Marketing Research Proposal - Blackberry & Iphone

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Reclaiming the Smart Phone Market
M. Brent Eason Ben Furr Carrie Martinelli Adam Scott

— ROUND 1 — BACKGROUND INFORMATION

RIM Confidential

ORGANIZATION OVERVIEWS

▪ Founded 1984 ▪ 2009 Revenue: $11.1 billion ▪ 2009 Net Income: $1.89 billion ▪ Employees: 12,000

▪ Founded 1976 as Apple Computer ▪ 2009 Revenue: $42.91 billion ▪ 2009 Net Income: $8.24 billion ▪ Employees: 34,300

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PRODUCTS

▪ BlackBerry product first launched in 1999 ▪ Wide range of Wireless Service Providers (AT&T, Verizon, Sprint and all major global providers) ▪ 41 Million units sold in 2009 ▪ 80+ Million units currently in use globally

▪ Introduced in 2007 with AT&T as the exclusive provider ▪ 3G version launched in 2008 with high-speed data ▪ 3GS version launched in 2009 with faster data throughput rates, higher resolution camera and updated OS ▪ 43 Million units sold as of Jan. 2010

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CUSTOMER PROFILES
Data From CrunchGear.com — July 13, 2008

iPhone Customers

▪ 72% Male ▪ Average Age 31 ▪ 31% 15-24 ▪ 32% 25-34 ▪ 31% 35-49 ▪ 6% 50+ ▪ 58% College Education (43% Nat’l Avg) ▪ 43% Reside in NY or CA (Twice the Nat’l Avg) ▪ Average HHI $75,600 (26% over Nat’l Avg)

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CUSTOMER PROFILES

BlackBerry Prosumers
▪ 64% Male ▪ Average Age 24 ▪ 46% College Education ▪ Average HHI $59,200 ▪ Unique smartphone that may be used as both a business tool and a non-business (prosumer) device ▪ Allows IT professionals the ability to deploy and maintain end users efficiently with the BB Enterprise Server

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EXTERNAL ANALYSIS

KEY INSIGHTS
▪ Competition from iPhone has forced BlackBerry devices to support more features– LBS, downloadable applications, higher resolution cameras and touchscreen technology. ▪ BlackBerry sales for business use are increasing, however, prosumer sales are not having the same success. ▪ Enterprise (Business) activations increased 14% in 2009 ▪ Prosumer activations increased 12% in 2009

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INTERNAL ANALYSIS

KEY INSIGHTS
The cost of new feature implementation has increased over the past 3 years to keep pace with the iPhone: ▪ Estimated R&D cost to implement BlackBerry Maps is $14 per device in 2009 compared to $11 per device in 2008 ▪ Estimate R&D cost to implement BlackBerry Pushcast feature is $16 per device for 2010

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— ROUND 2 — THE RESEARCH PROBLEM

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MARKETING PROBLEM

LAGGING MARKET KNOWLEDGE
▪ Evolution of smartphone customer segmentation (i.e. business users » personal users)

LAGGING R&D EFFORTS
▪ Rapidly shifting consumer preferences and higher expectations (i.e. mass customization) require greater feature offerings and speed to market

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OUR RESPONSE

Carefully analyze customer preferences and characteristics in order to better define customer segments, determine which customers to focus marketing efforts on, and what features are most important to those customers.

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BUSINESS IMPLICATIONS

TARGETING & POSITIONING

PRODUCT DEVELOPMENT

PRICING & PROMOTION

BOTTOM LINE: Sales, Profit, and Market Share

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DEVELOPING OUR RESEARCH

CONSIDERATIONS
▪ Is the question too broad or too narrow? ▪ Is there sufficient data to be collected? Multiple perspectives?

DV = PURCHASE INTENT INDEPENDENT VARIABLE SET CRITERIA
▪ Unbiased (not sample specific) ▪ Useful and mostly significant (legitimate, predictive ability) ▪ Largely guided by background knowledge ▪ Manageable for both respondents and ourselves

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— ROUND 3 — DATA DESCRIPTION

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DATA SOURCES

PRIMARY
▪ Exploratory Survey: “How Smart is Your Phone?” ▪ Follow-up Survey

SECONDARY
▪ RIM/BlackBerry Marketing Presentation: “iPhone vs. BlackBerry” — January 2009

▪ Mintel Reports (NCSU Library source)

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HOW SMART IS YOUR PHONE?

SURVEY STRUCTURE
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