1. Jerry Ganguzza
Sharp Electronics Corporation
Director, Marketing
LCD Products Division
‘B2B’
Professional LCD/DLP Projectors
Professional LCD Flat Panel Displays
2. About Sharp and How We Sell
• Sharp Corporation is a Japan based international consumer
electronics company with subsidiaries world-wide.
• Sharp Electronics Corporation is a US based company that
purchases product from Sharp Corporation, Japan.
• Sharp Electronics distributes product through a national
dealer and distributor network.
• Our dealer network then sells product to the end-user
• Our dealers and distributors are our key customers,
followed by the end-user community.
3. Marketing Activities
• Market Research/Analysis
• Product Line Branding
• Distribution Channels
• Programs and Promotions
• Public Relations
• Advertising
• Direct Marketing
– E-mail
– Direct Mail
– Telemarketing
• Collateral Material
• Website Development and Maintenance
• Trade Shows and Events
• Results Tracking
4. Market Research/Analysis
• Ensure that market calls for specific product
– Market Demand
– Market Saturation
9. Distribution Channels
• After Market Data is collected and tallied, the proper
distribution channel(s) are selected to sell the product
– Pro Audio Visual Dealers
– Audio Visual Distributors
– PC Channel Distributors
– PC Channel Resellers
– Direct Sales from Sharp
10. Programs and Promotions
• As product is launched, dealer/distributor/reseller/end-user programs
and promotions are developed
– Initial Buy-In promos for dealers/distributors/resellers
• Buy 10 get 1 free
• Buy 10 get 10% off entire order
• Mix and Match Promo
• ‘2, 4, 6’ promo
– End-user Promo
• Rebates
• Free Replacement Lamp
• Free extended warranty
• As market shifts and competition counter offers, programs and
promotions are developed to maintain sales
11. Public Relations
• Press Releases
– Product
• geared toward new product release
– Non-Product
• geared toward unique service or program
• Press Trade Event
– Editors from trade publications invited for product launch
• Analyst Event
– Top market analysts invited for product launch
• Trade Show Support
– Analysts, editors, writers, publishers visit booth
and need product and industry information and trends
12. Advertising
• Print Ad
– Creative process
– Media Selection and placement or “deck”
• On-Line Web “Banners” or “Skyscrapers”
– Creative process
– Media Selection and placement or “advertising deck”
14. Advertising
• Print Ad
– Creative process
– Media Selection and placement or “deck”
• On-Line Web “Banners” or “Skyscrapers”
– Creative process
– Media Selection and placement or “deck”
– Do we want to Capture Data, Increase Sales or Both?
– Results Tracking
15. Direct Marketing
• E-mail
– Creative Content
– Product Sales or Newsletter
– HTML, ‘Clickable’ Text or Plain Text? (Format ‘sniffers’)
– List selection
– Cadence and Frequency
– Spam issues/Opt-in
19. Direct Marketing
• E-mail
– Creative Content
– Product Sales or Newsletter
– HTML, Pure Text or ‘Clickable’ Text? (Format ‘sniffers’)
– List selection
– Cadence and Frequency
– Spam issues/Opt-in
• Direct Mail
– Creative Content
– List Selection
– Cadence and Frequency
• Telemarketing
– Inbound
– Outbound
– Scripting
20. Collateral Material Development
• New Product Introduction Sheet – ‘NPI’
• Full Color Brochure
– Print and ‘PDF’ for on-line downloads
• Product Digital Photography
• Competitive Comparisons
– Print and on-line “C.O.M.P.A.S.S.”
– Bid Specs
– Feature, Function, Benefit Charts “FFB”
– “At-A-Glance” Charts
– Other “Sales Tools”
• Collateral Fulfillment
21. Website Development and Maintenance
• SharpUSA.com – Our Corporate website
– Upload content as new products are introduced
– Daily Maintenance of current postings
• S.M.A.R.T. – Sharp Marketing And Resource Tool
– Our Dealer Extranet site for all marketing and sales information
– Upload content as new products are introduced
– Daily Maintenance of current postings
– Security (Account/Password/Security Level) Maintenance
• SharpRewards.com – Our on-line sales incentive website
– Maintain rewards program files and incentives for each model
– Sales representatives earn $$$ for each unit sold!
22. Trade Shows and Events
• Show/Expo Selection Process
– Choosing the right shows
– Booth size and selection process
• Pre-show marketing
• Preparation – “Exhibit House” Selection
• Booth Duty Schedule/Press/Special Events
• Giveaways
• Lead Capture
• Set-up/Tear-down
• Post-show marketing
23. Marketing Results Tracking
• E-marketing software package that integrates all marketing
activities into one database
– Allows us to interface with the customer or prospect in the way
that they want to be communicated to via:
• E-mail
• Snail mail
• Phone
• Fax
– True CRM and “One to One” marketing!
– Allows data reporting and data output to be
used by other systems and divisions within Sharp
24. Sharp and SAP
• Sharp is a Japan based international consumer electronics company with
subsidiaries world-wide.
• Sharp Electronics Corporation, USA (SEC), a subsidiary of Sharp
Corporation, Japan (SC) purchases product from SC. We are in essence, a
‘customer’ of SC.
• ALL Sharp subsidiaries world-wide are integrated via SAP an ERP software
system. This allows all departments within the company to use a common
database effectively and efficiently for:
– Supply and demand of product and parts for manufacturing
– Product Marketing
– Inventory Control
– Finance, Credit and Accounting
– Order Processing
– “E-Sales”
– Shipping and Delivery (Traffic)
– Internal Purchasing
– Reporting
25. Marketing and SAP
• Sales tracking and reporting to identify marketing trends such as:
– Slow moving product needs a “push” from marketing to increase sales.
– Fast moving product needs to be re-ordered from the factory
• Customer (Dealer/Distributor) accounts need to be current
• Product/Model codes need to be current
• SAP is the back-end to our Internet Business System (IBS) on-line
ordering system
• Data sharing between Sharp and on-line product information providers
