As an Apple fan, what Blackberry is doing in India in marketing terms, makes me jealous. While Blackberry has pretty much taped up the senior manager market for years now, their latest efforts are guaranteed to attract younger new users and strengthen their position even more. At the heart of it is a great product & pricing strategy: Rs.15,990 for a Blackberry Curve delivers great value and the 30K plus ones brighten the halo around the brand. The 15k price point is well within reach of junior or entry level managers; it delivers a great mix of features at that price. Static media on the other hand showcase the high end Storm & Curve whose cool quotient rubs off on Curve. The TV commercial is sort of an anthem for the Blackberry brand:
I particularly liked the baseline: ‘Do what you love. Love what you do’. It not only appeals to the work-obsessed, Type-A control freak but would also to those not in a typical 9 to 5 corporate career -creative professionals, entrepreneurs for example. Meanwhile, iPhone 3GS was launched in India, only 7 months after the promised date (rumours of a July launch of iPhone 4G in the US are doing the rounds already). It was launched on the back of a few press releases, an emailer and a strip ad, making it the most pathetic launch of anything anywhere, ever. The price difference between the high end Blackberry and the iPhone 3GS is only a few thousand rupees. But the former’s marketing efforts make the gap seem wider.