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Product S-F Team 10 BlackBerry PlayBook

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Product S-F Team 10 BlackBerry PlayBook

  1. 1. 1 BlackBerry PlayBook Product Level Analysis TEAM 10 Tania Paul 7576410 Neha Gupta 8407903 Gözde Tandon 7595033 Amir Hasanain 7550358 Aneeq Suhail Janjua 8064364 Wasif Raza 7590939 Ibe Benedict 8398940 November 26, 2015
  2. 2. 2 Agenda  Introduction  Product Goals  Product Shipment data (product Cycle)  Target Segments and 4P’s Analysis  Product Positioning by Segment  Product Positioning by Quality  Outcomes  Marketing Strategy Comparison with Best Practices  Lessons Learnt and Additions to Best Practices
  3. 3. 3 1999 Launched their first device 2007 Most valuable company in Canada 2008 Introduction of BlackBerry Storm 2009 Launch of App World Marketplace 2011 Launch BlackBerry PlayBook Introduction BlackBerry PlayBook is a tablet (mini computer), developed by BlackBerry and was released on April 2011. Get to know PlayBook better…
  4. 4. 4 Product Goals  Compete with existing tablet based devices in the market.  A tablet friendly and with features for both consumer and corporate segments of the market.  Attempt to bring up mobile devices to the level of desktop computers. (According to co-CEO Mike Lazaridis)
  5. 5. 5 Product Shipment Data (Product Cycle) 500,000 200,000 150,000 500,000 260,000 130,000 255,000 370,000 100,000 2015 Time Numberofunitsshipped Cost Cutting 2011 2011 2012 2012 2013 2014
  6. 6. 6 Target Segments Demographics Geographic locations USA, Canada Industry Consumer Corporate Application Web browsing, social networking, reading e-book/magazine, playing games, listening to music, watching videos, emails, create/ edit files general use work, specific use work Emails, interactive portable platform for payments, sales support, customer presentations, web browsing, audio video conferencing, interactive menus, digital signatures Common Psychographics Needs √√√ √√√ Price Sensitivity √√√ √√√ FUR Sensitivity √√ √√ Quality √√√ √√√ No of Customers √√ √√√ Current Demand √√ √√√ Demand Growth √√ √√ No of Competitors √√√ √√
  7. 7. 7 Consumer Tablet Usage
  8. 8. 8 4 P’s Analysis for Consumer Market Product Features :- •Games, Adobe flash support, GPS, Orientation Sensor, higher battery life •7" - 1024x600 LCD touch screen •Weight :-0.9 lbs(130 x 194 x10)mm •Multitasking support, Powerful, portable •MP3, AAC and WMA audio & HD video •1080p HDMI output •HD cameras for video conferencing and video capture (3MP front and 5MP rear) •1 GB RAM, Wi-Fi (802.11 a/b/g/n) •Emails & BB Messengers via BB Bridge using Blackberry smartphone •QNX Platform as OS Targeted Purpose :- Entertainment, Learning, Audio/Video Chat, Social Media General Price list 16 GB - $499 32 GB - $599 64 GB - $699 Discounts :- e.g. Seasonal discounts, retailer discounts Product Price Indirectly via Retailers e.g. Best Buy- Staples… etc. No Blackberry Exclusive Showroom Pathway
  9. 9. 9 4 P’s Analysis for Consumer Market • No Commercial Advertisements • Only advertisements on the company’s website Promotions
  10. 10. 10 Tablet Usage in Enterprise (2011)
  11. 11. 11 4 P’s Analysis for Enterprise Market Product Features :- •Emails & BB Messengers via BB Bridge using Blackberry smartphone, higher battery life •7" - 1024x600 LCD touch screen •Weight :-0.9 lbs(130 x 194 x10)mm •Multitasking support, Powerful, portable •MP3, AAC and WMA audio & HD video •1080p HDMI output •HD cameras for video conferencing and video capture (3MP front and 5MP rear) •1 GB RAM, Wi-Fi (802.11 a/b/g/n) •Games, Adobe flash support, GPS, Orientation Sensor •QNX Platform as OS Targeted Purpose :- •Audio/Video Conferencing, Sales Support, Customer Presentation, Interactive Menus, Digital Signatures General price list No Data Available (however less price than that of consumer market because of bulk purchase & brand reputation) Directly Via Sales force (Used Existing Customer Base) Product Price Pathway
  12. 12. 12 4 P’s Analysis for Enterprise Market • No industry-specific conferences, No trade shows, magazines advertisements… etc. Only a few Press coverage • Only advertisement on the company’s website Promotions
  13. 13. 13 Compelling Value Proposition Consumer • Superior Quality and Reliability • Multitasking • USB Port Feature • Higher Battery Life • Adobe Flash Support • Security • Front and Back Camera with Higher Resolution • Multiple Tools for Business • Push Technology Enterprise • Smaller tablet than others • Multitasking • USB Port Feature • HD Video & Music • Adobe Flash Support • Security (for some specific consumers) • Front and Back Camera with Better Resolution • Games availability
  14. 14. 14 Product Positioning by Segment High priceLow price Consumer Enterprise COMPETITION (Low) COMPETITION (High)
  15. 15. 15 Product Positioning by Functionality Price Functionality
  16. 16. 16 Outcomes Negative Outcomes of Product Launch Decisions • Email, Messenger Dependency on Blackberry Bridge and BB smartphones • Low number of available applications due to newly acquired QNX platform. • Software issues (no native email and calendar applications- third party email and calendar applications were supported) • No 3G without tethering • Less attractive to consumer segments due to poor advertising/ commercials Wrong Executive Decisions • Product launched in hurry to combat competitors market • Outage of BlackBerry customer services across the globe • Lack of product innovation for different segments • Negative brand reputation because of employee layoffs, decreasing shares and previously failed smart phone products
  17. 17. 17 Marketing Strategy Comparison - Best Practices The target market is known to the company, and the segment knows the product The target segment is not known to the company, but the segment knows the product The target segment is not known to the company, and the segment does not know the product Product exists in company, just a modification C1 Difficulty = 5/10 C2 Difficulty = 7/10 C3 Difficulty = 8/10 Product is new to the company, and they’re a follower C4 Difficulty = 7/10 C5 Difficulty = 8/10 C6 Difficulty = 9/10 Product is new to the company, and they’re a pioneer C7 N/A C8 N/A C9 Difficulty = 10/10
  18. 18. 18 Marketing Strategy Comparison cntd.. Areas Best Practice Blackberry Strategies Segmentation Analysis • Slice down segment precisely • Target one segment initially then expand market • No clear-cut customer segment / target decision. Tried satisfying needs of each segment simultaniously with one product. Promotions • consumer domain- heavy advertising and promotions of all kinds • Industrial domain- sales force, industry- specific conferences, trade shows, magazines, & press coverage. • Lack of offers & promotions • untimely / delayed advertisement • false promises (announced to give free Tablet to customer having Adobe Air). • Is name “PlayBook” suitable? Product • Product - efficient, reliable, simple & satisfy the want/need of the segment. • Must exceed some threshold features • Provide excellent customer support • Playbook had some better features as compared to competitors however as a “follower” product was still “unfinished” Pathway • Direct channel sales is best (if possible) • Use own sales rep to provide lots of sales support • No certified direct outlets - used retailers. • Not much effort to convey product value to enterprise/govt market Price • Inline to positioning /price sensitivity of the segment against competitor • Give benefits from adopting the product • Starting from $499. Special offers for Enterprise Market Positioning • Market leader for both consumer and enterprise market?
  19. 19. 19 Lessons Learnt & Additions to Best Practies  Identify your specific initial target segment – pick the segment which has the highest need or the greatest pain, hence would realize the maximum value.  Conduct a thorough marketing research before designing a product.  Create a better marketing strategy for launch, growth and survival wrt 4P’s.  Product should be competitive and not lacking of applications and updates.  Promotion has very high and positive impact on consumers so effective promotion is crucial aspect for product success.  Be innovative by following the best practices.  Provide better customer and technical support atleast until the time product matures in the market.  A “finished” product should be launched, and the launch should not be in hurry.
  20. 20. 20 Success or Failure? FAILED…
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  23. 23. 23 http://press.blackberry.com/press/2010/pressrelease-4577.html http://www.theguardian.com/technology/2011/mar/22/blackberry-playbook-launch-date-price- specs http://www.berryreview.com/2011/04/06/t-minus-13-days-to-blackberry-playbook-launch- and-still-no-ad-campaign/ http://crackberry.com/99500-apps-available-blackberry-app-world-25-percent-which-were- built-blackberry-playbook http://www.theverge.com/2011/10/24/2510576/blackberry-playbook-review https://en.wikipedia.org/wiki/BlackBerry_PlayBook http://business.financialpost.com/fp-tech-desk/rims-year-to-forget-where-did-it-all-go- wrong http://www.bbin.in/2011/07/blackberry-playbook-becomes-%E2%80%9Cfirst-tablet- certified-for-deployment-within-u-s-federal-government%E2%80%9D/ Morgan Stanley Tablet Demand and Disruption Report – February 14, 2011 References
  24. 24. 24 Demand for Tablets in Market (2011)
  25. 25. 25 BlackBerry’s Market Share (2007-2011)

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