Prepare a study for marketing of a new HDTV specifically for the Austrian population

Résumé du document

The global functioning is quite easy: we integrate these functions directly in the HDTV. In fact this is not so complicated to do with the help of engineers this is a process which would not take a lot of time. In fact we want to integrate a DVD player, a hard drive with a capacity of 1 TO in order to stock data such as photos or videos, a stereo system and wireless connection in order to transfer music and films directly from your computer to your TV.

What we have defined is the specificity that divertissement has in our day to day life. When we consider our different targets, we see that what will help us is the fact that persons are ore more trying to have the last new technology for a question of look: it is great to show your neighbor that you can buy the last technological object.

One of the main target audiences of this kind of product is students and young people in general, because when you are young you have small place to live. What is interesting here is that they could have an "all in one" integrated system. We want to provide product which will be attractive because of its design and its technical characteristics by keeping an attractive price not too high and not too low: we know that psychologically speaking, price plays an important role in consumers mind

Extraits

[...] We are going to see in the next parts how we could improve our sales even if we are living in a bad economic context. Question Analyze the micro consumer picture How would you uncover and use the segmentation information about your target audience? If I had to select one thing and keep it in my mind I have learnt at ISM is the fact that the way of consumption of a country is cultural. Culture has an important impact on the way persons consume. As we have seen before, we are living in a difficult context where people have to reduce their expenditures. [...]

[...] Prepare a study for marketing of a new HDTV specifically for the Austrian population Table of Content What is consumer behavior? 3 Preface 3 General Idea 3 System functioning 4 Target audience we want to reach? 4 Distribution channel 5 Question Analyze the macro consumer picture 5 Population 5 Economical analysis 6 consumers consume”? 7 The difficulties trough the crisis 8 Question Analyze the micro consumer picture 9 How would you uncover and use the segmentation information about your target audience? [...]

[...] This is very interesting for us to know how much money does Austrian people expand and in which domain. As in many households, the most important capital expenditure is housing and energy ( 23.8 transport ( leisure, sports and hobbies ( 12.8 and food, non-alcoholic beverages ( 12.1 What we can say trough this analysis is the fact that of the household consumption is in the part that means more than a third of the study is miscellaneous that means an entire market could be open for us. [...]

[...] We have seen that basically there were five steps in the consumer decision making (problem recognition, perception, attitude formation, integration and learning). When the product represents an invest for the consumer, he has to think about the bought process in order to be sure that he is not doing a mistake. Our targets have been clearly defined before: students and young people. The main motivation to catch this kind of clients is the fact that the product is all in one, eco friendly and has an attractive price. [...]

[...] We are going to provide product in a German speaking country: Austria. It is really important in this country to speak the local language. In term of department composition we have to hire salesmen/women who manage this language well. The main argument we are going to use is the fact that our product is three products (HDTV, computer and hifi-system). It is less bulky than buying the three products alone and less expensive. Moreover, we have to play the eco- friendly way of working of our product: instead of having three products which are working, we have only one. [...]