smartphonesector blackberry 100129110204 phpapp02

7/31/2019 Smartphonesector Blackberry 100129110204 Phpapp02

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Smartphone' Sector

BlackBerry

Submitted by:

Purti Chaturvedi-78 (PR)

Esha Raja- 19 (AD)

Anushree Bhardwaj-110 (AD)


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Mobile Phone Sector in India

India is one of the fastest growing markets for the mobile industry.

2006 - India witnessed sales of 69 million handsets, doubling from the

32 million mark reached in 2005. (Source: The Times of India Jan 07)

India added close to 20 million cell-phone subscribers in

secondquarter 2007, taking the total to close to 185 million. (Source:

Telecom Regulatory Authority of India)

Major players in India:

o Nokia

Sony Ericsson

Motorola

Reliance

Tata Indicom Samsung

LG


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Maintaining growth in the business arena

Convergence

Latest applications for the business user

Opportunity within the under 25

Demographic

Style and applications

Needs of the urban consumers lifestyle

High end camera

music

web access etc.

Users may not be able to afford a mobile

phone

Price is a factor but not the definitive

Battery Life is important than web features

Shared Mobile Phone offered in local villages

Network expansion

Low tariffs

Strong second hand market

Government subsidising roll-outs of mobile

services in rural markets

Limited availability of fixed-line services hasmade mobile telephony the only source of

telecoms service

Intense competition benefits vs. volume

Diversity The need for smart phones with Indian language capabilities

Demands of a Differentiated Society


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Smartphone Sector in India

What is a Smartphone?Mobile + Personal Computer = Smartphone

2006 IDCs Multi-Client study and survey of Smartphone

subscribers across five countries revealed :

o Top global brands are in demand not only in developed countries, but also

in emerging countries like India and China.

o The relative influence of brand on product choice suggested that many

consumers seek out global brands and the prestige that they carry.

o High-end products like the iPhone, BlackBerry, etc. do well because they

show off how wealthy and successful an individual is.

o Users tend to be loyal to the Smartphone brands they carry.

o 69% of respondents in India are likely to recommend their Smartphonebrand to others. (Source: IDC Survey)

2009 - Worldwide mobile sales declined by 6%, but

Smartphones continued to rise with an escalating growth of

27%.


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Smartphone Market Share in India in 3rdQuarter of 09


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Situation Analysis

The leading Smartphone manufactures together share more than 75%

of the Smartphone market in India.

25 % is shared by smaller players and Shanzhai manufactures, whose

presence is significant in this region.

More than 5% of the phones sold are Smartphones.


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Major Smartphone Brands in India

Nokia Corporation Apple Inc.

BenQ-Siemens

HTC

LG Mobile

Mitsubishi Motorola

Panasonic

Philips

Research In Motion (RIM)

Samsung

Siemens

Sony Ericsson

Toshiba


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Competitor Analysis

Nokia was the 1stforeign player to enter the Indian market in 1995.

Gained its foothold by offerings basic mobile phones in affordable price

ranges.

Recently, Nokia launched its latest range of touchscreen and hi-endphones, which are getting quite popular with Smartphones lovers of

India.

Brand Focus:

o Gaming options

o Multimediao GPRS

o Faster Internet options


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Apple iPhone is a revolutionary mobile device

One of the modt hyped devices in history

o Complete web experience, wi fio SDK. Creative apps

o iTunes marketplace

o Slick UI, Touchscreen

AT&T


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BlackBerry The Brand

BlackBerry is a line of wireless handheld device developed by the

Canadian company, Research In Motion (RIM).

1999 Introduced as a two way pager. that was introduced in as a two-

way pager.

2002 - The more commonly known Smart Phone BlackBerry wasreleased.

The Smart Phone supports the following features:

o Push e-mail

o Mobile telephone

o

Text messagingo Internet faxing

o Web browsing

o Multi-touch interface

o Other wireless information services


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BlackBerry first made headway in the marketplace by concentrating on

e-mail.

BlackBerry PIN is an eight character hexadecimal identification

number assigned to each BlackBerry device. PINs cannot be changed

and are locked to each handset device.

BlackBerrys can message each other using the PIN directly or by using

the Blackberry Messenger application.

Blackberry models in India include:

o BlackBerry 8300 Series (Curve)

o

BlackBerry Pearlo BlackBerry 8800

o BlackBerry 8700g

o BlackBerry 7100g, etc.


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Target Market Segment

25+ years

Both males and females

SEC A1 and A2

Tier I cities

Cosmopolitan Professionals

Attracts attention from diverse range of businesses including, but not

limited to:

o Finance

o Legal

o Professional services,o Retail

o Construction

o Manufacturing


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Print Ads


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http://www.youtube.com/watch?v=aNzZyGn4344

http://www.youtube.com/watch?v=xuEerMCAlx0 http://www.youtube.com/watch?v=JqKEe_JEObg

Viral Videos
http://www.youtube.com/watch?v=XvMITVn4ILA&feature=fvwhttp://www.youtube.com/watch?v=IqONSAe81sEhttp://www.youtube.com/watch?v=LKtM3EcZ0hEhttp://www.youtube.com/watch?v=aNzZyGn4344http://www.youtube.com/watch?v=xuEerMCAlx0http://www.youtube.com/watch?v=JqKEe_JEObghttp://www.youtube.com/watch?v=JqKEe_JEObghttp://www.youtube.com/watch?v=xuEerMCAlx0http://www.youtube.com/watch?v=aNzZyGn4344http://www.youtube.com/watch?v=LKtM3EcZ0hEhttp://www.youtube.com/watch?v=IqONSAe81sEhttp://www.youtube.com/watch?v=XvMITVn4ILA&feature=fvw


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Objective:

To create awareness about the BlackBerry brand in the youth market

segment.

Positioning Blackberry as the Smartphone of choice for the youth andyoung professionals.

Highlight BlackBerrys beyond email capabilities.

Disruption Strategy for BuzzBerry


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IntroduceBuzzBerry, forthe new market segment

Brand personality

BuzzBerry Appeal

SEC A1 and A2 18-24 years

Tier I cities

Youth and young professionals

Cool; cosmopolitan lifestyle;imaginative, dreams and aspirations.

lifestyle;

imagination; liberty regained; innovation;

dreams and aspirations;

power-to-the-people throughtechnology.

All the features of the parent brand

Funkier in look and display.

Available in youthful colors.

Disruption Strategy for BuzzBerry


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Target Market Segmentation

User Profile:

Karan who is 20 years old, studies Economics in St. Xaviers,Mumbai. In his free time he likes playing basket ball or jammingwith his friends as he loves playing the guitar. He enjoys rock musicand watching realistic cinema.

In the evening he likes catching up with his friends over a game ofpool or snooker. His favorite eateries are KFC, Caf mocha, LaPizzeria etc

He recently went for a holiday with his friends to Bangkok. He lovesthe play station and possesses an 8 GB touch I pod. He updates hisphone every 6 months with whats new in the market and for him,the brand and the look are important while making the choice!


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Positioning BuzzBerry

Gap analysis suggested aposition of a smart phonefor the youth.

Blackberrys serious imagevis--vis Buzzberrys cool,funky image.

Cool features, great lookand low price..Buzzberry isthe way to go!


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SID The Techie


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Advertising

PR &Publicity

EventMarketing

New Media

DirectMarketing

Communication

Plan

Communication Plan for BuzzBerry


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Communication Plan for BuzzBerry

1. Public Relations and Publicity:

o Create a fictitious character/mascot, Sid The Techie, who would represent the

following characteristics: tech- savvy, young, peppy, rebellious, responsible,

traditional, positive, and confident. Sid would represent todays tech-savvy youth,

and would be used in various communication material - ad campaigns/

posters/TVCs etc.o Engage a youth icon, Ranbir Kapoor, as the Spokesperson and endorser for the

brand. The target audience would be able to relate to a young endorser and this

would leverage the positioning of the brand.

o RIMs young officials would also serve as the spokesperson for the brand.

o Create a lot of buzz amongst the youth by employing the youngster as Buzz Agents

in colleges and youth clubs. The buzz agents would promote the brand throughonline viral campaigns and word of mouth.

o Advertorials and articles about the brand in leading technical and youth

publications.


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2. Event Marketing:

o Launch Event: Launch the campaign with a youth cultural event, inviting school and

college students from across India.

o Sponsor engineering college fests such as Mood Indigo (IIT Mumbais Annual

Festival), which focus on technology, to reach to the niche tech-savvy target

audience.

o Sponsor cultural college fests like Malhar (St. Xaviers Annula Cultural Festival), to

reach out to a wider target audience.

o Sponsor and conduct the industry specific workshops for young professionals.


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3. New Media:

o Communities and forums on social networking sites like Orkut, Twitter & Facebook.

o Interactive Website www.buzzberry.in .

o Banner ads on social networking sites, sites frequented by the youth(www.torrentz.com), and so on.

o Web articles and advertorials on the technological and electronic gadgets sites.

4. Direct Marketing:

o Posters & handouts/leaflets would be distributed in schools & colleges duringthe launch event, and a database would be made of the participating students.

o Set up kiosks in the technical fairs and workshops to display the BuzzBerry and

create a database of the attendees.

o Reach the prospects on the database through various direct marketing channelssuch as Direct Mailers, Catalogues, Direct Response TV commercials, DirectResponse Print ads, etc.


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5. Advertising:

o Hoardings near schools, colleges, BPOs and Corporate parks.

o Advertisements in magazines like JAM, JLT, tech magazines, etc.

o A print/poster campaign showing Sid in various aspects of life using and enjoying

his BuzzBerry.

o Commercials on television channels which are most viewed by the youngsters, like

MTV, Channel V, Star Movies, Zee Caf etc. The campaign would have Sid in various

aspects of life using and enjoying his BuzzBerry.


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THANK YOU!

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