Actionable Market Segmentation
description
Transcript of Actionable Market Segmentation
2004/3/30KOSOMAR 세미나
Actionable Market Segmentation
한우석
한국리서치
번호 / 총페이지
2004/3/30KOSOMAR 세미나 번호 / 총페이지
현재 기업체의 마케팅 방향은 1970 년대의 Mass Marketing에서 1980~1990 년대의 Segment Marketing 을 거쳐 , 2000년대에는 고객과 1 대 1 대응을 근간으로 하는 Relationship Marketing 으로 변화하고 있음
MassMarketing
SegmentMarketing
RelationshipMarketing
1970 년대 1980~90 년대 2000 년대
시장 세분화
2004/3/30KOSOMAR 세미나 번호 / 총페이지
시장 세분화란 ‘전체 시장을 일정한 기준에 의거하여 몇 개의 동질적인 시장으로 나누는 작업’
특정 제품의 세분 시장의 기준들을 결정
시장 세분화의 실행
세분 시장에 대한 평가
타겟 시장의 선정
시장 세분화
2004/3/30KOSOMAR 세미나
Curiosity (.839) Stimulating (.741) Creativity (.723)
Stress reduction (.789) Taking a rest (.729) Escapism & adventure (.670) Humor (.614)
Family interaction (.805) Keeping up with cultural trends (.686) Vicarious experience (.505)
Information collection (.835) Varieties (.750)
Social status (.869) Enhancing home décor (.840)
Killing time (.835) Companionship (.723)
소비자 대상 정성조사를 통해 16개의 Emotional Benefits 을
도출함
STIMULATION
RELAXATION
SOCIAL BOND
INFORMATIONGATHERING
SOCIAL STATUS
FRIENDSHIP
Relaxation
Friendship
Stimulation
Information
Social Status
요인 분석을 통해6 개의 factors 를 도출함
군집 분석을 통해5 개의 Micro-Segments 를
확인함
자극이나 정보를 수집하기 위한 수단이 아니라 휴식을 취하는
수단으로서의 TV
새롭고 Exciting 한 경험을 통해 현실의 스트레스를
잊도록 도와주는 TV
혼자 있을 때 옆에 누군가가 있는 듯한 느낌으로 외로움을
달래주는 TV
주위의 사람들에게 뒤떨어지지 않고 자신의
품격을 높여주는 TV
주위에 일어나는 일을 포함하여 다양한 정보를
제공해주는 TV
Positive Relationship Negative Relationship
시장 세분화
ILLUSTRATIVES ONLY
2004/3/30KOSOMAR 세미나
시장 세분화의 multi-facet 측면 : 소비자들은 제품에 대해 가지는 니즈 (needs) 에서 차이를 보일 뿐만 아니라 , 그들의 제품 구입 시 보이는 행동들 - 예 , 정보의 수집 , 채널의 결정 - 및 브랜드에 대해 가지는 태도에 있어서도 차이를 보이며 , 시장 세분화는 이러한 다양한 요인들에서의 차이를 포괄하는 방식으로 이루어져야 함
시장 세분화의 actionability 측면 : 시장 세분화의 결과는 향후 마케팅 전략 구축에 응용 가능하도록 구체적이어야 함
시장 세분화
2004/3/30KOSOMAR 세미나
Household (Family Lifecycle)B
achelo
r Sp
lit into
dep
end
ants
New
ly m
arried
Fu
ll nest w
ith you
ng
kid
s
Fu
ll nest w
ith grow
n-
up
s
Fu
ll nest w
ith grow
n-
up
s
Sin
gle p
arents
Em
pty
nesters
Eld
erly sin
gle
Individual (MBTI)
– Extraversion vs. Introversion
– Sensing vs. Intuition
– Thinking vs. Feeling
– Judging vs. Perceiving
Innovation (Innovation)
Innovator
Early adaptor
Early majority
Late majority
Laggards
Purchase Power (SEC)
A (Upper Middle Class)B (Middle Class)C1 (Lower Middle Class)
C2 (Skilled Working Class)D (Working Class)E (Subsistence Level)
시장 세분화
2004/3/30KOSOMAR 세미나
세그먼트세그먼트 1 (27%)1 (27%)
세그먼트세그먼트 2 (24%)2 (24%)
세그먼트세그먼트 3 (35%)3 (35%)
세그먼트세그먼트 4 (16%)4 (16%)
세그
먼트
’가’
세그
먼트
’가’
(17%
)(1
7%)
세그먼트세그먼트 c (38%)c (38%) 세그먼트세그먼트 b (22%)b (22%)
세그먼트세그먼트 a (6%)a (6%)
24% x 35% x 38% = 3%
세그
먼트
’나’
세그
먼트
’나’
(35%
)(3
5%)
세그
먼트
’다’
세그
먼트
’다’
(25%
)(2
5%)
세그
먼트
’라’
세그
먼트
’라’
(23%
)(2
3%) 세그먼트세그먼트 d (3d (3
4%)4%)
시장 세분화
2004/3/30KOSOMAR 세미나
FunctionalEmotionalBenefits
PurchaseProcess
Brand Attitude
Demographics
다양한 차원속성
요인 분석을 통해 차원별
Factor 를 도출
군집 분석을 통해차원별 Micro-
Segments 도출
f1f1 f2f2 fNfN……
f1f1 f2f2 fNfN……
f1f1 f2f2 fNfN……
f1f1 f2f2 fNfN……
MS1 MS2 MSk……
MS 가 MS 나 MSl……
MSa MSb MSm……
MSα MSβ MSθ……
Micro segments 를Input 을 한
최종 시장 세분화
FSN1FSN1
FSN2FSN2
FSN3FSN3
FSN4FSN4
세분시장별 profile 및 제품 관련 Requirement 도출
한가지 해결책은 시장 세분화를2 단계로 진행하는 것
시장 세분화
2004/3/30KOSOMAR 세미나
Lazarsfeld 는 survey 로부터 나온 태도 변인 분석을 위해 Latent Structure Analysis 라는 용어를 도입함
Continuous Categorical
ContinuousFactor
AnalysisLatent Trait
Analysis
CategoricalLatent Profile
AnalysisLatent Class
Analysis
관찰된 변인 (input variable)
잠재
변인
(output variable)
시장 세분화
2004/3/30KOSOMAR 세미나
A B
가 95 55 150
나 70 80 150
165 135 300
A B
가 80 20 100
나 40 10 50
120 30 150
A B
가 15 35 50
나 30 70 100
45 105 150
변인 1
변인
2
변인 1
변인
2
변인 1
변인
2
시장 세분화
2 Stage Actionable Segmentation
2004/3/30KOSOMAR 세미나
시장 세분화의 multi-facet 측면 : 소비자들은 제품에 대해 가지는 니즈 (needs) 에서 차이를 보일 뿐만 아니라 , 그들의 제품 구입 시 보이는 행동들 - 예 , 정보의 수집 , 채널의 결정 - 및 브랜드에 대해 가지는 태도에 있어서도 차이를 보이며 , 시장 세분화는 이러한 다양한 요인들에서의 차이를 포괄하는 방식으로 이루어져야 함 시장 세분화의 actionability 측면 : 시장 세분화의 결과는 향후 마케팅 전략 구축에 응용 가능하도록 구체적이어야 함
시장 세분화는 ① 시장을 다각적으로 분석할 수 있어야 (multi-facet) 하며 ,② 분석 결과가 실제 시장에 적용 가능해야 (actionable) 함
Multi-facet Market SegmentationMulti-facet Market Segmentation Actionable Market SegmentationActionable Market Segmentation
• 제품 benefits 에 기초한 segmentation
• 제품 구입 과정에 기초한 segmentation
• 브랜드 태도에 기초한 segmentation
• 제품에 대한 소비자의 니즈를 제품의 features 로 환원 (VOC --> VOE)
• 니즈에 기초한 세분시장을 데모정보로 확인 가능
2 Stage Actionable2 Stage ActionableSegmentationSegmentation
2SAS Approach - 개요
2004/3/30KOSOMAR 세미나
UnderstandingMarket
(me & enemies)
UnderstandingMarket
(me & enemies)
Who buys what & how?
BuildingFinal
SegmentsSegmenting
Phase 2
Targeting&
Positioning
Phase 3
Step 3
Step 5
1 단계로 시장의 이해를 통해 multi-facet micro-segmentation 을 하고 ,
2 단계에서 이들 micro-segmentation 을 하는 2 Stage Model
Understanding
Markets
Phase 1
MarketDefinition
MarketDefinition
Step 1 Whobuys?
Whobuys?
Howit is bought?
Howit is bought?
Whatis bought?
Whatis bought?
MultipleMicro
Segmentation
Step 2
Targeting& Positioning
Targeting& Positioning
Product& Pricing
Product& Pricing
ChannelChannel
CommunicationCommunication
Step 6
Step 7
2SAS Approach - The Whole Procedure
2004/3/30KOSOMAR 세미나
Ide
nti
fic
ati
on
of
Va
lue
Hi
gh
Lo w
Identification of CustomerLow High
Value Segmentation
Demographic Segmentation
Actionable SegmentationActionable Segmentation
PsychographicsHousehold Income
Family LifecycleInnovation Stage
Functional BenefitsApp.Benefits
Emotional BenefitsNeeds-BasedIdentifiable
Segmentation
<Actionable Segmentation Approach><Actionable Segmentation Approach>
BenefitsBenefitsBenefitsBenefits
What is it?
What does it?
What does customers get?
AdvantagesAdvantagesAdvantagesAdvantages
KDFsKDFsKDFsKDFs
Product
2SAS 는 제품에 대한 소비자의 니즈를 제품의 features 로 환원 가능하며니즈에 기초한 세분시장을 데모정보로 확인 가능한 Actionable Model
2SAS Approach - 개요
2004/3/30KOSOMAR 세미나
Deriving CPI (Critical Purchase Influences) from KDF, based on micro-segments’ benefit priority
KDFsKDFsKDFsKDFs AdvantagAdvantageses
AdvantagAdvantageses
BenefitsBenefitsBenefitsBenefits
Which means
…
Because…
RealRealBenefitsBenefits
RealRealBenefitsBenefits
So what???
What is it?
What does it?
What does customers
get?
CPIsCPIsCPIsCPIs
Prioritizing benefits by
micro-segments
2SAS Approach - Value to Product Features
2004/3/30KOSOMAR 세미나
TV is one of symbol for showing their current highlevel of socio-economic class
TV is a friend who soothe their loneliness, and the complicated function just scare them
There is no big difference between TV models except for some lower levels, and so the price is
the most important factor
TV should have all functions for home theatre,therefore TV needs big screen and surround sound.
TV is a furniture which can provide an additional interior value to the house, thus the design & color
should match the interior of the house
SegmentSegmentCPICPI
StatusStatusEnjoyersEnjoyers
ValueValueSeekersSeekers
LonelyLonelyPersonPerson
VideophileVideophile
DecoratorsDecorators
Value PropositionValue Proposition
2SAS Approach - Value to Product Features
2004/3/30KOSOMAR 세미나
StatusStatusEnjoyersEnjoyers
ValueValueSeekersSeekers
LonelyLonelyPersonPerson
VideophileVideophile
DecoratorsDecorators
DisplayDisplayTypeType
ProductProductFeaturesFeatures
PDP
CRT
CRT
PJT
PJT
SegmentSegmentCPICPIKDFKDFCurrentCurrentModelsModels
???
Digital Mutimedia flat-screen TVUltra-thin design :57cm->45cm(ZEUS)Digital Multimedia TV32W High-definition & : XGA (ZEUS)34/29 SVGA PC input (HERA)
PDP TV over 42 in. 16:9 wide format, Digital upgradeable SD grade Home Theater - stereophonic sound
Compact & Slim Design CRT fLCD Multimedia monitor TV XGA grade PC input
Projection TV over 50 in. 16:9 wide format, Digital upgradeable PC input Home Theater – stereophonic sound
PDP TV over 42 in. Wireless input & output HD grade
2SAS Approach - Value to Product Features
2004/3/30KOSOMAR 세미나
ValueValueSegmentationSegmentation
By Emotional BenefitBy Emotional Benefit
Social Status
FriendshipStimulationInformation
Relaxation
By Functional BenefitBy Functional Benefit
EducationalHome TheatreHigh-TechEconomyPremium Design
Indifferent
Interactive Service
Basic Application
By DTV BenefitBy DTV Benefit
By Family LifecycleBy Family Lifecycle
Family with grown-ups
Newly MarriedFamily with young kids
Family with Juveniles
Single
Silver
By Tech. Adaptation By Tech. Adaptation
InnovatorEarly Adopter
Laggard
Majority
By Household IncomeBy Household Income
LowMiddle Low
Middle HighHigh
DemographicDemographicSegmentationSegmentation
Fin
al A
ction
ab
le
Fin
al A
ction
ab
le
Se
gm
en
tation
Se
gm
en
tation
(From Clustering Analysis) (From 2nd Data Analysis)
Final Actionable Segmentation
2SAS Approach - Combining Value & Demographics
2004/3/30KOSOMAR 세미나
(From Latent Class Clustering Analysis)H Income Family LC Innovation
S1 S2 S3 S4 S5 S6 S7Relaxation 0.16 0.06 0.23 0.14 0.09 0.10 0.03
Friendship 0.30 0.03 0.36 0.42 0.13 0.29 0.49
Stimulation 0.21 0.00 0.14 0.08 0.06 0.20 0.15
Information 0.07 0.00 0.16 0.08 0.02 0.29 0.34
Social Status 0.25 0.90 0.11 0.28 0.71 0.11 0.00
Educational 0.00 0.00 0.14 0.83 0.36 0.78 0.55
Home Theatre 0.84 0.19 0.55 0.00 0.19 0.02 0.13
Hi-Tech 0.10 0.48 0.22 0.06 0.09 0.08 0.08
Economy 0.03 0.00 0.09 0.10 0.25 0.06 0.11
Premium Design 0.02 0.32 0.00 0.00 0.11 0.07 0.13
Basic Application 0.24 0.00 0.27 0.21 0.06 0.15 0.07
Interactive Service 0.22 0.73 0.16 0.60 0.85 0.23 0.10
Indifferent 0.54 0.27 0.56 0.20 0.09 0.62 0.83
Indicators (Dependent V
ariables)
Demographic Segmentation(Covariate Variables)
interior
information
stimulationfriendshiprelax
-ationindifferent
home network
dataservice
basicservice
Premiumdesign
economyhometheatre
picturequality
educational
adult
adolescent
child
singlenewly
married
silver
logical
firm
optimistic
cautious
impetus
Seg2Seg2
Seg4Seg4
Seg6Seg6laggard
majorityearly
adopterinnovator
highmid/high
mid/low
low
Seg7Seg7
Seg3Seg3Seg1Seg1
Seg5Seg5
ILLUSTRATIVES ONLY
각 세그먼트는 그들이 추구하는 Value 와 Demographics 을 바탕으로단일 field 에서 최종 확인
2SAS Approach - Combining Value & Demographics
2004/3/30KOSOMAR 세미나
자사
경쟁사
StatusStatusEnjoyersEnjoyers
ValueValueSeekersSeekers
LonelyLonelyPersonPerson VideophileVideophile DecoratorsDecorators
Short-term Target
Long-term Target
Long-term Target
2SAS Approach - 라인업 분석
Final Deliverables
2004/3/30KOSOMAR 세미나
ILLUSTRATIVE
ILLUSTRATIVE
ONLYONLY
취학 아동이 있는 30~40 대 전업주부 전문대졸 신기술에 Laggard 집에서 TV 를 보는 시간이 가장 많은 집단
미취학 아동을 자녀로 둔 20~30 대 직업을 가진 주부 대졸 이상 학력 신기술에 대한 Majority 집단 디지털 TV 보유 율 낮음
30 대 기혼 부부 ( 초등학생 자녀) 부부 모두 full-time job 가구 소득 $50,000 – 99,900 신기술에 대한 innovator 대졸 이상 학력
40 대 기혼 부부 (18 세 이상 자녀 ) 가구 소득 USD 75,000 이상 대졸 이상 학력 신기술에 대한 innovator 기업체 간부직 근무 디지털 TV 보유율 및 시청률 높음
20 대 부부 ( 자녀 없음 ) 및 독신 남자 가구 소득 $75,000 이상 대졸 이상 학력 신기술에 대한 innovator 화이트 칼라 및 전문직 종사
부부만 사는 50 대 active senior High society class 가구소득 $100,000+ 대졸 이상 학력 신기술에 대한 Majority 전문직 종사자
Premium
Bargain
Basic High-tech
Basic ViewersBasic Viewers(23%)(23%)
TONKTONK(16%)(16%)
HomeHomeMakersMakers
(9%)(9%)
StriversStrivers(10%)(10%)
BluffersBluffers(9%)(9%)
CinephileCinephile(21%)(21%)
DandyDandy(11%)(11%)
30 대 남녀 ( 남 : 정규직 , 여 : 전업주부 ) 가구 소득은 전 계층에 널리 분포 전문대 재학 이상 학력 Manager, Supervisor, Service 업 종사 디지털 TV 보유율 높음 케이블 디지털 방송 시청률 높음
Final Deliverables - 세그먼트 요약
2004/3/30KOSOMAR 세미나
Married couple in their 40s with adult children Average household income: over USD 75,000 Graduated from university innovators for new technology Executive members High ownership of digital TV High rate of subscribing to digital broadcasting
TV is for representing social status
High interest in Design (Overall design, Weight, Color, Big screen
size, Wide screen) and High-Tech features (Various
terminals)
Interested in ‘Interactive service’‘ such as Internet
application, Online Shopping, etc
EmotionalEmotionalBenefitsBenefits
FunctionalFunctionalBenefitsBenefits
DTV DTV BenefitsBenefits
DN TotalEducational 0% 38%Home Theatre 19% 27%High-Tech 48% 16%Economy 0% 9%Premium Design 32% 9%
DN TotalBasic Application 0% 14%Interactive Service 73% 41%Indifferent 27% 45%
DN TotalRelaxation 6% 10%Friendship 3% 29%Stimulation 0% 12%Information 0% 14%Social Status 90% 34%
ILLUSTRATIVES ONLY
Final Deliverables - Value Proposition
2004/3/30KOSOMAR 세미나
Origination
Information
GatheringEvaluation
Very dissatisfied with various property of previous TV such as poor picture & sound quality, small screen size, analog broadcasting reception system, few features, etc
High Financial, performance, social, psychological risk. High interest in TV and broadcasting technology.Active searcher. Search Information such as price, performance, design, home theater system and digital broadcastingInformation source: Internet, consumer report, TV advertisement
Main selection criteria: Screen size, brand, display type/ design/ digital compatibilityPrice range : $1,500 -4,000 Screen size : 40”~59” Brand : Sony, Mitsubishi, Panasonic
Prefer large A/V specialty stores such as National electronics chain store, Best Buy , Local electronic retailerInfluenced by A/S, Rebate, recommendation of sales person, displayed products in the store.
Channel Decision
Married couple in their 40s with adult children Average household income: over USD 75,000 Graduated from university innovators for new technology Executive members High ownership of digital TV High rate of subscribing to digital broadcasting
ILLUSTRATIVES ONLY
Final Deliverables - Decision Making Process
2004/3/30KOSOMAR 세미나
• 1st Tier (Sony, Mitsubishi) brand• Big screen(over 40’’) Projection TV• Average purchase price: $1,418
• Request for delivery and installation• Connecting TV with various A/V product such
as DVDP, CDP, Game console, etc• Favorite programs: sports and music• High audience rate of digital broadcasting
• Difficulty in connecting with other devices• Dissatisfaction with few digital broadcasting
programs
OWER-SHIP
Usage
UnmetNeeds
Most expensive
Best performance
Famous brand
Gameconsole
Married couple in their 40s with adult children Average household income: over USD 75,000 Graduated from university innovators for new technology Executive members High ownership of digital TV High rate of subscribing to digital broadcasting
ILLUSTRATIVES ONLY
Final Deliverables - Current Consumption Behavior
2004/3/30KOSOMAR 세미나
Difficult to use Too many remote
Too heavy to move
Difficulties in finding remote in the dark
Not clear picture and narrow viewing angle (PJTV) Desire for simple and easy remote
Desire for thin and flat TV just like PDP
Dim light
Too many remote
Not enough space between terminals
사용사용
화질 및 음질화질 및 음질
디자인디자인
기타기타
CinephileCinephileCinephileCinephile
DandyDandyDandyDandy
TONKTONKTONKTONK
• I wish it didn’t dim the lights in the house when I turn it on.• I have like eight remote controls on my couch. My dog steals one and I can’t turn on the TV.• They put them too close together I think. People with big hands and big fingers, it’s kind of hard to screw in some of them because they’re so close together.
• No it(PJTV) doesn’t seem as clear to me.• I would like a simplified remote control• One that’s not so damn complicated. • I would go flat. Yeah.• Against the wall. Yeah. • I would definitely to that next time.
• I don’t know if I need it or not but I can plug it in and it works. • Why can’t they just have one remote that operates everything?• Because they are so big they are also very heavy. It’s kind of difficult to get in behind and get everything plugged in so that was an issue with us when we first set it up.• It would be nice to have a remote to see when it’s dark.
ILLUSTRATIVES ONLY
Final Deliverables - Product Requirements
2004/3/30KOSOMAR 세미나
Product Category Requirements
Small Large
Premium
Bargain
HighQuality
LowQuality
PDP
DigitalProjection
AnalogProjection
AnalogTube
DigitalFlat Tube
Experience big screen TV at low price
Enhancing social status with hi-tech premium design and high picture quality
Theater experiencewith big screen TV of high picture qualityhighest
picture quality
low priced TV
CinephileCinephile
DandyDandyTONKTONK
StriversStrivers
BluffersBluffersHome Home
MakersMakers
Basic Basic ViewersViewers
ILLUSTRATIVES ONLY
Final Deliverables - Product Requirements
2004/3/30KOSOMAR 세미나
Specs
Design
Specs
Design
Specs
Design
Easy connection/ Easy remote & universal remote/ Full features/ Dolby digital/ Various digital inputs/ wireless connection/ On-screen menu/ Less eye fatigue
Premium TV with updated features
DandyDandyDandyDandy CinephileCinephileCinephileCinephile TONKTONKTONKTONK
New age & Simple, Not big bottom
Easy connection/ Easy remote & universal remote/ Dolby digital/ Various digital inputs/ Various AV inputs/ On-screen menu/ Less eye fatigue
Slim & Clean look,Not massive
High picture quality with extendibility
Easy connection/ Easy remote & universal remote/ On-screen menu/ Good warranty & Service for delivery & Installation/ Less eye fatigue/ Demo function
Not look cheap, Not bulky
Premium TV with ‘easy-to-use’
features
Consumer Benefits
1st product
2nd product
1st product
2nd product
1st product
2nd product
50” Wide Digital-Integrated PJ TV
40” Wide Digital-integrated PDP
30” Wide Digital-ready Flat CRT TV
40” Wide Digital-integrated DLP PJ TV
30” Standard Digital-ready Flat CRT TV
50” Standard Digital-integrated PJ TV
Product Category
Product Features
ILLUSTRATIVES ONLY
Final Deliverables - Product Requirements
2004/3/30KOSOMAR 세미나
Popularity
Professionality
Image Information
TV ads Newspaper
ads
ConsumerReport
A/V SpecialtyMagazine
ProductDisplay
Salesmen
Internet
Brochure
OtherPeople
DandyDandyDandyDandy
CinephileCinephileCinephileCinephile
TONKTONKTONKTONK
BasicBasicViewersViewersBasicBasic
ViewersViewers
BluffersBluffersBluffersBluffers
Home Home MakersMakersHome Home MakersMakers
StriversStriversStriversStrivers
Low involvement in TV but strong
needs for premium products
Relying on product displays at A/V specialty stores or sales
persons
Low involvement in TV & insufficient
time in information gathering
Relying on product display &
salespersonHigh involvement and good knowledge in TV
Relying on A/V magazine or internet
for detailed information
Low involvement & insufficient knowledge in TVRelying on newspapers for price information and other people’s recommendation
High involvement in TV but insufficient knowledge
Relying on TV, newspapers for price information, or
other people’s recommendation
Extended but not specialized
knowledge and high involvement in TV
Relying on Consumer Report,
product displays and Brochures
High involvement in TV Relying on varieties of
information sources including Consumer
report, Brochure/catalog, and A/V magazines
ILLUSTRATIVES ONLY
Final Deliverables - Information Source
2004/3/30KOSOMAR 세미나
High-End
Low-End
A/VNon-specialty
A/VSpecialty
National Chain Store
(A/V, IT, Game, Software)
National Chain Store
(A/V, IT, Game, Software)
Regional Chain Store(A/V)
Regional Chain Store
(A/V, IT, Game, Software)
Department Store
(A/V, CE, Clothes,
Mechanic tools)
Discount Department
Store(A/V, CE,
Groceries)
PremiumPremiumProductsProducts
VariousVariousPromotionsPromotions
Low-Low-EndEnd
ProducProductsts
Warehouse Store
(A/V, CE, Groceries,
Warehousing type)
(From store visiting analysis)
DandyDandyDandyDandy
CinephileCinephileCinephileCinephile
TONKTONKTONKTONK
StriversStriversStriversStrivers
BlufferBlufferBlufferBlufferHome MakerHome MakerHome MakerHome Maker
Basic ViewersBasic ViewersBasic ViewersBasic Viewers
ILLUSTRATIVES ONLY
Final Deliverables - Channel Selection
2004/3/30KOSOMAR 세미나
CompetitorsCompetitors
Premium Big screen TVWith advanced features
40-49 married couple with tendency of in
novator
ValueValue
11% in the potential big screen TV market
ProfileProfile
National Electronic chine
or Local A/V specialtyPlacingPlacing
Consumer report, Internet,
BrochurePromtnPromtn
PricingPricing B4K
(S) 50’’~59’’Widescreen Digital-integrated PJTVProductProductProductProduct4P
Strateg
ies
Sony; Mitsubishi
SizeSize
Targ
et Pro
file
(L) 40’’~49’’WidescreenDigital-integrated PDP
As a innovators with the purchase power, this group want to buy newest premium TV suitable to their social position. So, they prefer to buy newest projection TVs with big screen size(over 40’’).
Because they possess various A/V product, various connection terminals are very important to them. And, they have desire to own TV of top brand which is not inferior to other’s. So, they consider Sony, Mitsubishi, etc more than any other segments. Therefore, It seems difficult for Samsung to attack this segment in the near future
Although they refer to Consumer report,internet, etc to gather information about TV, their final decision is made after listening to the recommen-dation of salesmen and after seeing the product displayed in the store. So, they tend to visit national or local electronic retailer where various high-end products are displayed, and tend to buy the most premium product under the constraint such as the space limit of planned location of TV.
They are very interested in the digital broadcasting (including data service) and the advanced features such as 16:9 widescreen format, surround sound signal (Dolby Digital or AC-3), etc.
In the short term, 50’’~59’’ digital integrated PJTV with wide screen format seems effective to this segment. But, it seems difficult to attack this segment with common features because main competitors in this market are ‘Sony’, ‘Mitsubishi’, etc
If price of PDP fall under $5000, this segment would be the first group who start to buy PDP. It is necessary to prepare to attack this segment in the future early PDP market by enhancing Samsung brand status.
ILLUSTRATIVES ONLY
Final Deliverables - 4P Strategies