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SUPER MIRACLE CCMarketing and advertising for the large screen TV marketGroup 7; Sec A; IIM LUCKNOWSubmitted By: Group 7; Sec AMembers: Abhiruchi Bhushan Jaishree V Pallavi M Namit Jain Prateek Gupta Priyanka S 1Going forwardGroup 7; Sec A; IIM LUCKNOW2To achieve leadership in the large-screen TV segment by increasing the market share compared to its closest competitor, Samsung.Problem Statement3

Group 7; Sec A; IIM LUCKNOW3Introduction4Group 7; Sec A; IIM LUCKNOW4Technological Development519471960196619801988First, demonstrated by CBS(U.S.)Japan began broadcasting TV in 1960France : SECAMRest of the Europe:PALKorea started colour TV programming in the NTSC format1985Japans NHK introduced the concept of Hi-Vision HDTV NHK broadcasted its first HDTV programming for the Seoul OlympicsDisruptive changes in Korean Television marketGroup 7; Sec A; IIM LUCKNOW5GoldStarMarket Share6Competition

Leader in Koreas electronics industryManufacturer of Koreas first B&W TVIndependent technology developmentGroup 7; Sec A; IIM LUCKNOW6Changing Purchase Trends7Demand for black & white TVs was on a constant decline whereas color TVs skyrocketed around the 1988 OlympicsProportion of first-time purchases were decreasing while that of additional or replacement purchase were increasing steadilyGroup 7; Sec A; IIM LUCKNOW78Large Screen TVs

February 1990April 1990October 1990Excellent MaxSuper MiracleSuper-vision Pro

Available in 20, 25 and 29 sizesOnly 20 and 29 sizes

Rising living standardsIncreased demand for high visual qualityStrong relationship with culture and strong influence over consumersReasons for rising demand of Large-screen TVsGoldStars late entry and narrow product range proved to be major obstacles in giving the expected boost to salesGroup 7; Sec A; IIM LUCKNOW8Advertising9Group 7; Sec A; IIM LUCKNOW9Super Miracle CC 25FeaturesPOD / POPConsumer RecognitionBlack MonitorPODVisible and RefreshingIQ Colour CoordinationPODLogicalAIPOPHackneyedAero Dome SpeakersPOPHackneyed10TargetMarketAdvertising ObjectivesMarketing ObjectiveAge Group: 30 years & aboveIncrease Market ShareCreate awarenessSuper Miracle was popular among 40 years and aboveTo increase market share, they had to target customers in their 30sGroup 7; Sec A; IIM LUCKNOW10TVC11

Group 7; Sec A; IIM LUCKNOW11Advertising StrategyApproachAnalogy and FantasyCreative StrategyEmotional appeal A unified theme for print, radio and TV commercialsTV Commercials Printed AdvertisementsAd ExecutionMetaphorMetaphorConceptLife like rendition of high quality visionSame as TV; Medium restrictionsStrategyCreating customer orientation towards products visual attributes.Serialized Product ConceptStage 1: Product AwarenessStage 2: Product DifferentiationStage 3: Product Benefits12Group 7; Sec A; IIM LUCKNOW12Competitor Advertising1313Competitive ResponseGoldStars Super Miracle CC(Launched in Oct 1990)Samsung Cinema(Launched in Feb 1990)Daewoos Super Vision(Launched in Apr 1990)Advertising ConceptLive ImageUltra sensitive TVVisual qualityAudio qualityHigh quality TVAudio qualityVisual qualityFunctionsBlack-colored screenIQ color-coordinated visual qualityArtificial intelligenceAero dome speakersRGB visual qualityCCDs comb filterDome speakersArtificial intelligenceHorizontal 800Dome sound systemMid-to-low frequency wooferAdvertising MediumTV, radio, printedTV, radio, printedTV, radio, printedSubject Materialfish (long nose-butterfly), woman in a black veilparakeet, eagleComputer graphics14Group 7; Sec A; IIM LUCKNOW14Effectiveness of TVCAreas of ImpressionsPercentage High Visual Quality50Subject Material9Super Miracle CC TV Commercial ImpressionModel 18%Scenery 17%Announcement 4%15Group 7; Sec A; IIM LUCKNOW15Rate of Recognition of Promotion16Group 7; Sec A; IIM LUCKNOW16Relationship between SOM and SOV

To gain Market Share, a competitor resorts to a huge ad spending push17Group 7; Sec A; IIM LUCKNOW17Growing the Market ShareMarket Shares for Large-Screen TV, 25" & over (1991) (%)CompanyQ1Q2Q3Q4GoldStar29333435Samsung37303333Anam27282422Daewoo79810Market Shares for Top 3 TV producersCompany198819891990GoldStar373539Samsung383940Daewoo151610Others101011Dramatic Increase in large-screen TV demandFocus on 25 product18Group 7; Sec A; IIM LUCKNOW18

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