Rim IMC PLAN Rough Draft 6
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Transcript of Rim IMC PLAN Rough Draft 6
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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 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%
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
North American Target marketPopulation aged 12-24 approximately 60 million in the US and 6 million in Canada.Target market is gender neutralTarget geographic market spans across all of Canada and the U.SMarketing 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
Superior benefits: Blackberry Messaging, Military-grade Security Platform, BlackBerry Internet Service
Competitive Advantages:Use on almost every carrier in the world (over 475)Available in 5 form factors (small or large or no keyboard, flip, & candy-bar)Removable/expandable battery and expandable memoryAllows programs to multi-taskMore Competitive Approaches:Expand product lines and servicesExpand into foreign markets and build partnershipsBe aware of competition, expectations, and demandPartner with software developers and add applicationsMarketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
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.
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 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
Online Media
Media Strategies
Advergaming gained throughNCAA Sponsorship
Marketing ObjectivesMarketing Strategies Basis For Segmentation Target Market Positioning Competitive ApproachProposed BudgetCommunications ObjectivesCreative StrategyCreative ExecutionsMedia StrategiesFlow Chart
Flow Chart
Super bowl, February 6th 2011NCAA March Madness , March 17th April 6th 2011Blitz Schedule Victoria Secret Fashion Show, November 30th 2011Blacks 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,
Questions?