작품 번호 : PT02-0005

To Successfully Break Through B2C LCD Market

WiseView Blue Print

Wiseview is?

Wiseview is the first specialized Ingredient Brand in LCD panel

.

Branded Ingredient can be the product quality signal of what the company suggests to consumers

Huge value added can be created

Ingredient brand: an ingredient or component

of a product that has its own brand identity

I. Situation Analysis

1. Market analysis 2. Company Analysis 3. Competitor Analysis4. Conclusion

8353 9994 10921 118766613

1047314344 1668917801

22066 23488 24478

2005 2006 2007 2008

LaptopLCD- TVMonitor

Market Analysis

TFT-LCD market is getting bigger Demand of TFT-LCD Monitor, Laptop and TV is increasing Korea is No. 1 in LCD market , especially in large LCD panels

* Source: www.displaybank.com

LCD is gaining popularity as a ubiquitous product

[Sales Record LCD Demand Forecast]Scale : million dollar

[M/S forecasted by Country]

* Source : www.sec.com

130%149%

157%

Standard: ’2005 Total32,767

24%

21%

13%

43%

Samsung LG philpsAU Optronics etc

Market AnalysisRanking of LCD company

0

20,000

40,000

60,000

80,000

Samsung LG philips AUO CMO CPT

ShipmentSales

Samsung is No.1 in LCD market

[Ranking of LCD Company][LCD Market Share]

*Source:DisplayRearch

Top slot in the global (LCD) market for the third successive year

Selling about 10 thousand 40-inch and above panels per month

Sharp

Inexpensive

Expensive

High quality

Low quality

LG Philips

Samsung

China

Company Analysis

One path leads to opportunity The other leads to crisis

*Source : Media Analysis

Taiwan

Competitor Analysis

Ingredient brandwill be launched

LG Philips

Leader of LCD TV field

Sharp

Aggressive Investment

AUO, CMO

Penetrating into B2C with

ViewWiz (Ingredient brand)

Boehydis

When moving from B2B to B2C, there will be high competition to take the leadership

Conclusion

Relationship with other companies

ConsumerCompetitors & Affiliated companies

Samsung

Relationship with consumers

Inside Samsung

B2C effect

It’s time to move B2C directly

Conclusion

Category Leader, WiseView

M/S Premium

Competitive advantage

Benefit

Competition TFT-LCD marketis getting bigger

Crisis Opportunity

II. Communication Strategy1. Current Strategy2. Next Strategy3. Core-Target4. Communication Strategy5. Ad Strategy

Current Strategy

ProvideBetter Vision

Believe What you see

WiseView,A Wise Choice

We're wherever you Look

Difficulty oflaunching IB in TFT-LCD

market

Necessity of specialized marketing strategy

Focusing on B2B campaign

What should be Next Strategy?

Next Strategy

The first thing is to raise brand awareness & announce the meaning of brand

Why? To raise brand awareness & announce the meaning of brand

To extend B2B awareness with wider communications

To keep the top position of M/S for high growth

Necessity of strategies to penetrate into B2C

High life seekers are early adopters of new technology

Core-Target

Necessity of finding values of early adopters

Adopter Categorization Curve

Types Extrinsic Intrinsic

Self-Orient

ed

Active Value 1 : EFficiency Value 3 : PLay

Reactive Value 2 : EXcellency Value 4 : BEauty

Other-Orient

ed

Active Value 5 : STatus Value 7 : EThics

Reactive Value 6 : ESTeem Value 8 : SPirituality

* Source : Morris B. Holbrook(1999), [Consumer value : a framework for analysis and research]

Segmentation according to values for high life seekers

Core-Target Value

High life seekers pursue Excellency among the values

Ideal Core-Target Image

* Source: www.decisionanalyst.com

• When they make buying decision, they prefer to rely on their own intuition

• They can afford to buy brand-new products

• They find it easy to imagine, understand, and appreciate the benefits of a new technology

• They are educated

• The highest number of ‘opinion leaders’ is found among the early adopters

• They are willing to use word of mouth

• They are around 34 and mostly man

High life seekers who pursue a self-oriented factor (Excellency)

Core-Target Insight

They are enthusiastic and able to buy new technology products

They are pursuing ‘Excellency’

Intelligent

Smart

Leader of LCDNo.1 & first

ingredient brand

Superior technology& high quality

in digital displays

Brand Insight

Hyper-Competition

TFT-LCD WiseView

Innovation & Improvement to build high entry barrier

Communication Strategy

Brand Insight

No. 1 LCD in the worldFirst LCD ingredient brandNew technology

Hyper-Competition

Consumer Insight

Self-orientedExcellencyEarly adopter

Wise in any circumstance

Remarkable

How can we make our brand to be remarkable?

Smart

Communication Strategy

Be Wise! Communication Concept

Be Wise! WiseView

Communication Slogan

TFT-LCD present situation

TV

Low High

High

LowInvolvement

Laptop

Monitor

Cellularphone

PDATFT-LCD possession in each product categories

Advertising strategy is divided in 2 ways according to this situation

Ad Strategy To have a strong relationship with consumers

After WiseView builds strong brand equity, master brand and ingredient brand will gain synergy effect

Let people consider WiseView at the point of purchase

Necessity of announcing both LCD-TV and WiseView simultaneously

Best outcomes will be obtained

For LCD TV For monitor, laptop and cellular phone

Ad Strategy

For monitors, laptops and cellular phones

To inform availability of WiseView

Objective

Early adopters who use a variety ofubiquitous products

What if there is no LCD on Monitors, Laptops & Cell Phones?

We will show difficulty situations if there is noLCD on the products Voice : What if there is no WiseView?

Slogan: Be wise, WiseView

Model

AD story

Ad Strategy

For LCD TVs

To increase brand awareness of WiseView and usage of LCD TV

Objective

Celebrities who follow new technology products and are willing to use word of mouse (Danny Seo who is the leader of LOHAS & eco-friendly products/Quentin Tarantino)

Danny Seo/Quentin Taratino will introduce LCD products and show how this product is good for life

People will follow what they recommend andboth LCD TV and WiseView will obtain brand Awareness

Slogan: Be wise, WiseView

Model

AD story

III. IMC Strategy

1. Outdoor Advertising2. Campaign3. Event4. Sponsorship

Be Wise in any Circumstance

Outdoor Advertising Outdoor Advertising using Signboards

People who are passing by Teheran Road

To whom

Franchise coffee shops (ex. Starbucks) in Teheran Road

WiseView will support some of expenses for signboards and there will be the logo of WiseView

Where

Story

It will make people curious who are passing by Teheran Road and enhance brand awareness with spending low expense

Expected effect

CampaignOpen your eyes with Wiseview

People who have seeing difficulties

To whom

WiseView homepage

WiseView assists people who have vision problem by offering them eye surgery

Where

Story

WiseView will be able to attain a good brand image through this promotion

People will easily recognize WiseView logoNews Release Usage

Expected effect

Event

People who purchase LCD products

To whom

July to September

When people purchase a cell phone or laptop, WiseView give them a LCD screen wiper and protector which contains the logo of WiseView

When

Story

Raising awareness of WiseView

Expected effect

Free gift event

Sponsorship

High life seekers

To whom

Exhibition in Soho area (New York)

To appeal to our consumers, WiseView will sponsor one of exhibitions in Soho by giving them WiseView frames

Where

Story

WiseView will be able to get a prestige image People can easily recognize the WiseView logo throughout the displays

Expected effect

Masterpiece WiseView

Sponsorship

New York collection , Spring and Fall

WiseView will offer all the expenses of New York collection fashion show

There will be a huge Wiseview logo on the wall and the stage

Where, When

Story

WiseView will be exposed to the world through this Fashion Show

It will be a great chance to enhance its brand awareness and show how WiseView has a good quality and a reputation

Expected effect

WiseView, the trend leader

Conclusion

1. Build a strong brand - Brand awareness 2. Keep the top position - Not only in B2B, but in B2C