Blackberry Product portfolio
- 1. Portfolio Analysis Ashish Badyal
- 2. BlackBerry • Designed and developed by a Canadian company, Research in Motion (RIM) in 1999 • Headquarters in Waterloo, Ontario • Award winning BlackBerry solutions to date • PDA’s, portable media player, internet browser, gaming device, email and instant messaging services, etc. • Amounts to 3% of sales worldwide and around 15% sales in the Indian market
- 3. 100% 6% 2.60% 6.40% 90% 9.6% 0.50% 4.40% 80% 15% 18.50% 70% Others 5.60% 60% 21% Apple 50% HTC 40% 30% BlackBerry 46% 65% 20% Samsung 10% Nokia 0% 2011 2010 Smart phone market share in India 2010 Q3 – 2011 Q3
- 4. High Indian Smartphone Market User Experience Apple BlackBerry, HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
- 6. Portfolio Analysis • Many similar looking devices • OS has the same feel as previous versions • BB App world not exciting enough • Physical QWERTY keyboard? • No differential marketing • Developers migrating to iOS, Android
- 7. Challenges • Confused brand image Business people don’t find exclusivity anymore BB for everyone in India ?? What is the target market??
- 9. Challenges • Distribution network • Customer service • Product differentiation
- 10. Proposed Portfolio Y Series Buzz 7100 Bond B Series 1000
- 11. BlackBerry Buzz • Smartphone users Segmentation Buzz • Youth, BB aspirants Targeting 7100 Rs. 6,999 • “Are You The Buzz?” Positioning
- 12. BlackBerry Bond • Smartphone users Segmentation Bond • Top Professionals & Sr. Executives Targeting 1000 Rs. 39,999 • “The Boss” Positioning
- 13. Also… • Separate Marketing strategies for B and Y series • Populate & Promote BB App World • Enhance distribution
- 14. Communication Strategy TVCs, Print, Radio Advertising Brand Building Corporates Direct PR & Marketing Publicity Communication Plan Event New media Facebook, Twitter, Marketing YouTube Sponsorships
- 15. High Indian Smartphone Market User Experience Apple BlackBerry, HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
- 16. High Indian Smartphone Market Apple By June 2013 BlackBerry User Experience HTC Nokia, Samsung Micromax, Maxx, Spice, G’five, Karbonn, etc Low High Distribution Network Size of the bubble denotes the market size
- 17. Thank You