2H Global LED TV Marketing Plan

Report
Confidential
2012 Smart TV
> Communication Strategy
Confidential
Contents
I. Market Overview
Objectives
II. Smart TV
&
Business
Communication Strategy
Confidential
MARKET OVERVIEW : M/S PERFORMANCE
Samsung as the market leader continues its dominant position in
both Smart TV and LED TV
Total CTV Market share in 2011
Market share by key segments
Smart TV
LED TV
※ Source: NPD, Dollar base
※ Source: 2011, NPD, Dollar base
(Smart TV filtered by Network Capability)
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MARKET OVERVIEW : BRAND PERFORMANCE
However, Samsung is still behind Sony in Brand Preference despite
its rapid growth and strength in dealer recommendation
BAS (MPSA*)
30%
30%
20%
DAS (RR*)
29%
2009
2010
* MPSA: Most Preferred Single Answer (%)
19%
19%
31%
17%
12%
36%
22%
17%
12%
36%
13%
2011
14%
15%
16%
2009
2010
2011
* RR: Dealer Recommendation Rate (%)
※ Source: 2011 1H BAS / DAS data
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2012 BUSINESS STRATEGY
Our Objective is to firmly establish ‘Beyond Comparison’ position in
both Smart TV and LED TV
Beyond Comparison
(Cho Gyuk Cha)
Clearly Differentiate Smart TV Benefit Accelerate Transition to LED TV
Differentiated Smart TV
features
(Smart Interaction and
Evolution)
Unique Samsung Smart
Content
LED TV made accessible
with F-LED TV
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2012 BUSINESS OBJECTIVE
2012 Business Strategy will allow us to achieve growth in our
strategic
1 Smart TVcategories;
Series 7 / 8 sales by +15000 units
Confidential
Contents
I. Market Overview
Objectives
II. Smart TV
&
Business
Communication Strategy
Confidential
PRODUCT STRATEGY:
Smart TV consumer needs
Consumers expect variety of internet content and easy web
searching from Smart TV
Complicated User experience is the biggest pain-point in Smart TV
Future Smart TV Usage and
Current Usage and Pain-points
usage
Expectations
of Smart TV
• Consumers expect ‘new content’ from
Smart TV
• Smart TV usage takes too long and is
complicated
Smart TV Expectations (Top 2%)
•
Viewing online video
content
48.2
36.9
Searching on Web
29.1
Full browsing
Multi-tasking
Downloading Apps
SNS
※ Source: Consumer Tracking 2011 Q2~3
Samsung Smart TV
Consumer
Perceptions
-Positive on Overall
and Content Quality
-Negative on UX due
to
Too many steps
-Especially, App
access hard
22.1
20.8
16.2
Smart Interaction Concept Acceptance (Top 2%)
Preference
75
Uniqueness
89
Necessity
67
Purchase
intention
70
※ Source: 2011 Online buzz tracking / 2011 Line-up study
Confidential
PRODUCT STRATEGY:
Competition
New entrants who will try to change the rule of the game is a
potential threat,
especially Apple TV
Existing Players
New Entrants
Sony Internet TV
Apple TV
• Input
device
• Enjoy high-quality web
content
• Entertainment choices
leveraging Sony pictures
• Separate platform from
Google TV
LG Smart TV
• Magic motion remote
includes gyroscope for
navigating menus and
playing games
• Expected to have Voice
control on the magic
motion remote
• Smart TV Upgrader for nonsmart TVs (add-on device)
“The simplest
user
interface.”
– Steve Jobs
• Content &
Services
Pool of
content and
services
readily
used
• Device
Connectivity
Seamless
sharing with
other Apple
Devices
• Content
Access/Storage
“Automatic
and
effortless”
cloud
service
Google TV
• Launched Google TV 2.0
upgrade Nov. ‘11
• Improved UX, enhanced
search, improved web
content to feel more like
TV
Confidential
PRODUCT STRATEGY:
Samsung vs Competition
Samsung
Face
Recognition
Voice and
Motion
control in
‘magic
control’
N/A
Company
A
Potential
of
Playstatio
n move
To have
‘Siri’ with
comprehensiv
e voice
control
N/A
services
Kit
Superior
local
Killer apps
No
signature
services
New
features/
content
every year
Lack local
killer apps
No
signature
services
N/A
N/A
Lack local
killer apps
To leverage
‘iTunes’
content base
N/A
No
signature
Potential
N/A
services
to
Android
introduce
market
on Google
※ Source: Competitor Intelligence from Product Strategy team
expansion
platform
Company
G
New Entrants
Company
B
Existing
Players
Voice and
Motion
control
Company
X
In 1H, new Smart TV will pre-empt market with clear
differentiation with Smart interaction & content, while in 2H
Smart evolution
will
be focused
as a point
vs Apple
Interacti
Content
Evolution
Picture of difference
Design
Convergenc
TV
on
e
Signature
Evolution
Finest
picture
quality
with Micro
Dimming
technology
No
strength
in
picture
quality
Heritage
over
picture
quality ,
continues
with
Bravia
N/A
engine
N/A
Strong
Super
Narrow
bezel with
arch flow
stand
Narrow
bezel but
no arch
flow
stand
Pushed
Monolithi
c design
with
little
success
Potential
D2D
sharing
b/w Sony
Devices
To
leverage
‘iCloud’
service
and ‘Air
Play’
To utilize
Android
platform
N/A
N/A
Average
AllShare
play
service
between
multiSamsung
devices
DLNA
Weak
Confidential
PRODUCT STRATEGY:
2012 Smart TV Strategy
In 2012, Samsung Smart TV will achieve ‘unrivaled
differentiation’ through
device/UX innovations and unique and relevant content
Smart
Hub
Apps
and Smart Hub Services
Smart • Voice/Motion control &
Interact Face recognition
ion
Smart • Market’s 1st Evolution
Evolutio capability to make your
n
TV New every year
Device/U
X
Samsung
• Focus on communicating
Apps /
Unrivaled Differentiation
Content
Content
Build Category
Smart
Content
• New Family Services
with a
focus on Family Story
• Locally relevant Apps
• Seamless sharing with
Confidential
MARKETING PLAN : WHO
a. WHO
Smart TV Target
b. WHAT
Unrivaled differentiation of our positioning
Confidential
MARKETING PLAN : WHO – Smart TV Target
Smart TV targets seek ‘connectivity and new content’ that will
enhance over all
TV experience (14.1% of gen. pop.)
Target Insight
• Love watching with family/friends
• Seek new value added features
(connectivity, content) & benefits
that enhance the total TV
experience
• Newer features and Screen
resolution are fairly important
• Most influential are consumer
• Willing to spend above average
• Combines male youngster and oldies
likewise, with an average income
reports, expert opinions and
various online sources
• In-store experience is vital
Replace pic.
Connectivity
Content / Online
In-store
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MARKETING PLAN : WHAT
a. WHO
Smart TV Target
b. WHAT
Unrivaled differentiation of our positioning
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MARKETING PLAN : WHAT – Communication Strategy
2012 Samsung Smart TV communication should;
1
2
3
4
Deliver on the business objective of ‘Beyond
Comparison’
Drive innovative brand image through technology
leadership
positioning
Reinforce Category
positioning
Communicate call-to-action of experiencing & purchasing new
Smart TV
CTV
1
2
3
Business
Brand
Category
Objective
Image
Positioni
ng
Innovative
Tech.
‘Transforming
‘Beyond Comparison’
Leadership
viewing together’
Experiencing &
Purchasing
The Future of Smart TV
NOW
Call to
Action
4
2012 Communication Strategy
“El Futuro de la Televisión, HOY”
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MARKETING PLAN : WHAT – Communication Strategy
“The Future of Smart TV, NOW” will be delivered by;
1 Highlighting Smart Interaction and Smart Content
2 And Smart Evolution (Make your TV new,
every year)
““El Futuro de la Televisión, HOY””
Smart Content
Smart Interaction
•
Voice control
• Motion control
• Face
recognition
•
Family Services
(Family Story,
Kids, Fitness)
+ Locally relevant
Applications
(+1,400 Apps
globally)
+
AllShare
play
Smart Evolution
•
Evolution Kit
Key Message
‘Make your TV new,
every year’
15/45
Confidential
Thank you.

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