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Blackberry

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by

Pedro Rosa

on 18 September 2013

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Transcript of Blackberry

BlackBerry
Blackberry is losing a lot of Market share
From April 2011 to April 2012 Blackberry lost 50% of their market share in the smartphone segment
As the share of the Iphone and Samsung continue to grow
20%
9%
Blackberry's Share price went down from 148.12$ in 2008 to 6.22$ in September of this year
- 96% Share Price
Sample Description
Methodology
Consensus Map
Communication Strategy
Communication Plan
Subjects that had a
Blackberry
but
changed
it for another phone
Why do people not buy Blackberry?
Why is Blackberry losing their customers to other phone brands?
16
Blackberry
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?
?
?
?
?
?
The final sample size is
15 subjects
Demographic characteristics of the sample
In this study we have chosen to use a new consumer mapping approach, called
Brand Concept Mapping (BCM)
Phase 1
: Elicitation
Interviews
What comes to mind when you think of Blackberry?
Laddering Technique
Why ?
Why ?
Why ?
Why ?
Typing on it is just really good, better then a touchscreen and
just 9 keys is really something from the stone ages.
Because nowadays people chat a lot with friends, you want to answer emails with your phone and you want to visit websites
Because nowadays we ride in a car and not on a horse, you should move along with the time, and use the time you have efficiently and have certain things always at hand
Just Stop Asking Why?
Phase 2 :
Mapping stage
Association selection
Instructions
Map making
Questions
Ping
Keyboard
business
people
Social
Contact
Camera
Problems
Phase 3:
Aggregation stage
All the Individual maps were aggregated in one
network of brand associations
Blackberry
Business
people
Popular
Communication
Mobile
Device
Phone
Problems
Ping
Email
Slow
device
Crashes
frequently
Keyboard
Screen
Whatsapp
Maintain
social
contact
Quick low battery
The problem definition :
1 - Blackberry was once associated with
Business people
, but suddenly it became popular among the
big crowd
?
?
?
?
?
?
2- Blackberry is strongly associated with
problems
It is slow
It crashes a lot
It has a bad battery life
It is not reliable
It has limited applications
3-Blackberry did not set
clear expectations
when involving the big crowd, so these consumers set their

own expectations
What sets their expectations ?
Customer compare
What do they see?
new and
innovative
design
touchscreen
a lot of new
and fun
applications
phones with much less
no problems
New concept
Why should people buy a Blackberry ?
In the end Blackberry is
still
a business phone
Getting past Blackberry’s problems
Blackberry should
refocus
on the business segment
We believe that Blackberry
is not able to compete
with Iphone and Samsung
They will need to change the fundamentals they initially stand for,
they will need to change the
Core Product
Communication Plan
How can Blackberry improve their consumers’ beliefs and attitudes?
ultimate business phone
We suggest the use of an
endorser
that relates to business people and at the same time sends a strong and
powerful message
to
convince
the target group in having this renewed device.
Communication channels
Core message
The campaign
Printed Media
Press conferences
Email Marketing
Linked-In
Contracts with large companies
Product placement in television series
TV commercial
Blackberry needs to take out the idea of its unreliability
Problems
Slow
device
Crashes
frequently
Quick low battery
We want to create the image that the new Blackberry is the best business phone
We use Donald Trump as the endorser of our campaign
2 sided argument
Say indirectly that we failed
Say that Blackberry is back
with the new and improved
product
increase
credibility
and
trust
Show that we listen
to the customers.
Core Message
BlackBerry is a functional product with a high degree of motivation, ability and opportunity
The initial attitudes and cognitions about BlackBerry are
strong and well established
We choose to engage in
emotional appea
l because if feelings are less established, they may be
changed easier
Influencing people’s feelings by admitting that we made mistakes
Thank you for your time
Full transcript