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Marketing Mix Essay

671 words - 3 pages

Marketing mix for Blackberry
Marketing aspect Blackberry Inc.
Basic customer need A mobile telephone with a built in camera; able to store music, pictures and videos; can download applications and use the internet; a music storage device which can be used on the move. Blackberry is very popular with the BBM service which allows the user to talk to friends, family or co-workers whether they are in the same country or not.

Target Market Huge worldwide market with target consumers for all ages but at some point it was appointed to business professionals only. They were not priced or developed for the everyday cellular user. The blackberry 8900 is still primarily targeted to the ...view middle of the document...

" Krishnadeep Baruah, Director (Marketing), RIM India

Principle promotional tools
1. Supermarkets and electronics shops.
2. Internet sales.
3. TV adverts.
4. Internet adverts.
6. Print adverts in magazines.

Blackberry has divided its target market into two basic segments:

Enterprise customers
-high end users
-aged 25+ years
-mainly mid to senior level management professionals
-cosmopolitan professionals who use it for office purpose
-both males and females
It is said that Blackberry has already established leadership position in this segment.

Non-Enterprise customers
-aged 15-25 years
-maily students
-individuals who use it for personal or entertainment purposes
-youth which will have financial power "tomorrow"
-both males and females
Today, it has a range of models targeted at every possible consumer segment; "senior management professionals, young executives, women and those who have barely crossed their teens."

BB's marketing strategy for the near term
BB will continue to address the high-end consumer segment and the youth. They plan to launch some new features and products catering to a more diverse group of individuals. Beyond...

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