Why the Kids of NYC Prep brandish BlackBlackberrys.

 
Source: CNNMoney.com

Date: 7/17/2009

Keys: Marketing, target market, branding, re-positioning, consumer behavior, new product development

Link:  http://brainstormtech.blogs.fortune.cnn.com/2009/07/17/privileged-teens-and-their-digital-toys/

Questions for discussion:

• Summarize the reasons given for Blackberry’s success among teens.
• Which reason provides the greatest explanation for the popularity among this “target market”? Explain your thinking.
• Given this segment growth, what would you do to increase further growth in sales of Blackberries?
• What would you recommend to competitors to counter this growth?