Blackberry - FOM

SHAHEED SUKHDEV COLLEGE OF BUSINESS STUDIES
FUNDAMENTALS OF MANAGEMENT
COMPREHENSIVE RESEARCH ANALYSIS OF RESEARCH IN MOTION (RIM)
Submitted By:-
ARUSHI SHARMA | HISHAM A RIZVI DIVIK GIRDHAR | DRISHTI RANA
BBS I-B
The Next Big Thing!!
ACKNOWLEDGEMENT
This project would not have come to fruition without the help of several individuals to whom we owe many thanks. Our deepest thanks to our Lecturer, Mr Ameet Sao, without whose constant guidance, support and time, this project, would have been a distant reality. We express our thanks to our Principal, Ms Poonam Verma, for providing us with the right kind of environment in the college, which helped us in the realisation of this project. Without the cooperation of the participants of our survey Smartphone sectors reality, we would not have been able to give our project report the essential interactive touch that a subject like this requires. We would also like to thank our families, friends and other wellwishers, who supported us on all accounts, during the preparation of this project.
Arushi Sharma (50240) | Divik Girdhar (502) | Drishti Rana (502) | Hisham Ahmed Rizvi(50269)
DECLARATION
The following students:Arushi Sharma 50240 Divik Girdhar 50256 Drishti Rana 50258 Hisham Ahmed Rizvi 50269 of the Bachelor of Business Studies course, Semester 1, studying in Shaheed Sukhdev College of Business Studies, University of Delhi, hereby declare that the Project titled Comprehensive Research Analysis of Research in Motion (RIM), for the subject Fundamentals Of Management for the academic year 2011-12, has been submitted for the first time and here only. Date: 18/10/2011
(Mr. Ameet Sao)
Students Signatures
Introduction
The company behind the BlackBerry
Research In Motion (RIM) is a global leader in wireless innovation, which revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999. It is a Canadian global telecommunications company headquartered in Waterloo, Ontario, that designs, manufactures and markets wireless solutions for the worldwide mobile communications market. RIM provides platforms and solutions for access to information, including e-mail, voice, instant messaging, short message service (SMS), Internet and intranet-based applications and browsing. RIMs portfolio includes the BlackBerry wireless solution, the RIM Wireless Handheld product line, software development tools and other software and hardware. It was founded by Mike Lazaridis, who currently serves as its co-CEO along with Jim Balsillie. The BlackBerry product line includes the BlackBerry PlayBook tablet, the awardwinning BlackBerry smartphone, software for businesses and accessories. BlackBerry products and services are used by millions of customers around the world on a daily basis. WHY WE CHOSE RIM? The reason we chose to study this company and its particular smartphone product line is the fact that the opportunities of expansion for this company are huge in the given Indian market. Its operations are catching on rapidly in India, especially with the young, finacially independent and tech-savvy generation. The core competency of this product, the BlackBerry Messenger has not been duplicated by any other company with much success; which gives it a massive edge over its competitors in terms of consumer satisfaction. RIM today faces extreme challenges and brilliant opportunities at the same time. It is upto its marketing to decide the future for the company. Therefore, we thought it would be ideal for us to trace the history, follow the growth, study and interpret the strategy and forecast the future plan of action of this company, which is on the verge of becoming the next big thing.
RIM- Tracing its History
Two engineering students - Mike Lazaridis (University of Waterloo) and Douglas Fregin (University of Windsor) - co-found Research in Motion. The company was set up as an electronics and computer science consulting business based in Waterloo.
1984
The company becomes the first wireless data technology developer in North America. The technology is mainly used for business communications, such as processing credit-card sales.
1988
The focus shifted to two-way wireless communication when the research staff found a way to send messages back as well. Jim Balsillie joins RIM, putting $250,000 of his own money into the company.
1992
RIM introduces its first wireless handheld, the Inter@ctive Pager.
1996
RIM is listed on the Toronto Stock Exchange as a publicly traded company - and raises more than $115 million from investors.
1997
RIM introduces its first BlackBerry, a wireless handheld computer. It offered a six-line display and allowed basic e-mail and two-way paging. RIM is ranked as one of Canada's fastest-growing technology companies.
1998
RIM is listed on the NASDAQ exchange. The company raises another $250 million to develop its BlackBerry technology.
1999
RIM raises another $950 million through a share offering.
November 2000
RIM upgrades the BlackBerry to include voice and data transmission. E-mail capabilities are improved so users can access multiple e-mail accounts.
2002
RIM announces that its BlackBerry subscriber list has passed the 10million mark.
2007
Alcatel-Lucent announces an agreement to distribute BlackBerry smartphones in China. The news sends RIM shares up eight per cent, making RIM the most valuable company in Canada, based on market capitalization
October 2007
Past Acquisitions by RIM

Alt-N Technologies Ltd., a software development company and division of Research In Motion (RIM) produces and sells the MDaemon email server for Windows. Alt-N Technologies develops email messaging and security server applications for the medium and small business communities. Certicom Corp. is a cryptography company. The Certicom intellectual property portfolio includes over 350 patents and patents pending worldwide that cover key aspects of elliptic curve cryptography (ECC): software optimizations, efficient hardware implementations, methods to enhance the security, and various cryptographic protocols. DataViz, Inc. is a software company which created MacLinkPlus and RoadSync. MacLinkPlus is a Macintosh program for converting files from one format to another. RoadSync utilizes the Microsoft Exchange ActiveSync protocol to access Exchange information which includes e-mail, calendar and contact information. On September 8, 2010, they sold their office suite Documents To Go and other assets to Research In Motion for $50 million. The Astonishing Tribe (TAT) is a company with headquarters in Malm, Sweden. It was founded in February 2002 and for the first year the company worked with TV commercials, animation, post production for film, consultancy services within image compression for embedded systems, and interactive art.TAT was acquired by Research in Motion (RIM), on December 2, 2010. They are set to bring "their talent to the BlackBerry PlayBook and smartphone platforms."
JayCut In July 2011, RIM brought on JayCut, a Sweden-based company that is an online video editor. JayCut will work with RIM to add video editing capabilities to the BlackBerry platform.
Newbay In October 2011, RIM brought on NewBay, an Irishbased company that is an online video, pictures and tool for media networks editor
RIM - Growth over the years

Year 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Sales 294,000,000 307,000,000 595,000,000 1,350,000,000 2,066,000,000 3,037,000,000 6,009,000,000 11,065,000,000 14,953,000,000 19,907,000,000 Operating Income 58,000,000 64,000,000 78,000,000 386,000,000 617,000,000 807,000,000 1,731,000,000 2,722,000,000 3,507,000,000 4,639,000,000 Net Income 28,000,000 149,000,000 52,000,000 206,000,000 375,000,000 632,000,000 1,294,000,000 1,893,000,000 2,457,000,000 3,444,000,000
Products by RIM
The BlackBerry family includes best-in-class smartphones and software offerings, as well as the BlackBerry PlayBook, the worlds first professional-grade tablet.
Selected product line
The BlackBerry Smartphones
RIMs most notable product is easily a mobile device dubbed the BlackBerry. This revolutionary smartphone has implemented itself into the everyday lifestyle of millions of individuals in over 140 countries.
BlackBerry has already proven itself as a product and a brand. With BB reaching phenomenal highs in India, and now facing a possible downturn, we thought it would be the perfect company to be analyzed from a global as well as Indian perspective.
Study of the Smartphone sector
OBJECTIVE OF RESEARCH
Before we studied the Blackberrys marketing strategy, we decided to study the smartphone market in general, in order to understand the consumer behavior. With more than 20 million smartphones available in India, it is imperative for various groups to understand the behavior of smartphone users.
A smartphone was defined as a mobile phone that offers more advanced computing ability and connectivity than a contemporary basic featured phone. For e.g.: Apple iPhone, Blackberry, Nokias high-end series. SECTION I PRIMARY RESEARCH
In order to fulfill the above objectives, a survey was conducted on a sample of 56 individuals, from the age group 15-55, comprising 21 males and 25 females. The survey, although conducted on a small scale, shows some emerging trends and demographics. The results were as follows:
ANALYSIS OF THE RESULT

Scrutinising the results above, the following conclusions may be drawn: Smartphones are still a niche market, though there is huge scope for expansion. Nokia and RIM (BlackBerry) are dominant players in the Indian smartphone market, while Apple is a core competitor. Indian smartphone users spend more time on the Internet than on traditional voice calls and SMS of that time goes into gaming, entertainment, and Internet. Traditional voice calls and text messaging take a mere 8% of the time, and the rest of the time is spent on social networking and instant messaging. The common user considers BlackBerrys BBM service to be its core competence, and a differentiating factor from other smartphones available in the market. The smartphones manufacturing companies target market is slowly shifting from professionals-only to a mix of professionals and general users. The given mix of responders agreed to the fact that if given a chance, and if their financial status permits, they would buy a BlackBerry device without hesitations. Though Nokia is a dominant player even now, its numbers over the years are fast declining, and competitors like RIM and Apple are catching up very fast. Nokia is still preferred by buyers with a purse of below 10,000 rupees. But when the limit goes beyond that a drastic shift is seen towards smartphones from Apple and BlackBerry devices.
SECTION II SECENDARY RESEARCH

On a global level, smartphone sales registered a 85% increase and accounted for 23.6% of overall mobile sales in 2011. Smartphones registered 100.8 million unit sales in 2011. Following statistics make the picture clearer:
STUDY OF THE SELECTED PRODUCT LINE

Introduction
Research In Motion (RIM) is a global leader in wireless innovation, which revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999. It is a Canadian global telecommunications company headquartered in Waterloo, Ontario, that designs, manufactures and markets wireless solutions for the worldwide mobile communications market. RIM provides platforms and solutions for access to information, including e-mail, voice, instant messaging, short message service (SMS), Internet and intranet-based applications and browsing. RIMs portfolio includes the BlackBerry wireless solution, the RIM Wireless Handheld product line, software development tools and other software and hardware. It was founded by Mike Lazaridis, who currently serves as its co-CEO along with Jim Balsillie. The BlackBerry product line includes the BlackBerry PlayBook tablet, the awardwinning BlackBerry smartphone, software for businesses and accessories. BlackBerry products and services are used by millions of customers around the world on a daily basis.
Marketing Mix: The 4 Ps of Blackberry.

- THE PRODUCT
BlackBerry is a line of wireless handheld devices developed by the Canadian company, Research In Motion (RIM). 1999 Introduced as a two way pager that was introduced in as a two-way pager. 2002 - The more commonly known Smart Phone BlackBerry was released. The Smart Phone supports the following features: o Push e-mail o Mobile telephone o Instant messaging features: BlackBerry Messenger (BBM) o Text messaging o Internet faxing o Web browsing o Multi-touch interface o Other wireless information services BlackBerry first made headway in the marketplace by concentrating on e-mail. BlackBerrys can message each other using the PIN directly or by using the Blackberry Messenger application.
PIN is an eight character hexadecimal identification number assigned to each BlackBerry device. PINs cannot be changed and are locked to each handset device. Blackberry models in India include: o BlackBerry 8300 Series (Curve) o BlackBerry Pearl o BlackBerry Bold o BlackBerry Torch o BlackBerry Bold 3G, etc.
BlackBerry holds the world's second highest market share in the smart phone platform. The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies. As of September 2011, there were seventy million BlackBerry users.
BlackBerry Messenger BlackBerry devices use the proprietary BlackBerry Messenger, also known as BBM, software for sending and receiving instant messages via BlackBerry PIN. Blackberry Messenger is one of the fastest messengers on a smartphone. Third-party software Third-party software available for use on BlackBerry devices includes full-featured database management systems, which can be used to support customer relationship management clients and other applications that must manage large volumes of potentially complex data. BlackBerry devices will be able to run Android applications when RIM brings QNX and the Android App Player to BlackBerry.
PRICE
As on October 2011, the prices of various BlackBerry phones available in India were as follows,

BlackBerry 8320 BlackBerry Bold 9000 BlackBerry Pearl 8110 BlackBerry 8310 BlackBerry Pearl 8120 BlackBerry 8820 BlackBerry Curve 8300 BlackBerry 8800 BlackBerry 7130g BlackBerry Pearl 8100 BlackBerry 7100g BlackBerry 8700g
Rs.24,000 Rs.33,600 Rs.24,199 Rs.24,029 Rs.24,229 Rs.30,800 Rs.23,367 Rs.28,800 Rs.14,400 Rs.21,100 Rs.10,500 Rs.14,400
BlackBerry has strategically placed smartphones in all price ranges, as well as with different features to suit different needs. They have given people the option to choose from a variety of models according to their need and budget, while maintaining the availability of signature features like BlackBerry Messenger and Push-Mail service in all the brands so that the essence of having a BlackBerry can be experienced by all the users across different budget ranges.
A variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists. We have built up a portfolio at different price points to target different segments of consumers, Krishnadeep Baruah, Director (Marketing), RIM India.
PLACE
The global perspective
During 2010, RIM sold 47.5 million mobile phones, an increase of 38 percent year-onyear. The performance in Q4 2010 was particularly strong in Canada, Indonesia, United Kingdom, and the Netherlands
Although developed countries are a large market, research proves that developing countries such as India and China will be an even larger market.
BlackBerry is currently available for sale in the following countries:
American Virgin Islands Anguilla Antigua and Barbuda Argentina Aruba Australia Austria Bahamas Barbados Belgium Bermuda Brazil British Virgin Islands Canada Cayman Islands Chile China Colombia Cyprus Czech Republic Denmark Dominica Ecuador Estonia
French Guiana Finland Former Yugoslav Republic of Macedonia (FYROM) France Germany Greece Grenada Guadeloupe Guam Guyana Hong Kong Hungary Iceland India Indonesia Ireland Isle of Man Italy Jamaica Japan Latvia Liechtenstein
Malaysia Malta Martinique Mexico Moldova Monaco Montserrat Netherlands Netherlands Antilles New Zealand Norway Panama Paraguay Peru Poland Portugal Puerto Rico Romania Russia Saint Eustatius Saint Martin Saint Pierre Saint-Barthelemy Saba
San Marino Serbia & Montenegro Singapore Slovakia Slovenia South Africa Spain St. Kitts and Nevis St. Lucia St. Vincent and the Grenadines Suriname Sweden Switzerland Trinidad and Tobago Turkey Turks and Caicos Islands United Kingdom Ukraine United States Uruguay Vatican City Venezuela
The Indian Perspective

BlackBerry plans to sell more devices in India, where smartphone shipments are forecast to grow almost 70% a year until 2015, to help mitigate their market-share losses in the US and Europe.
Data collected by Cyber Media Research indicate that RIM had 13% share of Indias smartphone market in 2010, up from 8% in 2009. Nokia leads the smartphone shipments in India followed by Samsung. As per data released by IDC, Nokia holds a strong 45.8% market share in smartphone shipments, followed by Samsungs 21%. Research in Motion, the maker of Blackberry phones has a 15% market share. The top 3 manufacturers together, have a 81.9% market share, leaving a paltry 18% to the likes of Apple, LG, Motorola and Sony Ericsson. A total of 2.4 million smartphones are shipped to India in Q2 2011 (April, May and June). This is 5.6% of the overall mobile phone shipments. 2.4 million smartphone shipments in Q2 2011 is a marginal increase of 0.4% from the previous quarter. When we analysed the Indian market, we found that Blackberry sales are restricted to the high-end urban market. This may be due to varied demands of a differentiated society. But in the college space as well as the corporate sector, BlackBerry has become a rage, with students and professionals alike preferring Blackberry over most other brands. The reason for the paltry numbers for brands like Apple is the heavy pricing which renders most customers unable to buy them. Various other brands like Motorola and Samsung still suffer from lack of customer confidence and loyalty, which Nokia strongly leverages and enjoys. Excellent after sales services have been a strong point for Nokia, which BlackBerry is fast catching up with.
The Indian market can be broadly divided into two sectors; the urban and rural markets. Both these markets differ drastically in terms of needs, demands, financial orientation and necessity of the consumers.
Urban Users
Business uses Latest applications for the business user Advanced features and applications Lifestyle Status symbol
Rural Users
Affordability Connectivity Battery Life Network expansion Low tariffs Lucrative Offers
THE DIFFERENTIATED INDIAN MARKET
BlackBerrys distribution in 2008 was limited to 15 towns and cities. It has now expanded to 80 towns and cities in India and a large part of that is emerging towns and cities. BlackBerry is creating shop-in-shop Blackberry Experience Zones to create the experience of the product, even in small towns. Although rural areas may seem an unfit market for smartphones, BlackBerry wishes to penetrate into smaller cities and towns in India, due to the following factors: It is ideal for the lower-range smartphones to be introduced. Limited availability of fixed-line services has made mobile telephony the only source of telecoms service. It is the next big thing, with a 770 million population potential. As and when people will acquire more wealth and financial statuses will increase, people will try to move onto better phones, and with BlackBerry phones available at different ranges, the potential market that can open up is huge. Rapid urbanisation is ensuring cultivation of a modern culture in even small towns, and with Blackberry fast becoming part of this city culture, its replication in towns cannot be ignored for long.
PROMOTION
RIM has done an excellent job of establishing the BlackBerry brand. Whether you live in North America, Asia, or Timbuktu, the majority of society is aware of what a BlackBerry is. RIM has relied on their solid reputation in place of effective promotion, such as catchy slogans, eye-catching magazine ads, and famous product placement.
The Marketing Strategy of BlackBerry

TARGET MARKETS BlackBerry has divided its target market into two basic segments: Enterprise customers BlackBerry was a "company decision". Enterprise customers High end users Aged 25+ years Mainly mid to senior level management professionals Cosmopolitan Professionals who use it for office purpose Both males and females Tier I cities Non-Enterprise customers BlackBerry was a personal decision. Non-Enterprise customers Aged 15-25 years Mainly students Individuals who use it for personal or entertainment purposes Youth which will have financial power tomorrow Both males and females Tier I cities
BlackBerry has already established Today, it has a range of models targeted leadership position in this segment. at every possible consumer segment senior management professionals, young executives, women, and even those who have barely crossed their teens.
Youth Marketing Strategy

BlackBerry has been quick to understand the needs of its young customers. In the last 8-10 months, this segment has grown phenomenally. This segment comprises the youth who do not have the financial power today but have a big influence on what device they want to buy and on those who make purchases for them such as their parents. This segment, which has a huge need to be connected, is growing for smartphones and specifically for BlackBerry. So, while it has a range of pink, pearl and crimson models to entice women, theres also a variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BlackBerry loyalists.
Repositioning of The Product through advertising

Were the BlackBerry Boys The BlackBerry Boys advertisement created by Ogilvy and Mather in 2010 said it allthis smartphone brand wasnt meant only for stuffy corporate suitsthe young and the savvy in India were naturally inclined to this high-end gizmo. The new campaign called Not just the office guys talks about how the mobile device is now a favourite with youngsters who use it for BlackBerry messenger and social networking. The campaign also seeks to break Blackberrys only-for-the-corporate image and targets the youth who is known for heavy data usage. The campaign is all about telling people that the BlackBerry service is no more exclusive to a certain segment.
Love what you do This ad showcases every function of the Blackberry handset, inserting the tagline love what you do on each one.
BlackBerry Messenger Music Want to share music through your mobile? The BlackBerry Messenger can do that too. This video gives us an intro, asking Are you missing something?
BlackBerry Messenger in a Dormitory with Airtel This creative ad shows how students in the dormitory are communicating through their BlackBerry handsets even when the lights are out and forced to sleep.
Print ads like the following were also used extensively by BlackBerry.
CONCLUSION
All the above ads seem to have a common theme. Black Berry has set out to target a younger, more funfocused consumer. It can be concluded that the BlackBerry brand is repositioning itself, as its primary audience is no longer corporates.
Use of digital media

BlackBerry has been working hard over the last one year on the BlackBerry India website. The Blackberry India fan page on Facebook has 900,000 fans. Its India Twitter page allows people to get updates on the brand and stay connected with the latest news. Access to the India website from the mobile device has been extremely successful in the last five to six months. Also, we keep doing campaigns on the digital medium.
BlackBerrys marketing strategy for the near term

BlackBerry will continue to address the high-end consumer segment and the youth. They plan to launch some new features and products catering to a more diverse group of individuals. Beyond that, BlackBerry is also working on enhancing the product experience for the consumer. Its idea is that people should be able to walk into the nearest store and experience the product. For example, BlackBerry Playbook was launched in eight cities with a core umbrella campaign which included TV, radio, print, digital, outdoor (airports). demo zones were created at each BB outlet where a trained person who could give the right experience of the product was available to familiarize consumers to the new technology. Similar strategies will be adopted for smartphones. product experience is the key for every brand today. That is what the Blackberry brand stands for.
CHALLENGES
Competition
The primary competitors of the BlackBerry are smartphones running Android, iOS, webOS, and Windows Phone 7. BlackBerry has contended with being pigeonholed as a strictly business and professional product since its early roots. This stereotype has helped to define BlackBerry as a stable, reliable and practical tool. On the other hand, it has limited its own target market by keeping the static business image. Other organizations are breaking the mould by releasing entertainment-based technology. For example, the iPhone which is produced by Apple, could be considered BlackBerrys stiffest competition yet. Because of the demand for a less serious, less business orientated mobile device, RIMs challenge is to harmonize the product it already has with the upcoming demands of a client concerned with leisure. Although it has maintained its sales and reputation, rival competitors are beginning to improve their own brands and are making advances, posing a serious threat.
Competitor Analysis
Nokia was the 1st foreign player to enter the Indian market in 1995. It gained its foothold by offerings basic mobile phones in affordable price ranges. Recently, Nokia launched its latest range of touchscreen and hi-end phones, which are getting quite popular with Smartphones lovers of India. Brand Focus: o Gaming options o Multimedia o GPRS o Faster Internet options 2001 Sony Ericsson enters the Indian market Introduced affordable Smartphones in the market such as hi-tech multimedia features, camera phones, design phones, music phones, and web and email phones. Motorola Smartphones are mainly focussed on data communication and mobile entertainment features with its new range that includes the Aura, A1600 and WX series.
Why BlackBerry Won Against APPLE
Sales for the worlds biggest company by market value, APPLE, are hindered by RIM. Apple shipped 62,043 iPhones to India in the quarter ending June 30, or fewer than to Norway, Belgium or Israel, according to estimates by Framingham, Massachusetts-based researcher IDC. The reasons for this are as follows: 1) Apple products arent as accessible in India because consumers cant buy iPhones, iPads and iTunes songs from company stores or its website. Apple sells through licensed resellers, including a Reliance Industries subsidiary and Tata Groups Croma. 2) The poor sales figures for Apple smartphones has been attributed to Indian wireless carriers. Third-generation networks have begun to be established across the country, but as of yet are unable to provide fast enough services necessary for many features of the iPhone. The iPhone functions well in European countries and in the US where adequate Wi-Fi speed is available. For countries a step behind in terms of internet speed, devices such as the BlackBerry work well. 3) Blackberry users have defended its utility over the iPhone, supporting its physical keyboard, secure e-mail, and applications such as BlackBerry Messenger. The BlackBerry Messenger application is particularly popular, as one can message those who also have a BlackBerry device for free, without internet. 4) Moreover, Blackberry has a price range which appeals to wider range of customers, as opposed to Apple smartphones, which are only a high-end range.
SUGGESTIONS
Problem
After reviewing and acknowledging all aspects of our case, it is understood that problem is to develop a balance between business use and recreational use of RIM products for our consumer target market, in order to gain and retain a larger market share.
Causes
Throughout the past RIM has almost solely relied on its carriers to promote their products. No carrier is owned by RIM, and no carrier only offers BlackBerry as its product. Each and every carrier sells multiple brands and phones, which in turn leaves BlackBerry on the same platform as everyone else. Carriers are concerned with their own profit. If they have the opportunity to make more revenue from brands other than RIM (BlackBerry), than those phones will receive preference and be promoted more heavily. RIM does not exercise control over its carriers. Without ownership of their own stores, RIM loses the opportunity to interact with clientele on a more personal level.
Should learn from: Apple: It has had major success with store branches. BlackBerry should also take note of its successful competitor and invest in promoting itself through other avenues, such as commercials, viral marketing, magazines and product placement.
Solutions
Diversification of the product Since the establishment of RIM, BlackBerry devices have been targeted solely toward corporate and business persons. BlackBerry products predominantly possess work and business related applications and features. Therefore, BlackBerry is mainly thought of as a corporate and work-related purchase, which reduces potential for revenues and successes. In contrast, iPhone has had mass success due mainly to recreational and entertainment based features. RIM needs to tap into these niches and include them alongside their business orientated BlackBerry devices. By doing this, RIM and BlackBerry could become a mobile device powerhouse. Developing a best of both worlds attitude would result in progressive and positive advancement. Though RIM has made some changes in direction by releasing some trendy, more fun-related features and applications, there is still much room to grow.
In order to compete in a new target market, BlackBerry must make a consolidated effort in producing a device that holds major appeal to a new type of consumer outside of their Wall-Street loyalists. Product Depth People all over the world are becoming increasingly environmentally responsible. Being environmentally friendly is a trend in new markets; therefore it only makes sense for BlackBerry to capitalize on the Green opportunity. Studies report that 55% of consumers base their purchases on how environmentally friendly a product is. RIM has the opportunity to reduce their carbon footprint by manufacturing a line of eco-friendly BlackBerrys, which would not only target this market share, but pertain to social responsibility. The Green BlackBerry would carry out the same tasks as the original model. Phones would be made with bio-plastic materials that are biodegradable and recyclable. Packaging for such a phone would also be made with recyclable materials. Furthermore, we would also insist upon the use of a more energy efficient adaptor. ln general, an eco-friendly phone is positive, however there are disadvantages. Ecofriendly target market consumers may not hold much value for devices such as BlackBerry. An environmental launch would be a risk. False perceptions and misunderstandings of what being eco-friendly actually consists of could lead to an unsuccessful product.
Market Development BlackBerry is already a proven device and it is primarily known as a business tool. RIM can continue to produce their product, but build upon their empire with market development. Opening up to a new target market other than the business professionals of the world, BlackBerry can reach a new audience. This will give RIM the chance to attract the recreational users that have written off BlackBerry as nothing more than a business tool. Market development will allow BlackBerry to stay true to its product while building upon itself. RIM must be focused and distinct with their marketing. Changing an individuals perception of a product can prove to be difficult, with the proper promotions and unique advertising, it can be done. Aggressive Promotion Without any adjustments to the BlackBerry products, RIM must exert more effort into its promotion. RIM must aim to communicate a more equal and balanced manner with regards to business mentality vs. recreational lifestyle to their target market.
SWOT Analysis
Weaknesses
Strengths
Worlds largest wireless design group Credible organization High product value of the BlackBerry line QWERTY keyboard feature on the smartphones BlackBerry messenger SureType and SurePress feature Limited product line; only carries smartphones Risky foreign operations Weak launches of different phone types, eg. The BlackBerry flip phone Restrictive image of a product for professionals. Faces a strictly businesss stereotype, hence issues in repositioning. Limited market reach due to initial branding of RIM as a business professional tool,
Opportunities
Expand product breadth Grow on international expansion Expanding depth in the smartphone line Develop and diversify marketing strategies Appeal to new markets
Threats
Weakened economy due to the recession Possibility of becoming a passing trend Competition, more smartphone options, for example, the iPhone vs. BlackBerry Storm Reliance on retailer carriers alone to promote their products
RECOMMENDED PLAN OF ACTION

Taking all alternatives into account, we have made the decision to implement a more concentrated and aggressive marketing development strategy. RIM BlackBerrys plan of action will target their already existing client i.e. senior executives and young professionals, alongside a younger and more recreational based consumer, known as Generation Y. By aiming their sights on up and coming consumers, RIM can build upon relationships with their target market from a young age and develop their sustainability as a company simultaneously. RIM will actualize a new promotional campaign to address these potential consumers and attract them with the use of advertisements through television, viral marketing, radio, billboards and magazines. Though these sources are already used to promote the BlackBerry, RIM can revamp how they advertise. RIM must generate commercials that are brighter, more energetic, and most importantly, more memorable, thus appealing to a fresher audience. Another option for BlackBerry is product placement on television shows or films that appeal to the target audience. RIM will adopt a new way of thinking, and by cultivating an improved marketing development strategy, RIM can evolve as a brand and a corporation.
BIBLIOGRAPHY
www.rim.com www.rim.com/india / www.businessweek.com/ap/financialnews/D9Q6FTMO0.htm http://www.digitaltrends.com/mobile/blackberry-more-popularthan-iphone-in-india/ http://www.bloomberg.com/news/2010-09-16/rim-sales-profitbeat-estimates-on-demand-for-smartphones-shares-advance.html http://business2press.com/2010/06/28/sec-filing-shows-rim-salesdown-in-key-international-markets/ http://technology.ezinemark.com/success-story-of-blackberrymobiles-in-india-7d2da5ce922b.html http://www.cbc.ca/news/business/story/2010/08/11/rimblackberry-india.html www.znews24.com/blackberry-faces-a-huge-sales-drop-in-india.htm http://profit.ndtv.com/news/show/blackberry-sales-drive-up-rimnet-by-31-146304 www.sify.com Finance www.rim.com/products/index.shtml Hindustan Times Mail Today

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SHAHEED SUKHDEV COLLEGE OF BUSINESS STUDIES

ARUSHI SHARMA | HISHAM A RIZVI DIVIK GIRDHAR | DRISHTI RANA

The Next Big Thing!!

The Next Big Thing!!

(Mr. Ameet Sao)

The Next Big Thing!!

The Next Big Thing!!

RIM- Tracing its History

RIM introduces its first wireless handheld, the Inter@ctive Pager.

RIM raises another $950 million through a share offering.

The Next Big Thing!!

Past Acquisitions by RIM

The Next Big Thing!!

RIM - Growth over the years

The Next Big Thing!!

Selected product line

The BlackBerry Smartphones

The Next Big Thing!!

Study of the Smartphone sector

The Next Big Thing!!

The Next Big Thing!!

ANALYSIS OF THE RESULT

The Next Big Thing!!

SECTION II SECENDARY RESEARCH

The Next Big Thing!!

STUDY OF THE SELECTED PRODUCT LINE

Marketing Mix: The 4 Ps of Blackberry.

The Next Big Thing!!

The Next Big Thing!!

The Next Big Thing!!

The Next Big Thing!!

BlackBerry is currently available for sale in the following countries:

The Next Big Thing!!

The Indian Perspective

The Next Big Thing!!

THE DIFFERENTIATED INDIAN MARKET

The Next Big Thing!!

The Marketing Strategy of BlackBerry

Youth Marketing Strategy

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Repositioning of The Product through advertising

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Use of digital media

BlackBerrys marketing strategy for the near term

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The Next Big Thing!!

Why BlackBerry Won Against APPLE

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The Next Big Thing!!

The Next Big Thing!!

The Next Big Thing!!

RECOMMENDED PLAN OF ACTION

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