MARKETING PROJECT

BRAND NAME:- BLACKBERRY

Group Members:-
1. Anushri Khandelwal (05)
2. Kayumars Gandhi (15)
3. Gaurav Chawla (16)
4. Nitanshi Saxena (42)
5. Shivani Tawari (54)
OVERVIEW ON BLACKBERRY
• Blackberry is a line of
smartphones, tablets and
services originally designed by a
Canadian Company Blackberry
Limited.
• It specialized in secure
communication and mobile
productivity using its own
proprietary BLACKBERRY OS
developed by Blackberry Limited
(Previously known as RIM in
1999).
WHAT WENT WRONG FOR BLACKBERRY?
• Poor Leadership resulting in loss of key Managerial figures.
• Heavy and Innovative competitors in the form of Samsung and
Apple.
• Not willing to adopt newer and better technologies like Android OS
and full touch screen phones. They charged for Apps which Google
and Apple did not.
• Outdated Browser technology could not keep up with the advancing
Data (Internet) Package Services.
• Its first Touchscreen phone was not user friendly and the move was
“Too Little, Too Late”.
PRODUCT LIFE CYCLE OF BLACKBERRY PHONES
 WhatsApp Video 2019-09-17 at 11.21.31 PM.mp4
 BB-R - Product Description
• The product we are marketing is a new and
improved Blackberry Smartphone.
• We have made a complete full touchscreen
display removing the buttons.
• We have removed the Blackberry OS and
installed Android OS.
• We have also introduced the Google Play Store
with all its features replacing the Blackberry
Store.
• We will also be collaborating with JIO to offer
best data packages to our customers.
 MARKETING STRATEGY
SEGMENTATION

1. Geographic Segmentation:
 We will be targeting people from Tier 1, Tier 2, Tier 3 cities Pan India with a major
focus on Metropolitan Cities (New Delhi, Mumbai, Kolkata, Chennai).

2. Demographic Segmentation:
 We are sub segmenting this into Age, Income, Life Stage and Occupation.
 We will target people in the age group of 15-55 years of age irrespective of the gender.
 Target segment will be people with monthly salary in the range of INR 20,000 - 30,000.
 Another sub-segment are people who are Single or newly married couples who don’t
have many dependents on them.
 Occupational Sub-Segment will include students, Professionals, Managers & Executives.
 SEGMENTATION (continued)
3. Psychographic Segmentation
 Here a segment would consist of college students as psychologically
owning a high end Blackberry phone is a status symbol and a matter of
prestige for them.
 On an Individual level, the focus segment would be Aspirers,
Explorers and people who want to try something new and fresh.
4. Behavioural Segmentation
 In terms of customer loyalty, the target segment would be Hard Core
Loyalists of Blackberry and people who are “Switchers”.
 In terms of user status, the segment will be frequent users who use
their phones for more than just calling and messaging, people who use
their phones for work, research, online shopping, entertainment etc.
 TARGETING
Business
Professionals
& Students

Tier 1,2,3
High Income
Cities of India

Target
Market

Loyalists or
Innovators
Switchers
 POSITIONING
FRAME OF REFERENCE

Availability of Customer
Product Affordability Customer
Brand New Awareness of
Quality of the Product Support
Product the Customer

Apple E G P G E

OnePlus E E B G B

Samsung G E G G G

Legend Description
E Excellent
G Good
B Bad
P Poor
 POINTS OF PARITY
 Attribute/benefit associations that are not necessarily unique to the brand but may
in fact be shared with other brands.
Phone should be able to call and text
Connect via Bluetooth
Download Apps
Click Pictures
Great UI (User Friendly)
Quality Hardware.
 POINTS OF DIFFERENCE
 Attribute/benefit associations that consumers strongly with the brand and
believe that they could not find to the same extent with another brand.
 Enhanced Camera and POP up features.
 Blackberry Secure
 Blackberry Secure
A Full circle application, security, and mobility service provider

●
Breach Detection and
●
Mobility Device Management
●
M&A Due Diligence
Prevention.
●
Penetration Testing.

Strategy Assess

Monitor Implement

●
Security and threat ●
Security Training & certifications.
management ●
Incident Responses/ Forensics
●
Security Compliances.
The Most secure and Comprehensive way to connect people, Devices
, processes and system for all.
 BRAND MANTRA
The Champion of your Ambition
PERCEPTUAL MAP
 MARKETING MIX
 PRODUCT:-
 Specifications-
 Qualcomm Snapdragon 845, Android 11( Android OS)
 Three memory and storage capacity options- 4GB and
32GB, 6GB and 64GB, 6GB and 128GB, 8GB and 128GB.
 Dual camera setup- 16mp(front), 32+5 MP (back/rear
camera)
 Screen size- 6.41 inches full HD AMOLED display
 Display-1080x2340 pixels with a 90% screen ratio
 Color Variants - Black, White, Space Grey
 Fingerprint & Face Unlock
 Battery 4000 MAH with Dash Charging Feature
 MARKETING MIX
 PRICE:
 Pricing Strategy for different variants of
Blackberry are:-
1. 4 GB RAM – 32 GB Memory – INR 13,999
2. 6 GB RAM – 64 GB Memory - INR 17,999
3. 6 GB RAM – 128 GB Memory - INR 24,999
4. 8 GB RAM – 128 GB Memory – INR 32,999
 Low Cost EMI Option.
 MARKETING MIX
 PLACE :
 Product placement in several
retail markets and expansion of
distribution channels through
various retailers , vendors ,
dealers and other intermediaries.
 Listing products on various E-
commerce websites.
 MARKETING MIX
 PROMOTION:
1. Ground Level Promotion Strategy in different
Malls, Tourist Locations, Newspapers & Radios.
2. College Level Promotion Strategy in different
types of colleges (Graduation, Post-Graduation
etc).
3. Social Media Promotions on various social
media and microblogging platforms such as
Facebook, Instagram, Twitter etc.
4. “Shoutouts” by various influencers.
5. JIO Internet Package on buying a Blackberry
Phone.