TV Manufacturers Reveal Strategies
Kraft: The overall economy has certainly been impacted and consumer spending has slowed down a bit, so you will see them more focused on what their dollars are getting them in benefits. We've been much more retail-focused in our language and have partnered more closely with key partners, regardless of the economy. In some ways, the shock of last September will benefit our business; it has crystallized the need to work more closely with key dealers to make sure we're in lockstep with them.
DeMartin: Mitsubishi has always been the brand that lives on reputation and word of mouth versus mass-marketed brands. Everything we do is designed to provide the tools to enable our dealers to demo our products. We also realize that the retail landscape is changing and that we have to look at how to communicate our message. So we are taking our word of mouth online. With LaserVue, we're initiating a Carbon Neutral Campaign on Facebook whereby for the first 5,000 visitors who register, we will donate money to buy carbon offsets.
Holmes: Since 2007, JVC has targeted the CEDIA customer with D-ILA front projectors versus very large displays, which some other manufacturers still focus on. The front-projector customers we've developed are upscale, boutique-type customers, so the strength of the projector category makes it important that we challenge our engineers to continue to develop products in both our flat-panel displays and front projectors that match that level of expectation. The reason is that those boutique customers are also saying to integrators, 'While you're doing my home theater, where I'm putting in a 110-inch screen, I also need something very nice for the den. What do you have that's unique?' So we've expanded our product offerings at the upper end and also into new areas at the mainstream end, such as DVD and Blu-ray combos.