BlackBerry PlayBookBrand Communication Objective

Background

The tablet wars heated with Research in Motion's BlackBerry PlayBook making an impressive debut on the 27th of September 2010.

Apple, the leader with its iPad, now faces a challenge from RIM, Samsung and its Galaxy Tab, Dell Streak, and HP Slate

The four competitors each approach the tablet market differently: offering three distinct mobile operating systems, three different target markets, and varying pricing models

BlackBerry Positioning

Comparison

Point of Parity• Small and Light Tablet• Internet connectivity (WiFi, 3G)• Mobility and Multi-Functional

Point of Difference

• More advance processor (Dual Core Cortex A9)• Inter-connectivity with Blackberry smart-phone• 3 MP Front & 5 MP Rear Camera

Market Data

Market Data Projection: iPad

*Projections, before RIM launched BlackBerry PlayBookSource: Apple Insider

Market Data: Tablet

Marketing Communications Objectives2011MarComm Brand Objectives Target

Attention  Awareness TOM #2Tablet-users, Tech/Gadget Enthusiasts

Interest ImageInitiate

Engagement Activities

Business Users

Desire Preference Reach Mind Share

Gadget Enthusiasts

Action Purchase Market Share 10%

Business Users, Gadget

Enthusiasts

Market Share & Growth Objectives

75%

25%30%

60%

10%

50%

20%

30%

Other Tablet

Apple iPad

Blackberry Playbook

Media Plan Objectives

Who• Male and female consumers between the ages of 25 – 60 with an

average education level of a high school graduate or higher • Consumers who spend 71% of their time or more outside the house• Business users who spend a majority of their time in busy high

traffic districts of the city 

Media Plan Objectives

What• The overall nature of the message would be image intensive with a

majority of advertisements directed toward TV, and internet banners/stream videos

Where• The target market exists mainly in suburban areas, high traffic

business districts and in some rural areas world