble or can be

integrated with other company applications.

Many unique products are offered by Google every year, with so many

in development stages. Google emphasizes its innovative work culture

as one of its main competitive advantages.

Weaknesses:

Google has many products and services that add little value for the

business and make only losses, thus decreasing firms profits.

Google is often involved in litigations over the breached patents and

other intellectual property. These litigations are costly and time

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consuming and distract the company from innovating rather than

litigating.

Market Share: Android is head of portable technology market with a lead on

Apples 39.3% market share. Market Share - 55.1%

Blackberry Collaborators:

Subsidiaries:

QNX Software Systems

BBM, Inc.

New Bay

Slipstream Data Inc.

Certicom

Chalk Media

Torch Mobile

Callmania

Documents to go

Gist

tinyHippos

The Astonishing Tribe

Tungle.me

Scopeloop

Ubitaxx

Jay cut

Distributors:

The companies main distributors but not limited to:

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Best Buy

Radioshack

Target

Walmart

Amazon.com

ShopBlackberry.com

Verizon

Sprint

T-Mobile

AT&T

Samsung Electronics:

Strengths:

Samsung is focused on producing devices which can be integrated with

most of the software and OS. This gives Samsung products an edge over

Apples (its arch rival) devices, especially as Android and other OS are

gaining market share when iOS and OS X are losing it.

Samsung is the number 1 by market share in televisions and mobile

phones sales and some of the hardware parts (processors, memory

chips, etc.). This was largely achieved due to excellence in engineering

and both efficient and effective production.

Samsung focuses on producing environment friendly products that are

free from PVC and BFRs. Samsungs focus on environment gives it an

edge over its competitors in the eyes of its customers.

The company has set up its production facilities in low cost countries.

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This allows producing goods with low production cost and benefit

Samsung as it can offer lower price and earn higher margins.

Samsung Electronics have achieved large market share in many

products they sell, especially in mobile phones, smartphones,

semiconductors and television sets. Large market share has its

advantage, bargaining power.

Weaknesses:

Samsung is infringing Apples and some other firms patents, thus,

damaging its reputation and having to pay a huge amount of money in

damages.

Samsung Electronics is the largest technology business in the world in

terms of revenues but it has a low gross profit and net profit margins.

Although its smartphones business is quite profitable, Samsungs profit

margin is low due to its semiconductors sales and aggressive price cuts.

Software and OS production has a high profit margin, can increase

integration of companys products and brand loyalty. Without strong

software and OS Samsung is at disadvantage over its competitors.

Samsung Electronics serves 4 different industries with many different

products in them. Samsung is at disadvantage over its competitors

because it loses a focus when competing in too many industries and too

many products.

Market Share: -3%

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Climate

Employment Laws and Benefits:

Blackberry provides benefits to full-time permanent employees in all regions

globally. Benefits available to all employees around the globe include:

Employee Assistance Plan, which provides confidential short-term counseling,

referrals and information on a variety of issues.

Gym/fitness center membership subsidy for full-time employees

The Worldwide Travel and Medical Emergency Assistance Program (Global

Travel Program) is provided to all full-time Blackberry employees.

At Blackberry, we believe the best people create the best future, which is why your

growth and development are important to us. We encourage learning through a

combination of experience, relationships and formal education

Our healthy workplace program enables employees to increase control over and

improve their health and well-being.

Full-time employees are offered:

Seminars and workshops on work/life topics

On-site health services

Healthy workplace events

Weight management programs

Smoking cessation programs

Health promotion resources

Spirituality/well-being rooms

Seasonal flu prevention program

Office Ergonomic services

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Environmental Responsibility:

Blackberry recognizes that certain substances can have significant adverse effects on

the environment. Blackberry is continually investigating alternative and more

sustainable materials that have higher recycled content or that are more easily

recyclable. We abide by an internally generated Blackberry Restricted Substances

List, adapted from the Joint Industry Guide and the guidance of various regulatory

bodies.

Blackberry only uses substances that are compliant with the European Unions

Restriction of Hazardous Substances (RoHS) Directive. In November 2011, we updated

our Restricted Substances List to include several additional substances. In addition,

Beryllium has been banned from all new products and accessories since December2011. Blackberry also eliminated a number of phthalates from all Blackberry

products and accessories.

Blackberry is also working to find responsible alternatives to polyvinyl chloride (PVC)

and brominated flame retardants (BFRs) in new products. In recognition of the

potential hazards posed by halogenated compounds at the end of a product's life,

Blackberry is working to eliminate these substances.

Currently, all Blackberry smartphones contain less than 0.1% by weight of any

brominated or chlorinated substances, including BFRs, chlorinated flame retardants

(CFRs) and PVC. By the end of 2013, Blackberry intends to go a step further and reduce

the use of halogens in all homogeneous materials consistent with the JEDEC JS-709A

standard for all new products.

To help manage this growing list of controlled substances and associated

regulations, such as REACH and RoHS, Blackberry is upgrading its internal substance

management system which will enhance our ability to track what goes into our

Blackberry smartphones.

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RIM Restricted Substances (RRS List) Effective November 2011:

Economic Growth:

Blackberry has changed the way in which the entire world communicates.

Originating in 1984 as RIM . RIM was the first to develop wireless communicating

devices and software. With the introduction of the first Blackberry phone in 1999,

Blackberry has strived to create the best quality products and establish customer

loyalty. Word of mouth has played an integral part in the marketing. This would

have not been accomplished if the previous marketing campaigns target both theprimary and secondary markets. We strive to create a better marketing campaign in

2015 by expanding the marketing campaign and reaching out to a tertiary market.

This new campaign will also allow for the company and consumers to easily

interact, via social media, kiosks, trade shows etc.

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Device Distribution:

Blackberry devices include 16 different smartphone models and the tablet, BlackberryPlaybook. Having 16 different smartphone models allows our target market to

choose a smartphone which suits their lifestyle the best.

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S.W.O.T Analysis

Overview of the Blackberrys company weaknesses and strengths.

Strengths:

Capabilities:

Easy to multitask on all Blackberry products

Highest ranked security protection for smartphones and tablets

Only company to easily switch between work and personal life,

on devices

Blackberry offers companies to choose security settings on

company cell phones and tablets.

Competitive Advantages:

Only company that allows Blackberry phone be used as a

keyboard for Playbook (tablet)

Highest ranked security protection for smartphones and tablets

Integral security has earned trust of some of the most secure

organizations in the world

Customer loyalty lies with primary market, business

professionals

Only cell phone company left with physical keyboard

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Unique Selling Points:

High security

Fast communication

Product sustainability

Resources/Assets/People:

Blackberry technical support services

Annual support programs offered throughout the year

Blackberry training program

Blackberry certified builders

Blackberry certificate program

Experience:

Founded in 1984

Cell phone development and distribution established in 1999

Produced and distributed Playbook tablet in 2011

Knowledge/Data:

Manufacturing:

Waterloo, Ontario, Canada

Mississauga, Ontario, Canada

Kanata, Ontario, Canada

Tech Centers: Blackberry Tech Centers have been established to

provide a space where developers can meet, have access to

experts and tools, create applications and take part in half or full

day workshops. Locations have been selected based on RIM

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Technical Experts being available to ensure developer

communities are supported.

The Tech Centers have been designed with developers in mind; it

is a place for you to learn more about developing on theBlackberry platform. Whether you are a novice or expert

developer, develop on a platform other than Blackberry or simply

want to see a Blackberry 10 demo; you are welcome to come and

join us. These centers give you access to tools and the ability to

collaborate with your peers. Our expert staff have the knowledge

to help you take your application ideas from concept to creation.

North/Latin America

Europe

Middle East

Africa

Asia

Financial Reserves/Likely Returns:

Resources and returns should increase due to introduction of

Blackberry Playbooks third generation andBlackberry Z30 and

its latest updates.

Marketing (Reach/Distribution Awareness)

Television/Radio Spots

Print Ads

Social Media

Promotional Events

Outdoor Ads

Innovative Aspects:

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First to create a multiplatform interaction

Developed

Location:

International distribution centers

International cell phone carriers and electronic stores

Physical locations

Online retail

Quality:

Sound improvements, fewer dropped calls

Sharper and vibrant display

Light and durable devices

Accreditations/Qualifications:

BBZ10; Red Dot Awards, high design award, 2013

BBZ10; T3 Awards, phone of the year nomination, 2012

BBZ10; T3 Awards, best camera phone nomination, 2012

BBZ10; T3 Awards, best cell phone design nomination, 2012

Strongest Financial Standing, 2011

BB 7 OS, Common criteria EAL4 and certified award

Launch of warranty and repair services

Philosophy/Values:

Philosophy: committed to offering the best tools for

communication and social collaboration and working towards

minimizing our environmental impact. Blackberry strives to act

responsibly and expects the same of our partners and suppliers.

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Values: Research In Motion (RIM), a global leader in wireless

innovation, revolutionized the mobile industry with the

introduction of the Blackberry solution in 1999. Since then,

Blackberry products and services have continued to change the

way millions of people around the world stay connected.

Significant Customer Database:

Facebook likes; 29.3 million

Twitter followers; 3.7 million

YouTube subscribers; 159,000

Blackberry support users; 653,000

Customer Company Loyalty:

Mercedes Benz Formula 1 Racing Team

Manulife Financial

LPGA Classic

Toronto International Film Festival

NHL

Sponsorship:

John Mayer North American Tour, 2007

U2 360 World Tour, 2009-2011

Black Eyed Peas E.N.D. World Tour, 2011

75+ company related case studies

Distribution Channel (not limited to)

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ShopBB.com

Various approved online retailers

150+ distributors

Verizon Wireless, AT&T Mobility, Sprint Corporation,

T-Mobile, U.S. Cellular, Leap Wireless

Management/Careers:

A career with Blackberry means you can truly reach your full

potential. Were seeking driven individuals ready to make a

difference in a variety of areas and weve made searching for jobs

easier than ever

12,700 employees as of 2013

John Chen Interim CEO, Blackberry, Nov. 2013

Brian Bidulka Chief Financial Officer, Blackberry, 2005

Frank Boulben Chief Marketing Officer, Blackberry, Jun 2012

Kristian Tear Chief Operating Officer, Blackberry, Aug 2012

Steven E. Zipperstein Chief Legal Officer, Blackberry, July 2012

Weaknesses:

Competitive Strength:

Overshadowed by Apple and Android

Weak Brand:

Decline of consumers in the past three years, expect a comeback

Reputation:

Increase of consumers, competition and customer loyalty

Poor Marketing:

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Increase of marketing and public relations

Opportunities:

Competition:

Multi-platform use

Separation of business and personal lives

Highest security and privacy used in devices

Intentions:

Easy multitasking for customer

Tech Development:

Phones:

Qwerty keyboard

BBM video allows screen share

HDMI capability

BB Paratek Antenna allows for stronger connection and

fast data transfers.

Playbook:

1-1.5 GHz dual core processing

16-64 GB storage

3 MP HD front camera, 5 MP back camera, 1080 pixel

resolution

Adobe Flash 11.2 enabled

Devices:

Doc 2 Go; Microsoft Works, allows for no changes when

switching devices.

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Blackberry World

BB 10 OS

Easy separation between work and personal lives

Partners:

30+ National partners (including phone carriers, electronic

stores, online retailers)

Economy:

More people are starting businesses and getting back into jobs

Market Shift:

Secondary market would learn would see how easy it is to

separate work life from personal life.

Threats:

Strongest Competitors:

Apple

Google

Samsung

Nokia

Economy:

Not completely restored

Price inflation

Unstable government

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Communication Objectives

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Primary Market: Entrepreneurs and Business Professionals

Age: 25-40

Gender: Male and Female

Language: English, Spanish, and Cantonese

Education: Bachelors Degree

Employment: Beginning own business or stable employment

Average Annual Income: $39,000-$88,000

Interests: Business, travel, technology

How will target market be reached?

Multiple advertisement outlets, interactive services and public relations will

be used in reaching the target market. Some examples are (but not limited to),

television commercials aired during nightly news on various television networks.

Radio spots played on both FM and satellite radio. Printed advertisements will be

used in both magazines and newspapers, such asForbes Magazine, Wall Street

Journal and The New York Times. Logo placement will be used on Blackberry

sponsors items and events. Product placement will be used interchangeably between

movies and television shows. One of the most interactive ways the target market

could be reached will be through social media and social networking; with the use of

some of the most popular networks such as Facebook. Another interactive option

will be display kiosks set up in electronic stores and malls.

Secondary Market: Students

Age: 18-30

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Language: English

Education: Some college

Employment: Part/full-time student, Part/full-time employment

Average Annual Income: $0-$25,000

Interests: Education, technology, pop culture


Targeting a younger secondary market will be similar (but not limited to) to

targeting the older primary market. Television commercials will be used during

some of the most watched television shows such asDuck Dynasty, Doctor Who,and

Modern Family. Social media and social networking will be the most interactive way

for the secondary market to be reached. The secondary market will be able to

discover exclusive content through Facebook and Twitter. Product Placement in

various movies, television shows, and music video will be used as well. Some of the

hottest celebrities will be used as celebrity endorsements. Radio spots will be played

nationally on radio stations that are most listened to by people ages 18-30.

Blackberry kiosks will be placed in college campuses, electronic stores, and both

indoor and outdoor shopping malls.

Tertiary Market: Business owners/workers

Age: 40-65

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Language: English, Spanish, and Cantonese

Education: Bachelors degree

Employment: Stable employment

Average Annual Income: $45,000-$100,000

Interests: Business, travel, technology, health


Targeting an older audience will require less public relations and

advertisements (but not limited to). Print ads will be the most popular way of

reaching the target market. Printing ads in magazines and newspapers such as

Forbes Magazine, Wall Street Journal, and The Los Angeles Times. Radio spots will be

played nationally on both satellite and FM radio. Logo placement will be used on

Blackberry sponsors items and events. Television commercials will be aired during

nightly news on various television networks across the nation.

Media Objectives

A twelve month promotional campaign will begin in February 2015 and will

run until January 2016. Promotions and advertisements will be highly

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concentrated in weeks 2-4 of August and weeks 1-3 of December.

The 2015 Blackberry campaign will include television spots on networks across

the country, radio spots on both FM and satellite station across the country,

print ads in magazines and newspapers, billboards (live and still) and

building wraps social media websites and apps, internet advertisements,

product placement in television, movies, and music video, celebrity

endorsements, event and company sponsorship and interactive kiosks.

Primary, secondary and tertiary markets will be reached with this twelve

month campaign.

Television:

Primary Market

Television commercials will be aired at specific times and segments depending

on the target market. The primary market will be targeted with 13 networks

running commercials one month and the other 13 networks running the next

month. The spots will run 3 times a day, 5 days a week. During week 2-4 of

August, week 3-4 of November and weeks 1-3 of December, all Networks will

be running Blackberry commercial spots.

Secondary Market

The secondary market will be targeted with four networks running

commercials one month and the other four networks running the next

month. The spots will run 4 times a day, 4 days a week. During week 2-4 of

August, week 3-4 of November and weeks 1-3 of December, all Networks will

be running Blackberry commercial spots.

Tertiary Market

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The tertiary market will be targeted with six networks running commercials

for 12 months. The spots will run 2 times a day, 4 days a week. There will be no

changes for the peak months.

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Radio:

Radio commercial will run three times a day four days a week, across the top

100 music radio stations in the country. The radio stations will be broken up

into two; with half playing every other month; this excludes August,

November and December (peak months). Both the primary and tertiary

markets will be targeted during rush hour times. The secondary market will

be targeted anytime during 12PM and 10 PM. During peak months (August,

November and December, commercial spots will increase to four times a day 5

days a week, and this will target all three markets. Internet radio will also be

running commercial spots targeting all markets. Pandora Internet Radio and

Spotify will run daily commercial ads two times a day for 12 months.

iHeartradio will run spots two times a day, three days a week, every other

month with the exception of August, November and December; ads will

increase to five days a week.

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Print:

Magazine

One page color print ads will be placed in top 30 best selling magazines.

This print campaign will run in every other magazine once a month.

Ads will be seen in magazines as early as January 2015 (which will be

for the February issue). Magazine advertisements are targeted for all

three markets but will most likely be seen with our primary and

tertiary markets. Each magazine print ad will be designed to attract the

interest of the readers (example: Sports Illustrated will have a

Blackberry ad which is set in a sports theme).

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Newspaper

The top 25 national newspapers will run 1 full page black and white

print ad. These print ads will be seen once a month, with the exception

of weeks 2-4 of August, weeks 3-4 of November and December due to

high peak months. Newspaper print ads are meant to target all

markets, but will be most popular with the primary and tertiary

markets. These print ads will inform readers of the new features and

products that Blackberry has to offer.

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Outdoor Media:

All three target markets will be reached with the use of building wraps, still,

live billboards and public transportation posters. Billboards will be placed in

the 10 most populated cities in the nation (where law permits). All forms of

outdoor media will begin to be displayed in March 2015 and will switch off to

every other month. There will be one billboard per every 500,000 people in

that city. The use of English, Spanish and Cantonese used in the billboards will

vary according to demographics in that particular city. There will be an

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increase of billboards in each city during peak months from one billboard to

two billboards per every 500,000 people in each city. The design of each

billboard and wrap will be eye catching and legible enough to read while

driving. Public transportation posters will be used to reach the portion of the

target market that uses public transportation. There will poster for every 200

public transportation user and increase to 2 during peak months.

City Population

New York, NY 8, 143, 197

Los Angeles, CA 3, 844,829

Chicago, IL 2,842,518

Houston, TX 2,016, 582

Philadelphia, PA 1,463,281

Phoenix, AZ 1,463,281

San Antonio, TX 1,256,509

San Diego, CA 1,255,540

Dallas, TX 1,213,825

San Jose, CA 912,332

Social Media:

Facebook, Twitter and YouTube will be used as the main forms of social media

for this campaign. Using these social media platforms will allow consumers to easily

interact with Blackberry. Facebook will allow Blackberry to share pictures, videos

and information on new features, products and current event, with the audience.

The primary and secondary market will be reached, due to the high numbers of

users. Sharing worldwide current events, stock market news, business news and pop

culture news will allow the primary target to see how they easy they are able to

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separate their work life from social life, just like the phones. Facebook will also allow

users to share their thoughts or concerns on their Blackberry products. It will take

approximately two days for a response to any concern.

Twitter will reach the secondary market due to a high number of users being

in the ages of 18-25. Using Twitter will allow Blackberry to share real time news and

mentions by other companies. Just like Facebook, Twitter will allow its followers to

voice any thoughts or concerns when mentioning them. A response to any concern

will take approximately four days. Positive consumer tweets will be retweeted.

Tweeting will occur seven days a week during the peak hours of 8 AM and 7 PM.

YouTube will target the visual part of the primary and secondary market.

Setting up a YouTube account will allow the audience to get a behind the scenes look

on the company. It will also do live streams of Blackberry conferences going on

around the world. This form of social media will also allow Blackberry to archive

commercials. Unlike the Facebook and Twitter, YouTube will not respond to any

comments left on any video.

Internet:

A series of internet advertisements will be placed in various websites

according to markets to be reached. To reach our primary and tertiary market

advertisements will be placed on Google.com, Yahoo.com, MSNBC.com, CNN.com and

Amazon.com. Search engines and online shopping sites such as Google, Yahoo and

Amazon will have Blackberry products pop up in the search results when searching

for similar products. News outlets such MSNBC and CNN will have advertisements

placed next to stories. These ads will be placed, on websites similar to these, every

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other month, with the exception of high peak months of August, November and

December.

The secondary market will be reached through the placement of

advertisements on websites such as Facebook, Twitter, Yelp and YouTube. Facebook

and Yelp will sponsor Blackberry to promote the company on the side bars. The

Blackberry Twitter account will be promoted once every other month. An image with

the hottest Blackberry product will be shown and be eye catching for the audience. It

will also be suggested as an account to follow. During the holiday season, there will

be a national Blackberry trending topic that will also be promoted. YouTube will put

together short 30 second advertisements to run before videos, that will not allow the

user to skip ad.

Other:

Other forms of advertisements will include product placement, celebrity

endorsements, sponsorship and interactive kiosks. Product placements will occur

three times throughout the 12 month campaign period. One television show, one

movie and one music video will include any or all Blackberry products in them. This

will raise attention to the brand and will persuade the audience to purchase the

product. Celebrity endorsements will play along with any sponsorships Blackberry is

a part of. Past examples include the sponsorship of U2s 360 2009-2011 world tour.

Whichever celebrity is chosen to endorse the product will carry on a 12 month

contract with Blackberry to use any cell phone model, along with the tablet. The

celebrity will not be allowed to endorse any brand which Blackberry is in

competition with. If this contract is broken, Blackberry will have to press legal

charges. Sponsorships will also mean that Blackberry will host event for whichever

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brand they are sponsoring. If any of these events give out gift bags, one Blackberry

product will be placed in each gift bag. Interactive kiosks will be placed in shopping

malls, electronic stores and technology convention throughout the nation. These

kiosks will reach the target market by being eye catching and allowing the audience

to test out any of the products Blackberry has to offer.

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Advertising Objectives

Advertising objectives for Blackberry for calendar year 2015 will be:

Objectives:

To increase the intent of the customer to purchase by 15% by January of

2016

To increase brand name recognition by 10% by January of 2016

An Intense Advertising campaign will be launched commencing February 2015. The

Advertising efforts will include print advertisements in magazines, located in the

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social networking and business sections. The companys social accounts (Facebook,

Twitter, youtube, Flickr and the Blackberry blog) will be managed and kept up to

date in order to maintain an informed customer or potential customer. Finally, we

are going to do commercials that will target a market we have yet to allure to.

Magazines:

TIME Magazine

Forbes Magazine

Cosmopolitan

People

O The Oprah Magazine

People

Newspapers:

The Los Angeles Times

The New York Times

Television:

Current Networks

ESPN

CNN

Fox Sports

MSNBC

TLC

Social Media:

Facebook

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Youtube

Twitter

Radio:

Satellite Radio

AM/FM

Product Placement:

Scandal TV show

Criminal Minds Show

Castle TV Show

Fifty Shades of Gray Movie

Marketing Objectives

Marketing objectives for Blackberry for calendar year 2015 will be:

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. Using new

forms of media and will reach audience that may not have thought about

purchasing a Blackberry product. Blackberry strives to increase customer loyalty.

Due to a loss in revenue in the past two years, Blackberry strives to fix its reputation

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and make it the phone or tablet of America.

This will be a nation wide campaign, the marketing team will reach the target

markets by following a set schedule. August, November and December will be the

peak months during the 12 month campaign. During that time, advertisements,

promotions and public relations will increase according to season.

During the 12 month campaign all products will be sold online at

Blackberry.com. Blackberry products will be sold nationwide in electronic stores such

as Best Buy, Target, Walmart as well as online with third party websites. Blackberry

reserves the right to sell their products through certain third parties.

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Launch Strategy

This campaign will help with brand exposure, recognition and and reputation. It will

expand customer loyalty. If the company is successful in these following strategies

then there will be a larger market and new consumers.

Target:

Entrepreneurs/ Business professionals

Students

Travelers

Strategies:

Eye catching designs in various forms of print such as magazines and

newspapers. This will be easy for all target markets to recognize the

brand and company all while reading. These forms are easy to carry

around and audience could see it multiple times. Outdoor print such as

billboards, building wraps, bus stop and subway posters will be used to

target all markets. This form will be effective for drivers and public

transportation commuters.

There will be multiple media platforms used in this campaign. Some of

the most popular forms will be television commercial spots being aired

at scheduled times. Television spots will be easily remembered for a

creative form of exposure. Radio spots will be aired during peak hours

such as rush hour, when the consumer is driving. Internet

advertisements will be used in specific websites. This form would be the

easiest way to reach all target markets due to the fact that the

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advertisement will be in eye-sight for about 75% of the time. With

social media becoming more and more popular, Blackberry will use

websites and apps such as Facebook, Twitter and YouTube. Using this

form of marketing will allow interaction between the company and the

consumer. The secondary market will be the market most reached in

this form.

Other forms of reaching all target markets will be in the form of

sponsorship, product placement, celebrity endorsements and

interactive kiosks.

Promotion Budget:

The marketing and public relations teams will work together to make sure that this

campaign is successful in reaching all marketing objectives. There will be

consistency in advertising throughout all forms of marketing.

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1st Quarter:

Television :30

February:

March:

April:

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Radio :20

(Radio spots will run 3 times a day)

February:

March:

April:

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Magazine 1 Full Color Print Ad:

February:

March:

April:

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Newspaper full black and white advertisement:

(All newspaper ads will run just once a month during week 2)

February:

March:

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April

Internet colored sidebar advertisement:

February:

MSNBC.com

Twitter.com

March:

Yahoo.com

Facebook.com

April:

CNN.com

Yelp.com

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Outdoor:

February:

One building half wrap for every 500,000 people in the city

March:

One still billboard for every 500,000 people in the city.

(Language will vary depending on city demographics)

April:

One subway or bus stop (depending on city) poster for

every 200 public transportation user.

Sponsorship:

February:

NHL sponsorship, logo placements on NHL team products.

March:


April:


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2nd Quarter:

Television :30

May:

June:

July:

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Radio :20

(Radio spots will run 3 times a day)

May:

June:

July:

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May:

June:

July:

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(All newspaper ads will run just once a month during week 2)

May:

June:

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July:


May:

MSNBC.com

Facebook.com

June:

Yahoo.com

Yelp.com

July:

CNN.com

YouTube.com (sidebar and 30 second ad before video)

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Outdoor:

May:


June:



July:



Sponsorship:

May:

Mercedes Benz Formula 1 racing team, logo placements on

suits and cars.

June:


suits and cars.

July:


suits and cars.

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3rd Quarter:

Television :30

August:

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September:

October:

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Radio :20

August:

September:

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October:


August:

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September:

October:

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August: Ads will run once a week

September: Ads will run just once a month during week 2

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October: Ads will run just once a month during week 2


August:

MSNBC.com, Yahoo.com, CNN.com

Facebook.com, Twitter.com (National trending topic), Yelp,


September:

Yahoo.com

Facebook.com

October:

CNN.com

Yelp.com

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Outdoor:

August:


One still and one live billboard for every 500,000 people in

the city. (Language will vary depending on city

demographics)

Two subway or bus stop (depending on city) posters for


September:



October:



Sponsorship:

August:


suits and cars.

September:


suits and cars.

October:


suits and cars.

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Other:

August:

There will be product placement in a trending music

artists music video. Product will be in music video for a

minimum of 30 seconds.

Interactive kiosks will be installed in various college

campuses, electronic stores and shopping malls

throughout the United States.

September:




October:

Interactive kiosks will be installed in various college campuses,

electronic stores and shopping malls throughout the United

States.

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4th Quarter:

Television :30

November:

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December:

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January:

Radio :20

November:

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December:

January:

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November:

December:

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January:


November: Ads will run once a week

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December: Ads will run once a week

October: Ads will run just once a month during week 2

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November:




December:




January:

Yahoo.com

Facebook.com

Outdoor:

November:




demographics)



December:


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demographics)



January:



Sponsorship:

November:


suits and cars.

December:

New York Christmas day Parade, no commercial

interruption.

January:

Sundance Film Festival, logo placement will be used on red

carpet backdrop and gift bags will include one product.

Other:

November:

There will be product placement in a television show

Product will be in every other episode for a minimum of 7

minutes.


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December:

There will be product placement in a seasons highly

anticipated movie. Product will be in movie for a

minimum of 15 minutes.




January:




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Packaging

Moving toward a more sustainable, holistic packaging approach reduces

Blackberrys environmental footprint. New eco-friendly packaging for Blackberry

smartphones, along with reduced transportation emissions, paperless

documentation and new Blackberry accessories, help us deliver more sustainable

products.

Our compact box design for Blackberry smartphones is 55% smaller and 41% lighter

than previous boxes. Blackberry has eliminated petroleum-based inks from all new

product packaging since May 2012. All new Blackberry smartphones shipped since

June 2012 are shipped with 100% fiber-based packaging that is fully recyclable.

Printed paper documentation that ships with our products has been reduced and

user guides are now available electronically. Lighter-weight paper is now used for

printed information and new bands made of recycled paper bind the printed

material on most products, replacing plastic bags in packaging.

Our new package design allows for more than twice as many smartphones to be

contained on a single shipping pallet. With fewer trips for delivery of the products,

more efficient transportation and reduced emissions are achieved.

Newly designed accessories also help to reduce the box size for Blackberry

smartphones. The shorter and dual-function USB cable allows for connection to a

computer for data transfer. The new Blackberry Charger can be used with both a

Blackberry Micro-USB Cable and Blackberry Mini-USB Cable, eliminating the need for

its own built-in cable.

Size & Style

Small, light, rectangular, matte black box

Shined logo clearly visible on side of box

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Material & Extra Features

100% fiber-based packaging that is fully recyclable.

Lighter-weight paper

Pros

Recycled material shows are committed to Eco-friendly production of

products

Newly designed accessories also help to reduce the box size for

Blackberry smartphones.

The shorter and dual-function USB cable allows for connection to a

computer for data transfer.

Blackberry Mini-USB Cable, eliminating the need for its own built-in

cable.

Package design allows for more than twice as many smartphones to be

contained on a single shipping pallet

Cons

Disposable

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Success Metrics

Blackberry intends to achieve a $850 million dollar sales income. We also hope to

Increase market share and double it from 1.5% to 3%. The campaign aims to increase

the intent of the customer to purchase by 15% by January of 2016 and increase brand

name recognition by 10% by January of 2016. The marketing and advertising

campaign will reach all of our target markets. It will also increase customer loyalty

and help with brand reputation and image.

First Year Goals:

(Projections after the completion of the 2012-13 advertising campaign).

Increase sales by 13.2%

Measures of Success/Failure:

Blackberrys capability to easily interchange between work and social life use, will be

the main component of the marketing campaign. The security software will be

advertised as well, but will have more information once markets look at the device

more into depth. Blackberry will be competing against some of the most popular

technological brands. We plan to be different by specifically targeting our target

markets lifestyles.

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Public Relations

Primary Market: Entrepreneurs/Business professionals Age 25-40

Secondary Market: Students Age 18-30

Tertiary Market: Business owners Ages 40-60

Objectives:

1. To increase the brand image, reputation and customer loyalty of Blackberry by

15% for calendar year 2015

2. Brand exposure and media outlets will be used in achieve 30% for calendar

year 2015

3. The public relations team will work closely to execute five different Blackberry

events by January 2016

Tactics:

Press Kit:

Brand exposure will begin with press kits being sent out to multiple magazine

companies, electronic stores, business companies and celebrities. This will

allow the consumer to see what Blackberry has to offer. Press kits will include

the latest model of the Blackberry Playbook along with a wireless keyboard to

use with the Playbook. To have a better understanding as to who is behind the

product a letter from The Chief of Marketing, Frank Boulben will be included

as well as a list of Blackberry achievements.

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Press Releases:

Press kits will be distributed to multiple media outlets (Magazine, social

media, broadcasting companies, electronic supply stores, high traffic websites

and blogs) when presented and approved by copy editors and managers.

Media Alerts:

Twitter will be the most used form of media alerts. The Blackberry Twitter

account will retweet all mentions by other companies or celebrities. News

outlets, technology bulletins, blogs, and social media sites will be alerted

when there will be a Blackberry event.

Public Relations Schedule:

Promotions, events and consumer report will occur during set times. With

August, November and December being peak months, there will be relativity

between the promotion, event or consumer report according to the specific

time.

Social Networking:

Social media and networking will play an integral part of the Blackberry

public relations and marketing campaign. Websites and apps allow the

Blackberry and the consumer to easily interact. Facebook will be the most

popular form of social media. Every person who likes the Blackberry fan page

will be updated with real time news whether it be business news, current

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events and pop culture life. Twitter will be the easiest way for Blackberry to

respond the consumers thoughts or concerns in a playful manner all while

maintaining a professional attitude. This is also the most popular form of

media alerts due to the fact that Blackberry will retweet any mentions by any

celebrity or a another company.

Thought Leadership:

Blackberry makes sure that every customer and consumer is happy with their

product. The only way to achieve this is to make sure that only the highest

quality materials are used all while maintaining and healthy and safe

environment. Everyone at Blackberry gives their fullest attention and

potential to each product, no matter what position one is.

Crisis Management:

Any questions or concerns will be responded to, depending on the form of

outreach used. It could take anywhere between 1-6 days. Blackberry wants to

resolve any problems that they are presented with. Blackberry employees will

resolve any problems within the company, outside the company and customer

concerns. The crisis management team will work closely with the public

relations team to make sure that there are no problems and everythings goes

on without a hitch.

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Creative Brief

Blackberry has changed the way the world communicates. Each Blackberry

device is meant to easily interchange the use between work life and one's social life.

We want to create a product that is professional, responsible and safe all while being

fun and modern. Having 16 different smartphone models allows the consumer to

choose the right phone for their lifestyle.

Blackberry will ensure that the stipulated goals are reached by utilizing

resources efficiently. The goals to reach are to increase the intent of the customer to

purchase by 15% and increase brand name recognition by 10% by January of 2016.

We will do this by using the media sphere such as Facebook and Twitter to promote

our brand. This will aid in targeting our primary and secondary audiences. We will

also release commercials and billboards to create attention and therefore will

increase our sales.

Our advertisements carry messages such as make your presence felt and

choose the right business partner. Getting the idea across that with our products a

business partner will be able perform business transactions safely and efficiently.

Our primary market will rely on their Blackberry product to get the job done fast and

easy, all without having to worry about their safety and privacy. The multiplatform

software integrated in each of our products also allows the consumer to switch

between devices. This new development lets the user pick right up where they left off

on either one of their devices, without any changes. So whether one is in the sitting

down at their office or catching a train Blackberry will be there for you and will be

one of the most reliable business partners one will ever have.

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Transitioning between work life and personal life has never been easier. RIM

allows Blackberry users to create a separation between both those lives in their

devices. We want to create a products that you can count on. Count on us to be there

when you have to take that important conference call, or when you need to look up

the closest place to get drinks with your friends, Blackberry will be there for you. One

of our main ideas that we want to get across with this campaign is that we could

have fun all while keeping it professional.

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Appendix

AT&T. Blackberry Curve 9360 - Piano Black. 2013..

Blackberry. Blackberry - Devices. 2013..

Blackberry Hardware and Software for Testing Purposes. 2013. 2013.

Investors. 2013. 2013 .

Press Releases. 29 October 2013. .

Supply Chain. 2013. 2013.

Epstein, Zach. BGR. 30 October 2013. 2013.

Friend, David. RIM sells off 'non-core' New Bay Subsidiary. 28 December 2012. October2013.

IDC. Worldwide Mobile Phone Market Forecast to Grow. 4 September 2013. 2013.

Jurevicius, Ovidijus. SWOT Analysis of Blackberry (RIM). 17 May 2013. 2013.

Ko, Megan. RIM Joint Venture to Invest $100M in China's Mobile Industry. 28 May2010. November 2013 .

Lee, Tyler. Blackberry WorldWide Market Share Falls 1.7%. 12 November 2013. 2013.

Reimer, Luke. Tag Archives: Collaborations. 14 June 2011. 2013.

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Reuters. FP Tech Desk. 13 February 2013. 2013.

RIM. Legal Information. 2009. 2013 .

Rocco, Matthew. Blackberry Explores Possible Sale, Joint Venture. 12 August 2013.November 2013.

Rogers Media. Vancouver Blackberry subsidiary in good shape despite sale. 23September 2013. Novmber 2013.

StreetInsider.com. Blackberry (BBRY) Could Spin Popular BBM Unit. 27 August 2013.October 2013 .

The Official Board. Telecommunications - Blackberry. November 2013. 2013.

T-Mobile. Blackberry Shop. 2013..

Umiastowski, Chris. BBRY News & Analysis. 2013. .

Wikipedia. List of Mergers and acquisitions by Blackberry. 13 October 2013. 2013.

blackberry imc plan

Documents

blackberry imc plan

affiliates blackberry

launch of blackberry

blackberry products

global growth

global leader

sustainable growth

motion rim