The Product Launch of a Samsung UNC7000 - Research Paper Example

SAMSUNG 3D T.V of the Product Samsung has launched the UNC7000 series in televisions, the first of the new 3D line of LED-based LCDs. Thefirst initiative of 3D-readiness works with optimal 3D glasses to create the 3D effect. The product features include edge-lit LED black light, 3D compatibility, conversion from 2D to 3D, 240 Hz refresh rate, and interactive capability with Samsung Internet @TV and Samsung Apps (CNET editors take). The Samsung 3D TV is compatible with multiple 3Dstandards, which include both half and full resolution 3D, the blue-ray disc association’s “Blu-ray 3D”, conversion system from 2D-to-3D, and adding depth and dimension to the screen images. The edge-lit LED backlighting combines the benefits of local dimming with the thinness of edge-lighting. The 240 Hz processing exhibits motion resolution performance like its UNB8000 series. The interactive features like other Samsung models of 2010 include Internet @ TV (i.e. Yahoo widgets) and Samsung Apps, from Samsung’s new proprietary content portal, connecting to one’s favorite digital content like videos, sports, games, social networking and much more. With web-connected apps on the Samsung Smart TV, you can stream movies from Netflix or Blockbuster, TV shows from Hulu, videos from YouTube, Next Level sports information from ESPN, music from Pandora and view updates on Facebook or Twitter accounts. The UNC7000 series of 3D TV is the most economical. It is available in 40-inch ($1999), 46-inch ($$2599) and 55-inch ($3299) sizes. The 3D compatibility has been added to three LCD lines and one plasma line (CNET editors take). Short summary of the product launch Samsung 3D TV was launched in April 2010 in Ireland. It has been a huge hit like Avatar, putting Samsung in leading position in the emerging market. The launch of Samsung 3D in the Irish market besides many other countries was the first in the retail 3D TV segment. “We are the first manufacturer to mass-produce 3D TV and you will physically see that in the Irish market in April so we will be first to market on this," said Kevin Maguire, country manager for Samsung Ireland. “Getting to market first is critical to us from a brand point of view and for brand positioning.” The Consumer Electronics Show (CES) at Las Vegas, a show-window of technology trends, found 3D everywhere (B & F). The technology used in the Samsung 3D TV is differentiating with the selection of “Active” and “passive” panels and lenses depending and deciding its total cost and picture quality. The active 3D screen syncs electronically with battery-powered and rechargeable lenses. “We are using active panels...you really have to see it in person to understand just how good it looks and how well it works," said Maguire (B & F). Cost of the new product – a 40” Samsung 3D TV at the time of its launch was €1,999, which was quite high in comparison to the 3D LCD because of the high cost of “active” lenses. The company is considering bundling the lenses with Blu-ray players to boost adoption (B & F). At the time of the launch in Ireland, there was no 3D content on the channels but with the promised complete suite of 3D products including home theatre systems and Blu-ray players, customers could watch the 3D movies. Besides the sports broadcasters had showed their inclination to broadcast in 3D programming among others like Sky initiating a 3D channel and ESPN broadcasting World Cup matches in 3D (B & F). Analysis of the launch including segmentation, targeting, positioning and roll-out plan Samsung has got the leading edge with the launch of the 3D TV at a time when channels are announcing their plans to broadcast 3D compatible programs like the ESPN and Sky. Sky had planned to show the Premier League match between Manchester United and Chelsea on its 3D channel on 3rd of April at pubs and clubs initially while its home TV version would hit the market at the end of the year. Buyers had sufficient time to plan their purchase after comparing the Samsung 3DTV with other players offering 3D compatibility. Demand for the 3D TV would catch up equally through such complimentary 3D adoption by TV channels like National Geographic and sports channels besides movies (B & F). The launch of 3D content is not equally beneficial in all markets as progression of technology is in processing stage with HD, especially in Ireland where there is deficiency of higher definition content. The digital signal at the time of the launch was not yet rolled out in Ireland although in the UK, it has switched over to digital (B & F). From targeting perspective, the situation has been a bit confusing as nobody knows when switchover would start, as it holds no value when the driving software is not in place and the high quality hardware has been showcased (B & F). The company decision to launch the 3D TV very soon to the target market of early adopters with the introduction of LED could affect the customers’ reviews of the new product looking like old-hat very soon. The concept of retrofit has saved the image of the company as many new adopters bought the 3D TV sets without internet, which they could make functional through Blu-ray player (B & F). Samsung can capture bigger market share of 3D TV through its UN55c7000 3D LED TV. It is quite ravishing in look, has sleek body and brilliant picture quality, which could be a good bargain for cost-conscious customers (Techguy). Most of the major retailers like Sears, Amazon, Crutchfield, and OneCall are selling or are about to sell the 3D TV through online shopping. Sears has been shipping the 46-inch ($2,599.99) and 55-inch ($3,299.99) of the UNC7000 series. Amazon stock is also available for shipping the Samsung 3D TV series. Retailers have different models in stock, so positioning of the new product after its launch has been robust. The Samsung new series has put behind the Panasonic VT25, to be launched in May by coming first in the 3D compatible product launch. All has been not well for the positioning and marketing mix of the Samsung 3D TV for other parts of the 3D Suite like Blu-ray players were not in the stock of Amazon; it was selling only Blu-ray players only for BDC6500 and BD-C5500. Marketing without the presence of all elements of marketing mix like the incomplete suite of Samsung 3D TV disables the feature of compatibility. The company did not release the information before the official product launch by Samsung in the United States like the screen sizes, models, prices, and prices of the shutter glasses needed for 3D viewing. The purpose behind could be creating an environment and curiosity for awakening interest among potential customers and product reviewers (Katzmaier). For promotion purpose, Samsung invited the press for the demo of the full HD 3D TV. The company also acknowledged content alliance with Dreamworks SKG to 3D-ify the studios CGI-based films like Shrek, Monster and Aliens. According to WSJ, Tim Baxter, Samsung’s US head, sale of 3D TV s would be in-between 3.5 million to 4 million in the US in the year 2010 (Dalziel). For positioning of its new product – the 3D TV – Samsung has initiated an aggressive campaign to be the leader in the product category of LED 3DTV. Media campaign has presented the new product as a piece of art, a deeply immersed 3D experience impacting the lives positively. The story-like second follow-up of the media campaign depicts a family taking home the “wonder” of 3D world. For promotion of the product, Avatar director, James Cameron was invited for a gala launch function at Times Square to introduce the new product range – the LED 3DTV. An event was organized to record the performance of pop group Black Eyed Peas in 3D. For promotion, the footage of the concert was provided to the new customers of Samsung 3D (Scribd). Success of the launch in terms of sales, revenues, awareness With the launch of its 3D TV, Samsung has captured a very good share of market by taking a competitive edge over its rival companies. Four years back, Samsung was far behind Sony, the lion shareholder of the segmented market of new flat-panel TV. It has taken lead from Sony in sales and doubled the number of sold TVs. It has sold 38 million TVs the previous year and goal for the year 2010, according to DisplaySearch, is to sell 45 million TVs. Samsung has successfully leveraged from the consumers’ wide acceptance of flat-panel technology. It has become market leader by manufacturing LCD based light-emitting diode, or LED with both options of backlighting and web-connected sets and not concentrating on new display technologies like organic light-emitting diode, called OLED technology. Samsung has proved that it is the king of the new LED technology (Ogg). The sale of 3D TVs till May 2010 has reached 270,000 worldwide. It has captured the lion share of 90 percent of the international 3D TV market. No company can ask for more in the presence of such competitors like Sony and Panasonic. The huge sale and wide range of product offering competitive price has created worldwide awareness on the quality and technology aspects of LED 3DTV (Unbeatable). Works Cited B & F (April 2010). “3D TV Coming to your Living Rooms Soon.” April 2010. B & F. 27 November 2010. CNET editors take. “The UNC7000 Series is Now Available for Sale at Select Online Retailers, Making it the First of the New 3D.” 25 Feb. 2010. CNET. 27 Nov. 2010. Dalziel, Spencer. “3D TV Gets Ready: Analysis Lots of 3D TV Products are Coming.” 11 March 2010. The Inquirer. 27 Nov. 2010. Katzmaier, David. “The 3D-Compatible Samsung UNC7000 Series is Available for Sale Now.” 1 June 2010. CNET. 27 Nov. 2010. Ogg, Erica. “Samsung Gobbling up TV Market Share.” 17 Feb. 2010. CNET. 27 Nov. 2010. Scribd. “Competitor’s Analysis.” 2010. SCRIBD. 27 Nov. 2010. Techguy, Jack. “Review of Sony 3DTV, Samsung 3DTV and Panasonic 3DTV.” Ezine Articles. 27 November 2010. Unbeatable. “Samsung Lead 3D TV Sales -- Samsung 3D TV Sales have proven to be Extremely Successful.” Unbeatable. 27 Nov. 2010. Read More