Classic Airlines Marketing Concepts

Today the cell phone is the most common way for people to stay in contact whether by internet or the old fashion way of talking to another person. You can find a Cell phone in most stores or on the internet. Companies market through newspaper ads and commercials for the consumer to purchase and use forever.

What is the product's job?

The Blackberry cell phone job is to keep the consumer informed of incoming calls, e-mails, internet, or a GPS system are a few services offered.

What are the substitutions?

Three different services can be substitutes for the calls one could use a home land line phone, which is becoming more obsolete since the cell phone. As for e-mails and internet a home computer or laptop could offer the same services. And a GPS system for a car could be used instead of the Blackberry.

What alternative marketing strategies could be implemented to redefine the utility of your product?

Currently, the services from the different cell phone providers are marketed mainly through television. Another marketing strategy would be to market directly to businesses or even to colleges.

In addition to the product's original market, how will product definition change its target market?

The original market was mainly the business worker then onto the younger generation but there is still the market of senior citizens that have very little information on cell phones. Marketing to the older population could increase sales.

What effects will re-marketing your product have on current consumer behavior?

I think the younger generation will be surprised too see great-grand mother using a cell phone but will allow for the generations to come closer together. This could possibly help bridge the gap between generations and increase a company's business.

What are the risks of implementing Clay Christensen's milkshake analogy?

The Blackberry cell phone company would be taking a risk by using the Clay Christensen milkshake analogy but if marketed properly and to the right group it could be successful. Using the analogy Blackberry could market to the growing senior population in the senior living homes.