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    Group2 Presentation Zenith HDTV

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    Pooja Singhi
    This document outlines Zenith's marketing research plan for high-definition television (HDTV). It discusses conducting research to understand consumer preferences for widescreen HDTV formats and forecast demand for HDTV from 1992-2000. The agenda includes examining Zenith as a company, the TV industry, a SWOT analysis, forecasting models, and recommendations. Additional research methods involve market tests and prototypes to better understand the potential HDTV market and consumer preferences.

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    Group2 Presentation Zenith HDTV

    Uploaded by

    Pooja Singhi
    280 views31 pages
    This document outlines Zenith's marketing research plan for high-definition television (HDTV). It discusses conducting research to understand consumer preferences for widescreen HDTV formats and forecast demand for HDTV from 1992-2000. The agenda includes examining Zenith as a company, the TV industry, a SWOT analysis, forecasting models, and recommendations. Additional research methods involve market tests and prototypes to better understand the potential HDTV market and consumer preferences.

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    This document outlines Zenith's marketing research plan for high-definition television (HDTV). It discusses conducting research to understand consumer preferences for widescreen HDTV formats and forecast demand for HDTV from 1992-2000. The agenda includes examining Zenith as a company, the TV industry, a SWOT analysis, forecasting models, and recommendations. Additional research methods involve market tests and prototypes to better understand the potential HDTV market and consumer preferences.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    280 views31 pages

    Group2 Presentation Zenith HDTV

    Uploaded by

    Pooja Singhi
    This document outlines Zenith's marketing research plan for high-definition television (HDTV). It discusses conducting research to understand consumer preferences for widescreen HDTV formats and forecast demand for HDTV from 1992-2000. The agenda includes examining Zenith as a company, the TV industry, a SWOT analysis, forecasting models, and recommendations. Additional research methods involve market tests and prototypes to better understand the potential HDTV market and consumer preferences.

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    CASE

    STUDY 2
    ZENITH: MARKETING
    RESEARCH FOR HDTV
    HORT ENSE G REGORJ CA RINA MA RINHO YA NNICK SIGNES
    A UGUST IN MA NGIN RA PHA EL T ORT I

    AGENDA

    INTRODUCTION
    MARKETING RESEARCH PROCESS
    RESEARCH METHODS

    About the company


    TV Industry
    HDTV
    SWOT
    Marketing Mix
    Life Cycle Product
    BCG Matrix
    ANSOFF Matrix
    TV Buyers
    Forecast of HDTV demand
    The Aspect Ratio Study
    Additional Marketing Research
    Recommendations

    CONCLUSION

    INTRODUCTION

    ZENITH: MARKETING RESEARCH FOR HDTV

    INTRODUCTION
    "Zenith: Marketing Research for High Definition Television (HDTV)."
    Harvard Business School ; Publishing (1991).
    v To examine consumer preferences
    in widescreen format HDTV
    v To anticipate demand from HDTV 1992-2000
    (pessimistic, most likely and optimistic scenarios)

    How could Zenith improve their operations in order to maximize their potential to capitalize
    on the emerging HDTV market while also bolstering their existing segments?

    MARKETING RESEARCH PROCESS


    Defining the
    problem and
    research
    objectives

    Developing the
    research plan

    Collect the
    information

    Analyze the
    information

    Present the
    findings

    RESEARCH METHODS
    ESTIMATING CURRENT DEMAND

    ESTIMATING FUTURE DEMAND

    Total Market Potential

    Survey of Buyers Intentions

    Area Market Potential

    Composite of Sales Force Opinion

    Industry Sales

    Expert Opinion

    Market Share

    Past Sales Analysis


    Market Test Method

    AGENDA
    INTRODUCTION
    RESEARCH METHODS
    MARKETING RESEARCH PROCESS

    About the company

    TV I ndustry
    HDTV
    SWOT
    Marketing Mix
    Life Cycle Product
    BCG Matrix
    ANSOFF Matrix
    TV Buyers
    Forecast of HDTV demand
    The Aspect Ratio Study
    Additional Marketing Research
    Recommendations
    CONCLUSION

    ABOUT THE COMPANY


    Created in 1921

    American manufacturer of radio and


    television receivers and other consumer electronics
    QUALITY
    INNOVATION
    LEADER IN DEVELOPING HDTV TECHNOLOGY
    TODAY
    LG Electronics & Zenith are focused
    on the digital future

    ABOUT THE COMPANY

    They actually are the inventor of subscription television and the modern remote control, color computer
    displays and others high tech electronics components

    A Zenith Model 5-S220 "cube" radio


    circa 1937.

    A Zenith Space Command 600


    remote control.

    Former logo

    TV INDUSTRY
    SINCE 1920S

    TV INDUSTRY

    HDTV DEFINITION
    HDTV is generally recognized as a digitalvideo broadcast with a minimum resolution of 1280pixels
    wide and 720 pixels high, a rate of 30 or moreframes/second and usually an aspect ratio of 16:9. 4

    MARKETING MIX
    4Ps

    -
    -
    -

    Picture quality is the most important criteria


    Large screen size
    Features such as:
    - remote control
    - stereo sound
    - warranty
    - style

    -
    -

    Ballpark Budget
    Not too cheap to avoid interpretation: low price = bad
    product

    MARKETING MIX
    4Ps
    -
    -

    Most of people shopped in stores


    People got information at retail outlets directly

    -
    -

    Ads for special prices...


    Informational and product oriented ads are not efficient

    SWOT ANALYSIS
    Internal Factors
    Strengths
    - Many information on consumer
    preferences
    - Research to create better displays
    - Research on HDTV broadcast
    systems
    - High sales of TV

    Weaknesses
    - Not clear on the importance of
    marketing research
    - reduction of margins

    Opportunities
    - Future demand for HDTV
    - Spectrum compatible with HDTV
    transmission system
    - Consumer-oriented market
    research
    - Developing HDTV Strategy

    Threats
    - Lower-cost producers in Japan for
    example
    - Retailers are margin-oriented
    - High operating costs

    External Factors

    LIFE CYCLE
    PRODUCT

    HDTV MARKET

    BCG Matrix
    HDTV MARKET

    ANSOFF Matrix

    HDTV MARKET

    AGENDA
    INTRODUCTION
    RESEARCH METHODS
    MARKETING RESEARCH PROCESS
    About the company
    TV I ndustry
    HDTV
    SWOT
    Marketing Mix
    Life Cycle Product
    BCG Matrix
    ANSOFF Matrix

    TV Buyers

    Forecast of HDTV demand


    The Aspect Ratio Study
    Additional Marketing Research
    Recommendations
    CONCLUSION

    TV BUYERS
    How much existing information on TV buyers can be used to assess the HDTV market?
    Past sales of large screen size colour TVs increased
    1975 -> 2.28 million units

    Past sales of large screen size colour TVs

    1988 -> 9.73 million units

    12
    9,73

    Million units

    10
    8
    6
    4

    Past sales of large screen


    size colour TVs
    2,28

    2
    0
    1975

    1988
    Years

    TV BUYERS
    Different buyers type

    TV BUYERS

    Existing growth rate information of colour TV and VCR segment

    FORECASTS OF HDTV DEMAND


    What are the forecasts of HDTV demand from 1992-2000?
    METHOD USED:
    CAGR provides a constant rate of return over the time period

    FORECASTS OF HDTV DEMAND


    v One way
    Consumers attractiveness for innovative products with new features
    So CAGR as colour TV and VCR => 11% per year

    vSecond way
    Consumers purchase occasion: replacement
    So CAGR near of 6% per year

    FORECASTS OF HDTV DEMAND


    v Pessimistic scenario

    Some barriers to the adoption of HDTV


    As regulatory restrictions
    In this case, HDTV sales will be more or less around
    2% of the overall market

    THE ASPECT RATIO STUDY


    HDTV will bring automatically 16:9 aspect ratio
    Wider screen
    What are the issues ?
    Expensive (only 3% to 4% sell above $1000);
    Programs will not automatically be in 16:9 aspect ratio.
    What is the aim of the study ?
    Determine aspect ratio preferences (16:9 or 4:3);
    See the consumers feelings about side curtains and letterboxed;
    Analysis of all the conjoint data (price, screen size, program content) they will have.

    THE ASPECT RATIO STUDY


    Should Zenith do the Aspect Ratio Study?
    They should do the Study because :
    It is a useful marketing tool;
    It analyses all the consumers;
    It can be done quickly;
    It doesnt bring on the notion of HDTV but deals with all the issues they will have to face
    (pricing, size, program);
    It can determine a proper pricing and give hints about the product;
    It will be useful to see where the company needs to develop.

    ADDITIONAL MARKETING RESEARCH

    What additional market research should be done to assess market potential / consumer
    preference for HDTV?

    v The company can create a market test with a real situation (presence of
    promotions, advertasing, distribution) and analyses the evolution of it.
    v Send a prototype at the entry of a big supermarket and analyze the behavior
    of the people that comes in the supermarket.
    v Try to create a public meeting around an international event where you can
    see the difference between the two qualities and watch the people react.

    RECOMMENDATIONS
    v Use existing customer behavior information for color TV
    v Embrace the role of marketing research in forecasting demand
    vUndertake a Two faces approach

    CONCLUSION

    ZENITH: MARKETING RESEARCH FOR HDTV


    https://www.youtube.com/watch?v=4xQb9Kl-O3E&feature=youtu.be

    THANKS FOR LISTENING

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