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 business professionals; the phone comes preloaded with the mobile trial version of Microsoft office and now gives the ability to edit documents directly on your cell phone. People who like to stay connected to the internet all the time can do that with a certain data.
Products A convergence of technologies e.g. a blackberry has a mobile phone, BBM service and internet surfing capabilities.
- Blackberry Bold.
- Blackberry torch.
- Blackberry porch design.
- Blackberry curve.
- Blackberry black pad.
Products have different flavors in respect to color and hardware specification is directly lined with price.
Blackberry has strategically placed smartphones in all price ranges, as well as with different features to suit different needs. They have given the option to choose from a variety of models according to their need and budget, while maintaining the availability of signature features like BBM and Push-Mail service in all the brands so that the essence of having a BB can be experienced by all the users across different budget ranges.
"A variety of flexible tariff plans to choose from, thus making it easy for young fans to turn BB loyalists. We have built up a portfolio at different price points to target different segments of consumers." Krishnadeep Baruah,...