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Blackberry Competitive Brand Analysis Research Proposal

Prepared By: Fox Marketing Consultants

Philadelphia, PA

Prepared For: Research In Motion

Waterloo, Ontario, Canada

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Table of Contents

• Research Objectives• Methodology and

Questionnaire Content• Key Deliverables and

Analysis• Timing• Costs• Our Team

Content Page

3-4

10-22

23-24

25-26

27-29

5-9

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Research Objectives

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Research Objectives

• 10 minute online survey• Understand awareness, trial and usage of

Blackberry products• Understand factors that are driving

purchase decisions• Understand positioning opportunities

relative to the competition• Awareness and impact of TV/Print/Online

advertising

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Methodology and Questionnaire Content

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MethodologyMethodology

1. Survey monkey will be used to conduct the online questionnaire.

2. Participants will be contacted via Facebook and email.

3. 125 Surveys will be collected, 25 per researcher.

4. Timing: 10 minutes or less.

5. Geographical Coverage: United States

Criteria to Participate: 1. Born between 1988-1993

2. Ages: 17-22

3. Used cell phone within the past year

4. Quotas for Key Subgroups:

-High School Students

-College Students

-Armed Forces

-Worker/Other

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Questionnaire Content

• Questions will be 95% structured and 5% unstructured (open ended)

• Classification Data:– Gender– Employment Status– Student Status– Does the respondent have children?

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Questionnaire ContentAwareness

1. What is the first brand name you can think of?

2. Name all cell phone brands that come to mind.

Usage1. How often do you

purchase?

2. Why do you purchase?

3. What do you use your phone for the most?

4. Which phone features do you use the most?

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Questionnaire Content

Advertising Effectiveness

1. In the past month, how often have you seen, heard, or read of the following brands?

2. Have the ads attracted your attention?

3. Can you remember the brand the ad was advertising?

Impressions

1. What Features Attract you to the product?

- Bluetooth

- Camera Quality

- Touch Screen

2. Rate Brand Attributes and Factors.

3. Satisfaction of Cell Phone Attributes.

4. General Opinions

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Key Deliverables and Analysis

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Unaided Brand Awareness

85

30

17

11

1

Top of Mind Awareness All Unaided Awareness

75%

19%

41%

50%

2%

IPhone

Sony Erickson

Blackberry

HTC

LG

12

Apple, Blackberry60%

Sony, HTC 30%

LG6%

Samsung, Nokia4%

Number of Brands In Consideration Set

13

Blackberry

Apple

HTC

Sony

LG

Nokia

Motorola

75%

60%

58%

40%

36%

20%

First or Second ChoiceConsider

25

10

20

10

16

7

80%45

First/Second Choice Brands in Consideration Set

14

80%95

80

60

65

63

50

Product Satisfaction: Top 2 Box Percent

Among Ever TriedAmong Brand Users

80%

85%

81%

70%

50%

40%

Blackberry

Apple

HTC

Sony

LG

Nokia

15

Trendiness

Best Graphics

Lightweight

Bluetooth

Keyboard

Touch Screen

Easy to Use

Correlation To Future Purchase Intent

70%

60 %

55%

50%

46%

35%

30%

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Better monetary value

Reputation

Wider Variety of phone types

Ease of Use

Aesthetics

Blackberry

85%

82%

90%

75%

78%

Apple

-8%

-2%

-20%

+10%

+5%

Positioning Analysis

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Average Score on 0-100 Scale Total Students Workers Military Single Parents

[125] [65] [38] [12] [10]

Usage 65 75 80 70 72

-Smooth transition between screens 63 72 65 58 73

-Allows me to organize Effectively 75 65 69 72 71

-Works when I need it to 78 74 78 80 79

-Great apps for business and play 77 83 75 76 70

How it fits into lifestyle 75 80 81 79 74

-Allows me to communicate with friends 78 83 74 69 73

-Great for socializing via. Facebook, Myspace and twitter apps 72 72 69 78 71

-Allows me to be productive on the go 70 70 75 80 74

Blackberry Brand Perceptions

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Average Score on 0-100 Scale Total Apple HTC Sony LG Nokia

[125] [45] [28] [22] [15] [15]

Usage 65 75 80 70 72 68

-Smooth transition between screens 63 72 65 58 73 62

-Allows me to organize Effectively 75 65 69 72 71 80

-Works when I need it to 78 74 78 80 79 75

-Great apps for business and play 77 83 75 76 70 68

How it fits into lifestyle 75 80 81 79 74 69

-Allows me to communicate with friends 78 83 74 69 73 78

-Great for socializing via. Facebook, Myspace and twitter apps 72 72 69 78 71 72

-Allows me to be productive on the go 70 70 75 80 74 76

Competition Brand Perceptions

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Total Awareness 93%95%98% 75%

Consideration Brand 66%70%65% 59%

Past Year 15%26%22% 10%

Most Often 2%7%5% 1%

Brand Saliency

Brand Consideration

Brand Usage

66% 73% 70% 78%

33% 37% 22% 16%

NSNSNSNS

Aware to Consider

Recent trial to most often

Consider to recent trial

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Disadvantage No Difference Advantage

TV AD Effectiveness

Low

High

•Smooth transition between screens

•Allows me to organize Effectively

•Works when I need it to

•Great apps for business and play

•Communication with friends

•Great for socializing

•Productivity on the go

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Advertising Effectiveness

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Blackberry Tv Ad

BenchmarkAd 1

Cumulative GRPs 1,100

1,00-1,500 GRPsA

% %

Ad Effectiveness (700)

Breakthrough 48 42

Effective Breakthrough 50 45Effective Branding 94 68

Ad Diagnostics

Persuasion 46 40

Said something important to me 40 38

Made me more interested in brand 47 37

Made me more likely to consider brand 48 39

Sustainability 80 75

Was Enjoyable to watch 72 70

Getting tired of seeing ad 16 23

TV AD Effectiveness

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Timing

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Time LineWeeks 1 2 3 4 5 6

Dates Nov 1-5 Nov 8-12 Nov 15-19 Nov 22-26 Nov 29-3 Dec 6-14

Tasks

Step 1 – Survey Development• Develop Survey Questions• Develop Survey Layout • Program Survey• Pre-test survey • Complete Survey Development

Step 2 – Data Preparation• Collect data• Organize Data• Categorize Data• Chart Data•Complete Data Preparation

Step 3 – Analysis • Analyze Data• Explain all data and charts• Recommendations based on the data Complete Analysis

Step 4- Final Written Report • Design and layout• Survey results• Data charts • Data Graphs • Results and Recommendations Final written Report

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Nov 5

Nov 12

Dec 3

Dec 8

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Costs

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Cost Estimates

Data CollectionN= 125

Assumed Incident @ 90% incidence$12,700

Professional Fees $32,600

Total $45,300

Data Collection Costs for this project include:Survey Monkey License = $200

We estimated use of.5hr/person to collect the data.

-Questionnaire Development—48hrs-Pretesting Questionnaire—36 hrs-Fieldwork Management—24hrs-Data Preparation and Analysis—25hrs-Report Development—30hrs

To estimate professional fees, we estimated the total number of hours to do the following:

*Costs Based on $200/hr

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Our Team

• Barbara• She is an International

Business and Marketing Major.

• Currently a junior• Officer of IBA• Marketing intern at Office

of Disability Resources and Service

• Graduating in 2012

• Catherine• Also an International

Business and Marketing Major.

• Currently a junior• Treasurer of the

Japanese Conversational Club

• A Customer Service Rep at HSBC Bank

• Graduating in 2012

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Our Team

• Rachel Cammarata• She is a Marketing Major.• Currently a Junior• Employed at Starbucks

Coffee.• From Philadelphia• Graduating in 2012

• Amoi Nelson• She is an Marketing

Major and an Information Technology Innovation & Entrepreneurship Minor.

• Currently a Senior• Ambassador of the

National Council of Negro Women.

• Graduating in 2011

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Our Team

• Charles Bodner• Marketing Major with a

concentration in Management Information Systems

• Manager for Hess Oil Co.• Philadelphia Born and Raised• Graduating in 2012

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Fox Marketing Consultants

1801 N. Broad Street

Philadelphia, Pa