Blackberry Marketing Report Essay Example
Blackberry Marketing Report Essay Example

Blackberry Marketing Report Essay Example

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  • Pages: 2 (517 words)
  • Published: January 2, 2018
  • Type: Essay
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Segmentation is employed to identify customer desires and discover new prospects for the company's future. According to Doyle P, finding the right technique to segment a market is an art (cited in Jobber D, 2007). The RIM Company segments its market, selects necessary variables, and collects data to determine specific target segments. The company then satisfies the unique expectations of the target customers through the use of marketing mix.

By following this approach, RIM successfully developed the BlackBerry Curve smartphone. Stephen Bates, Managing Director of RIM, stated that "For the last couple of years, BlackBerry was traditionally the mobile communications brand for business but we realized a lot of communication fundamentals for business are relevant to consumer market too" (Marketing Week). RIM recognized that BlackBerry could be used not only for business purposes but also for ever

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yday life resulting in various smartphone models launched including BlackBerry Curve.

The BlackBerry Curve model is one of the top-selling smartphones in the market indicating successful placement of STEP model for this product (Know your Cell). The Curve model was designed with the goal of expanding its success by targeting significant segments globally.

After analyzing demographics, income, and activities of women and young people, the marketing mix for the Curve was created. The sleek design and soft touch options of this smartphone attract the target audience. Additionally, its user-friendly features like Facebook, Twitter, and IBM make it appealing to those interested in media sharing. Compared to other smartphones, the Curve is also more affordable - a crucial factor for young adults when making purchasing decisions. Customer reviews indicate that once users figure everything out, they find this model eas

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to use. The Curve has a promising future ahead when positioned properly against its biggest rival Phone due to its lower price. Existing customers can conveniently download new features through BlackBerry App World to ensure they receive all updates for their unique product.

However, the standout feature of this device is Blackberry Messenger which enables users to send free messages and share media swiftly. Advertisements highlight that over 40 million people worldwide have used the Blackberry application contributing significantly to the success of the Blackberry line.

RIM ensures availability of their product in various retailers such as Carapace Warehouse and on their website where detailed information along with ratings and comparisons are provided for online purchasing purposes.RIM's STEP strategy effectively demonstrates their understanding of their target customers by producing an economical, fun, simple yet aesthetically pleasing product. The company, founded in 1984 in Waterloo, Ontario, has expanded its offices to North America, Europe, and Asia. RIM offers solutions for information including email, text messaging, and Internet access while allowing third-party manufacturers to enhance their products. The introduction of the Blackberry line revolutionized the mobile business with smartphones that serve as personal assistants, internet browsers,and gaming devices. Alongside smartphones, RIM also provides the Blackberry PlayBook tablet and business-oriented software. These products are relied upon globally by millions of people for seamless connectivity and access to customer-relevant content in all situations (References: RIM Company Marketing Week The Carapace Warehouse) (Barnes B. And Koch L., 2011).

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