1

Table of Contents
Product Description..............................................................................................................2
Company Analysis................................................................................................................6
Customer Analysis..............................................................................................................10
Competition..........................................................................................................................13
Climate..................................................................................................................................21
S.W.O.T. Analysis................................................................................................................26
Communication Objectives..............................................................................................35
Media Objectives.................................................................................................................39
Media Schedule.......................................................................................................49
Advertising Objectives......................................................................................................50
Marketing Objectives........................................................................................................52
Launch Strategies.............................................................................................................53
Packaging..........................................................................................................................87
Success Metrics.................................................................................................................90
Public Relations................................................................................................................92
Creative Brief....................................................................................................................96
Appendix...........................................................................................................................99



2

Product Description
Mission Statement:
Corporate Responsibility: [Global Growth]:
Blackberry is a company driven by ideas. We believe that innovation and
collaboration will foster sustainable growth for our business.
Blackberry and its subsidiaries and affiliates ("Blackberry") are committed to
offering the best tools for communication and social collaboration and
working towards minimizing our environmental impact. Blackberry strives to
act responsibly and expects the same of our partners and suppliers.
Research In Motion is now Blackberry:
Research In Motion (RIM), a global leader in wireless innovation,
revolutionized the mobile industry with the introduction of the Blackberry
solution in 1999. Since then, Blackberry products and services have continued
to change the way millions of people around the world stay connected.
With the launch of Blackberry 10, we have re-designed, re-engineered and
re-invented Blackberry. Not only did we introduce a new mobile experience to
our global community of Blackberry users, but we are also introducing a new
name for the company.
Research In Motion now operates globally under the iconic name Blackberry.
To further signal this exciting re-branding of the Company, effective February
4, 2013, our stock ticker on the NASDAQ exchange will become BBRY and on
the TSX exchange, BB.
The Blackberry product line includes the Blackberry PlayBook tablet,
award-winning Blackberry smartphones, software for businesses and
accessories.




4

Product Life Cycle:

Market Introduction Stage: (2002-2004)
Blackberry products are now installed with voice calling
capabilities.
First smartphone to introduce wed searching and email on their
phone.
Not many competitors.
Prices remain fairly the same, for each model.
Growth Stage: (2005-2007)
There are now more than four million Blackberry users.
First consumer friendly devices (Blackberry Pearl) are
introduced.
Research In Motion becomes the most valuable company in the
Toronto Stock Exchange.
Blackberry Curves are introduced.
Users increased from 4 million to 10 million.
Maturity Stage: (2008-2010)
Stock market crashes and RIM stocks share go down to $50.
Blackberry storm is introduced to compete against the Apple
iPhone.
The first playbook is introduced, to compete against the Apple
iPad, unfortunately it wouldnt come out until 2011.
Decline Stage: (2011-Now)
Playbook is introduced to the market, but is unpolished
2,000 employees are cut from their jobs.
Increase in phone prices.
Incapable of having apple and android apps.
Large number of competitors.


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Positioning:
Blackberry started the generation of smart phones. It was the first technological
company to include voice messaging capabilities along with text messaging and
email capabilities. Its the most trusted phone by large corporations who are looking
to use their phones for business. With the highest ranked security system integrated
in all devices, Blackberry is trusted by some of the highest government officials and
companies.
Points of Difference:
Easy transition between work life and social life.
Highest ranked security system for both cell phones and tablets.
3 different cell phone models.
Main Blackberry (American) Distributors:
Verizon
AT&T
T-Mobile
Sprint
Best Buy
Target





6

Company Analysis
Goal:
Today, Blackberry aims to inspire the success of our millions of customers around
the world by continuously pushing the boundaries of mobile experiences
(Blackberry). Blackberry now Blackberry limited has changed the way millions of
people around the world stay connected. Blackberry believes that technology is
critical for business and important to the human experience. Blackberry is of the
believe that technology has the power to improve lives and build thriving
communities as well.

Focus:
Blackberry products are designed to easily switch separate a subscribers work life
from their personal life. With the highest security software on all Blackberry devices,
it is the most trusted brand by some of the most elite and highly ranked companies
and government officials. Blackberry makes sure to deliver the highest quality
products at an affordable price.

Culture:
RIM is a company driven by ideas. We believe that innovation and collaboration will
foster sustainable growth for our business.

Strengths:
RIMs primary competitive advantage is that their mobile phones are very secure.
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The company released its phones with secure encrypted network that allowed
sending emails between phones without possibility of stealing the information. This
became the unique selling proposition of Blackberries. This feature was a very
attractive feature to lure corporations and government contracts, which other
phone companies didnt have. This provided Blackberry with the opportunity of
becoming the number one choice for enterprises and governments.

Unlike other mobile phones and smartphone companies, Blackberry tries to appeal
to a narrow customer segment that is the governments and corporate segments.
This gives them the upper hand in providing to these sectors, a strategy rarely
utilized by other companies.
Weaknesses:
Due to poor marketing efforts one of Blackberrys weaknesses is the inability to
market the brand. Blackberrys brand was known in the market long before Apples
iPhone launch of Samsungs Galaxy success. RIM had a better quality phone in the
market before the Iphone was launched. However they were unable to keep up with
competition because of their poor efforts in the marketing strategies. Even with
better quality products, the company would be unable to sell them to consumers
as it would be overshadowed by Samsung and Apples marketing spending. Inability
to market the brand also resulted in declining brand reputation and low customer
loyalty. Declining brand value indicates decreasing brand appeal to consumers and
lower sales.
Blackberry phones and tablets are powered by RIMs own Operating System.
Unlike Iphone, Blackberry did not gain a competitive advantage by having their own
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OS. This is so because Blackberrys customer base is too small to have any profit for
major application developers. The fact that the Blackberry market has a minimal
amount of applications refrains customers from purchasing their products. The
company lacks enough funding and coordination to develop its OS properly creating
problems for sales.

Blackberry is highly dependent on government and corporate contracts as these
make up the largest companys customer base. Although Blackberry offers the most
attractive phones for governments and corporations due to phones with high
security features, the company is not guaranteed to receive long-term contracts
from the government and a loss of contract with at least one government agency or
corporate accounts result in substantially lower sales.

RIMs Blackberry PlayBook tablet had an unsuccessful effort to enter the tablet
market resulting in a low market share and losses for the company. Poor presence in
the tablet market decreases the companys chance to successfully compete with
Apple or Samsung.

Market Share:
Blackberry provides technology for business professionals primarily via phones and
tablets. Blackberry is dominated by Android and IOS (iPhone).
Market Share: 1.8%

10

Customer Analysis
Market
We currently live in a society where just about everyone has a mobile device at
their reach. This means that competition in the mobile device industry is heavy. Someone
is always releasing the next revolutionary item. According to IDC the mobile phone
market is forecast to grow 7.3% in 2013 by 1 Billion Smartphone shipments. This is an
increase from 2012 where it was forecast to grow only a 1.2%. This increase in the
market share is due to the demand worldwide mobile devices.
With evolving operating systems emerging and competing to be number one the
mobile device market will not decline any time soon. Total smartphone shipments are
forecast to reach 1.7 billion units in 2017. Smartphones will represent virtually all of the
mobile phone market in many of the world's most developed economies by the end of
2017," said Kevin Restivo, Senior Research Analyst with IDC's Worldwide Mobile Phone
Tracker program.
Top Smartphone Operating Systems, Forecast Market Share and CAGR, 20132017
Smartphone OS 2013 Market Share 2017 Market Share
Android 75.3% 68.3%
iOS 16.9% 17.9%
Windows Phone 3.9% 10.2%
Blackberry OS 2.7% 1.7%
Others 1.2% 1.9%
Totals 100.0%
100.0%

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Type of Customer
The type of customer that the Blackberry currently attracts and what the
company aims to target are:
Corporate Companies
Government Contracts
Business Professionals
Entrepreneurs
Students
Small business Owners & employees
Value Drivers
Blackberry prices vary depending on the selected style. The prices range
anywhere from $59.99 to $799.99. Blackberrys competitors prices range right about
the same depending on the model as stipulated before.Samsungs prices range from
$75 to $800. Androids prices range from $5 to $800 and Apples iphone prices ranges
from $100 to $800. These prices include specials and markdowns. In comparing the
prices between Blackberry and its competitors it is fair to say that Blackberry offers
competitive prices. The company has a combination of price conscious customers
and those that are not given that some of the customers obtain phones through
their employment. The styles and models offered have different price levels, all
depending on the features of the device and materials utilized on the product. The
devices are physical distributors to retail stores like Best Buy and Target or through
mobile carriers such as AT&T and Sprint. Customers can also access the product via
the internet in sites such as amazon.com and shopBlackberry.com. Blackberrys
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strongest feature is that it provides the best mobile security within the industry.
Decision Process
The company has logos like Choose the Best business Partner and Make
Your Presence Felt giving the customer a sense that the company ensures that the
product is strong and dependable. Choosing Blackberry is an easy decision to make
when a customer is interested in a mobile device but with the added feature of the
strongest security systems in the industry. To top it off the features that the products
offered by RIM are revolutionary. It is the least you can expect from the company
that introduced the smartphone to the world. That type of recognition gives the
customer ease to know that they are making the right choice in selecting the
product.











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14

Competition
Apple:
Strengths
Customer loyalty combined with an expanding closed ecosystem. First,
Apple now has a full range of apps, software and products that are
interlinked and support each other. Second, new products and
supplements will be released soon (iTV), hence expanding the
ecosystem. Third, Apple has a strong customer loyalty, which increases
due to Apples closed ecosystem, which, in turn, is supported by
customer loyalty. So the combination of Apples expanding closed
ecosystem and customers loyalty increases firms competitive
advantage.
Apple is a leading innovator in mobile device technology. Companys
core competency of producing innovative products is the strength the
company builds upon and is able to bring the most innovative products
to the market.
Strong financial performance. Apples financial performance is one of
the best among many companies. It also has higher gross profit margin
than its main competitors, which is equal to 43.9%. Company has no
debt and is not directly affected by interest rates or credit markets.
Apple has a reputation of highly innovative, well designed, and
well-functioning products and sound business performance. Apple
brand is valued at $76.5 billion and was the second most valuable
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brand in the world in 2012.

Apples retail stores ensure high quality customer experience. They
provide direct contact with knowledgeable staff and increases brand
awareness.
Marketing is one of the strongest functional areas Apple has. It can sell
pricier products, build superior stores and advertise their
Weaknesses:
Apples products cost much more than its competitors devices. When
theres such a fierce competition, Apple product prices become a
weakness because consumers can easily opt for similar quality but
lower price products.
The iOS and OS X are quite different from other operating systems and
use software that is unlike the software used in Microsoft OS. Due to
such differences users often choose to stay with their accustomed
software and hardware.
Apples market share has recently fallen, it is second to 55.1%. The less
market share Apple has, the less it can influence its potential customers
and persuade them to jump into using Apples closed ecosystem
products.
The firm is often accused of infringing other companies patents and
has even lost some trials. This damages Apple brand and its financial
situation.
Apple has lost Steve Jobs in 2012 and Tim Cook became the new CEO.
Scott Forstall and John Browett (chief of retail) left the company too and
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this will have an impact on companys management, which, as many

think, will be negative.
Defects of new products is not a current Apple weakness but one that
jumps out time to time. Some of Apples iPod and iPhone releases had
clear faults and thus disturbed sales of the products and firms
reputation of superior product performance.
Current Apples gross margin is one of the highest in the tech industry
but analysts fear that due to increasing component prices and
competition current margins will not be sustained. Hence, glooming
firms future financial performance.
Market Share:
Apple is one of the dominant forces in the industry of portable &
innovative technology. Market Share -39.3%
Google:
Strengths:
As the company states: Googles mission is to organize the worlds
information and make it universally accessible and useful. The same is
with almost any of Google products. Googles products can also be used
with any OS or mobile device without a charge. Google openness is the
key why Google is the number one in many products and services.
Quality and customer experience are the primary objects. Everything
that Google offers is of premium quality. The products are aimed at
solving customer needs and problems by providing excellent customer
experience.
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Google is one of the most profitable companies in the world with

earnings nearly $50 billion and $11 billion profits (22%). The company
also holds $48 billion in cash and just $7 billion of debt.
Access to the largest group of internet users worldwide. Google has an
access to 79% of the world desktop search market users and 89% of the
world mobile search market users. Combined, these internet users
represent an extremely large market that Google can use to promote
and sell its products and services.
Strong patents portfolio. Intellectual property is the key in competing
against competitors and Google with Motorolas acquisition gained a
strong advantage over its competitors.
Nearly all Google products are integrated with each other forming an
ecosystem that enriches customers experience and encourages using
more of companys products and services. Google products can be used
on any operating system or any device without a trouble or can be
integrated with other company applications.
Many unique products are offered by Google every year, with so many
in development stages. Google emphasizes its innovative work culture
as one of its main competitive advantages.
Weaknesses:
Google has many products and services that add little value for the
business and make only losses, thus decreasing firms profits.
Google is often involved in litigations over the breached patents and
other intellectual property. These litigations are costly and time
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consuming and distract the company from innovating rather than

litigating.
Market Share: Android is head of portable technology market with a lead on
Apples 39.3% market share. Market Share - 55.1%
Blackberry Collaborators:
Subsidiaries:
QNX Software Systems
BBM, Inc.
New Bay
Slipstream Data Inc.
Certicom
Chalk Media
Torch Mobile
Callmania
Documents to go
Gist
tinyHippos
The Astonishing Tribe
Tungle.me
Scopeloop
Ubitaxx
Jay cut
Distributors:
The companies main distributors but not limited to:
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Best Buy
Radioshack
Target
Walmart
Amazon.com
ShopBlackberry.com
Verizon
Sprint
T-Mobile
AT&T
Samsung Electronics:
Strengths:
Samsung is focused on producing devices which can be integrated with
most of the software and OS. This gives Samsung products an edge over
Apples (its arch rival) devices, especially as Android and other OS are
gaining market share when iOS and OS X are losing it.
Samsung is the number 1 by market share in televisions and mobile
phones sales and some of the hardware parts (processors, memory
chips, etc.). This was largely achieved due to excellence in engineering
and both efficient and effective production.
Samsung focuses on producing environment friendly products that are
free from PVC and BFRs. Samsungs focus on environment gives it an
edge over its competitors in the eyes of its customers.
The company has set up its production facilities in low cost countries.
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This allows producing goods with low production cost and benefit
Samsung as it can offer lower price and earn higher margins.
Samsung Electronics have achieved large market share in many
products they sell, especially in mobile phones, smartphones,
semiconductors and television sets. Large market share has its
advantage, bargaining power.
Weaknesses:
Samsung is infringing Apples and some other firms patents, thus,
damaging its reputation and having to pay a huge amount of money in
damages.
Samsung Electronics is the largest technology business in the world in
terms of revenues but it has a low gross profit and net profit margins.
Although its smartphones business is quite profitable, Samsungs profit
margin is low due to its semiconductors sales and aggressive price cuts.
Software and OS production has a high profit margin, can increase
integration of companys products and brand loyalty. Without strong
software and OS Samsung is at disadvantage over its competitors.
Samsung Electronics serves 4 different industries with many different
products in them. Samsung is at disadvantage over its competitors
because it loses a focus when competing in too many industries and too
many products.
Market Share: -3%


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Climate
Employment Laws and Benefits:
Blackberry provides benefits to full-time permanent employees in all regions
globally. Benefits available to all employees around the globe include:
Employee Assistance Plan, which provides confidential short-term counseling,
referrals and information on a variety of issues.
Gym/fitness center membership subsidy for full-time employees
The Worldwide Travel and Medical Emergency Assistance Program (Global
Travel Program) is provided to all full-time Blackberry employees.
At Blackberry, we believe the best people create the best future, which is why your
growth and development are important to us. We encourage learning through a
combination of experience, relationships and formal education
Our healthy workplace program enables employees to increase control over and
improve their health and well-being.
Full-time employees are offered:
Seminars and workshops on work/life topics
On-site health services
Healthy workplace events
Weight management programs
Smoking cessation programs
Health promotion resources
Spirituality/well-being rooms
Seasonal flu prevention program
Office Ergonomic services

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Environmental Responsibility:
Blackberry recognizes that certain substances can have significant adverse effects on
the environment. Blackberry is continually investigating alternative and more
sustainable materials that have higher recycled content or that are more easily
recyclable. We abide by an internally generated Blackberry Restricted Substances
List, adapted from the Joint Industry Guide and the guidance of various regulatory
bodies.
Blackberry only uses substances that are compliant with the European Unions
Restriction of Hazardous Substances (RoHS) Directive. In November 2011, we updated
our Restricted Substances List to include several additional substances. In addition,
Beryllium has been banned from all new products and accessories since December
2011. Blackberry also eliminated a number of phthalates from all Blackberry
products and accessories.
Blackberry is also working to find responsible alternatives to polyvinyl chloride (PVC)
and brominated flame retardants (BFRs) in new products. In recognition of the
potential hazards posed by halogenated compounds at the end of a product's life,
Blackberry is working to eliminate these substances.
Currently, all Blackberry smartphones contain less than 0.1% by weight of any
brominated or chlorinated substances, including BFRs, chlorinated flame retardants
(CFRs) and PVC. By the end of 2013, Blackberry intends to go a step further and reduce
the use of halogens in all homogeneous materials consistent with the JEDEC JS-709A
standard for all new products.
To help manage this growing list of controlled substances and associated
regulations, such as REACH and RoHS, Blackberry is upgrading its internal substance
management system which will enhance our ability to track what goes into our
Blackberry smartphones.

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RIM Restricted Substances (RRS List) Effective November 2011:

Economic Growth:
Blackberry has changed the way in which the entire world communicates.
Originating in 1984 as RIM . RIM was the first to develop wireless communicating
devices and software. With the introduction of the first Blackberry phone in 1999,
Blackberry has strived to create the best quality products and establish customer
loyalty. Word of mouth has played an integral part in the marketing. This would
have not been accomplished if the previous marketing campaigns target both the
primary and secondary markets. We strive to create a better marketing campaign in
2015 by expanding the marketing campaign and reaching out to a tertiary market.
This new campaign will also allow for the company and consumers to easily
interact, via social media, kiosks, trade shows etc.
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Device Distribution:
Blackberry devices include 16 different smartphone models and the tablet, Blackberry
Playbook. Having 16 different smartphone models allows our target market to
choose a smartphone which suits their lifestyle the best.








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28

29

S.W.O.T Analysis
Overview of the Blackberrys company weaknesses and strengths.
Strengths:
Capabilities:
Easy to multitask on all Blackberry products
Highest ranked security protection for smartphones and tablets
Only company to easily switch between work and personal life,
on devices
Blackberry offers companies to choose security settings on
company cell phones and tablets.
Competitive Advantages:
Only company that allows Blackberry phone be used as a
keyboard for Playbook (tablet)
Highest ranked security protection for smartphones and tablets
Integral security has earned trust of some of the most secure
organizations in the world
Customer loyalty lies with primary market, business
professionals
Only cell phone company left with physical keyboard

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Unique Selling Points:
High security
Fast communication
Product sustainability
Resources/Assets/People:
Blackberry technical support services
Annual support programs offered throughout the year
Blackberry training program
Blackberry certified builders
Blackberry certificate program
Experience:
Founded in 1984
Cell phone development and distribution established in 1999
Produced and distributed Playbook tablet in 2011
Knowledge/Data:
Manufacturing:
Waterloo, Ontario, Canada
Mississauga, Ontario, Canada
Kanata, Ontario, Canada
Tech Centers: Blackberry Tech Centers have been established to
provide a space where developers can meet, have access to
experts and tools, create applications and take part in half or full
day workshops. Locations have been selected based on RIM
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Technical Experts being available to ensure developer

communities are supported.
The Tech Centers have been designed with developers in mind; it
is a place for you to learn more about developing on the
Blackberry platform. Whether you are a novice or expert
developer, develop on a platform other than Blackberry or simply
want to see a Blackberry 10 demo; you are welcome to come and
join us. These centers give you access to tools and the ability to
collaborate with your peers. Our expert staff have the knowledge
to help you take your application ideas from concept to creation.
North/Latin America
Europe
Middle East
Africa
Asia
Financial Reserves/Likely Returns:
Resources and returns should increase due to introduction of
Blackberry Playbooks third generation and Blackberry Z30 and
its latest updates.
Marketing (Reach/Distribution Awareness)
Television/Radio Spots
Print Ads
Social Media
Promotional Events
Outdoor Ads
Innovative Aspects:
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First to create a multiplatform interaction

Developed
Location:
International distribution centers
International cell phone carriers and electronic stores
Physical locations
Online retail
Quality:
Sound improvements, fewer dropped calls
Sharper and vibrant display
Light and durable devices
Accreditations/Qualifications:
BBZ10; Red Dot Awards, high design award, 2013
BBZ10; T3 Awards, phone of the year nomination, 2012
BBZ10; T3 Awards, best camera phone nomination, 2012
BBZ10; T3 Awards, best cell phone design nomination, 2012
Strongest Financial Standing, 2011
BB 7 OS, Common criteria EAL4 and certified award
Launch of warranty and repair services
Philosophy/Values:
Philosophy: committed to offering the best tools for
communication and social collaboration and working towards
minimizing our environmental impact. Blackberry strives to act
responsibly and expects the same of our partners and suppliers.
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Values: Research In Motion (RIM), a global leader in wireless

innovation, revolutionized the mobile industry with the
introduction of the Blackberry solution in 1999. Since then,
Blackberry products and services have continued to change the
way millions of people around the world stay connected.
Significant Customer Database:
Facebook likes; 29.3 million
Twitter followers; 3.7 million
YouTube subscribers; 159,000
Blackberry support users; 653,000
Customer Company Loyalty:
Mercedes Benz Formula 1 Racing Team
Manulife Financial
LPGA Classic
Toronto International Film Festival
NHL
Sponsorship:
John Mayer North American Tour, 2007
U2 360 World Tour, 2009-2011
Black Eyed Peas E.N.D. World Tour, 2011
75+ company related case studies

Distribution Channel (not limited to)
34

ShopBB.com
Various approved online retailers
150+ distributors
Verizon Wireless,AT&T Mobility, Sprint Corporation,
T-Mobile,U.S. Cellular,Leap Wireless
Management/Careers:
A career with Blackberry means you can truly reach your full
potential. Were seeking driven individuals ready to make a
difference in a variety of areas and weve made searching for jobs
easier than ever
12,700 employees as of 2013
John Chen Interim CEO, Blackberry, Nov. 2013
Brian Bidulka Chief Financial Officer, Blackberry, 2005
Frank Boulben Chief Marketing Officer, Blackberry, Jun 2012
Kristian Tear Chief Operating Officer, Blackberry, Aug 2012
Steven E. Zipperstein Chief Legal Officer, Blackberry, July 2012
Weaknesses:
Competitive Strength:
Overshadowed by Apple and Android
Weak Brand:
Decline of consumers in the past three years, expect a comeback

Reputation:
Increase of consumers, competition and customer loyalty
Poor Marketing:
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Increase of marketing and public relations

Opportunities:
Competition:
Multi-platform use
Separation of business and personal lives
Highest security and privacy used in devices
Intentions:
Easy multitasking for customer
Tech Development:
Phones:
Qwerty keyboard
BBM video allows screen share
HDMI capability
BB Paratek Antenna allows for stronger connection and
fast data transfers.
Playbook:
1-1.5 GHz dual core processing
16-64 GB storage
3 MP HD front camera, 5 MP back camera, 1080 pixel
resolution
Adobe Flash 11.2 enabled
Devices:
Doc 2 Go; Microsoft Works, allows for no changes when
switching devices.
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Blackberry World
BB 10 OS
Easy separation between work and personal lives
Partners:
30+ National partners (including phone carriers, electronic
stores, online retailers)
Economy:
More people are starting businesses and getting back into jobs
Market Shift:
Secondary market would learn would see how easy it is to
separate work life from personal life.
Threats:
Strongest Competitors:
Apple
Google
Samsung
Nokia
Economy:
Not completely restored
Price inflation
Unstable government

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38

Communication Objectives
39

Primary Market: Entrepreneurs and Business Professionals

Age: 25-40
Gender: Male and Female
Language: English, Spanish, and Cantonese
Education: Bachelors Degree
Employment: Beginning own business or stable employment
Average Annual Income: $39,000-$88,000
Interests: Business, travel, technology

How will target market be reached?
Multiple advertisement outlets, interactive services and public relations will
be used in reaching the target market. Some examples are (but not limited to),
television commercials aired during nightly news on various television networks.
Radio spots played on both FM and satellite radio. Printed advertisements will be
used in both magazines and newspapers, such as Forbes Magazine, Wall Street
Journal and The New York Times. Logo placement will be used on Blackberry
sponsors items and events. Product placement will be used interchangeably between
movies and television shows. One of the most interactive ways the target market
could be reached will be through social media and social networking; with the use of
some of the most popular networks such as Facebook. Another interactive option
will be display kiosks set up in electronic stores and malls.
Secondary Market: Students
Age: 18-30
40

Gender: Male and Female

Language: English
Education: Some college
Employment: Part/full-time student, Part/full-time employment
Average Annual Income: $0-$25,000
Interests: Education, technology, pop culture

How will target market be reached?
Targeting a younger secondary market will be similar (but not limited to) to
targeting the older primary market. Television commercials will be used during
some of the most watched television shows such as Duck Dynasty, Doctor Who, and
Modern Family. Social media and social networking will be the most interactive way
for the secondary market to be reached. The secondary market will be able to
discover exclusive content through Facebook and Twitter. Product Placement in
various movies, television shows, and music video will be used as well. Some of the
hottest celebrities will be used as celebrity endorsements. Radio spots will be played
nationally on radio stations that are most listened to by people ages 18-30.
Blackberry kiosks will be placed in college campuses, electronic stores, and both
indoor and outdoor shopping malls.



Tertiary Market: Business owners/workers
Age: 40-65
41

Gender: Male and Female

Language: English, Spanish, and Cantonese
Education: Bachelors degree
Employment: Stable employment
Average Annual Income: $45,000-$100,000
Interests: Business, travel, technology, health

How will target market be reached?
Targeting an older audience will require less public relations and
advertisements (but not limited to). Print ads will be the most popular way of
reaching the target market. Printing ads in magazines and newspapers such as
Forbes Magazine, Wall Street Journal, and The Los Angeles Times. Radio spots will be
played nationally on both satellite and FM radio. Logo placement will be used on
Blackberry sponsors items and events. Television commercials will be aired during
nightly news on various television networks across the nation.

Media Objectives
A twelve month promotional campaign will begin in February 2015 and will
run until January 2016. Promotions and advertisements will be highly
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concentrated in weeks 2-4 of August and weeks 1-3 of December.

The 2015 Blackberry campaign will include television spots on networks across
the country, radio spots on both FM and satellite station across the country,
print ads in magazines and newspapers, billboards (live and still) and
building wraps social media websites and apps, internet advertisements,
product placement in television, movies, and music video, celebrity
endorsements, event and company sponsorship and interactive kiosks.
Primary, secondary and tertiary markets will be reached with this twelve
month campaign.
Television:
Primary Market
Television commercials will be aired at specific times and segments depending
on the target market. The primary market will be targeted with 13 networks
running commercials one month and the other 13 networks running the next
month. The spots will run 3 times a day, 5 days a week. During week 2-4 of
August, week 3-4 of November and weeks 1-3 of December, all Networks will
be running Blackberry commercial spots.
Secondary Market
The secondary market will be targeted with four networks running
commercials one month and the other four networks running the next
month. The spots will run 4 times a day, 4 days a week. During week 2-4 of
August, week 3-4 of November and weeks 1-3 of December, all Networks will
be running Blackberry commercial spots.
Tertiary Market
43

The tertiary market will be targeted with six networks running commercials
for 12 months. The spots will run 2 times a day, 4 days a week. There will be no
changes for the peak months.



44

Radio:
Radio commercial will run three times a day four days a week, across the top
100 music radio stations in the country. The radio stations will be broken up
into two; with half playing every other month; this excludes August,
November and December (peak months). Both the primary and tertiary
markets will be targeted during rush hour times. The secondary market will
be targeted anytime during 12PM and 10 PM. During peak months (August,
November and December, commercial spots will increase to four times a day 5
days a week, and this will target all three markets. Internet radio will also be
running commercial spots targeting all markets. Pandora Internet Radio and
Spotify will run daily commercial ads two times a day for 12 months.
iHeartradio will run spots two times a day, three days a week, every other
month with the exception of August, November and December; ads will
increase to five days a week.
45

Print:
Magazine
One page color print ads will be placed in top 30 best selling magazines.
This print campaign will run in every other magazine once a month.
Ads will be seen in magazines as early as January 2015 (which will be
for the February issue). Magazine advertisements are targeted for all
three markets but will most likely be seen with our primary and
tertiary markets. Each magazine print ad will be designed to attract the
interest of the readers (example: Sports Illustrated will have a
Blackberry ad which is set in a sports theme).

46

Newspaper
The top 25 national newspapers will run 1 full page black and white
print ad. These print ads will be seen once a month, with the exception
of weeks 2-4 of August, weeks 3-4 of November and December due to
high peak months. Newspaper print ads are meant to target all
markets, but will be most popular with the primary and tertiary
markets. These print ads will inform readers of the new features and
products that Blackberry has to offer.
47

Outdoor Media:
All three target markets will be reached with the use of building wraps, still,
live billboards and public transportation posters. Billboards will be placed in
the 10 most populated cities in the nation (where law permits). All forms of
outdoor media will begin to be displayed in March 2015 and will switch off to
every other month. There will be one billboard per every 500,000 people in
that city. The use of English, Spanish and Cantonese used in the billboards will
vary according to demographics in that particular city. There will be an
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increase of billboards in each city during peak months from one billboard to
two billboards per every 500,000 people in each city. The design of each
billboard and wrap will be eye catching and legible enough to read while
driving. Public transportation posters will be used to reach the portion of the
target market that uses public transportation. There will poster for every 200
public transportation user and increase to 2 during peak months.
City Population
New York, NY 8, 143, 197
Los Angeles, CA 3, 844,829
Chicago, IL 2,842,518
Houston, TX 2,016, 582
Philadelphia, PA 1,463,281
Phoenix, AZ 1,463,281
San Antonio, TX 1,256,509
San Diego, CA 1,255,540
Dallas, TX 1,213,825
San Jose, CA 912,332
Social Media:
Facebook, Twitter and YouTube will be used as the main forms of social media
for this campaign. Using these social media platforms will allow consumers to easily
interact with Blackberry. Facebook will allow Blackberry to share pictures, videos
and information on new features, products and current event, with the audience.
The primary and secondary market will be reached, due to the high numbers of
users. Sharing worldwide current events, stock market news, business news and pop
culture news will allow the primary target to see how they easy they are able to
49

separate their work life from social life, just like the phones. Facebook will also allow
users to share their thoughts or concerns on their Blackberry products. It will take
approximately two days for a response to any concern.
Twitter will reach the secondary market due to a high number of users being
in the ages of 18-25. Using Twitter will allow Blackberry to share real time news and
mentions by other companies. Just like Facebook, Twitter will allow its followers to
voice any thoughts or concerns when mentioning them. A response to any concern
will take approximately four days. Positive consumer tweets will be retweeted.
Tweeting will occur seven days a week during the peak hours of 8 AM and 7 PM.
YouTube will target the visual part of the primary and secondary market.
Setting up a YouTube account will allow the audience to get a behind the scenes look
on the company. It will also do live streams of Blackberry conferences going on
around the world. This form of social media will also allow Blackberry to archive
commercials. Unlike the Facebook and Twitter, YouTube will not respond to any
comments left on any video.

Internet:
A series of internet advertisements will be placed in various websites
according to markets to be reached. To reach our primary and tertiary market
advertisements will be placed on Google.com, Yahoo.com, MSNBC.com, CNN.com and
Amazon.com. Search engines and online shopping sites such as Google, Yahoo and
Amazon will have Blackberry products pop up in the search results when searching
for similar products. News outlets such MSNBC and CNN will have advertisements
placed next to stories. These ads will be placed, on websites similar to these, every
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other month, with the exception of high peak months of August, November and
December.
The secondary market will be reached through the placement of
advertisements on websites such as Facebook, Twitter, Yelp and YouTube. Facebook
and Yelp will sponsor Blackberry to promote the company on the side bars. The
Blackberry Twitter account will be promoted once every other month. An image with
the hottest Blackberry product will be shown and be eye catching for the audience. It
will also be suggested as an account to follow. During the holiday season, there will
be a national Blackberry trending topic that will also be promoted. YouTube will put
together short 30 second advertisements to run before videos, that will not allow the
user to skip ad.
Other:
Other forms of advertisements will include product placement, celebrity
endorsements, sponsorship and interactive kiosks. Product placements will occur
three times throughout the 12 month campaign period. One television show, one
movie and one music video will include any or all Blackberry products in them. This
will raise attention to the brand and will persuade the audience to purchase the
product. Celebrity endorsements will play along with any sponsorships Blackberry is
a part of. Past examples include the sponsorship of U2s 360 2009-2011 world tour.
Whichever celebrity is chosen to endorse the product will carry on a 12 month
contract with Blackberry to use any cell phone model, along with the tablet. The
celebrity will not be allowed to endorse any brand which Blackberry is in
competition with. If this contract is broken, Blackberry will have to press legal
charges. Sponsorships will also mean that Blackberry will host event for whichever
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brand they are sponsoring. If any of these events give out gift bags, one Blackberry
product will be placed in each gift bag. Interactive kiosks will be placed in shopping
malls, electronic stores and technology convention throughout the nation. These
kiosks will reach the target market by being eye catching and allowing the audience
to test out any of the products Blackberry has to offer.



















52

Advertising Objectives
Advertising objectives for Blackberry for calendar year 2015 will be:
Objectives:
To increase the intent of the customer to purchase by 15% by January of
2016
To increase brand name recognition by 10% by January of 2016
An Intense Advertising campaign will be launched commencing February 2015. The
Advertising efforts will include print advertisements in magazines, located in the
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social networking and business sections. The companys social accounts (Facebook,
Twitter, youtube, Flickr and the Blackberry blog) will be managed and kept up to
date in order to maintain an informed customer or potential customer. Finally, we
are going to do commercials that will target a market we have yet to allure to.
Magazines:
TIME Magazine
Forbes Magazine
Cosmopolitan
People
O The Oprah Magazine
People
Newspapers:
The Los Angeles Times
The New York Times

Television:
Current Networks
ESPN
CNN
Fox Sports
MSNBC
TLC
Social Media:
Facebook
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Youtube
Twitter
Radio:
Satellite Radio
AM/FM
Product Placement:
Scandal TV show
Criminal Minds Show
Castle TV Show
Fifty Shades of Gray Movie



Marketing Objectives
Marketing objectives for Blackberry for calendar year 2015 will be:
1. Achieve a $850 million dollar sales income
2. Increase market share from 1.5% to 3%
Blackberry marketing objective will be reached by making sure that all forms of
advertising, public relations and promotion will reach all target markets. Using new
forms of media and will reach audience that may not have thought about
purchasing a Blackberry product. Blackberry strives to increase customer loyalty.
Due to a loss in revenue in the past two years, Blackberry strives to fix its reputation
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and make it the phone or tablet of America.

This will be a nation wide campaign, the marketing team will reach the target
markets by following a set schedule. August, November and December will be the
peak months during the 12 month campaign. During that time, advertisements,
promotions and public relations will increase according to season.
During the 12 month campaign all products will be sold online at
Blackberry.com. Blackberry products will be sold nationwide in electronic stores such
as Best Buy, Target, Walmart as well as online with third party websites. Blackberry
reserves the right to sell their products through certain third parties.





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57

Launch Strategy
This campaign will help with brand exposure, recognition and and reputation. It will
expand customer loyalty. If the company is successful in these following strategies
then there will be a larger market and new consumers.
Target:
Entrepreneurs/ Business professionals
Students
Travelers
Strategies:
Eye catching designs in various forms of print such as magazines and
newspapers. This will be easy for all target markets to recognize the
brand and company all while reading. These forms are easy to carry
around and audience could see it multiple times. Outdoor print such as
billboards, building wraps, bus stop and subway posters will be used to
target all markets. This form will be effective for drivers and public
transportation commuters.
There will be multiple media platforms used in this campaign. Some of
the most popular forms will be television commercial spots being aired
at scheduled times. Television spots will be easily remembered for a
creative form of exposure. Radio spots will be aired during peak hours
such as rush hour, when the consumer is driving. Internet
advertisements will be used in specific websites. This form would be the
easiest way to reach all target markets due to the fact that the
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advertisement will be in eye-sight for about 75% of the time. With

social media becoming more and more popular, Blackberry will use
websites and apps such as Facebook, Twitter and YouTube. Using this
form of marketing will allow interaction between the company and the
consumer. The secondary market will be the market most reached in
this form.
Other forms of reaching all target markets will be in the form of
sponsorship, product placement, celebrity endorsements and
interactive kiosks.

Promotion Budget:
The marketing and public relations teams will work together to make sure that this
campaign is successful in reaching all marketing objectives. There will be
consistency in advertising throughout all forms of marketing.










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1st Quarter:
Television :30
February:
March:
April:

60

Radio :20
(Radio spots will run 3 times a day)
February:

March:

April:


61

Magazine 1 Full Color Print Ad:
February:

March:

April:




62

Newspaper full black and white advertisement:

(All newspaper ads will run just once a month during week 2)
February:
March:
63

April

Internet colored sidebar advertisement:
February:
MSNBC.com
Twitter.com
March:
Yahoo.com
Facebook.com
April:
CNN.com
Yelp.com




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Outdoor:
February:
One building half wrap for every 500,000 people in the city
March:
One still billboard for every 500,000 people in the city.
(Language will vary depending on city demographics)
April:
One subway or bus stop (depending on city) poster for
every 200 public transportation user.
Sponsorship:
February:
NHL sponsorship, logo placements on NHL team products.
March:
NHL sponsorship, logo placements on NHL team products.
April:
NHL sponsorship, logo placements on NHL team products.








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2nd Quarter:
Television :30
May:
June:
July:
66

Radio :20
(Radio spots will run 3 times a day)
May:

June:

July:

67

Magazine 1 Full Color Print Ad:

May:

June:

July:





68

Newspaper full black and white advertisement:

(All newspaper ads will run just once a month during week 2)
May:
June:
69

July:

Internet colored sidebar advertisement:
May:
MSNBC.com
Facebook.com
June:
Yahoo.com
Yelp.com
July:
CNN.com
YouTube.com (sidebar and 30 second ad before video)




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Outdoor:
May:
One building half wrap for every 500,000 people in the city
June:
One still billboard for every 500,000 people in the city.
(Language will vary depending on city demographics)
July:
One subway or bus stop (depending on city) poster for
every 200 public transportation user.
Sponsorship:
May:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
June:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
July:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.



71

3rd Quarter:
Television :30
August:
72

September:
October:










73

Radio :20
August:

September:





74

October:



Magazine 1 Full Color Print Ad:
August:




75

September:

October:













76

Newspaper full black and white advertisement:

August: Ads will run once a week

September: Ads will run just once a month during week 2



77

October: Ads will run just once a month during week 2

Internet colored sidebar advertisement:
August:
MSNBC.com, Yahoo.com, CNN.com
Facebook.com, Twitter.com (National trending topic), Yelp,
YouTube.com (sidebar and 30 second ad before video)
September:
Yahoo.com
Facebook.com
October:
CNN.com
Yelp.com


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Outdoor:
August:
One building half wrap for every 500,000 people in the city
One still and one live billboard for every 500,000 people in
the city. (Language will vary depending on city
demographics)
Two subway or bus stop (depending on city) posters for
every 200 public transportation user.
September:
One still billboard for every 500,000 people in the city.
(Language will vary depending on city demographics)
October:
One subway or bus stop (depending on city) poster for
every 200 public transportation user.
Sponsorship:
August:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
September:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
October:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
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Other:
August:
There will be product placement in a trending music
artists music video. Product will be in music video for a
minimum of 30 seconds.
Interactive kiosks will be installed in various college
campuses, electronic stores and shopping malls
throughout the United States.
September:
Interactive kiosks will be installed in various college
campuses, electronic stores and shopping malls
throughout the United States.
October:
Interactive kiosks will be installed in various college campuses,
electronic stores and shopping malls throughout the United
States.








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4th Quarter:
Television :30
November:
81

December:
82

January:


Radio :20
November:



83

December:

January:






84

Magazine 1 Full Color Print Ad:

November:
December:




85

January:



Newspaper full black and white advertisement:
November: Ads will run once a week





86

December: Ads will run once a week

October: Ads will run just once a month during week 2



87

Internet colored sidebar advertisement:

November:
MSNBC.com, Yahoo.com, CNN.com
Facebook.com, Twitter.com (National trending topic), Yelp,
YouTube.com (sidebar and 30 second ad before video)
December:
MSNBC.com, Yahoo.com, CNN.com
Facebook.com, Twitter.com (National trending topic), Yelp,
YouTube.com (sidebar and 30 second ad before video)
January:
Yahoo.com
Facebook.com
Outdoor:
November:
One building half wrap for every 500,000 people in the city
One still and one live billboard for every 500,000 people in
the city. (Language will vary depending on city
demographics)
Two subway or bus stop (depending on city) posters for
every 200 public transportation user.
December:
One building half wrap for every 500,000 people in the city


88

One still and one live billboard for every 500,000 people in
the city. (Language will vary depending on city
demographics)
Two subway or bus stop (depending on city) posters for
every 200 public transportation user.
January:
One subway or bus stop (depending on city) poster for
every 200 public transportation user.
Sponsorship:
November:
Mercedes Benz Formula 1 racing team, logo placements on
suits and cars.
December:
New York Christmas day Parade, no commercial
interruption.
January:
Sundance Film Festival, logo placement will be used on red
carpet backdrop and gift bags will include one product.
Other:
November:
There will be product placement in a television show
Product will be in every other episode for a minimum of 7
minutes.
Interactive kiosks will be installed in various college
89

campuses, electronic stores and shopping malls

throughout the United States.
December:
There will be product placement in a seasons highly
anticipated movie. Product will be in movie for a
minimum of 15 minutes.
Interactive kiosks will be installed in various college
campuses, electronic stores and shopping malls
throughout the United States.
January:
Interactive kiosks will be installed in various college
campuses, electronic stores and shopping malls
throughout the United States.








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91

Packaging
Moving toward a more sustainable, holistic packaging approach reduces
Blackberrys environmental footprint. New eco-friendly packaging for Blackberry
smartphones, along with reduced transportation emissions, paperless
documentation and new Blackberry accessories, help us deliver more sustainable
products.
Our compact box design for Blackberry smartphones is 55% smaller and 41% lighter
than previous boxes. Blackberry has eliminated petroleum-based inks from all new
product packaging since May 2012. All new Blackberry smartphones shipped since
June 2012 are shipped with 100% fiber-based packaging that is fully recyclable.
Printed paper documentation that ships with our products has been reduced and
user guides are now available electronically. Lighter-weight paper is now used for
printed information and new bands made of recycled paper bind the printed
material on most products, replacing plastic bags in packaging.

Our new package design allows for more than twice as many smartphones to be
contained on a single shipping pallet. With fewer trips for delivery of the products,
more efficient transportation and reduced emissions are achieved.

Newly designed accessories also help to reduce the box size for Blackberry
smartphones. The shorter and dual-function USB cable allows for connection to a
computer for data transfer. The new Blackberry Charger can be used with both a
Blackberry Micro-USB Cable and Blackberry Mini-USB Cable, eliminating the need for
its own built-in cable.

Size & Style
Small, light, rectangular, matte black box
Shined logo clearly visible on side of box

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Material & Extra Features
100% fiber-based packaging that is fully recyclable.
Lighter-weight paper
Pros
Recycled material shows are committed to Eco-friendly production of
products
Newly designed accessories also help to reduce the box size for
Blackberry smartphones.
The shorter and dual-function USB cable allows for connection to a
computer for data transfer.
Blackberry Mini-USB Cable, eliminating the need for its own built-in
cable.
Package design allows for more than twice as many smartphones to be
contained on a single shipping pallet
Cons
Disposable

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94

Success Metrics

Blackberry intends to achieve a $850 million dollar sales income. We also hope to
Increase market share and double it from 1.5% to 3%. The campaign aims to increase
the intent of the customer to purchase by 15% by January of 2016 and increase brand
name recognition by 10% by January of 2016. The marketing and advertising
campaign will reach all of our target markets. It will also increase customer loyalty
and help with brand reputation and image.

First Year Goals:
(Projections after the completion of the 2012-13 advertising campaign).
Increase sales by 13.2%

Measures of Success/Failure:
Blackberrys capability to easily interchange between work and social life use, will be
the main component of the marketing campaign. The security software will be
advertised as well, but will have more information once markets look at the device
more into depth. Blackberry will be competing against some of the most popular
technological brands. We plan to be different by specifically targeting our target
markets lifestyles.

95

96

Public Relations
Primary Market: Entrepreneurs/Business professionals Age 25-40
Secondary Market: Students Age 18-30
Tertiary Market: Business owners Ages 40-60
Objectives:
1. To increase the brand image, reputation and customer loyalty of Blackberry by
15% for calendar year 2015
2. Brand exposure and media outlets will be used in achieve 30% for calendar
year 2015
3. The public relations team will work closely to execute five different Blackberry
events by January 2016
Tactics:
Press Kit:
Brand exposure will begin with press kits being sent out to multiple magazine
companies, electronic stores, business companies and celebrities. This will
allow the consumer to see what Blackberry has to offer. Press kits will include
the latest model of the Blackberry Playbook along with a wireless keyboard to
use with the Playbook. To have a better understanding as to who is behind the
product a letter from The Chief of Marketing, Frank Boulben will be included
as well as a list of Blackberry achievements.

97

Press Releases:
Press kits will be distributed to multiple media outlets (Magazine, social
media, broadcasting companies, electronic supply stores, high traffic websites
and blogs) when presented and approved by copy editors and managers.
Media Alerts:
Twitter will be the most used form of media alerts. The Blackberry Twitter
account will retweet all mentions by other companies or celebrities. News
outlets, technology bulletins, blogs, and social media sites will be alerted
when there will be a Blackberry event.
Public Relations Schedule:
Promotions, events and consumer report will occur during set times. With
August, November and December being peak months, there will be relativity
between the promotion, event or consumer report according to the specific
time.
Social Networking:
Social media and networking will play an integral part of the Blackberry
public relations and marketing campaign. Websites and apps allow the
Blackberry and the consumer to easily interact. Facebook will be the most
popular form of social media. Every person who likes the Blackberry fan page
will be updated with real time news whether it be business news, current
98

events and pop culture life. Twitter will be the easiest way for Blackberry to
respond the consumers thoughts or concerns in a playful manner all while
maintaining a professional attitude. This is also the most popular form of
media alerts due to the fact that Blackberry will retweet any mentions by any
celebrity or a another company.
Thought Leadership:
Blackberry makes sure that every customer and consumer is happy with their
product. The only way to achieve this is to make sure that only the highest
quality materials are used all while maintaining and healthy and safe
environment. Everyone at Blackberry gives their fullest attention and
potential to each product, no matter what position one is.
Crisis Management:
Any questions or concerns will be responded to, depending on the form of
outreach used. It could take anywhere between 1-6 days. Blackberry wants to
resolve any problems that they are presented with. Blackberry employees will
resolve any problems within the company, outside the company and customer
concerns. The crisis management team will work closely with the public
relations team to make sure that there are no problems and everythings goes
on without a hitch.


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Creative Brief
Blackberry has changed the way the world communicates. Each Blackberry
device is meant to easily interchange the use between work life and one's social life.
We want to create a product that is professional, responsible and safe all while being
fun and modern. Having 16 different smartphone models allows the consumer to
choose the right phone for their lifestyle.
Blackberry will ensure that the stipulated goals are reached by utilizing
resources efficiently. The goals to reach are to increase the intent of the customer to
purchase by 15% and increase brand name recognition by 10% by January of 2016.
We will do this by using the media sphere such as Facebook and Twitter to promote
our brand. This will aid in targeting our primary and secondary audiences. We will
also release commercials and billboards to create attention and therefore will
increase our sales.
Our advertisements carry messages such as make your presence felt and
choose the right business partner. Getting the idea across that with our products a
business partner will be able perform business transactions safely and efficiently.
Our primary market will rely on their Blackberry product to get the job done fast and
easy, all without having to worry about their safety and privacy. The multiplatform
software integrated in each of our products also allows the consumer to switch
between devices. This new development lets the user pick right up where they left off
on either one of their devices, without any changes. So whether one is in the sitting
down at their office or catching a train Blackberry will be there for you and will be
one of the most reliable business partners one will ever have.
101

Transitioning between work life and personal life has never been easier. RIM
allows Blackberry users to create a separation between both those lives in their
devices. We want to create a products that you can count on. Count on us to be there
when you have to take that important conference call, or when you need to look up
the closest place to get drinks with your friends, Blackberry will be there for you. One
of our main ideas that we want to get across with this campaign is that we could
have fun all while keeping it professional.



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