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Krishnadeep Baruah, Blackberry, on how to shed the corporate suit image to get more inclusive

22-November-2011
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Krishnadeep Baruah, Blackberry, on how to shed the corporate suit image to get more inclusive

Blackberry boy Krishnadeep Baruah, Director - Marketing, RIM India (Blackberry), was the third speaker for Pitch CMO Summit, 2011. He started off by highlighting the key reasons for players to move into new segments, which included diminishing yields from current segments, and disruption in the existing marketplace. The presentation gained momentum when Baruah shed light on the strategy which Blackberry took up to change the positioning of the brand from the for-the-corporate-guys image to for-the-young.

The process included a sequence of steps – building brand insights, reviewing relevance of one’s offerings, executing targeted strategies and generating awareness within the new segment. However, in context to planning strategies, Baruah confessed, “Not everything is planned; we just have a very clear goal in mind, which drives the thought process.”

Baruah revealed that upon research they found out that Blackberry had a very serious image attached to it. It was associated with values such as speed, efficiency, detail and security, which automatically made it a for-the-corporate-guys brand. To bring in a fun element to the brand and target a larger audience, Blackberry repositioned itself as a brand, which young people could associate with.

Further, Blackberry created different categories, which would target different target groups. These categories included Curve, Torch and Bold. Focusing on distribution further helped the brand build a niche for itself in the Indian market. The shift in segment was also reflected in the campaigns of the brand which prior to the shift became more colourful and young in their approach.

On ground campaigns and roping in Bollywood actors also helped the brand expand its reach and delve deeper into the Indian market.

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