LSBM101: BlackBerry's Marketing Concepts, Strategies, and Analysis

This report provides a comprehensive analysis of BlackBerry's marketing strategies, focusing on key concepts, terminology, and programs employed by the company. It explores BlackBerry's product strategies, including its range of smartphones and services, and examines its promotional and branding approaches. The report delves into the marketing mix, including product, place, price, and promotion strategies, and analyzes the challenges BlackBerry faces in the competitive mobile market. It examines the use of social media, campaigns, and events to rebuild brand image, and also discusses the company's focus on corporate social responsibility. The report also highlights the importance of understanding the market environment through SWOT and PESTEL analyses, as well as the use of free products to build customer trust and regain market position. Overall, the report provides a detailed overview of BlackBerry's marketing efforts, including its past performance, current strategies, and future goals, offering valuable insights for students and professionals in the field of marketing.

BlackBerry
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Determine the key marketing concepts and terminology in respect to the chosen organisation.
.....................................................................................................................................................3
Identify the various marketing strategies and programmes in repeat to the chosen business
organisation.................................................................................................................................5
Explain the marketing concept and principles used by the chosen organisation........................6
CONCLUSION................................................................................................................................8
REFERENCES .............................................................................................................................10
2

INTRODUCTION
BlackBerry was established in year 1984 and is dealing in mobile industry from last 32
years (Ahmed, 2016). The headquarters of the company are in Waterloo, Canada and has able to
established its brand name in the marketplace. In the beginning the company is providing
services to its customers related to modern and pagers. With years the company expand its
business by introducing its mobile phone under the name blackberry 957. Later on the focus of
the company is to provide quality security services and make its brand image in corporate
business in America. Later on in year 2010 the company is dealing in 40% domestic market and
20% of global market and in year 2016 it has started its own manufacturing unit for mobile
phones. Mobile market is changing as with the innovation in the technology the changes and new
innovation take place on frequent bases. Moreover it has provided the opportunity to the
company to establish strong relation with the customers and with the help of effective promotion
tools to engage its targeted audience. The organisation chosen for this report is BlackBerry. The
topics covered in the report are marketing concept, marketing terminology, strategies and
programme of the chosen organisation. Furthermore principles of chosen organisation are been
analysed and evaluated.
MAIN BODY
Determine the key marketing concepts and terminology in respect to the chosen organisation.
Marketing concept is used by business organisation with the motive to identify the
current market trends and the needs and demands of the customers so in order to formulate the
effective marketing strategy (Blagoev and Minkov, 2017). The business organisation who focus
more on marketing trends would able to accomplish their desire goals as they get the benefit and
satisfy the desires of its potential customers. Moreover it helps in identifying the various
strategies of the competitors so that essential and necessary steps can be taken in order to take
competitive advantage. In context of blackberry the company is belonging to mobile industry
where technology up-gradation take place on frequent bases hence its important for the company
to closely observed the market and promote its goods and services in order to engage and attract
large number of potential customers. These activities help in formulating strong brand image in
the marketplace and the three majorly used marketing concepts in context of blackberry are
explained below-
3

Product Strategies- It is one of the most essential thing for the company in order to
capture the market by providing quality products with creative and innovative features. Products
are those part of the business organisation which has the ability to bring the loyal customers and
to provide the large range of variety to its potential customers in order to provide large options to
customers to chose and making things easy for them. In context of blackberry it is providing
large variety of products to its customers in order to meet the requirements in the marketplace
and also to satisfy the customers with its range of products. The mobile products of the company
are BlackBerry messenger, blackberry play book, blackberry 10 and many other products. The
smart phone range of the company is the one which has gained the popularity in the marketplace
and help the company in increasing its profit margin. Effective mail services provided by the
company helped the company in attracting new customers and is one of the quality feature
provided by company (Boshnakova and Goldblatt, 2017). The mobile phone range of the
company with mail services provide major securities to the user. It is innovative and creative
feature which is not provided by the competitors. Moreover blackberry 10 model of the mobile
phone with unique operating services has able to attract the customers as it is providing fast
services in comparison to other products of the different brands. Later on the company come up
with its play book which act as mini tablets and its 5 version is the latest edition in their
smartphone as with all this they would be able to provide quality products in the marketplace. In
year 2010 the company come up with the new operating service named as ONX in order to
provide quality products to the customers and to satisfy their needs.
Promotional strategies- Promotion activities are important as with the use of these
activities company would able to attract its potential customers. With the use of promotional
strategies the motive of the business organisation is to provide information related to the
products and services to its potential customers (Einstein, 2016). The marketing team of the
company after analysing the market condition and trends develop the strategy to attract large
number of potential customers. In context of BlackBerry the company is using various
promotional strategy such as with the help of youth icon as its endorser has able to attract its
potential customers. The features provided by company that is security and message facility has
helped the company in reaching to its potential customers and also helped them in making
purchase decision. Furthermore in order to enhance its brand name the company is designing
perfect phone for various industries such as healthcare, business, banking and many more.
4

Branding strategies- Branding refers to the marketing strategy adopted by different
business organisations in order to improve and enhance their brand name in the marketplace.
With the use of various advertising methods the focus of the business organisation is to increase
its awareness among its potential customers and also to provide quality products to its customers
so that they would be able to retain them for long period of time. In context of the blackberry the
company has faced major downfall in year 2010 in its mobile sector and decided to take break
and late come up in the marketplace where their targeted audience will be business. They are
now manufacturing products and services for the business sector that is manufacturing phones
for B-B market (Filieri, 2016). Moreover after covering B-B marketplace its leadership team has
shifted to business to customer by providing security. They have worked on its products and has
redefined its range of products with the implementation of strong strategies with the motive to
improve and regain its brand position in the mobile industry.
Identify the various marketing strategies and programmes in repeat to the chosen business
organisation.
In context of BlackBerry they have used various marketing strategies and programmes
with the motive to regain its position in the marketplace and increase its market shares. But they
are facing problems hence it is important for them to come up with effective and efficient
marketing strategy in order to provide tough competition to its competitors. The company need
to focus on improving its product that production activities, promotion activities, selling, pricing
and many other essential sectors. Moreover it is very important for the company to make the
SWOT analysis and the PESTEL analysis in order to study its internal and external market
environment and identify its strengthens and weaknesses (Gutiérrez, 2018).
Effective marketing strategies involves the plans which helped the company in increasing
the need for company's products for customers, focus is on delivering value to customers through
its products and services. Moreover the focus is on making strong relation with its customers so
that they can retain them for long period of time. In context of blackberry the focus of the
company is to create the value proposition and with its effective strategy they would able to
increase its market in business to business sectors but not able to achieve its desire position in
business to customer segment. The product strategies in context of blackberry is that they have
formed the roadmap as per their products and the products offered by its competitors. In context
of its pricing strategy their focus is to identify the pricing power of its potential buyers and the
5

prices offered by its competitors and according set its prices. In the last the focus of the company
is to improve its distribution channel that is by making strong relation with its suppliers and
distributes they are improving and making new bound with various distributors. Here are few
strategies which are been used by blackberry in order to accomplish its future objectives and
goals.
Use of social media- In this current scenario where everyone is spending their most of
time on various social media platforms therefore in context of BlackBerry it will be the best
option to reach to its potential customers. It should focus on forming effective and efficient
marketing team which would be able to attract large number of potential customers. By
publishing or posting visual and engaging content on various popular social media platform they
would be able to attract and inform large number of its targeted audience. This is one of the most
effective strategies where in less time they would be able to reach large audience and also it is
cost effective (Irshad and Awang, 2016).
Use of campaigns and events- In context of blackberry with the use of different type of
marketing campaigns they would be able to attract and influence customers to buy its products.
Due to its downfall in year 2010 the company has brand image in eyes of public hence they have
to focus on different campaigners and events with engaging content in order to rebuild its brand
image in the marketplace.
Use free products- In context of Blackberry company can sale its products for no changes
as sample products in order to build customer trust and regain its customers. This strategies are
beneficial for company as well as for the customers as they would be able to reach to its
customers and customer get products free of cost (Kulshrestha, 2019).
In context of the blackberry with the use of these strategies they would be able to attain
its desire position in the marketplace. Only with the help of promotional strategies they won't be
able to get desire results quickly that is the have to focus on various CSR (corporate social
responsibilities) in order to make its good brand image in the marketplace. Hence company is
following various ethics and code of conducts with its internal and external stakeholders with the
motive to obtain its goals and objectives.
Explain the marketing concept and principles used by the chosen organisation
In context of blackberry it is the company which is dealing in multinational
telecommunication sector and providing wireless communication services to its potential
6

customers. Moreover it is also providing smartphones and tablets in various organisation
established in Canada. The marketing mix strategies used by the company will help them in
attracting large number of its customers.
 Product mix of BlackBerry- The products offered by blackberry are play book,
messenger, enterprise server, and many more. The products offered by the company are
most commonly known for its safety and security.
 Place mix of blackberry- The company is operating at global level hence have its stores
in all the counties in which it is operating that are Mexico, Indonesia, UAE and many
more. They are serving approximately 85 million people across the globe.
 Price mix of BlackBerry- The company is considering its pricing factor because it is
focusing on increasing its customers across the globe. Company has set its price high
that is targeting high income group people. The price set for its mobile phones are
between 44000 to 52000. They are charging high because they are providing quality
products to its customers (Muhammad, 2019).
 Promotion mix of blackberry- The company is providing smartphone which are based on
android and ios. The company is promoting and targeting business people and its
blackberry10 product is specially designed for business communication only.
 People mix of blackberry- The company is focusing and targeting people who are need
for quality services and are not considering products on price bases. The product
provided by the company is highly secured and used by people who need such high
securities. Moreover they are having skilled and capable work force who are coming up
with effective strategies in order to attract its potential customers (Nijssen, 2017).
 Physical evidence of blackberry- The company is serving across the globe so is having
its own stores in the location which they are serving. Moreover they have pop up stores
in many countries and is focusing on fulfilling the needs and desires of the customers.
 Process mix of blackberry- With its creativity and innovation they are providing unique
feature to its customers and hence attracting them. Moreover they are focusing on
establishing effective relation with its suppliers and distributes so that they do not face
any problem or issue and to make the process easy and adopt the fast moving methods.
STP of blackberry
7

The segmentation, targeting and positioning is one of the effective method used by the
business organisation in order to identify and analysis its target audience and marketplace. In
context of blackberry they have to design and positioned its product in the marketplace according
to the needs and preferences of customers. The STP method will helped the business
organisation in identifying the area which require their due attention and involve cost saving
strategies (Printezis and Grebitus, 2018).
 Segmentation of blackberry- In context of blackberry the company is mainly dealing in
three segments which are income, behaviour and occupation in the sector of marketing
communication. They are in need of those business professionals who want fast moving
methods and do not want to relay on system in order to carry its business operations. The
behaviour segmentation of customers includes those individuals who want quality
products and are belonging to high income group that is earn more than $65000 per year.
They are focusing on individuals who want quality services and are ready to invest to
take benefit of new services.
 Targeting of blackberry- The company is targeting people belonging to high income
group that is who are willing to invest in using quality products and not focusing on the
price.
 Positioning of blackberry- In context of blackberry they are positioning its products in
the minds of customers and the people who want security as the most important factor
while purchasing smartphone (Rekettye, 2019).
CONCLUSION
From the above study it has been concluded that the business organisation should focus
on adopting effective marketing strategy in order to accomplish its desire results. In context of
the chosen organisation (blackberry) it is largest communication organisation operating across
the globe. The company is focusing on targeting people belonging to high income group as they
are providing quality products to its potential customers. The organisation should have a good
research and development where they are giving good customers services and improving the
performance. They should have customers in many countries and they should focus on the needs
for the customers. They should have the prices lower for the customers who want quality but
they are willing to pay less prices. The organisation should have to increasing the quality of the
employees. Blackberry is the organisation which has segmented its customers but the
8

demographics is difficult for the employees to connect because they are focusing on the quality
but the customers are paying higher prices so that should get the products that are better than
others and they are improving the performance.
9

REFERENCES
Books & Journals
Ahmed, T., 2016. Countering counterfeit branding: Implications for public-sector
marketing. Journal of Nonprofit & Public Sector Marketing. 28(3). pp.273-286.
Blagoev, V. and Minkov, M., 2017. Marketing in Bulgaria: A small emerging economy and
multicultural markets. In Research Handbook of Marketing in Emerging Economies.
Edward Elgar Publishing.
Boshnakova, D. and Goldblatt, J., 2017. The 21st century meeting and event Technologies:
Powerful tools for better planning, marketing, and evaluation. CRC Press.
Einstein, M., 2016. Black ops advertising: Native ads, content marketing, and the covert world of
the digital sell. OR Books.
Filieri, R., 2016. How Young Chinese Consumers Choose among Different Smartphone Brands:
The Importance of Socio-cultural and Marketing Factors. In ICTs in Developing
Countries (pp. 59-73). Palgrave Macmillan, London.
Gutiérrez, T.J., 2018. Active and intelligent films made from starchy sources/blackberry
pulp. Journal of Polymers and the Environment. 26(6). pp.2374-2391.
Irshad, S. and Awang, D.R.B., 2016, August. User perception on mobile augmented reality as a
marketing tool. In 2016 3rd International Conference on Computer and Information
Sciences (ICCOINS) (pp. 109-113). IEEE.
Kulshrestha, R., 2019. Smart Tourism Marketing Through Smart Phones: The Case of Uttar
Pradesh. Emerging Trends in Indian Tourism and Hospitality: Transformation and
Innovation, p.25.
Muhammad, G.A., 2019. CHINA’S MARKETING STRATEGY IN THE TRADE WAR ERA:
CASE STUDY-EXPANSION OF XIAOMI INC. TO INDONESIA. Mediasi: Journal
of International Relation. 2(1).
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Taylor & Francis.
Printezis, I. and Grebitus, C., 2018. Marketing channels for local food. Ecological
Economics. 152. pp.161-171.
Rekettye, G., 2019. Value Creation 4.0. Marketing Products in the 21st Century.
10

11