Stage 2 Completed - MARK 1012 Project Stage Two Report...

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Unformatted text preview: MARK 1012 Project Stage Two Report Executive Summary Unsought products are consumer goods and services that the consumer either doesnt know about or knows about but doesnt normally think of buying (Kotler, Adam, Denize & Armstrong p271). The 3D classes can be categorised as unsought products. Toshiba have developed a pair of Low Cross Talk glasses to address concerns about the image quality of 3D television. This may set Toshiba aside from other competitors, however companies such as LG have also developed this technology. Currently the low cross talk glasses are not available for sale. Research from PriceWaterhouseCoopers and The Neilsen Company study shows price to be the primary concern of consumers when entering the 3D television market, and subsequently, the 3D glasses market. By reducing the mark up on the 3D glasses Toshiba can improve their sales, market share and ultimately profits. Other concerns are lack of quality 3D television content. PriceWaterhouseCoopers claim to sustain a 24 hour 3D television channel, 3000 hours of 3D programming is required. Currently there is approximately 200 hours available. Toshibas traditional competitors within this category are Sony and Samsung as each company have produced high quality television products for years. All three companys advocate the quality if their products and maintain sales through the product concept. Emerging however, are new competitors speing in the 3D glasses category. Companys such as Xpand have developed a pair of universal 3D glasses which are compatible with any brand of television. This may pose a serious threat to Toshiba, as consumers may be more inclined to purchase 3D glasses which have mobility. Currently Toshiba glasses are restricted to Toshiba 3D televisions. Whilst the 3D glasses are in the growth stage, it may be sound marketing practice for Toshiba to continue developing 3D glasses which are only compatible with their line of televisions. This will help cover the initial expenses and may increase revenue. Once 3D televisions become more universal, Toshiba may to review this policy based on market conditions. If Toshiba are able to develop a superior quality set of 3D glasses 1 which are compatible across all 3D television sets, Toshiba can market 3D glasses uncoupled with their 3D televisions. Table of Contents Title Page......................................................................................................pg 1 Introduction...................................................................................................pg 4 The Current Marketing Situation (revised stage 1).......................................pg 5 Product Category Overview.........................................................................pg 20 Target Market...............................................................................................pg 20 2 Products.......................................................................................................pg 25Products....
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This note was uploaded on 12/12/2011 for the course MARK 1021 taught by Professor Mahhamde during the Three '11 term at University of New South Wales.

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Stage 2 Completed - MARK 1012 Project Stage Two Report...

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