Blackberry Marketing Case Study
1. Introduction
The internet boom was arguably the biggest boom of the millennium, since the beginning of the internet countless number of companies and products emerged using the internet in every way possible. Blackberry is a Smartphone produced by Research in Motion available in various models with various capabilities but a lot of brand specific similarities. It was one of the first Smartphone to allow users to access the internet wherever they are with useful applications for everyday necessities such as E-Mail and Facebook. This case study hopes to provide a closer look in the business that is Blackberry, focusing on their line of Smartphones.
2. Product Anatomy
2.1. Core product
The core product is the main point why a phone (blackberry) will be bought and in this case it has to do with the technology, the connectivity and the ostentatious feeling of owning one.
The technology has changed over the years, at first it was the pager that was an important device, followed by the PDA and at last but not least the Smartphone. It isn’t even imaginable to have the Smartphone’s taken out of our lives in these days. The connectivity is an important point of having a phone for example in emergency moments, to inform about being late, to chat with friend and much more other cases. We all want the latest devices, because you don’t want to be looked at as an old fashion person.
2.2. Tangible product
Tangible product can be defined as the way in which the concept of the core product is turned into something 'real' that the customer can interact with, including design, quality, branding, and product features. The design of the blackberry is famous for its Qwerty keyboard and the trackball/touchpad. The blackberry has a good quality that can be compared with the Iphone. Once someone talks about a blackberry everyone immediately know what it is, this means that it is a well know brand that is known worldwide. It used to be a business phone, but by its success it has
The internet boom was arguably the biggest boom of the millennium, since the beginning of the internet countless number of companies and products emerged using the internet in every way possible. Blackberry is a Smartphone produced by Research in Motion available in various models with various capabilities but a lot of brand specific similarities. It was one of the first Smartphone to allow users to access the internet wherever they are with useful applications for everyday necessities such as E-Mail and Facebook. This case study hopes to provide a closer look in the business that is Blackberry, focusing on their line of Smartphones.
2. Product Anatomy
2.1. Core product
The core product is the main point why a phone (blackberry) will be bought and in this case it has to do with the technology, the connectivity and the ostentatious feeling of owning one.
The technology has changed over the years, at first it was the pager that was an important device, followed by the PDA and at last but not least the Smartphone. It isn’t even imaginable to have the Smartphone’s taken out of our lives in these days. The connectivity is an important point of having a phone for example in emergency moments, to inform about being late, to chat with friend and much more other cases. We all want the latest devices, because you don’t want to be looked at as an old fashion person.
2.2. Tangible product
Tangible product can be defined as the way in which the concept of the core product is turned into something 'real' that the customer can interact with, including design, quality, branding, and product features. The design of the blackberry is famous for its Qwerty keyboard and the trackball/touchpad. The blackberry has a good quality that can be compared with the Iphone. Once someone talks about a blackberry everyone immediately know what it is, this means that it is a well know brand that is known worldwide. It used to be a business phone, but by its success it has