Marketing, Advertising, Branding

Case Studies

Defeating a dominant technology

Plasma technology was the first and dominant entry into the large size, flat panel TV market. This electronics manufacturer wanted to introduce an alternate technology that had advantages but was not ready to compete on size. We identified the key psychographic profile beyond simply early adopters and positioned the product as the smart choice in this highly competitive segment.

Business Result: Highly successful launch achieved leadership in unit sales for flat screens and a strong base for future introduction of larger screen models.

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