Marketing Plan for Blackberry Playbook

1.0 Executive Summary

2.0 Situation Analysis

2.1 Market Summary

Norah

2.1.1 Market Demographics

2.1.2 Market Trends

2.1.3 Market Growth

2.2 SWOT Analysis of Blackberry Playbook

2.2.1 Strengths

2.2.2 Weaknesses

2.2.3 Opportunities

2.2.4 Threats

2.3 Competition

2.4 Services

2.5 Critical Issues

3.0 Marketing Strategies

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Marketing

3.5 Positioning

3.6 Strategy Pyramids

3.7 Marketing Mix

3.7.1 Product

3.7.2 Pricing

3.7.3 Promotion

3.7.4 Place

3.8 Marketing Research

4.0 Financials, Budgets, and Forecasts

5.0 Controls

6.0 Conclusion

7.0 Appendix

1.0 Executive Summary

The following project is a marketing plan of the group called "The Players" established mainly to market the Blackberry PlayBook, a tablet out to take about 20% of the iPad and Galaxy customers. In Saudi Arabia, the mobile is an integral part of life and it was found out that around 47 million handsets are in the hands of Saudi residents, national and expatriates.

Marketing the PlayBook allows the marketing group to market the wonderful possibilities of the customers to experience all the wonderful services that the PlayBook can offer. It will let people see what these features can do to give the users the chance to improve their Smartphone's uses. It will carry on campaigns for PlayBook providers.

The marketing group of the Blackberry PlayBook has the following mission.

To let every Saudi tablet and Smartphone lover transforms the way he/she works and plays by letting them acquaint with the Blackberry PlayBook that combines the features he/she needs with a powerful, ultra-portable design he/she wants.

The marketing and financial objectives include:

* Introduction of the PlayBook to the Saudi market

* Taking 20% of the tablet market in Saudi Arabia in its first year

* Preparing the market for the advanced PlayBook 2

* Net income for Playbook of not lower than SR 2 million on the first year an increasing net income for Playbook of 20% every year thereafter

The projected first year income is SR 421,800.

2.0 Situation Analysis

Introduction

The Smartphone industry has gone a long way from the mobile phone industry five years ago. Mobile phone technology at present is primarily driven by the wireless network and the mobile handset. The mobile phone now has greatly changed from just a mobile telephone to the personal computer on the run. The accelerated growth of internet web which is not limited to the personal computer and laptops is now used from handheld devices triggering the need of mobile phones with a stronger operating system (OS). The mobile phones of today are smarter creating a richer web experience with always on data connection and allow users to do other personal everyday tasks and communication activities (Shah, 2011).

2.1 Market Summary

This is a summary of the market for smart phones since Blackberry Playbook is a Smartphone. Around the globe, mobile media consumption intensified in 2010. During this year, Smartphones aggressively penetrated the mobile market. This drove a fast increase in mobile media consumption by subscribers around the world. Because of technological innovations that enabled an astonishing number of new

Smartphones aggressively penetrated the mobile market in 2010, driving an escalation in mobile media consumption by subscribers worldwide. Technological innovations enabled an extraordinary number of new capacities for mobile devices expanding what a 'mobile' can do such as the introduction of tablets, e-readers and other connected devices. Since in 2011, more subscribers access the mobile web, it essential for marketers to reach this rapidly-expanding segment of consumers-the Smartphone users.

In Saudi Arabia, sales in mobiles comprised the 22% of consumer electronics spending in 2010. Handset sales are expected to grow at 6% or US$1.1bn by 2015, as mobile growing demand for Smartphone, and 3G handsets as the proportion of 3G users rises to cover 38% of the mobile subscriber base.

2.1.1 Market Demographics

 Mobile phones are the most important consumer electronics category in Saudi Arabia. The penetration levels are very high and everyone aged over seven years old has at least one mobile phone. In some cases, Saudis carry two, three or even four mobile phones. Mobile phones value sales are among the highest of any consumer electronics category in Saudi Arabia.

The handset market shares of different popular brands in Saudi Arabia for 2009 are shown in Tables 1 and 2 below.

Table 1

Table 2

2.1.3 Market Trends

Despite the global economic downturn, worldwide smart phone shipments grew a solid 16% year-on-year-in 2009 - far outpacing the wider mobile phone industry. Competition in 2010 has become fiercer than ever; the barriers to market