Introduction

Marketing Design & Innovation TABLE OF CONTENTS

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Introduction

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Marketing Design & Innovation

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Television is part of our day-to-day lives, it is the most intelligent and widespread media form in the general media industry. It is a multi-media form that combines visual, acoustical and psychological effects. Hence the influences that I have found appealing are mentioned. Television has become the chief mean of obtaining information; an individual can be aware information such as, world news, stock prices, weather reports and entertainment information such as sports and events that are happening either good or bad throughout the world. Television has become a tool to interact and learn from society, also developing the education not only in the younger generation but also adults. The television has influence a major part with the aspect on developing the minds especially within the health sector, with wide-spread information on health issues an individual would be well informed on numerous nutritious facts. Television has shrunk the distance of the world making it much smaller and enlightens us to develop our minds so much more than our ancestors. Along with the positive influences mentioned, there is also the negative impact on the television for instance, without the use of proper monitoring; children are exposed to various channels that involve crime and sexual contents. Time should also be monitored because it is said that too much time watching television can cause numerous eye problems and nerve related health hazards. Statistically the advantages of the television far out weigh the disadvantages of the widely used device.

Methodology

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Research and analysis for this assignment is extracted from secondary information from news articles, broker reports and customer perception.

Objective To examine how innovation of the television had revolutionizes over the past into a universal environment.

Innovation is not a single action but a total process of interrelated sub processes. It is not just the conception of a new idea, nor the invention of a new device, or the development of a new device, nor the development of a new market. The process is all these things acting in an integrated fashion. Myers and Marquis (1969) Therefore, innovation can be viewed as a process that renews something that exists and not, as is assumed, the introduction of something new. Innovation is known to diffuse meaning the process by which innovation is communicated through certain channels over time among the members of social system. Everett Rogers (1962) theory of diffusion states that an innovation (i.e., an idea, new technique, new technology) diffuses or spreads through out society in a predictable pattern. A few people will adopt an innovation as soon as they hear of it, other people will take longer to try something new. The pattern is that of an S shaped curve.3


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Timeline and History1880s to 1899 1900 Period of Dreams, Concepts and Initial Discoveries The word "Television" is first used Early Experiments with a MECHANICAL scanning disc system. TV Picture is neon orange and very small. First Mechanical TV Sets sold to public -- At the peak, 42 US stations were in 1928 to 1934 operation using the Jenkins system. However, picture quality is lacking. Not suitable for commercial use. Electronic TV offers greater promise.

1922 to 1927

1926 to 1935

Early Experiments with All-Electronic Cathode Ray Television (the basic system we have today) Electronic (Experimental) TV begins broadcasting in Germany, England, Italy, France, USA, Holland, etc. Work begins on CBS Mechanical Color Television Electronic (Commercial) Black & White Television begins broadcasting in United States

1935 to 1941

Early 1940s

July 1, 1941

1942 to 1945

World War-II halts all TV sales and most all public broadcasting.

Late 1946

First American Post War TV set is RCA 630-TS (Less than 7,000 TV sets in USA, pre

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Marketing Design & InnovationWW-II)

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June 25, 1951

First Mechanical Color Television Set Placed on Market (CBS-Columbia) at $499.95. Mechanical CBS Color TV Broadcasting ends forever First All-Electronic Color Television Set is RCA CT-100, selling at $1,000

Oct 20, 1951 May 1954

1987

Japanese demonstrate ANALOG high-definition TV system (called MUSE) General Instrument's Video Cipher division announces DIGITAL Hi-Definition System Congress Passes the Telecommunications Act of 1995, replacing the old 1934 laws Internet, World-Wide-Web explodes onto the scene -- ushering in new global communications for the 21st century!

1990

1995

Late 1990s

In late 1920s electronic technologies were being explored to capture, transmit and display a visual image, this period was known as the Mechanical Television Era. In early 1930s the first generation of televisions operated with a spinning disk and neon lam to produce a blurry reddish-orange picture. During 1935-1941, electronic television was5


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perfected but with limited number of television sets available to the public. Countries started to experiment with broadcasting. However, after World War II, during 1946-1949 television sets were added as a must have device. The explosion of the market share occurred in America between 1948- 1949.Major innovation for the television manifested with electronic color television and remote control. The public also noted the stylish changes towards the television. Presently television has innovates tremendously, television digital compared to analog in the past, also available are plasma screens, high definition, 3D viewing. Along with all features mentioned, a variety of brands were developed.

Brands of television A brand is an intangible and critical component of what a company stands for, it implies trust, consistency and a defined set of expectations about the company and its products, from a customers perspective.(Aaker 1991) Some brands of television are: y y y y y RCA Toshiba Sharp Panasonic Sony (1939-1986) (1952-Present) (1953) (1959-Present) (1960-Present)

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The above mentioned brands would be discussed in relation to features, benefits, and innovation. However, the brand Sony would also be critically examined in aspect of brand appeal.

RCA In 1939 RCA demonstrated an all electric television system and introduced the first television test pattern in the United States of America, which was widely used until color television gained popularity.RCA began selling televisions almost immediately after world war II, they were one of the leading makers of vacuum tubes which is a device used to amplify, switch and create an electrical signal.RCA had a range of innovative products, for instance, RCA developed an octal base metal tube this allowed more complex tubes to be constructed. In 1959 RCA announced nuvista which was thimble shaped but smaller than a thimble. Nuvistas were one of the highest performing small signal receiving tubes and were widely used in the 1960s beginning with RCAs line of color sets in 1961 famously known as the New Vista. A RCA television was very expensive at that time due to their power in the market place; we could safely refer to this brand as a price maker. An image of an old television test pattern

Toshiba Toshiba is a Japanese multinational conglomerate corporation. In 1952 Toshiba started to manufacture the television and in 1960 introduced their color television set. Toshiba7


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was the first to produce the black stripe type cathode ray-tubes in 1972. This brand also developed the first seventeen inch and twenty one inch color television model. This demand created a new and booming industry for Toshiba. With the review of RCAs data, Toshiba enhanced its performance for optimal brightness, contrast, color, resolution and audio. Today, Toshiba is one of the leading brands when it comes to flat panel television sets. Toshiba has innovated there television from the past to liquid crystal display (LCD) television. With technology rapidly changing in todays generation Toshiba has joined the television competition with high definition television also available to capture clear and crisp viewing. Toshibas newest creation is the 3D technology which is presently high in demand which allows the viewer an awe-inspiring dept, colors, details with an added dimension.

Sharp Sharp production of black and white televisions was produced in 1953.Sharps first model was the TV-3 14T which was superlatively expensive. However, the company held intensive training to its dealers resulting in the establishment of an understandable system. Public interest in television grew and sharp produced approximately five hundred television sets by the end of 1953.Sharp produced a more affordable television model with a fourteen inch screen for public viewing. This was the standardize size in television for years. Sharp brand was recognized as presenting a new visual life.The television not only changed lifestyles but also brought about social changes .Output of sharp products continued to grow resulting in five thousand televisions being produced in a month. In 1960 Sharp was determined to launch their color television to meet the needs of the new age. On account of sincere sales activities, sharp was in a favorable market position and corporate performance. Sharp also had a program to provide response to request or advice to customers on how to use electrical products purchased. Consumers priorities began to change, the public wanted more colors, with creative and innovative features. In 1977, sharp, innovated the television into EL technology which gave the television a thinner appearance. Sharp, in 1978, launched the worlds first picture-in-picture television allowing viewers to watch two channels at8


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once on a single picture tube. In 1987 sharp again innovated the television with the liquid crystal display (LCD) television, audiences benefited with display sharpness and clarity. In 1991 sharp introduced the first wall mount LCD television with different designs to match different home interiors. Sharp in 1992, dispatched a high definition television with an affordable price. The LCD television was innovated into the worlds largest with 28 inch monitor in 1994.Sharp and Sony announced the use of plasma technology to produce very high contrast and sharper images for a forty inch television in the year 1996.Sharp televisions were manufactured in a variety of different colors and design to offer user new ways to enjoy the product. In 2001 television as we know it was totally transformed, sharp launched the Aquos LCD television, produced to add elegance to ones home interior.(as shown below).

The customer demands was still changing and sharp had to stay in competition and introduced the worlds largest LCD television measuring one hundred and eight inches with featured technology to provide high image quality in 2007.Also in 2007 sharp and Toshiba announced there agreement to collaborate to enhance there productivity with respect to profitability and global competitiveness.

Panasonic9


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The company developed its first colored television in 1960 measuring twenty one inches and included six different vacuum tubes to provide outstanding performance. Panasonic expanded their brand throughout Europe in 1979.Panasonic was well in line with competition and developed a reputation for reliable products. The worlds first twenty six inch plasma television was created in 1996 by Panasonic, it featured larger yet thinner screen that had a benefit to be a wall hanging display. In 2006, Panasonic announced that it will stop producing analog television and focus on digital systems. Presently Panasonic has a full range of LCD televisions, high definition and the most recent in the market, the 3D television only introduced in 2010. A Brand is defined as a name, term, symbol or design, or a combination of these, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of a competitor.(Kotler 1999) Sony Approximately 20 years after the inventory of the television, Sony invented its first television which was the worlds first non-projection type portable transistor television, which offered three choices of power input in 1960. Sony has immediately proven to be innovative with its products from its first model, the TV8-301, this model allowed introduction of personal television use .In 1962 Sony developed the smallest and

lightest television with the aim of attracting the TV entertainment to the automobile environment. In 1968 Sony offered their first line of colored televisions which displayed twice the brightness than the other leading brands at that time. The public established a degree of superiority in Sonys color television .As early as 1977 Sony innovated the television into a unique design and feature that allows the user to gently press control panel buttons to select channels. This model in particular became a major demand in the market. Sony also invented a television that give access to a television and stereo in one unit as early as 1980.The customer demand for the television changed from micro to macro in the 1990. Customers now enjoyed the luxury of a man-sized television. Hence, in 1990 Sony met with customers demands and launched its thirty-six inch high definition compatible color television. Technology in the new millennium, 2000 was innovating at a rapid rate, Sony, in order to maintain their competition released its10


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wireless television to allow users to view programs via radio waves. In 2002, Sony had developed their first line in Liquid Crystal Display (LCD) television that retained any unwanted sound while displaying advanced picture quality. The Bravia series which featured a special backlight system to achieve an amazing deep color and advanced high definition for a clear, crisp and detailed image was launched in 2005.The Sony bravia series which stands for best resolution audio visual integrated architecture are available in a variety of styles for instance the theatre image television allows the viewer the experience a cinema like home interior. In 2007 Sony introduced to the world the first organic light emitting diode (OLED) Television. This television was designed to allow the flow of current in one direction only while maintaining advantages such as high contrast and peak brightness, rapid response time to produce unparalleled image quality. At present Sony is still innovating their televisions with the ultra-thin Bravia LCD HD Television that features an advanced-edge lit LED backlight and also available in 3D. In terms of branding, Sony has a product line identified as the brand of electronics and the brand has an associated name with the capital letters SONY. The brand Sony has reputable status and prestige, customer loyalty and new and innovating products. Sony marketing segmentation consists of teenagers, young adults, and adults with relation to, electronics (computer, television, camera), Sony music and pictures, digital entertainment (play station) and mobile phone (Sony Ericsson) in relation to customers that variety to choose. To achieve a successful brand, Sony needs to have an effective product, a distinctive identity and added values which simply mean the feeling of confidence the brand, Sony is of higher quality than that from its competitors. Sony delivers the benefits for instance clear and crisp imaging with surround sound that captures the customers desire. However, Sony tends to be expensive but with advanced qualities and features, thus the pricing strategy is based on the customers perception of value. Sony is known for its innovative ideas and creating a difference, for instance the wireless television mention above. My perception of Sony is one that has a strong brand due to tremendous reputation and clear image. Sony is well known and widely advertised, either on websites or billboards; Sony also displays their brand when turning on and off the power from the television. Sony creates a difference that has personality, example, the advertising of the new 3D television is done by the famous singer, actor and Grammy award winner, Justin11


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Timberlake. This celebrity signifies a new generation developing, hence with 3D television. Furthermore, Sony linked their brand to its Bravia series creating a slogan which states the worlds first television for men and women. Again, with customers perception some may find the slogan appealing whereas others would be unsatisfied with the phrase. Sony uses positioning strategies for example Sony uses price as a characteristic of the brand, thus high pricing can be used as well as value pricing which reflects a competitive price and may create a perception of quality. Sony in a customers perception may be associated with reliable, expensive and modern. Sony displays Aesthetic styles in illustration of sight where Sony had innovated the television into a somewhat modern image as shown above and sound where it develops a clear surround sounding tone. Sony is not just a name but it is derived from a Latin word sonus which means sound. Additionally a brand must initiate emotions. Once a person hears about Sony, automatically one would think about electronic devices. In order to have corporate brand success, the following characteristics should be present: y y y y y Relevance-the identity reflects customers values Distinctiveness- its uniqueness from other brands Remains top of mind Share of heart- emotional connection with customers Customers are pleased to have the brand in their lives.

Apart from the following characteristics mentioned, Sony uses Goodwill to improve and maintain their brand and generate their sales. Sony maintains a reputation providing satisfactory quality and always innovating their products to meet the customers needs. However, Sony targets those interested in electronic as to increase wallet share; for example, Sony would have promotions of television combos where one may purchase a television and receive 20% off another electronic device purchased. Sony co branded with Ericsson to develop a mobile production. Ericsson known for their quality of end to end service will assist in strengthening Sony brand. The uniqueness of a set of characteristics associated with a brand is referred to Brand equity. It is however the perception that a brand name may be different. Sony consists of some degree of brand equity due to the fact it can charge a higher price and still maintain its customers. The company should be aware of the brand life cycle which at stage one is the implementation of the product, the product then entails sale growth whereby it reaches maturity and lastly starts to decline, at this point the company must innovate the product and restart the cycle.

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Conclusion All brands that were mentioned dedicated some sort of innovation to meet the customers needs. The brands showed strong marketing concepts which is the achievement of corporate goals through meeting and exceeding customer needs better than the competition. With regards to Sony a mission and vision statement should be developed to increase customer awareness. Secondly, more research and development needs to be enhanced as to guarantee customer satisfaction in todays high competition. As mentioned earlier pricing strategies are a form of creating customers perception but Sony could develop a more affordable line to target a different segment of customers.

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Reflective Essay The past three months escalated by, attending classes, meeting new people and acquiring friends, and molding myself into a future career building person. It was a major sacrifice to attend classes and continue to work simultaneously but I knew if I had not taken the classes my journey to success would not have started. Throughout the course, most sessions were interesting and high spirited. Studying this course gave me a more in dept knowledge, understanding and appreciation of the role and value of marketing, design and innovation to the organization. Paying attention to this course made me realize simple concepts of marketing, for example a main form of advertising is done orally, that is someone would mention a product to you. When I would like to purchase a product I look for attributes towards the product, price, place, and promotion. Marketing, had illustrated the importance of design and innovation in improving competitiveness. Numerous topics were lectured and discussed, particularly I found remarkably valuable is branding. Its a wide topic and included what I enjoyed the variance in customers14


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perception. The few sessions that were taught on branding were very participative. The lessons learnt about branding I found very valuable to me, for instance, I believed good products is not cheap whereas it may just apply as a branding strategy based on customer perception of value. Branding also made me become aware of products that were co-branding, for example most children dislike yogurt but when Yoplait co-

branded with nestle trix it resulting in new market segmentation. Branding inspired me through numerous theories that I were not aware of. One of my preferred theories is from Aaker(1991) where strong marketing words were chosen like, trust ,consistency and expectation, as mentioned in full theory in the assignment. The product or Service Brand Architecture was appealing where I acknowledged that brands are associated with functional benefits as well as emotional benefits. I understand that brands have different functions, for instance, brand loyalty plays an important role in branding along with market segmentation, status and prestige, and reducing perceived risks. When observing different brands I would notice the strengths that is simply to say if the brand is consistent, relevant properly positioned, if the pricing strategy is based on my perception of value and most importantly if the brand excels at delivering the benefits I truly desire. Secondly, I found valuable is the product innovation, because it draws awareness to the customer and possibly attract new market share. Innovation is known to be a vital element of business success. Innovation creates something in a way which is new, different and better. Myers and Marquis (1969) defined innovation as not a single action but a total process of interrelated sub processes. It is not just the conception of a new idea, nor the invention of a new device, nor the development of a new market. The process is all of these acting in an integrated manner. Rogers and Shoemaker (1972) stated that if the idea seems new and different to the individual, it is an innovation. When a product has innovated I would be aware to consider if there is any improved product performance and better value or lower cost. Innovation has taught me that with the right design and desire, it draws customers towards it. Hence, companies must constantly innovate; due to competitors imitate successful innovations.

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Along with branding and innovation, another topic that goes hand-in-hand is packaging and labeling .Besides innovation, a products package is a key opportunity to make an impression on a customer. I have known the purpose of packaging is to protect the product inside, however, after learning about packaging, I have acknowledged that packaging serves different purposes, for instance, packaging is uses as a marketing strategy. A package design must be noticeable, portraying what is inside and why the specific brand must be purchased. Packaging must have trends, for example, a bottle of drinking water should be convenient, easy to hold and portable. The bottled water package can also be reused exposing the message on the label to the consumer. Therefore, labeling plays a vital role in packaging. Packaging aids in sales tasks,, competitive advantages and product safety of a product, whereas, labeling aides in indentifying, describing and promoting a product. The contributions that I participated to my class group and the module were the research done as a team member and shared any knowledge about products or services pertaining to the case studies or module. This was the first time working with a people in the group. My colleagues along with different perception also had variable personalities which made the involvement of group work interesting. Corporation was present at all times and work load was shared, the team member who felt they were stronger to present in certain case studies, would normally conduct the presentation, if necessary group members assisted in answering any questions from the class. The group developed Tuckmans (1965) stages of development, forming, storming, norming and performing. The first stages is forming of the team, the individuals are acquainted and a desire to be accepted by others to avoid any conflicts. The second stage is storming where a lot of different ideas come together to compete for consideration. Norming involves possibly giving up ones own ideas and agreeing with others to make the team function. Lastly performing is presenting agreed team idea. Throughout the course, the team that I was participating in luckily had no conflicts, ideas and knowledge were shared and any advice needed was sorted out as a group. The main barriers that are likely to create a problem in implementing some of my ideas and recommendations at my work place are the lack of management commitment and16


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mainly the culture of the staff. I would try to overcome these barriers by informing staff through the knowledge that I have gained and introducing the employees to marketing concepts and strategies taught to me throughout the designed course .Also in future if I am asked to comment or write about any marketing, design or innovation issue, I have sufficient knowledge to discuss the issues orally or documented.

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BibliographyPaul Trott (2008) Innovation Management and New Product Development 4th edition Prentice HallKeller, K.L. and Kotler, P. (2009) Marketing Management 13. Prentice Hall. Kotler, P., Saunders, J. and Armstrong, G (2004) Principles of Marketing: European edition (4th Ed) Harlow: FT/Prentice Hall.

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Introduction

Documents

Transcript of Introduction