Blackberry PlayBook
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Transcript of Blackberry PlayBook
BlackBerry PlayBookBrand Communication Objective
Background
The tablet wars heated with Research in Motion's BlackBerry PlayBook making an impressive debut on the 27th of September 2010.
Apple, the leader with its iPad, now faces a challenge from RIM, Samsung and its Galaxy Tab, Dell Streak, and HP Slate
The four competitors each approach the tablet market differently: offering three distinct mobile operating systems, three different target markets, and varying pricing models
BlackBerry Positioning
Comparison
Point of Parity• Small and Light Tablet• Internet connectivity (WiFi, 3G)• Mobility and Multi-Functional
Point of Difference• More advance processor (Dual Core Cortex A9)• Inter-connectivity with Blackberry smart-phone• 3 MP Front & 5 MP Rear Camera
Market Data
Market Data Projection: iPad
*Projections, before RIM launched BlackBerry PlayBookSource: Apple Insider
Market Data: Tablet
Marketing Communications Objectives2011MarComm Brand Objectives Target
Attention Awareness TOM #2Tablet-users, Tech/Gadget Enthusiasts
Interest ImageInitiate
Engagement Activities
Business Users
Desire Preference Reach Mind Share
Gadget Enthusiasts
Action Purchase Market Share 10%
Business Users, Gadget
Enthusiasts
Market Share & Growth Objectives
75%
25% 30%
60%10%
50%
20%
30%
Other Tablet
Apple iPad
Blackberry Playbook
Media Plan ObjectivesWho• Male and female consumers between the ages of 25 – 60 with an
average education level of a high school graduate or higher • Consumers who spend 71% of their time or more outside the house• Business users who spend a majority of their time in busy high
traffic districts of the city
Media Plan ObjectivesWhat• The overall nature of the message would be image intensive with a
majority of advertisements directed toward TV, and internet banners/stream videos
Where• The target market exists mainly in suburban areas, high traffic
business districts and in some rural areas world