Black Berry Pearl Positioning
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1. Describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. According to these maps, how do people perceive the Blackberry Pearl in the three segments?There are two dimensions used to describe the generated perceptual map. Dimension I describes ease of use for e-mail and messaging, and dimension II describes perceived product quality. Dimension I which accounts for 47.2% of the total variance of the data, best describes ease of use for e-mail and messaging, because the variable “Speed in accessing e-mail” is the longest line that is directly on the Y-axis. In addition, the variable “Instant messaging availability” is long and in close proximity to the Y-axis in the opposite direction. Due to the length and location of these variables, it brings us to the conclusion that Dimension I on the Y-axis best describes ease of “use for e-mail and messaging”. Dimension II on the X-axis which accounts for 26.6% variance of the data, best describes perceived product quality. The reason we believe that the X-axis best represents perceived quality, is because of the large cluster of variables in close proximity to this axis that describe various factors of customer preference and product quality. These variables in close proximity to the X-axis that relate to quality include “High prestige”, “Brand image”, “Product Image”, “Quality of display”, “Voice/Call quality”, and “Camera quality”. Therefore, it is because of these variables close to the X-axis that share a relation to customer preference and quality that we can conclude that Dimension II best describes “Perceived Quality”. Based on the Blackberry Pearl’s position on the perceptual map, it can be said that segments I and II perceive the product in a higher regard, while segment III has a lower perceived value and desire for the product. Segment I, who are college graduates age 25 to 45, is in close proximity to the X-axis. This tells us that this segment basis their product preference on perceived product quality, while having some regard for use of e-mail and messaging. The blackberry’s position in relation to segment I tell us that that this demographic considers the pearl the highest quality product and would prefer it over the other available options. We can tell that this segment would prefer the Pearl the most, because segment I is closest to the point where the Blackberry Pearl is on the perceptual map. The product with the second least distance between it and segment I is the Palm Tree 700p. Segment II (professionals age 30 to 50) is directly on the negative Y-axis, which means that when choosing a product, they consider the use of e-mail the least important factor. In addition, segment II’s position tells us that they hold some regard for perceived product quality. Some variables that this segment considers important when choosing a product include; “value for money”, “instant messaging availability”, and “average user rating (CNET)”. Based on these variables that segment II finds important, they think the Pearl has the second best value for their money, has the second best instant messaging capabilities and the best average user rating. Segment II’s proximity to products on the perceptual map tells us that the product they would most prefer based on these variables would be the Nokia 9300, with the Blackberry Pearl being the second most preferred product.
Segment III (high school and college graduates age 18 to 25) is positioned much further away from the Blackberry Pearl on the perceptual map when compared to the other two segments. Segment III’s position tells us that when choosing a product, they don’t consider perceived product quality an important decision making factor. In addition, their position tells us that use and access to e-mail isn’t as important to this group. Segment III considers voice/call quality the most important variable when choosing a product. Some other variables this segment considers when choosing a product are “ease of use for typing” and “instant messaging availability”. Based on these factors, Segment III does not think the Pearl has very good Voice/Call quality, does not have enough instant messaging availability, and is the least easy to use for typing. Based on this segment’s position on the map, their most preferred product would be the Sidekick 3 and Blackberry Pearl would be their least preferred product. 2. Does Blackberry Pearl appeal to segment(s) other than business executives, as the company hoped for? Why or why not? Blackberry uses three separate segments in conducting this research. Segment descriptors state that the characteristics of employment each segment, respectively, are : Segment 1-Business professionals Segment 2-Professionals (e.g., doctors, lawyers, researchers) Segment 3-Students, various jobs By examining the generated positioning map, Chart 2, it appears that Blackberry has successfully positioned itself to appeal to both segment one and segment two as it situates itself between the two segments. However this is not the case. It is clear that, by examining the perceptual data (Chart 3), blackberry has not positioned itself to appeal to segments two and three, and is still solely favored by business executives. Among the segments that where surveyed business executives still have a much higher preference for the black berry pearl in comparison to other segments.3. Is the Pearl well-positioned to be successful? If not, to which segment(s) would you target and how would you re-position it?The Pearl is not well positioned to be successful. BlackBerry states that “the Pearl is our attempt to take BlackBerry out of the boardroom.” yet they have not successfully positioned themselves in the minds of users as being a non business phone. As you can see on the following perceptual map,Chart 1, product image and where the Pearl is positioned are on the same exact linear regression. This means BlackBerry still holds a strong business image within their products. Another point to note