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Blackberry

Blackberry adalah perangkat selular yang diproduksi oleh perusahaan Kanada, Research in Motion (RIM).

Analisa STP 1. Segmentasi Blackberry ditujukan untuk pasar dengan jenis kelamin pria dan wanita berumur antara 17-35 tahun, yang merupakan usia produktif (Demografis). Terutama bagi mereka yang suka bersosialisasi dan eksis di dunia maya (Psikografis). Blackberry dipasarkan ke seluruh dunia (Geografis) untuk market konsumen tingkat menengah dengan pendapatan ratarata 1 juta per bulan (SES). 2. Targeting Blackberry sejatinya ditujukan untuk para pebisnis muda yang membutuhkan mobilitas tinggi, karena Blackberry dilengkapi dengan penyunting dokumen, koneksi internet wireless dll. Disisi lain mereka juga menyasar kalangan muda dengan berbagai fitur seperti kamera resolusi tinggi dan games, serta akses langsung ke situs jejaring sosial. Positioning Blackberry memposisikan produknya sebagai produk smartphone yang dapat menjangkau kalangan menengah seperti pelajar dan mahasiswa sampai kalangan menengah ke atas seperti para pebisnis muda. Setiap kalangan memiliki tipe dan fitur yang berbeda. Kalau kalangan menengah lebih ditekankan untuk fitur sosial, kalangan menengah ke atas lebih menekankan fitur bisnis.

STP analysis of Blackberry

What is STP ?

Blackberry in a nutshell

Segmentation
According to the mobile communication markets features, Blackberry combined the occupation, behaviour and income three factors as the multiple segments to describe the consumers of mobile communication market. Segment method Occupation Segments Business professionals

Demand Quickly access sales, produc organizational data in any databa Access Key Performance Ind on the go Remove the requirement to to view critical data Support decision-making wi and automatically refreshed data Provide at-a-glance perform for accelerated action and decisio Be willing to pay more for th that provide the function they ne

VALS: behaviour Innovators : segmentation Successful, take charge people High self-esteem Change leaders Very active consumers Purchase reflect cultivated taste for finer things Income Above $70,000/year

Pursue the most fashiona advanced technology Like the fashionable design Like to purchase the produc Be willing to pay more for th

Purchase the expensive pers Pursue the fashion products

Targeting

Blackberry provides the solution to target market combined with the business professional, innovators and high income segments. Below is the picture which depicts that Blackberry targets the mix of all three categories mentioned above.

Positioning
The place a product occupies in consumers minds relative to competing products. Blackberry is a smart phone that ensures consumers to receive all kind of information instantly, and be able to browse the Web, make or receive phone calls, organize the day and much more. To busy mobile professionals who need to always be in the loop, Blackberry is a wireless connectivity solution that allows you to stay connected to people and resources while on the go more easily and reliably than the competing technologies.