rim imc plan rough draft 3

PowerPoint Presentation

By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield

Research In Motion

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Marketing Objectives

Increase market share among younger generation by 10 % in North America in 2011

Launch new Blackberry Swirl phone line, directed at North American youth

Increase sales in North American Market by 5%


Basis For Segmentation

IdentifiableThe Target Market can be easily identified throughthe demographic feature of age and geographic region of North America.

AccessibleTelevision and Cinema advertising, Billboards and event sponsorship are all appropriate communication and distribution channels that can be used to reachour target audience

SubstantialThe North American youth is of substantial size and is rapidly shifting towards the smart phone market


Basis For Segmentation

MeaningfulThis technically savvy generation are early adopters of new technologies and are ever increasingly connected with one another and the worldsurrounding them.

DurableRetaining this segment as lifelong customers is an extremely important component of the target market. It can be noted that it costs as much as 6 times as much to gain a new customer than it does to retain a current one.


Target Market

North American Target marketPopulation aged 12-24 approximately 60 million in the US and 6 million in Canada.Target market is gender neutralTarget geographic market spans across all of Canada and the U.SMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow ChartPositioning Strategy

RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.


Competitive Approach

Continue to expand their product lines and services to growContinue to expand into foreign markets and build partnershipsAn increased number of competitors will enter the smartphone marketThere will be an increased demand for smartphones in the coming yearsConsumer expectations of smartphone devices will changeThe average selling price of mobile communication devices will declineRIM will continue to partner up with software developers and add applicationsMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Proposed Budget

Selling and administrative budget increased from 540million in 2007 to 881.5 million in 2008

Assuming these figures have increased accordingly since then we can conclude a budget for these costs approximating 1 billion

Using the Geographic mix we will also assume 63% of the budget can be justified in North America and the rest overseas

Leaving robust cash amounts aside for selling, administrative and marketing for projects ,we propose abudget of 80 million.


Overall Communications Objectives

Strengthen brand loyalty and continue long term growth by targeting the younger generation (Tweens) Retain young consumers for a lifetime by offering incentives that encourage trial purchase and brand switchingChange consumers perceptions about the brand image Maintain a positive public image in the community through local events and sponsorshipsIncrease brand awareness by presenting and promoting superior benefits of Blackberry, such as its BBM and secure enterprise serversOffer additional multimedia components to suit consumers interactive lifestyle


Creative Strategy

Your World Your SwirlMass CustomizationEngravingsColour SchemesProduct SpecificationsGet ConnectedMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Creative Executions

PromotingExclusive RIM eventPin it to win itOur new product line: Black Berry SwirlPromotional give away The following mediums will be usedT.V commercialsCinema advertisingBillboardsEvent sponsorship

BBM: Black Berry Messenger*this is a concept commercial*Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Media Strategies


Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Online Media

Media Strategies

Advergaming gained throughNCAA SponsorshipMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Flow Chart

Flow.

rim imc plan rough draft 3

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