작품 번호 : pt02-0005
DESCRIPTION
작품 번호 : PT02-0005. WiseView Blue Print. To Successfully Break Through B2C LCD Market. Wiseview is?. Wiseview is the first specialized Ingredient Brand in LCD panel. Ingredient brand : an ingredient or component of a product that has its own brand identity. - PowerPoint PPT PresentationTRANSCRIPT
작품 번호 : PT02-0005
To Successfully Break Through B2C LCD Market
WiseView Blue Print
Wiseview is?
Wiseview is the first specialized Ingredient Brand in LCD panel
.
Branded Ingredient can be the product quality signal of what the company suggests to consumers
Huge value added can be created
Ingredient brand: an ingredient or component
of a product that has its own brand identity
I. Situation Analysis
1. Market analysis 2. Company Analysis 3. Competitor Analysis4. Conclusion
8353 9994 10921 118766613
1047314344 1668917801
22066 23488 24478
2005 2006 2007 2008
LaptopLCD- TVMonitor
Market Analysis
TFT-LCD market is getting bigger Demand of TFT-LCD Monitor, Laptop and TV is increasing Korea is No. 1 in LCD market , especially in large LCD panels
* Source: www.displaybank.com
LCD is gaining popularity as a ubiquitous product
[Sales Record LCD Demand Forecast]Scale : million dollar
[M/S forecasted by Country]
* Source : www.sec.com
130%149%
157%
Standard: ’2005 Total32,767
24%
21%
13%
43%
Samsung LG philpsAU Optronics etc
Market AnalysisRanking of LCD company
0
20,000
40,000
60,000
80,000
Samsung LG philips AUO CMO CPT
ShipmentSales
Samsung is No.1 in LCD market
[Ranking of LCD Company][LCD Market Share]
*Source:DisplayRearch
Top slot in the global (LCD) market for the third successive year
Selling about 10 thousand 40-inch and above panels per month
Sharp
Inexpensive
Expensive
High quality
Low quality
LG Philips
Samsung
China
Company Analysis
One path leads to opportunity The other leads to crisis
*Source : Media Analysis
Taiwan
Competitor Analysis
Ingredient brandwill be launched
LG Philips
Leader of LCD TV field
Sharp
Aggressive Investment
AUO, CMO
Penetrating into B2C with
ViewWiz (Ingredient brand)
Boehydis
When moving from B2B to B2C, there will be high competition to take the leadership
Conclusion
Relationship with other companies
ConsumerCompetitors & Affiliated companies
Samsung
Relationship with consumers
Inside Samsung
B2C effect
It’s time to move B2C directly
Conclusion
Category Leader, WiseView
M/S Premium
Competitive advantage
Benefit
Competition TFT-LCD marketis getting bigger
Crisis Opportunity
II. Communication Strategy1. Current Strategy2. Next Strategy3. Core-Target4. Communication Strategy5. Ad Strategy
Current Strategy
ProvideBetter Vision
Believe What you see
WiseView,A Wise Choice
We're wherever you Look
Difficulty oflaunching IB in TFT-LCD
market
Necessity of specialized marketing strategy
Focusing on B2B campaign
What should be Next Strategy?
Next Strategy
The first thing is to raise brand awareness & announce the meaning of brand
Why? To raise brand awareness & announce the meaning of brand
To extend B2B awareness with wider communications
To keep the top position of M/S for high growth
Necessity of strategies to penetrate into B2C
High life seekers are early adopters of new technology
Core-Target
Necessity of finding values of early adopters
Adopter Categorization Curve
Types Extrinsic Intrinsic
Self-Orient
ed
Active Value 1 : EFficiency Value 3 : PLay
Reactive Value 2 : EXcellency Value 4 : BEauty
Other-Orient
ed
Active Value 5 : STatus Value 7 : EThics
Reactive Value 6 : ESTeem Value 8 : SPirituality
* Source : Morris B. Holbrook(1999), [Consumer value : a framework for analysis and research]
Segmentation according to values for high life seekers
Core-Target Value
High life seekers pursue Excellency among the values
Ideal Core-Target Image
* Source: www.decisionanalyst.com
• When they make buying decision, they prefer to rely on their own intuition
• They can afford to buy brand-new products
• They find it easy to imagine, understand, and appreciate the benefits of a new technology
• They are educated
• The highest number of ‘opinion leaders’ is found among the early adopters
• They are willing to use word of mouth
• They are around 34 and mostly man
High life seekers who pursue a self-oriented factor (Excellency)
Core-Target Insight
They are enthusiastic and able to buy new technology products
They are pursuing ‘Excellency’
Intelligent
Smart
Leader of LCDNo.1 & first
ingredient brand
Superior technology& high quality
in digital displays
Brand Insight
Hyper-Competition
TFT-LCD WiseView
Innovation & Improvement to build high entry barrier
Communication Strategy
Brand Insight
No. 1 LCD in the worldFirst LCD ingredient brandNew technology
Hyper-Competition
Consumer Insight
Self-orientedExcellencyEarly adopter
Wise in any circumstance
Remarkable
How can we make our brand to be remarkable?
Smart
Communication Strategy
Be Wise! Communication Concept
Be Wise! WiseView
Communication Slogan
TFT-LCD present situation
TV
Low High
High
LowInvolvement
Laptop
Monitor
Cellularphone
PDATFT-LCD possession in each product categories
Advertising strategy is divided in 2 ways according to this situation
Ad Strategy To have a strong relationship with consumers
After WiseView builds strong brand equity, master brand and ingredient brand will gain synergy effect
Let people consider WiseView at the point of purchase
Necessity of announcing both LCD-TV and WiseView simultaneously
Best outcomes will be obtained
For LCD TV For monitor, laptop and cellular phone
Ad Strategy
For monitors, laptops and cellular phones
To inform availability of WiseView
Objective
Early adopters who use a variety ofubiquitous products
What if there is no LCD on Monitors, Laptops & Cell Phones?
We will show difficulty situations if there is noLCD on the products Voice : What if there is no WiseView?
Slogan: Be wise, WiseView
Model
AD story
Ad Strategy
For LCD TVs
To increase brand awareness of WiseView and usage of LCD TV
Objective
Celebrities who follow new technology products and are willing to use word of mouse (Danny Seo who is the leader of LOHAS & eco-friendly products/Quentin Tarantino)
Danny Seo/Quentin Taratino will introduce LCD products and show how this product is good for life
People will follow what they recommend andboth LCD TV and WiseView will obtain brand Awareness
Slogan: Be wise, WiseView
Model
AD story
III. IMC Strategy
1. Outdoor Advertising2. Campaign3. Event4. Sponsorship
Be Wise in any Circumstance
Outdoor Advertising Outdoor Advertising using Signboards
People who are passing by Teheran Road
To whom
Franchise coffee shops (ex. Starbucks) in Teheran Road
WiseView will support some of expenses for signboards and there will be the logo of WiseView
Where
Story
It will make people curious who are passing by Teheran Road and enhance brand awareness with spending low expense
Expected effect
CampaignOpen your eyes with Wiseview
People who have seeing difficulties
To whom
WiseView homepage
WiseView assists people who have vision problem by offering them eye surgery
Where
Story
WiseView will be able to attain a good brand image through this promotion
People will easily recognize WiseView logoNews Release Usage
Expected effect
Event
People who purchase LCD products
To whom
July to September
When people purchase a cell phone or laptop, WiseView give them a LCD screen wiper and protector which contains the logo of WiseView
When
Story
Raising awareness of WiseView
Expected effect
Free gift event
Sponsorship
High life seekers
To whom
Exhibition in Soho area (New York)
To appeal to our consumers, WiseView will sponsor one of exhibitions in Soho by giving them WiseView frames
Where
Story
WiseView will be able to get a prestige image People can easily recognize the WiseView logo throughout the displays
Expected effect
Masterpiece WiseView
Sponsorship
New York collection , Spring and Fall
WiseView will offer all the expenses of New York collection fashion show
There will be a huge Wiseview logo on the wall and the stage
Where, When
Story
WiseView will be exposed to the world through this Fashion Show
It will be a great chance to enhance its brand awareness and show how WiseView has a good quality and a reputation
Expected effect
WiseView, the trend leader
Conclusion
1. Build a strong brand - Brand awareness 2. Keep the top position - Not only in B2B, but in B2C