작품 번호 : PT02-0005

1. 작품 번호 : PT02-0005 WiseView Blue Print To Successfully Break Through B2C LCD Market

2. Wiseview is? Wiseview is the first specialized Ingredient Brand in LCD panel Ingredient brand : an ingredient or component of a product that has its own brand identity . Branded Ingredient can be the product quality signal of what the company suggests to consumers Huge value added can be created

3. I. Situation Analysis 1. Market analysis 2. Company Analysis 3. Competitor Analysis 4. Conclusion

4. Market Analysis [Sales Record LCD Demand Forecast] 157% [M/S forecasted by Country] 149% Scale : million dollar 130% Total 32,767 Standard: ’2005 * Source : www.sec.com * Source: www.displaybank.com • 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 LCD is gaining popularity as a ubiquitous product

5. Market Analysis [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 Samsung is No.1 in LCD market

6. Company Analysis High quality Samsung Sharp LG Philips Inexpensive Taiwan Expensive China Low quality *Source : Media Analysis One path leads to opportunity The other leads to crisis

7. Competitor Analysis LG Philips Sharp AUO, CMO Boehydis Leader of LCD TV field Ingredient brand will be launched Penetrating into B2C with ViewWiz (Ingredient brand) Aggressive Investment When moving from B2B to B2C, there will be high competition to take the leadership

8. Inside Samsung Samsung Relationship with consumers B2C effect Competitors & Affiliated companies Consumer Conclusion It’s time to moveB2C directly Relationship with other companies

9. Conclusion Opportunity Crisis TFT-LCD market is getting bigger Competition Competitive advantage M/S Premium Benefit Category Leader, WiseView

10. II. Communication Strategy • Current Strategy • Next Strategy • Core-Target • Communication Strategy • Ad Strategy

11. Current Strategy Difficulty of launching IB in TFT-LCD market Necessity of specialized marketing strategy Focusing on B2B campaign Provide Better Vision Believe What you see WiseView, A Wise Choice We're wherever you Look What should be Next Strategy?

12. Next Strategy Necessity of strategies to penetrate into B2C Why? To raise brand awareness & announce the meaning of brand To keep the top position of M/S for high growth To extend B2B awareness with wider communications The first thing is to raise brand awareness & announce the meaning of brand

13. Core-Target High life seekers are early adopters of new technology Adopter Categorization Curve Necessity of finding values of early adopters

14. Core-Target Value Segmentation according to values for high life seekers * Source : Morris B. Holbrook(1999), [Consumer value : a framework for analysis and research] High life seekers pursue Excellency among the values

15. Ideal Core-Target Image • 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 * Source: www.decisionanalyst.com

16. Core-Target Insight High life seekers who pursue a self-oriented factor (Excellency) They are enthusiastic and able to buy new technology products They are pursuing ‘Excellency’ Intelligent Smart

17. Brand Insight Leader of LCD No.1 & first ingredient brand Superior technology & high quality in digital displays WiseView TFT-LCD Innovation & Improvement to build high entry barrier Hyper-Competition

18. Communication Strategy Brand Insight Consumer Insight • Self-oriented • Excellency • Early adopter • No. 1 LCD in the world • First LCD ingredient brand • New technology • Hyper-Competition Remarkable Smart How can we make our brand to be remarkable? Wise in any circumstance

19. Communication Strategy Communication Concept Be Wise! Communication Slogan Be Wise!WiseView

20. TFT-LCD present situation High TV Monitor Laptop Low High PDA TFT-LCD possession in each product categories Cellular phone Low Involvement Advertising strategy is divided in 2 ways according to this situation

21. Ad Strategy To have a strong relationship with consumers After WiseView builds strong brand equity, master brand and ingredient brand will gain synergy effect For monitor, laptop and cellular phone For LCD TV Let people consider WiseView at the point of purchase Necessity of announcing both LCD-TV and WiseView simultaneously Best outcomes will be obtained

22. Ad Strategy For monitors, laptops and cellular phones Objective To inform availability of WiseView Model Early adopters who use a variety of ubiquitous products AD story What if there is no LCD on Monitors, Laptops & Cell Phones? We will show difficulty situations if there is no LCD on the products Voice : What if there is no WiseView? Slogan: Be wise, WiseView

23. Ad Strategy For LCD TVs Objective To increase brand awareness of WiseView and usage of LCD TV Model 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) AD story Danny Seo/Quentin Taratino will introduce LCD products and show how this product is good for life People will follow what they recommend and both LCD TV and WiseView will obtain brand Awareness Slogan: Be wise, WiseView

24. III. IMC Strategy Be Wise in any Circumstance • Outdoor Advertising • Campaign • Event • Sponsorship

25. Outdoor Advertising Outdoor Advertising using Signboards To whom People who are passing by Teheran Road Where Franchise coffee shops (ex. Starbucks) in Teheran Road Story WiseView will support some of expenses for signboards and there will be the logo of WiseView Expected effect It will make people curious who are passing by Teheran Road and enhance brand awareness with spending low expense

26. Campaign Open your eyes with Wiseview To whom People who have seeing difficulties Where WiseView homepage Story WiseView assists people who have vision problem by offering them eye surgery Expected effect WiseView will be able to attain a good brand image through this promotion People will easily recognize WiseView logo News Release Usage

27. Event Free gift event To whom People who purchase LCD products When July to September Story When people purchase a cell phone or laptop, WiseView give them a LCD screen wiper and protector which contains the logo of WiseView Expected effect Raising awareness of WiseView

28. Sponsorship Masterpiece WiseView To whom High life seekers Where Exhibition in Soho area (New York) Story To appeal to our consumers, WiseView will sponsor one of exhibitions in Soho by giving them WiseView frames Expected effect WiseView will be able to get a prestige image People can easily recognize the WiseView logo throughout the displays

29. Sponsorship WiseView, the trend leader Where, When New York collection , Spring and Fall Story WiseView will offer all the expenses of NewYork collection fashion show There will be a huge Wiseview logo on the wall and the stage Expected effect 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

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