Integrated Marketing communications for Building Blackberry Brand


Research in Motion (RIM) has lost its market share in the smart phone industry in recent years with the entry of competitors such as Apple and Google in the market. The current paper highlights the implications of the current market status for marketing communications of the entity with regard to its Blackberry brand. The paper reviews the market place situation of the blackberry brand providing a SWOT analysis to identify the communication objectives that the entity should focus on. The objectives identified include reducing negative publicity following service outage, recapturing lost market share, and expanding the market for its enterprise solutions in regions where cloud computing is taking root.

Keywords. Research in Motion, Integrated Market Communications, Marketing communication objectives


Research in Motion (RIM) was founded in 1984, in Waterloo, Ontario, Canada, from where it has expanded to diverse locations in North America, Asia pacific, Europe and Latin America (RIM Ltd., 2011). Its products are also available in other locations such as Africa and the Middle East through partnerships with wireless communication companies operating in such regions (RIM Ltd., 2011). RIM’s core business activity involves designing, manufacturing and selling wireless communications hardware, software and services. From its range of products, RIM provides a platform that allows its customers to access services such as e-mail and internet, voice, and short messaging and a variety of applications that its devices support. Among the entity’s products, the Blackberry wireless products, which include the hand-held mobile devices, software and applications running on such devices, provides the entity with its highest source of revenue (RIM Ltd., 2011). Its core customer base is the corporate clients whose needs are provided for by the functionality and security features availed by the Blackberry enterprise solutions (Datamonitor, 2011).

Although RIM has been a leader in smartphone market since introducing its Blackberry products in 1999, it has lost a substantial market in most of its core markets to competitors such as Apple and Google who have introduced their smartphone offerings in recent years. For instance, in the U.S., RIM’s market share declined from 30% to 26%, during the four-month period from January to April 2011 (Datamonitor, 2011). Such declines in market share have arisen from aspects such as a lower number of applications that RIM has developed in recent years compared to competitors and glitches in product launches (Datamonitor, 2011). The current paper highlights the implication of RIM status on the entity’s integrated marketing communication (IMC) strategy aimed to enhance performance of the Blackberry brand.

Firstly, the paper makes a marketplace situation analysis identifying the internal and external aspects that influence the marketing communications and the ramifications of such factors on the marketing process for Blackberry. Secondly, the paper assesses Blackberry’s target market and market segmentation identifying the characteristics that set its customers apart. In part three, the paper will discuss the approaches that RIM can use to manage customer relationships effectively while part four assesses the strengths, weaknesses, opportunities and threats (SWOTs) identified in the preceding parts. With such SWOTs identified, the paper will discuss the objectives of the IMC program identifying how such objectives have changed with changing status of the entity.

Go to part two here.

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