BLACKBERRY KEY 1

Target Group:

 Professionals
 Higher income ,male dominated.
 Practical people(getting things done)
 Most secure smartphone.
Blackberry Personality:

 Lifestyle
 Innovation
 Distinct
 Different

Perception:

 Halo effect, brand repositioning, distinct brand image.

 Practical
 Decisive
 Distinct
 Zero excuses.


What should have been done?

 Altering customers attitude

 Page 178
 Elaboration likelihood model

Motivation:

 Identification of need using Maslow’s hierarchy of needs.

 Outwardly directed ego need of prestige, reputation, distinct, recognition
 Inwardly directed ego need of independence.
 Word association qualitative research.
