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Presentation to RIM: Metrics for Success
Tom Darlington @darlo_tIPA Excellence Diploma Unit 4 Brands and Measurement
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Overview
Challenges faced by RIM in 2012 and beyond
Metrics to measure success in the future
Summary
Appendix
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Competition winning on share of 3rd party innovation – a key driver of consumer demand
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Falling consumer demand creates additional pressure from business partners
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Reputation of RIM’s data network has been called into question in 2011
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These issues have resulted in a 70% reduction in share price, whilst competition are performing strongly
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Challenge is about re-igniting innovation and creating momentum for the brand across 3 key segments
1. Internal / Employees
Rebuild Morale
Re-establish innovation culture
2. Third Part Stakeholders
Rebuild advocacy
Encourage collaboration
3. End users
Build desire vs. competition
Customer service and reliability
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INTERNAL METRICS
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THIRD PARTY METRICS
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Retail recommendation
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END USER METRICS
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B2C Sales
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Consumer Buzz
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Thompson’s Metric of Metrics – Are we moving in the right direction?
RIM Apple0
20
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Score
Score
Source: Simon Thompson (Honda/Last Minute)
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Metrics are intended to rebuild RIM from the inside out
Internal Metrics1. Flow State Percentage
2. “Box 3” Resource3. Employee Positivity
3rd Party Metrics1. Angry Birds Lag
2. Retail Recommendation
End User Metrics1. B2C Sales
2. Relative Perceived Quality 3. Consumer Buzz
4. Consumer Satisfaction5. Thompson’s Metric of Metrics