Blackberry Strategy Plan Nicole Briguet

Company Summary Research in Motion has been a leader in the field of wireless communication since the creation of the Blackberry in 1999. Research in Motion has always worked towards the innovation and creation of software devices that are of the highest quality for customers. After reintroducing the company with the name of Blackberry, the company continues to strive to develop the most seamless technology for customers. Blackberry constantly conducts research to bring its customers the best quality devices while ensuring the highest level of customer service.

Situation Analysis: Audience Men and women from the ages of 20-30 In entry-level position in the business world; income- $30,000- $50,000 Very into social media and be very tech-savvy, wanting to keep up with the latest technological trends Live in cheaper neighborhoods in cities and most likely commute to their jobs Current perceptions of the company- Blackberry products are outdated Would have little to no experience with Blackberry products because of the decreasing popularity of Blackberry products When making decisions, this demographic takes the popularity and innovation of the product over anything else

Situation Analysis: Competitors Apple iPhone Strength of its marketing campaigns

Situation Analysis: SWOT Analysis Strengths- Brand loyalty in the corporate/business market Lower price than iPhone Strong brand recognition. Weaknesses- Loss of customers outside of the business world Younger generation of business workers is now using other smartphones Opportunities- Expansion of apps to its App World Increasing number of touchscreen devices Threats- Smaller app market when compared to other smartphones Increasing number of phones entering the smartphone market

Situation Analysis: PEST Analysis Economic- still recovering from the recession, people are less willing to spend their money Technological- number of companies making innovative smartphones

Campaign Goal/Objectives Campaign Goal: have the sales of the newest device, the BlackBerry Q10, be 10% higher than the sales of the Blackberry Z10. Objectives 1. To increase product awareness with the target audience by 35% within the next year. 2. To improve BlackBerry sales by 20% within the next year.

Strategies Our strategy is to implement a sequence of marketing activities that will increase product awareness to show the target audience that BlackBerry products are more innovative than the competitor’s products and are more business oriented. Our strategy is to implement a sequence of marketing activities that will increase sales by highlighting the features of the latest BlackBerry devices, particularly the Q10.

Tactics Press Release- A press release would be released about the launch of an event taking place in Madison Square Garden in New York City for the public to test out its newest devices. This release sent to major New York media outlets would increase public awareness of the events. Newspaper Ads- To accompany this press release, newspaper ads would be sent out to major New York newspaper outlets such as the New York Times, The Wall Street Journal, The New York Post, and Newsday to attract both business oriented potential customers but also nonbusiness people. Website- By revamping the website, we can give BlackBerry a modern and chic design to attract customers. Also by improving the call-to-action buttons we can better direct the flow of traffic to buy our devices Blog- By launching a blog that has weekly posts about the top apps, business success stories, and other useful information, we can increase interest in our products. Social Media campaign- One important way to reach out to potential consumers is through social media. By improving our interactive social media presence, we can increase product awareness and hear feedback from consumers.

Blog http://researchinmotionblackberryblog.blogspot.com

Introducing the Q10! The Newest Innovation in Touchscreen Technology Bringing you innovation in the palm of your hand Introducing the Q10! The Newest Innovation in Touchscreen Technology Sharper Images Download the Latest Apps Devices App World Software Service & Support Store Locations Watch the Tutorial Video Developers Order Now Browse Other Devices Customer Service Contact Us Sign Up/Sign In Live Chat with Representatives Countries United States Canada United Kingdom Select Other Coporate About the Company Career Opportunities News Privacy Policies Share Our Pages BlackBerry Inc. Copyright 2013. us@blackberry.com 1(800) RIM-BERRY

Evaluation Plan First objective- focus group sessions with the target audience to examine their awareness of the products Second objective- monitor sale statistics and compare them to those before the campaign.