Posted by & filed under Part 4: Marketing Management.

Why the Kids of NYC Prep brandish BlackBlackberrys.


Date: 7/17/2009

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


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?

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