PowerPoint Presentation
SUPER MIRACLE CCMarketing and advertising for the large screen
TV marketGroup 7; Sec A; IIM LUCKNOWSubmitted By: Group 7; Sec
AMembers: Abhiruchi Bhushan Jaishree V Pallavi M Namit Jain Prateek
Gupta Priyanka S 1Going forwardGroup 7; Sec A; IIM LUCKNOW2To
achieve leadership in the large-screen TV segment by increasing the
market share compared to its closest competitor, Samsung.Problem
Statement3
Group 7; Sec A; IIM LUCKNOW3Introduction4Group 7; Sec A; IIM
LUCKNOW4Technological Development519471960196619801988First,
demonstrated by CBS(U.S.)Japan began broadcasting TV in 1960France
: SECAMRest of the Europe:PALKorea started colour TV programming in
the NTSC format1985Japans NHK introduced the concept of Hi-Vision
HDTV NHK broadcasted its first HDTV programming for the Seoul
OlympicsDisruptive changes in Korean Television marketGroup 7; Sec
A; IIM LUCKNOW5GoldStarMarket Share6Competition
Leader in Koreas electronics industryManufacturer of Koreas
first B&W TVIndependent technology developmentGroup 7; Sec A;
IIM LUCKNOW6Changing Purchase Trends7Demand for black & white
TVs was on a constant decline whereas color TVs skyrocketed around
the 1988 OlympicsProportion of first-time purchases were decreasing
while that of additional or replacement purchase were increasing
steadilyGroup 7; Sec A; IIM LUCKNOW78Large Screen TVs
February 1990April 1990October 1990Excellent MaxSuper
MiracleSuper-vision Pro
Available in 20, 25 and 29 sizesOnly 20 and 29 sizes
Rising living standardsIncreased demand for high visual
qualityStrong relationship with culture and strong influence over
consumersReasons for rising demand of Large-screen TVsGoldStars
late entry and narrow product range proved to be major obstacles in
giving the expected boost to salesGroup 7; Sec A; IIM
LUCKNOW8Advertising9Group 7; Sec A; IIM LUCKNOW9Super Miracle CC
25FeaturesPOD / POPConsumer RecognitionBlack MonitorPODVisible and
RefreshingIQ Colour CoordinationPODLogicalAIPOPHackneyedAero Dome
SpeakersPOPHackneyed10TargetMarketAdvertising ObjectivesMarketing
ObjectiveAge Group: 30 years & aboveIncrease Market ShareCreate
awarenessSuper Miracle was popular among 40 years and aboveTo
increase market share, they had to target customers in their
30sGroup 7; Sec A; IIM LUCKNOW10TVC11
Group 7; Sec A; IIM LUCKNOW11Advertising StrategyApproachAnalogy
and FantasyCreative StrategyEmotional appeal A unified theme for
print, radio and TV commercialsTV Commercials Printed
AdvertisementsAd ExecutionMetaphorMetaphorConceptLife like
rendition of high quality visionSame as TV; Medium
restrictionsStrategyCreating customer orientation towards products
visual attributes.Serialized Product ConceptStage 1: Product
AwarenessStage 2: Product DifferentiationStage 3: Product
Benefits12Group 7; Sec A; IIM LUCKNOW12Competitor
Advertising1313Competitive ResponseGoldStars Super Miracle
CC(Launched in Oct 1990)Samsung Cinema(Launched in Feb 1990)Daewoos
Super Vision(Launched in Apr 1990)Advertising ConceptLive
ImageUltra sensitive TVVisual qualityAudio qualityHigh quality
TVAudio qualityVisual qualityFunctionsBlack-colored screenIQ
color-coordinated visual qualityArtificial intelligenceAero dome
speakersRGB visual qualityCCDs comb filterDome speakersArtificial
intelligenceHorizontal 800Dome sound systemMid-to-low frequency
wooferAdvertising MediumTV, radio, printedTV, radio, printedTV,
radio, printedSubject Materialfish (long nose-butterfly), woman in
a black veilparakeet, eagleComputer graphics14Group 7; Sec A; IIM
LUCKNOW14Effectiveness of TVCAreas of ImpressionsPercentage High
Visual Quality50Subject Material9Super Miracle CC TV Commercial
ImpressionModel 18%Scenery 17%Announcement 4%15Group 7; Sec A; IIM
LUCKNOW15Rate of Recognition of Promotion16Group 7; Sec A; IIM
LUCKNOW16Relationship between SOM and SOV
To gain Market Share, a competitor resorts to a huge ad spending
push17Group 7; Sec A; IIM LUCKNOW17Growing the Market ShareMarket
Shares for Large-Screen TV, 25" & over (1991)
(%)CompanyQ1Q2Q3Q4GoldStar29333435Samsung37303333Anam27282422Daewoo79810Market
Shares for Top 3 TV
producersCompany198819891990GoldStar373539Samsung383940Daewoo151610Others101011Dramatic
Increase in large-screen TV demandFocus on 25 product18Group 7; Sec
A; IIM LUCKNOW18
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