Rim IMC PLAN Rough Draft 1

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 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%


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 reachour target audience

• Substantial• The North American youth is of substantial size and

is rapidly shifting towards the smart phone market


Basis For Segmentation

• Meaningful• This technically savvy generation are early adopters

of new technologies and are ever increasingly connected with one another and the worldsurrounding 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.


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


Positioning Strategy

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


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 market • There will be an increased demand for smartphones in the coming years • Consumer expectations of smartphone devices will change • The average selling price of mobile communication devices will decline • RIM will continue to partner up with software developers and add applications


Proposed Budget

• Selling and administrative budget increased from 540million 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 abudget of 80 million.


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


Creative Strategy

• Your World Your Swirl• Mass Customization

• Engravings• Colour Schemes• Product Specifications

Friends

CommunityWorld

Get Connected


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


Media Strategies

• RIM is a reliable, innovative, modern and connected


Online Media


Flow Chart

• Flow.

Rim IMC PLAN Rough Draft 1

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