INTEGRATED MARKET COMMUNICATION

-EKTA AHUJA

BLACKBERRY

Founded in 1984,Research in Motion in Canada

Introduced first device BlackBerry device in 1999

Introduced new features-push email, Qwerty Keypad, secured devices,internet faxing

Target market

Segment 1-Business

Professional

•Quickly access data in any database•Easy to use•Secured services•Supports decision making with automatic alerts

Segment 2-Behaviour

Segmentation

•Innovators•Like the fashionable Design•High Self esteem•Active consumers•Power to control people through technology

Segment 3-Income

•Above 30,000/month•Purchase expensive personal product

Current Positioning

Specific Demographics strategy-Brand which is as a more enterprise and professional focused one.

Quality Positioning-Commitment for quality

By use or Application-Differentiated their product with numerous business app such as BBM & message encryption

Sales Decline

BlackBerry for too long relied on its business customers to keep it in the game

Experienced a significant drop in revenue and market share, with its user base declining by an estimated three to four million per quarter in 2014.

Further it is estimated that services revenues tied to handset sales are expected to continue to decline 15 per cent per quarter through fiscal 2016

Source: http://marketrealist.com/2015/01/blackberrys-revenues-continue-to-decline/http://www.theguardian.com/technology/2013/aug/12/blackberry-for-sale-smartphone-market/

Source: BlackBerry filings

Reasons for sales decline1.BlackBerry failed to anticipate that consumers — not business customers — would drive the Smartphone revolution.2. BlackBerry was blindsided by the emergence of the “app economy,” which drove massive adoption of iPhone and Android-based devices. 3.Failure to realize that Smartphone's would evolve beyond mere communication devices to become full-fledged mobile entertainment hubs.Source:http://business.time.com/2013/09/24/the-fatal-mistake-that-doomed-blackberry/

Repositioning Strategy Gap Analysis Suggested a position of

Smartphone for the youth Targeting Women-Research shows 56% of

women owns a Smartphone as opposed to 51% of men-with Blackberry clearly their platform(21% of women against 15% of men)

BlackBerry serious image vs. Blackberry ‘s cool & funky image

New features, good look-youthful colors & low price

Source- http://www.theguardian.com/media-network/media-network-blog/2012/aug/06/women-lead-mobile-technology-retail

Proposed Communication