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Blackberry’s Rise in Brand Power The Dueling Marketing Strategies of RIM versus Apple
CIERRA BUCK, WILLiam HENG, MICHAEL VAN HORNE, Stefanie Gajdecki, JEFF KAM, and Andrew Pudlas MKTG 1E - Team D - Marketing 1102
Instructor: Tom Jopling Monday October 19, 2009
Problem
How can RIM use their Blackberry Brand Dominance to gain consumer market share?
Facts relating to problem
"Research In Motion (RIM) is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market" according to RIM’s Corporate Profile. The Blackberry user appeal comes largely from the professional "prosumers" and business markets and it has been slow to capture the consumer market. In North America, Blackberry has had strong growth moving into the mature life cycle. The company has identified the consumer market and international markets as new market segment targets. Competition includes Samsung, Palm, HTC, LG, Motorola, Nokia, and Sony as well as the popular Apple iPhone. In North America, the iPhone has successfully targeted the consumer market and the younger demographic with catchy advertisement campaigns and applications designed for everyone.
RIM has had accelerated growth in the International Market capturing the consumer and business users who appreciated one central device for email, calendar, and phone applications. Not as dominant in the European Market, the iPhone is behind other fierce competitors in Europe and Asia whose technically savvy phones and coverage has outpaced Apple. Blackberry has been able to capture an increasing
CIERRA BUCK, WILLiam HENG, MICHAEL VAN HORNE, Stefanie Gajdecki, JEFF KAM, and Andrew Pudlas MKTG 1E - Team D - Marketing 1102
Instructor: Tom Jopling Monday October 19, 2009
Problem
How can RIM use their Blackberry Brand Dominance to gain consumer market share?
Facts relating to problem
"Research In Motion (RIM) is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market" according to RIM’s Corporate Profile. The Blackberry user appeal comes largely from the professional "prosumers" and business markets and it has been slow to capture the consumer market. In North America, Blackberry has had strong growth moving into the mature life cycle. The company has identified the consumer market and international markets as new market segment targets. Competition includes Samsung, Palm, HTC, LG, Motorola, Nokia, and Sony as well as the popular Apple iPhone. In North America, the iPhone has successfully targeted the consumer market and the younger demographic with catchy advertisement campaigns and applications designed for everyone.
RIM has had accelerated growth in the International Market capturing the consumer and business users who appreciated one central device for email, calendar, and phone applications. Not as dominant in the European Market, the iPhone is behind other fierce competitors in Europe and Asia whose technically savvy phones and coverage has outpaced Apple. Blackberry has been able to capture an increasing
Bibliography: Blackberry’s Rise in Brand 2009 Annual Report. (n.d.). Retrieved October 17, 2009, from http://www.shareholder.com/visitors/DynamicDoc/document.cfm?CompanyID=RIMM&DocumentID=2550&PIN=866228505&Page=1&Zoom=1x Intel Small Business Intelligence Center Nusca, A. (n.d.). BlackBerry brand value dips for young adults : News : Hardware - ZDNet Asia. Retrieved October 17, 2009, from http://www.zdnetasia.com/news/hardware/0,39042972,62056704,00.htm Research In Motion The Coming Apple-RIM Battle. (n.d.). Retrieved October 17, 2009, from http://www.businessweek.com/technology/content/dec2007/tc20071228_333659.htm The history of the BlackBerry | BB Geeks The iPhone Invades Europe. (n.d.). Retrieved October 17, 2009, from http://www.businessweek.com/globalbiz/content/nov2007/gb20 Retrieved October 17, 2009 from http://www.blackberry.com/select/get_the_facts/pdfs/vendor/O