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IGO AUDIO                TV rack strategy                     Kazuto Yanase                      July 29 20112012年4月30日月曜日
Index                •   TV rack speaker interest survey                •   Potential customers profiling                • ...
TV rack speaker interest survey                (Survey with facebook Japanese friends + My imagination)2012年4月30日月曜日
TV rack speaker interest survey                (Survey with facebook Japanese friends + My imagination)          Not inter...
Potential customers profiling                       (Japan case analized)2012年4月30日月曜日
Potential customers are Middle Rich                                       level                                           ...
Potential customers are Middle                          Audio maniac level                                          top   ...
Potential customers are preset           select users when controlling audio                                              ...
Potential customers live in a           separated house or thick wall room    •Have a good house           Loud sound     ...
Potential customers sometimes                      think connection is very                                complicated    ...
Potential customers are not                            furniture maniac      •Think highly of a        furniture side    •...
Potential customers are watching                 movie, music video, sport, and                              playing game ...
Potential customers are sometimes                not aware of TV built-in speaker s                                  poor ...
Potential customers are indoor           oriented and TV person rather than                                 PC person     ...
Potential customers are single rich                male or double income family                                     marrie...
Potential customers summary2012年4月30日月曜日
Potential customers summary                •   Middle Rich level                •   Middle Audio maniac level             ...
Targeted strategy poles2012年4月30日月曜日
Targeted strategy poles          •     My survey is based on the Japanese potentials, so the potentials in                ...
So the Product Concept                      could be ...2012年4月30日月曜日
Product Concept                • Loud and Clear good quality sound                • Easy and Smart Link (Simple cable     ...
Focus target                             (finalized with the local survey)                •   Single rich male (30+ thru 60...
Competitive analysis and                  product positioning2012年4月30日月曜日
Product Competitive analysis                      Prosonic   CAV   Onkyo   Denon   Yahama                (to be made)2012年...
Product positioning in the marketSpec                               Price                (to be determined with the produc...
Substitution analysis2012年4月30日月曜日
Substitution analysis(Factor)   Speaker system       TV rack         Custom rack and                                      ...
Substitution analysis(Price range)                                                                    Home Theater        ...
So, the message to choose                         TV rack2012年4月30日月曜日
So, the message to choose                         TV rack            • Well sonic designed            • Price - cheaper th...
Retailers and shop selecting                        ideas2012年4月30日月曜日
Retailers and shop selecting ideas                           (to be determined)                • Retailer and shop candida...
Surveying ideas2012年4月30日月曜日
Surveying ideas            •   Surveying and analyzing is must when starting                new business in new area      ...
Retailers controlling ideas2012年4月30日月曜日
Retailers controlling ideas            •   Optional margin idea - big deal for starting with business                and e...
Promotion ideas2012年4月30日月曜日
Promotion ideas                •   Show rooms - Look and listen and feel                •   Magazine ads - TV sound is bet...
Promotion media selecting                         ideas2012年4月30日月曜日
Promotion media selecting ideas                                       (to be determined)                •   Promotion medi...
Future ideas2012年4月30日月曜日
Future ideas (product)            •   Better sound                •     3D sound, 5.1ch, 7.1ch                •     Licens...
Future ideas (retail)                 •   Amazon market shop                 •   Direct shop with semi-custom design and  ...
Future ideas (service)                •   Assemble and connect service for mechanical                    ineptitudes      ...
Future ideas (Business)            •   Hire more Audio engineers and designers                from Japan, retired or restr...
End of materials2012年4月30日月曜日
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Igo strategy

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  1. 1. IGO AUDIO TV rack strategy Kazuto Yanase July 29 20112012年4月30日月曜日
  2. 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 ideas2012年4月30日月曜日
  3. 3. TV rack speaker interest survey (Survey with facebook Japanese friends + My imagination)2012年4月30日月曜日
  4. 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 approve2012年4月30日月曜日
  5. 5. Potential customers profiling (Japan case analized)2012年4月30日月曜日
  6. 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. 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 sets2012年4月30日月曜日
  8. 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. 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. 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. 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. 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. 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. 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. 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 discountTargeted Area Single income Sometimes married couple father almost always need wife s budget approval.2012年4月30日月曜日
  16. 16. Potential customers summary2012年4月30日月曜日
  17. 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
  18. 18. Targeted strategy poles2012年4月30日月曜日
  19. 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 area2012年4月30日月曜日
  20. 20. So the Product Concept could be ...2012年4月30日月曜日
  21. 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. 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 customers2012年4月30日月曜日
  23. 23. Competitive analysis and product positioning2012年4月30日月曜日
  24. 24. Product Competitive analysis Prosonic CAV Onkyo Denon Yahama (to be made)2012年4月30日月曜日
  25. 25. Product positioning in the marketSpec Price (to be determined with the product competitive analysis)2012年4月30日月曜日
  26. 26. Substitution analysis2012年4月30日月曜日
  27. 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 broken2012年4月30日月曜日
  28. 28. Substitution analysis(Price range) Home Theater Custom rack and Amplifier and speakersSpec TV rack Speaker system Price (to be determined with the product competitive analysis)2012年4月30日月曜日
  29. 29. So, the message to choose TV rack2012年4月30日月曜日
  30. 30. So, the message to choose TV rack • Well sonic designed • Price - cheaper than when buying separately • Compact and easy Link • Easy cleaning and moving2012年4月30日月曜日
  31. 31. Retailers and shop selecting ideas2012年4月30日月曜日
  32. 32. Retailers and shop selecting ideas (to be determined) • Retailer and shop candidates which is suitable to the target • xxxxx • yyyyy • zzzzz2012年4月30日月曜日
  33. 33. Surveying ideas2012年4月30日月曜日
  34. 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 interviews2012年4月30日月曜日
  35. 35. Retailers controlling ideas2012年4月30日月曜日
  36. 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
  37. 37. Promotion ideas2012年4月30日月曜日
  38. 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, etc2012年4月30日月曜日
  39. 39. Promotion media selecting ideas2012年4月30日月曜日
  40. 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
  41. 41. Future ideas2012年4月30日月曜日
  42. 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. 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. 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. 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 pole2012年4月30日月曜日
  46. 46. End of materials2012年4月30日月曜日
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