Blackberry Playbook
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Blackberry Playbook

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    Blackberry Playbook Blackberry Playbook Presentation Transcript

    • BlackBerry PlayBook Brand Communication Objective
    • Background
      • The tablet wars heated with Research in Motion's BlackBerry PlayBook  making an impressive debut on the 27th of September 2010.
      • Apple, the leader with its iPad , now faces a challenge from RIM, Samsung and its Galaxy Tab , Dell Streak , and HP Slate
      • The four competitors each approach the tablet market differently: offering three distinct mobile operating systems , three different target markets , and varying pricing models
    • BlackBerry Positioning
    •  
    • Comparison
    • Point of Parity
        • Small and Light Tablet
        • Internet connectivity (WiFi, 3G)
        • Mobility and Multi-Functional
      Point of Difference
        • More advance processor (Dual Core Cortex A9)
        • Inter-connectivity with Blackberry smart-phone
        • 3 MP Front & 5 MP Rear Camera
    • Market Data
    • Market Data Projection: iPad *Projections, before RIM launched BlackBerry PlayBook Source: Apple Insider
    • Market Data: Tablet
    • Marketing Communications Objectives 2011 MarComm Brand Objectives Target Attention   Awareness TOM #2 Tablet-users, Tech/Gadget Enthusiasts Interest Image Initiate Engagement Activities Business Users Desire Preference Reach Mind Share Gadget Enthusiasts Action Purchase Market Share 10% Business Users, Gadget Enthusiasts
    • Market Share & Growth Objectives 75% 25% 30% 60% 10% 50% 20% 30% Other Tablet Apple iPad Blackberry Playbook
    • Media Plan Objectives
      • Who
        • Male and female consumers between the ages of 25 – 60 with an average education level of a high school graduate or higher 
        • Consumers who spend 71% of their time or more outside the house
        • Business users who spend a majority of their time in busy high traffic districts of the city  
    • Media Plan Objectives
      • What
        • The overall nature of the message would be image intensive with a majority of advertisements directed toward TV, and internet banners/stream videos
      • Where
        • The target market exists mainly in suburban areas, high traffic business districts and in some rural areas world