BlackBerry

BlackBerry Messenger (BBM) Marketing CampaignConsumer Behaviour Analysis

Abdullah AlroumiSinita BasakJennifer ChenSwadheen GoelAmar PatelBurnali Roy

Presentation ContentsIntroduction:•Company profile.

TV Commercials:•Blackberry Messenger Flirt•Blackberry Messenger Life-Style•Theoretical Analysis• Evaluation of TV commercials

Print Advertisement:• Theoretical Analysis• Evaluation of Print Advertisements

Conclusion

Recommendations

Company Profile

• BlackBerry is a line of mobile e-mail and smart-phone devices developed and designed by the Canadian company Research In Motion (RIM) since 1999.

• BlackBerry is primarily known for its ability to send and receive Internet e-mail wherever mobile network service coverage is present, or through Wi-Fi connectivity.

• BlackBerry commands a 14.8% share of worldwide smart-phone sales, reaching the fifth most popular device manufacturer after Nokia, Samsung, LG, and Apple.

• BlackBerry Messenger is an instant messaging app just for BlackBerry smart-phone owners. With a chat style layout, and unlimited characters, BBM makes it easy to share with people.

TV Commercial (blackberry Flirt)

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BBM TV Spot (Flirt)

• TV spot emphasizes relationships and romance

• Additional need being formed• Fills any informational ‘gaps’ carried forward

from the printed ad

TV Commercial (BBM Life Style)

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BBM TV Spot (Everything You Love)

• Business use of BBM• This advert triggers the DMP for business

consumers who may be put off by BBM’s social features

• Group-chat feature introduced- reinforces the social and business aspect of the feature

Evaluation of TV Spots

• Product-Specific Goal• Murray and Maslow’s ‘system of needs’ signify

affiliation• Negative Reinforcement • Taken care of both social characters:• Inner directness- showing the features and

personal benefits• Other directness- social environment and social

acceptance

Customer Relationship

•Blackberry provides a functional value which differentiates their smart-phones from others.

•Blackberry is trying to develop a value proposition by providing an easy way to stay connected with people, and they devoted a whole campaign for the BBm feature.

Customer Value

•In the TV adverts Blackberry was showing different kinds of people from various backgrounds and occupations that they are satisfied with the BBm feature, and the level of satisfaction is high from the existing users.

Customer Satisfaction

• In the lifestyle TV advert the lady says “I don't think technology is opposed to spirituality” which shows some sort of trust towards the feature that blackberry is offering the BBm.

• And different people are using the BBm service with important tasks, such as dealing and contacting with their clients over the BBm, which also shows a high trust level.

Customer Trust

• The TV adverts showed various people that are fully satisfied with blackberry expressing how blackberry and the BBm changed their lifestyle how is made it easier on them.

• The fact that loyal customers can spread a positive word-of-mouth, they designed the whole TV adverts spreading an effective word-of-mouth.

Customer Retention

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BBM Printed Ad

• The print ads have J.N.D, overall the backdrop remain the same just new messages in between

• Repetition- however, doesn’t cause ‘ad wear-out’ • ‘Agent’ shows the business aspect• Illiterate customers may have problems deciphering these ads• Missing information • The desired state of need recognition • Emotional view- with use of the ads ‘Besties, Bros, Amigos’• Ads may lead consumers to make a lexicographic decision

Final Evaluation

• Tri-Component Model

• Creation of new BBM Culture

• Changing brand beliefs

• High involvement purchase

Consumer-Rooted Segmentation

Demo-graphics

Geo-graphics

Personality Traits

Socio-Cultural Life-styles

• The blackberry messenger campaign targeted both genders from a large age scale with whatever marital status, and the BBm appeals to people with different occupations and social class (business people, students and teenagers).•Blackberry applied the geographic segmentation by locating different massages in their out-door adverts depending on the geographic location like the ad that says “Amigos”.• In their TV adverts they applied VALS concept showing people who use the BBm in creative ways, which they are considered as “innovators” effectively sending a massage across to the “Survivors” to join the hype.• Blackberry showed in the TV advert people with different ethnicity (Black, white and south American), and the main massage of connecting people appeals to various cultures.• The TV advert viewed different life styles, and were trying to exploit new markets, by saying that the blackberry is not only for business, which they highly focused on that in the “Flirt” advert.

Recommendations

• Campaign was deeply rooted to a US/Western market, other new, emerging markets can not be ignored

• Campaign only touches on Business use, there is massive potential to exploit this segment

• BlackBerry need to improve their printed ads to accommodate those consumers are rely heavily on pictorial information

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