Transcript Sharp Electronics Corporation Jerry Ganguzza Director

Jerry Ganguzza
Sharp Electronics Corporation
Director, Marketing
LCD Products Division
‘B2B’
Professional LCD/DLP Projectors
Professional LCD Flat Panel Displays
About Sharp and How We Sell
• Sharp Corporation is a Japan based international consumer
electronics company with subsidiaries world-wide.
• Sharp Electronics Corporation is a US based company that
purchases product from Sharp Corporation, Japan.
• Sharp Electronics distributes product through a national
dealer and distributor network.
• Our dealer network then sells product to the end-user
• Our dealers and distributors are our key customers,
followed by the end-user community.
Marketing Activities
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Market Research/Analysis
Product Line Branding
Distribution Channels
Programs and Promotions
Public Relations
Advertising
Direct Marketing
– E-mail
– Direct Mail
– Telemarketing
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Collateral Material
Website Development and Maintenance
Trade Shows and Events
Results Tracking
Market Research/Analysis
• Ensure that market calls for specific product
– Market Demand
– Market Saturation
U.S. DIRECT VIEW BUSINESS FORECAST
2002-2006
Units
(CAGR +87.5%)
700
$1,800.0
618.0
500
400
339.9
300
54.1
71.6
$1,046.2
$900.0
$758.4
$497.0
$411.1
$300.0
0
$0.0
2002
2003
2004
2005
2006
2002
ASP
(CAGR –22.4%)
>55"
$10,000.0
$7,599
$6,000.0
$4,749
$3,078
$4,000.0
$2,635
$2,000.0
$0.0
2002
2003
1.9%
2004
18.4%
2003
2004
2005
2006
40-44"
2006
+868.4%
31.7%
41.1% 58.3%
+29.6%
27.5%
7.8%
11.3%
30-34"
2005
Screen Size
% 2002 vs. 2006
$6,942
Screen Size “
$ Millions
$1,200.0
$600.0
159.7
200
$8,000.0
$1,628.4
$1,500.0
$ Millions
# Thousands
600
100
Revenue
(CAGR +41.8%)
Units/Revenue/ASP/Screen Size
0.3%
1.7%
-52.8%
+44.8%
2006 2002
0.010.0
20.030.040.050.060.070.0
+466.6%
% % % % % % % %
Market / Product Trends
2004 Market Segment Unit Estimates
MARKET SEGMENT
UNITS
% OF UNITS
CATEGORY
UNITS
% OF UNITS
Corporate
453.1
44%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
312,665
95,159
45,314
69%
21%
10%
SOHO
82.4
8.0%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
65,087
15,654
1,648
79%
19%
2%
Religion
51.5
5%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
26,261
25,232
51%
49%
Government
144.2
14%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
47,580
80,743
15,961
33%
56%
11%
Education
298.7
29%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
92,584
179,196
26,879
33%
56%
11%
Total
1029.9
100%
Mobile (<5 lbs)
Meeting/Multipurpose (5-10 lbs)
Fixed/Installed-Specialty (10+ lbs)
517,916
397,013
115,034
50.3%
38.6%
11.1%
* Estimates developed in cooperation with Shenken & Associates, 2003.
• PMA / TFCInfo / Dun & Bradstreet Mapping Analysis
• End-user survey panel results: n=350
Market Research/Analysis
• Ensure that market calls for specific product
– Market Demand
– Market Saturation
• Define Product Specifications
– Telemarketing and on-line surveys
– Key end-user visits (Universities, Johnson & Johnson, etc.)
– Dealer/Distributor feedback
• Follow market trends
– ie. - Projector trend is leaning heavily towards low-end smaller, lighter
and brighter projectors. Less market and demand for high-end, heavy
permanent installed projectors.
• Competitive Research
• Market Data Collection from end-users
– Sharp”ER”
Product Line Branding
For Unforgettable Presentations!
Distribution Channels
• After Market Data is collected and tallied, the proper
distribution channel(s) are selected to sell the product
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Pro Audio Visual Dealers
Audio Visual Distributors
PC Channel Distributors
PC Channel Resellers
Direct Sales from Sharp
Programs and Promotions
• As product is launched, dealer/distributor/reseller/end-user programs
and promotions are developed
– Initial Buy-In promos for dealers/distributors/resellers
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Buy 10 get 1 free
Buy 10 get 10% off entire order
Mix and Match Promo
‘2, 4, 6’ promo
– End-user Promo
• Rebates
• Free Replacement Lamp
• Free extended warranty
• As market shifts and competition counter offers, programs and
promotions are developed to maintain sales
Public Relations
• Press Releases
– Product
• geared toward new product release
– Non-Product
• geared toward unique service or program
• Press Trade Event
– Editors from trade publications invited for product launch
• Analyst Event
– Top market analysts invited for product launch
• Trade Show Support
– Analysts, editors, writers, publishers visit booth
and need product and industry information and trends
Advertising
• Print Ad
– Creative process
– Media Selection and placement or “deck”
• On-Line Web “Banners” or “Skyscrapers”
– Creative process
– Media Selection and placement or “advertising deck”
LPD 03L Online Ad Campaign Schedule
Advertising
• Print Ad
– Creative process
– Media Selection and placement or “deck”
• On-Line Web “Banners” or “Skyscrapers”
– Creative process
– Media Selection and placement or “deck”
– Do we want to Capture Data, Increase Sales or Both?
– Results Tracking
Direct Marketing
• E-mail
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Creative Content
Product Sales or Newsletter
HTML, ‘Clickable’ Text or Plain Text? (Format ‘sniffers’)
List selection
Cadence and Frequency
Spam issues/Opt-in
Direct Marketing
HTML
E-MAIL
Direct Marketing
CLICKABLE TEXT
E-MAIL
Direct Marketing
PLAIN TEXT
E-MAIL
Direct Marketing
• E-mail
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Creative Content
Product Sales or Newsletter
HTML, Pure Text or ‘Clickable’ Text? (Format ‘sniffers’)
List selection
Cadence and Frequency
Spam issues/Opt-in
• Direct Mail
– Creative Content
– List Selection
– Cadence and Frequency
• Telemarketing
– Inbound
– Outbound
– Scripting
Collateral Material Development
• New Product Introduction Sheet – ‘NPI’
• Full Color Brochure
– Print and ‘PDF’ for on-line downloads
• Product Digital Photography
• Competitive Comparisons
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Print and on-line “C.O.M.P.A.S.S.”
Bid Specs
Feature, Function, Benefit Charts “FFB”
“At-A-Glance” Charts
Other “Sales Tools”
• Collateral Fulfillment
Website Development and Maintenance
• SharpUSA.com – Our Corporate website
– Upload content as new products are introduced
– Daily Maintenance of current postings
• S.M.A.R.T. – Sharp Marketing And Resource Tool
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Our Dealer Extranet site for all marketing and sales information
Upload content as new products are introduced
Daily Maintenance of current postings
Security (Account/Password/Security Level) Maintenance
• SharpRewards.com – Our on-line sales incentive website
– Maintain rewards program files and incentives for each model
– Sales representatives earn $$$ for each unit sold!
Trade Shows and Events
• Show/Expo Selection Process
– Choosing the right shows
– Booth size and selection process
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Pre-show marketing
Preparation – “Exhibit House” Selection
Booth Duty Schedule/Press/Special Events
Giveaways
Lead Capture
Set-up/Tear-down
Post-show marketing
Marketing Results Tracking
• E-marketing software package that integrates all marketing
activities into one database
– Allows us to interface with the customer or prospect in the way
that they want to be communicated to via:
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E-mail
Snail mail
Phone
Fax
– True CRM and “One to One” marketing!
– Allows data reporting and data output to be
used by other systems and divisions within Sharp
Sharp and SAP
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Sharp is a Japan based international consumer electronics company with
subsidiaries world-wide.
Sharp Electronics Corporation, USA (SEC), a subsidiary of Sharp Corporation,
Japan (SC) purchases product from SC. We are in essence, a ‘customer’ of
SC.
ALL Sharp subsidiaries world-wide are integrated via SAP an ERP software
system. This allows all departments within the company to use a common
database effectively and efficiently for:
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Supply and demand of product and parts for manufacturing
Product Marketing
Inventory Control
Finance, Credit and Accounting
Order Processing
“E-Sales”
Shipping and Delivery (Traffic)
Internal Purchasing
Reporting
Marketing and SAP
• Sales tracking and reporting to identify marketing trends such as:
– Slow moving product needs a “push” from marketing to increase sales.
– Fast moving product needs to be re-ordered from the factory
• Customer (Dealer/Distributor) accounts need to be current
• Product/Model codes need to be current
• SAP is the back-end to our Internet Business System (IBS) on-line
ordering system
• Data sharing between Sharp and on-line product information providers