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Blackberry Competitive Brand Analysis Research Proposal

Blackberry Competitive Brand Analysis Research Proposal . Prepared By: Fox Marketing Consultants Philadelphia, PA. Prepared For: Research In Motion Waterloo, Ontario, Canada. Table of Contents. Content. Page. Research Objectives

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Blackberry Competitive Brand Analysis Research Proposal

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  1. Blackberry Competitive Brand Analysis Research Proposal Prepared By: Fox Marketing Consultants Philadelphia, PA Prepared For: Research In Motion Waterloo, Ontario, Canada

  2. Table of Contents Content Page • Research Objectives • Methodology and Questionnaire Content • Key Deliverables and Analysis • Timing • Costs • Our Team 3-4 5-9 10-22 23-24 25-26 27-29

  3. Research Objectives

  4. 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

  5. Methodology and Questionnaire Content

  6. Methodology • Methodology • Survey monkey will be used to conduct the online questionnaire. • Participants will be contacted via Facebook and email. • 125 Surveys will be collected, 25 per researcher. • Timing: 10 minutes or less. • Geographical Coverage: United States Criteria to Participate: Born between 1988-1993 Ages: 17-22 Used cell phone within the past year 4. Quotas for Key Subgroups: -High School Students -College Students -Armed Forces -Worker/Other

  7. Questionnaire Content • Questions will be 95% structured and 5% unstructured (open ended) • Classification Data: • Gender • Employment Status • Student Status • Does the respondent have children?

  8. Questionnaire Content 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? Awareness What is the first brand name you can think of? Name all cell phone brands that come to mind.

  9. Questionnaire Content Impressions • 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 Advertising Effectiveness In the past month, how often have you seen, heard, or read of the following brands? Have the ads attracted your attention? Can you remember the brand the ad was advertising?

  10. Key Deliverables and Analysis

  11. Unaided Brand Awareness IPhone 85 75% 30 50% Blackberry Sony Erickson 17 41% LG 11 19% HTC 1 2% Top of Mind Awareness All Unaided Awareness

  12. Number of Brands In Consideration Set

  13. First/Second Choice Brands in Consideration Set 80% 45 75% 25 60% 10 58% 20 40% 10 36% 16 20% 7 First or Second Choice Consider Blackberry Apple HTC Sony LG Nokia Motorola

  14. Product Satisfaction: Top 2 Box Percent Blackberry 80% 80% 95 85% Apple 80 81% HTC 60 Sony 70% 65 50% LG 63 Nokia 40% 50 Among Ever Tried Among Brand Users

  15. Correlation To Future Purchase Intent 70% 60 % 55% 50% 46% 35% 30% Trendiness Best Graphics Lightweight Bluetooth Keyboard Touch Screen Easy to Use

  16. Positioning Analysis

  17. Blackberry Brand Perceptions

  18. Competition Brand Perceptions

  19. Brand Saliency Total Awareness 98% 95% 93% 75% Aware to Consider 66% 73% 70% 78% Brand Consideration Consider to recent trial 33% 37% 22% 16% Brand Usage Consideration Brand 65% 70% 66% 59% Recent trial to most often NS NS NS NS Past Year Most Often 22% 5% 7% 26% 15% 2% 1% 10%

  20. TV AD Effectiveness High • Allows me to organize Effectively • Communication with friends • 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

  21. Advertising Effectiveness

  22. TV AD Effectiveness

  23. Timing

  24. Nov 5 . Nov 12 . Dec 3 . . Dec 8 . .

  25. Costs

  26. Cost Estimates Data Collection Costs for this project include: Survey Monkey License = $200 We estimated use of.5hr/person to collect the data. 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 -Data Preparation and Analysis—25hrs -Report Development—30hrs *Costs Based on $200/hr

  27. Our Team • 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 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

  28. Our Team • 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 • Rachel Cammarata • She is a Marketing Major. • Currently a Junior • Employed at Starbucks Coffee. • From Philadelphia • Graduating in 2012

  29. 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

  30. Fox Marketing Consultants 1801 N. Broad Street Philadelphia, Pa

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