_SLIDE_1_
Samsung
SMART TV
Brand Management - Team Project
_SLIDE_2_
CONTENTS
1. Why we select Smart TV
2. TV trend & background
3. Analysis Model
-Differentiation level
-Relevance level
-Esteem level
-Knowledge level
4. Conclusion
_SLIDE_3_
Idiot box Viewers
Smart Users
1. Why we select SMART TV
_SLIDE_4_
SMART TV market is rapid growing, the market share will more grow
Electronic companies compete with other companies in SMART TV
Technology
development
1. Why we select SMART TV
_SLIDE_5_
sMART TV
¡ß Advantage
- Dynamic image
- Various functions
¡ß Disadvantage
- High price
- Initial platform
LED
¡ß Advantage
- Respond rate
- Wide viewing angle
¡ß Disadvantage
- High price
2. TV trend & background
_SLIDE_¡¦(»ý·«)
|
Differentiation level Problem
_SLIDE_13_
Many smart TV company tried to make a convenience remote controller.
However, it still remains a problem.
Differentiation level Problem
_SLIDE_14_
Differentiation level Solution
Smart phone(Remote controller)
_SLIDE_15_
Points-of-parity
associations
(POPs)
Samsung
¡°An issue between
Telecommunication carrier and smart TV carrier!¡±
¡°A passive attitude
of Samsung¡±
Differentiation level Problem
_SLIDE_16_
Samsung should establish a collaboration relationship with Telecommunication carrier and TV application provider.
Finding a way to come to term
with telecommunication carrier.
Focusing on securing various contents.
Differentiation level Solution
_SLIDE_17_
Relevance Level Problem
_SLIDE_18_
Current SMART contents and apps
cannot satisfy
consumers¡¯
expectation.
Relevance Level Problem
Outside -in
_SLIDE_19_
Relevance Level Proble