Blackberry Inventory BRAND AUDIT: PT 2 Gina Clementi, Kari Kahlenberg, Brooks Albrecht, JP Stuessi, Amanda Junentun, and Jordan Sipe Agenda Branding Positioning Current Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market Recommendations
Reach More Segments Defend Business Market Grow Entertainment Market Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market
Reach New Customer Segments International Consumers Altered business model Moving toward prepaid Younger Consumers Ads focus on the sexy and young side of BlackBerry Focus on BBM Academics Apps created targeted toward studying Time management tools
Mix of Effects on Equity in New vs. Established Segments Alienate core Less attitudinal attachment negatively affect resonance Resonance Judgments and feelings increase with new segments May decrease with core segment because of alienation Wider consumer base
Transferring CrackBerry to other segments Judgments Feelings Performance Imagery Salience Core business image
decreases Marketing Programs Reach More Segments Defend Business Market Grow Entertainment Market Defend Business Market Focus on Business Segment Offerings to Business Professionals
Key Smartphone Features Inside BlackBerry for Business Blog BlackBerry Business Solutions BlackBerry Enterprise Server BlackBerry Enterprise Server Express BlackBerry Playbook to Defend Business Segment Full compatibility with BlackBerry Enterprise Server Pairs with smart phone to utilize existing 3G data service plan Secure and Manageable platform consistent with smart phones
New, highly-secure Operating System - QNX Strengths & Weaknesses in the Business Segment Loyal business consumers have created strong relationships with BlackBerry. Affects their daily lives. Security & Manageability Ability to connect to enterprise applications. Productive work features: email, calendar, contacts
Effective Offerings to Business Professionals User addiction Apple increasing competitive offerings in business segment hurting BlackBerrys equity Resonance Judgments
Feelings Performance Imagery Salience Company Smartphone Use Company adoption of BES Marketing Programs Reach More Segments
Defend Business Market Grow Entertainment Market Grow the Entertainment Market Three Acquisitions QNX Operating system built for apps and entertainment Cellmania Develop better system for apps TAT Shiny and slick interfaces BlackBerry Playbook (Brand Extension) BBM Social Platform and Podcasts BlackBerry Torch with OS 6
Equity Effects for Pursuing Consumer Market Resonance All-in-on phone = higher evaluation. Entertainment features: BBM Social Platform, Podcasts. Brand Extension: BlackBerry Playbook Judgments
Performance Salience Entertainment features meshed with business offers greater self identification Higher attitudinal attachment Conservative business types feel decreased self congruency Feelings
Imagery Fun and exciting feelings generated from entertainment/multimedia Increased hip, cool, youthful imagery from 3 acquisitions Better aesthetic in Operating systems: OS 6 and QNX Recommendations Brand Revitalization Leverage Secondary
Associations Adopt QNX Software for Smart Phones Recommendations Brand Revitalization Leverage Secondary Associations Adopt QNX Software for Smart Phones Brand Revitalization Recapture Its
Heritage Increase Relevance Balance old and new consumers Re-focus on the Core Business Segment App World Carrier Relationships
Communicate and Increase Points of Difference Enterprise Solutions Line Extension Corporate Partnerships Brand Revitalization Increase Sense of Community
Resonance Judgments Feelings Performance
Imagery Salien ce Credibility Superiority Relevance Distinctiveness Quality
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