igo strategy

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


TV rack speaker interest survey(Survey with facebook Japanese friends + My imagination)


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


Potential customers profiling(Japan case analized)


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


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


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


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


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


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


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


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


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


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


Potential customers summary


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


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


So the Product Concept could be ...


Product Concept

• Loud and Clear good quality sound• Easy and Smart Link (Simple cable connection)

• Compact, All in one (TV Speaker, amplifier and Rack)


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


Competitive analysis and product positioning


Product Competitive analysisProsonic CAV Onkyo Denon Yahama

(to be made)


Product positioning in the market

(to be determined with the product competitive analysis)

Price

Spec


Substitution analysis


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


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


So, the message to choose TV rack


•Well sonic designed • Price - cheaper than when buying separately

• Compact and easy Link• Easy cleaning and moving

So, the message to choose TV rack


Retailers and shop selecting ideas


• Retailer and shop candidates which is suitable to the target

• xxxxx• yyyyy• zzzzz

Retailers and shop selecting ideas(to be determined)


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

Surveying ideas


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

• ,,,,

Retailers controlling ideas

Have to watch carefully with antitrust law.2012年4月30日月曜日

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

Promotion ideas


Promotion media selecting ideas


• Promotion media which is suitable to the target

• TV commercials

• xxxxx

• yyyyy

• zzzzz

• Magazines

• ,,,,,

• Web reporters

• ,,,,,,,,

Promotion media selecting ideas(to be determined)


Future ideas


• 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)


• 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.


• Assemble and connect service for mechanical ineptitudes

• Friday night customer support service for DVD rental users

•

Future ideas (service)


• 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)


End of materials
