Blackberry Passport

Allie Dethmers, Vincent Dodero, Jillian Koehnken 1

Table of Contents

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3. Meet the Team 4. Blackberry Passport Background5. Current Product Positioning6. New Brand Positioning 7. Target Consumer8. & 9. Competitive Analysis10. Consumer Promotions

11. Trade Promotions12. Sales Force Promotions13. Alternative Marketing 14. Digital Advertising15. Budget Breakdown 16. Conclusion

Meet the Team

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Allie Dethmers Senior IMC

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Vincent DoderoSenior IMC

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Jillian KoehnkenSenior IMC

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Blackberry Passport Background

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The BlackBerry Passport design was based on the form of an actual

passport, providing a sense of familiarity even in something so new.

The BlackBerry Passport takes Blackberry’s iconic keyboard to the

next level. The physical keyboard gives you more typing accuracy and

leaves you more screen space for viewing. It responds to touch

gestures, so you can scroll web pages, flick to type or slide along the

keys to move the cursor. This product truly brings together all the best

parts of the latest technology. A business powerhouse packed into a

device that is a productive and versatile as you are.

Current Product Positioning “A Wider World”

The Blackberry Passport’s current positioning strategy is as a wide screened device, capturing much more screen activity than competitor devices. Current positioning is targeted to consumers looking to use more traditional desktop applications. The Passport uses a business to consumer strategy that is not clearly positioned to a specific type of consumer.

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New Brand Positioning The Blackberry Passport’s current positioning strategy is focused on the physical features of the device. The new brand positioning will take advantage of the added benefits of this device for the excelling business person. The Blackberry Passport is truly a business powerhouse. This device optimizes traditional and widely used office applications that business people use on a regular basis. From excel spreadsheets, to email attachments the Blackberry Passport will make sure work on the go is as easy as in the office.

The Blackberry Passport is currently marketed as a business to consumer product. New brand positioning will focus on use a business to business approach, targeting large companies in order to encourage large scale adoption. As the business market becomes more internationally driven, consistency, productivity and efficiency are key to top performance. The Blackberry Passport is all of these things and more.

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Target Consumer Meet Jim! Jim is a sales representative for a startup software company. Since Jim is number one in his sales division he is always checking and responding to email. Although Jim is a great sales rep, he tends to be late to work most days. Since the Blackberry Passport is wide enough, his spreadsheets and charts can easily be reviewed from the palm of his hand on his way to work. This way he is always on top of his work wherever, whenever.

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Primary Audience: Business Men and Women

Secondary Audience: Middle Aged Adults Meet Patty! Patty is in her late 40’s. Her eyesight is fading quickly and she’s been finding that squinting at phone screens to see the small text. The Blackberry Passport Screen is much wider and readable. Patty also takes pride in her appearance and treats herself to manicures every three weeks. Since her nails are manicured and on the longer side, she has been having issues with her smartphone touch screen. Patty loves having a keyboard on her phone so she can type more easily and still keep her nails looking fabulous.

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Competitive Analysis Key Competitors

Apple iPhone Samsung GalaxyThe iPhone is Apple’s premier mobile device. Holding the most widespread brand power of other tech companies, the iPhone is the apple of consumers eye.

Owning the largest share of the mobile phone market, the android operating system is most widely used by consumers. The Samsung Galaxy is the top android device on the market boasting incomparable hardware.

Competitive Analysis

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SWOT Analysis Blackberry Passport vs iPhone 6 & Samsung Galaxy

Strengths Weaknesses

Opportunities-Growth of Tablet and Smartphone Market-Growing international business market-Contracts with large businesses-Loyalty

Threats-Brand Loyalty to competitors-The phone market is constantly becoming more saturated- Constant shifts in technological trends

-Rich media consumption-Photo editing-Poor Presence in the Mobile Market-Blackberry Operating System

-Durability-Battery Life-Optimized desktop applications-Expandable memory-Great Mobile Operating System

Consumer Promotions

Our team decided to use a business to business positioning strategy through encouraging companies to adopt the Blackberry Passport on a large scale. Efficiency in integration is a large selling point of this product.

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Trade Promotions For our Trade Promotion tactic we decided to create a video promotion of business employees on their lunch break testing out the Blackberry Passport in comparison to their narrow smartphone. This video would act as an advertisement on both the internet community as well as television commercials.

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Sales Force Promotions If a sales representative is able to meet a target of group sales they will be rewarded with a trip to Arizona for a week long retreat. Because our promotional plan is based on large scale adoption by companies and businesses, it is crucial that our sales force always be pushing the idea of widespread use.

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Alternative Marketing Here we created a Blackberry comparison advertisement placed in an airport. We chose an airport as a primary location so we could target our primary audience of traveling business men and women.

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Digital Advertising

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Our target market is always on-the-go and in-the-know with the latest and greatest innovations in their field. Because of this, we felt it was important to target them using industry news websites by creating mpu rectangular ads featuring promo codes.

Budget Breakdown Blackberry Passport Budget: $750,000

Print Ads (Direct mail, In-Flight magazines): $300,000

Out of Home Ad: $200,000

YouTube Trade Promotion Video: $200,000

Digital Ad: $47,000

Sales Force Promotion Retreat: $3,000

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SummaryBlackberry users are the innovative trendsetters ready for anything. They are bold, fearless, driven and, most importantly, connected. We will target them in a language they know best: digitally. As forward thinkers, they are on-the-go, always striving for the best and brightest. Through a seamless integration of out-of-home, print, digital, and YouTube promotions, we can motivate businesses and its employees to join Blackberry’s mission of connecting a bigger world. We will reward those who reach sales based goals with the ultimate all-inclusive vacation, sponsored by Blackberry.

It is with our hope that we can use Blackberry and its profound network to make the big world a little smaller, only with the Blackberry Passport.

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