1.By: Severn Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Greenfield

2. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Marketing Objectives Increase market share among younger generation by 10 % in North America in 2011 Launch new Blackberry Swirl phone line, directed at North American youth Increase sales in North American Market by 5% 3. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Basis For Segmentation Identifiable The Target Market can be easily identified through the demographic feature of age and geographic region of North America. Accessible Television and Cinema advertising, Billboards and event sponsorship are all appropriate communication and distribution channels that can be used to reach our target audience Substantial The North American youth is of substantial size and is rapidly shifting towards the smart phone market 4. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Basis For Segmentation Meaningful This technically savvy generation are early adopters of new technologies and are ever increasingly connected with one another and the world surrounding them. Durable Retaining this segment as lifelong customers is an extremely important component of the target market. It can be noted that it costs as much as 6 times as much to gain a new customer than it does to retain a current one. 5. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Target Market North American Target market Population aged 12-24 approximately 60 million in the US and 6 million in Canada. Target market is gender neutral Target geographic market spans across all of Canada and the U.S 58% 5% 10% 27% Fiscal 2010 Geographic Revenue Mix United States Canada United Kingdom Other 6. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Positioning Strategy RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world. 7. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Competitive Approach Continue to expand their product lines and services to grow Continue to expand into foreign markets and build partnerships An increased number of competitors will enter the smartphone market There will be an increased demand for smartphones in the coming years Consumer expectations of smartphone devices will change The average selling price of mobile communication devices will decline RIM will continue to partner up with software developers and add applications 8. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Proposed Budget Selling and administrative budget increased from 540 million in 2007 to 881.5 million in 2008 Assuming these figures have increased accordingly since then we can conclude a budget for these costs approximating 1 billion Using the Geographic mix we will also assume 63% of the budget can be justified in North America and the rest overseas Leaving robust cash amounts aside for selling, administrative and marketing for projects ,we propose a budget of 80 million. 9. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Overall Communications Objectives Strengthen brand loyalty and continue long term growth by targeting the younger generation (Tweens) Retain young consumers for a lifetime by offering incentives that encourage trial purchase and brand switching Change consumers perceptions about the brand image Maintain a positive public image in the community through local events and sponsorships Increase brand awareness by presenting and promoting superior benefits of Blackberry, such as its BBM and secure enterprise servers Offer additional multimedia components to suit consumers interactive lifestyle 10. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Strategy Your World Your Swirl Mass Customization Engravings Colour Schemes Product Specifications Friends CommunityWorld Get Connected 11. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Creative Executions Promoting Exclusive RIM event Pin it to win it Our new product line: Black Berry Swirl Promotional give away The following mediums will be used T.V commercials Cinema advertising Billboards Event sponsorship 12. BBM: Black Berry Messenger *this is a concept commercial* 13. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Media Strategies 14. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media 15. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media 16. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Online Media Media Strategies Advergaming gained through NCAA Sponsorship 17. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Flow Chart Super bowl, February 6th 2011 NCAA March Madness , March 17th April 6th 2011 Blitz Schedule Victoria Secret Fashion Show, November 30th 2011 Blacks of 30 Seconds spots with MTV, And Comedy Pin It to Win it event, All year round Downtown Billboards, Full year contracts 18. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Thanks you for your time, Questions?