Blackberry Marketing Mix

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BLACKBERRY 4 Ps Product RIM’s most notable product is easily a “Blackberry”. The revolutionary smartphone has got integrated into the everyday lifestyle of millions of individuals in over 140 countries. It has long been known as the phone with email access on the go, with security that has been difficult to match for its competitors. Also, the BBM service is its core competence as well as a differentiating factor from other smartphones available in the market. Main features that a BlackBerry smartphone offers are: 1. Push Email 2. Instant messaging features (BBM) 3. Mobile Telephone 4. Text messaging 5. Internet Faxing 6. Web browsing 7. Multi-touch interface BlackBerry models in India include: 1. BlackBerry 8300 series (curve) 2. BlackBerry Pearl 3. BlackBerry Bold 4. BlackBerry Torch 5. BlackBerry Bold 3G etc. Pricing Earlier being positioned as an aspirational product that enables e-mail access on the go, BlackBerry stormed the market by focusing on enterprise sales and getting corporates to push the brand among their employees. To increase market share and popular mind space, BlackBerry made its smartphones accessible to even middle class professionals. The brand’s steep prices had hampered fast growth earlier. But later, their strategically placed phones in all price ranges starting from Rs.12,000 upto Rs.30,000, as well as with different features to suit different needs, has enabled them to straddle a wider target segment. The prices of some of their models available in india are BlackBerry Bold 9900 Rs. 32,290 BlackBerry Pearl 8120 Rs. 24,229 BlackBerry Pearl 3g 9100 Rs. 16,333 BlackBerry Curve 9300 3g Rs. 13,597 BlackBerry Torch 2 9810 Rs. 25,000 BlackBerry Curve 8520 Rs. 9,199 (As on October

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