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Transcript of Marketing Prezi
Improve Hisense's forms of communication and therefore brand awareness
Need to more effectively communicate towards consumers
Lack of brand awareness as it is rarely seen on TV in Australia and in major electronic catalogues
Hisense Arena in Melbourne does little to enhance and advertise products
Need to advertise and gain awareness at a major event such as Samsung with the London Olympics and Sony with the UEFA Champions League
Hisense becomes key sponser of Australian cricket team
Use of large print on shirts may attract consumers
However as a major sponsor Hisense may gain access to major TV rights and thus advertisements allowing it to express its image of 'clearer,brighter , smarter' and communication further enhanced by playing advertisement ' Hisense Australia Ultra High Definition Demo Video.
Cricket World Cup 2015
Use of billboards and major TV ad's at major games and during the broadcast
Use of an image identifies to a large reach of consumers that alternative smart TV exists in the market , thus communicating awareness brand awareness
Use of the slogan ,'life Reimagined' communicates that Hisense provides a realisitc/cinematic experience which can be interacted with Increases affective and behaviorual stage of communication not only in Australia but to world wide viewers
Hisense is a Chinese electronic based company in Quindao, Shandong, established in 1969
Hisense have many subsidiaries all over the world including one in Melbourne established in 2006
Hisense’ main marketing strategy is that they offer the same product as the other brand for less the cost
Brand that is breaking into the Australian market with the appeal of cheaper prices
Growth phase in its product life cycle
Yearly revenue is expected to grow even more as the brand markets itself to appeal more to the global audience such as Australia.
In the Australian market, Hisense sales figures have grown tremendously in the recent years. Australia was one of the major regions which contributed to its 20 % increase in global revenues last year
Total Product Concept
Delivering a good viewing experience associated with smart TV's- high resolution, easy to use
Easy to use interface (open sourcce), internet connection, apps, streaming services
More features added to the television viewers experience
Newer lesser-known brand in Australia
Australian public may have heard of Hisense through the Hisense Arena in Melbourne (2008)
In the consumers eyes they are the cheaper Chinese brand and the quality is not as good.
Classed as a second tier brand, which is below the first tier brands of the likes of Samsung, LG, and Sony.
Not a household name.
A new brand and relatively smaller market share, Hisense is a brand looking to gain more brand loyalty.
Hisense Arena in Melbourne that was leased in 2008 which hosts the Australian Open every year
Major sponsor of the NRL Cronulla Sharks from 2010 to 2011.
Launching the world’s biggest Ultra HD 4k television at 110 inches
Product quality of Hisense in the eyes of consumers is that it is still the cheap Chinese brand with bad quality.
Television line ranges from the low-end budget flat screen to the higher end 4k Ultra HD
Emphasizes affordability and quality
The latest televisions released are their Full HD LED flat screen K160 Series televisions whose prices when compared Samsung and Sony equates to about $100-$200 cheaper per model
Being affordable makes it appeal to a larger segment of the market
At the Consumer Electronics Show (CES) 2013 Hisense announced the release of the largest 4k Ultra HD TV in Australia
Appeals to the higher end of the market
Hisense want to position the brand so that they are the innovators that the consumers will be keeping close eyes and hopefully develop a larger consumer base because of it.
Hisense have very limited communication with the consumers.
Made headlines at the CES 2013
Relies on the early innovators to spread the word
HIERARCHY OF EFFECTS MODEL
Cheaper prices at stores allows the cognitive stage to occur
At the cognitive stage consumer here are able to identify the brand Hisense and know that they are a good cheaper alternative
The affective stage consumers experiencing desire to try the product due to being cheaper
The last stage of behavioral involves action and satisfaction. With its cheaper prices as main advertising point people will be more inclined to buy it as its of a good quality and is cheaper.
Seeks to gain attention of the general consumer
Consumer decision-making processes needs/wants recognition occurs when consumers are made aware of the cheaper alternative
Information search occurs where buyers can seek more through catalogues from the major retailer or they can pop on the Internet for sales and reviews
The stages of evaluation of options are where the consumer weighs up the alternatives. Here they may look around the catalogue for other brands but Hisense is generally cheaper
-Product sales and profit started to fall
1. Awareness - well-known brand in Australia & TV represents 50% of Sony's total budgeting
2. Association - current slogan 'like nothing you've ever experienced' & appeal to a consumers with familiarity to the public by advertising with celebrities such as Justin Timberlake
3. Quality - good! - value for money (3/5), performance (4/5), ease of use (4/5) & warranty and service (3/5) according to Canstar Blue
4. Loyalty - second-most popular TV brand & rewarding system. At 28 % popularity just second behind Samsung.
1. Behavioural model - Online advertisement uses 'like nothing you've ever experienced', - As shown below gives customers to feel like they are willing to purchase - stimulates direct desires to purchase as the TV provides superior quality above what else had been previously consumed/bought.
2. Affective model - 'more brilliant', 'sound innovation' & 'pro-grade' + "Four times resolution of full HD'-As shown below it attracts consumers to become positive towards Sony TV brands - results in changing their emotions and attitudes
3. Cognitive model - shows detailed features of each product that are pure and primary information (e.g. inches of size, resolution rate etc...) thus consumers become aware of the product
- Targeting to upper-middle class (e.g. prices of XBR9 series are $3599.99, $3099.99 and $2799.99 for 52’’, 46’’ and 40’’ respectively - a bit expensive)
- Targeting to young & middle-aged people - They adapt easier to new featured Smart TV than elders
- Consumer become aware that a cheaper smart TV exists in the market through primarily on-line advertising/TV advertising and catolgues. The following types advertising and the Sony website are also vital in providing information to consumers. For example the website thousands of movies, TV shows, online videos, games and music are always on tap. By connecting to the Internet you can access Full 1080p HD entertainment, 3D content and made-for-TV apps like YouTube™, Facebook® and more” (Sony 2013), hence providing consumers with an exhaustive list of information and attributes which may satisfy the information stage of consumer behaviour
- The evaluation stage of consumer behaviour occurs via the 2013 Consumer electronics show in Las Vegas which provides information into new products and new product development in relation to the three brands which may follow through to the purchasing stage.
- Post purchase can effectively occur through the support icon on the Sony Australia website which clear up any queries
-Sony is well-known company in Australia with TV brand.
-Sony is a Japanese multinational corporation that is primarily concentrated on electronics.
-In Australia, Sony had 32% market sharing in December 2010).
- This presentation includes - Product cycle, Branding, Positioning, Communication & Consumer behaviour
Samsung is an electronic company from South Korea
Recognized by being innovate and making quality products
Every year invest $ 9 billion in research
Samsung smart TV is more interactive
Expected to deliver images with minimal blur and, smooth picture and quality images
Future: even better picture quality and more applications
Reached early stages of maturity phase
Selling around 40 million units around the world
36.1% of Australian smart TV market share
Profits reaching the peaks
Sponsor of London Olympic Game and Australian Olympian James Magnussen
Relationship with Foxtel and Yahoo! to deliver internet services
Goods rates in product quality and value for money
Popular and well-known smart TV brand
Samsung smart TV position to what Internet has best to offer
Can make calls, play games and listen to music
Smart Hub offers gesture, gesture and voice control
Focus in families and business man
Make consumers aware of the product by advertisements
Samsung website is most effective form of communication of smart TV
Use of slogans to influence consumers to purchase their product. The following Ad ' Charge' captures consumers attention through an action sequence(awarness) whilst also communicating the high levels of quality and immersing action the TV may provide
Samsung recognition is primarily by advertising
Many ways of advertising: television, Samsung website, website specialized in electronics
Samsung website allow people to assess the product= Info search
Evaluation can effectively occur through the Gizmodo Australia website which provides a diverse range of information regarding electronics and therefore different smart TV's.
Product Life Cycle
Leo Burnett Ad in Sydney
Purchasing stage influenced by Television ad's .
Uses phrases such as "become part of the action" Consumers become favourable towards brand as such phrases indicate high level of quality and immerse viewing,possibly contributing to purchase.
1. Sony tends to position its new products to have superior attributes than the last one (e.g. W800A TV -> W900A TV). It can reach growth stage faster because of familiarity of products.
2. Sony sometimes positions its new product to have different attributes that has different characteristics of products (e.g. 4K Ultra HD TV). It has more maturity age
The Samsung Website
The Samsung website is a key source of affective communication.
The following poster on the site identifies features such as 'crystal clear ,liquid motion' whilst the slogan ' Big is Beautiful' communicates to consumers that the product is not only of beautiful design , but also communicates key features consumers may be looking for in the product.
Hisense-'Clearer , Brighter, Smarter'
Hisense effectively uses the following advertisement to create the perception it is the best alternative.
Use of the slogan ' Clearer , brighter ,smarter' reflects to consumers that their product is more advanced than other smart tv's whilst the identification of the XT 880 and XT 780 show that their exist different smart TV's to satisfy a diverse range of needs , thus reducing the need to look at alternatives.
Assuming this evaluation is successful the purchase stage of consumer behaviour should follow.