HOMEWORK – 2

BLACKBERRY CASE

GROUP 7

1) Describe the two (or, if applicable, three) dimensions underlying the perceptual maps
that you generated. According to these maps, how do people perceive the Blackberry
Pearl in the three segments?

This analysis involved using data on people's perceptions of different options and their
preferences to understand how they position them against each other. For this purpose,
we leveraged positioning analysis.

The analysis uncovered three distinct customer segments: Almost all variation we observed
(91.4%) falls into these three customer segments.
• Segment 1 (47.8%): This segment emphasizes push email availability and email folder
synchronization, reflecting customers' expectations for timely and reliable email
communication. The Blackberry Pearl stands out favourably in this dimension,
indicating strong perceptions of its high push email availability.
• Segment 2 (26.8%): Ease of use and style are key factors driving this segment,
indicating how easy and intuitive customers find the product to use and their
subjective perceptions of its appearance. Again, the Blackberry Pearl is perceived
positively in this dimension, suggesting favorable perceptions of its ease of use.
 • Segment 3 (16.7%): Battery life is the primary determinant of this segment, reflecting
the quality and longevity of the device's battery before needing to be recharged. The
perceptual map positions the Blackberry Pearl slightly behind in this aspect,
suggesting it may not excel in battery life compared to other brands.

In summary, the perceptual maps illustrate that the Blackberry Pearl is generally perceived
favorably across all three segments, with exceptionally high preference regarding push email
availability and ease of use. However, it may be perceived less strongly in terms of battery life
compared to other brands.
2) Based on the perceptual map analysis, the Blackberry Pearl demonstrates a favorable
perception in the market, scoring higher in preference compared to other brands.

It received positive scores for attributes related to push email availability and ease of typing,
which business executives value. However, upon examining the actual preference data, it
becomes apparent that although the Blackberry Pearl received high ratings from some
respondents, it did not consistently rank highest across all attributes compared to other
brands. This suggests that the appeal of the Blackberry Pearl may be limited to specific
segments of the market, primarily business executives.
3)Is the Pearl well-positioned to be successful? If not, to which segment(s) would you target, and how
would you re-position it?

I think RIM has done a pretty good job positioning Pearl in the market, but there are some opportunities
to make it even more competitive. From looking at the perceptual maps, it seems the Pearl nails the core
business features like email, but consumers today want more than just a work phone. They're looking for
devices that integrate their personal and professional lives.

If I oversaw positioning, I want to highlight how the Pearl gives you the best of both worlds. I'd target
young professionals and tech-savvy folks who need business capabilities during the day but also want to
kick back with music, apps, social media, and a decent camera when they're off the clock.

To reposition it, I'd keep the messaging about its email, keyboard, and reliability since those are its
strengths. But I'd add a whole marketing angle around how you can go from boardroom to happy hour
without missing a beat. The Pearl lets you seamlessly switch from taking care of business to capturing life's
moments. I'd showcase people using it for work emails and calls during the day and then concerts, parties,
and photography at night. The tagline could be "BlackBerry Pearl - The smartphone for work and play".

4) Briefly describe the marketing program you would use to target the chosen segments.

If I were running marketing for Pearl, I'd invest heavily in digital and social campaigns. This allows us to
target the demographics most interested - young professionals and tech influencers. I'd get the Pearl to
bloggers, YouTubers, and Instagrammers. Pay for sponsored ads on Facebook and Instagram showcasing
the key features. Maybe even partner with Spotify for a "Pearl Playlist" of songs to listen to on your new
phone.

And, of course, leverage RIM's core strength by sending out emails, running professional webinars, and
sponsoring business events to push the message around Pearl's work capabilities. But balance that with
a fun social presence on Instagram and TikTok, showing how it fits a millennial lifestyle.

The key is conveying that the Pearl ticks all the boxes for your work and personal needs. It's the one
device you need to manage your busy, blended lifestyle. So, marketing should meet that audience
wherever they are, positioning Pearl as their always-on personal assistant.
 5) Summarize the advantages and disadvantages of the software provided for this exercise.

ADVANTAGES:

1. Abundance of Data: The software boasts an extensive collection of data, offering us a vast
repository from which to gather insights and make informed decisions, thanks to its ability to store
and manage diverse datasets.

2. Engaging Visual Presentation: Through its sophisticated visualization tools, the software
transforms raw data into visually captivating representations, enhancing not only the aesthetic
appeal but also the comprehensibility of the information presented, thus facilitating better
understanding and interpretation.

3. Comprehensive Explanations: An outstanding feature of the software is its capability to provide

detailed explanations alongside visualized data. It offers users valuable context and insights into
why certain data points are plotted in specific ways, enriching the analytical process and enabling
more informed decision-making.

4. Interactive Data Exploration: Users benefit from the software's interactive features, which allow
them to actively engage with the data, manipulate visualizations, and explore intricate details by
zooming in on 3D representations, fostering a dynamic and immersive data exploration
experience.

5. Versatile Customization Options: Recognizing the diverse needs of its users, the software offers
extensive customization capabilities, empowering individuals and organizations to tailor its
functionalities to suit their specific requirements, thus enabling them to achieve their desired
outcomes more effectively and efficiently.

DISADVANTAGES:

1. Data Overload: Despite the wealth of information available, users may sometimes feel
overwhelmed by the sheer volume of data presented, leading to difficulties in processing and
extracting meaningful insights, particularly when specific datasets are not effectively prioritized or
when data representation lacks depth, such as in instances where market share data is depicted
in two dimensions rather than in a more comprehensive 3D format.

2. Ambiguity Due to Lack of Clear Labels: A potential area for improvement lies in the clarity of data
representation, as some aspects of the data may lack clear labels or categorization Like the
Dimensions are not labelled anywhere in the output, leading to ambiguity and potential
misinterpretation, highlighting the need for better naming conventions and categorization
strategies to enhance clarity and facilitate more accurate analysis and understanding.

3. It lacks the accounting of factors like cost of entering the market, what the competitors are doing
and so on. Adding to that, attitude about a brand is not there.