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Igo strategy
- 1. IGO AUDIO TV rack strategy Kazuto Yanase July 29 2011 2012年4月30日月曜日
- 2. 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
- 3. TV rack speaker interest survey (Survey with facebook Japanese friends + My imagination) 2012年4月30日月曜日
- 4. TV rack speaker interest survey (Survey with facebook Japanese friends + My imagination) Not intersted intersted but not buy intersted & buy •Seldom watch TV •No extra money •Good enough sound •Only watch News •No space to place •Easy set-up •No Sound maniac •Cannot turn up •Better discount with •TV built-in sound is volume TV and Rack good •Don t like Design •Less transfer cost •Don t know the thin •Don t like color when buying both at TV s sound is bad •Don t like size the same time •Not interested in •Prefer Home •Bought with Blue-ray rack-type audio theater •Prefer speaker only •Rather switched with audio system •Wife doesn t approve 2012年4月30日月曜日
- 5. Potential customers profiling (Japan case analized) 2012年4月30日月曜日
- 6. Potential customers are Middle Rich level • Will buy better top sound system •Will buy costumed Rich Home Theater • Will buy Digital TV and Rack at the middle rich Targeted Area same time •Will buy with Blue- level ray disc player • Don t have money •TV doesn t need Poor level external speaker Top rich will enough money to buy high class audio, low level don t have enough. 2012年4月30日月曜日
- 7. Potential customers are Middle Audio maniac level top • Home theater •High Class Audio maniac • 5.1ch or 7.1ch • Not Top maniac •Need better sound middle level Targeted Area •Compact theater • Don t care sound low level Top maniac will buy high class audio, low level will not buy external audio sets 2012年4月30日月曜日
- 8. Potential customers are preset select users when controlling audio • Always set up or •User customize Customize memory • Need some variation of sound Preset Targeted Area and select select • Don t care sound Volume up and down effects Potential users need some variation when listening. 2012年4月30日月曜日
- 9. Potential customers live in a separated house or thick wall room •Have a good house Loud sound Targeted Area environment environment thin wall room • Loud sound is annoying neighbors residence or room next door People who live in the thin wall room cannot turn up the volume. 2012年4月30日月曜日
- 10. Potential customers sometimes think connection is very complicated Targeted Area •Easy link is not AV product well aware yet Recent AV •AV maniac could connection is product is help friends very easy complicated The key to sell more is to let them know the connection of recent AV is easy. 2012年4月30日月曜日
- 11. Potential customers are not furniture maniac •Think highly of a furniture side •Not always like the size, color or design Furniture maniac • Do not care much Targeted Area Rack is rack about the size, color and design Room decoration lover is not easy to sell when rack is considered as furniture. 2012年4月30日月曜日
- 12. Potential customers are watching movie, music video, sport, and playing game •Contents (TV broadcasting, Disc and game software) Prefer are made with high impact sound quality sound, so Targeted Area need hardware (Blue ray disc) •After market, most buy was with Blue- ray disc player Only watch News and • TV built-in sound is OK TV shows • VHS and analog Those who own DVD player or Blue-ray thinks TV built-in speaker is not enough. 2012年4月30日月曜日
- 13. Potential customers are sometimes not aware of TV built-in speaker s poor sound •Some of them aware by themselves Aware •Others was told by the TV shop of TV built- in speaker poor Targeted Area • Don t know the Not aware speaker is bad due to the space factor Some of the potential customers don t know the speaker s quality. 2012年4月30日月曜日
- 14. Potential customers are indoor oriented and TV person rather than PC person TV Targeted Area oriented Outdoor • IT workers do not oriented care about TV PC • IT workers tend to build PC theater oriented system or doing nothing with TV Conventional sitting persons on a sofa in front of TV with popcorn and coke. 2012年4月30日月曜日
- 15. Potential customers are single rich male or double income family married with Double income Single male • Need wife s married with budget approval •Or special discount Targeted Area Single income Sometimes married couple father almost always need wife s budget approval. 2012年4月30日月曜日
- 17. 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
- 19. 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
- 20. So the Product Concept could be ... 2012年4月30日月曜日
- 21. 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
- 22. 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
- 23. Competitive analysis and product positioning 2012年4月30日月曜日
- 24. Product Competitive analysis Prosonic CAV Onkyo Denon Yahama (to be made) 2012年4月30日月曜日
- 25. Product positioning in the market Spec Price (to be determined with the product competitive analysis) 2012年4月30日月曜日
- 27. Substitution analysis(Factor) Speaker system TV rack Custom rack and Home Theater Amplifier and speakers (+) (+) (+) (+) •Cheap •Compact •Furniture you like •Furniture you •No space limit •Simple •Needs satisfied like •Choose beloved connect •Choose beloved •Needs satisfied speakers •No Spaghetti speakers •Choose beloved •Well sound speakers (-) built-in (-) •Spaghetti cable •Easy cleaning •Expensive (-) •Complicated •Unavailable parts •Expensive connection (-) when broken •Placement fixed •Dog biting •Design fixed •No movement cables •Color fixed •Unavailable •Placement after •Woofer not parts when sweeping floor enough broken 2012年4月30日月曜日
- 28. Substitution analysis(Price range) Home Theater Custom rack and Amplifier and speakers Spec TV rack Speaker system Price (to be determined with the product competitive analysis) 2012年4月30日月曜日
- 29. So, the message to choose TV rack 2012年4月30日月曜日
- 30. So, the message to choose TV rack • Well sonic designed • Price - cheaper than when buying separately • Compact and easy Link • Easy cleaning and moving 2012年4月30日月曜日
- 31. Retailers and shop selecting ideas 2012年4月30日月曜日
- 32. Retailers and shop selecting ideas (to be determined) • Retailer and shop candidates which is suitable to the target • xxxxx • yyyyy • zzzzz 2012年4月30日月曜日
- 34. Surveying ideas • 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 2012年4月30日月曜日
- 36. Retailers controlling ideas • 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 • ,,,, Have to watch carefully with antitrust law. 2012年4月30日月曜日
- 38. Promotion ideas • 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 2012年4月30日月曜日
- 39. Promotion media selecting ideas 2012年4月30日月曜日
- 40. Promotion media selecting ideas (to be determined) • Promotion media which is suitable to the target • TV commercials • xxxxx • yyyyy • zzzzz • Magazines • ,,,,, • Web reporters • ,,,,,,,, 2012年4月30日月曜日
- 42. Future ideas (product) • 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 • ,,, 2012年4月30日月曜日
- 43. Future ideas (retail) • Amazon market shop • Direct shop with semi-custom design and color and size • Open Shop corner (shop inside the store) • Direct retail shop • ,,, Shop is the best way to hear the customers voice for better product and services. 2012年4月30日月曜日
- 44. Future ideas (service) • Assemble and connect service for mechanical ineptitudes • Friday night customer support service for DVD rental users • 2012年4月30日月曜日
- 45. Future ideas (Business) • 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 2012年4月30日月曜日