Rim IMC PLAN Good Copy

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n Bailey, Peter Hewitt, Hazel Pallie, Emily Jeffery, Peter Gr Research In Motion

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Transcript of Rim IMC PLAN Good Copy

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

Research In Motion

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Marketing Objectives

Increase market share among younger generation by 5 % in Canada in 2011

Launch new Blackberry Swirl phone line, directed at North American youth

Increase sales in Canadian Market by 5%

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Basis For Segmentation

IdentifiableThe Target Market can be easily identified throughthe demographic feature of age and geographic region of North America.

AccessibleTelevision and Cinema advertising, Billboards and event sponsorship are all appropriate communication and distribution channels that can be used to reachour target audience

SubstantialThe North American youth is of substantial size and is rapidly shifting towards the smart phone market

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Basis For Segmentation

MeaningfulThis technically savvy generation are early adopters of new technologies and are ever increasingly connected with one another and the worldsurrounding them.

DurableRetaining 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.

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Target Market

Canadian Target marketPopulation aged 12-24 approximately 6 millionTarget market is gender neutralTarget geographic market spans across all of Canada but heavily concentrated on high populated areas Focus on lower income brackets then previously

Target AudienceTarget children of parents who use blackberry Smartphone devicesTech savvy kids who use computers, video games, the InternetKids, teens and young adults who already have cell phonesTeens and young adults who watch Canadian sports teamsas well as MTV and other members of our target market who will be viewing our promotions

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow ChartPositioning Strategy

RIM is a reliable, innovative, modern and connected company that allows consumers to easily communicate with the rest of the world.

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Competitive Approach

Market LeaderElite Status FeelSuperior benefits

Large BudgetConstant GiveawaysAggressive Social Media Campaign

7Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Proposed Budget

Selling According to Kantar Media, RIM spent $183 millionon U.S. media for the first nine months of 2010 a increase over the $111 million it spent for 2009

With revenue's in Canada roughly 9% of what it is in thestates, we will assume a total marketing budget of 16.5 million in Canada

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Proposed Budget

Corporate boxes in major arenas (5@ 180k each) $900 000Grey cup sponsorship 250 000Commercials 2 000 000MTV Canada, Comedy Network & Much musicBillboards 400 000Advergaming with EA sports 100 000Pin it to win it 200 000(booths, in store advertising, online advertising, stadium advertising)Online advertising 250 000 (Facebook, Youtube, various tech websites)CFL sponsorship 300 000Cinema advertising 100 000Spiff + 50 000Total budget for IMC $4 550 000

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Overall Communications Objectives

Strengthen brand loyalty

Retain young consumers for life

Change consumers perceptions

Maintain a positive public image

Increase brand awareness

Offer additional multimedia components

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Creative Strategy

Your World Your SwirlMass CustomizationEngravingsColour SchemesProduct SpecificationsGet ConnectedMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Creative Executions

PromotingExclusive RIM eventPin it to win itOur new product line: Black Berry SwirlPromotional give away

Spiff Incentives to distribution channel employees

The following mediums will be usedT.V commercialsCinema advertisingBillboardsEvent sponsorship

BBM: Black Berry Messenger*this is a concept commercial*Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Media Strategies

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Online MediaMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Media Strategies

Advergaming

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Media Strategies

Pin it to Win it

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow ChartMedia Strategies

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Flow Chart

Super bowl, February 6th 2011 - CTVGrey Cup November 27th 2011Fifa , September 30th 2011 EA sports CanadaBlocks of 30 Seconds spots with MTV, And ComedyPin It to Win it event, All year roundDowntown Billboards, Full year contracts

Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart

Thanks you for your time,

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