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Blackberry Playbook

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Blackberry Playbook

  1. 1. BlackBerry PlayBook Brand Communication Objective
  2. 2. Background <ul><li>The tablet wars heated with Research in Motion's BlackBerry PlayBook  making an impressive debut on the 27th of September 2010. </li></ul><ul><li>Apple, the leader with its iPad , now faces a challenge from RIM, Samsung and its Galaxy Tab , Dell Streak , and HP Slate </li></ul><ul><li>The four competitors each approach the tablet market differently: offering three distinct mobile operating systems , three different target markets , and varying pricing models </li></ul>
  3. 3. BlackBerry Positioning
  4. 5. Comparison
  5. 6. Point of Parity <ul><ul><li>Small and Light Tablet </li></ul></ul><ul><ul><li>Internet connectivity (WiFi, 3G) </li></ul></ul><ul><ul><li>Mobility and Multi-Functional </li></ul></ul>Point of Difference <ul><ul><li>More advance processor (Dual Core Cortex A9) </li></ul></ul><ul><ul><li>Inter-connectivity with Blackberry smart-phone </li></ul></ul><ul><ul><li>3 MP Front & 5 MP Rear Camera </li></ul></ul>
  6. 7. Market Data
  7. 8. Market Data Projection: iPad *Projections, before RIM launched BlackBerry PlayBook Source: Apple Insider
  8. 9. Market Data: Tablet
  9. 10. 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
  10. 11. Market Share & Growth Objectives 75% 25% 30% 60% 10% 50% 20% 30% Other Tablet Apple iPad Blackberry Playbook
  11. 12. Media Plan Objectives <ul><li>Who </li></ul><ul><ul><li>Male and female consumers between the ages of 25 – 60 with an average education level of a high school graduate or higher  </li></ul></ul><ul><ul><li>Consumers who spend 71% of their time or more outside the house </li></ul></ul><ul><ul><li>Business users who spend a majority of their time in busy high traffic districts of the city   </li></ul></ul>
  12. 13. Media Plan Objectives <ul><li>What </li></ul><ul><ul><li>The overall nature of the message would be image intensive with a majority of advertisements directed toward TV, and internet banners/stream videos </li></ul></ul><ul><li>Where </li></ul><ul><ul><li>The target market exists mainly in suburban areas, high traffic business districts and in some rural areas world </li></ul></ul>

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