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“PIONEER D3” VAR distribution ESP.

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Presentation on theme: "“PIONEER D3” VAR distribution ESP."— Presentation transcript:

1 “PIONEER D3” VAR distribution ESP

2 SWOT analysis and abstraction of key factor

3 Keys to succes Reinforce strenghts Grow brand image on sound and image
Actions : Increase comunication to mass media, technical magazines & dealers on Pio unique technologies Reinforce sinergy between product lines Display end-to end digital products DVD-Receiver-Plasma_Lodspeaker need to be diplayed at the same time Use DVD-R930 and plasma as trigger for cross selling VAR has to purchase a minimum assortment including receiver and premium DVD-Player & DVD-R/HDD Use unique Pioneer concept & technologies to create a new category. Digital end to end (All VAR products are digitaly conected from the beginning to the end of the AV chain). Tentative name : Pioneer D3 Turnkey calibration (unique & personalized product set up by MCACC & ISF auto calibration)

4 Keys to succes Fight against Weakness
Inrease dealer margin on VAR dealers on premium products only. Based on 27% DM Based on 30% average GP Stablish an exclusive and protected VAR distribution channel Not include VAR products on general price list Establish a protected geographical area of exclusivity. Low market share & distribution on mid-high receivers Increase display on VSX based on VAR assortment policy. ( All VAR has to display a complete pack of DVD-DVDRW-Receiver-Plasma) Not enough sales effort on high-mid products Establish clear objectives by sales area & sales man on VAR sales

5 Marketing Objetives Develop a long term basis VAR distribution channel
Increase brand image through extension high qty advanced Pioneer products Recover mkt share on receiver mid-end market Develop our end-to-end digital concept (D3 Concept)

6 Product “D3”

7 D3 – Product concept Conventional AV Chain D/A D/A RECEPTION
Audio (FR,FL,C,Rl,RR) D/A Video (RGB) Video (RGB) D/A RECEPTION REPRODUCCIÓN TRANSMISSION ANALOGICA DIGITAL ANALOGICA

8 D3 – Product concept Pioneer D3 AV Chain RECEPTION TRANSMISSION
REPRODUCCIÓN TRANSMISSION DIGITAL DIGITAL DIGITAL

9 D3 – Product concept D D D D 3 DIGITAL DIGITAL DIGITAL REPRODUCCIÓN
TRANSMISION RECEPCION DIGITAL DIGITAL DIGITAL D D D D 3

10 Product “D3” PDP-436XDE/FDE PDP-506XDE/FDE VSX-AX2AV-S
810 SERIES SPEAKERS

11 Display “D3” TV de Plasma Reproductor DVD-A/SACD Grabador DVD/HDD
Receptor AV THX Select 2

12 Display “D3” TV de Plasma Reproductor DVD-A/SACD Grabador DVD/HDD
Receptor AV THX Select 2

13 Product concept D3 Sales benefits from dealer point of view
Highest qty product range on every single category (best DVD, best receiver, best PDP) Easy to install based on HDMI i-link capabilities Easy to calibrate. MCACC & ISF are 100% automatic and ensures best performance Increase cros-selling based on HDTV talk (HDTV set-top boxes, HD scaler on DVD, HDAudio)

14 Product concept D3 Sales benefits from user point of view
I can get the best sound and image because: Products are the best in class Products use the most advanced digital interfaces (HDMI. i-link) Image and sound signals remain on digital domain from the source to the display Products are tailored to my home using the most advanced calibrating techniques available (MCACC & ISF) My system is Environment frienly Only 2 cables allows me enjoy of HDTV and multichannel HDAudio

15 Marketing Mix PLACE Independents High-mid End POS of PG
MCH & Hyper are excluded Dealer segmentation based on ABCD quadrant Objective: 90 dealers at end FY06

16 Marketing Mix Price Separate price list
Price discount strategy based on 27% DM Target Pio GP 30%

17 Pioneer D3 Price list

18 Marketing Mix Promotion VAR calibration certificate (TBD)
D3 Brochure (TBD) Web dealer locator

19 D3-Comunicación (1)

20 D3-Comunication Media Plan (2)

21 Pioneer D3 Press Article

22 Pioneer D3 Concept brochure (TBC)

23 Pioneer D3 Concept brochure (TBC)

24 Pioneer D3 Concept brochure (TBC)

25 Pioneer D3 Concept brochure (TBC)

26 Pioneer D3 Concept brochure (TBC)

27 Pioneer D3 Concept brochure (TBC)

28 Pioneer D3 Concept brochure (TBC)

29 Pioneer D3 Diploma (TBC)

30 Pioneer D3 POS Material (TBC)
Metal Leaflet Dispenser

31 VAR incentives 27% DM Exclusive price list Training courses
Protected distribution (only aproved VAR dealers can sell VAR products) VAR POS material VAR dealer locator on Web site Co-ad VAR actions

32 VAR PROJECT MILESTONES
23 August Team meeting 6 September Sales force presentation Sales force Training 15 September Start VAR Dealer Analysis From 15 October Product placement on approved dealers


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