INTRODUCTION TO THE COMPAN

BlackBerry is a manufacturer of wireless handheld devices ,introduced in 1999. The popular

BlackBerry smartphones were first released to the marketplace in the year 2002, focusing on e-
mail; it supports mobile phones, text messaging, push e-mail, internet faxing, web browsing and
other advanced wireless information services. The smartphones were developed by Research In
Motion (RIM), a Canadian company which transmits data over the many wireless information
networks of mobile phone service companies. RIM offers BlackBerry e-mail service to other
companies and their mobile phone devices through the BlackBerry Connect software. As a
result, BlackBerry is the world's second most popular smartphone platform with approximately
21% of the worldwide smartphone sales in the second quarter of the fiscal year 2009. On May
30, 2009, RIM made it known that the number of BlackBerry subscribers had reached about 28.5
million.

      

Moreover, the BlackBerry is mostly known for its sending and receiving of e-mail capability by
accessing a wireless network of certain cell phone carriers. It includes PDA applications and
telephone capabilities on newer models also. The majority of BlackBerry models have built-in
QWERTY keyboards; there are a few models that include a standard cell phone keypad for
typing. There is only one model with a full touch screen device with no physical keyboard
whatsoever; the navigation of the system is done by a trackball in the center of the device. Some
models even use a Push-to-Talk feature like that of a two-way radio.

INDIAN LAPTOP SECTOR

According to IDC India, a premier global market intelligence firm, the laptop market has
registered 79% Year-on-Year (YoY) growth during 2009. The laptop sales is growing at much
faster rate than projected. India's personal computer market is undergoing a major transition.
However, laptop computers cannot completely wipe out desktop computers, because both are
designed to meet different needs or different consumer segments. According to a top official of
HCL Info Systems, market share of laptops would be 35-40% in the next two years.

MAJOR PLAYERS
The major players in the laptop category are:

 Hewlett Packard (HP)

 IBM
 Toshiba
 Compaq
 Dell Computers
 Sony

Growth Drivers

 Indian Laptop market in now in sync with global market. It was in 2005 that sales of
laptops surpassed the sales of desktop computers for the first time in India .
 The Laptop market is growing at a fast rate because of change in work life of consumers.
As the need for "anytime anywhere" access to information is increasing, the sales of
Laptops are also increasing.
 Other factors that are responsible for the hike in sales figure are reduction in prices and
affordability. Laptops are now sold at approximately half the price at which they were
sold two years ago. Laptops prices are now almost at par with the desktop computer
prices.
 The third most important factor is duty free import of Laptops as a personal baggage that
has helped a lot in increasing the penetration level of the product among the consumer
population. Awareness about laptops has also increased over the years.

BLACKBERRY LAPTOP

The smartphone leader, BLACKBERRY is now going to enter into the portable PC segament
with a comprehensive lineup of Notebook PCs. The company is going to introduce its 1st laptop
to the indian market. It made a foray into the fast growing notebook segament with its new
series.

The notebook lineup includes notebook in different categories:

 Premium, Thin, and Light –X series

 Mobile optimum-Q series and the allrounder
 Mainstream-the R series
The comprehensive notebook range is launch on the 25th december 2009, which reflects the
BLACKBERRY’s design and manufacturing leadership, with upto 75% of components going
into the notebooks, being manufactured by BLACKBERRY. From memory to hard drives to the
LCD display and batteries –totally made by blackberry itself. This is what sets BLACKBERRY
apart from its competitors and gives the customer, the reassurance on product quality and
reliability.

With its entry into the indian notebook market, the company which was indulge only in IT
solutions, is providing a complete PC solution to its customers. With the launch of its new
models, Samsung has emerged as a full range player in the Indian market with a comprehensive
lineup of Mini notebooks, targeting both the home user as well as the enterprise segment.

"The new range of Mini Notebooks and Notebooks comes with differentiated features like LED
backlit displays in all models for brighter pictures and lower power consumption and powered
USB , Samsung utility softwares, Spill-Proof Keyboard , SRS Surround sound solutions in select
models."

Blackberry use its latest technology which will change the focus to differentiate itself from
producing a normal laptop to an improved version. All of the NOTEBOOK PC ensure quality,
availability and customer satisfaction. BLACKBERRY is also going to export its
NOTEBOOK PC’s to many other countries of the world.The demand of NOTEBOOK PC is
increasing and the demand of Dekstop PC is decreasing day by day. The marketing strategy is
based on strong quality of product delight to target market. BLACKBERRY will focus on it’s
availability of product, competitive pricing and greater value than competitors.

MARKETING OBJECTIVE

The main objective of the company is to attain quantitative and qualitative leaderships in the
notebook sector by providing the best quality to the customers at the reasonable prices.a
company can grow only when it get the maximum satisfaction from its customers. So the
company is mainly focus on the customer satisfaction objective.

The other objective defined by the company is to maintain constant positive sales growth every
year than the other competitor. There are so many competitors in the market. Therefore as a
global brand , Blackberry is setting itself as a brand different from the others which are present
in india.
Blackberry’s main goal is to increase market share in india by the market development.it is also
going to modify the existing market areas.blackberry is mainy focus on delivering or providing
value to its customers- whether they are new users,brand loyals or switch loyals.

Blackberry is also aiming to product awareness(through advertising-video ,audio, or print) as

well as sales by persuasive promotional activities like discounts,free accessiories, providing EMI
facility,and many more.

FINANCIAL OBJECTIVE

The financial objective of the company is to generate an average sale of about 10,000 pieces
per month and around 1,20,000 pieces per year. This objective can only attain throgh the
following factors:

 By making customers aware about the product.

 By providing the best quality product and sell them at reasonable price.
 By maintaining the good public relations.
 By differentiating the product from rival competitors.

Blackberry is also aiming to maintain a double digit growth every year.

MISSION

“The mission is to provide quality at a competitive price, growth in diversity, and

continue to contribute to the growth in INDIA by being the market challenger.”

S-T-P ANALYSIS

SEGMENTATION:-
“At the heart of every marketing strategy decision is marketing segmentation, dividing large
markets into smaller and more substitute markets in order to target consumers who buys
effectively”

In its new product (laptop) BLACKBERRY made explicit performance as the research and
development has come up with their new vision on strategic focus on adding value to the product
to the target market segments. The marketing segment usually allows some space for nonspecific
definations and estimates. This product will focus consumers, both corporate and end users. The
profile of blackberry notebook customers consist of the following geogrphies, demographics,and
behavioral factor:

GEOGRAPHIC-