The goal of this project was to create a promotion strategy for BlackBerry by repositioning the brand.

1. 1
Sales Promotion Strategy
Ashley Ahl | Lisa Laffend | Alex Ludel | Deanna Nanni | Bethany Rock

2. 2
Strategic
Analysis

3. 3
Brand Analysis & Repositioning
Current Situation:
In 1984 a couple of engineer students founded RIM. Jim Basille joined the company
where he invested his time to help make the company grow. The RIM 900 pager
launched in 1996 and it was a two-way pager. Then in 1998 the RIM 950 wireless
handheld was the first BlackBerry. BlackBerry positioned its products, so that any
customer could access email on the go or at home. This was appealing to customers,
especially in 2008. The phone had access to email, Internet faxing, texting, and mobile
phone. BlackBerry’s key target audience is a corporate executive who always has email
to check and who is always traveling. The email factor is what stood out to all customers
and it was a big deal to have a BlackBerry phone. The design and the features for the
phone is what created this positioning statement.
BlackBerry also has high security, which the government forces use. “Many in the
regulated industries—those with the most stringent security needs—still depend solely on
BlackBerry to secure their mobile infrastructure. For governments, BlackBerry cannot
just be replaced—we are the only MDM provider to obtain "Authority to Operate" on
U.S. Department of Defense (DoD) networks” (Chen). They are the most mobile secure
networks and consumers like to feel secure, especially when they are using the Internet.
Due to market demands and consumer needs, in 2013, BlackBerry had to reposition their
brand to match its competitors. They decided to streamline their “devices business model
and partner with Foxconn to manufacture smartphones in Indonesia and other fast
growing markets” (Chen). The design and hardware team will be making new models
sold at a competitive price. Even though they are repositioning they still focus on iconic
design, world-class security, and software development.
Between the years of 2013 and 2015 BlackBerry was facing hardships to stay above the
competitive advantage. In 2015 they turned around and positioned BlackBerry differently
with a new strategy. As BlackBerry was in a death spiral they created the BlackBerry Z
10, which was its first ever, touchscreen device. It had positive reviews, but it just did not
get consumers attention. The iPhone was so prevailing that BlackBerry could not keep up
(Wheatley).
In July of 2015 BlackBerry announced a new partnership with Android. This increased
mobile security, better device management, and easier deployment of apps on Android
devices. BlackBerry stated:
“New features are now available through Android and BES12 that enable
organizations to further secure enterprise and personal data on Android devices,
set new levels of hardware based encryption, and ensure tight integration with
Google Play™ for Work, for increased application management, while delivering
a consistent end-user and management experience across their Android fleet”
(Keller).

4. 4
Smartphone Product Line:
Name of Phone Feature Feature Feature Feature
DTEK 60
Powered by
Android
Most secure
Android
Smartphone
5.5” Quad HD
Display
21 MP Auto
Focus Camera
2 TB Micro SD
Card Support
DTEK 50
Powered by
Android
Most secure
Android
Smartphone
5.2” Scratch-
resistant
display
13 MP Auto
Focus Camera
2 TB Micro SD
Card Support
PRIV powered
by Android
Slide-out and
virtual
keyboard
powered by
Android
5.4” Immersive
dual-curve
Display
18 MP Dual
Flash Camera
Withstand up to
22.5 hours of
mixed use
BlackBerry
Passport
A large wide
touchscreen
and touch
sensitive
keyboard
Everything is
fit to screen
great for
business and
traveling
Ultimate
security
Battery life:
30 hours mixed
use, 24 hours
talk time, 11
hours video
playback
BlackBerry
Classic
3.5 Square
touch screen
16gb storage 8 MP Camera 22 Hours
Battery life
BlackBerry Leap 5” HD screen 16gb storage 8 MP camera 22 hours
battery life
Key Competitors:
● Apple- Apple’s iPhone was first released in 2007, and within three years it
overtook BlackBerry as the number one smartphone by market share. Apple
released their first iPhone on June 29, 2007. It was called the iPhone 3G, which
was then called the iPhone 3GS and then iPhone 4, 4s, 5, 5s, 6, 6 plus, 6s, and
now the iPhone 7. Apple has tremendously grown over these past years. 39% of
market share are an Apple iPhone user. Apple is seen as an aspirational gadget
with most people thinking it is more expensive than android phones. Apple
phones are protected by Apple care which cost extra money. People prefer to have
an iPhone if they have a MacBook pro or tablet because they can connect their
apps, music, and messages all together.
● Samsung- Samsung’s phones are known to be unique, slim, water resistant, and
highly advanced. The popular phones are Galaxy s7 edge, galaxy s7, Galaxy s6,
Galaxy S6 edge +, Galaxy s5. The alignment of the phone has been criticized.
Recently, there are stories where the phones overheated and caught on fire. The
good thing about Samsung is its large screens and unique features. They also have
more storage because they use micro SD cards. Lastly the phones are completely
customizable. They have widgets, shortcuts, and apps. They even have a two-year
warranty.

5. 5
Positioning Statement:
BlackBerry is known for its security, email awareness, and its iconic keyboard style.
Based on research, we know that BlackBerry’s main target audience is predominantly
males ages 35-49. Men are 23% more likely to use Blackberry phones, while women
under indexed, making them less likely. This phone is geared towards the male audience
because men tend to like the easy accessibility to email and security features. Since
Apple takes the marketplace, Android and Samsung users and BlackBerry only has a
small market place, it is important for us to reposition Samsung to new users or to acquire
the old users.
Since people are so fixated on either Samsung or Apple phones it will be hard to get them
to switch over to a BlackBerry phone. The best way to acquire customers is by doing
research on current customers and seeing why they use BlackBerry. Given that
information, we will then be able to create promotions to entice users to stick with
BlackBerry. The promotions we decide to use will not only keep the retention of current
customers, but entice new customers to become BlackBerry users.
The way BlackBerry will be positioned is to businesses who require workers to have a
work phone. BlackBerry’s products are great for work phones compared to iPhone’s and
Samsung phones. The battery life is much longer, the storage is greater, and the security
is best in its class. This will build a partnership with companies who decide to use
BlackBerry as their choice of work phone. This is also beneficial for the worker because
he/she will not have to worry about having work information on his/her personal phone.
Another way we can reposition BlackBerry is through new promotion deals. This will
target current BlackBerry users, because we do not want them to switch when their
contract is up. It will also target users who do not have cell phones or users who are
looking for a new cell phone after their contract is finished. These promotion deals will
include, bundle packages, “mail in rebates”, and a two year warranty. The bundle
packages will appear on Martin Luther King Day, Valentine’s Day, and St. Patty’s Day.
The bundle package will include, cell phone charger, earbuds, Bluetooth set, and a case.
This is a great deal because these accessories can cost up to $100. The “mail in rebates”
offer will occur during the whole campaign. BlackBerry will offer a $200 rebate for each
BlackBerry phone bought.

6. 6
Current Advertisements:

7. 7

8. 8
Target Audience
Based on data collected using Simmons OneView, which can be found in the Appendix,
BlackBerry’s target consumers are males ages 35-49. Consumers who have a Bachelor’s
degree are 70% more likely than the average consumer to own a BlackBerry. Our target
audience makes $75,000 or more annually and is primarily in the Business or Financial
Operations fields. Individuals who use their phones for business related purposes are
212% more likely than the average consumer to own a BlackBerry, compared to 59% for
Apple. Based on our research, individuals who believe in paying more for quality goods
are 48% more likely to own a BlackBerry, showing that our target audience believes in
the value of their phone.

9. 9
Competitive Analysis
Despite the last few years of waning sales, BlackBerry is the veteran of the smartphone
market. Its brand recognition is very high, and a quick Google search reveals that
BlackBerry has never suffered a scandal—no exploding phones, or missing headphone
jacks. The problem is, consumers haven’t been given anything new to feel about the brand
since it launched in 1999. The following is an analysis of BlackBerry’s new headlining
device, the PRIV, as compared to its top competition.
Product Attributes
BlackBerry PRIV Apple iPhone 7 Samsung Galaxy 7
Battery Life ✔
Ease of Use ✔
Design ✔
Features ✔
Performance ✔
Screen Durability ✔
Weight (lightest) ✔
Rear camera MP ✔
Storage options ✔
The above chart may be surprising to see. In the top features consumers look at, when
compared side-by-side (as conducted using the Verizon Wireless’ online compare
feature,) the BlackBerry PRIV outperforms both the much-loved iPhone, and the Galaxy.
This conclusion was drawn from customer reviews and ratings, as well as the actual specs
of the devices.
Currently, the PRIV has very strong battery life between the three at 17 days stand-by,
and 22.5h usage expectations. The iPhone falls very short at 10 days/14h, and the Galaxy
wins at 12 days/27h. Battery life is extremely important to consumers, even non-business
users. The fact that the PRIV outperforms the iPhone so spectacularly is a major
opportunity for promotional efforts. In regards to user reviews, the PRIV scores 5/5 stars

10. 10
on the Verizon website. It’s worth noting that there are only 164 PRIV reviews to the
Galaxy’s 4503, and the iPhone’s 2865. However, 5/5 stars is a statistical anomaly in any
US industry where consumers love to complain. The 5 star rating was a cumulative score
of the following criteria: ease of use, design, features, and performance. In all of these
categories, the PRIV defeated the iPhone and Galaxy by at least 1/10 of a point.
Because these ratings are all from Verizon Wireless customers, best practices tell us to
take these reviews with a grain of salt. However, unlike the Galaxy 7 or the iPhone 7, the
PRIV has remained basically unchanged and on the market since October 2015. It has
been well over a year, and yet it still has a 5 star rating on the biggest wireless carrier in
the country.
In the remaining features in the chart above, the PRIV continues to dominate. It’s the
only device of the three constructed with shatterproof Gorilla glass, and its rear-facing
camera is 6 megapixels larger than both the Galaxy and the iPhone’s 12 MP. The PRIV
only falls short in weight (it’s the heaviest,) and storage options (32gb only.) Given the
choice between the three, the BlackBerry PRIV comes out the clear winner for both work
and play.
Company Attributes
BlackBerry Apple iPhone Samsung Galaxy
Market Share ✔
Social Media
Presence
✔
Customer Service
Reviews
✔
Community
Engagement
✔
Ad Spending ✔
The three titans of the mobile industry are all powerful in their own right. Some metrics,
however, paint Samsung as the clear dominating force. Samsung owns over 20% of the
global market due in large part to their continued control of the Asian continent. Apple
controls only 12.5%, and BlackBerry’s share is too small to measure without a
subscription to Statista. In regards to social media, Apple’s Klout score (a popular online-
presence metric) is 89 as of Q1. The latest score for BlackBerry comes from 2011, which
showed BlackBerry users as being more influential than either android or iPhone users.
But, since this data is out-of-date, Apple gets the win. Samsung’s Klout score was

11. 11
unavailable, but socialmention.com indicates the term “Samsung Galaxy” earns posts of
which 23% are positive, and 5% are negative.
The Customer Service Scoreboard is an independent forum-style website that accrues
customer service stories from social posts. BlackBerry’s customer service rating is 24,
while Apple wins with a 45. Samsung also scores low with 28. In regards to engagement,
the only way I best knew how to measure this was to look at each brand's social
following. In this regard, Samsung wins with over 12 million twitter followers (Apple –
685K, BlackBerry – 4.56 million). This is likely due in part to Samsung’s massive market
share.
In regards to ad spending, finding recent spending numbers proved challenging, but
historical data shows that Samsung outspends Apple by an average of 20% in the US
every year. BlackBerry’s spending, while improving, remains low at about $90 million a
year.

12. 12
Promotional
Strategies

13. 13
Sales Force Promotions
For our internal sales team (which are responsible to getting BlackBerry units into retail
stores all across the country, as well as creating business partnerships,) the reps who hit a
sales goal of at least $30,000 in the 3-month promotion period will be treated to an all
expenses-paid trip to a wine vineyard that specializes in Blackberry Merlot. We estimate
this trip to cost $5000 per attendee (highest estimate includes 1 cross-country first-class
flight, limo service to-and-from airport and vineyard, a 3-night/4 day stay at a 5-star
hotel, plus food and drinks.) Given the profit-per-sales-rep at $25,000, if 10-30 internal
employees hit this goal, this promotion could provide a return between $250,000–
$750,000.
Consumer Promotions
We will host Seasonal promotions on Martin Luther King Day, Valentine's Day, and
Saint Patrick’s Day. One promotion that will occur during the seasonal promotion is a
bundling deal. The bundle package will include the cell phone (Priv, Classic, or
Passport), case, ear buds, and Bluetooth speaker. Each bundle package deal will include a
cell phone charger, phone case, ear buds, and Bluetooth set. The bundle package is a
great deal because this is a $100 value on top of the MSRP with a 10% discount! This
will entice customers to purchase a BlackBerry phone because of the deal. The bundle
package deal will last for a week per holiday. The promotion will occur on television ads
and run on local and prime television. We will also have posters outside of the stores and
in the stores to advertise the deal. The dates that the bundle package will be offered for
Martin Luther King Day is Monday, January 16th to Sunday, January 22nd. The dates
that the bundle package will be offered for Valentine’s Day is Tuesday, February 14th to
Monday, February 20th. Lastly, for Saint Patrick’s Day the bundle package offer will run
from Friday, March 17th to Thursday, March 23rd.
We broke down the cost by how much each bundle item is worth. The case is $30, ear
buds is $20, and the Bluetooth speaker is $50. The new bundled price is the average
selling price of the phone plus the $100 value minus the discount of 10%. ($348.14 +
$100 value) - 10% = $405 average price for the bundled package. The goal for our
seasonal promotions is to sell 24,900 units. Our goal is to earn revenue of $10,084,500.
(24,900 * 405 = $10,084,500). Expense for promotion is $100 (value of bundle) * 24,900
units sold = $2,490,000.
The next promotion we will host is Mail-in Rebate all 3 months for $100 off. The mail in
rebate will entail customers to fill out a slip located in the packaging of the phone and
they have to fill it out and mail it back. We will credit the consumer's account $100 if
they fill this out. The mail in rebate will incentivize consumers to buy a BlackBerry

14. 14
phone because they will save money and technically are not paying the ticketed price of
the phone. We expect about 41,500 units to be sold during our promotion period. We
expect 50% of users to use the mail in rebate. We predict 50% of units sold will turn in a
rebate, so we project about 20,750 rebates to be turned in.
The math is as follows: If we receive 20,750 rebates, BlackBerry will pay $2,075,000 in
expenses (20,750x$100). The expected Revenue is $14,477,810 (Average selling price
$348.14 * 41500)
The next promotion we will host is a trade-in promotion with the iPhone or Galaxy for
$100 off. (This offer may not be combined with the mail in rebate.) We expect about
1660 people to do this because we don’t see many people converting from iPhone or
Galaxy to a BlackBerry. Also, there are sites like Gazelle or Amazon where a user can
turn in their iPhone and receive cash back. If 1660 people do this offer we expect to give
up $166,000. The revenue = (1660 * Average selling price $348.14) $577,912.40. The
expense = $166,000 ($100 * 1160).
Our last promotion will feature a 2-year warranty. We will replace our customers cell
phone if the screen cracks; the cell phone is stolen, and post-warranty defects (electrical
or manufacture problem). It will not include water damage. We are prepared to handle
about 1660 units in this promotion period, totaling 2% of our unit goal, however
Statistically, 34% of all Americans who own a smartphone have experienced the screen
cracking. This means we need to prepare for 34% of all phones bought with the warranty
will be turned in. The warranty will have to be an additional $50 in order to make it
worthwhile. New price = Average selling price $348.14 + $50 warranty = $398.14. This
is if 1,660 units are bought with the additional $50 2-year warranty, The projected
revenue = $660,912.4 ($398.14 * 1160). If 34% of those phones are returned under
warranty, the expense will be for 394 phones totaling = $85,498 (394 * Average
production cost of $217) to replace them. Because this is a manufacturer’s warranty, the
only cost to the manufacturer is the cost of producing a replacement phone— not the cost
of selling a new phone to the retailer.
The sales goals for BlackBerry units are as followed. Our goal is to have Priv sales and
units increase by 10.4% with good promotions. Currently the total units sold of Priv=
400,000 and total Priv sales are $144,210,000. The way we did the math is as follows,
400,000x.104 (units increase)= 41,600 + 400,000 (currently sold)= 441,600 units of the
Priv projected to be sold after good use of promotion. Next, to figure out sales increase
we did, $144,210,000x .104 (sales increase)= 14,997,840 + $144,210,000 (currently
sold)=$159,207,840. Sales for Priv are expected to increase to $159,207,840 after having
good promotion.

15. 15
Our goal is to have Passport sales and units are to increase by 10.9% with good
promotions. Currently the total units of Passport sold= 190,000x .109= 20,800. 190,000 +
20,800= 210,800 units of Passport sold. The original sales for the Passport are
$72,970,000 and we expect the sales to increase by 10.9%. $72,970,000 x .109=
$7,953,730 + $72,970,000= $80,923,730. We project Passport sales to increase to
$80,923,730 after good promotion for the Passport.
Our goal is to have Classic sales and units increase by 41.6% with good
promotions. The total units sold are 50,000. 50,000 x .416= 20,800. We project to sell
70,800 BlackBerry Classic units after the promotion. We project sales to increase by
41.6%. The original total sales were $15,000,000. $15,000,000 x .416= 6,240,000. We
project our total sales for the BlackBerry Classic to increase to $21,240,000.
Trade Promotions
Incentivizing a sales force to push a product is one of the toughest things we do as
marketers. If the recent Wells-Fargo fiasco is any indication, at some point, a sales
employee will seek rewards and praise at the expense of doing a good job. Because of
this, we have a few ideas of how we can incentivize retail salespeople to push
BlackBerry, and encourage our own internal sales force to perform at their peak. The
first, and most simple, is giving away Visa gift cards and a free PRIV to sales people that
hit unit sales goals. We expect this promotion to generate approximately 4,980 new unit
sales. We anticipate 2 gift cards allotted per retail outlet, the first being $20, the second
being $50. The gift cards will only be distributed upon the employee reaching the goal.
Because the unit sales goal is 4,980, it’s possible we’ll see a max of 100 retail employees
earn the $20 gift card, or 50 retail employees earn the $50 gift card, or just 25 people earn
the free PRIV. The expected revenue of this promotion will be $1,733,737.20 ($348.14 *
4980). The expenses range from $2,000 – $5,500.
Focusing on selling BlackBerry as a business phone makes business focused conventions
and trade shows a perfect place to show off our phones. We’ll set up booths at five major
business trade shows. Our goal is to host a trade show at a more formal business focused
event. At the booths we’ll have a short video playing showing how useful our phones can
be to the average savvy businessperson as well as in everyday life. At the booth we’ll
have two trained employees working to answer questions about how the BlackBerry
phones stack up compared to other phones and with examples of situations BlackBerry
phones are particularly convenient for. The costs for this promotion include video
production which runs around $25,000 and a trade show budget, including rented floor
space, of $25,000. We hope to bring in at least $433,434.30 ($348.14 * 1245 new unit

16. 16
sales) in revenue when we host a trade-show. However, our expenses will cost at least
$50,000 and upwards of $1 million.
The video created for the conventions can be recycled for point of purchase sales
displays, which falls under our next promotional strategy of display promotions. At the
convention, interested retailers can acquire the video for free along with the rest of the
display. The display will be small and easy for carriers to set up in their store. It will
include one of each phone displayed in such a way for customers to easily try holding it
and using it. Important statistics like the battery life, screen durability, and other features
will be listed clearly in a bold font that will quickly catch customer’s attention. Above the
sample devices will be a screen showing the video created for the trade show where the
phones will be shown in various business settings so customers can see how easy and
convenient they are to use. As well as being free at any trade show or convention, when a
carrier purchases over x number of phones to stock in their store they will be provided
with one to help sales. The video production costs are already covered in the trade show
costs. Flat screen TVs to show the video on cost $11 per television, with a potential of
being placed in 2,330 Verizon stores, 5,532 AT&T stores, and 4,787 Sprint stores. The
display design itself will cost $126,490.
Other Promotions
To reinforce the value of Blackberry in the eyes of the consumer, we will spend
approximately ($30 million dollars) on a combination of TV commercials and billboards.
These advertisements would center on the theme of promoting how Blackberry has never
had a scandal and their product is superior in quality over competitors. By directly
advertising to consumers, Blackberry will once again be at the forefront of consumers’
minds and help increase buzz around the product. This will directly impact sales by
creating a demand for the product from the consumer.
● Based on previous ad spend for BlackBerry and knowing we are trying to boost
our share of market, share of mind, and share of voice. We expect to spend 30
million on advertising dollars per quarter. Previously BlackBerry spent 95 million
dollars on advertising dollars for the year, which is 23.75 million per quarter.
Alongside these advertisements, Blackberry would launch a parallel social media
campaign to directly target and engage the consumer with their product. Showcasing a
side-by-side comparison of Blackberry products, especially the PRIV, against Apple and
Samsung will showcase the superior qualities of Blackberry, increasing the awareness of
the product. Social media platforms such as Facebook, Instagram and Twitter would be
utilized to target consumers in different ways. Informational graphics showcasing
Blackberry’s qualities over competitors would be posted on the company’s Facebook

17. 17
page. Twitter would be utilized to target consumers who are using competitors’ products
and look for complaints on social media platforms to find opportunity to showcase how
Blackberry could be beneficial to them. On Instagram, pictures of Blackberry users
would be posted with captions indicating the unique benefits of Blackberry and how they
are utilized in everyday life. This campaign would be tied into the traditional advertising
mentioned to enhance success and more directly target consumers.

18. 18
Financial
Analysis

19. 19

20. 20
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23. 23
Appendix

24. 24
Competitor Data

25. 25
Simmons OneView Data

26. 26

27. 27