Transcript What is positioning?

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A BRIEF INTRO OF BlackBerry…
 BlackBerry is a line of wireless handheld device
developed by the Canadian company, Research In
Motion (RIM).
 1999 – Introduced a two-way pager
 2002 - The more commonly
Phone BlackBerry was released.
known
Smart
The Smart Phone supports the following features:
-
Push e-mail
- Mobile telephone
Text messaging
- Internet faxing
Web browsing
- Multi-touch interface
Other wireless information services
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WHAT IS POSITIONING?
Process by which marketers try to create an
image or identity in the minds of their target
market for its product, brand or organization
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HOW BLACKBERRY WAS POSITIONED ?
Specific Demographic
Strategy
Targeting only a particular
demographic segment,
namely the Business
Executives
Quality Positioning
They showed commitment for quality in their
products
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CONT…D
Value or Price
Positioning
By use or
application
A high pricing strategy to
exploit the psychological
perceived value from the
customer
They differentiated their
product with numerous
business apps such as BBM
and Message Encryption.
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ANALYSIS
 Blackberry lost the price war –
Lost the price war with other global competitors
such as NOKIA, SAMSUNG who provided the
same features but at a much slashed down
price
 Lost it’s appeal too –
Among the younger generation who were lured
by other competing brands & India being a
market of the youth it was not a profitable
proposition for them.
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Comparative Analysis…
Position
Brand
Market Share
#1
Nokia
38.2%
#2
Samsung
25.3%
#3
Micromax
6.3%
#4
RIM (Blackberry) 4.7%
#5
HTC
3.0%
Failed to place itself aggressively in the highly competitive Indian
market
A meager market share of 4.7% by the end of last quarter of 2010
and a continuing trend of falling afterwards. .
Failed to gain popularity among the youth segment, which forms
the sizeable strata of this sub-continent.
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REPOSITIONING
Changing a brand's status in comparison to that
of the competing brands.
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REPOSITIONING STRATEGIES
Bringing in new
customers
Tried to expand their
customer base by attracting
younger generation.
Lower-price Strategy
Launched affordable lower
priced models to reposition.
Making the brand
contemporary
Tried to reposition with
more appealing colourful
campaign drive, especially
targeting the youth.
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ANALYSIS
Position
#1
Brand
Nokia
Market Share
39.0%
#2
Samsung
17.2%
#3
Micromax
6.9%
#4
RIM (Blackberry) 5.9%
#5
HTC
1.4%
Blackberry posted a sales figure of Rs. 1,950 crores and
enjoys a market share of 5.9% in the last quarter of 2012.
The launch of entry level blackberry phones towards the
last quarter of 2011-12 boosted the sales figure.
Blackberry however continues to face pressure from
Samsung, HTC and other brands in the business phone
segment and is losing its sheen among the ever-loyal fans.
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THANKS
FOR
YOUR VALUED ATTENTION
PRESENTERS:
Litan Roy
Pranab Kr. Sarkar
Priyam Medhi
Jishurani Chellang
Kallol Das Purkayastha
Dhritiman Banik
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