BlackBerry in India: Losing its Premium Image?

Abstract:

To take advantage of this demand, RIM decided to leave behind its enterprise image and target youth and teens. Some marketing experts, however, felt that in pursuit of this goal, the brand had lost its exclusivity. In order to tap the potential in Tier-II and Tier-III cities in India, RIM planned to strengthen its sales and service network in these cities. This case is meant for MBA/MS students as a part of the Brand Management/Marketing Management curriculum.

Issues:

The case will help the students:
» Understand the Blackberry brand promise and brand Personality.
» Examine the marketing strategies adopted by Blackberry in India.
» Discuss and debate whether in its bid to target more customers, Blackberry had lost its exclusivity and premium image.
» Explore marketing strategies that RIM may follow in order to reach out to a larger consumer segment and yet maintain its exclusive image.

Contents:

Keywords:

Brand Personality, Brand promise, Segmentation, Targeting, Positioning, Brand Image, Distribution, Marketing, Brand Management, Pricing, Promotion, Brand Communication, Advertisement, BlackBerry

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