Marketing Principles & Practice

This document discusses marketing principles and practices, focusing on the strategies and programs adopted by Blackberry to achieve organizational objectives. It covers topics such as product strategies, branding strategies, promotional strategies, and the STP approach. The document also explores the importance of market research in driving marketing decisions. Suitable for students studying marketing or business-related courses.

Marketing Principles
& Practice

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing concepts and terminology..........................................................................................3
Marketing strategies and programs adopted by Blackberry in order to achieve organisational
objectives.....................................................................................................................................5
Two of the marketing principles utilised by Blackberry in order to carry out its daily
operations are as follows :...........................................................................................................7
Relationship of marketing with other department.......................................................................9
COVERED IN POSTER.............................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
Marketing is the way to promote and trade their products in the markets and also support
the company to analyse the demands and needs of the products in the market. Market principles
going to help the company to divide their work according to the need of the market and
organisation capabilities. This report is define the market strategy and investigation of the
company that is Blackberry. Blackberry is multinational company of Waterloo , Canada . This
company generally used to produce smartphones for their organisation. So this report is going to
study about the market strategies of the product that will help the company to promote their
product and help them to increase the productivity of the company. This report also explained
about the STP model of the company and also about the marketing research of the company. So
here are some strategies of promotion, branding and product strategies that will going to help the
company to arrange and set the manufacture department accordingly(Borders and Lester. 2020)
MAIN BODY
Marketing concepts and terminology
Product strategies
A product strategy mentioned a organisation strategical imagination for their goods
provided by authorities where the goods are active. The scheme of merchandise change them to
concentrating on a particular pointed industry and dimension rigid, rather than of reaching to be
each and anything to anyone. Blackberry company follow this strategies for product
development and promotions. There are several strategies of product that are listed below:
Differentiation strategy: In this strategy blackberry company is producing rare and
unique products that are very different in the market and unique as well from the rivals. They
provide finer quality, amount, valuation, and facilities and sales service, they want to give more
services as compared to their challenger. They provide many features and technologies in their
products. They become more potential and flexible towards their consumers. They also provide
better ,fast services and facilities to their consumer so that they can create more consumer base
for the company. For trading their products they using unique and rare products, so that will
support the company to lead in the market and for enhancing their business.
Cost leadership strategy: In the strategy of cost leadership strategy the company
blackberry is minimising their cost of manufacture. They produce their products in bulk and that

will help them to minimise the cost of the production process and that will also support them to
get profit of the economies of huge scale(Brodowsky. 2020).
Price cost strategy: In this strategy the company focusing on their prices of the product at
very low price. Blackberry is focusing on their marketing competition prices. They used to set
their prices according to market competition.
There are so several strategies that are used by the blackberry company to promote their
products and to enhance their popularity and growth in the the market.
Branding strategies
Branding strategy explained about the brand image means companies brand pedestal for,
brand promises and communication, personality of the brand everything that is quite related to
the brand. This strategy also involve the image and logo of the brand like the name or slogan,
colour and so on these things convey the personality of the brand that is this attractive and
interactive with consumers or not. Blackberry company also focusing on their brand image
because they also want to create a better and recognizable reputation of their brand. The brand is
very important for the company because it gives interaction with consumers and with the market
on the daily basis. So it is very important for the blackberry company to maintain their brand
image like the image should be clear means what they want to convey, the communication
between company and consumers, the way of company to deal with their consumers and a
customer satisfaction is much important to increase the demand and image of the brand.
Promotional Strategies
There are so many promotional strategies that are follow by the Blackberry company to
enhance their products in the market and that strategies are mentioned below:
Social media: Through social media there are so many ways to promote the products and
to reach with large customer base. Now a days most of the individuals are using social media
platform so by using the platform of social media blackberry create more awareness of the
products.
Sample and free products: This strategy is mostly used by the companies to attract more
customer towards their company. By applying this a company can boost their sales of the
company. Blackberry also used this strategy by giving free versions and free sample mobiles to
their employees so that it become easier to attract the customers(Campbell and Brauer. 2020).

Branded Promotional gifts: This strategy is very much effective to promote its products
by giving some discounts and gifts for their employees so, its pull the consumers towards their
products(Silchenko and Askegaard. 2020)..
Customer Incentive Referral Program:This strategy of promoting the products will
going to try a existing consumers and motivate them to mentioned their goods and services to
their social unit and with friends. Company provide them acquisition and some offers on their
following purchase because of dealing for their recommendation.
Causes and Charity: individuals really want to link with that organisation that are
providing backmost to the community and also giving the fabulous services and facilities.
Therefore, blackberry and many companies applying this strategy attract the customers and to
create more customer base for the company
These strategies will really help the company to showcase their products in the market
and also help them to increase their productivity.
Marketing strategies and programs adopted by Blackberry in order to achieve organisational
objectives.
Blackberry is a business organisation that has always adopted interesting and innovative
marketing tactics in order to promote its devices in the market environment. The company has a
history of redefining its marketing principles so as to persuade its target customers to invest in
the devices of the organisation. Some of the strategical plan and programs incorporated by
Blackberry in order to generate essential awareness about its offering in the market is mentioned
below :-
Social Media Optimization : Blackberry has capitalised on social media platforms so as
to connect with the target consumers at a personal level. Social Media platform can be termed a
one of the widest platform available to the companies in order to market their products and
services and obtain relevant feedback from the same so as to enhance the quality of their existing
offerings in the market. Social media can enhance consumer interest towards the organisational
offerings so as to increase the popularity of the company's devices among the same.
Integrated Marketing : Blackberry believes in enhancing the sales operations of its
offering in the market in order to generate high revenues and profit from the same. This strategy
has in turn helped the company to fulfil the requirement of its target consumers and retain the

same in the organisation. Integrated marketing has also assist the company acquire adequate
share in the market(Rivera and Casado. 2020).
Sales Promotion : In order to reach a large number of consumers, a good promotional
strategy and program is a must. Blackberry invests in sales promotion activities such as samples,
contest, coupons, displays, premiums etc. in order to encourage the consumers to invest their
time and effort in the company's offering and leverage the same in order to covert them in to the
consumers of those products as well(Fraser-Arnott. 2020).
Public Relation : Public Relation is one of the marketing technique that facilitates in
maintaining good rapport with the consumers of the organisation. The company has PR team that
works aggressively in order to build good image of the company in target market and helping the
company to maintain good and friendly relations in the public domain and with the media as
well. In order to grow and develop the organisation in the long run or in the near future, it is very
important for the company have a good brand image and value in the market environment, Public
relations helps the company to do the same.
Online Marketing : Technology has opened the doors of expansion for various
multinational and global organisation across the globe. It has also facilitated the online marketing
of the products and services of the respective organisation who wants to cater to large set of
segments. Blackberry capitalises on online marketing by utilising and optimizing TV, blogs,
podcasts etc. which helps the company to make people aware about the company's products and
services. Blackberry also utilises online marketing methods such as E- mail marketing in order to
grab the attention of consumers in the marketplace.
Marketing Campaigns : Blackberry has led major advertisement campaigns which are
highly innovative in their nature so as to motivate the consumers to give a look at the company's
devices and leverage from the same. Marketing campaigns are necessary in order to keep up with
the trends of the market and give a tough competition to the existing rivals of the company. They
have the capability to enhance the sales of the company as the marketing campaigns cater to a
wider section of the consumers as compared to other methods of marketing available to the
business organisation(Parker and Brennan. 2020).
Yes, the current set of marketing practices adopted by Blackberry has enhanced the functioning
of the company in its respective sectors and has redefined the operations of the company. The

partners of the company are now giving a major emphasis on assisting the company in marketing
of its respective products and services.
The company has been able to achieve its objectives lately due to the incorporation of the
above mentioned marketing strategies. The company is also planning to implement necessary
changes in those strategies and programs so as to make the marketing plan more effective and
productive. This will help the company to enter new domains and also associate the same in
achievement of the organisational objectives in an ethical manner(Fuchs and et. al. 2020).
Two of the marketing principles utilised by Blackberry in order to carry out its daily operations
are as follows :
STP approach
STP is a concept that involves the analysation and assessment of the organisational products and
services in the market domain and how to enhance their value in the same. Three major
components of STP which facilitate in enhancing the demand of the products and services in the
business domain are mentioned below :-
Segmentation : Blackberry has segmented its market on the basis of the consumer behaviour,
consumer income and the occupation of the consumers. The company has selected these
segments as majority of the consumers that needs to be target belongs to the categories of these
segments. So in order to simplify the complex process of marketing, the company resorts to the
segmentation technique.
Targeting : Blackberry targets the prior segments in order to achieve the marketing goals and
plans effectively and efficiently in the business organisation. A company needs to take into
consideration various factors while targeting the specific segments in order to make sure that the
targeting technique adopted to do the same has worked in the inclination of the business
organisation. A company has to invest a great effort and resources while targeting the segments
as it is an essential step in persuading the segments to show interest in organisational products
and offerings.
Positioning : Positioning refers to placing the products and services appropriately in the mindsets
of the consumers. By doing the same, the company is able to achieve good benefits in
organisation and enhanced image of their respective offerings as well. Blackberry also positions
its products and services effectively among the consumers so as to increase the brand image and
enhance their attention towards the products offered by the company(Pandey and et. al. 2020).

Market Research
Market research is one of the most prominent roles of an organisation as it helps the company to
reach and cater to large group of consumers available in the market environment. It a tool that
can help the company to increase the current sales of the organisation in the business
environment and has the ability drive the target consumers to invest their time and monetary
gains in an organisation's offering.
 Blackberry has a separate team that is involved in conducting the market research for the
organisation so as to get a view and perspective about the market scenarios and
implement the innovative and advance strategies that can align with the trends of the
market. Marketing Research also facilitates the organisation in order to spot essential
opportunities prevailing in the business environment and utilise it in order to generate
benefits for the company(Gorokhova. 2020).
 Market Research also help Blackberry in order to determine the forthcoming risks and
threats associated with the business and form innovative plans that can help the company
in order to combat the same.
 Market Research is essential as it helps to identify and determine the current trends of the
market and the promotion tactics and techniques that are available in the market so as to
facilitates the promotion strategy of Blackberry. It helps the company to gain important
insights about the dynamic changes in the tastes and preferences of consumers in the
target environment and what steps can be incorporated by the organisation in order to
satisfy these change of preferences of the consumers(Lin and et. al. 2020).
 It also assist the company in determining the various upcoming strategies of the
competitors prevailing the market and the ways company can respond to the same so as
to gain a good added advantage or benefit for the company.
 A good market research can help blackberry set advanced organisation objectives for the
organisation. It can also help the company in forming better and effective decisions
pertaining to various situations in the organisations. Blackberry's decision making
process has been improved due to its advanced marketing research and has also helped
the company to formulate effective plans that can help the in development , growth and
expansion of the company in the long run(Lee. 2020).

Overall it can be said that both of these marketing concepts helps the company to acquire and
retain their existing customer base within the organisation itself and further enhance their
enrichment as well. In order to acquire a better position for itself in the marketplace, Blackberry
needs to make modifications in its existing marketing concepts.
Relationship of marketing with other department
COVERED IN POSTER
CONCLUSION
From the above mentioned context it has been analysis that marketing strategy is very
important for the company to expand their business and also for development. This study shows
the concept and strategies of the marketing like promotional, branding , and product strategy,
these strategy will help the company to identify the advantages and issues of the company and
that will also segmenting their work according to the demands and requirement. This will going
help them for increasing their productivity and also help the company to analyse their
competition level also. This report also shows the marketing research of the company and what
are their target marketplace and how they can implement their strategies. Theses all help the
company very well to formulate their products according to the requirements and demands of the
customer and market and also help the company to increase their popularity in the market.

REFERENCES
Books and Journals
Borders and Lester. 2020. Sustainability challenges in marketing, sales, and other business
practices: Introduction to a Journal of Global Scholars of Marketing Science special
issue.
Brodowsky. 2020. Introduction to the Handbook on Cross-cultural Marketing. In Handbook on
Cross-cultural Marketing. Edward Elgar Publishing.
Campbell and Brauer. 2020. Incorporating Social-Marketing Insights Into Prejudice Research:
Advancing Theory and Demonstrating Real-World Applications.Perspectives on
Psychological Science. p.1745691619896622.
Fraser-Arnott. 2020. The Marketing Mix in Parliamentary Library Websites.Journal of Library
Administration,60(8), pp.875-888.
Fuchs and et. al. 2020. Promoting sustainable development in higher education institutions: the
use of the balanced scorecard as a strategic management system in support of green
marketing.International Journal of Sustainability in Higher Education.
Gorokhova. 2020. The Development of Socially Responsible Marketing as a Consequent Effect
of the Socio-Economic Transformation in the Society.
Kelly and et. al. 2020. The Regulatory and Marketing Environment Surrounding the Legalization
of Retail Marijuana and the Impact on Youth.Journal of Public Policy & Marketing,
p.0743915620911632.
Lee. 2020. Reducing the spread of COVID-19: A social marketing perspective.Social Marketing
Quarterly,26(3), pp.259-265.
Lin and et. al. 2020. The adoption of technological innovations in a B2B context and its impact
on firm performance: An ethical leadership perspective.Industrial Marketing
Management.
Pandey and et. al. 2020. Digital marketing for B2B organizations: structured literature review
and future research directions.Journal of Business & Industrial Marketing.
Parker and Brennan. 2020. Reinforcing the social in social marketing. In Social Marketing and
Advertising in the Age of Social Media. Edward Elgar Publishing.

Rivera and Casado. 2020. Incorporating diversity in marketing education: A framework for
including all people in the teaching and learning process.Journal of Marketing
Education.42(1). pp.37-47.
Silchenko and Askegaard. 2020. Powered by healthism? Marketing discourses of food and
health.European Journal of Marketing.