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2. A BRIEF INTRO OF BlackBerry…  BlackBerry is a line of wireless handheld device developed by the Canadian company, Research In Motion (RIM).  1999 – Introduced a two-way pager  2002 - The more commonly known Smart Phone BlackBerry was released. The Smart Phone supports the following features : - Push e-mail- Mobile telephone - Text messaging - Internet faxing - Web browsing- Multi-touch interface - Other wireless information services 2

3. W HAT IS POSITIONING ? W HAT IS POSITIONING ? Process by which marketers try to create an image or identity in the minds of their target market for its product, brand or organization 3

4. HOW B LACK B ERRY WAS POSITIONED ? Specific Demographic Strategy Quality Positioning Targeting only a particular demographic segment, namely the Business Executives They showed commit- ment for quality in their products 4

5. CONT…D Value or Price Positioning By use or application A high pricing strategy to exploit the psychological perceived value from the customer They differentiated their product with numerous business apps such as BBM and Message Encryption. 5

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7. ANALYSIS  Blackberry lost the price war – Lost the price war with other global competitors such as NOKIA, SAMSUNG who provided the same features but at a much slashed down price  Lost it’s appeal too – Among the younger generation who were lured by other competing brands & India being a market of the youth it was not a profitable proposition for them. 7

8. Comparative Analysis…  Failed to place itself aggressively in the highly competitive Indian market  A meager market share of 4.7% by the end of last quarter of 2010 and a continuing trend of falling afterwards..  Failed to gain popularity among the youth segment, which forms the sizeable strata of this sub-continent. PositionBrandMarket Share #1Nokia38.2% #2Samsung25.3% #3Micromax6.3% #4RIM (Blackberry)4.7% #5HTC3.0% 8

9. REPOSITIONING Changing a brand's status in comparison to that of the competing brands. 9

10. REPOSITIONING STRATEGIES Bringing in new customers Lower-price Strategy Making the brand contemporary Tried to expand their customer base by attracting younger generation. Launched affordable lower priced models to reposition. Tried to reposition with more appealing colourful campaign drive, especially targeting the youth. 10

11. ANALYSIS PositionBrandMarket Share #1Nokia39.0% #2Samsung17.2% #3Micromax6.9% #4RIM (Blackberry)5.9% #5HTC1.4%  Blackberry posted a sales figure of Rs. 1,950 crores and enjoys a market share of 5.9% in the last quarter of 2012.  The launch of entry level blackberry phones towards the last quarter of 2011-12 boosted the sales figure.  Blackberry however continues to face pressure from Samsung, HTC and other brands in the business phone segment and is losing its sheen among the ever-loyal fans. 11

12. T HANKS FOR Y OUR V ALUED A TTENTION PRESENTERS: Litan Roy Pranab Kr. Sarkar Priyam Medhi Jishurani Chellang Kallol Das Purkayastha Dhritiman Banik 12