Transcript MS Power Point File : The New Blackberry Z10

Allen King
Ashley Davis
Sun Young Choi
Thy Tran
COMPANY
•
Research In Motion is now known as BlackBerry
•
•
29 years in cellphone business
BlackBerrys are sold in 175 countries
“BlackBerry's core strength is selling
products to businesses instead of
consumers.”(Lee, 2013)
PAST & PRESENT
•
•
•
Blackberry 850 two-way pager in 1999.
Blackberry came from the Lexicon Branding firm
that
felt the keys of the pager reminded the
executives of
drupelets on the blackberry
fruit.
Emails going directly to your phone was game
changer
“Research In Motion, a global leader in
wireless innovation, revolutionized the
mobile industry (RIM, 2013)”
PAST & PRESENT
•
•
Entertainment industry awards: 2
• 1994 Emmy for technical innovation
• 1999 Academy Award for Technical
Achievement
Projected loss for second quarter of current fiscal
year: between US$950 million and $995 million
CURRENT MARKETING
STRATEGY
“BlackBerry now says it's going to refocus its efforts on
enterprise customers that have always been its core
market.”
•
May 8, 2012, Blackberry hires Frank Boulben as CMO
•
Mr. Boulben has 20 years of International experience
in the wireless industry with senior marketing and
sales roles at global wireless carriers
•
Mr. Boulben wants to focus more on a global aspect
of BlackBerry, instead of U.S.
TARGET CUSTOMER
• Main Target: Business & Government customers
• Sub-Target: Business & Personal purposes users
1) Generation X (32~52) & Baby boomer(49~67)
2) BlackBerry users tend to be wealthier
3) The lowest BlackBerry ownership index among young adult
groups.
COMPETITOR
2009 VS. 2013
iPhone 3Gs
Date: June/2009
BlackBerry Bold
iPhone 5s
Samsung Galaxy S4
CURRENT
COMPETITORS
Android: HTC one, Motorola Moto X
LG Nexus 5 from Google
Windows phone: Nokia Lumia 1020
PRODUCT
• BlackBerry Z10’s
Competitive Advantages
1) Trusted Security : Blackberry
10 Receives FIPS 140-2 Security
Certification
2) BBM (BlackBerry
Messenger)
Instant messages & pictures
& Video & Voices
BBM is also available on
Android & iOS(apple)
3)BlackBerry Hub
• What make Z10 less
attractive
1) BlackBerry World
(Smart phone application store)
2) Application stores’ Market
share ranking
(Canalys, April 2012)
#1.App store(Apple)
#2.Google play(Android Market)
#3.Windows store
#4.BlackBerry World
PLACE & PRICE
• BlackBerry shop & other retailer:
Unlocked phone price
$399 (Nov.2013)
• AT&T, Verizon: Free + 2yrs contract
PROMOTION
Partnership with Alicia Keys
2013 Super Bowl Commercial
Limited edition for
Application Developer
Social Marketing
MARKETING
PROBLEM 1
• No tremendous product or service to market
• Stop making good smart phones in favor of a poorly
received tablet called PLAYBOOK
MARKETING
PROBLEM 2
Focus on developing WEAKNESSES instead of
building on STRENGTHS
Strengths: email, calendar management, messaging,
durability, battery life and security
Diverting talent, attention, resources,
investment and innovation from BlackBerry
to the Playbook  Lose Customers
MARKETING
PROBLEM 3
Fail to recognize who their customer was
• RIM’s management famously disagreed on who their
customer was
• Felt the customer was the corporation -> Marketing to
Business and Tech markets
Lose their customers to iOS/Apple,
Android and Nokia
MARKETING
PROBLEM 4
• Executives cannot set the Marketing Tone
• Lack of teaching the rest of the company how to talk
about their products, services, customers, media and
the market itself like Apple does.
IMPROVEMENT PLAN
TRENDY COLOR OPTIONS
RAZBERRY
BLUEBERRY BLACKBERRY(BLACK/WHITE)
Offering of new color options will help bring
Blackberry closer into the Trendy side of
Perceptual Map.
IMPROVEMENT PLAN
• Focus marketing resources on younger audience
• Create an Open Source strategy for Blackberry World
for developers to create better selling apps.
• Change perception of Blackberry
Boring All Business
Cool & Personal
BlackBerry Z10
Q&A