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Samsung
SMART TV
Brand Management - Team Project
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CONTENTS
1. Why we select Smart TV
2. TV trend & background
3. Analysis Model
-Differentiation level
-Relevance level
-Esteem level
-Knowledge level
4. Conclusion
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Idiot box Viewers
Smart Users
1. Why we select SMART TV
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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
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sMART TV
◆ Advantage
- Dynamic image
- Various functions
◆ Disadvantage
- High price
- Initial platform
LED
◆ Advantage
- Respond rate
- Wide viewing angle
◆ Disadvantage
- High price
2. TV trend & background
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S…(생략)
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Differentiation level Problem
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Many smart TV company tried to make a convenience remote controller.
However, it still remains a problem.
Differentiation level Problem
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Differentiation level Solution
Smart phone(Remote controller)
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Points-of-parity
associations
(POPs)
Samsung
“An issue between
Telecommunication carrier and smart TV carrier!”
“A passive attitude
of Samsung”
Differentiation level Problem
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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
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Relevance Level Problem
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Current SMART contents and apps
cannot satisfy
consumers’
expectation.
Relevance Level Problem
Outside -in
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Relevance Level Proble
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[Size :
5 Mbyte
]
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