Based on the intended goal, it is appropriate to develop the basics of marketing programs that will be necessary for RIM. First and foremost, the company needs to abandon the image of a brand that develops products only for executives. Ordinary consumers are probably afraid to buy such phones because they seem too expensive. In this sense, RIM must systematically and publicly state the opposite; this is realized through advertising campaigns on the Internet and in the streets: wherever young people can find these ads.
Marketing slogans like “Become the leader of your life” or “Even more innovative for everyone” can be successful in repositioning the perception of consumers. Second, RIM should conduct thorough research on the third segment’s target audience to discover opinion leaders. Prominent bloggers and media personalities today have significant social influence, so entering into advertising contracts with them has a high potential to bring the company the desired success.
Thirdly, the younger generation has a mostly cliched mindset, which means they are constantly hungry for change. Major technology companies have long understood this and update their own products several times a year. If RIM does not support this trend, the company will not be able to acquire the perception of innovation and change but instead will be perceived as a conservative brand for elite consumers: the image that RIM wants to move away from.
Regular software updates updating functional and technical characteristics of devices with system frequency will definitely bring success. Finally, among marketing solutions, special attention should be paid to direct communication with consumers because there is a need for support. Any concerns, requests, and questions from the audience should be handled 24/7 with proper attention, which will increase audience engagement.