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    Blackberry Case

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    Pankhil Shikha
    RIM has struggled to gain market share in the consumer smartphone market. While BlackBerry once dominated the business market with its secure messaging services, it has fallen behind competitors like Apple who have released more user-friendly touchscreen phones. This document analyzes RIM's weaknesses in brand reputation, product breadth and consumer market reach compared to rivals. It recommends that RIM rebrand and reintroduce its BlackBerry Storm smartphone for consumers, pursue new partnerships and marketing strategies, and develop more products to better compete in the growing smart device industry.

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    Blackberry Case

    Uploaded by

    Pankhil Shikha
    146 views20 pages
    RIM has struggled to gain market share in the consumer smartphone market. While BlackBerry once dominated the business market with its secure messaging services, it has fallen behind competitors like Apple who have released more user-friendly touchscreen phones. This document analyzes RIM's weaknesses in brand reputation, product breadth and consumer market reach compared to rivals. It recommends that RIM rebrand and reintroduce its BlackBerry Storm smartphone for consumers, pursue new partnerships and marketing strategies, and develop more products to better compete in the growing smart device industry.

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    blackberry case study

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    Blackberry case

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    RIM has struggled to gain market share in the consumer smartphone market. While BlackBerry once dominated the business market with its secure messaging services, it has fallen behind competitors like Apple who have released more user-friendly touchscreen phones. This document analyzes RIM's weaknesses in brand reputation, product breadth and consumer market reach compared to rivals. It recommends that RIM rebrand and reintroduce its BlackBerry Storm smartphone for consumers, pursue new partnerships and marketing strategies, and develop more products to better compete in the growing smart device industry.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    146 views20 pages

    Blackberry Case

    Uploaded by

    Pankhil Shikha
    RIM has struggled to gain market share in the consumer smartphone market. While BlackBerry once dominated the business market with its secure messaging services, it has fallen behind competitors like Apple who have released more user-friendly touchscreen phones. This document analyzes RIM's weaknesses in brand reputation, product breadth and consumer market reach compared to rivals. It recommends that RIM rebrand and reintroduce its BlackBerry Storm smartphone for consumers, pursue new partnerships and marketing strategies, and develop more products to better compete in the growing smart device industry.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 20

    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 BlackBerrys first touch screen phone was the

    storm Released the storm to become an Iphone killer Product breadth, RIM and Iphone

    Market Share
    4%
    4% 41 % 21%

    Nokia RIM Apple Others Samsung

    11%

    HTC

    20%

    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

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