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Rim IMC PLAN Rough Draft 5
- 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 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
- 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 • Pin it to win it • 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 *this is a concept commercial*
- 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
- 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 Online Media Media Strategies • Advergaming gained through NCAA Sponsorship
- 17. 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 • Super bowl, February 6th 2011 • NCAA March Madness , March 17th – April 6th 2011 • Blitz Schedule • Victoria Secret Fashion Show, November 30th 2011 • Blacks of 30 Seconds spots with MTV, And Comedy • Pin It to Win it event, All year round • Downtown Billboards, Full year contracts
- 18. Marketing Objectives Marketing Strategies Basis For Segmentation Target Market Positioning Competitive Approach Proposed Budget Communications Objectives Creative Strategy Creative Executions Media Strategies Flow Chart Thanks you for your time, Questions?