For my Sales and Sales Promotion course, I worked with three other students to reposition the Blackberry brand and promote its products to consumers and businesses.

1. SALES AND SALES PROMOTION PITCH
Elissa DeBruyn, Stephanie Schloss,
Holly Van Wyck, Mollie Wiener

2. History of Blackberry
• Released in 1999 as a two-way pager
• In 2003, released as a smartphone
• Valued at $83.4 billion in 2008
• Valued at $3.4 billion now

3. Repositioning Our Brand
• People have fond sentiments of the company and want to see
it succeed
• Perception problem
• People question certain company attributes
• Our durable products have a secure encryption and global
capabilities, making it the clear choice for international
corporations to distribute to their employees.

4. Target Consumers
Primary Target Market
• Progressive international businesses
• High earners and at the cusp of technological innovation
• Tech-heavy startups
• International communication needs

5. Secondary Target Market
• Major retailers of advanced mobile technologies
• The end users of our product are people of influence and
authority
• Older demographic and a high income
• Professional lives often require them to travel internationally

6. Competitive Analysis
Blackberry Z30 iPhone 6 Samsung Galaxy
Product Attributes
Price 5 2 4
Versatility 4 5 4
Up-to-Date 3 5 5
Security 5 3 3
Battery Life 5 4 5
Total 22 19 21
Company Attributes
Reputation 2 4 4
Quality of Service 2 4 2
Marketing 1 5 4
Total 5 13 10
Salesperson Attributes
Knowledgeable 3 5 3
Friendly 2 5 3
Accessible 2 4 2
Total 7 14 8
Overall Total 34 46 39

7. Consumer Promotion
Premium
• First 47,118 units sold
• BBM Protected
• BBM Meetings
• VPN Authentication by Blackberry
$282,713 for the
first 47,118 buyers of the phone

8. Trade Promotion
• Push strategy
• Training programs for the salespeople
• Online training program
• Video, audio, and interactive presentational components
• Demonstrate the capabilities that enhance productivity
• Strong national presence at business technology trade shows
• Designed to demonstrate the range of capabilities
• High attendance of corporate and senior management from
innovative and technology-focused organizations
• ITEXPO (Miami), Digital Summit (Phoenix), Electronics West
(Anaheim), PROMAT (Chicago), Electronics New England
(Boston), and Fose Conference and Exposition (D.C.)

9. Sales Force Promotion
• Bonus for employees who put out the best numbers.
• The top 15 salespeople who sell the most Z30 phones
• Sell at least 3,250 phones each
• Bonus of $2,500 at the end of the year
• Incentive trip for the top five performing sales representatives
• A week-long trip to Barcelona in Spain
• Winners will spend nothing in order to enjoy this once-in-a-
lifetime vacation to Spain

10. Sales Meeting - Vancouver
Expenses Price Quantity Days Cost
Hotel $200 65 2 $26,000
Travel $479 120 N/A $57,480
Total $83,480
Sales Meeting - Chicago
Expenses Price Quantity Days Cost
Hotel $210 65 2 $27,300
Travel $333 120 N/A $39,960
Total $67,260
• Two sales meetings - one in the year’s first quarter and one in
the third quarter
• For 120 Blackberry sales personnel and 5 of the higher
ranking employees
• Good for the sales force to learn the best selling strategies
for the Z30
• Higher-up employees to motivate the sales force to per
form better in the upcoming quarters

11. Incentive Trip- Barcelona
Expenses Price Quantity Days Cost
Hotel $260 5 7 $9,100
Travel $1,287 10 N/A $12,870
Food per diem $150 10 7 $10,500
Transport $40 10 7 $2,800
Total $35,270

12. Other Promotional Strategies
Trial Purchase for Brand Switcheres
• Can switch their phone after 2 weeks
• Aimed at brand switches to encourage them to try our product
Advertising (Attention/Interest)
• Print ads in B2B and trade magazines
0• Remind consumers that BlackBerry exists and generate inter-
est

13. Budget Summary
Promotion Price
Incentive Trip $35,270
Bonuses $37,500
Training Program $40,932
Trade Show Booths $3,000
Trade Show Spots $1,845
Premiums $282,713
Trade Publication Advertising $192,000
Sales Meeting - Vancouver $83,480
Sales Meeting - Chicago $67,260
In-Person Training $6,000
Total $750,000
$750,000
The maximum budget set by the client, BlackBerry
Consumer
Promo+ons
Trade
Promo+ons
Sales
Promo+ons
Other
Promo+ons

14. Thank you!