작품 번호 : PT To Successfully Break Through B2C LCD Market WiseView Blue Print

Wiseview is? Wiseview is the first specialized Ingredient Brand in LCD panel. Branded Ingredient can be the product quality signal of what the company suggests to consumers Huge value added can be created Ingredient brand : an ingredient or component of a product that has its own brand identity

I. Situation Analysis 1. Market analysis 2. Company Analysis 3. Competitor Analysis 4. Conclusion

Market Analysis TFT-LCD market is getting bigger Demand of TFT-LCD Monitor, Laptop and TV is increasing Korea is No. 1 in LCD market, especially in large LCD panels * Source: LCD is gaining popularity as a ubiquitous product [Sales Record LCD Demand Forecast] Scale : million dollar [M/S forecasted by Country] * Source : 130% 149% 157% Standard: ’2005 Total 32,767

Market Analysis Samsung is No.1 in LCD market [Ranking of LCD Company] [LCD Market Share] *Source:DisplayRearch Top slot in the global (LCD) market for the third successive year Selling about 10 thousand 40-inch and above panels per month

Sharp Inexpensive Expensive High quality Low quality LG Philips Samsung China Company Analysis One path leads to opportunity The other leads to crisis *Source : Media Analysis Taiwan

Competitor Analysis Ingredient brand will be launched LG Philips Leader of LCD TV field Sharp Aggressive Investment AUO, CMO Penetrating into B2C with ViewWiz (Ingredient brand) Boehydis When moving from B2B to B2C, there will be high competition to take the leadership

Conclusion Relationship with other companies Consumer Competitors & Affiliated companies Samsung Relationship with consumers Inside Samsung B2C effect It’s time to move B2C directly

Conclusion Category Leader, WiseView M/S Premium Competitive advantage Benefit Competition TFT-LCD market is getting bigger Crisis Opportunity

II. Communication Strategy 1.Current Strategy 2.Next Strategy 3.Core-Target 4.Communication Strategy 5.Ad Strategy

Current Strategy Provide Better Vision Believe What you see WiseView, A Wise Choice We're wherever you Look Difficulty of launching IB in TFT-LCD market Necessity of specialized marketing strategy Focusing on B2B campaign What should be Next Strategy?

Next Strategy The first thing is to raise brand awareness & announce the meaning of brand Why? To raise brand awareness & announce the meaning of brand To extend B2B awareness with wider communications To keep the top position of M/S for high growth Necessity of strategies to penetrate into B2C

High life seekers are early adopters of new technology Core-Target Necessity of finding values of early adopters Adopter Categorization Curve

TypesExtrinsicIntrinsic Self- Orient ed Active Value 1 : EFficiencyValue 3 : PLay Reactive Value 2 : EXcellencyValue 4 : BEauty Other- Orient ed Active Value 5 : STatusValue 7 : EThics Reactive Value 6 : ESTeemValue 8 : SPirituality * Source : Morris B. Holbrook(1999), [Consumer value : a framework for analysis and research] Segmentation according to values for high life seekers Core-Target Value High life seekers pursue Excellency among the values

Ideal Core-Target Image * Source: When they make buying decision, they prefer to rely on their own intuition They can afford to buy brand-new products They find it easy to imagine, understand, and appreciate the benefits of a new technology They are educated The highest number of ‘opinion leaders’ is found among the early adopters They are willing to use word of mouth They are around 34 and mostly man

High life seekers who pursue a self-oriented factor (Excellency) Core-Target Insight They are enthusiastic and able to buy new technology products They are pursuing ‘Excellency’ Intelligent Smart

Leader of LCD No.1 & first ingredient brand Superior technology & high quality in digital displays Brand Insight Hyper-Competition TFT-LCD WiseView Innovation & Improvement to build high entry barrier

Communication Strategy Brand Insight No. 1 LCD in the world First LCD ingredient brand New technology Hyper-Competition Consumer Insight Self-oriented Excellency Early adopter Wise in any circumstance Remarkable How can we make our brand to be remarkable? Smart

Communication Strategy Be Wise! Communication Concept Be Wise! WiseView Communication Slogan

TFT-LCD present situation TV Low High Low Involvement Laptop Monitor Cellular phone PDA TFT-LCD possession in each product categories Advertising strategy is divided in 2 ways according to this situation

Ad Strategy To have a strong relationship with consumers After WiseView builds strong brand equity, master brand and ingredient brand will gain synergy effect Let people consider WiseView at the point of purchase Necessity of announcing both LCD-TV and WiseView simultaneously Best outcomes will be obtained For LCD TV For monitor, laptop and cellular phone

Ad Strategy For monitors, laptops and cellular phones To inform availability of WiseView Objective Early adopters who use a variety of ubiquitous products What if there is no LCD on Monitors, Laptops & Cell Phones? We will show difficulty situations if there is no LCD on the products Voice : What if there is no WiseView? Slogan: Be wise, WiseView Model AD story

Ad Strategy For LCD TVs To increase brand awareness of WiseView and usage of LCD TV Objective Celebrities who follow new technology products and are willing to use word of mouse (Danny Seo who is the leader of LOHAS & eco-friendly products/Quentin Tarantino) Danny Seo/Quentin Taratino will introduce LCD products and show how this product is good for life People will follow what they recommend and both LCD TV and WiseView will obtain brand Awareness Slogan: Be wise, WiseView Model AD story

III. IMC Strategy 1.Outdoor Advertising 2.Campaign 3.Event 4.Sponsorship Be Wise in any Circumstance

Outdoor Advertising Outdoor Advertising using Signboards People who are passing by Teheran Road To whom Franchise coffee shops (ex. Starbucks) in Teheran Road WiseView will support some of expenses for signboards and there will be the logo of WiseView Where Story It will make people curious who are passing by Teheran Road and enhance brand awareness with spending low expense Expected effect

Campaign Open your eyes with Wiseview People who have seeing difficulties To whom WiseView homepage WiseView assists people who have vision problem by offering them eye surgery Where Story WiseView will be able to attain a good brand image through this promotion People will easily recognize WiseView logo News Release Usage Expected effect

Event People who purchase LCD products To whom July to September When people purchase a cell phone or laptop, WiseView give them a LCD screen wiper and protector which contains the logo of WiseView When Story Raising awareness of WiseView Expected effect Free gift event

Sponsorship High life seekers To whom Exhibition in Soho area (New York) To appeal to our consumers, WiseView will sponsor one of exhibitions in Soho by giving them WiseView frames Where Story WiseView will be able to get a prestige image People can easily recognize the WiseView logo throughout the displays Expected effect Masterpiece WiseView

Sponsorship New York collection, Spring and Fall WiseView will offer all the expenses of New York collection fashion show There will be a huge Wiseview logo on the wall and the stage Where, When Story WiseView will be exposed to the world through this Fashion Show It will be a great chance to enhance its brand awareness and show how WiseView has a good quality and a reputation Expected effect WiseView, the trend leader

Conclusion 1. Build a strong brand - Brand awareness 2. Keep the top position - Not only in B2B, but in B2C