BlackBerry in India: Losing its Premium Image?

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG291 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Brand Management / Brand Personality / Mass Marketing
Case Length : 16 Pages
Period : 2010-2011
Pub Date : 2012
Teaching Note : Not Available
Organization : Research In Motion
Industry : Smartphones
Countries : India


The case study is about how Research in Motion (RIM) marketed BlackBerry in India. Blackberry is a range of smartphones of RIM, a Canadian telecommunication firm. It was launched in India in 2004, targeting the enterprise segment. Initially, the Blackberry mobiles in India were priced quite high and were affordable only to corporate employers. The use of enterprise applications made the BlackBerry attractive to corporate people and the company achieved significant success. BlackBerry gained a leadership position in the smartphone segment in India catering to high-end enterprise customers. Over the years, people in the middle and junior management levels too started aspiring for a BlackBerry.

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.


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.


  Page No.
Introduction 1
About RIM 1
Mobile Market in India 3
Blackberry in India 5
Pricing 6
Distribution 6
Other Promotions 7
Brand Communication 7
The Road Ahead 8
Exhibits 9


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

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