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Jerry Ganguzza Sharp Electronics Corporation Director, Marketing LCD Products Division ‘ B2B’ Professional LCD/DLP Projectors Professional LCD Flat Panel.

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Presentation on theme: "Jerry Ganguzza Sharp Electronics Corporation Director, Marketing LCD Products Division ‘ B2B’ Professional LCD/DLP Projectors Professional LCD Flat Panel."— Presentation transcript:

1 Jerry Ganguzza Sharp Electronics Corporation Director, Marketing LCD Products Division ‘ B2B’ Professional LCD/DLP Projectors Professional LCD Flat Panel Displays

2 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.

3 Marketing Activities Market Research/Analysis Product Line Branding Distribution Channels Programs and Promotions Public Relations Advertising Direct Marketing – –Direct Mail –Telemarketing Collateral Material Website Development and Maintenance Trade Shows and Events Results Tracking

4 Market Research/Analysis Ensure that market calls for specific product –Market Demand –Market Saturation

5 Units/Revenue/ASP/Screen Size U.S. DIRECT VIEW BUSINESS FORECAST Units # Thousands Revenue $ Millions (CAGR –22.4%) $ Millions (CAGR +87.5%) (CAGR +41.8%) ASPScreen Size % 2002 vs Screen Size “ % +29.6% -52.8% +44.8% % 6

6 Market / Product Trends 2004 Market Segment Unit Estimates * Estimates developed in cooperation with Shenken & Associates, PMA / TFCInfo / Dun & Bradstreet Mapping Analysis End-user survey panel results: n=350

7 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”Sharp”ER”

8 For Unforgettable Presentations! Product Line Branding

9 Distribution Channels After Market Data is collected and tallied, the proper distribution channel(s) are selected to sell the product –Pro Audio Visual Dealers –Audio Visual Distributors –PC Channel Distributors –PC Channel Resellers –Direct Sales from Sharp

10 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 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

11 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

12 Advertising Print Ad –Creative process –Media Selection and placement or “deck” On-Line Web “Banners” or “Skyscrapers”“Banners” or “Skyscrapers” –Creative process –Media Selection and placement or “advertising deck”

13 LPD 03L Online Ad Campaign Schedule

14 Advertising Print Ad –Creative process –Media Selection and placement or “deck” On-Line Web “Banners” or “Skyscrapers”“Banners” or “Skyscrapers” –Creative process –Media Selection and placement or “deck” –Do we want to Capture Data, Increase Sales or Both? –Results Tracking

15 Direct Marketing –Creative Content –Product Sales or Newsletter –HTML, ‘Clickable’ Text or Plain Text? (Format ‘sniffers’) –List selection –Cadence and Frequency –Spam issues/Opt-in

16 Direct Marketing HTML

17 Direct Marketing CLICKABLE TEXT

18 Direct Marketing PLAIN TEXT

19 Direct Marketing –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 –ScriptingScripting

20 Collateral Material Development New Product Introduction Sheet – ‘NPI’ Full Color Brochure –Print and ‘PDF’ for on-line downloads Product Digital Photography Competitive Comparisons –Print and on-line “C.O.M.P.A.S.S.”“C.O.M.P.A.S.S.” –Bid Specs –Feature, Function, Benefit Charts “FFB” –“At-A-Glance” Charts –Other “Sales Tools” Collateral Fulfillment

21 Website Development and Maintenance SharpUSA.com – Our Corporate websiteSharpUSA.com –Upload content as new products are introduced –Daily Maintenance of current postings S.M.A.R.T. – Sharp Marketing And Resource ToolS.M.A.R.T. –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 websiteSharpRewards.com –Maintain rewards program files and incentives for each model –Sales representatives earn $$$ for each unit sold!

22 Trade Shows and Events Show/Expo Selection Process –Choosing the right shows –Booth size and selection process Pre-show marketing Preparation – “Exhibit House” Selection Booth Duty Schedule/Press/Special Events Giveaways Lead Capture Set-up/Tear-down Post-show marketing

23 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: 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

24 Sharp and SAP 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: –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

25 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 systemIBS Data sharing between Sharp and on-line product information providerson-line product information providers

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