...Chapter 18 1. Once Sonic begins to use consumer advertising, what goals would be appropriate? One set of marketing objectives to be supported by promotion activities is to generate 40 percent brand awareness within the consumer target market and 50 percent brand awareness within the business target market by the end of next year. To achieve these objectives, Sonic should create a multimedia advertising campaign to build brand awareness and differentiate the product from competitors. 2. Should Sonic continue consumer and trade sales promotion after the new product has been in the market for six months? Explain your reasoning. Sonic should not continue consumer and trade sales promotion after the new product has been in the market for six months. The reason is that after six months, Sonic will become well-known brand and consumer and trade sales promotion may devalue the product in buyers’ minds. 3. Jane Melody wants you to recommend an event sponsorship possibility that would be appropriate for the new product campaign. What type of event would you suggest and what objectives would you set for the sponsorship? Exhibits and shows can be used in the new product campaign. More exactly, Sonic should exhibit at the major consumer electronics trade show and invite head-to-head comparisons with leading PDA competitors to showcase the speed and convenience of their product's voice recognition capabilities. They should also provide Sonic PDAs to selected product reviewers, opinion...
Words: 297 - Pages: 2
...knows too well how the workers are comfortable with working at their own pace and spending is of very little concern because their organizational culture is built around serving clients such as the government, who will fund their overruns and will allow years for development. Thomas is now functioning under new management, Michael Scott, a young, hopeful who plans to take on the strongest competitors in the consumer market. Thomas has the personality and temperament of an NT (Intuition-Thinking) Type. NT’s gather data consisting of abstractions and possibilities (N), which they filter through their objective decision-making process (T) (Rutledge, 2008). NTs have a driving force that is a never-ending quest for competence and this is demonstrated by Thomas and his peers as they desire to spend years on development and production, which causes them to pursue products not according to deadlines or costs because it is more about the soundness of the product. NTs are oriented toward continuous improvements and Thomas was scared to enter the faced-paced market of consumer GPS products, not because he lacked confidence in the team to create a more favorable product than its competitors but because he knew his team would require more time than the deadlines that were set (Pillittere, 2009). NTs are known to be Rationals who are preoccupied with technology and can be thought of as the “logic of building,” which Thomas demonstrated with...
Words: 1397 - Pages: 6
...The Consumer Electronics Expo happened in Las Vegas, Nevada this year. This event is a chance for companies to show off their latest or future technologies. They let visitors see the technologies in action and maybe even get to try them out themselves. The companies hope to have impactful technologies that will make consumers’ lives easier. One of the technologies shown this year was the HiMirror. The HiMirror is a mirror that attaches to the wall and gives daily suggestions on how to take care of your skin. It first scans your face and shows you your problem areas. These problem areas can be wrinkles, visible pores, dark spots and red spots. It will then recommend products to add to your skin care routine to help with the problems. These...
Words: 808 - Pages: 4
...PROJECT REPORT ON FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES (A COMPERATIVE STUDY OF LG & VIDECON) UNDER GUIDANCE Prof. S.k.Chadha In the partial fulfillment of the requirements of the Final Project for the degree of Masters in Business Administration Submitted By Navdeep MBA International Business University Business School Panjab University, Chandigarh ACKNOWLEDGEMENT I am overwhelmed with pleasure and deep sense of gratitude towards University Business School, Chandigarh for giving me such an opportunity to do the research project which has opened my vision towards rich experience of the theory implications and practical applications studied in the MBA course. I express a heartfelt thanks to my guide Prof. S.K.Chadha who has helped me in choosing and doing this...
Words: 7843 - Pages: 32
...September 30, 2014 The consumer electronic industry has experienced a number of ups and downs during the past few years. In the beginning, the consumer electronic industry was taking off because of the emergence of suburban retail stores after WWII. With the decreasing cost in technology, the increase in the demand for consumers electronics particularly televisions came about. During this time, the consumers were usually more price sensitive, and were willing to accept low customer service in exchange for lower prices. This lead to the rapid growth of the discount stores. Because there are not many substitutes for consumer electronics, the sales for these products continue to increase over time. Consumers can decide which retailer that they want to purchase their electronics from. They have the option of purchasing it directly from that particular retailer or even just ordering it online. Because of the high exit barriers, increasing buyer demand, and increasing sales, it is recommended that Best Buy continues to try to change its strategy to be able to gain its past sales trend again in the consumer electronics industry. In the beginning, Best Buy started off strong with increasing sales and profits, but over time this trend started to change. As shown in Exhibit 7, Best Buy is the only competitor within the consumer electronics industry that has experienced a recent trend of decreasing sales. Some of this has to do with showrooming. Consumers are not making their purchases...
Words: 3043 - Pages: 13
...U.S. Consumer Electronics Sales and Forecasts 2010-2015, the industry report by the Consumer Electronics Association (CEA), revenues in the consumer electronics industry is projected to increase by 2 percent in 2014. Such growth translates to $211.3 billion of revenue—the highest recorded total revenue for the industry (Consumer Electronics Association [CEA], 2014a). Mobile connected devices remain the top revenue drivers of the industry; particularly, smartphones and tablets represent 35.1 percent of the industry’s total revenue in 2014 (CEA, 2014a). Nevertheless, even with the industry’s revenue reaching all-time highs, the consumer electronics industry is experiencing slow growth. Compared to 2011’s industry growth of 7.7 percent, the industry growth in 2012 and 2013 are only 4.4 percent and 1.8 percent, respectively (CEA, 2014b). Furthermore, the 2014’s estimated growth is at 2 percent, and 2015’s projected growth is at 1.2 percent. Many factors have led to the flat growth such as the increased competition brought by new companies entering the market, mergers, and globalization, as well as government policies and global competition. Shawn DuBravac, chief economist and senior director of research of CEA, blamed the continued decline of average selling prices for the flat growth of the consumer electronics industry (CEA, 2014a). Decreasing prices is one of the effects of increased competition—a consequence of new companies entering the market. The consumer electronics industry...
Words: 2065 - Pages: 9
...Strategy Price Strategy Promotion Strategy Place Strategy 7. Financial Data and Projections 16 Past Sales Revenue Five-Year Projections 1. Executive Summary Sony Corporation manufacturers high-quality electronic products, utilizing new technology to continually evolve in a highly competitive industry. This marketing plan for introducing the new product, Tracker Stickers, illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. This new product will not only increase revenues for the company, but will provide a convenience to our customers allowing them to locate those easily lost items including keys, phones, remotes and any other item they would like. Tracker Stickers are easy to apply and easy to use. 2. Company Description Sony Corporation had humble beginnings in May of 1946 as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Company) which was also commonly referred to as Totsuko. Established in Nihonbashi, Tokyo with start-up capital of $530 and 8 employees, Totsuko was founded by Masaru Ibuka in an electronics shop in a bomb-damaged department store building. Sony Corporation is one of the leading manufacturers of high-quality electronic products that are sold to consumer and business markets. Sony products utilize...
Words: 4045 - Pages: 17
...PROJECT REPORT ON “THE CHANGING INDIAN CONSUMER DURABLES INDUSTRY-AN OUTLOOK” SUBMITTED TO: Prof. Samarendra Mahapatra SUBMITTED BY: Roshan Kanoo (08DM076) INSTITUTE OF MANAGEMENT AND INFORMATION SCIENCE BHUBANESWAR 1|Page ACKNOWLEDGEMENT This report is an outcome of mutual support and guidance of many persons towards whom I am indebted. I express my profound reverence and heartfelt gratitude to Prof. S.Mahapatra who suggested me proper guidelines towards the project and for his unconditional co-operation and kind support in preparing the report and doing the activities required for the same. 2|Page TABLE OF CONTENTS SL. NO. 1 1.1 1.2 2 2.1 2.2 2.3 2.4 3 3.1 3.2 3.3 4 4.1 4.2 5 5.1 5.2 5.3 6 6.1 6.2 6.3 7 8 HEADINGS OVERVIEW Key Growth Drivers for Consumer Durables Major Hurdles and Challenges INDUSTRY ANALYSIS Industry Classification Success in the Industry would depend on the following factors Profiles of Key Consumer Durable players Opportunities and Challenges CONSUMER ANALYSIS Consumer Classes Changing Attitude of Today’s Customers Marketer’s Response to Consumer Attitude MARKET ANALYSIS Consumer Electronics Household Appliances PRODUCT ANALYSIS Television Consumer Electronics Market in India – CTV CTV Industry Post Liberalisation COMPETITION ANALYSIS Competition Overview India as an Emerging Force in Television Market Market Measurement and Forecasting THE ROAD AHEAD CONCLUSION PAGE NO. 4 4 5 6 6 7 7 10 11 11 12 13 14 14 15 16 16 18 18 20 20...
Words: 11309 - Pages: 46
...INDEX |Contents |Page Numbers | | | | |EXECUTIVE SUMMARY |2 – 4 | |CERTIFICATE FROM MIMA | | |CERTIFICATE FROM COMPANY | | |ACKNOWLEDGEMENT |5 | |COMPANY PROFILE |6 – 10 | |INDUSTRY PROFILE |11 - 16 | |RESEARCH PROBLEM AND ITS BACKGROUND |17 – 19 | |OBJECTIVES, HYPOTHESIS AND SCOPE |20 – 22 | |RESEARCH METHODOLOGY ...
Words: 8513 - Pages: 35
...ID#080515A PUBLISHED ON OCTOBER 23, 2008 REVISED ON MARCH 22, 2011 Sonance at a Turning Point BY NATALIE MIZIK * ABSTRACT CONTENTS In 1982, Sonance, a high-end audio company, invented a new product category: in-wall speakers. At Introduction .........................................1 the close of 2005, Sonance was at a turning point. The company attempted to benefit from the boom in the Industry ................................................3 housing market in the 2000s by shifting its focus from its traditional channel of custom installation dealers to Competitors .........................................7 pursuing production developers and mass-market consumers. While growth accelerated, its relationship with the high-end audio dealers began to deteriorate. Issues Defined .....................................1 Company ..............................................2 Traditional Channel .............................3 Customers ............................................5 Context .................................................7 New Products ......................................8 Options ...............................................10 Exhibits...............................................11 Led by recent Columbia Business School graduate Ari Supran, Sonance’s sales and marketing teams struggled to determine the best strategy for the future. * Natalie Mizik is Gantcher Associate Professor of Business, Columbia...
Words: 8270 - Pages: 34
...Feasibility Study and Business Plan – Al Hayat ECOFIN Research Services Feasibility Study and Business Plan to set up a Domestic Electrical Appliances Distribution Company in Saudi Arabia Al Hayat International Holding Co., Saudi Arabia Sole Distributor of Green World Electronics Co., USA September 22, 2008 1 Feasibility Study and Business Plan – Al Hayat Content 1. Executive Summary 2. Introduction - Al-Hayat International Holding Co. 2.1. About ECOFIN Research Services 2.2. About the Promoter 2.3. Project Background 2.4. The Franchise Concept 2.5. About Green World Electronics Co. ECOFIN Research Services Page 07 11 11 11 14 14 15 3. Success Stories of Electronics Retailing and Distribution Companies around the World17 3.1. Best Buy 3.2. GOME Electrical Appliances Holding Ltd. 3.3. Jumbo Electronics Co. 3.4. Media Market 3.5. NEXT Retail India Ltd. 17 18 20 22 24 4. Favorable Investment Environment 4.1. Investment Climate in Saudi Arabia 4.2. Overview of the Retail Industry in Saudi Arabia 4.3. Saudi Domestic Electrical Appliances Sector 4.4. Key Drivers for Saudi Domestic Electrical Appliance Industry 4.5. Saudi Domestic Electrical Appliance Industry – Major Trends and Forecast 4.6. Conclusion 27 27 33 40 43 55 56 5. Al-Hayat International Holding Co: Strategic Planning 5.1. Stakeholder analysis 5.2. Vision 5.3. Mission 5.4. Strategic Objectives 5.5. USP 58 58 58 58 58 58 6. The Business Plan 6.1. Product and Portfolio Analysis 6.2. Market Segmentation, Targeting...
Words: 64347 - Pages: 258
...world. Its remarkable success lies in the company's ability to create truly innovative products with vast customer appeal. Apple flouts the conventional wisdom of the consumer electronics industry, which emphasizes low cost, "me-too" products, and a continuously shortened product life. Instead, Apple has opted for constant and discrete product innovation, resulting in fanatic consumer loyalty and a high level of profitability. The Bad Apple So why does Apple treat its customers and workers by two different standards? When it comes to customers, Apple is a bold innovator that leads the industry into new directions and forces others to follow. However, when it comes to the management of its supply chain and treatment of workers in the Chinese factories that make its products, it hides behind the constraints of prevailing industry practices. What is even more disconcerting is the fact that these practices are in violation of not only local and national laws, but also of Apple's own voluntary self-imposed code of conduct. It is important to note that this voluntary code of conduct breaks no new ground. It is at best a modest attempt to ensure that workers will be treated fairly and provided with a safe work environment. Yet the violations continue, despite years of monitoring factories where Apple's own audits show persistent non-compliance and despite these factories' repeated broken promises to improve. Apple's Strategic Profile - Value Culture vs. Cost Culture In my view...
Words: 3005 - Pages: 13
...world. Its remarkable success lies in the company's ability to create truly innovative products with vast customer appeal. Apple flouts the conventional wisdom of the consumer electronics industry, which emphasizes low cost, "me-too" products, and a continuously shortened product life. Instead, Apple has opted for constant and discrete product innovation, resulting in fanatic consumer loyalty and a high level of profitability. The Bad Apple So why does Apple treat its customers and workers by two different standards? When it comes to customers, Apple is a bold innovator that leads the industry into new directions and forces others to follow. However, when it comes to the management of its supply chain and treatment of workers in the Chinese factories that make its products, it hides behind the constraints of prevailing industry practices. What is even more disconcerting is the fact that these practices are in violation of not only local and national laws, but also of Apple's own voluntary self-imposed code of conduct. It is important to note that this voluntary code of conduct breaks no new ground. It is at best a modest attempt to ensure that workers will be treated fairly and provided with a safe work environment. Yet the violations continue, despite years of monitoring factories where Apple's own audits show persistent non-compliance and despite these factories' repeated broken promises to improve. Apple's Strategic Profile - Value Culture vs. Cost Culture In my view, Apple's...
Words: 3028 - Pages: 13
...Contents Introduction ..................................... 2 AV Receiver TX-SR504 TX-SR504E TX-SR8450 Instruction Manual Connection .................................... 16 Turning On & First Time Setup..... 32 Basic Operation Playing your AV components ....... 36 Listening to the Radio .................. 38 Enjoying the Listening Modes ..... 48 Thank you for purchasing an Onkyo AV Receiver. Please read this manual thoroughly before making connections and plugging in the unit. Following the instructions in this manual will enable you to obtain optimum performance and listening enjoyment from your new AV Receiver. Please retain this manual for future reference. Advanced Operation ..................... 54 Troubleshooting ............................ 62 En WARNING: TO REDUCE THE RISK OF FIRE OR ELECTRIC SHOCK, DO NOT EXPOSE THIS APPARATUS TO RAIN OR MOISTURE. WARNING RISK OF ELECTRIC SHOCK DO NOT OPEN AVIS RISQUE DE CHOC ELECTRIQUE NE PAS OUVRIR CAUTION: TO REDUCE THE RISK OF ELECTRIC SHOCK, DO NOT REMOVE COVER (OR BACK). NO USER-SERVICEABLE PARTS INSIDE. REFER SERVICING TO QUALIFIED SERVICE PERSONNEL. The lightning flash with arrowhead symbol, within an equilateral triangle, is intended to alert the user to the presence of uninsulated “dangerous voltage” within the product’s enclosure that may be of sufficient magnitude to constitute a risk of electric shock to persons. The exclamation point within an equilateral triangle is intended...
Words: 32622 - Pages: 131
...Introduction: Samsung Electronics is a multionaltional electronic group located in Sowon, South Korea, and is one of the largest electronic groups in Asia. Samsung was created in 1969, as a division of the mammoth Korea cheabol Samsung Group established by Byung-Chull Lead in 1938. It was established as a means of getting Samsung to grow into the television and consumer electronics industry. The first product that was made by the division was a balck and white television that was created and began selling in early 1970. From then on Samsung Electronics gradually developed a diverse lineof consumer electronics that was sold domestically and, later begain its exports. The company also began branching our to into color television and, laterinot a verity of consumer electronics and appliances. By the 1980s Samsung begain to expand its product line by brancing out into color television and various house hold appliances. The company operates within four major divisions including Digital Media, Semiconductors, Information and Communications, and Home Appliances. Product and services: Samsung operates under four divisions including digital media, semiconductors, information and communication, and home appliances. Channels of distribution: Samsung uses many different distribution channels to deliver their products to consumers. These products are delivered via the retail setting, and include electronics, chemicals, and engineering services. Promotional efforts: Money...
Words: 276 - Pages: 2