1.
ADVERTISING PLAN
San Francisco State University
Fall 2010
MKTG 434
V. Papyrina
Group 3
2. BlackBerry Advertising Plan
TABLE OF CONTENTS
1. Problem Definition.................................................................................................................................................... 3
2. Advertising Objective ................................................................................................................................................ 3
3. Situation Analysis ...................................................................................................................................................... 3
4. The Target Audience ................................................................................................................................................. 6
5. Consumers’ Perceptions ........................................................................................................................................... 8
6. The Competition ....................................................................................................................................................... 8
7. The Creative Strategy.............................................................................................................................................. 10
8. The Creative Brief ................................................................................................................................................... 12
9. References .............................................................................................................................................................. 14
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3. BlackBerry Advertising Plan
1. Problem Definition
BlackBerry devices are a line of PDA’s and cellular phones that have commonly been used by business
professionals. BlackBerry first launched its first collection in 1999 which included a line of wireless PDAs that
allowed user to send emails, provided corporate data access, an organizer, a calendar, and several other features
that made this device number one for businesses as well as professionals (Williams, 2008). BlackBerry, whose user
interface is still designed by business owners and corporate professionals, has increased its market share greatly
compared to its competitors. In today’s market, cell phone manufacturers are focusing on multi‐tasking
capabilities, rich, vibrant screen resolutions, HD video and cameras, the best multi‐touch iOS interfaces, and
hundreds of other exciting features as today’s consumers demand smart phones that can do literally everything
while providing features that also offer convenience to their busy lifestyles. BlackBerry, compared to other
companies, will continue to struggle with their market share in the cell phone industry as leading companies are
capturing both business professionals, teenagers, as well consumers with varying lifestyles and psychographic
behaviors.
2. Advertising Objective
The advertising objective of BlackBerry is not to change the view of it being a business tool but to enhance it to be
a social tool as well. In today’s business world there is a high emergence of young business professionals who work
during the day and socialize at night. Since BlackBerry is the leading phone for business professionals it would
become more popular if it had capabilities that would be a part of a person’s social life. Creating awareness about
the social aspects of Blackberry will not change the business attitude it has but will motivate purchases by people
who do business and socialize and also motivate people who socialize and are planning to do business. In the cell
phone market, BlackBerry’s competitors such as iPhone and Droid focus on their social aspects to attract
customers while also being able to mimic BlackBerry business features. Given that BlackBerry is not popular for
socializing potential customers choose BlackBerry competitors as they see their phones providing features
BlackBerry does and more. By marketing itself as all‐purpose business and social tool BlackBerry will gain greater
market share.
3. Situation Analysis
The current smart phone market environment for RIM Blackberry consists of themselves, two other major
competitors (Apple and Android), and a few other smaller competitors. BlackBerry is the market leader holding
approximately 43% of the market share. In contrast, Apple and Android’s combined market share does not even
total at 40% (Cyran, 2010). The smart phone market is growing by leaps and bounds but the old trends are
changing. Previously the smart phone was marketed as a business tool and BlackBerry capitalized on this fact by
creating one of the world’s most secure mobile devices (Elmer‐DeWitt, 2009). By doing this they were able to
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4. BlackBerry Advertising Plan
acquire a vast number of B2B accounts, which in turn has fueled their growth. But, the market has changed. Smart
phones are being targeted toward almost every segment of the market and for a variety of uses. Due to this fact
BlackBerry is slowly losing market share to Apple, Android, and other competitors. One of the major contributing
factors for this loss of market share is that BlackBerry has been unwilling to share its OS with other manufacturers.
Google’s Android OS is free to all manufacturers and Apple allows anyone to create applications for their iPhone.
Advertising also plays a key role in the market trends. With an ad budget consisting of 3.6% of sales or
approximately $340 million, BlackBerry’s share of voice is on the bottom rung. Apple, in 2009, spent $500million+
on advertising the iPhone alone and in 2010 smart phone ads have been dominated by phones using the Android
OS (Elmer‐DeWitt, 2009). While these competitors are creating ads that target many different market segments,
BlackBerry is still focused on the business segment.
Strengths:
• Worldwide leader in cutting‐edge technology
• Expanding global consumer base
• Has developed an established brand
• Has a loyal market share
• Perceived by consumers to be the most secure mobile device on the market
Weaknesses:
• Canadian companies are perceived as conservative businesses that cannot venture outside of their
borders
• Managing the company`s explosive growth
Opportunities:
• The overall smart phone market is growing faster than ever
• In 2013, IDC predicts that 20% of the 1.4 billion phones sold will be smart phones. The 7% growth in smart
phone sales is a potential market that RIM can tap into.
• Their margin is 20%, half of Apples margin at 40%, which gives them the opportunity to increase their
margin
Threats:
• Apple`s market share is increasingly growing (According to the Change Wave Research, as of May Apple
had 20% of the enterprise market, up from 6% in one year)
• Potential consumers are bound by cell phone contracts that can last two to three years
• Android OS is open to any manufacturer to use and is gaining market share
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5. BlackBerry Advertising Plan
Top Smartphone Platforms
3 Month Avg. Ending Jan. 2010 vs. 3 Month Avg. Ending Oct. 2009
Total U.S. Age 13+
Source: comScore MobiLens
Share (%) of Smartphone Subscribers
Oct‐09 Jan‐10 Point
Change
Total Smartphone Subscribers 100.0% 100.0% N/A
RIM 41.3% 43.0% 1.7
Apple 24.8% 25.1% 0.3
Microsoft 19.7% 15.7% ‐4.0
Google 2.8% 7.1% 4.3
Palm 7.8% 5.7% ‐2.1
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6. BlackBerry Advertising Plan
4. The Target Audience
Mostly perceived as a business tool, BlackBerry has lost market share to smartphones from companies such as
Apple, Nokia, and Motorola. To change the perception that BlackBerrys are for people in suits, the advertising plan
is aimed at young adults, which is the target audience for the campaign. Blackberry does not want to abandon
their existing audience and loyal customers that they already have, but rather expand to include another market
segment that could benefit from Blackberry’s new smartphone models such as the Torch and Style. To reach these
people, BlackBerry will need to show them that their products are used by people just as hip as iPhone or Droid
users. It is only then that the new target audience will identify themselves as the type of person who uses a
BlackBerry.
Significant traits of the target audience include:
Demographics
The advertising campaign will be aimed at younger people from 15 to 25 years old. This will include young adults,
females as well as males, in high school, in college and recent graduates looking for or starting their first job. The
campaign is not intended to reach a certain geographic area or socioeconomic group, it is rather planned to reach
the specific age group over the whole nation.
The target audience’s parents are likely to be paying for the BlackBerry, since this market segment does not have a
vast amount of monetary resources on their own. The young adults are also likely to be enrolled in the family plan,
sharing minutes and text messages with other family members. To convince parents to pay for the new cell phone,
advertising should include elements that appeal to both kids and parents. For example, an advertisement can show
how easy it is to “Like” something on Facebook and also what a great tool it is for organizing homework.
Psychographics/lifestyle information
The target audience is the typical Generation Y individual. Traits of this market segment include a savviness for
technology (Armour, 2005). Generation Y was the first group to come of age when the Internet began to flourish.
Since childhood they are very familiar with technology such as the Internet and cell phones. As great multitaskers,
they text as they watch TV and send instant messages to friends while doing homework. These young adults’ cell
phones are basically their lives where they interact with friends and keep up with what is cool or not.
Surrounded by “helicopter parents,” Generation Y has been pampered their whole lives, which has made them
both high‐performance and high‐maintenance. They question their parents and employers, and are not afraid to
speak their minds. This can create a culture clash when they enter the job market and work with older coworkers.
Generation Y values their families and personal lives and appreciates jobs with plenty of flexibility and options such
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as working from home and part time alternatives. They believe in change and do not expect to work for the same
company their whole lives and believe in speaking their minds if they think the company needs improvements.
They want employers who are engaged with them and their career development.
Generation Y kids and young adults can often be hard on themselves and very goal‐oriented. They aim to work
harder and better than other workers, but see their coworkers as resources to gain knowledge from.
Another characteristic for Generation Y is their strong belief in social and environmental movements and
neoliberalism (Phillips, 2009), as part of their belief in change. They also believe in “self‐activism,” meaning that
their lives are causes themselves and by the way Generation Y choose to live their lives they can make changes.
They buy brands that they believe in and that represent a lifestyle. If BlackBerry shows Generation Y how the
company contributes to sustainability and positive social development, the teens and young adults are more likely
to look favorably upon BlackBerry’s products.
Profile of the typical target consumer
Characteristics of the typical Generation Y individuals:
Jessica Michael
• 18 years old • 22 years old
• lives in Boston • lives in San Francisco
• senior in high school • just got his first job
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8. BlackBerry Advertising Plan
• volunteers at the Y • believes in change
• has straight As • does not expect to work for the same company
his whole life
• family oriented • goal oriented
• helps at her dad’s bakery • recycles and composts
• has a fashion blog • uses IM
• watches So You Think You Can Dance and • likes to travel
Glee
5. Consumers’ Perceptions
It seems as though the new social perception of the BlackBerry name brand has shifted within the last few years.
BlackBerry was once seen as the industry standard in which all other smart device manufacturers had to follow.
This was attained by their ability to not only maintain their stable platform for corporate and work needs, but their
ability to adapt to emerging non‐work based user. For those who wanted Internet features for not only e‐mail, but
social networking and efficient web browsing, devices like the Blackberry Curve and Pearl made the notion that
smart phone devices were only for those with business needs an antiquated ideal.
However, there has now been a dynamic shift in the culture, where work related needs for a smart phone are now
secondary to the needs of social networking and constant attainment of up to the minute data. Blackberry became
a victim of its own success. Being that the BlackBerry name has been around so long, the current wave of non‐work
related smart phone users, (especially new data users) see the name in an archaic fashion. Its stability and
longevity in the market is a double edged sword, where people understand the device is reliable and well
designed, but it does not have the flash or “wow factor” that new, more powerful processing devices like the
Apple’s iPhone or the Google Android series now possess. Blackberry is now seen as your boss’ phone, something
fit for the soccer mom, not as much for the hip urban go‐getter.
6. The Competition
Apple iPhone
Strengths:
• The iphone has an innovative touch screen that is patented and unlike any other mobile device
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9. BlackBerry Advertising Plan
• It’s compatibility works with a variety of operating systems, allowing it great flexibility
• It’s user friendly interface made operating the device possible for virtually anybody
• The device is set at a reasonable price, offering multiple functions that is hard to come by in a cellular
telephone
• It has one of the brightest, most scratch resistant screens that most devices lack
Weaknesses:
• The iphone is not targeted towards business people, which most smart phones have targeted (low
reputation in the corporate world)
• Some consumers do not favor the “gorilla arm” effect, preventing them from use a stylus or pen to
navigate through the interface
• Older generations do not come with video capture
Opportunities:
• Apple continues to target the business productivity market, attempting to give an all‐in‐one device.
Continual software‐upgrade availability allows users to stay excited with their purchase
• Apple has the privilege to collaborate with other powerful companies, flooding the market their products
(this may also reduce marketing and advertising costs)
Threats:
• The increased competition of smart phones means that other, more inexpensive, devices may enter the
market. The iphone is marketed at a higher price point, making it exclusive to some consumers
HTC DROID
Strengths:
• High resolution 3.7” display screen
• Extremely fast web browsing with its 1g processor
• Has both a touch screen keyboard and a physical keyboard
• Functions much faster than other smart phones
• Video capture
Weaknesses:
• The physical keyboard is difficult to type with
• Some camera images may come out grainy, even with an 8megapixel camera/flash
• Known to have weak signal strength
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10. BlackBerry Advertising Plan
• Email malfunctions such as forwarding attached documents
• Targeted to everyone, but is based at a higher price point
• Limited memory for applications
Opportunities:
• Has an a large number of downloadable applications
• Has the ability to work with all wireless providers instead of just one/limited
Threats:
• The increased competition of smart phones means that other, more inexpensive, devices may enter the
market. The droid is marketed at a higher price point, making it exclusive to some consumers.
(Elmer‐DeWitt, 2009)
7. The Creative Strategy
A. The Single Most Compelling Benefit Our Brand Can Provide to Our Target Customers
The single, most compelling benefit that the BlackBerry will provide to its target customers will
include a new collection of phones that will allow its customers to both work hard, and play hard all
in one device. The phones will include traditional features of the BlackBerry that have established
them as being the preferred device to use as a business tool, but will also include new features so t it
will also be perceived as a social or networking tool. With these new features, BlackBerry will not only
be perceived a professional tool for business consumers, but also as a fun social networking device
that will attract high school and early college students, tech‐savvy individuals, and regular users who
enjoy the latest smart phone with the newest, most innovative features.
B. Support: Why Should Our Consumers Believe It?
Our customers will prefer this new collection of BlackBerry devices over the competition because of
all of the benefits some of the features of the device will provide them:
• SurePress touch screen‐ the next level of touchscreen with SurePress™ touch screen technology
offering a new, pressable touch screen that allows for super easy navigation, precise typing, fast and
accurate typing, and more (Research In Motion, 2010)!
• Staying social‐ every social networking site is included! Allows user to update their status
whenever they please, tag a friend in a funny photo, and stay in touch on practically any social
networking site include Facebook, Twitter, LinkedIn, Myspace, Flikr, Tumblr, Foursquare & more!
• Integrated RSS feeds‐ Allows users to gather and filter all of their information in one view!
Includes a platform that will allow students to push out selected web content to the BlackBerry
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devices, including coursework, admissions, etc. A new way to keep students engaged and active in
events assignments, sports, etc. at school.
• HD 8 MP camera with flash and video recording‐ Continuous flash, professional image editing
features and video recording make this attractive to all kinds of consumers. Images look crisp, clean,
and professional. With a continuous flash features and the fastest auto‐focus, it's easy to capture
spontaneous moments.
• Multi‐taking‐ Users can access several open applications and web pages at once. Perfect feature
for the busy individual.
• Superb battery life‐ 8 hours of talk time! Customers can talk business, talk evening plans, talk
about the latest gossip without having to worry about the battery life compared to other competing
brands.
• MAXimized multimedia‐ 12 GB of memory available and up to 32 GB with a microSD card!
• More business apps‐ features all the traditional tools for businesses and business professionals
but the new phones will features new tools that will make it easier to access corporate email, access
corporate databases, organize, plan, and control all from their mobile device!
• Rich PC web browsing ‐ includes a full HTML webkit browser
• Eco‐friendly design‐ Small, compact but will all the power of a genius, smart phone, made in part
with 25% recycled plastic
• Included phone tracking and locater‐ never lose your precious phone again, just download the
software on to your PC or Mac!
C. Tone of Advertising
The tone of the advertising has to match the objective, which is not to change the view of Blackberry
but to enhance it so the tone has to be business and social at the same time so the best fit in this
situation would be a business casual tone. This will still appeal to the traditional Blackberry customers
while attracting the younger more social professionals. The best person to portray this ad would be a
young business professional giving a presentation during a meeting and using his Blackberry for
business and social needs (Finding a restaurant for dinner with a potential client). This will be
particularly successful as this shows traditional customers the speed to make appointments and gives
younger customers an idea of how they may use the feature in their social life. The advertising appeal
should be both rational and emotional because Blackberry is trying to show that it can do both. The
Blackberry will display features that will make doing business faster and simpler and will also
showcase how that same feature can be used when socialization.
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12. BlackBerry Advertising Plan
8. The Creative Brief
A. Why are we advertising at all?
BlackBerry is mostly perceived as a business tool used by business professionals. The company does not want to
abandon their existing audience and the loyal customers that they already have, but rather expand to include
another market segment that could benefit from Blackberry’s new smartphone models. BlackBerry will continue
to struggle with their market share in the cell phone industry as leading companies are capturing both business
professionals, teenagers, as well consumers with varying lifestyles and psychographic behaviors, if they do not try
to expand and reach more market segments. Through the advertising campaign, BlackBerry could increase their
market share and reach more market segments.
B. Who are we talking to?
In order to increase market share and reach another market segment, the advertising campaign is aimed at young
adults, also known as Generation Y.
1. Facts about them.
The advertising campaign will be aimed at younger people from 15 to 25 years old. This will include young adults,
females as well as males, in high school, in college and recent graduates looking for or starting their first job. The
campaign is will cover the whole nation and all socioeconomic groups. Traits of this market segment include a
savviness for technology, multitasking abilities, “self‐activism”, and a belief in sustainability and social
development. Generation Y is high‐performing, not afraid to speak their minds, values their families and personal
lives and appreciates jobs with plenty of flexibility and options such as working from home and part time
alternatives. These young adults can often be hard on themselves and are very goal‐oriented.
2. Their attitudes and how they currently view the brand.
Generation Y currently views BlackBerry as their boss’ phone and not as much for the hip urban go‐getter.
BlackBerry was once seen as the industry standard in which all other smart device manufacturers had to follow.
This was attained by their ability to not only maintain their stable platform for corporate and work needs and
devices like the BlackBerry Curve and Pearl made the notion that smart phone devices were only for those with
business needs an antiquated ideal. BlackBerry’s stability and longevity in the market is a double edged sword,
where the target audience understands the device is reliable and well designed, but it does not have the flash or
“wow factor” that new, more powerful processing devices like the Apple’s iPhone or the Google Android series
now possess.
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C. What is the single most compelling idea we need to communicate to them?
Using a Blackberry means you are cool, young and hip.
D. Why should they believe this?
The newer versions of the product reflect the single most compelling idea that we are trying to communicate to
them. Through peer testimonials, and expert reviews we can convey product efficacy and synergy with our
advertising efforts.
E. Desired brand personality/tone?
The desired brand personality we hope to achieve is young professionalism with fun and utility.
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9. References
Armour, S. (November 6, 2005). Generation Y: They've arrived at work with a new attitude. USATODAY.com.
Retrieved from http://www.usatoday.com/money/workplace/2005‐11‐06‐gen‐y_x.htm
Cyran, R. (2010, July 26). Business Day: Blackberry's Era May be Ending. Retrieved November 20, 2010, from
NewYorkTimes.com: http://www.nytimes.com/2010/07/26/business/26views.html
Elmer‐DeWitt, P. (2009, October 28). Fortune: Apples 2009 Ad Budget: Half a Billion. Retrieved November 20,
2010, from CNNMoney.com: http://tech.fortune.cnn.com/2009/10/28/apples‐2009‐ad‐budget‐half‐a‐
billion/
Phillips, C. (April 6, 2009). Gen Y Core Value: Fight for What You Believe In. Millennial Marketing. Retrieved from:
http://millennialmarketing.com/2009/04/gen‐y‐core‐value‐fight‐for‐what‐you‐believe‐in/
Research In Motion (2008). Blackberry surepress touchscreen. Retrieved from:
http://us.blackberry.com/smartphones/features/surepress.jsp
Williams, J. (2008, April 28). The history of blackberry [Web log message]. Retrieved from:
http://www.bbgeeks.com/blackberry‐guides/the‐history‐of‐the‐blackberry‐88296
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