Marketing Concepts and Strategies for Blackberry Smartphones

This report discusses the key marketing concepts and strategies applicable to Blackberry smartphones, including product, price, place, promotion, people, process, and physical evidence. It also explores the marketing programs and research used by Blackberry to achieve their objectives.

PROJECT

Table of Contents

INTRODUCTION
Marketing refers to an essential factor for the organisation in buying and selling of goods
and services and promoting the offerings to the customers for gaining profitable results.
Marketing concept includes the several terms that are based on production, selling of goods and
services by matching the customer satisfaction level so that high profits can be attained. This
report is based on Blackberry smartphones. Blackberry is the king of smartphones as it sells
around 50 millions units during its peak time since 2011. The company can controlled the 50%
of market in smartphone industry within US and 20% in international market. In 2011,
Blackberry stopped their manufacturing by facing the major failure because of Apple and Google
Phones as they both gives the tough competition to the company because of this company can
reduce their market share. This project report involves the several terms related to marketing
concept and terminology because marketing is a fundamental requirement of Blackberry sustain
in market. It includes the several terms that are product, promotional and brand strategy. It
includes the marketing strategy that helps Blackberry to attain their objectives and at last it
involves the marketing concept and principles that helps organisation to perform their daily
operational activities.
MAIN BODY
Explain key marketing concept and terminology applicable to Blackberry
Marketing concept defines as a philosophy of a organisation that is used for analysing the
needs and wants of customers so that it can be benefited to company and customers so that it will
sustain for a longer period of time. In case of Blackberry Smartphones, there are several
marketing concepts which is useful to attain the objective related to attracting the number of
customers and gaining high profits and sales. Some of the marketing concept related to
Blackberry can be presented below:
 Production concept- This marketing concept is an essential as consider customer
preference that reflects the high quality at reasonable price so that customers buying
decision is to be highly influenced related to buying the products. In terms of Blackberry
smartphone, manager can focus on analysing the customers wants and preference related
to the smartphones so that offering them the best quality products is successful and due to
this they can gain the high market share. In this they can focus on differentiating their
1

products related to their design and features so that customers are attracted towards it. For
instance- They can offer the square shape smart phones that look smart including
holographic features so that more new customers are influenced towards it and buy the
products,
 Marketing concept- This concept is related to the importance of customers that helps the
company to gain the market centre of attraction for a longer period of time. It helps in
gaining the ability of organisation by attracting number of customers so that more profits
and revenues can be attained. This marketing concept is denoted as customer first
approach. In case of Blackberry Smartphones, company stopped their manufacturing of
smartphones due to poor execution and value proposition. In this financial manager of the
company focus on developing the strategy and product updates by creating software and
security updates only for the Blackberry devices. This helps in building the market image
and gaining profitable results by attracting the customers attraction with their security
services.
 Societal concept- This concept is related to the welfare of the society that reflects the
moral responsibilities of the organisations towards the society. In this firm highly
emphasised on promoting what is good for people over what the society people want. In
case of Blackberry company, manager can focus on welfare of society for this they
introduce the security system that is useful for saving the information from leaking. In
this company can focus on fulfilling the desires of customers related to security that is
also essential for organisation to gain the profitable results.
 Branding- It is another concept of marketing that is significant in present business
environment to gain the profitable results. In this Blackberry organisation can focus on
displaying their mobile phones to the number of audience with good quality features that
helps in gaining the market share. As the firm have strong innovation power related to
designing and implementing technologies that helps in placing a strong position within
market.
Identify marketing strategy and programmes that helps Blackberry to attain their objectives
Marketing strategies defines the long term approach and overall game plan of the
organisation that is useful for the business organisation to attain their overall objectives for
sustaining to a longer period of time. This marketing strategies helps in understanding the needs
2

and wants of the customers so that offering the products and services is attractive. Marketing
programmes are well designed integration of activities that helps in reaching the goals as per the
situation occurs. In case of Blackberry, several marketing strategies and programmes are adopted
by them to attain the overall objectives of the companies so that high profitable results can be
enjoyed in their long term survival.
 Content marketing- It refers to that type of marketing strategies and programmes that
influence education over selling and develops the buying behaviour. This marketing
strategies is very useful to creating awareness related to specify product and services that
attracts the large base of customers. This will maximise the sales and profits so that firm
will sustain to a longer period of time. In case of Blackberry, manager can mainly focus
on communicating the information related to their smartphones and other security
devices that is updated for Blackberry branded devices which are using in all the
Blackberry stores and outlets to attend customers and fulfilling their demands. For
implementing this Blackberry adopts the use of infographics, videos, blogs, webinars
etc. This will develops the brand visibility and desirability of the business enterprise that
is important for sustaining in market. This helps attaining the objective of attracting and
enhancing sales or profit margin.
 Social media marketing- It is one of the best marketing strategies that helps the users to
find the content which is valuable and effective related to influencing the customers
buying decision. This includes the low cost as compare to other type of marketing
strategies and attracting the large number of customers for a longer period of time. In
context of Blackberry, company can adopts the use of this strategy that helps in
humanizes the brand and encourages conversion. This organisation can do a B2B
marketing where they adopts the use of Facebook, Instagram,Twitter etc. to distribute
their content. This helps in managing the traffic so that high profitable results can be
enjoyed.
 Search engine optimisation- It is one of the best marketing strategy that is used to
creating awareness related to traffic of a particular website on the search engine i.e.
Google, YAHOO, Bing etc. This marketing strategy is very useful for the Blackberry to
attain their objectives related to enhancing brand image and customer base. In this they
can adopts the use of email, banner ads, website that is highly useful for the company to
3

attracts the customers towards the brand. In this organisation can mainly targets all the
blackberry stores and limited customers by using search engine optimisation so that large
number of customers show their interest related to products and services that is mainly
mobile phones, security system. Due to this marketing strategies business enterprise can
save their huge cost that helps in enhancing the profit margin and attaining objectives for
a longer period of time.
 Product strategy- It is a significant marketing strategies that is adopted by business
organisation to attain the objectives of enhancing brand image and customer base. In
context of Blackberry, manager can focus on offering the perceived quality products to
their customers and creating awareness related to same within market that helps the user
to familiar with the organisation products. In this organisation also offers the customer
service program by providing the safety and security features to the Blackberry user so
that they show their loyalty towards the business enterprise for a longer period of time.
In this manner Blackberry can attain their objectives effectively and efficiently. It is the
best marketing programme to the products for gaining profitable results.
 Channel strategy- This strategy is one of the best marketing strategy which includes
direct and indirect channel. In terms of Blackberry, they can mainly adopts the use of
4

direct channel as they targets company owned stores and stores within a stores that helps
in enhancing the image within marketplace. Their security system is useful to fulfils the
stores requirements that is useful to gain more profits and revenues.
Explain marketing concepts and principles used in Blackberry's daily organisational operations:
7 Ps, STP, Marketing research
Blackberry daily organisational operation includes marketing research and 7 Ps that helps
in accomplishing the objectives in effective and efficient manner. The 7 Ps and market research
of Blackberry can be presented below:
 Product- It refers to that aspect which is actually being sold to the customers. In this
company can design their products as per the customers satisfaction. In case of
Blackberry the range of offerings are broad as they design Blackberry messenger,
Blackberry Playbook, Blackberry 10, Blackberry enterprise server, internet services etc.
the company devices is to be popular due to strong email to go services that includes the
feature of security that is distinctive from other competitors. It includes the product
concept that display software and services which are mainly connect messaging software
and enterprise network.
 Price- Blackberry smartphones becoming very sought after the email access on the go
system. The organisation is mainly focus on enterprising sales and enabling organisations
to trust the brand within their workers. To gain the market share Blackberry set the
affordable price so that all people can buy the products and sales and profits of the
company is to be enhanced. This helps in attaining the operations effectively and
appropriately. It helps in attracting customers for a longer period of time.
 Place- It is very essential for the organisation because proper placing of products and
services attracts the customers easily and effectively. The stores of Blackberry mainly
available in North America, Mexico, Indonesia, United Arab Emirates, Thailand etc.
Since 2013, there are millions of subscribers who present in the world. Blackberry can
also operate their stores in United States like Atlanta, Boston. The company also do their
operation by operating their first pop up store in Germany.
 Promotion- This marketing element is one of the best element as per the current business
environment. In case of Blackberry, they lost their market position because of poor
execution of activities for them gaining the marketing image is very essential and it can
5

be done with the use of promotional techniques. They mainly focus on attaining the glory
in the smartphone market for this they can focus on adopting strategy by focusing on
business customers. This company smartphones is perfect match for the organisations to
communicate the information securely. These smartphone has unique feature related to
notifications that blink red with centralised message. For health care industry they design
the new passport smartphone where they targets the professionals within health related
sector. This will helps in gaining the profitable results by attaining the objectives related
to longer survival within marketplace.
 People- To effectively done the operations within organisation human resources are very
essential as without them no task can be done and accomplished appropriately. In terms
of Blackberry, there are number of employees working within the organisation. People
are responsible for the success of the company and their longer survival. There working
employees are highly competent that helps in gaining the competitive advantage in terms.
 Process-
 Physical evidence-
CONCLUSION
From above report it is concluded that marketing is an prominent term for the business
enterprise that is useful to attracts the number of customers and gaining profits and revenues at
the same time. This report inculcates the marketing concept that helps in acknowledging the
several aspects which are products, production of goods and services, branding of the company ,
promotional activities etc. That helps in attaining the targets and objectives within specified
period of time related to attracting the large base of customers. It also inculcates several
marketing strategy and programmes that is very essential to reaching the overall objectives so
that firm will sustain to a longer period of time. In this marketing principles helps in removing
the downfall of the company so that it can be raised in the market with good market position and
customers base that helps in gaining the competitive advantage. Further for blackberry it is to be
recommended that the firm highly focused on production and promotion techniques so that they
can achieve their targets including the best skilled workforce and offering proper training to
them. It also involves in several programmes that are conduct some events and sponsorship so
that high base of customers are to be attracted that helps in gaining the profitable results in their
long term survival.
6

7

REFERENCES
Books and Journals
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
McDaniel Jr, C. and Gates, R., 2018. Marketing research. John Wiley & Sons.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Schwartz, L.M. and Woloshin, S., 2019. Medical marketing in the United States, 1997-2016.
Jama .321 (1). pp.80-96.
Andika, A. and Susanti, F., 2018. Pengaruh Marketing Mix Terhadap Keputusan Pembelian
Parfum di Azzwars Parfum Lubeg Padang.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies .4 (4).
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
HR, G. and Aithal, P.S., 2020. Establishing True Lifestyle Brand in India: An Integrated
Marketing Mix Framework. International Journal of Management, Technology, and
Social Sciences (IJMTS),(June 2020) .5 (1). pp.261-284.
Patsiaouras, G., 2019. Marketing concepts can have a life of their own: Representation and
pluralism in marketing concept analysis. Marketing Theory .19 (4). pp.559-566.
Muljono, R.K., 2018. Digital Marketing Concept. Gramedia Pustaka Utama.
Walmsley, B., 2019. The death of arts marketing: A paradigm shift from consumption to
enrichment. Arts and the Market.
Prihartono, H.A., 2020. The Promises Ethics and Marketing Concept Strategy as A Competitive
Advantage on Private Higher Education. Journal of Talent Development and Excellence
.12 (3s). pp.839-856.
Tadajewski, M., 2019. Habit as a central concept in marketing. Marketing Theory .19 (4) pp.447-
466.
(McDaniel and Gates, 2018). (Deepak, and Jeyakumar, 2019). (Hollensen, 2019). (Schwartz,
and Woloshin, 2019). (Chaffey, 2019). (Andika, and Susanti, 2018). (Thabit, and
Raewf, 2018). (Lahtinen, Dietrich, and Rundle-Thiele, 2020). (Wu and Li, 2018). (HR,
and Aithal, 2020). (Patsiaouras, 2019. Muljono, 2018). (Walmsley, 2019).
(Prihartono, 2020). (Tadajewski, 2019).
8