1. wise view TM The Justice, Wiseview

2. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” Communication strategy For entering B2C market Communication strategy For entering B2C market PT02-0002 The Justice, Wiseview

3. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 3/30 Technical Quality Product Guarantee System Improve Product Awareness Setmakers’ Decision CONTENTS Current Status Contents What is the Weak point? Solution of Weakness Solution 1 Solution 2 Competitive No recognition B2B to B2C Different Starting Market Analysis Customer Analysis Capability Analysis Summarize Analysis Contents Current Marketing Future Role of IMC Communication Process Brief Description AD & PR DM & SP Monitoring & Evaluating Emotional Image

4. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 4/30 Summarize Analysis What is the Point? Market Analysis Market Analysis Customer Analysis Customer Analysis Capability Analysis Capability Analysis Current Status Current Status Good Prospect Glutted Situation Change of Market Good Position Prepare for Future What should we do? Change of End-user B2B to B2C Change Strategy

5. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 5/30 Market Analysis LCD Panel market is getting larger and larger 0 20 40 60 80 100 120 140 160 2002200320042005200620072008 TV monitor notebook others TV rate Forecast of Global large size Panels in 2005 ~ 2008 Million Units, % [Sources : Display Search] Current Status Current Status

6. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 6/30 Market Analysis “If you survive, you will have all, but the point is how you can survive” [Sources : Display Search] LCD Sales revenue in 2004 ¼ - ¾ 020406080 CPT(Taiwan). CMO(Taiwan) AUO(Taiwan) LG phillips SAMSUNG (Hundred Million Units) Getting more Competitive Getting more Competitive Current Status Current Status Supply < DemandSupply > Demand

7. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 7/30 Customer’s buying behavior…. Customer Analysis Current Status Current Status Brand NamePriceUse, Information etc.. When customers choose LCD product, When customers choose LCD product, they can’t recognize LCD panel they can’t recognize LCD panel as Core Ingredient as Core Ingredient

8. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 8/30 Capability Analysis Wiseview is.. Large Amout of the Sales Revenue Market Leader - 23% market share Invest lots of money to R&D [sources: 2004 annual report] Because of Glut, Competitiveness is weaken Many companies Want to Deal with Samsung LCD panel Current Status Current Status

9. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 9/30 Capability Analysis What is Strong? What is Weak? StrengthStrengthWeaknessWeakness Capability to Produce Fund-raising Ability R&D investment Strong Company Image Lack of Experience Lack of Flexibility Strong Company Image Current Status Current Status

10. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 10/30 There are couple of weak points What is weak point? There are Too Many Competitors … Customers have No idea about Wiseview & LCD panel First Domestic Ingredient Brand What’s Weak point? There is a gap… Convert B2B to B2C

11. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 11/30 1. Competitive VS Getting More Competitive optimistic prospect, starting 7 th generation, increasing tech & demand The First or the Largest? Build world largest 7 th generation LCD factory Develop world first 7 th LCD generation Pressure of the others which are in Taiwan and Japan What’s Weak point?

12. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 12/30 Customers Don’t Know Wiseview Customers have no idea about LCD panel. 2. No Recognition LCD panel = LCD monitor ? I don’t know what is Wiseview!! Customers have No Recognition about LCD panel What’s Weak point?

13. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 13/30 Some gaps and difficulties 3. B2B to B2C B2B B2C General customers can’t get marketing promotion I have never heard about Wiseview!! What is it?? What’s Weak point?

14. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 14/30 Wiseview is first IB in domestic. So Wiseview has no example and experience VS CPU = Core Device CPU = Ingredient of Computer In the beginning Intel had had not strong brand power LCD panel = Peripheral Device LCD panel = LCD monitor Strong company brand power 4. Different Starting What’s Weak point?

15. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 15/30 Only one solution of weak points is.. Solution of weakness Brand Recognition Brand Recognition Getting Strong Brand Recognition is just Taking Stable Place in the market Improve Awareness of LCD panel Improve Awareness of LCD panel Strengthen the Brand Image & Name Strengthen the Brand Image & Name Solution Of weakness?

16. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 16/30 Notify customer of Brand as well as Product Of Technical Quality Of Technical Quality Of Emotional Image Of Emotional Image Solution of weakness Solution Of weakness?

17. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 17/30 For the Technical Quality… Change Set Maker’s Decision Change Set Maker’s Decision P roduct G uarantee S ystem P roduct G uarantee S ystem Improve Product Awareness Improve Product Awareness Solution 1

18. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 18/30 Improve Product Awareness Solution 1 – technical quality LCD panel = LCD monitor High quality = customer’s trust Customer don’t know about LCD panel Customer Problem Solution When customers know about product starting will be easier Show customer what is LCD panel Our confidence of quality Solution 1

19. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 19/30 Solution 1 – technical quality Product Guarantee System (PGS) All Wiseview panels are guaranteed.. Sale Claim Samsung’s “Zero Pixel Defect” Maximize customers’ satisfaction Order Cancel Dead Pixel Change ETC Inferior Goods Return Inferior Goods Change Dead Pixel Returning [Sources : Display bank – January.2005 ] Solution 1 Whether being dead pixel is a matter of primary concern

20. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 20/30 Solution 1 – technical quality Product Guarantee System (PGS) So…. Customer never doubt Wiseview has dead pixel Customer Current Future Only zero dead pixel = high quality LCD panel and they choose Wiseview without doubt Wiseview PGS replace all of its LCD panels which have defect Solution 1 After Service – only Samsung Product After Service – All Products with Wiseview Logo PGS = Symbol of Confidence Wiseview is the Best

21. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 21/30 Set maker’s decision According to customers’ decision Solution 1 – technical quality Set makers determine their partner Wiseview Set Maker Customer Awareness Quality PGS contract supply demand contract The sales Image The Goal Solution 1

22. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 22/30 Solution 2 IMC Strategy Basis of customers’ awareness Of Future Society Of Future Society Of Environment Of Environment Of Moral Responsibility Of Moral Responsibility Of Human Being Of Human Being + Powerful IMC Solution 2

23. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 23/30 Advertisement Current - B2B focused strategy Solution 2 - IMC Strategy PR exhibition, PR & advertisement for business people Current marketing Solution 2 Focus on B2B Market Goal – Getting technological confidence No B2C marketing strategy for the customer Difficult to escape Samsung brand name

24. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 24/30 Current slogan don’t appeal to customers Too Simple “SAMSUNG” is Dangerous for IB “Better” can’t attract customer Stimulate Curiosity and Loyalty Solution 2 - IMC Strategy Current marketing Solution 2

25. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 25/30 Future role of IMC will be focused B2C market under the slogan “The Justice, Wiseview” Solution 2 - IMC Strategy Future role of IMC Solution 2 B2C focused marketing strategy Goal - improving brand recognition of customer Increase Wiseview marketing for the customer Segmentation High Quality Panel LCD product User Positioning High Quality & Price Market Leader Targeting High Life Seeker Opinion Leader

26. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 26/30 “The justice, Wiseview” has meaning which is.. Increase 60% of brand recognition among the customer within year 2005 Under the theme “The justice, Wiseview”, Increase brand recognition Solution 2 - IMC Strategy Communication Process Solution 2 Objective Main Strategy Tactics Future Society AD Human Being DM Moral Responsibility PR Environment SP

27. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 27/30 The main channel of the IMC Primary role emphasize “The Justice” Solution 2 - IMC Strategy Brief Description Solution 2 Tools / Media Media, Product, Chip, Flower pot, Campaign Objective Raise awareness, Enhance the brand image Audience High life seeker and Opinion leader Timing Ongoing, Coincide with promotional efforts

28. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 28/30 “Future society related” and “Moral responsibility related” mean… Future society related advertisement Show future society which LCD panel becomes the part of our life. Moral responsibility related Public Relations Provide glasses to unfortunate neighbor and teenager guidance etc.. Solution 2 - IMC Strategy AD & PR Solution 2

29. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 29/30 “Human being friendly” and “Environment related ” mean… Human being friendly Direct Marketing Insert chip in the panel so when people turn of the LCD, show Wiseview logo as Windows. Environment related Sales Promotion Provide flowerpot, plant will make Wiseview character Solution 2 - IMC Strategy DM & SP Solution 2

30. 제 26 회 제일기획 대학생 광고대상 영문 파워 PT “The justice, Wiseview” 30/30 For the more efficient IMC strategy… What to test What to test Where to test Where to test When to test When to test Solution 2 - IMC Strategy Monitoring & Evaluating Solution 2

31. “ The Justice, Your Faith Thank You Wiseview”

32. Question s Question s Answer s Answer s & &