Blackberry Revamp Strategy

8/11/2019 Blackberry Revamp Strategy

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BLACKBERRY REVAMPSTRATEGYGROUP-9


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TABLE OF CONTENTS

INTRODUCTION ............................................................................................................................................. 2

THE BLACKBERRY STORY ........................................................................................................................... 2

BLACKBERRY IN INDIA ............................................................................................................................... 2

THE DECLINE ............................................................................................................................................. 3

BLACKBERRY CURRENT SITUATION ANALYSIS .......................................................................................... 3

RESEARCH PROBLEM..................................................................................................................................... 4

OBJECTIVES ................................................................................................................................................... 4

SCOPE OF THE STUDY .................................................................................................................................... 4

METHODOLOGY ............................................................................................................................................ 5

Exploratory Research ................................................................................................................................ 5

Focus Group Summary .............................................................................................................................. 5

Secondary Data Analysis ........................................................................................................................... 5

Outcomes .................................................................................................................................................. 5

Unit of Analysis ......................................................................................................................................... 6

Design of Questionnaire ........................................................................................................................... 6

Method of administering .......................................................................................................................... 6

Sampling Design ........................................................................................................................................ 6

LIMITATIONS ................................................................................................................................................. 7

DESCRIPTIVE STATISTICS ............................................................................................................................... 8

OBJECTIVE 2 - WHAT FEATURES DOES THE TYPICAL USER LOOK FOR IN A SMARTPHONE? ...................... 15

OBJECTIVE 3 - TO EVALUATE PERCEPTION OF CONSUMERS TOWARDS DIFFERENT SMARTPHONE BRANDS

.................................................................................................................................................................... 18

OBJECTIVE 4 - TO IDENTIFY THE MOST PREFERRED SMARTPHONE BRAND BY PURCHASE ....................... 20

OBJECTIVE 5 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY AMONGST THE TARGET AUDIENCE ..... 21

OBJECTIVE 1 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY AMONGST THE TARGET AUDIENCE ..... 26

RECOMMENDATIONS ................................................................................................................................. 50

ANNEXURE .................................................................................................................................................. 54

QUESTIONNAIRE ..................................................................................................................................... 54


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INTRODUCTION

THE BLACKBERRY STORY

RIM was founded in 1984 by Mike Lazardis and Douglas Freign in Waterloo, Ontario. The company's first

contract came from General Motors for industrial automation. By the late 1980s, RIM had about US$1

million in sales and about a dozen employees. Over the years, the company evolved with the technology

development and its innovative products. With the integration of specialized servers like the BlackBerry

enterprise server and the Lotus domino server, BlackBerry's consumers were able to get real time data

and emails at any point of time. This feature made BlackBerry distinct among smartphones. The main

USP of blackberry smartphones in terms of hardware was the QWERTY keyboard and the scroll key for

speedy browsing over content. On the software side blackberry was unlike the other PDAs which were

difficult to use, blackberry was easy for the first time user as well as productive for the regular

enterprise user.

BLACKBERRY IN INDIA

BlackBerry entered India in 2004 with the help of carrier Bharti Airtel Ltd. In 2004, BlackBerry targeted

the enterprise and business segments in India. It helped Small and Medium Enterprises to manage their

business communication through its unique feature, Blackberry Message.

RIM changed its pricing multiple times during its India journey, starting as a premium device in 2004 to

offering more than 50% discounts and sub 15,000 Rupee phones in 2014. Evidently the new pricing

strategy is not working for the handset manufacturer.

Distribution was another area where blackberry faltered, the youth and teenager segments were the

fastest growing for BlackBerry in 2010 as the world moved on from the post Nokia era. To reach the

target segment, the company required a wide network of outlets. But unlike its biggest competitor

Nokia, BlackBerry did not have exclusive stores. To improve the enterprise segment sector, RIM added

Ingram Micro as a distributor in August 2011 for India. BlackBerry appointed Redington India as national

distributors for GSM handsets. Also, Brightpoint India was appointed as National distributors for CDMA

and genuine accessories. This move lead to a wider penetration but decline in customer satisfaction and

brand image as the models were placed in with Chinese and Indian replicas from likes of Lava and

Micromax.


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THE DECLINE

Since 2008 blackberry has played second fiddle in the smartphone race to Apple, Samsung and now its

forte BES is being targeted by free services like KNOX by Google & Samsung. The innovator tag has been

long lost and customers are moving away to rivals offering quick upgrades and large application stores.

BLACKBERRY CURRENT SITUATION ANALYSIS


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In between 2011 to 2014 blackberry lost 13 billion in revenues and 13% global smartphone market

share, there was a sudden on spurt of touchscreen devices from Samsung, Apple, HTC, LG and the rise of

Samsung and Apple as global smartphone dominant players had begun. This followed by the meteoric

rise of the budget smartphones from Chinese vendors lead to the demise of the Blackberry market share

as it found itself following the footsteps of the market. The primary reasons identified were lack of

connect of blackberry with the new age executives who preferred an iPhone or a Samsung device, this

survey identifies the shortcomings of blackberry as a brand and recommends a few steps that may help

blackberry revive its smartphone future.

RESEARCH PROBLEM

To design a brand revamp strategy for Blackberry mobiles for young professionals in the age group of

22-30 years.

OBJECTIVES

The study objectives are:

1. To identify the profile of a typical smartphone user in our target segment.

2. What features does the typical user look for in a smartphone?

3. To evaluate perception of consumers towards different smartphone brands.

4. To identify the most preferred smartphone brand by purchase.

5. To identify the brand image of blackberry amongst the target audience.

SCOPE OF THE STUDY

The research was limited to Delhi/NCR region.

The respondents were existing smartphone owners, category shift from non-smartphone owners to

smartphones is not considered under the research design.

The study is focused on only Blackberrys declining smartphone division, all other business lines have

no impact on the research.


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METHODOLOGY

Exploratory Research

Exploratory research is the simplest and most loosely structured design. The basic objective of our

exploratory research was to obtain clarity about the problem situation.

A focus group discussion with ten members was conducted with all the members in the age group of 22-

28 years. The discussion was guided by the following questions.

1. Do you own or have owned a blackberry smartphone?

2. Which smartphone do you currently own and what made you choose it over a blackberry device?

3. What role does a smartphone play in your lifestyle?

4. What features do you look for in a smartphone?

5. What all applications do you use on a frequent basis in a smartphone?

6. Where did you buy your smartphone? why and which mode of payment is convenient for you

7. What would be the price point that would you buy a blackberry smartphone for?

Focus Group Summary

The respondents were of the view that a smartphone is a lifestyle device that is commonly used for

browsing, messaging, taking pictures and listening to music. Most of them owned a Samsung or Apple

smartphone and preferred buying offline as they liked to have a look and feel of the device before

actually purchasing it. The common features they looked for in a smartphone was battery backup and

look and feel also camera quality and affordability were important considerations. The option to buy a

blackberry at a lower price point was not on the cards as they did not find much use for the device in

their daily use.

Secondary Data Analysis

Secondary data analysis was performed by reports from Gartner, Interbrand, GSMA and other online

scholar articles. Social media was also consulted to check the views and opinions of users on blackberry,

Samsung, HTC, Apple, Sony (Twitter/Facebook) social pages and community pages like phonearena, xda-

forum and gsmarena.

Outcomes

The outcome of the above steps of exploratory and secondary research was the help in understanding

the objectives of our study and designing the objectives of our study. The objectives included study of

social media discussions, inclination to buy a smartphone and preferences towards Blackberry.


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After the objectives were defined, the hypothesis of the research were designed to draw conclusions

after the analysis of data which would be collected through the questionnaire. The design of

questionnaire was also conceptualized at the end of this stage.

Unit of Analysis

The research information was collected from individuals between twenty-two and thirty years of age,

and who use smartphones.

Design of Questionnaire

Research objectives were converted into questions to get exact answers from the respondents. Both

formalized concealed and formalized unconcealed questions were framed to map the required

objectives of the study. A self-administered questionnaire was prepared where the respondents read all

the instructions and questions on their own and recorded their responses.

All the questions were Close-ended, with mix of Dichotomous questions, Multiple-choice questions and

Scales. While designing the questionnaire, considerations were made to keep the language simple by

avoiding ambiguous, leading, loaded and double-barreled questions. Branching question was used in the

beginning to identify respondents whether they use social media platforms or not.

Method of administering

Questionnaire was uploaded on Qualtrics-a web based survey service to create online survey link and

the same was distributed to respondents via email. This method ensured anonymity, although response

rate was low.

Sampling Design

Non- probability sampling design was used to select the sample from the population. In this design

method, the elements of the population did not have any known chance of being selected. Survey was

distributed to personal contacts of the researchers. Further, Convenience Sampling method was used as

respondents were selected considering the convenience on the part of the researchers. Information was

collected quickly and inexpensively.

Survey was floated via email and a total of 108 responses were collected. Out of these, 12 respondents

chose NO option in the first branching question and submitted the survey. Thus, a total of 96

respondents filled the survey completely. Out of this due to error in data completion, a total of 18

responses had to be scrapped. The total usable survey respondents at the end of validation is 78.


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LIMITATIONS

Convenience sampling was used and most of the respondents were students pursuing post-graduate

education.

There is no way to tell how truthful and how involved the respondent was while filling thequestionnaire.

The response rate is low since email method was used to administer the online questionnaire.

Most of the respondents were from in and around Delhi so the results cannot be generalized for the

country.

Sample size and diversity was not sufficient.


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DESCRIPTIVE STATISTICS

1. Gender

What is your Gender?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 54 69.2 69.2 69.2

Female 24 30.8 30.8 100.0

Total 78 100.0 100.0

By frequency analysis it can be seen that 69.2% of the respondents are male and 30.8% are

females.


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2. Age

What is your age?


Cumulative

Percent

Valid 18-24 47 60.3 60.3 60.3

25-30 31 39.7 39.7 100.0

Total 78 100.0 100.0

It can be seen that 60.3% respondents are users and 39.7% are non-users.


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3. Income

What is your annual household income?


Cumulative

Percent

Valid Less than Rs. 200000 2 2.6 2.6 2.6

Rs. 200001 - Rs. 500000 22 28.2 28.2 30.8

Rs. 500001 - Rs. 1000000 26 33.3 33.3 64.1

Above Rs. 10 lakh 28 35.9 35.9 100.0

Total 78 100.0 100.0

It can be seen that 69.2% of the respondents have annual income greater than 5 lacs.


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4. Profession

What is your profession?


Cumulative

Percent

Valid Student 62 79.5 79.5 79.5

Business/ Self Employed 1 1.3 1.3 80.8

Private Job 15 19.2 19.2 100.0

Total 78 100.0 100.0

Most of the respondents were students (79.5%) followed by those who were doing private

jobs (19.2%)


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5. Brands that are currently owned by respondents

Which Brand's Smartphone do you currently own?


Cumulative

Percent

Valid Samsung 25 32.1 32.1 32.1

Apple 5 6.4 6.4 38.5

HTC 5 6.4 6.4 44.9

Micromax 3 3.8 3.8 48.7

Karbonn 1 1.3 1.3 50.0

Sony 15 19.2 19.2 69.2

Others, Please Specify 24 30.8 30.8 100.0

Total 78 100.0 100.0

The others which were specified by the respondents include the following distribution

BRAND FREQUENCY

Motorola 9

Google nexus 7

LG 3

Nokia 5

6. Frequency of Changing Mobiles

How often do you change your phone?


Cumulative

Percent

Valid 6-12 months 6 7.7 7.7 7.7

1 -2 years 32 41.0 41.0 48.7

2-3 years 30 38.5 38.5 87.2

more than 3 years 10 12.8 12.8 100.0

Total 78 100.0 100.0

It can be seen that only 7.7% of the users change their phone very frequently i.e. between 6-12 months.

Most of the respondents i.e. 79.5% change their phones between 1-3 years.


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7. Mode of Payment

Which mode of payment do you generally use while buying a smartphone?


Cumulative

Percent

Valid Cash 34 43.6 43.6 43.6

EMI 4 5.1 5.1 48.7

Internet Banking (while

buying online)8 10.3 10.3 59.0

Debit Card/Credit Card 32 41.0 41.0 100.0

Total 78 100.0 100.0

The most widely used payment modes are Cash (43.6%) and Debit/Credit card i.e. 41%

8. Usage

On a daily basis, for how many hours do you use your smart-phone?


Cumulative

Percent

Valid 1 11 14.1 14.1 14.1

3 to less than 6 hours 34 43.6 43.6 57.7

6 to less than 9 hours 20 25.6 25.6 83.3

Greater than 9 hours 13 16.7 16.7 100.0

Total 78 100.0 100.0

We are taking the people who use more than 6 hours as heavy users, thus 42.3% of the

users are heavy users of smart phone.


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9. Place of Purchase

Statistics

Where do you buy

your smartphones

from?-Big Retail

stores like Croma,

Reliance Digital

Where do you buy

your smartphones

from?-Online

Websites

Where do you buy

your smartphones

from?-Mobile Shops

Where do you buy

your smartphones

from?-Others,

Please specify

N Valid 21 27 49 3

Missing 57 51 29 75

This was a multiple choice question. It is clear that 62.8% of the respondents are using

mobile shops as one of the preferred medium to buy the smart phones. The next popular

purchase medium is Online websites.

The three respondents who said others mentioned retail store, mobile store and one

respondents brother used to send the phones from abroad. Thus the first 2 responses from

the others category can also be included under the mobile shops category.

10. Applications Generally Being Used

Statistics

What all

applications do

you generally

use in your

smartphone?-

Office Apps.(

Word,PowerPoint,

Excel etc.)

What all

applications do

you generally

use in your

smartphone?-

Lifestyle

What all

applications do

you generally

use in your

smartphone?-

Entertainment

What all

applications do

you generally

use in your

smartphone?-

Photography

What all

applications do

you generally

use in your

smartphone?-

Tools/Utilities(

Torch, BarCode Scanner

etc.)

What all

applications do

you generally

use in your

smartphone?-

Others, please

specify

NValid 67 30 67 54 45 17

Missing 11 48 11 24 33 61


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11. Education

Please specify your Education.

Frequency Percent Valid Percent Cumulative

Percent

Valid

Under-graduate 38 48.7 48.7 48.7

Post-Graduate 36 46.2 46.2 94.9

Others 4 5.1 5.1 100.0

Total 78 100.0 100.0

OBJECTIVE 2 - WHAT FEATURES DOES THE TYPICAL USER LOOK FOR IN A

SMARTPHONE?


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The feature importance by rank for smartphone users is:

Feature Rank

Battery Life 1

Look and feel 2

Ease of use 3Storage Memory 3

Applications 4

Camera Quality 5

Office utility 5

According to the survey smartphone users consider battery life to be the most important

consideration while buying a smartphone. The IDC's latest Global ConsumerScape 360 study

which surveyed over 50,000 consumers across the Americas, Asia/Pacific, CEMA and Western

Europe also mentions that 9 out of 10 buyers would prefer a brand that has exceptional battery

life and can compromise on features including App store size.

Battery life is followed by look and feel, customers are spoilt for choice in the smartphone

market and prefer models that have a certain aesthetic that they can associate with, some

users prefer HTC/Apples aluminum finish, and others desire the smoothness and durability

offered by polycarbonate models from Samsung and Nokia. With thinner and premium looking

models moving in every month, design of the smartphone from a manufacturer plays a key role

in gaining consumer momentum.

Ease of use, Large internal storage, Size of Appstore, camera quality and office utility also rank

high in shifting consumers perspective towards a smartphone brand.

Also, the factor analysis was done for this objective and following four factors were identified

from the rotated component matrix.

1. Productivity

2. Premiumness

3. Value proposition

4. Availability


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Rotated Component Matrix

Component

1 2 3 4

Please rate the following factors, you look for in a smartphone,

on a scale of 1 to 5, with 1 bei...-Availability

.765


on a scale of 1 to 5, with 1 bei...-After sales service

.571


on a scale of 1 to 5, with 1 bei...-Affordability

.689


on a scale of 1 to 5, with 1 bei...-Look and Feel

.573 .603


on a scale of 1 to 5, with 1 bei...-Ease of Use

.742


on a scale of 1 to 5, with 1 bei...-Mobile Applications

.529


on a scale of 1 to 5, with 1 bei...-Camera Quality

.791


on a scale of 1 to 5, with 1 bei...-Office Utility (Document

Editing, E-Mail, Interoperability)

.780


on a scale of 1 to 5, with 1 bei...-Smart Assistant (Siri, Google

Now)

.587


on a scale of 1 to 5, with 1 bei...-Battery Life

.723


on a scale of 1 to 5, with 1 bei...-Memory Storage

.554


on a scale of 1 to 5, with 1 bei...-Brand Image

.731

Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.

a

a. Rotation converged in 7 iterations.

Next cluster analysis was performed on the factors.


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OBJECTIVE 3 - TO EVALUATE PERCEPTION OF CONSUMERS TOWARDS

DIFFERENT SMARTPHONE BRANDS

For determining whether the perception of users on different parameters such as after sales

service, affordability etc. varied across different brands we used one way ANOVA.

Ho: The perception for availability for all the brands is same

H1: The perception for availability for at least 2 brands is different

We got the following results:

ANOVA

Sum of Squares df Mean Square F Sig.

AvailabilityBetween Groups 185.600 5 37.120 36.226 .000Within Groups 473.397 462 1.025

Total 658.998 467

After Sales Service

Between Groups 82.831 5 16.566 15.219 .000

Within Groups 502.885 462 1.088

Total 585.716 467

Affordability

Between Groups 252.863 5 50.573 49.149 .000

Within Groups 475.385 462 1.029

Total 728.248 467

Look and Feel

Between Groups 154.037 5 30.807 27.362 .000

Within Groups 520.170 462 1.126

Total 674.207 467

Ease of use

Between Groups 92.840 5 18.568 18.022 .000

Within Groups 475.987 462 1.030

Total 568.827 467

Mobile Applications

Between Groups 139.376 5 27.875 28.012 .000

Within Groups 459.744 462 .995

Total 599.120 467

Camera Quality

Between Groups 146.908 5 29.382 30.552 .000

Within Groups 444.295 462 .962Total 591.203 467

Office Utility

Between Groups 11.308 5 2.262 2.356 .040

Within Groups 443.385 462 .960

Total 454.692 467

Smart AssistanceBetween Groups 114.966 5 22.993 19.131 .000

Within Groups 555.256 462 1.202


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Total 670.222 467

Battery Life

Between Groups 2.299 5 .460 .413 .840

Within Groups 514.590 462 1.114

Total 516.889 467

Memory Storage

Between Groups 45.709 5 9.142 2.014 .075

Within Groups 2097.615 462 4.540

Total 2143.325 467

Brand Image

Between Groups 160.786 5 32.157 27.969 .000

Within Groups 531.179 462 1.150

Total 691.966 467

We found that for all the parameters except battery life and memory storage the perceptions

of customers varied across the brands.

Now by conducting post hoc analysis the following output is obtained

Parameter Winner Brand

Availability Samsung

After sales service Samsung, Apple and Sony

Affordability Micromax

Look and Feel Apple

Ease of Use Samsung, Apple , Sony, Micromax, HTC

Mobile Applications Samsung, Apple , Sony, HTC

Camera Quality Apple and Sony

Office Utility (Document Editing, E-Mail, Interoperability) No significant difference

Smart Assistant (Siri, Google Now) Apple

Brand Image Apple

This analysis was done on the basis of the responses to the question 12 and 13. Through the

analysis of question 12 we found out the importance of each of the twelve parameters for the

user. The 12 parameters were as follows:

After sales service

Affordability

Look and Feel

Ease of Use

Mobile Applications

Camera Quality

Office Utility (Document Editing, E-Mail, Interoperability)

Smart Assistant (Siri, Google Now)

Battery Life

Memory Storage

Brand Image


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The importance of each parameter for each respondent is multiplied by his response on the

Likert scale in the question 13 for each brand .This will give an overall score for each

respondent on each parameter and for each brand. On the basis of these scores we found out

the cumulative scores for each brand and that revealed the following results

Avg. Perception

Score

Brand

181.3589744 Apple

178.6153846 Samsung

169.4871795 Sony

165.8076923 HTC

159.2820513 Micromax

134.6923077 Blackberry

Reference: Excel named preference ranking

Thus it can be concluded the most favourable perception is for Apple and most unfavorable for

Blackberry.

OBJECTIVE 4 - TO IDENTIFY THE MOST PREFERRED SMARTPHONE

BRAND BY PURCHASE

In order to analyze this objective we used the response to question 14 which asks about the

likelihood to buy the six brands taken up for the study. The question 14 is a Likert scale

question with 1 being definitely not buy and 5 being definitely buy.

The average score was taken for all the five brands and the findings are as follows:

Buying

Preference

Brand

3.846153846 Apple

3.41025641 Samsung

3.205128205 HTC

3.205128205 Sony

2.282051282 Micromax

2.102564103 Blackberry

Reference: Excel named preference ranking


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Thus the maximum inclination was to purchase Apple and minimum inclination was to purchase

Blackberry.

We also found out the correlation between the perception of the brand and the inclination to

purchase of the brand. This is done using spearman rank correlation.

OBJECTIVE 5 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY

AMONGST THE TARGET AUDIENCE

With the help of Qualitative analysiswe identified that respondents believed that Blackberry

was outdated going by todays customer requirements and was too dull. They believed that

Blackberry lacked the variety and freedom provided by other OS platforms like Android. There

seems to be a silver lining in the cloud because respondents wish to see Blackberry coming back

in a new Avatar.

Here, through multidimensional scaling we are trying to plot visually the perceptions and

preferences of individuals as per the various attributes such as availability, after sales service,

battery life, brand image etc. for 6 different brands of smartphones: Blackberry, Samsung,

Apple, Micromax, HTC and Sony.

Here for conducting the multidimensional scaling we did not have a preference or similarity

data, so we used factor analysis to obtain the dimensions for the basis of comparison of the

various brands.

We calculate the mean of individual rate the respondents gave to each attribute per

smartphone brand and on the basis of this Factor Analysis is done.


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Brands Availability

After

Sales

Service Affordability

Look

and

Feel

Ease of

Use

Mobile

Apps

Camera

Quality

Office

Utility

Smart

Assistance

Battery

Life

Storage

Memory

Brand

Image

Blackberry 2.49 2.56 2.85 2.73 2.53 2.47 2.82 3.44 2.33 3.18 2.88 2.99

Samsung 4.53 3.74 3.81 3.04 3.81 4.15 3.77 3.60 3.41 3.24 3.72 3.86

Apple 3.47 3.67 2.09 4.32 3.85 3.91 4.35 3.83 3.96 3.74 3.74 4.53

Micromax 3.94 2.87 4.44 2.69 3.47 3.63 2.86 3.38 2.92 3.23 3.31 2.72

HTC 3.19 3.05 3.14 3.53 3.64 3.87 3.59 3.45 3.06 3.24 3.58 3.58

Sony 3.37 3.32 3.19 3.64 3.59 3.83 3.47 3.47 2.97 3.10 3.62 3.62


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Rotated Component Matrix

Component

1 2

Availability .926

After Sales Service .799

Affordability -.910

LookandFeel .890

EaseofUse .920

MobileApplications .956

CameraQuality .831

OfficeUtility .890

SmartAssistance .692

BatteryLife .837

StorageMemory .861

BrandImage .879Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

a.

a. Rotation converged in 3 iterations.

Through Factor Analysis we receive two factors that explain 91.56% of the variation. On suppressing the

value below 0.69, we get:

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

1 8.206 68.381 68.381 8.206 68.381 68.381 5.703 47.521 47.521

2 2.782 23.181 91.561 2.782 23.181 91.561 5.285 44.040 91.561

3 .638 5.319 96.881

4 .337 2.812 99.693

5 .037 .307 100.000

61.011E-

013

1.091E-013 100.000

71.004E-

013

1.035E-013 100.000

8

1.003E-

013

1.025E-013 100.000

91.001E-

013

1.009E-013 100.000

101.000E-

013

1.002E-013 100.000

11-1.001E-

013

-1.008E-013 100.000

12-1.008E-

013

-1.069E-013 100.000

Extraction Method: Principal Component Analysis.


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Naming of the Factors:

Factor 1- Premiumness

This factor incorporates the attributes of

Affordability (we have negative affordability: this implies that the respondents accept

premium pricing of the smartphone)

Look and Feel

Camera Quality

Office Utility

Battery Life

Brand Image

Factor 2- Convenience

This factor includes the following attributes

Availability

After Sales Service

Ease of Use

Mobile Applications

Smart Assistance

Storage Memory

Now, considering these two factors as similar to two dimensions for the multidimensional

scaling. However this is more genuine data as it is based on actual attributes that were later

condensed into two factors. With these two factors we will make a two dimensional map.

Brands Premiumness Convenience

Blackberry -0.21549 -1.8488

Samsung -0.31642 1.20169

Apple 1.82567 0.18318

Micromax -1.22969 0.27519

HTC 0.02346 0.02091

Sony -0.08753 0.16783


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OBJECTIVE 1 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY

AMONGST THE TARGET AUDIENCE

Cluster Analysis

Hierarchical Cluster Analysis

Agglomeration Schedule

Stage

Cluster Combined

Coefficients

Stage Cluster FirstAppears

NextStageCluster 1 Cluster 2 Cluster 1 Cluster 2

1 23 55 0.000 0 0 5

2 58 67 .081 0 0 30

3 53 74 .086 0 0 12

4 28 51 .086 0 0 6

5 23 49 .086 1 0 29

6 27 28 .170 0 4 13

7 71 76 .181 0 0 23

8 6 63 .194 0 0 45

9 42 72 .199 0 0 20

10 31 54 .302 0 0 16

11 43 46 .332 0 0 17

12 48 53 .365 0 3 20

13 22 27 .367 0 6 26

14 38 69 .395 0 0 31

15 33 65 .435 0 0 38

16 19 31 .458 0 10 40

17 2 43 .477 0 11 39

18 13 32 .492 0 0 43

19 37 50 .535 0 0 29

20 42 48 .545 9 12 26

21 11 61 .583 0 0 53

22 10 70 .584 0 0 41

23 24 71 .715 0 7 35

24 59 68 .758 0 0 27

25 25 36 .819 0 0 51


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26 22 42 .841 13 20 33

27 17 59 .917 0 24 43

28 12 52 .992 0 0 50

29 23 37 .993 5 19 42

30 58 73 1.035 2 0 55

31 38 56 1.036 14 0 52

32 5 30 1.068 0 0 67

33 3 22 1.109 0 26 39

34 16 60 1.119 0 0 63

35 24 44 1.155 23 0 46

36 14 57 1.183 0 0 64

37 18 26 1.210 0 0 44

38 33 34 1.289 15 0 56

39 2 3 1.325 17 33 52

40 19 21 1.384 16 0 58

41 4 10 1.414 0 22 5342 8 23 1.437 0 29 48

43 13 17 1.442 18 27 54

44 1 18 1.513 0 37 66

45 6 40 1.585 8 0 57

46 24 77 1.588 35 0 55

47 7 45 1.601 0 0 62

48 8 78 1.871 42 0 56

49 9 66 1.915 0 0 54

50 12 62 1.962 28 0 61

51 25 47 1.978 25 0 57

52 2 38 2.133 39 31 59

53 4 11 2.351 41 21 66

54 9 13 2.533 49 43 58

55 24 58 2.622 46 30 64

56 8 33 2.641 48 38 63

57 6 25 2.850 45 51 69

58 9 19 2.876 54 40 65

59 2 29 3.062 52 0 62

60 41 75 3.091 0 0 67

61 12 35 3.169 50 0 72

62 2 7 3.445 59 47 65

63 8 16 4.044 56 34 69

64 14 24 4.284 36 55 68

65 2 9 4.293 62 58 68

66 1 4 4.946 44 53 71

67 5 41 5.453 32 60 73

68 2 14 5.549 65 64 70


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69 6 8 6.341 57 63 70

70 2 6 6.834 68 69 71

71 1 2 8.143 66 70 72

72 1 12 9.320 71 61 74

73 5 20 12.285 67 0 74

74 1 5 13.830 72 73 75

75 1 39 14.894 74 0 76

76 1 64 18.534 75 0 77

77 1 15 19.736 76 0 0

Cluster Membership

Case8

Clusters7

Clusters6

Clusters5

Clusters4

Clusters3

Clusters2

Clusters

1 1 1 1 1 1 1 1

2 2 1 1 1 1 1 1

3 2 1 1 1 1 1 1

4 1 1 1 1 1 1 1

5 3 2 2 2 1 1 1

6 2 1 1 1 1 1 1

7 2 1 1 1 1 1 1

8 2 1 1 1 1 1 1

9 2 1 1 1 1 1 1

10 1 1 1 1 1 1 1

11 1 1 1 1 1 1 1

12 4 3 1 1 1 1 1

13 2 1 1 1 1 1 1

14 2 1 1 1 1 1 1

15 5 4 3 3 2 2 2

16 2 1 1 1 1 1 1

17 2 1 1 1 1 1 1

18 1 1 1 1 1 1 1

19 2 1 1 1 1 1 1

20 6 5 4 2 1 1 1

21 2 1 1 1 1 1 1

22 2 1 1 1 1 1 1

23 2 1 1 1 1 1 1

24 2 1 1 1 1 1 1

25 2 1 1 1 1 1 1

26 1 1 1 1 1 1 1

27 2 1 1 1 1 1 1

28 2 1 1 1 1 1 1

29 2 1 1 1 1 1 1

30 3 2 2 2 1 1 1


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31 2 1 1 1 1 1 1

32 2 1 1 1 1 1 1

33 2 1 1 1 1 1 1

34 2 1 1 1 1 1 1

35 4 3 1 1 1 1 1

36 2 1 1 1 1 1 1

37 2 1 1 1 1 1 1

38 2 1 1 1 1 1 1

39 7 6 5 4 3 1 1

40 2 1 1 1 1 1 1

41 3 2 2 2 1 1 1

42 2 1 1 1 1 1 1

43 2 1 1 1 1 1 1

44 2 1 1 1 1 1 1

45 2 1 1 1 1 1 1

46 2 1 1 1 1 1 147 2 1 1 1 1 1 1

48 2 1 1 1 1 1 1

49 2 1 1 1 1 1 1

50 2 1 1 1 1 1 1

51 2 1 1 1 1 1 1

52 4 3 1 1 1 1 1

53 2 1 1 1 1 1 1

54 2 1 1 1 1 1 1

55 2 1 1 1 1 1 1

56 2 1 1 1 1 1 1

57 2 1 1 1 1 1 1

58 2 1 1 1 1 1 1

59 2 1 1 1 1 1 1

60 2 1 1 1 1 1 1

61 1 1 1 1 1 1 1

62 4 3 1 1 1 1 1

63 2 1 1 1 1 1 1

64 8 7 6 5 4 3 1

65 2 1 1 1 1 1 1

66 2 1 1 1 1 1 1

67 2 1 1 1 1 1 1

68 2 1 1 1 1 1 1

69 2 1 1 1 1 1 1

70 1 1 1 1 1 1 1

71 2 1 1 1 1 1 1

72 2 1 1 1 1 1 1

73 2 1 1 1 1 1 1


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74 2 1 1 1 1 1 1

75 3 2 2 2 1 1 1

76 2 1 1 1 1 1 1

77 2 1 1 1 1 1 1

78 2 1 1 1 1 1 1


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Analysis:

1. From the Agglomeration schedule it can be seen that the different between the

coefficients is maximum 75th

and 76th

stage. Thus, it is a 2 cluster solution.

2. From the Cluster membership table, we see that almost all of the respondents fall

under one cluster, except for respondent 15. Thus, it is a 1 cluster solution. The same

can be seen graphically from the Dendogram.

Two-Step Cluster

Clustering Criterion: Akaikes Information Criterion (AIC)


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Clustering Criterion: Schwarzs Bayesian Criterion (BIC)

Analysis

1. From the Two-step cluster method, we get only a 1 cluster solution.

Combined Analysis:

Since most of the results confirm that it is a 1 cluster solution, we cannot segregate the

respondents into 2 or more clusters based on the Factors they look into when it comes to a

Smartphone.

Cluster AnalysisPsychographics

First, a Factor Analysis was done and 3 factors were identified out of the 9 Likert scale statements

pertaining to the respondents personality and lifestyle.

Factor Analysis


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Communalities

Initial Extraction

Express your level of agreement /disagreement for the followingstatements:-I like to try new and differentthings

1.000 .654

Express your level of agreement /disagreement for the followingstatements:-I like to travel a lot

1.000 .430

Express your level of agreement /disagreement for the followingstatements:-My greatest achievementsare ahead of me

1.000 .809

Express your level of agreement /disagreement for the followingstatements:-I am more conventional thanexperimental

1.000 .434

Express your level of agreement /disagreement for the following

statements:-I prefer shopping on-line,rather than at physical stores

1.000 .637

Express your level of agreement /disagreement for the followingstatements:-I am a heavy user of CreditCard User

1.000 .494

Express your level of agreement /disagreement for the followingstatements:-I prefer to use domesticbrands instead of international ones

1.000 .317

Express your level of agreement /disagreement for the followingstatements:-I like to keep up-to-date with

new technology

1.000 .573

Express your level of agreement /disagreement for the followingstatements:-I am present on more thanone social media platforms (Facebook,Twitter, LinkedIn etc)

1.000 .587



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Express your level of agreement / disagreement forthe following statements:-I am present on morethan one social media platforms (Facebook,Twitter, LinkedIn etc)

.541 .336 .427


Rotation Method: Varimax with Kaiser Normalization.a. Rotation converged in 4 iterations.

Analysis:

1. From the Rotated component matrix, 3 factors were identified (using 0.6 as the cut-off

value)

a. Factor 1Experimental

b. Factor 2Heavy Shopper

c. Factor 3Achievement Seeking

These factor scores were then used for Clustering respondents based on their psychographic

profile.

Hierarchical Cluster Analysis

Agglomeration Schedule

Stage

Cluster Combined

Coefficients

Stage Cluster FirstAppears

NextStageCluster 1 Cluster 2 Cluster 1 Cluster 2

1 4 40 0.000 0 0 24

2 26 53 .024 0 0 8

3 34 49 .045 0 0 12

4 29 77 .047 0 0 31

5 46 50 .052 0 0 17

6 9 51 .065 0 0 27

7 2 73 .066 0 0 10

8 26 31 .071 2 0 26

9 10 16 .097 0 0 22

10 2 28 .101 7 0 18


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11 11 70 .104 0 0 24

12 32 34 .110 0 3 28

13 57 78 .140 0 0 55

14 27 68 .158 0 0 36

15 48 52 .162 0 0 22

16 36 62 .173 0 0 36

17 46 75 .173 5 0 35

18 2 7 .179 10 0 40

19 18 63 .189 0 0 42

20 33 44 .191 0 0 38

21 14 69 .191 0 0 65

22 10 48 .203 9 15 44

23 1 67 .213 0 0 33

24 4 11 .247 1 11 41

25 19 43 .248 0 0 29

26 26 41 .266 8 0 4427 9 24 .276 6 0 41

28 3 32 .292 0 12 47

29 19 56 .321 25 0 52

30 13 35 .328 0 0 34

31 20 29 .391 0 4 49

32 60 66 .419 0 0 52

33 1 65 .445 23 0 48

34 13 55 .445 30 0 50

35 17 46 .473 0 17 48

36 27 36 .477 14 16 54

37 71 76 .495 0 0 61

38 8 33 .533 0 20 46

39 72 74 .534 0 0 67

40 2 22 .556 18 0 49

41 4 9 .595 24 27 47

42 18 38 .608 19 0 54

43 12 42 .674 0 0 56

44 10 26 .759 22 26 59

45 15 58 .767 0 0 62

46 8 59 .812 38 0 57

47 3 4 .817 28 41 57

48 1 17 .917 33 35 60

49 2 20 .928 40 31 59

50 6 13 .947 0 34 60

51 45 47 1.041 0 0 58

52 19 60 1.096 29 32 58

53 23 39 1.115 0 0 70


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54 18 27 1.273 42 36 63

55 37 57 1.325 0 13 65

56 12 61 1.383 43 0 72

57 3 8 1.434 47 46 64

58 19 45 1.514 52 51 66

59 2 10 1.618 49 44 64

60 1 6 1.704 48 50 63

61 21 71 1.879 0 37 70

62 15 54 2.113 45 0 77

63 1 18 2.120 60 54 68

64 2 3 2.237 59 57 68

65 14 37 2.426 21 55 71

66 5 19 2.531 0 58 67

67 5 72 4.149 66 39 69

68 1 2 4.328 63 64 71

69 5 64 4.606 67 0 7370 21 23 4.794 61 53 76

71 1 14 4.948 68 65 74

72 12 30 5.302 56 0 74

73 5 25 6.285 69 0 75

74 1 12 7.162 71 72 75

75 1 5 7.943 74 73 76

76 1 21 9.308 75 70 77

77 1 15 12.169 76 62 0

Cluster Membership

Case5

Clusters4

Clusters3

Clusters2

Clusters

1 1 1 1 1

2 1 1 1 1

3 1 1 1 1

4 1 1 1 1

5 2 2 1 1

6 1 1 1 1

7 1 1 1 1

8 1 1 1 1

9 1 1 1 1

10 1 1 1 1

11 1 1 1 1

12 3 1 1 1

13 1 1 1 1

14 1 1 1 1

15 4 3 2 2


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16 1 1 1 1

17 1 1 1 1

18 1 1 1 1

19 2 2 1 1

20 1 1 1 1

21 5 4 3 1

22 1 1 1 1

23 5 4 3 1

24 1 1 1 1

25 2 2 1 1

26 1 1 1 1

27 1 1 1 1

28 1 1 1 1

29 1 1 1 1

30 3 1 1 1

31 1 1 1 132 1 1 1 1

33 1 1 1 1

34 1 1 1 1

35 1 1 1 1

36 1 1 1 1

37 1 1 1 1

38 1 1 1 1

39 5 4 3 1

40 1 1 1 1

41 1 1 1 1

42 3 1 1 1

43 2 2 1 1

44 1 1 1 1

45 2 2 1 1

46 1 1 1 1

47 2 2 1 1

48 1 1 1 1

49 1 1 1 1

50 1 1 1 1

51 1 1 1 1

52 1 1 1 1

53 1 1 1 1

54 4 3 2 2

55 1 1 1 1

56 2 2 1 1

57 1 1 1 1

58 4 3 2 2


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59 1 1 1 1

60 2 2 1 1

61 3 1 1 1

62 1 1 1 1

63 1 1 1 1

64 2 2 1 1

65 1 1 1 1

66 2 2 1 1

67 1 1 1 1

68 1 1 1 1

69 1 1 1 1

70 1 1 1 1

71 5 4 3 1

72 2 2 1 1

73 1 1 1 1

74 2 2 1 175 1 1 1 1

76 5 4 3 1

77 1 1 1 1

78 1 1 1 1


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Two-Step ClusterClustering Criterion: Akaikes Information Criterion (AIC)

Clustering Criterion: Schwarzs Bayesian Criterion (BIC)

Analysis:

1. From the Agglomeration Schedule, it can be seen that we have a 2 cluster solution, which is also

pictorially represented in the Dendogram.


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2. A considerable number of cases move from cluster 1 to cluster 2 or 3 when we move from the 2

cluster solution to the 3 cluster solution column, in the cluster membership table. Thus we have

a 2 cluster solution.

3. From the Two-step solution, we get a 2 cluster solution when we use the AIC clustering

criterion.

We conducted a K-means cluster using 2 clusters as a fixed criterion. This gave us a overview of how the

2 cluster varied in terms of the underlying psychographic factors.

K-Means cluster

Thus, we see that Cluster 1is a heavy shopping & Achievement seeking cluster, whereas, Cluster 2are

comprised of Experimenters. We thus have 2 distinct clusters when respondents are split in terms of

their psychographic profile. We then proceeded to profile each of these cluster based on demographic

parameters, usage pattern and other relevant factors.


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Cluster ProfilingAge is the only demographic factor that had a significant relationship with cluster membership, as

shown below.

Cluster Number of Case - Psychographics * What is your age?


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From the Chi-Sqr. analysis, it is evident that there is a significant relation between age and the

psychographic cluster membership. The bar chart depicts that, young customers (18 24 yrs)

are more experimental in nature.

Since all other demographic & usage factors did not have a significant relationship with the

cluster membership, we are presenting just the sample demographics of each cluster, in the

following bar-graphs:


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The household income does not vary between different clusters. 46% of the experimenters lie in the

above Rs 10 lakh segment. 96 % of the respondents lie in the Rs 20000 to Rs 10 lakh segment.


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Most of the respondents are under graduate or post graduate.


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Both Heavy shoppers and experimenters perceive Blackberry to be a professional brand.


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RECOMMENDATIONS

Young executives are open to experience and demanding when it comes to high involvement

products like mobile phones, with this customer segment in mind lets look at the marketing

strategies for blackberry for a successful revamp

1. Product:

a) Customers desire a brand that is synonymous for products that provide a high battery

backup, looks and feels premium, is easy to use and has a high storage space available.

According to post hoc analysis customers do not associate any brand in general for battery

backup or storage space and this can be leveraged in favor of blackberry. Blackberrys

current offerings feature 1800 to 2000 mAh battery packs which through software

optimizations work well for a day but in the age where competition is coming in with 3000-

5000mah batteries to differentiate its offerings as a battery durable offering, blackberry can

imbibe dual carbon quick charging battery packs that will reduce the charging time from

few hours to a few minutes. For storage extended Nand array solutions from Samsung can

be brought in to give storage way above the market offerings currently.

b) Secondly, the look and feelof the device should be premium. With competitors bringing in

leather, glass and metal based designs to the market, blackberry can position itself

differently by introducing a new lineage of materials like soft-rubber and curved glass. Apart

from this it can move away from the tried and tested rectangular phones to more rounded

designs with bendable displays folded to form multiple display devices that can act as

smartphones with the main screen on and as feature phones with the auxiliary screen

providing access to call, sms and apps like whatsapp etc.

c) The third important feature that customers desire is ease of use, iOs is known for being

handy from the get go and android even though is heavily customizable is very easy to use,

even for first time users. Blackberry OS10 on the other hand with the multi gesture usage

and app store with small number of Applicationsis very difficult to use and has been rated

very low on functionality. The ideal recommendation for blackberry would be to adopt a

version of android into its fold with access to play store and all of Google apps to give a

more functional identity to the phone (as most customers have reported blackberry to be


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low on functionality), extending android and building into it its core BES (Blackberry

Enterprise solutions) would provide blackberry a secure OS with premium features as

desired by corporate users.

2. Price:

Price sensitivity for users was according to device functionality with customers being less

sensitive for a preferred brand like Apple and willing to spend between (40,000-70,000

Rupees) for a device. For the least preferred brand like Blackberry pricing was not a criteria

as customers did not find the device functional and were very insensitive to the brand. So

for a pricing strategy first Blackberry has to be moved to the desired or evoked set of

customers brand identification, without which the price analysis becomes extremely

difficult.

3. Place:

Customers prefer to buy offline as they prefer the look and feel of the product when looking

for a device. The distribution of blackberry has to be focused around the offline channel

building by offering high retailer margins and going in for store in store concepts to make

phone available across all regions.

4. Promotions:

The image of blackberry is professional across both clusters heavy shoppers andexperimenters and there is good connect with young executive, but to identify with the new

age customers who are more experimental and open to experience the identity has to

change from blackberry boys to a more modern Millennials-connected everywhere.

The communication could be designed around office anywhere, young professionals who

have non-conventional job profiles like wild-life photographers who need a device as a

complete office solution.

Secondary communication around device features like: Battery, portable office, ease of use.Secondly, Since major respondents (50%) preferred purchasing devices by credit/debit

cards, promotions can be designed around tie-ups with payment providers like paytm,

PayPal and card providers like Visa, MasterCard with added points and benefits associated

with each device purchase and extended payment period/financing options.


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Revamp Position:

Blackberry is desired by customers to make a comeback with a much needed brand change and

change of identity with a focus on features desired by customers, the positioning of the brand

has to move from:

What customers desire from the brand:


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ANNEXURE

QUESTIONNAIRE

Q1 Are you a smart-phone user? If your answer is NO, please Exit the survey.

Yes (1)

No (2)

If Yes Is Selected, Then Skip to Which Smartphone do you currently own? If No Is Selected, Then Skip to

End of Survey

Q2 Which Brand's Smartphone do you currently own?

Samsung (1)

Apple (2)

HTC (3)

Micromax (4)

Karbonn (5)

Sony (6)

Others, Please Specify (7) ____________________

Q3 Please list the last three smartphones you bought?

Q4 How often do you change your phone?

0-6 months (1)

6-12 months (2)

1 -2 years (3)

2-3 years (4)

more than 3 years (5)


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Q5 where do you buy your smartphones from?

Big Retail stores like Croma, Reliance Digital (1)

Online Websites (2)

Mobile Shops (3)

Others, Please specify (4) ____________________

Q6 Which mode of payment do you generally use while buying a smartphone?

Cash (1)

EMI (2)

Internet Banking (while buying online) (3)

Debit Card/Credit Card (4)

Q7 Why did you buy your current smartphone?

Q8 What all applications do you generally use in your smartphone?

Office Apps (Word, PowerPoint, Excel etc.) (1)

Lifestyle (2)

Entertainment (3)

Photography (4)

Tools/Utilities (Torch, Barcode Scanner etc.) (5)

Others, please specify (6) ____________________

Q9 On a daily basis, for how many hours do you use your smart-phone?

(1)

3 to less than 6 hours (2)

6 to less than 9 hours (3)

Greater than 9 hours (4)

Q10 Express your level of agreement / disagreement for the following statements:

Strongly Disagree

(1)

Disagree (2) Neither Agree nor

Disagree (3)

Agree (4) Strongly Agree

I like to try new

and different

things (1)

I like to travel a lot

(2)

My greatest

achievements are

ahead of me (3)

I am more

conventional than

experimental (4)


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I prefer shopping

on-line, rather

than at physical

stores (5)

I am a heavy user

of Credit Card

User (6)

I prefer to use

domestic brands

instead of

international ones

(7)

I like to keep up-

to-date with new

technology (8)

I am present on

more than one

social mediaplatforms

(Facebook,

Twitter, LinkedIn

etc) (9)

Q11 Express your level of agreement / disagreement for the following statements:

Strongly Disagree

(1)

Disagree (2) Neither Agree

nor Disagree (3)

Agree (4) Strongly Agree

(5)

I mainly use my

phone for work

related/functional

purposes (1)

My mobile phone

is my social lifeline

(2)

I regularly use my

phone for

entertainment

purposes like

Gaming etc. (3)

Mobile proves a

boon to my busyschedule (4)


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Q12 Please rate the following factors, you look for in a smartphone, on a scale of 1 to 5, with 1 being the

least Important and 5 being the most important

Least Important

(1)

Unimportant (2) Neither

Important nor

Unimportant (3)

Important (4) Most Important

(5)

Availability (1)

After sales service

(2)

Affordability (3)

Look and Feel (4)

Ease of Use (5)

MobileApplications

(6)

Camera Quality (7)

Office Utility(Document Editing,

E-Mail,

Interoperability)

(8)

Smart Assistant

(Siri, Google Now)

(9)

Battery Life (10)

Memory Storage

(11)

Brand Image (12)

Q13 Please rate the following smartphones on the given factors, according to your perception, on a

scale of 1 to 5, with 1 being the least and 5 being the highest.

Blackberry

(1)

Samsung (2) Apple (3) Micromax

(4)

HTC (5) Sony (6)

Availability (1)

After sales

service (2)

Affordability (3)

Look and Feel (4)

Ease of Use (5)

Mobile

Applications (6)

Camera Quality

(7)


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Office Utility

(Document

Editing, E-Mail,

Interoperability)

(8)

Smart Assistant

(Siri, Google

Now) (9)

Battery Life (10)

Storage Memory

(11)

Brand Image (12)

Q14 Please rate your likelihood to buy the following brands of smart-phones.

Definitely Not

Buy (1)

Not Buy (2) Maybe (3) Will Buy (4) Definitely Buy

(5)

Samsung (1)

Apple (2)

Blackberry (3)

Micromax (4)

HTC (5)

Sony (6)

Q15 How likely are you to recommend a Blackberry smartphone to someone?

Very Unlikely (1) Somewhat

Unlikely (2)

Undecided (3) Somewhat

Likely (4)

Very Likely (5)

Recommend (1)

Q16 What are the top 3 features you look for in a smartphone while buying?

Q17 How do you view Blackberry as a person?

Professional (1)

Sporty (2)

Fun-Loving (3)

Stylish/Trendy (4)



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Q18 If Blackberry were to die tomorrow, what would you write in its obituary?

Q19 If you were a doctor and Blackberry was your patient, what would you recommend to it?

Q20 What is your Gender?

Male (1)

Female (2)

Q21 What is your age?

18-24 (1)

25-30 (2)

Q22 What is your annual household income?

Less than Rs. 200000 (1)

Rs. 200001 - Rs. 500000 (2)

Rs. 500001 - Rs. 1000000 (3)

Above Rs. 10 lakh (4)

Q23 What is your profession?

Student (1)

Business/ Self Employed (2)

Government Employee (3)

Private Job (4)


Q24 Please specify your Education.

Under-graduate (1)

Post-Graduate (2)

Doctorate (3)

Others (4)

Blackberry Revamp Strategy

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