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BLACKBERRY REVAMPSTRATEGYGROUP-9
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TABLE OF CONTENTS
INTRODUCTION ............................................................................................................................................. 2
THE BLACKBERRY STORY ........................................................................................................................... 2
BLACKBERRY IN INDIA ............................................................................................................................... 2
THE DECLINE ............................................................................................................................................. 3
BLACKBERRY CURRENT SITUATION ANALYSIS .......................................................................................... 3
RESEARCH PROBLEM..................................................................................................................................... 4
OBJECTIVES ................................................................................................................................................... 4
SCOPE OF THE STUDY .................................................................................................................................... 4
METHODOLOGY ............................................................................................................................................ 5
Exploratory Research ................................................................................................................................ 5
Focus Group Summary .............................................................................................................................. 5
Secondary Data Analysis ........................................................................................................................... 5
Outcomes .................................................................................................................................................. 5
Unit of Analysis ......................................................................................................................................... 6
Design of Questionnaire ........................................................................................................................... 6
Method of administering .......................................................................................................................... 6
Sampling Design ........................................................................................................................................ 6
LIMITATIONS ................................................................................................................................................. 7
DESCRIPTIVE STATISTICS ............................................................................................................................... 8
OBJECTIVE 2 - WHAT FEATURES DOES THE TYPICAL USER LOOK FOR IN A SMARTPHONE? ...................... 15
OBJECTIVE 3 - TO EVALUATE PERCEPTION OF CONSUMERS TOWARDS DIFFERENT SMARTPHONE BRANDS
.................................................................................................................................................................... 18
OBJECTIVE 4 - TO IDENTIFY THE MOST PREFERRED SMARTPHONE BRAND BY PURCHASE ....................... 20
OBJECTIVE 5 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY AMONGST THE TARGET AUDIENCE ..... 21
OBJECTIVE 1 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY AMONGST THE TARGET AUDIENCE ..... 26
RECOMMENDATIONS ................................................................................................................................. 50
ANNEXURE .................................................................................................................................................. 54
QUESTIONNAIRE ..................................................................................................................................... 54
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INTRODUCTION
THE BLACKBERRY STORY
RIM was founded in 1984 by Mike Lazardis and Douglas Freign in Waterloo, Ontario. The company's first
contract came from General Motors for industrial automation. By the late 1980s, RIM had about US$1
million in sales and about a dozen employees. Over the years, the company evolved with the technology
development and its innovative products. With the integration of specialized servers like the BlackBerry
enterprise server and the Lotus domino server, BlackBerry's consumers were able to get real time data
and emails at any point of time. This feature made BlackBerry distinct among smartphones. The main
USP of blackberry smartphones in terms of hardware was the QWERTY keyboard and the scroll key for
speedy browsing over content. On the software side blackberry was unlike the other PDAs which were
difficult to use, blackberry was easy for the first time user as well as productive for the regular
enterprise user.
BLACKBERRY IN INDIA
BlackBerry entered India in 2004 with the help of carrier Bharti Airtel Ltd. In 2004, BlackBerry targeted
the enterprise and business segments in India. It helped Small and Medium Enterprises to manage their
business communication through its unique feature, Blackberry Message.
RIM changed its pricing multiple times during its India journey, starting as a premium device in 2004 to
offering more than 50% discounts and sub 15,000 Rupee phones in 2014. Evidently the new pricing
strategy is not working for the handset manufacturer.
Distribution was another area where blackberry faltered, the youth and teenager segments were the
fastest growing for BlackBerry in 2010 as the world moved on from the post Nokia era. To reach the
target segment, the company required a wide network of outlets. But unlike its biggest competitor
Nokia, BlackBerry did not have exclusive stores. To improve the enterprise segment sector, RIM added
Ingram Micro as a distributor in August 2011 for India. BlackBerry appointed Redington India as national
distributors for GSM handsets. Also, Brightpoint India was appointed as National distributors for CDMA
and genuine accessories. This move lead to a wider penetration but decline in customer satisfaction and
brand image as the models were placed in with Chinese and Indian replicas from likes of Lava and
Micromax.
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THE DECLINE
Since 2008 blackberry has played second fiddle in the smartphone race to Apple, Samsung and now its
forte BES is being targeted by free services like KNOX by Google & Samsung. The innovator tag has been
long lost and customers are moving away to rivals offering quick upgrades and large application stores.
BLACKBERRY CURRENT SITUATION ANALYSIS
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In between 2011 to 2014 blackberry lost 13 billion in revenues and 13% global smartphone market
share, there was a sudden on spurt of touchscreen devices from Samsung, Apple, HTC, LG and the rise of
Samsung and Apple as global smartphone dominant players had begun. This followed by the meteoric
rise of the budget smartphones from Chinese vendors lead to the demise of the Blackberry market share
as it found itself following the footsteps of the market. The primary reasons identified were lack of
connect of blackberry with the new age executives who preferred an iPhone or a Samsung device, this
survey identifies the shortcomings of blackberry as a brand and recommends a few steps that may help
blackberry revive its smartphone future.
RESEARCH PROBLEM
To design a brand revamp strategy for Blackberry mobiles for young professionals in the age group of
22-30 years.
OBJECTIVES
The study objectives are:
1. To identify the profile of a typical smartphone user in our target segment.
2. What features does the typical user look for in a smartphone?
3. To evaluate perception of consumers towards different smartphone brands.
4. To identify the most preferred smartphone brand by purchase.
5. To identify the brand image of blackberry amongst the target audience.
SCOPE OF THE STUDY
The research was limited to Delhi/NCR region.
The respondents were existing smartphone owners, category shift from non-smartphone owners to
smartphones is not considered under the research design.
The study is focused on only Blackberrys declining smartphone division, all other business lines have
no impact on the research.
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METHODOLOGY
Exploratory Research
Exploratory research is the simplest and most loosely structured design. The basic objective of our
exploratory research was to obtain clarity about the problem situation.
A focus group discussion with ten members was conducted with all the members in the age group of 22-
28 years. The discussion was guided by the following questions.
1. Do you own or have owned a blackberry smartphone?
2. Which smartphone do you currently own and what made you choose it over a blackberry device?
3. What role does a smartphone play in your lifestyle?
4. What features do you look for in a smartphone?
5. What all applications do you use on a frequent basis in a smartphone?
6. Where did you buy your smartphone? why and which mode of payment is convenient for you
7. What would be the price point that would you buy a blackberry smartphone for?
Focus Group Summary
The respondents were of the view that a smartphone is a lifestyle device that is commonly used for
browsing, messaging, taking pictures and listening to music. Most of them owned a Samsung or Apple
smartphone and preferred buying offline as they liked to have a look and feel of the device before
actually purchasing it. The common features they looked for in a smartphone was battery backup and
look and feel also camera quality and affordability were important considerations. The option to buy a
blackberry at a lower price point was not on the cards as they did not find much use for the device in
their daily use.
Secondary Data Analysis
Secondary data analysis was performed by reports from Gartner, Interbrand, GSMA and other online
scholar articles. Social media was also consulted to check the views and opinions of users on blackberry,
Samsung, HTC, Apple, Sony (Twitter/Facebook) social pages and community pages like phonearena, xda-
forum and gsmarena.
Outcomes
The outcome of the above steps of exploratory and secondary research was the help in understanding
the objectives of our study and designing the objectives of our study. The objectives included study of
social media discussions, inclination to buy a smartphone and preferences towards Blackberry.
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After the objectives were defined, the hypothesis of the research were designed to draw conclusions
after the analysis of data which would be collected through the questionnaire. The design of
questionnaire was also conceptualized at the end of this stage.
Unit of Analysis
The research information was collected from individuals between twenty-two and thirty years of age,
and who use smartphones.
Design of Questionnaire
Research objectives were converted into questions to get exact answers from the respondents. Both
formalized concealed and formalized unconcealed questions were framed to map the required
objectives of the study. A self-administered questionnaire was prepared where the respondents read all
the instructions and questions on their own and recorded their responses.
All the questions were Close-ended, with mix of Dichotomous questions, Multiple-choice questions and
Scales. While designing the questionnaire, considerations were made to keep the language simple by
avoiding ambiguous, leading, loaded and double-barreled questions. Branching question was used in the
beginning to identify respondents whether they use social media platforms or not.
Method of administering
Questionnaire was uploaded on Qualtrics-a web based survey service to create online survey link and
the same was distributed to respondents via email. This method ensured anonymity, although response
rate was low.
Sampling Design
Non- probability sampling design was used to select the sample from the population. In this design
method, the elements of the population did not have any known chance of being selected. Survey was
distributed to personal contacts of the researchers. Further, Convenience Sampling method was used as
respondents were selected considering the convenience on the part of the researchers. Information was
collected quickly and inexpensively.
Survey was floated via email and a total of 108 responses were collected. Out of these, 12 respondents
chose NO option in the first branching question and submitted the survey. Thus, a total of 96
respondents filled the survey completely. Out of this due to error in data completion, a total of 18
responses had to be scrapped. The total usable survey respondents at the end of validation is 78.
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LIMITATIONS
Convenience sampling was used and most of the respondents were students pursuing post-graduate
education.
There is no way to tell how truthful and how involved the respondent was while filling thequestionnaire.
The response rate is low since email method was used to administer the online questionnaire.
Most of the respondents were from in and around Delhi so the results cannot be generalized for the
country.
Sample size and diversity was not sufficient.
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DESCRIPTIVE STATISTICS
1. Gender
What is your Gender?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 54 69.2 69.2 69.2
Female 24 30.8 30.8 100.0
Total 78 100.0 100.0
By frequency analysis it can be seen that 69.2% of the respondents are male and 30.8% are
females.
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2. Age
What is your age?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 18-24 47 60.3 60.3 60.3
25-30 31 39.7 39.7 100.0
Total 78 100.0 100.0
It can be seen that 60.3% respondents are users and 39.7% are non-users.
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3. Income
What is your annual household income?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Less than Rs. 200000 2 2.6 2.6 2.6
Rs. 200001 - Rs. 500000 22 28.2 28.2 30.8
Rs. 500001 - Rs. 1000000 26 33.3 33.3 64.1
Above Rs. 10 lakh 28 35.9 35.9 100.0
Total 78 100.0 100.0
It can be seen that 69.2% of the respondents have annual income greater than 5 lacs.
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4. Profession
What is your profession?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Student 62 79.5 79.5 79.5
Business/ Self Employed 1 1.3 1.3 80.8
Private Job 15 19.2 19.2 100.0
Total 78 100.0 100.0
Most of the respondents were students (79.5%) followed by those who were doing private
jobs (19.2%)
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5. Brands that are currently owned by respondents
Which Brand's Smartphone do you currently own?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Samsung 25 32.1 32.1 32.1
Apple 5 6.4 6.4 38.5
HTC 5 6.4 6.4 44.9
Micromax 3 3.8 3.8 48.7
Karbonn 1 1.3 1.3 50.0
Sony 15 19.2 19.2 69.2
Others, Please Specify 24 30.8 30.8 100.0
Total 78 100.0 100.0
The others which were specified by the respondents include the following distribution
BRAND FREQUENCY
Motorola 9
Google nexus 7
LG 3
Nokia 5
6. Frequency of Changing Mobiles
How often do you change your phone?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 6-12 months 6 7.7 7.7 7.7
1 -2 years 32 41.0 41.0 48.7
2-3 years 30 38.5 38.5 87.2
more than 3 years 10 12.8 12.8 100.0
Total 78 100.0 100.0
It can be seen that only 7.7% of the users change their phone very frequently i.e. between 6-12 months.
Most of the respondents i.e. 79.5% change their phones between 1-3 years.
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7. Mode of Payment
Which mode of payment do you generally use while buying a smartphone?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Cash 34 43.6 43.6 43.6
EMI 4 5.1 5.1 48.7
Internet Banking (while
buying online)8 10.3 10.3 59.0
Debit Card/Credit Card 32 41.0 41.0 100.0
Total 78 100.0 100.0
The most widely used payment modes are Cash (43.6%) and Debit/Credit card i.e. 41%
8. Usage
On a daily basis, for how many hours do you use your smart-phone?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 11 14.1 14.1 14.1
3 to less than 6 hours 34 43.6 43.6 57.7
6 to less than 9 hours 20 25.6 25.6 83.3
Greater than 9 hours 13 16.7 16.7 100.0
Total 78 100.0 100.0
We are taking the people who use more than 6 hours as heavy users, thus 42.3% of the
users are heavy users of smart phone.
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9. Place of Purchase
Statistics
Where do you buy
your smartphones
from?-Big Retail
stores like Croma,
Reliance Digital
Where do you buy
your smartphones
from?-Online
Websites
Where do you buy
your smartphones
from?-Mobile Shops
Where do you buy
your smartphones
from?-Others,
Please specify
N Valid 21 27 49 3
Missing 57 51 29 75
This was a multiple choice question. It is clear that 62.8% of the respondents are using
mobile shops as one of the preferred medium to buy the smart phones. The next popular
purchase medium is Online websites.
The three respondents who said others mentioned retail store, mobile store and one
respondents brother used to send the phones from abroad. Thus the first 2 responses from
the others category can also be included under the mobile shops category.
10. Applications Generally Being Used
Statistics
What all
applications do
you generally
use in your
smartphone?-
Office Apps.(
Word,PowerPoint,
Excel etc.)
What all
applications do
you generally
use in your
smartphone?-
Lifestyle
What all
applications do
you generally
use in your
smartphone?-
Entertainment
What all
applications do
you generally
use in your
smartphone?-
Photography
What all
applications do
you generally
use in your
smartphone?-
Tools/Utilities(
Torch, BarCode Scanner
etc.)
What all
applications do
you generally
use in your
smartphone?-
Others, please
specify
NValid 67 30 67 54 45 17
Missing 11 48 11 24 33 61
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11. Education
Please specify your Education.
Frequency Percent Valid Percent Cumulative
Percent
Valid
Under-graduate 38 48.7 48.7 48.7
Post-Graduate 36 46.2 46.2 94.9
Others 4 5.1 5.1 100.0
Total 78 100.0 100.0
OBJECTIVE 2 - WHAT FEATURES DOES THE TYPICAL USER LOOK FOR IN A
SMARTPHONE?
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The feature importance by rank for smartphone users is:
Feature Rank
Battery Life 1
Look and feel 2
Ease of use 3Storage Memory 3
Applications 4
Camera Quality 5
Office utility 5
According to the survey smartphone users consider battery life to be the most important
consideration while buying a smartphone. The IDC's latest Global ConsumerScape 360 study
which surveyed over 50,000 consumers across the Americas, Asia/Pacific, CEMA and Western
Europe also mentions that 9 out of 10 buyers would prefer a brand that has exceptional battery
life and can compromise on features including App store size.
Battery life is followed by look and feel, customers are spoilt for choice in the smartphone
market and prefer models that have a certain aesthetic that they can associate with, some
users prefer HTC/Apples aluminum finish, and others desire the smoothness and durability
offered by polycarbonate models from Samsung and Nokia. With thinner and premium looking
models moving in every month, design of the smartphone from a manufacturer plays a key role
in gaining consumer momentum.
Ease of use, Large internal storage, Size of Appstore, camera quality and office utility also rank
high in shifting consumers perspective towards a smartphone brand.
Also, the factor analysis was done for this objective and following four factors were identified
from the rotated component matrix.
1. Productivity
2. Premiumness
3. Value proposition
4. Availability
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Rotated Component Matrix
Component
1 2 3 4
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Availability
.765
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-After sales service
.571
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Affordability
.689
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Look and Feel
.573 .603
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Ease of Use
.742
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Mobile Applications
.529
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Camera Quality
.791
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Office Utility (Document
Editing, E-Mail, Interoperability)
.780
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Smart Assistant (Siri, Google
Now)
.587
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Battery Life
.723
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Memory Storage
.554
Please rate the following factors, you look for in a smartphone,
on a scale of 1 to 5, with 1 bei...-Brand Image
.731
Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.
a
a. Rotation converged in 7 iterations.
Next cluster analysis was performed on the factors.
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OBJECTIVE 3 - TO EVALUATE PERCEPTION OF CONSUMERS TOWARDS
DIFFERENT SMARTPHONE BRANDS
For determining whether the perception of users on different parameters such as after sales
service, affordability etc. varied across different brands we used one way ANOVA.
Ho: The perception for availability for all the brands is same
H1: The perception for availability for at least 2 brands is different
We got the following results:
ANOVA
Sum of Squares df Mean Square F Sig.
AvailabilityBetween Groups 185.600 5 37.120 36.226 .000Within Groups 473.397 462 1.025
Total 658.998 467
After Sales Service
Between Groups 82.831 5 16.566 15.219 .000
Within Groups 502.885 462 1.088
Total 585.716 467
Affordability
Between Groups 252.863 5 50.573 49.149 .000
Within Groups 475.385 462 1.029
Total 728.248 467
Look and Feel
Between Groups 154.037 5 30.807 27.362 .000
Within Groups 520.170 462 1.126
Total 674.207 467
Ease of use
Between Groups 92.840 5 18.568 18.022 .000
Within Groups 475.987 462 1.030
Total 568.827 467
Mobile Applications
Between Groups 139.376 5 27.875 28.012 .000
Within Groups 459.744 462 .995
Total 599.120 467
Camera Quality
Between Groups 146.908 5 29.382 30.552 .000
Within Groups 444.295 462 .962Total 591.203 467
Office Utility
Between Groups 11.308 5 2.262 2.356 .040
Within Groups 443.385 462 .960
Total 454.692 467
Smart AssistanceBetween Groups 114.966 5 22.993 19.131 .000
Within Groups 555.256 462 1.202
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Total 670.222 467
Battery Life
Between Groups 2.299 5 .460 .413 .840
Within Groups 514.590 462 1.114
Total 516.889 467
Memory Storage
Between Groups 45.709 5 9.142 2.014 .075
Within Groups 2097.615 462 4.540
Total 2143.325 467
Brand Image
Between Groups 160.786 5 32.157 27.969 .000
Within Groups 531.179 462 1.150
Total 691.966 467
We found that for all the parameters except battery life and memory storage the perceptions
of customers varied across the brands.
Now by conducting post hoc analysis the following output is obtained
Parameter Winner Brand
Availability Samsung
After sales service Samsung, Apple and Sony
Affordability Micromax
Look and Feel Apple
Ease of Use Samsung, Apple , Sony, Micromax, HTC
Mobile Applications Samsung, Apple , Sony, HTC
Camera Quality Apple and Sony
Office Utility (Document Editing, E-Mail, Interoperability) No significant difference
Smart Assistant (Siri, Google Now) Apple
Brand Image Apple
This analysis was done on the basis of the responses to the question 12 and 13. Through the
analysis of question 12 we found out the importance of each of the twelve parameters for the
user. The 12 parameters were as follows:
After sales service
Affordability
Look and Feel
Ease of Use
Mobile Applications
Camera Quality
Office Utility (Document Editing, E-Mail, Interoperability)
Smart Assistant (Siri, Google Now)
Battery Life
Memory Storage
Brand Image
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The importance of each parameter for each respondent is multiplied by his response on the
Likert scale in the question 13 for each brand .This will give an overall score for each
respondent on each parameter and for each brand. On the basis of these scores we found out
the cumulative scores for each brand and that revealed the following results
Avg. Perception
Score
Brand
181.3589744 Apple
178.6153846 Samsung
169.4871795 Sony
165.8076923 HTC
159.2820513 Micromax
134.6923077 Blackberry
Reference: Excel named preference ranking
Thus it can be concluded the most favourable perception is for Apple and most unfavorable for
Blackberry.
OBJECTIVE 4 - TO IDENTIFY THE MOST PREFERRED SMARTPHONE
BRAND BY PURCHASE
In order to analyze this objective we used the response to question 14 which asks about the
likelihood to buy the six brands taken up for the study. The question 14 is a Likert scale
question with 1 being definitely not buy and 5 being definitely buy.
The average score was taken for all the five brands and the findings are as follows:
Buying
Preference
Brand
3.846153846 Apple
3.41025641 Samsung
3.205128205 HTC
3.205128205 Sony
2.282051282 Micromax
2.102564103 Blackberry
Reference: Excel named preference ranking
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Thus the maximum inclination was to purchase Apple and minimum inclination was to purchase
Blackberry.
We also found out the correlation between the perception of the brand and the inclination to
purchase of the brand. This is done using spearman rank correlation.
OBJECTIVE 5 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY
AMONGST THE TARGET AUDIENCE
With the help of Qualitative analysiswe identified that respondents believed that Blackberry
was outdated going by todays customer requirements and was too dull. They believed that
Blackberry lacked the variety and freedom provided by other OS platforms like Android. There
seems to be a silver lining in the cloud because respondents wish to see Blackberry coming back
in a new Avatar.
Here, through multidimensional scaling we are trying to plot visually the perceptions and
preferences of individuals as per the various attributes such as availability, after sales service,
battery life, brand image etc. for 6 different brands of smartphones: Blackberry, Samsung,
Apple, Micromax, HTC and Sony.
Here for conducting the multidimensional scaling we did not have a preference or similarity
data, so we used factor analysis to obtain the dimensions for the basis of comparison of the
various brands.
We calculate the mean of individual rate the respondents gave to each attribute per
smartphone brand and on the basis of this Factor Analysis is done.
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Brands Availability
After
Sales
Service Affordability
Look
and
Feel
Ease of
Use
Mobile
Apps
Camera
Quality
Office
Utility
Smart
Assistance
Battery
Life
Storage
Memory
Brand
Image
Blackberry 2.49 2.56 2.85 2.73 2.53 2.47 2.82 3.44 2.33 3.18 2.88 2.99
Samsung 4.53 3.74 3.81 3.04 3.81 4.15 3.77 3.60 3.41 3.24 3.72 3.86
Apple 3.47 3.67 2.09 4.32 3.85 3.91 4.35 3.83 3.96 3.74 3.74 4.53
Micromax 3.94 2.87 4.44 2.69 3.47 3.63 2.86 3.38 2.92 3.23 3.31 2.72
HTC 3.19 3.05 3.14 3.53 3.64 3.87 3.59 3.45 3.06 3.24 3.58 3.58
Sony 3.37 3.32 3.19 3.64 3.59 3.83 3.47 3.47 2.97 3.10 3.62 3.62
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Rotated Component Matrix
Component
1 2
Availability .926
After Sales Service .799
Affordability -.910
LookandFeel .890
EaseofUse .920
MobileApplications .956
CameraQuality .831
OfficeUtility .890
SmartAssistance .692
BatteryLife .837
StorageMemory .861
BrandImage .879Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a.
a. Rotation converged in 3 iterations.
Through Factor Analysis we receive two factors that explain 91.56% of the variation. On suppressing the
value below 0.69, we get:
Total Variance Explained
Component Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 8.206 68.381 68.381 8.206 68.381 68.381 5.703 47.521 47.521
2 2.782 23.181 91.561 2.782 23.181 91.561 5.285 44.040 91.561
3 .638 5.319 96.881
4 .337 2.812 99.693
5 .037 .307 100.000
61.011E-
013
1.091E-013 100.000
71.004E-
013
1.035E-013 100.000
8
1.003E-
013
1.025E-013 100.000
91.001E-
013
1.009E-013 100.000
101.000E-
013
1.002E-013 100.000
11-1.001E-
013
-1.008E-013 100.000
12-1.008E-
013
-1.069E-013 100.000
Extraction Method: Principal Component Analysis.
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Naming of the Factors:
Factor 1- Premiumness
This factor incorporates the attributes of
Affordability (we have negative affordability: this implies that the respondents accept
premium pricing of the smartphone)
Look and Feel
Camera Quality
Office Utility
Battery Life
Brand Image
Factor 2- Convenience
This factor includes the following attributes
Availability
After Sales Service
Ease of Use
Mobile Applications
Smart Assistance
Storage Memory
Now, considering these two factors as similar to two dimensions for the multidimensional
scaling. However this is more genuine data as it is based on actual attributes that were later
condensed into two factors. With these two factors we will make a two dimensional map.
Brands Premiumness Convenience
Blackberry -0.21549 -1.8488
Samsung -0.31642 1.20169
Apple 1.82567 0.18318
Micromax -1.22969 0.27519
HTC 0.02346 0.02091
Sony -0.08753 0.16783
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OBJECTIVE 1 - TO IDENTIFY THE BRAND IMAGE OF BLACKBERRY
AMONGST THE TARGET AUDIENCE
Cluster Analysis
Hierarchical Cluster Analysis
Agglomeration Schedule
Stage
Cluster Combined
Coefficients
Stage Cluster FirstAppears
NextStageCluster 1 Cluster 2 Cluster 1 Cluster 2
1 23 55 0.000 0 0 5
2 58 67 .081 0 0 30
3 53 74 .086 0 0 12
4 28 51 .086 0 0 6
5 23 49 .086 1 0 29
6 27 28 .170 0 4 13
7 71 76 .181 0 0 23
8 6 63 .194 0 0 45
9 42 72 .199 0 0 20
10 31 54 .302 0 0 16
11 43 46 .332 0 0 17
12 48 53 .365 0 3 20
13 22 27 .367 0 6 26
14 38 69 .395 0 0 31
15 33 65 .435 0 0 38
16 19 31 .458 0 10 40
17 2 43 .477 0 11 39
18 13 32 .492 0 0 43
19 37 50 .535 0 0 29
20 42 48 .545 9 12 26
21 11 61 .583 0 0 53
22 10 70 .584 0 0 41
23 24 71 .715 0 7 35
24 59 68 .758 0 0 27
25 25 36 .819 0 0 51
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26 22 42 .841 13 20 33
27 17 59 .917 0 24 43
28 12 52 .992 0 0 50
29 23 37 .993 5 19 42
30 58 73 1.035 2 0 55
31 38 56 1.036 14 0 52
32 5 30 1.068 0 0 67
33 3 22 1.109 0 26 39
34 16 60 1.119 0 0 63
35 24 44 1.155 23 0 46
36 14 57 1.183 0 0 64
37 18 26 1.210 0 0 44
38 33 34 1.289 15 0 56
39 2 3 1.325 17 33 52
40 19 21 1.384 16 0 58
41 4 10 1.414 0 22 5342 8 23 1.437 0 29 48
43 13 17 1.442 18 27 54
44 1 18 1.513 0 37 66
45 6 40 1.585 8 0 57
46 24 77 1.588 35 0 55
47 7 45 1.601 0 0 62
48 8 78 1.871 42 0 56
49 9 66 1.915 0 0 54
50 12 62 1.962 28 0 61
51 25 47 1.978 25 0 57
52 2 38 2.133 39 31 59
53 4 11 2.351 41 21 66
54 9 13 2.533 49 43 58
55 24 58 2.622 46 30 64
56 8 33 2.641 48 38 63
57 6 25 2.850 45 51 69
58 9 19 2.876 54 40 65
59 2 29 3.062 52 0 62
60 41 75 3.091 0 0 67
61 12 35 3.169 50 0 72
62 2 7 3.445 59 47 65
63 8 16 4.044 56 34 69
64 14 24 4.284 36 55 68
65 2 9 4.293 62 58 68
66 1 4 4.946 44 53 71
67 5 41 5.453 32 60 73
68 2 14 5.549 65 64 70
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69 6 8 6.341 57 63 70
70 2 6 6.834 68 69 71
71 1 2 8.143 66 70 72
72 1 12 9.320 71 61 74
73 5 20 12.285 67 0 74
74 1 5 13.830 72 73 75
75 1 39 14.894 74 0 76
76 1 64 18.534 75 0 77
77 1 15 19.736 76 0 0
Cluster Membership
Case8
Clusters7
Clusters6
Clusters5
Clusters4
Clusters3
Clusters2
Clusters
1 1 1 1 1 1 1 1
2 2 1 1 1 1 1 1
3 2 1 1 1 1 1 1
4 1 1 1 1 1 1 1
5 3 2 2 2 1 1 1
6 2 1 1 1 1 1 1
7 2 1 1 1 1 1 1
8 2 1 1 1 1 1 1
9 2 1 1 1 1 1 1
10 1 1 1 1 1 1 1
11 1 1 1 1 1 1 1
12 4 3 1 1 1 1 1
13 2 1 1 1 1 1 1
14 2 1 1 1 1 1 1
15 5 4 3 3 2 2 2
16 2 1 1 1 1 1 1
17 2 1 1 1 1 1 1
18 1 1 1 1 1 1 1
19 2 1 1 1 1 1 1
20 6 5 4 2 1 1 1
21 2 1 1 1 1 1 1
22 2 1 1 1 1 1 1
23 2 1 1 1 1 1 1
24 2 1 1 1 1 1 1
25 2 1 1 1 1 1 1
26 1 1 1 1 1 1 1
27 2 1 1 1 1 1 1
28 2 1 1 1 1 1 1
29 2 1 1 1 1 1 1
30 3 2 2 2 1 1 1
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31 2 1 1 1 1 1 1
32 2 1 1 1 1 1 1
33 2 1 1 1 1 1 1
34 2 1 1 1 1 1 1
35 4 3 1 1 1 1 1
36 2 1 1 1 1 1 1
37 2 1 1 1 1 1 1
38 2 1 1 1 1 1 1
39 7 6 5 4 3 1 1
40 2 1 1 1 1 1 1
41 3 2 2 2 1 1 1
42 2 1 1 1 1 1 1
43 2 1 1 1 1 1 1
44 2 1 1 1 1 1 1
45 2 1 1 1 1 1 1
46 2 1 1 1 1 1 147 2 1 1 1 1 1 1
48 2 1 1 1 1 1 1
49 2 1 1 1 1 1 1
50 2 1 1 1 1 1 1
51 2 1 1 1 1 1 1
52 4 3 1 1 1 1 1
53 2 1 1 1 1 1 1
54 2 1 1 1 1 1 1
55 2 1 1 1 1 1 1
56 2 1 1 1 1 1 1
57 2 1 1 1 1 1 1
58 2 1 1 1 1 1 1
59 2 1 1 1 1 1 1
60 2 1 1 1 1 1 1
61 1 1 1 1 1 1 1
62 4 3 1 1 1 1 1
63 2 1 1 1 1 1 1
64 8 7 6 5 4 3 1
65 2 1 1 1 1 1 1
66 2 1 1 1 1 1 1
67 2 1 1 1 1 1 1
68 2 1 1 1 1 1 1
69 2 1 1 1 1 1 1
70 1 1 1 1 1 1 1
71 2 1 1 1 1 1 1
72 2 1 1 1 1 1 1
73 2 1 1 1 1 1 1
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74 2 1 1 1 1 1 1
75 3 2 2 2 1 1 1
76 2 1 1 1 1 1 1
77 2 1 1 1 1 1 1
78 2 1 1 1 1 1 1
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Analysis:
1. From the Agglomeration schedule it can be seen that the different between the
coefficients is maximum 75th
and 76th
stage. Thus, it is a 2 cluster solution.
2. From the Cluster membership table, we see that almost all of the respondents fall
under one cluster, except for respondent 15. Thus, it is a 1 cluster solution. The same
can be seen graphically from the Dendogram.
Two-Step Cluster
Clustering Criterion: Akaikes Information Criterion (AIC)
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Clustering Criterion: Schwarzs Bayesian Criterion (BIC)
Analysis
1. From the Two-step cluster method, we get only a 1 cluster solution.
Combined Analysis:
Since most of the results confirm that it is a 1 cluster solution, we cannot segregate the
respondents into 2 or more clusters based on the Factors they look into when it comes to a
Smartphone.
Cluster AnalysisPsychographics
First, a Factor Analysis was done and 3 factors were identified out of the 9 Likert scale statements
pertaining to the respondents personality and lifestyle.
Factor Analysis
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Communalities
Initial Extraction
Express your level of agreement /disagreement for the followingstatements:-I like to try new and differentthings
1.000 .654
Express your level of agreement /disagreement for the followingstatements:-I like to travel a lot
1.000 .430
Express your level of agreement /disagreement for the followingstatements:-My greatest achievementsare ahead of me
1.000 .809
Express your level of agreement /disagreement for the followingstatements:-I am more conventional thanexperimental
1.000 .434
Express your level of agreement /disagreement for the following
statements:-I prefer shopping on-line,rather than at physical stores
1.000 .637
Express your level of agreement /disagreement for the followingstatements:-I am a heavy user of CreditCard User
1.000 .494
Express your level of agreement /disagreement for the followingstatements:-I prefer to use domesticbrands instead of international ones
1.000 .317
Express your level of agreement /disagreement for the followingstatements:-I like to keep up-to-date with
new technology
1.000 .573
Express your level of agreement /disagreement for the followingstatements:-I am present on more thanone social media platforms (Facebook,Twitter, LinkedIn etc)
1.000 .587
Extraction Method: Principal Component Analysis.
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Express your level of agreement / disagreement forthe following statements:-I am present on morethan one social media platforms (Facebook,Twitter, LinkedIn etc)
.541 .336 .427
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a. Rotation converged in 4 iterations.
Analysis:
1. From the Rotated component matrix, 3 factors were identified (using 0.6 as the cut-off
value)
a. Factor 1Experimental
b. Factor 2Heavy Shopper
c. Factor 3Achievement Seeking
These factor scores were then used for Clustering respondents based on their psychographic
profile.
Hierarchical Cluster Analysis
Agglomeration Schedule
Stage
Cluster Combined
Coefficients
Stage Cluster FirstAppears
NextStageCluster 1 Cluster 2 Cluster 1 Cluster 2
1 4 40 0.000 0 0 24
2 26 53 .024 0 0 8
3 34 49 .045 0 0 12
4 29 77 .047 0 0 31
5 46 50 .052 0 0 17
6 9 51 .065 0 0 27
7 2 73 .066 0 0 10
8 26 31 .071 2 0 26
9 10 16 .097 0 0 22
10 2 28 .101 7 0 18
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11 11 70 .104 0 0 24
12 32 34 .110 0 3 28
13 57 78 .140 0 0 55
14 27 68 .158 0 0 36
15 48 52 .162 0 0 22
16 36 62 .173 0 0 36
17 46 75 .173 5 0 35
18 2 7 .179 10 0 40
19 18 63 .189 0 0 42
20 33 44 .191 0 0 38
21 14 69 .191 0 0 65
22 10 48 .203 9 15 44
23 1 67 .213 0 0 33
24 4 11 .247 1 11 41
25 19 43 .248 0 0 29
26 26 41 .266 8 0 4427 9 24 .276 6 0 41
28 3 32 .292 0 12 47
29 19 56 .321 25 0 52
30 13 35 .328 0 0 34
31 20 29 .391 0 4 49
32 60 66 .419 0 0 52
33 1 65 .445 23 0 48
34 13 55 .445 30 0 50
35 17 46 .473 0 17 48
36 27 36 .477 14 16 54
37 71 76 .495 0 0 61
38 8 33 .533 0 20 46
39 72 74 .534 0 0 67
40 2 22 .556 18 0 49
41 4 9 .595 24 27 47
42 18 38 .608 19 0 54
43 12 42 .674 0 0 56
44 10 26 .759 22 26 59
45 15 58 .767 0 0 62
46 8 59 .812 38 0 57
47 3 4 .817 28 41 57
48 1 17 .917 33 35 60
49 2 20 .928 40 31 59
50 6 13 .947 0 34 60
51 45 47 1.041 0 0 58
52 19 60 1.096 29 32 58
53 23 39 1.115 0 0 70
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54 18 27 1.273 42 36 63
55 37 57 1.325 0 13 65
56 12 61 1.383 43 0 72
57 3 8 1.434 47 46 64
58 19 45 1.514 52 51 66
59 2 10 1.618 49 44 64
60 1 6 1.704 48 50 63
61 21 71 1.879 0 37 70
62 15 54 2.113 45 0 77
63 1 18 2.120 60 54 68
64 2 3 2.237 59 57 68
65 14 37 2.426 21 55 71
66 5 19 2.531 0 58 67
67 5 72 4.149 66 39 69
68 1 2 4.328 63 64 71
69 5 64 4.606 67 0 7370 21 23 4.794 61 53 76
71 1 14 4.948 68 65 74
72 12 30 5.302 56 0 74
73 5 25 6.285 69 0 75
74 1 12 7.162 71 72 75
75 1 5 7.943 74 73 76
76 1 21 9.308 75 70 77
77 1 15 12.169 76 62 0
Cluster Membership
Case5
Clusters4
Clusters3
Clusters2
Clusters
1 1 1 1 1
2 1 1 1 1
3 1 1 1 1
4 1 1 1 1
5 2 2 1 1
6 1 1 1 1
7 1 1 1 1
8 1 1 1 1
9 1 1 1 1
10 1 1 1 1
11 1 1 1 1
12 3 1 1 1
13 1 1 1 1
14 1 1 1 1
15 4 3 2 2
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16 1 1 1 1
17 1 1 1 1
18 1 1 1 1
19 2 2 1 1
20 1 1 1 1
21 5 4 3 1
22 1 1 1 1
23 5 4 3 1
24 1 1 1 1
25 2 2 1 1
26 1 1 1 1
27 1 1 1 1
28 1 1 1 1
29 1 1 1 1
30 3 1 1 1
31 1 1 1 132 1 1 1 1
33 1 1 1 1
34 1 1 1 1
35 1 1 1 1
36 1 1 1 1
37 1 1 1 1
38 1 1 1 1
39 5 4 3 1
40 1 1 1 1
41 1 1 1 1
42 3 1 1 1
43 2 2 1 1
44 1 1 1 1
45 2 2 1 1
46 1 1 1 1
47 2 2 1 1
48 1 1 1 1
49 1 1 1 1
50 1 1 1 1
51 1 1 1 1
52 1 1 1 1
53 1 1 1 1
54 4 3 2 2
55 1 1 1 1
56 2 2 1 1
57 1 1 1 1
58 4 3 2 2
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59 1 1 1 1
60 2 2 1 1
61 3 1 1 1
62 1 1 1 1
63 1 1 1 1
64 2 2 1 1
65 1 1 1 1
66 2 2 1 1
67 1 1 1 1
68 1 1 1 1
69 1 1 1 1
70 1 1 1 1
71 5 4 3 1
72 2 2 1 1
73 1 1 1 1
74 2 2 1 175 1 1 1 1
76 5 4 3 1
77 1 1 1 1
78 1 1 1 1
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Two-Step ClusterClustering Criterion: Akaikes Information Criterion (AIC)
Clustering Criterion: Schwarzs Bayesian Criterion (BIC)
Analysis:
1. From the Agglomeration Schedule, it can be seen that we have a 2 cluster solution, which is also
pictorially represented in the Dendogram.
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2. A considerable number of cases move from cluster 1 to cluster 2 or 3 when we move from the 2
cluster solution to the 3 cluster solution column, in the cluster membership table. Thus we have
a 2 cluster solution.
3. From the Two-step solution, we get a 2 cluster solution when we use the AIC clustering
criterion.
We conducted a K-means cluster using 2 clusters as a fixed criterion. This gave us a overview of how the
2 cluster varied in terms of the underlying psychographic factors.
K-Means cluster
Thus, we see that Cluster 1is a heavy shopping & Achievement seeking cluster, whereas, Cluster 2are
comprised of Experimenters. We thus have 2 distinct clusters when respondents are split in terms of
their psychographic profile. We then proceeded to profile each of these cluster based on demographic
parameters, usage pattern and other relevant factors.
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Cluster ProfilingAge is the only demographic factor that had a significant relationship with cluster membership, as
shown below.
Cluster Number of Case - Psychographics * What is your age?
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From the Chi-Sqr. analysis, it is evident that there is a significant relation between age and the
psychographic cluster membership. The bar chart depicts that, young customers (18 24 yrs)
are more experimental in nature.
Since all other demographic & usage factors did not have a significant relationship with the
cluster membership, we are presenting just the sample demographics of each cluster, in the
following bar-graphs:
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The household income does not vary between different clusters. 46% of the experimenters lie in the
above Rs 10 lakh segment. 96 % of the respondents lie in the Rs 20000 to Rs 10 lakh segment.
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Most of the respondents are under graduate or post graduate.
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Both Heavy shoppers and experimenters perceive Blackberry to be a professional brand.
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RECOMMENDATIONS
Young executives are open to experience and demanding when it comes to high involvement
products like mobile phones, with this customer segment in mind lets look at the marketing
strategies for blackberry for a successful revamp
1. Product:
a) Customers desire a brand that is synonymous for products that provide a high battery
backup, looks and feels premium, is easy to use and has a high storage space available.
According to post hoc analysis customers do not associate any brand in general for battery
backup or storage space and this can be leveraged in favor of blackberry. Blackberrys
current offerings feature 1800 to 2000 mAh battery packs which through software
optimizations work well for a day but in the age where competition is coming in with 3000-
5000mah batteries to differentiate its offerings as a battery durable offering, blackberry can
imbibe dual carbon quick charging battery packs that will reduce the charging time from
few hours to a few minutes. For storage extended Nand array solutions from Samsung can
be brought in to give storage way above the market offerings currently.
b) Secondly, the look and feelof the device should be premium. With competitors bringing in
leather, glass and metal based designs to the market, blackberry can position itself
differently by introducing a new lineage of materials like soft-rubber and curved glass. Apart
from this it can move away from the tried and tested rectangular phones to more rounded
designs with bendable displays folded to form multiple display devices that can act as
smartphones with the main screen on and as feature phones with the auxiliary screen
providing access to call, sms and apps like whatsapp etc.
c) The third important feature that customers desire is ease of use, iOs is known for being
handy from the get go and android even though is heavily customizable is very easy to use,
even for first time users. Blackberry OS10 on the other hand with the multi gesture usage
and app store with small number of Applicationsis very difficult to use and has been rated
very low on functionality. The ideal recommendation for blackberry would be to adopt a
version of android into its fold with access to play store and all of Google apps to give a
more functional identity to the phone (as most customers have reported blackberry to be
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low on functionality), extending android and building into it its core BES (Blackberry
Enterprise solutions) would provide blackberry a secure OS with premium features as
desired by corporate users.
2. Price:
Price sensitivity for users was according to device functionality with customers being less
sensitive for a preferred brand like Apple and willing to spend between (40,000-70,000
Rupees) for a device. For the least preferred brand like Blackberry pricing was not a criteria
as customers did not find the device functional and were very insensitive to the brand. So
for a pricing strategy first Blackberry has to be moved to the desired or evoked set of
customers brand identification, without which the price analysis becomes extremely
difficult.
3. Place:
Customers prefer to buy offline as they prefer the look and feel of the product when looking
for a device. The distribution of blackberry has to be focused around the offline channel
building by offering high retailer margins and going in for store in store concepts to make
phone available across all regions.
4. Promotions:
The image of blackberry is professional across both clusters heavy shoppers andexperimenters and there is good connect with young executive, but to identify with the new
age customers who are more experimental and open to experience the identity has to
change from blackberry boys to a more modern Millennials-connected everywhere.
The communication could be designed around office anywhere, young professionals who
have non-conventional job profiles like wild-life photographers who need a device as a
complete office solution.
Secondary communication around device features like: Battery, portable office, ease of use.Secondly, Since major respondents (50%) preferred purchasing devices by credit/debit
cards, promotions can be designed around tie-ups with payment providers like paytm,
PayPal and card providers like Visa, MasterCard with added points and benefits associated
with each device purchase and extended payment period/financing options.
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Revamp Position:
Blackberry is desired by customers to make a comeback with a much needed brand change and
change of identity with a focus on features desired by customers, the positioning of the brand
has to move from:
What customers desire from the brand:
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ANNEXURE
QUESTIONNAIRE
Q1 Are you a smart-phone user? If your answer is NO, please Exit the survey.
Yes (1)
No (2)
If Yes Is Selected, Then Skip to Which Smartphone do you currently own? If No Is Selected, Then Skip to
End of Survey
Q2 Which Brand's Smartphone do you currently own?
Samsung (1)
Apple (2)
HTC (3)
Micromax (4)
Karbonn (5)
Sony (6)
Others, Please Specify (7) ____________________
Q3 Please list the last three smartphones you bought?
Q4 How often do you change your phone?
0-6 months (1)
6-12 months (2)
1 -2 years (3)
2-3 years (4)
more than 3 years (5)
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Q5 where do you buy your smartphones from?
Big Retail stores like Croma, Reliance Digital (1)
Online Websites (2)
Mobile Shops (3)
Others, Please specify (4) ____________________
Q6 Which mode of payment do you generally use while buying a smartphone?
Cash (1)
EMI (2)
Internet Banking (while buying online) (3)
Debit Card/Credit Card (4)
Q7 Why did you buy your current smartphone?
Q8 What all applications do you generally use in your smartphone?
Office Apps (Word, PowerPoint, Excel etc.) (1)
Lifestyle (2)
Entertainment (3)
Photography (4)
Tools/Utilities (Torch, Barcode Scanner etc.) (5)
Others, please specify (6) ____________________
Q9 On a daily basis, for how many hours do you use your smart-phone?
(1)
3 to less than 6 hours (2)
6 to less than 9 hours (3)
Greater than 9 hours (4)
Q10 Express your level of agreement / disagreement for the following statements:
Strongly Disagree
(1)
Disagree (2) Neither Agree nor
Disagree (3)
Agree (4) Strongly Agree
I like to try new
and different
things (1)
I like to travel a lot
(2)
My greatest
achievements are
ahead of me (3)
I am more
conventional than
experimental (4)
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I prefer shopping
on-line, rather
than at physical
stores (5)
I am a heavy user
of Credit Card
User (6)
I prefer to use
domestic brands
instead of
international ones
(7)
I like to keep up-
to-date with new
technology (8)
I am present on
more than one
social mediaplatforms
(Facebook,
Twitter, LinkedIn
etc) (9)
Q11 Express your level of agreement / disagreement for the following statements:
Strongly Disagree
(1)
Disagree (2) Neither Agree
nor Disagree (3)
Agree (4) Strongly Agree
(5)
I mainly use my
phone for work
related/functional
purposes (1)
My mobile phone
is my social lifeline
(2)
I regularly use my
phone for
entertainment
purposes like
Gaming etc. (3)
Mobile proves a
boon to my busyschedule (4)
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Q12 Please rate the following factors, you look for in a smartphone, on a scale of 1 to 5, with 1 being the
least Important and 5 being the most important
Least Important
(1)
Unimportant (2) Neither
Important nor
Unimportant (3)
Important (4) Most Important
(5)
Availability (1)
After sales service
(2)
Affordability (3)
Look and Feel (4)
Ease of Use (5)
MobileApplications
(6)
Camera Quality (7)
Office Utility(Document Editing,
E-Mail,
Interoperability)
(8)
Smart Assistant
(Siri, Google Now)
(9)
Battery Life (10)
Memory Storage
(11)
Brand Image (12)
Q13 Please rate the following smartphones on the given factors, according to your perception, on a
scale of 1 to 5, with 1 being the least and 5 being the highest.
Blackberry
(1)
Samsung (2) Apple (3) Micromax
(4)
HTC (5) Sony (6)
Availability (1)
After sales
service (2)
Affordability (3)
Look and Feel (4)
Ease of Use (5)
Mobile
Applications (6)
Camera Quality
(7)
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Office Utility
(Document
Editing, E-Mail,
Interoperability)
(8)
Smart Assistant
(Siri, Google
Now) (9)
Battery Life (10)
Storage Memory
(11)
Brand Image (12)
Q14 Please rate your likelihood to buy the following brands of smart-phones.
Definitely Not
Buy (1)
Not Buy (2) Maybe (3) Will Buy (4) Definitely Buy
(5)
Samsung (1)
Apple (2)
Blackberry (3)
Micromax (4)
HTC (5)
Sony (6)
Q15 How likely are you to recommend a Blackberry smartphone to someone?
Very Unlikely (1) Somewhat
Unlikely (2)
Undecided (3) Somewhat
Likely (4)
Very Likely (5)
Recommend (1)
Q16 What are the top 3 features you look for in a smartphone while buying?
Q17 How do you view Blackberry as a person?
Professional (1)
Sporty (2)
Fun-Loving (3)
Stylish/Trendy (4)
Others, Please Specify (5) ____________________
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Q18 If Blackberry were to die tomorrow, what would you write in its obituary?
Q19 If you were a doctor and Blackberry was your patient, what would you recommend to it?
Q20 What is your Gender?
Male (1)
Female (2)
Q21 What is your age?
18-24 (1)
25-30 (2)
Q22 What is your annual household income?
Less than Rs. 200000 (1)
Rs. 200001 - Rs. 500000 (2)
Rs. 500001 - Rs. 1000000 (3)
Above Rs. 10 lakh (4)
Q23 What is your profession?
Student (1)
Business/ Self Employed (2)
Government Employee (3)
Private Job (4)
Others, Please Specify (5) ____________________
Q24 Please specify your Education.
Under-graduate (1)
Post-Graduate (2)
Doctorate (3)
Others (4)