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rim marketing powerpoint
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RIM: Marketing Strategy behind the launch of BB10
Kayla Striegler, Danilo SavoChris Profiti, Judel Smith
RIM grew rapidly during early 2000’s with the world first smart phone: The Blackberry
Peaked in 2008 with 20% of global market share
Over the last four years RIM has dropped astonishingly
RIM: History of Market Share
RIM: History of Market Share
Poor interest in social media and web browsing designs
Touch screen capabilities Decline in customer loyalty Lack of originality Network crashing Old messaging platform: Low stock price
http://www.theglobeandmail.com/report-on-business/video-what-happened-to-rim/article4219694/
RIM: What Went Wrong?
April 2012: former CMO Keith Pardy resigned for “personal reasons
June 2012: Frank Boulben takes over CMO position with new marketing strategies, research, and experience
RIM: The Introduction of New Marketing Management
The delay in the launch of BB10 provided time and research to create a competitive advantage on market
Business, personal or BOTH? Overcoming user doubt of network issues Diversification from APPLE and GOOGLE
with a unique product outside of current smartphone competition
RIM: Redesigning Image
User friendly approach Consolidation of social networking, business
communications and time management Largest APP network predicted upon launch Aiming for product differentiation, not
market domination Security and Email encryption Expanding on media components of device Traditional meets revolutionary
RIM: Blackberry 10
North America Regain momentum in U.S and North
American Market Intergrade both consumer and business use Loyal customers with Network issuesInternational Current 78 million users Unify positioning globally Branding and clear image to market Further focus on market where dominant
RIM: Market Focus
BB10 Jam World Tour
Invite developers and fans alike to “jam” with the BB10 team
Generate excitement and curiosity Show off new operating system to
developers http://
crackberry.com/what-devs-are-saying-bb10-jam-world-tour-berlin
RIM: Public Relations
Carriers Positive response from carriers after
meeting with over 30 globally Gaining interest and trust
Developers Ease of new operating system is intriguing Largest platform of APPs available by launch
of BB10
RIM: Developers and Carriers
Threats Technology is a fast paced market Competition: Is BB10 different? Economy can consumers afford it? Customer Behavior is unpredictable
RIM: Trending and Predictions
Opportunities Security will separate RIM in market Operating system and QNX Product differentiation user friendliness Relationships with Carriers and Developers
RIM: Trending and Predictions
"We have a clear shot at being the number three platform on the market. We're not just another open platform on the market, we are BlackBerry.“
We would like to take this time to thank you for your attention
Questions will now be answered Please take this time to comment on this
presentation on Slideshare
THANK YOU