Marketing Post #6: Assignment 3 Reflective Post

My last marketing post for my COMM 296 course is a reflective piece, and I now choose to do it on our last team assignment: Assignment 3.

For the project, our team of five had to analyze our chosen company’s (BlackBerry) marketing mix, and then see if it matches the target market we suggest for the company. It was also a video assignment, so we had to find some way to make all our info into a video.

This assignment also required very little new research, as it builds on our two previous assignments. The challenge was to find a suitable way to display our info into a video, while making it interesting to the viewer. We did consider doing the very popular drawing/writing on a board idea, but we thought too many other groups would want to do that. So instead, we decided to film ourselves in a variety of scenarios that mimicked BlackBerry’s Keep Moving ads–except in a negative light. The video making process was a great bonding experience for the team, and became one of the funnest meetings we had together. We went around campus doing silly things (e.g. pretending to hit a group member with a car as he talked on his BlackBerry device), and we had a lot of laughs. It was definitely an unforgettable experience.

A problem we ran into was the fact that none of us were very skilled video editors. We had a basic idea of what we wanted to do: we’ll first show the spoof of our ad, followed by a Prezi presentation with a voiceover describing the slides. To go on from there, we realized we would have to learn how to use Prezi, as well as record voiceovers and piece everything together into a nice video. However, we did have a member who was semi-competent at video editing, and his help on the last part of putting together the whole thing was invaluable (thanks Jordan!).

Overall, although this project took a long time to complete, it was not an unpleasant experience. It did bring us out of comfort zone and ultimately, I think my team and I can all agree that we learned a lot more about BlackBerry as a company.

Blackberry’s Keep Moving ad that we mimicked.
Our idea: To display a variety of individuals who kept moving with their BlackBerry device, but end up running into a lot of dangerous or negative scenarios as they kept moving forward ignoring the consequences. This suggested that we believe that if BlackBerry was to continue targeting the general public (instead of Business and organizations as they formerly did), it was going to be a dangerous move on their part, as they have relatively little market share in the casual smartphone consumer market. 

Marketing Post #5: Perfecting Your Dreams– Now Fit For The 21st Century

A while back, I made a post on the Disney Princesses’ new look. I want to revisit that topic and delve into why Disney is recreating the figures that have always been a timeless part of many of our childhood.

Disney Princess Wallpapers 01

For a period of time, it seemed that Disney took a break from its franchise of princesses. The world was stuck associating six princesses with the whole line of Disney products; namely: Snow White, Cinderella, Sleeping Beauty, Ariel, Belle and Jasmine. And then it seemed that Disney decided to reawaken every little girl’s dreams of being a princess by adding sequels to the original movies, as well as introducing new ones such as Tianna, Rapunzel, and our latest princess, Merida. They also opened up the criteria for who they considered a princess, allowing Mulan and Pocahontas to join their ranks.


With the latest change, it was not only an introduction of new characters, but also a rework of their old princesses. They seemed to have opted to shower the new princesses with tons of sparkles. So why the rework? Why did they go through all this effort to change the classic images of the princesses dedicated fans have come to love? Marketing.

Disney Princesses sell. That is a known fact. The target market has always been little girls, but sadly, these girls grow up. A lot of us still retain our fondness towards the iconic characters, but of course, Disney recognizes that who is currently in their market is constantly changing. The late 20th to 21st Century also brought with it the attractiveness of teen pop sensations and celebrities. The old princesses’ hair styles and comparatively dull dresses seemed lacklustre compared to Miley Cyrus and Selena Gomez plastered on magazines. Disney needed to change.


By improving aspects of the princesses, what Disney did was re-brand their franchise. Their marketing mix remains essentially the same, still producing the same range of merchandise, at the regular price, promoting them as they always did. However, stamping the new princesses onto their items help appeal to the modern little girl’s interest in fantasy and fairytales, and helps them to remain relevant in the market. They also integrated their princesses into new shows, such as Sophia the First, in order to reintroduce these princesses to the current rotation of girls in their market.

Although I was uncomfortable at first with the changes, I still stand by what I said in my last post in that I like the way the new princesses look (maybe because Cinderella’s original hairstyle has always bothered me), and I am interested to see where Disney will take their princesses in the future!

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