Product Reassessment - Blackberry

Product Reassessment - Blackberry

Introduction

Success of every organization depends not only on the sales of their products but the role of product positioning cannot be avoided in the increase of sales. In other words, organizations need to focus on the importance of market segments in order to have their product better adopted in all segments with an equal perception. There are many technology firms in the world that conducts business with different strategies and make strong efforts to gain success. Some companies invest enough to improve their operational capabilities, while some emphasize on enriching their culture and invest on training their people (Morrison, 2011). It has also been seen that most of the companies invest in their marketing campaigns as they believe that sales is the only thing that can lead to success. However, there are also other strategies like re-positioning that allows companies to change the identity or perception of their product in order to target mass target audience. The Blackberry phone of Research In Motion (RIM) is generally recognized as a business tool and mostly associated with corporate or business professionals (Prasanna, 2011). This paper aims to provide a product re-positioning for the Blackberry phone for the youth in Indian mobile market. In fact, the re-positioning of Blackberry will allow the company to target a vast segment of second largest Indian population where the company can introduce this product as a consumer product rather than business tool.

Discussion

Demographics and Identity of Black Berry in the U.S. Market

The rapidly changing business and technological environment played a significant role in changing the number of mobile users in the United States. In fact, it can be seen that 279 million people use mobile phones in the United States as their way to communicate with others. The current market situation shows that companies like Nokia, Motorola and Sony Ericsson, Blackberry are now facing tough competition from new comers of mobile phone market like Apple, Samsung and HTC (Crawford, 2012). No doubt, use of mobile phones has reached saturation levels or maturity in most developed countries like United States.

It has also been identified by the surveys that young population accounts for 20 percent of the U.S. population where people aged 13-24 prefer to use mobile phones that have fascinating design and smart features (USCB, 2012). However, the prices of smart phones in the Unites States are high in comparison to developing countries like India. In addition, the average income of a U.S. household is not more than $50,000 per annum in which affordability of devices like Blackberry or iPhone becomes question for a vast segment of American population. Another biggest problem is that Blackberry device is generally accepted as business tool that refrain 20 percent American to use this innovative device as communication (Passikof, 2012).

Mobile Phone Industry of India

In addition, IDC explains in its Worldwide Mobile Phone Tracker report that the global market for mobile phones and smart-phones recorded a significant annual growth in the fourth quarter too with ...