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Transcript of 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
Blackberry's Share price went down from 148.12$ in 2008 to 6.22$ in September of this year
- 96% Share Price
Subjects that had a
it for another phone
Why do people not buy Blackberry?
Why is Blackberry losing their customers to other phone brands?
The final sample size is
Demographic characteristics of the sample
In this study we have chosen to use a new consumer mapping approach, called
Brand Concept Mapping (BCM)
What comes to mind when you think of Blackberry?
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 :
All the Individual maps were aggregated in one
network of brand associations
Quick low battery
The problem definition :
1 - Blackberry was once associated with
, but suddenly it became popular among the
2- Blackberry is strongly associated with
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
when involving the big crowd, so these consumers set their
What sets their expectations ?
What do they see?
a lot of new
phones with much less
Why should people buy a Blackberry ?
In the end Blackberry is
a business phone
Getting past Blackberry’s problems
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
How can Blackberry improve their consumers’ beliefs and attitudes?
ultimate business phone
We suggest the use of an
that relates to business people and at the same time sends a strong and
the target group in having this renewed device.
Contracts with large companies
Product placement in television series
Blackberry needs to take out the idea of its unreliability
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
Show that we listen
to the customers.
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
l because if feelings are less established, they may be
Influencing people’s feelings by admitting that we made mistakes
Thank you for your time