Lou Pope, Eric VanAlstyne, Macaria Verner, and Bailey Vos

Agenda 1. Background 2. Current Big Picture 3. Analysis of Current Big Picture 4. Revised Big Picture 5. Conclusion

PART 1: Background Blackberry Playbook

Background 1999 – Blackberry enters the telecommunications industry introducing the Blackberry – Blackberry introduces its first line of Smartphones – Blackberry grows at a rapid rate and reports 1 million new subscribers in 1 quarter – Blackberry introduces the Blackberry Playbook – Blackberry stocks begin to decline drastically.

PART 2: Current Big Picture Blackberry Playbook

What is the Blackberry Playbook? Blackberry Advertisement

Business Objective Blackberry Playbook Communication/ Entertainment Technology Increase Market Share Marketing Objective Acquisition Source of Volume Steal Share from all Tablet Creators MV: Take your life with you DV: Portable, Quality, Compact, and Convenient Segment Amber Collins Target Blackberry Playbook is great for taking your life on the go. Position Search Product Competitive Pricing PricePlace Information, Behavior Promotion STP Execute Current Big Picture

Current: Business Objective Fundamental Entity: BlackBerry Playbook (RIM)Core Competence: Communication and Entertainment TechnologyGoal: Gain market share in tablet industry

Current: Marketing Objective Acquisition

Current: Source of Volume Steal ShareCategory Definition: Tablet CreatorsCompetition in this Segment: All Tablets

Current: B2B2B 312 Million Americans 10.8% own a Tablet 33.7 Million Tablet Users Users 5% of Playbook Market Share $299 per Blackberry Playbook 1.7 Million Blackberry Playbook Users $508 Million in Revenue Bodies Behaviors Bucks X X X=

Current: Segment Main Variable: Need to take your life on the goDynamic Variable: Portable, Quality, Compact, and Convenient

Current: Target Amber Collins Realtor Lives in New York City Mother of three Married for 6 years Enjoys her weekly wine night on Skype with college friends Never leaves the house without her phone Loves to watch movies

Current: Position

Current: Execute Product/ Service: Search Price: Competitive Pricing Promotion: Information, Behavior

Current: Product/ Service credence RetentionAcquisition Stimulate Demand Steal Share Marketing Objective Source Of Volume search, (compare to competitor) Search, experience experience, (compare to competitor)

Current: Price Ipad 3Motorola XoomBlackberry Playbook Price$699$499$299 Size64 GB

Current: Promotion Promotion: Information, BehavioralCompact Communication and EntertainmentNo Consumer or Trade Promotion

Business Objective Blackberry Playbook Communication/ Entertainment Technology Increase Market Share Marketing Objective Acquisition Source of Volume Steal Share from all Tablet Creators MV: Take your life with you DV: Portable, Quality, Compact, and Convenient Segment Amber Collins Target Blackberry Playbook is great for taking your life on the go. Position Search Product Competitive Pricing PricePlace Information, Behavior Promotion STP Execute Current Big Picture

PART 3: Analysis and Impediments of Current Big Picture Blackberry Playbook

Impediment Currently stealing share from a narrow market: Tablet Industry Apple, Android, Microsoft, etc. Multiple dynamic variables, that are all easily replicated Restricted target audience Positioning is currently targeted towards multiple dynamic variables

PART 4: Revised Big Picture Blackberry Playbook

Business Objective Blackberry Playbook Communication & Entertainment Increase Market Share by 30% Marketing Objective Acquisition Source of Volume Steal Share from tablets, eReaders, and SmartPhones MV: Take your life with you DV: Affordability Segment Sobieraj Family TargetPosition Search Product Competitive PricePlace Information, Behavior Promotion STP Execute Revised Big Picture The Blackberry Playbook is an affordable communication and entertainment tool

Revised: Source of Volume Steal ShareCategory Definition: Portable Communication and EntertainmentCompetition in this Segment: Tablets & eReaders

Revised: B2B2B 312 Million Americans 28% own a Tablet or eReader Million Tablet and eReader Users 30% of Tablet and eReader, Market Share $299 per Blackberry Playbook 26 Million Blackberry Playbook Users $783 Billion in Revenue Bodies Behaviors Bucks X X X=

Revised: Segment Main Variable: Need for communication and entertainment where ever you are. Dynamic Variable: Affordability

Revised: Target The Sobierajs Married for 25 years 2 daughters in college They take an annual vacation to the Wisconsin Dells Live in the Chicago Suburbs Both parents hold steady jobs Extended family lives across the country

Revised: Position

PART 5: Conclusion Blackberry Playbook

Conclusion Source of Volume Steal Share from Tablets & eReaders Segment Affordability Target Sobieraj Family Position Affordable Communication and Entertainment

Questions?