Jerry Ganguzza Sharp Electronics Corporation Director, Marketing

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Jerry GanguzzaSharp Electronics
CorporationDirector, Marketing

• LCD Products Division
• B2B
• Professional LCD/DLP Projectors
• Professional LCD Flat Panel Displays

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About Sharp and How We Sell

• Sharp Corporation is a Japan based international
  consumer electronics company with subsidiaries
  world-wide.
• Sharp Electronics Corporation is a US based
  company that purchases product from Sharp
  Corporation, Japan.
• Sharp Electronics distributes product through a
  national dealer and distributor network.
• Our dealer network then sells product to the
  end-user
• Our dealers and distributors are our key
  customers, followed by the end-user community.

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Marketing Activities

• Market Research/Analysis
• Product Line Branding
• Distribution Channels
• Programs and Promotions
• Public Relations
• Advertising
• Direct Marketing
• E-mail
• Direct Mail
• Telemarketing
• Collateral Material
• Website Development and Maintenance
• Trade Shows and Events
• Results Tracking

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Market Research/Analysis

• Ensure that market calls for specific product
• Market Demand
• Market Saturation

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U.S. DIRECT VIEW BUSINESS FORECAST 2002-2006
Units
Revenue
Units/Revenue/ASP/Screen Size
(CAGR 87.5)
(CAGR 41.8)
Thousands
Millions
ASP
Screen Size 2002 vs. 2006
(CAGR 22.4)
868.4
29.6
Millions
-52.8
Screen Size
44.8
466.6
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Market / Product Trends

• 2004 Market Segment Unit Estimates

• Estimates developed in cooperation with
  Shenken Associates, 2003.
• PMA / TFCInfo / Dun Bradstreet Mapping
  Analysis
• End-user survey panel results n350

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Market Research/Analysis

• Ensure that market calls for specific product
• Market Demand
• Market Saturation
• Define Product Specifications
• Telemarketing and on-line surveys
• Key end-user visits (Universities, Johnson
  Johnson, etc.)
• Dealer/Distributor feedback
• Follow market trends
• ie. - Projector trend is leaning heavily towards
  low-end smaller, lighter and brighter projectors.
  Less market and demand for high-end, heavy
  permanent installed projectors.
• Competitive Research
• Market Data Collection from end-users
• SharpER

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Product Line Branding
For Unforgettable Presentations!
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Distribution Channels

• After Market Data is collected and tallied, the
  proper distribution channel(s) are selected to
  sell the product
• Pro Audio Visual Dealers
• Audio Visual Distributors
• PC Channel Distributors
• PC Channel Resellers
• Direct Sales from Sharp

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Programs and Promotions

• As product is launched, dealer/distributor/reselle
  r/end-user programs and promotions are developed
• Initial Buy-In promos for dealers/distributors/res
  ellers
• Buy 10 get 1 free
• Buy 10 get 10 off entire order
• Mix and Match Promo
• 2, 4, 6 promo
• End-user Promo
• Rebates
• Free Replacement Lamp
• Free extended warranty
• As market shifts and competition counter offers,
  programs and promotions are developed to maintain
  sales

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Public Relations

• Press Releases
• Product
• geared toward new product release
• Non-Product
• geared toward unique service or program
• Press Trade Event
• Editors from trade publications invited for
  product launch
• Analyst Event
• Top market analysts invited for product launch
• Trade Show Support
• Analysts, editors, writers, publishers visit
  booth
• and need product and industry information and
  trends

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Advertising

• Print Ad
• Creative process
• Media Selection and placement or deck
• On-Line Web Banners or Skyscrapers
• Creative process
• Media Selection and placement or advertising
  deck

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LPD 03L Online Ad Campaign Schedule
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Advertising

• Print Ad
• Creative process
• Media Selection and placement or deck
• On-Line Web Banners or Skyscrapers
• Creative process
• Media Selection and placement or deck
• Do we want to Capture Data, Increase Sales or
  Both?
• Results Tracking

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Direct Marketing

• E-mail
• Creative Content
• Product Sales or Newsletter
• HTML, Clickable Text or Plain Text? (Format
  sniffers)
• List selection
• Cadence and Frequency
• Spam issues/Opt-in

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Direct Marketing
HTML E-MAIL
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Direct Marketing
CLICKABLE TEXT E-MAIL
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Direct Marketing
PLAIN TEXT E-MAIL
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Direct Marketing

• E-mail
• Creative Content
• Product Sales or Newsletter
• HTML, Pure Text or Clickable Text? (Format
  sniffers)
• List selection
• Cadence and Frequency
• Spam issues/Opt-in
• Direct Mail
• Creative Content
• List Selection
• Cadence and Frequency
• Telemarketing
• Inbound
• Outbound
• Scripting

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Collateral Material Development

• New Product Introduction Sheet NPI
• Full Color Brochure
• Print and PDF for on-line downloads
• Product Digital Photography
• Competitive Comparisons
• Print and on-line C.O.M.P.A.S.S.
• Bid Specs
• Feature, Function, Benefit Charts FFB
• At-A-Glance Charts
• Other Sales Tools
• Collateral Fulfillment

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Website Development and Maintenance

• SharpUSA.com Our Corporate website
• Upload content as new products are introduced
• Daily Maintenance of current postings
• S.M.A.R.T. Sharp Marketing And Resource Tool
• Our Dealer Extranet site for all marketing and
  sales information
• Upload content as new products are introduced
• Daily Maintenance of current postings
• Security (Account/Password/Security Level)
  Maintenance
• SharpRewards.com Our on-line sales incentive
  website
• Maintain rewards program files and incentives for
  each model
• Sales representatives earn for each unit sold!

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Trade Shows and Events

• Show/Expo Selection Process
• Choosing the right shows
• Booth size and selection process
• Pre-show marketing
• Preparation Exhibit House Selection
• Booth Duty Schedule/Press/Special Events
• Giveaways
• Lead Capture
• Set-up/Tear-down
• Post-show marketing

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Marketing Results Tracking

• E-marketing software package that integrates all
  marketing activities into one database
• Allows us to interface with the customer or
  prospect in the way that they want to be
  communicated to via
• E-mail
• Snail mail
• Phone
• Fax
• True CRM and One to One marketing!
• Allows data reporting and data output to be
• used by other systems and divisions within Sharp

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Sharp and SAP

• Sharp is a Japan based international consumer
  electronics company with subsidiaries world-wide.
• Sharp Electronics Corporation, USA (SEC), a
  subsidiary of Sharp Corporation, Japan (SC)
  purchases product from SC. We are in essence, a
  customer of SC.
• ALL Sharp subsidiaries world-wide are integrated
  via SAP an ERP software system. This allows all
  departments within the company to use a common
  database effectively and efficiently for
• Supply and demand of product and parts for
  manufacturing
• Product Marketing
• Inventory Control
• Finance, Credit and Accounting
• Order Processing
• E-Sales
• Shipping and Delivery (Traffic)
• Internal Purchasing
• Reporting

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Marketing and SAP

• Sales tracking and reporting to identify
  marketing trends such as
• Slow moving product needs a push from marketing
  to increase sales.
• Fast moving product needs to be re-ordered from
  the factory
• Customer (Dealer/Distributor) accounts need to be
  current
• Product/Model codes need to be current
• SAP is the back-end to our Internet Business
  System (IBS) on-line ordering system
• Data sharing between Sharp and on-line product
  information providers

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