My parts arnt up yet just a rough idea of how its looking so far.

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 m
• There will be an increased demand for smartphones in the comin
• Consumer expectations of smartphone devices will change
• The average selling price of mobile communication devices will d
• RIM will continue to partner up with software developers and ad

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 consumer’s 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
• 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

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
• RIM is a reliable, innovative, modern and connected

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
Flow Chart
• Flow.