Marketing: iPhone vs BlackBerry Group Presentation

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Counterpart presentation to Apple's iPhone versus RIM's BlackBerry
pdf www.slideshare.net/sachabrooks/20120531-marketing-paperfinal.

Findings and recommendations from a quantitative survey and qualitative focus group marketing management analysis of iPhone versus BlackBerry product. Presented Spring Quarter 2012.

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  • Q19Select the attributes that you more closely associate with Blackberry
  • Q19Select the attributes that you more closely associate with Blackberry (please select all that apply)
  • Marketing: iPhone vs BlackBerry Group Presentation

    1. 1. iPhone vs. BlackberryTeam 3Z: Alexandra Brooks, Steve Chaky, Ruben Pedroza, Sharon Singleton
    2. 2. We all know the iPhone is more successful than BlackBerry Why?
    3. 3. You think you know the realstory…But here is the version thecustomer told us…
    4. 4. But first,What was the most importantformula we learned this quarter?
    5. 5. 2005 Wants – Gets = Unmet Needs = Opportunity to Make $$$• Calling• Texting - Calling =• Email
    6. 6. Fast forward to the Present…
    7. 7. 2012 Wants – Gets = Unmet Needs = Opportunity to Make $$$• Calling • Calling• Texting - • Texting = Personalization• Email • Email• Apps• Music• Siri• Game Console• Navigation• Face-time• Camera• Edit Docs• Goto Mtg• Mini PC
    8. 8. Let me show you some of thereasons we love the iPhone.
    9. 9. iPhone shifted the market withthe App StoreApp Store =
    10. 10. Using one of Warren Buffet’s measures of success for a companyROIC, how much more successful was Apple then BlackBerry in2011? A. 12% B. 8.5% C. 5% D. 1.5%
    11. 11. Apps: iPhone vs. BlackBerry
    12. 12. Customer Survey Results - iPhone• # 1 “LIKE” = App and Usability• Apps = =
    13. 13. iPhone Customers
    14. 14. What factors influenced yourpurchase of an iPhone?
    15. 15. What features do iPhone userswant?
    16. 16. Customer Survey Result - BlackBerry• # 1 “DISLIKE” = Limited Apps Selection• Limited Apps = Limited =
    17. 17. BlackBerry Customers
    18. 18. What factors influenced yourpurchase of an BlackBerry?
    19. 19. What features Blackberry users want?
    20. 20. • Barack Obama is not the only world leader whos been known to be a huge BlackBerry fan. Whos the other one?
    21. 21. Queen Elizabeth
    22. 22. How BlackBerry users perceiveBlackBerry
    23. 23. How iPhone users perceiveBlackberry
    24. 24. • How many apps are available in the BlackBerry App World? A. 60,000 B. 600,000 C. 6,000 D. 600
    25. 25. What do iPhone users dislikeabout iPhone?
    26. 26. What do BlackBerry usersdislike about BlackBerry?
    27. 27. iPhone vs. BlackBerry• BlackBerry Users = Satisfied• iPhone Users = Very Satisfied = Delighted
    28. 28. Conclusion So this story of why iPhone is more successful than Blackberry from the customer perspective, because of
    29. 29. Question and Answers??

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