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TV Speaker strategy
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IGO AUDIOTV rack strategy
Kazuto YanaseJuly 29 2011
2012年4月30日月曜日
Index• TV rack speaker interest survey
• Potential customers profiling
• Targeted strategy poles
• Product Concept
• Focus target
• Competitive analysis and product positioning
• Substitution analysis
• Retailers and shop selecting ideas
• Surveying ideas
• Retailers controlling ideas
• Promotion ideas
• Future ideas
2012年4月30日月曜日
TV rack speaker interest survey(Survey with facebook Japanese friends + My imagination)
2012年4月30日月曜日
TV rack speaker interest survey(Survey with facebook Japanese friends + My imagination)
Not intersted intersted but not buy intersted & buy
•Seldom watch TV•Only watch News •No Sound maniac•TV built-in sound is
good•Don’t know the thin TV’s sound is bad•Not interested in rack-type audio
•No extra money•No space to place•Cannot turn up
volume•Don’t like Design•Don’t like color•Don’t like size•Prefer Home theater
•Prefer speaker only•Rather switched with audio
system•Wife doesn’t approve
•Good enough sound•Easy set-up
•Better discount with TV and Rack
•Less transfer cost when buying both at the same time
•Bought with Blue-ray
2012年4月30日月曜日
Potential customers profiling(Japan case analized)
2012年4月30日月曜日
Potential customers are Middle Rich level
Poor level
middle rich level
topRich
• Will buy Digital TV and Rack at the same time
•Will buy with Blue-ray disc player
• Will buy better sound system
•Will buy costumed Home Theater
• Don’t have money•TV doesn’t need external speaker
Top rich will enough money to buy high class audio, low level don’t have enough.
Targeted Area
2012年4月30日月曜日
low level
Potential customers are Middle Audio maniac level
middle level
topmaniac
• Home theater•High Class Audio• 5.1ch or 7.1ch
• Don’t care sound
Top maniac will buy high class audio, low level will not buy external audio sets
• Not Top maniac•Need better sound•Compact theater
Targeted Area
2012年4月30日月曜日
Potential customers are preset select users when controlling audio
Volume up and down
Preset select
Customize
• Always set upor
•User customize memory
• Don’t care sound effects
Potential users need some variation when listening.
• Need some variation of sound and select
Targeted Area
2012年4月30日月曜日
Potential customers live in a separated house or thick wall room
thin wall room residence
Loud soundenvironment
• Loud sound is annoying neighbors or room next door
People who live in the thin wall room cannot turn up the volume.
•Have a good house environment Targeted Area
2012年4月30日月曜日
Potential customers sometimes think connection is very
complicated
•Easy link is not well aware yet•AV maniac could help friends
The key to sell more is to let them know the connection of recent AV is easy.
AV product connection is
very complicated
Recent AV product iseasy
Targeted Area
2012年4月30日月曜日
Potential customers are not furniture maniac
“Rack is rack”
Furnituremaniac
• Do not care much about the size, color
and design
Room decoration lover is not easy to sell when rack is considered as furniture.
•Think highly of a furniture side
•Not always like the size, color or design
Targeted Area
2012年4月30日月曜日
Potential customers are watching movie, music video, sport, and
playing game
Only watch News and TV shows
Prefer impact sound (Blue ray disc)
• TV built-in sound is OK
• VHS and analog
Those who own DVD player or Blue-ray thinks TV built-in speaker is not enough.
•Contents (TV broadcasting, Disc and game software) are made with high quality sound, so need hardware
•After market, most buy was with Blue-ray disc player
Targeted Area
2012年4月30日月曜日
Potential customers are sometimes not aware of TV built-in speaker’s
poor sound
Not aware
Aware of TV built-
in speaker’ poor
• Don’t know the speaker is bad due to the space factor
Some of the potential customers don’t know the speaker’s quality.
•Some of them aware by themselves
•Others was told by the TV shop
Targeted Area
2012年4月30日月曜日
Potential customers are indoor oriented and TV person rather than
PC person
• IT workers do not care about TV
• IT workers tend to build PC theater system or doing nothing with TV
Conventional sitting persons on a sofa in front of TV with popcorn and coke.
Outdoor oriented
TV oriented
PC oriented
Targeted Area
2012年4月30日月曜日
Potential customers are single rich male or double income family
• Need wife’s budget approval•Or special discount
Sometimes married couple father almost always need wife’s budget approval.
Single male
married with Double income
married with Single incomeTargeted Area
2012年4月30日月曜日
Potential customers summary
2012年4月30日月曜日
Potential customers summary• Middle Rich level
• Middle Audio maniac level
• Preset select users
• Loud sound environment
• Sometimes do not know the connection is easy
• Not furniture maniac
• DVD or Blue Ray disc player user or gamer
• Cinema, Music, Sports, Gaming
• Sometimes do not know the TV built-in poor speaker
• Indoor TV oriented
• Married male should get budget approval from his wife.2012年4月30日月曜日
Targeted strategy poles
2012年4月30日月曜日
Targeted strategy poles• My survey is based on the Japanese potentials, so the potentials in
the other market area should be surveyed first before making the detailed strategies (hearing at the shop, web questionnaires,group interviews )
• Should focus on the potential users
• All the displays and promotions at the shop should target potential users
• All the commercial messages on TV, magazine and web should target potential users
• Some of the potential users factor cannot be changed, but some of them could be changed, so the product concept and messages are focused accordingly, as marked by red arrow in my material
• From the limited source of engineering and sales force, should focus one country (ex. US) and then widen the marketing area
2012年4月30日月曜日
So the Product Concept could be ...
2012年4月30日月曜日
Product Concept
• Loud and Clear good quality sound• Easy and Smart Link (Simple cable connection)
• Compact, All in one (TV Speaker, amplifier and Rack)
2012年4月30日月曜日
Focus target(finalized with the local survey)
• Single rich male (30+ thru 60)or double income family and the single income family with the help of budge approcal
• Family living in a house with garden or newly built room or newly moved (with Loud sound environment)
• Timing is “Buy with new Digital TV” or “Buy with Blue-ray disc player”
• Opportunities to let them know the sound and easy connection are good promotions, so “showroom” and long-term shop display are the must
• Commercials on TV, Magazine ad, web ad, reference sale ad brochures inside the Bule-ray disc player box should be done at the same time to repeatedly give messages to potential customers
2012年4月30日月曜日
Competitive analysis and product positioning
2012年4月30日月曜日
Product Competitive analysisProsonic CAV Onkyo Denon Yahama
(to be made)
2012年4月30日月曜日
Product positioning in the market
(to be determined with the product competitive analysis)
Price
Spec
2012年4月30日月曜日
Substitution analysis
2012年4月30日月曜日
Substitution analysis(Factor)Speaker system
( + )•Cheap
•No space limit•Choose beloved speakers
( - )•Spaghetti cable•Complicated connection•Dog biting cables
•Placement after sweeping floor
( + )•Compact•Simple connect
•No Spaghetti•Well sound built-in
•Easy cleaning
( - )•Design fixed•Color fixed•Woofer not enough
( + )•Furniture you like•Needs satisfied•Choose beloved speakers
( - )•Expensive
•Unavailable parts when broken
( + )•Furniture you
like•Needs satisfied•Choose beloved speakers
( - )•Expensive
•Placement fixed•No movement•Unavailable parts when broken
TV rack Custom rack and Amplifier and speakers
Home Theater
2012年4月30日月曜日
Substitution analysis(Price range)
TV rack
Custom rack and Amplifier and speakers
Home Theater
Speaker system
(to be determined with the product competitive analysis)
Price
Spec
2012年4月30日月曜日
So, the message to choose TV rack
2012年4月30日月曜日
•Well sonic designed • Price - cheaper than when buying separately
• Compact and easy Link• Easy cleaning and moving
So, the message to choose TV rack
2012年4月30日月曜日
Retailers and shop selecting ideas
2012年4月30日月曜日
• Retailer and shop candidates which is suitable to the target
• xxxxx• yyyyy• zzzzz
Retailers and shop selecting ideas(to be determined)
2012年4月30日月曜日
Surveying ideas
2012年4月30日月曜日
• Surveying and analyzing is must when starting new business in new area
• Exhibition attending and hearing• Listen to Retailers talk by visiting• Shop questionnaires• Audio reviewers comments• Web questionnaires• Group interviews
Surveying ideas
2012年4月30日月曜日
Retailers controlling ideas
2012年4月30日月曜日
• Optional margin idea - big deal for starting with business and enough stocking
• Volume discount
• One shot buy stocking discount
• COD discount
• Delivery without stock rotation discount
• MDF paralleled with the size of the display
• Clerk helping or clerk training option
• ,,,,
Retailers controlling ideas
Have to watch carefully with antitrust law.2012年4月30日月曜日
Promotion ideas
2012年4月30日月曜日
• Show rooms - Look and listen and feel• Magazine ads - TV sound is better, Life is better• Web Promotion - Q & A’s to choose AV rack, developers story telling
• Reference brochures in Digital TV box and Blue-ray player box with discount ticket
• Limited campaign - additional HDMI cables “Buy now, more HDMI cable inside”, custom color campaign (ex. white and grey)
• Long term rental at public space, like hospital, school, library, and city hall, etc
Promotion ideas
2012年4月30日月曜日
Promotion media selecting ideas
2012年4月30日月曜日
• Promotion media which is suitable to the target
• TV commercials
• xxxxx
• yyyyy
• zzzzz
• Magazines
• ,,,,,
• Web reporters
• ,,,,,,,,
Promotion media selecting ideas(to be determined)
2012年4月30日月曜日
Future ideas
2012年4月30日月曜日
• Better sound
• 3D sound, 5.1ch, 7.1ch
• License with compact speaker vender, like Altec lancing
• Color variation
• white and grey
• more colors
• Semi-custom color and design and size on web direct shop
• Compatible with TV and Blue-ray disc players for better remote control
• Connect with PC and control sonic environment
• ,,,
Future ideas (product)
2012年4月30日月曜日
• Amazon market shop• Direct shop with semi-custom design and color and size
• Open Shop corner (shop inside the store)• Direct retail shop• ,,,
Future ideas (retail)
Shop is the best way to hear the customers voice for better product and services.
2012年4月30日月曜日
• Assemble and connect service for mechanical ineptitudes
• Friday night customer support service for DVD rental users
•
Future ideas (service)
2012年4月30日月曜日
• Hire more Audio engineers and designers from Japan, retired or restructured fired
• Establish Sound design Laboratory for better sound quality
• License with established small speaker venders
• Seek ODM business as another business pole
Future ideas (Business)
2012年4月30日月曜日
End of materials
2012年4月30日月曜日