Blackberry Competitive Brand Analysis Research Proposal Prepared By: Fox Marketing Consultants Philadelphia, PA Prepared For: Research In Motion Waterloo, Ontario, Canada 1 Table of Contents Content • Research Objectives • Methodology and Questionnaire Content • Key Deliverables and Analysis • Timing • Costs • Our Team Page 3-4 5-9 10-22 23-24 25-26 27-29 2 Research Objectives 3 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 4 Methodology and Questionnaire Content 5 Methodology Methodology Criteria to Participate: 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 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 6 Questionnaire Content • Questions will be 95% structured and 5% unstructured (open ended) • Classification Data: – Gender – Employment Status – Student Status – Does the respondent have children? 7 Questionnaire Content Awareness 1. What is the first brand name you can think of? 2. Name all cell phone brands that come to mind. Usage 1. 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? 8 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 9 Key Deliverables and Analysis 10 Unaided Brand Awareness IPhone 85 30 Blackberry Sony Erickson LG HTC 17 11 1 75% 50% 41% 19% 2% Top of Mind Awareness All Unaided Awareness 11 Number of Brands In Consideration Set LG 6% Samsung, Nokia 4% Apple, Blackberry 60% Sony, HTC 30% 12 First/Second Choice Brands in Consideration Set Blackberry Apple 25 HTC 75% 60% 10 Sony LG 80% 45 58% 20 40% 10 Nokia 16 36% Motorola 7 20% First or Second Choice Consider 13 Product Satisfaction: Top 2 Box Percent Blackberry Apple 81% 60 Sony Nokia 85% 80 HTC LG 80% 9580% 70% 65 50% 63 50 40% Among Ever Tried Among Brand Users 14 Correlation To Future Purchase Intent Trendiness 70% Best Graphics 60 % Lightweight 55% 50% Bluetooth 46% Keyboard 35% Touch Screen Easy to Use 30% 15 Positioning Analysis Blackberry Apple Better monetary value 85% -8% Reputation 82% -2% Wider Variety of phone types 90% -20% Ease of Use 75% +10% Aesthetics 78% +5% 16 Blackberry Brand Perceptions Average Score on 0-100 Scale Total [125] Students Workers Military Single Parents [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 17 Competition Brand Perceptions 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 18 Brand Saliency Total Awareness Brand Consideration Aware to Consider Consideration Brand Brand Usage Consider to recent trial Past Year Recent trial to most often Most Often 98% 95% 93% 75% 66% 73% 70% 78% 65% 70% 66% 59% 33% 37% 22% 16% 22% 26% 15% 10% NS NS NS NS 7% 2% 1% 5% 19 TV AD Effectiveness High •Communication with friends •Allows me to organize Effectively •Great apps for business and play •Great for socializing •Smooth transition between screens •Works when I need it to •Productivity on the go Low Disadvantage No Difference Advantage 20 Advertising Effectiveness 21 TV AD Effectiveness Blackberry Tv Ad Ad 1 Cumulative GRPs Ad Effectiveness Benchmark 1,100 A 1,00-1,500 GRPs % % (700) Breakthrough 48 42 Effective Breakthrough Effective Branding 50 94 45 68 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 Ad Diagnostics 22 Timing 23 Time Line Weeks 1 Dates Nov 1-5 2 Nov 8-12 3 Nov 15-19 4 Nov 22-26 5 6 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 . Nov 5 Step 2 – Data Preparation • Collect data • Organize Data • Categorize Data • Chart Data •Complete Data Preparation . Nov 12 Step 3 – Analysis • Analyze Data • Explain all data and charts • Recommendations based on the data Complete Analysis . Dec 3 Step 4- Final Written Report • Design and layout • Survey results • Data charts • Data Graphs • Results and Recommendations Final written Report . . Dec 8 24 . Costs 25 Cost Estimates Data Collection Costs for this project include: Survey Monkey License = $200 We estimated use of.5hr/person to collect the data. Data Collection N= 125 Assumed Incident @ 90% incidence $12,700 Professional Fees $32,600 Total $45,300 To estimate professional fees, we estimated the total number of hours to do the following: -Questionnaire Development—48hrs -Pretesting Questionnaire—36 hrs -Fieldwork Management—24hrs *Costs Based -Data Preparation and Analysis—25hrs on $200/hr -Report Development—30hrs 26 Our Team • • • • • • • Catherine Barbara • Also an International She is an International Business and Marketing Business and Marketing Major. Major. • Currently a junior Currently a junior • Treasurer of the Officer of IBA Japanese Conversational Marketing intern at Office Club of Disability Resources • A Customer Service Rep and Service at HSBC Bank Graduating in 2012 • Graduating in 2012 27 Our Team • Amoi Nelson • She is an Marketing • Rachel Cammarata Major and an Information • She is a Marketing Major. Technology Innovation & • Currently a Junior Entrepreneurship Minor. • Employed at Starbucks • Currently a Senior Coffee. • Ambassador of the • From Philadelphia National Council of Negro • Graduating in 2012 Women. • Graduating in 2011 28 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 29 Fox Marketing Consultants 1801 N. Broad Street Philadelphia, Pa 30