Why the Kids of NYC Prep brandish BlackBlackberrys.
Keys: Marketing, target market, branding, re-positioning, consumer behavior, new product development
Questions for discussion:
- Summarize the reasons given for BlackberryÃ¢â‚¬â„¢s success among teens.
- Which reason provides the greatest explanation for the popularity among this Ã¢â‚¬Å“target marketÃ¢â‚¬Â? 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?