wise view tm the justice, wiseview. 제 26 회 제일기획 대학생 광고대상 영문 파워 pt...

wisewiseviewview TMTM

The Justice,The Justice, WiseviewWiseview

제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview”

Communication strategyFor enteringB2C market

Communication strategyFor enteringB2C market

PT02-0002

The Justice, Wiseview

제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview”3/30

Technical QualityTechnical Quality

Product Guarantee SystemProduct Guarantee SystemImprove Product AwarenessImprove Product Awareness

Setmakers’ DecisionSetmakers’ Decision

CONTENTSCONTENTS

Current Status

Contents

What is the Weak point?

Solution of Weakness

Solution 1

Solution 2

CompetitiveCompetitiveNo recognitionNo recognitionB2B to B2CB2B to B2CDifferent StartingDifferent Starting

Market AnalysisMarket AnalysisCustomer AnalysisCustomer AnalysisCapability AnalysisCapability Analysis

Summarize AnalysisSummarize Analysis

Contents

Contents

Current MarketingCurrent MarketingFuture Role of IMCFuture Role of IMCCommunication ProcessCommunication ProcessBrief DescriptionBrief DescriptionAD & PRAD & PRDM & SPDM & SPMonitoring & EvaluatingMonitoring & Evaluating

Emotional ImageEmotional Image


Summarize AnalysisSummarize Analysis

What is the Point?

Market

Analysis

Market

Analysis

Customer

Analysis

Customer

Analysis

Capability

Analysis

Capability

Analysis

Current

StatusCurrent

Status

Good Prospect

Glutted Situation

Change of Market

Good Position

Prepare for Future

What should we do?

Change of End-user

B2B to B2C

Change Strategy


Market AnalysisMarket Analysis

LCD Panel market is getting larger and larger

0

20

40

60

80

100

120

140

160

20022003

20042005

20062007

2008

TV

monitor

notebook

others

TV rate

Forecast of Global large size Panels in 2005 ~ 2008

Millio

n U

nits, %

[Sources : Display Search]

Forecast of Global Small-to-medium-size Panels in 2005 ~ 2008

0

200

400

600

800

1000

1200

20022003

20042005

20062007

2008

Handset Main-screen

Handset Sub-screen

PDA

Car TV/DVD player

Digital camera/DVC

Total

Th

ou

sand

Un

its

Current

StatusCurrent

Status


Market AnalysisMarket Analysis

“If you survive, you will have all, but the point is how you can survive”

[Sources : Display Search]

LCD Sales revenue in 2004 ¼ - ¾

0 20 40 60 80

CPT(Taiwan).

CMO(Taiwan)

AUO(Taiwan)

LG phillips

SAMSUNG

(Hundred Million Units)

Getting more CompetitiveGetting more Competitive

Current

StatusCurrent

Status

Supply < Demand Supply > Demand


Customer’s buying behavior….

Customer AnalysisCustomer Analysis Current

StatusCurrent

Status

Brand Name Price Use, Information etc..

When customers choose LCD product,When customers choose LCD product,

they can’t recognize LCD panelthey can’t recognize LCD panel

as Core Ingredientas Core Ingredient


Capability AnalysisCapability Analysis

Wiseview is..

Large Amout of the Sales Revenue

Market Leader - 23% market share

Invest lots of money to R&D

[sources: 2004 annual report]

Because of Glut, Competitiveness is weaken

Many companies Want to Deal with Samsung LCD panel

Current

StatusCurrent

Status


Capability AnalysisCapability Analysis

What is Strong? What is Weak?

StrengthStrengthStrengthStrength WeaknessWeaknessWeaknessWeakness

Capability to Produce

Fund-raising Ability

R&D investment

Strong Company Image

Lack of Experience

Lack of Flexibility

Strong Company Image

Current

StatusCurrent

Status


There are couple of weak points

What is weak point?What is weak point?

There are Too Many Competitors …

Customers have

No idea about Wiseview & LCD panel

First Domestic Ingredient Brand

What’s

What’s

Weak point?

Weak point?

There is a gap… Convert B2B to B2C


1. Competitive1. Competitive

VS

Getting More Competitive

optimistic prospect, starting 7th generation, increasing tech & demand

The First or the Largest?

Build world largest 7th generation LCD factory

Develop world first 7th

LCD generation

Pressure of the others which are in Taiwan and Japan

What’s

What’s

Weak point?

Weak point?


Customers Don’t Know Wiseview

Customers have no idea about LCD panel.

2. No Recognition2. No Recognition

LCD panel = LCD monitor ?I don’t know

what is Wiseview!!

Customers have No Recognition about LCD panel

What’s

What’s

Weak point?

Weak point?


Some gaps and difficulties

3. B2B to B2C3. B2B to B2C

B2BB2B B2CB2C

General customers can’t get marketing promotion General customers can’t get marketing promotion

I have never heard about Wiseview!!

What is it??

What’s

What’s

Weak point?

Weak point?


Wiseview is first IB in domestic. So Wiseview has no example and experience

VS

CPU = Core Device

CPU = Ingredient of Computer

In the beginning Intel had had not strong brand power

LCD panel = Peripheral Device

LCD panel = LCD monitor

Strong company brand power

4. Different Starting4. Different Starting What’s

What’s

Weak point?

Weak point?


Only one solution of weak points is..

Solution of weaknessSolution of weakness

Brand RecognitionBrand Recognition

Getting Strong Brand Recognition is just

Taking Stable Place in the market

Improve Awareness of LCD panel

Improve Awareness of LCD panel

Strengthen the Brand Image & Name

Strengthen the Brand Image & Name

Solution

Solution

Of weakness?

Of weakness?


Notify customer of Brand as well as Product

Of Technical QualityOf Technical Quality

Of Emotional ImageOf Emotional Image

Solution of weaknessSolution of weakness Solution

Solution

Of weakness?

Of weakness?


For the Technical Quality…

Change Set Maker’s DecisionChange Set Maker’s Decision

Product Guarantee SystemProduct Guarantee System

Improve Product AwarenessImprove Product Awareness

Solution 1Solution 1 Solution 1

Solution 1


Improve Product Awareness Improve Product AwarenessSolution 1 – technical qualitySolution 1 – technical quality

LCD panel = LCD monitor

High quality = customer’s trust

Customer don’t know about LCD panel

Customer

Problem

Solution

When customers know about product starting will be easier

Show customer what is LCD panel Our confidence of quality

Solution 1

Solution 1


Solution 1 – technical qualitySolution 1 – technical quality

Product Guarantee System (PGS) Product Guarantee System (PGS)

All Wiseview panels are guaranteed..

Sale Claim

Samsung’s “Zero Pixel Defect” Maximize customers’ satisfaction

Order Cancel

Dead Pixel Change

ETC Inferior Goods Return

Inferior Goods Change

Dead Pixel Returning

[Sources : Display bank – January.2005 ]

Solution 1

Solution 1

Whether being dead pixel is a matter of primary concern



Product Guarantee System (PGS) Product Guarantee System (PGS)

So…. Customer never doubt Wiseview has dead pixel

Customer

Current

Future

Only zero dead pixel = high quality LCD panel

and they choose Wiseview without doubt

Wiseview PGS replace all of its LCD panels which have defect

Solution 1

Solution 1

After Service – only Samsung Product

After Service – All Products with Wiseview Logo

PGS = Symbol of Confidence Wiseview is the Best


Set maker’s decisionSet maker’s decision

According to customers’ decision


Set makers determine their partner

WiseviewWiseview

Set MakerSet Maker

CustomerCustomer

Awareness

Quality

PGScontract

supply

demand

contract

The salesThe sales

Image

The Goal

Solution 1

Solution 1


Solution 2Solution 2

IMC Strategy IMC Strategy

Basis of customers’ awareness

Of Future SocietyOf Future Society

Of EnvironmentOf Environment

Of Moral ResponsibilityOf Moral Responsibility

Of Human BeingOf Human Being

+ Powerful IMC

Solution 2

Solution 2


Advertisement

Current - B2B focused strategy

Solution 2 - IMC Strategy Solution 2 - IMC Strategy

PR

exhibition, PR & advertisement for business people

Current marketing Current marketing Solution 2

Solution 2

Focus on B2B Market

Goal – Getting technological confidence

No B2C marketing strategy for the customer

Difficult to escape Samsung brand name


Current slogan don’t appeal to customers

Too Simple

“SAMSUNG” is Dangerous for IB

“Better” can’t attract customer

Stimulate Curiosity and Loyalty


Current marketing Current marketing Solution 2

Solution 2


Future role of IMC will be focused B2C market under the slogan “The Justice, Wiseview”


Future role of IMC Future role of IMC Solution 2

Solution 2

B2C focused marketing strategy

Goal - improving brand recognition of customer

Increase Wiseview marketing for the customer

SegmentationSegmentation

High Quality Panel

LCD product User

PositioningPositioning

High Quality & Price

Market Leader

TargetingTargeting

High Life Seeker

Opinion Leader


“The justice, Wiseview” has meaning which is..

Increase 60% of brand recognition among the customer within year 2005

Under the theme “The justice, Wiseview”, Increase brand recognition


Communication Process Communication Process Solution 2

Solution 2

Objective

Main Strategy

Tactics

Future

Society

AD

Human

Being

DM

Moral

Responsibility

PR

Environment

SP


The main channel of the IMCPrimary role emphasize “The Justice”


Brief Description Brief Description Solution 2

Solution 2

Tools / Media

Media, Product, Chip, Flower pot, Campaign

ObjectiveRaise awareness, Enhance the brand image

AudienceHigh life seeker and Opinion leader

Timing

Ongoing, Coincide with promotional efforts


“Future society related” and “Moral responsibility related” mean…

Future society related advertisementShow future society

which LCD panel becomes the part of our life.

Moral responsibility related Public Relations

Provide glasses to unfortunate neighbor and teenager guidance etc..


AD & PR AD & PR Solution 2

Solution 2


“Human being friendly” and “Environment related ” mean…

Human being friendly Direct Marketing

Insert chip in the panel so when people turn of the LCD, show Wiseview logo as Windows.

Environment related Sales Promotion

Provide flowerpot, plant will make Wiseview character


DM & SP DM & SP Solution 2

Solution 2


For the more efficient IMC strategy…

What to testWhat to test What to testWhat to test

Where to testWhere to test Where to testWhere to test

When to testWhen to test When to testWhen to test


Monitoring & Evaluating Monitoring & Evaluating Solution 2

Solution 2

“The Justice, Your Faith

Thank You

Wiseview”

QuestionsQuestions

AnswersAnswers&&

wise view tm the justice, wiseview. 제 26 회 제일기획 대학생 광고대상 영문 파워 pt...

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