Marketing Design & Innovation SID NO: 1031425/1

TABLE OF CONTENTS

Introduction

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Television is part of our day-to-day lives, it is the most intelligent and widespread media
form in the general media industry. It is a multi-media form that combines visual,
acoustical and psychological effects. Hence the influences that I have found appealing
are mentioned. Television has become the chief mean of obtaining information; an
individual can be aware information such as, world news, stock prices, weather reports
and entertainment information such as sports and events that are happening either
good or bad throughout the world. Television has become a tool to interact and learn
from society, also developing the education not only in the younger generation but also
adults. The television has influence a major part with the aspect on developing the
minds especially within the health sector, with wide-spread information on health issues
an individual would be well informed on numerous nutritious facts. Television has
shrunk the distance of the world making it much smaller and enlightens us to develop
our minds so much more than our ancestors.

Along with the positive influences mentioned, there is also the negative impact on the
television for instance, without the use of proper monitoring; children are exposed to
various channels that involve crime and sexual contents. Time should also be monitored
because it is said that too much time watching television can cause numerous eye
problems and nerve related health hazards. Statistically the advantages of the television
far out weigh the disadvantages of the widely used device.

Methodology

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Research and analysis for this assignment is extracted from secondary information from
news articles, broker reports and customer perception.

Objective

To examine how innovation of the television had revolutionizes over the past into a
universal environment.

“Innovation is not a single action but a total process of interrelated sub processes. It
is not just the conception of a new idea, nor the invention of a new device, or the
development of a new device, nor the development of a new market. The process is all
these things acting in an integrated fashion”. Myers and Marquis (1969)

Therefore, innovation can be viewed as a process that renews something that exists
and not, as is assumed, the introduction of something new. Innovation is known to
diffuse meaning the process by which innovation is communicated through certain
channels over time among the members of social system.

Everett Rogers (1962) theory of diffusion states “that an innovation (i.e., an idea, new
technique, new technology) diffuses or spreads through out society in a predictable
pattern. A few people will adopt an innovation as soon as they hear of it, other people
will take longer to try something new. The pattern is that of an “S” shaped curve.

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Timeline and History

1880s to 1899 Period of Dreams, Concepts and Initial Discoveries

1900 The word "Television" is first used

Early Experiments with a MECHANICAL scanning disc system. TV Picture is neon

1922 to 1927
orange and very small.

First Mechanical TV Sets sold to public -- At the peak, 42 US stations were in

1928 to 1934 operation using the Jenkins system.  However, picture quality is lacking.  Not
suitable for commercial use.  Electronic TV offers greater promise.

   

Early Experiments with All-Electronic Cathode Ray Television (the basic system we
1926 to 1935
have today)

Electronic (Experimental) TV begins broadcasting in Germany, England, Italy,

1935 to 1941
France, USA, Holland, etc.

Early 1940s Work begins on CBS Mechanical Color Television

Electronic (Commercial) Black & White Television begins broadcasting in United

July 1, 1941 
States

   

1942 to 1945  World War-II halts all TV sales and most all public broadcasting.

   

First American Post War TV set is RCA 630-TS  (Less than 7,000 TV sets in USA, pre
Late 1946
WW-II)

First Mechanical Color Television Set Placed on Market  (CBS-Columbia) at

June 25, 1951
$499.95.

Oct 20, 1951 Mechanical CBS Color TV Broadcasting ends forever

May 1954 First All-Electronic Color Television Set is RCA CT-100, selling at $1,000

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1987 Japanese demonstrate ANALOG high-definition TV system (called MUSE)

 General Instrument's Video Cipher division announces DIGITAL Hi-Definition

1990
System 

  Congress Passes the Telecommunications Act of 1995, replacing the old 1934
1995
laws

 Internet, World-Wide-Web explodes onto the scene -- ushering in new global

Late 1990s
communications for the 21st century!

In late 1920’s electronic technologies were being explored to capture, transmit and
display a visual image, this period was known as the Mechanical Television Era. In early
1930’s the first generation of televisions operated with a spinning disk and neon lam to
produce a blurry reddish-orange picture. During 1935-1941, electronic television was
perfected but with limited number of television sets available to the public. Countries
started to experiment with broadcasting. However, after World War II, during 1946-1949
television sets were added as a must have device. The explosion of the market share
occurred in America between 1948- 1949.Major innovation for the television manifested
with electronic color television and remote control. The public also noted the stylish
changes towards the television. Presently television has innovates tremendously,
television digital compared to analog in the past, also available are plasma screens,
high definition, 3D viewing. Along with all features mentioned, a variety of brands were
developed.

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Brands of television

“A brand is an intangible and critical component of what a company stands for, it implies
trust, consistency and a defined set of expectations about the company and its
products, from a customer’s perspective.”(Aaker 1991)

Some brands of television are:

 RCA (1939-1986)
 Toshiba (1952-Present)
 Sharp (1953)
 Panasonic (1959-Present)
 Sony (1960-Present)

The above mentioned brands would be discussed in relation to features, benefits, and
innovation. However, the brand Sony would also be critically examined in aspect of
brand appeal.

RCA

In 1939 RCA demonstrated an all electric television system and introduced the first
television test pattern in the United States of America, which was widely used until color
television gained popularity.RCA began selling televisions almost immediately after
world war II, they were one of the leading makers of vacuum tubes which is a device

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used to amplify, switch and create an electrical signal.RCA had a range of innovative
products, for instance, RCA developed an octal base metal tube this allowed more
complex tubes to be constructed. In 1959 RCA announced nuvista which was thimble
shaped but smaller than a thimble. Nuvistas were one of the highest performing small
signal receiving tubes and were widely used in the 1960’s beginning with RCA’s line of
color sets in 1961 famously known as the “New Vista”. A RCA television was very
expensive at that time due to their power in the market place; we could safely refer to
this brand as a price maker.

An image of an old television test pattern

Toshiba

Toshiba is a Japanese multinational conglomerate corporation. In 1952 Toshiba started

to manufacture the television and in 1960 introduced their color television set. Toshiba
was the first to produce the black stripe type cathode ray-tubes in 1972. This brand also
developed the first seventeen inch and twenty –one inch color television model. This
demand created a new and booming industry for Toshiba. With the review of RCA’s
data, Toshiba enhanced its performance for optimal brightness, contrast, color,
resolution and audio. Today, Toshiba is one of the leading brands when it comes to flat
panel television sets. Toshiba has innovated there television from the past to liquid
crystal display (LCD) television. With technology rapidly changing in today’s generation
Toshiba has joined the television competition with high definition television also
available to capture clear and crisp viewing. Toshiba’s newest creation is the 3D
technology which is presently high in demand which allows the viewer an awe-inspiring
dept, colors, details with an added dimension.

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Sharp

Sharp production of black and white televisions was produced in 1953.Sharp’s first
model was the TV-3 14T which was superlatively expensive. However, the company
held intensive training to its dealers resulting in the establishment of an understandable
system. Public interest in television grew and sharp produced approximately five
hundred television sets by the end of 1953.Sharp produced a more affordable television
model with a fourteen inch screen for public viewing. This was the standardize size in
television for years. Sharp brand was recognized as “presenting a new visual life.”The
television not only changed lifestyles but also brought about social changes .Output of
sharp products continued to grow resulting in five thousand televisions being produced
in a month. In 1960 Sharp was determined to launch their color television to meet the
needs of the new age. On account of sincere sales activities, sharp was in a favorable
market position and corporate performance. Sharp also had a program to provide
response to request or advice to customers on how to use electrical products
purchased. Consumers priorities began to change, the public wanted more colors, with
creative and innovative features. In 1977, sharp, innovated the television into EL
technology which gave the television a thinner appearance. Sharp, in 1978, launched
the world’s first picture-in-picture television allowing viewers to watch two channels at
once on a single picture tube. In 1987 sharp again innovated the television with the
liquid crystal display (LCD) television, audiences benefited with display sharpness and
clarity. In 1991 sharp introduced the first wall mount LCD television with different
designs to match different home interiors. Sharp in 1992, dispatched a high definition
television with an affordable price. The LCD television was innovated into the world’s
largest with 28 inch monitor in 1994.Sharp and Sony announced the use of plasma
technology to produce very high contrast and sharper images for a forty inch television
in the year 1996.Sharp televisions were manufactured in a variety of different colors and
design to offer user new ways to enjoy the product. In 2001 television as we know it was
totally transformed, sharp launched the “Aquos” LCD television, produced to add
elegance to one’s home interior.(as shown below).

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The customer demands was still changing and sharp had to stay in competition and
introduced the world’s largest LCD television measuring one hundred and eight inches
with featured technology to provide high image quality in 2007.Also in 2007 sharp and
Toshiba announced there agreement to collaborate to enhance there productivity with
respect to profitability and global competitiveness.

Panasonic

The company developed its first colored television in 1960 measuring twenty one inches
and included six different vacuum tubes to provide outstanding performance. Panasonic
expanded their brand throughout Europe in 1979.Panasonic was well in line with
competition and developed a reputation for reliable products. The world’s first twenty six
inch plasma television was created in 1996 by Panasonic, it featured larger yet thinner
screen that had a benefit to be a wall hanging display. In 2006, Panasonic announced
that it will stop producing analog television and focus on digital systems. Presently
Panasonic has a full range of LCD televisions, high definition and the most recent in the
market, the 3D television only introduced in 2010.

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A Brand is defined as “a name, term, symbol or design, or a combination of these,

intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of a competitor.(Kotler 1999)

Sony

Approximately 20 years after the inventory of the television, Sony invented its first
television which was the world’s first non-projection type portable transistor television,
which offered three choices of power input in 1960. Sony has immediately proven to be
innovative with its products from its first model, the TV8-301, this model allowed
introduction of personal television use .In 1962 Sony developed the smallest and
lightest television with the aim of attracting the TV entertainment to the automobile
environment. In 1968 Sony offered their first line of colored televisions which displayed
twice the brightness than the other leading brands at that time. The public established a
degree of superiority in Sony’s color television .As early as 1977 Sony innovated the
television into a unique design and feature that allows the user to gently press control
panel buttons to select channels. This model in particular became a major demand in
the market. Sony also invented a television that give access to a television and stereo in
one unit as early as 1980.The customer demand for the television changed from micro
to macro in the 1990. Customers now enjoyed the luxury of a man-sized television.
Hence, in 1990 Sony met with customer’s demands and launched its thirty-six inch high
definition compatible color television. Technology in the new millennium, 2000 was
innovating at a rapid rate, Sony, in order to maintain their competition released its
wireless television to allow users to view programs via radio waves. In 2002, Sony had
developed their first line in Liquid Crystal Display (LCD) television that retained any
unwanted sound while displaying advanced picture quality. The Bravia series which
featured a special backlight system to achieve an amazing deep color and advanced
high definition for a clear, crisp and detailed image was launched in 2005.The Sony
bravia series which stands for “best resolution audio visual integrated architecture are
available in a variety of styles for instance the theatre image television allows the viewer
the experience a cinema like home interior. In 2007 Sony introduced to the world the
first organic light emitting diode (OLED) Television. This television was designed to

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allow the flow of current in one direction only while maintaining advantages such as high
contrast and peak brightness, rapid response time to produce unparalleled image
quality. At present Sony is still innovating their televisions with the ultra-thin Bravia LCD
HD Television that features an advanced-edge lit LED backlight and also available in
3D.

In terms of branding, Sony has a product line identified as the brand of electronics and
the brand has an associated name with the capital letters SONY. The brand Sony has
reputable status and prestige, customer loyalty and new and innovating products. Sony
marketing segmentation consists of teenagers, young adults, and adults with relation to,
electronics (computer, television, camera), Sony music and pictures, digital
entertainment (play station) and mobile phone (Sony Ericsson) in relation to customers
that variety to choose.

To achieve a successful brand, Sony needs to have an effective product, a distinctive

identity and added values which simply mean the feeling of confidence the brand, Sony
is of higher quality than that from its competitors. Sony delivers the benefits for instance
clear and crisp imaging with surround sound that captures the customer’s desire.
However, Sony tends to be expensive but with advanced qualities and features, thus
the pricing strategy is based on the customer’s perception of value. Sony is known for
its innovative ideas and creating a difference, for instance the wireless television
mention above. My perception of Sony is one that has a strong brand due to
tremendous reputation and clear image. Sony is well known and widely advertised,
either on websites or billboards; Sony also displays their brand when turning on and off
the power from the television.

Sony creates a difference that has personality, example, the advertising of the new 3D
television is done by the famous singer, actor and Grammy award winner, Justin
Timberlake. This celebrity signifies a new generation developing, hence with 3D
television. Furthermore, Sony linked their brand to its Bravia series creating a slogan
which states the world’s first television for men and women. Again, with customer’s
perception some may find the slogan appealing whereas others would be unsatisfied
with the phrase. Sony uses positioning strategies for example Sony uses price as a
characteristic of the brand, thus high pricing can be used as well as value pricing which
reflects a competitive price and may create a perception of quality. Sony in a customer’s
perception may be associated with reliable, expensive and modern. Sony displays
Aesthetic styles in illustration of sight where Sony had innovated the television into a
somewhat modern image as shown above and sound where it develops a clear
surround sounding tone. Sony is not just a name but it is derived from a Latin word

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“sonus” which means sound. Additionally a brand must initiate emotions. Once a person
hears about Sony, automatically one would think about electronic devices.

In order to have corporate brand success, the following characteristics should be

present:

 Relevance-the identity reflects customer’s values

 Distinctiveness- its uniqueness from other brands
 Remains top of mind
 Share of heart- emotional connection with customers
 Customers are pleased to have the brand in their lives.

Apart from the following characteristics mentioned, Sony uses Goodwill to improve and
maintain their brand and generate their sales. Sony maintains a reputation providing
satisfactory quality and always innovating their products to meet the customer’s needs.
However, Sony targets those interested in electronic as to increase wallet share; for
example, Sony would have promotions of television combos where one may purchase a
television and receive 20% off another electronic device purchased. Sony co branded
with Ericsson to develop a mobile production. Ericsson known for their quality of end to
end service will assist in strengthening Sony brand. The uniqueness of a set of
characteristics associated with a brand is referred to Brand equity. It is however the
perception that a brand name may be different. Sony consists of some degree of brand
equity due to the fact it can charge a higher price and still maintain its customers. The
company should be aware of the brand life cycle which at stage one is the
implementation of the product, the product then entails sale growth whereby it reaches
maturity and lastly starts to decline, at this point the company must innovate the product
and restart the cycle.

Conclusion

All brands that were mentioned dedicated some sort of innovation to meet the
customer’s needs. The brands showed strong marketing concepts which is the
achievement of corporate goals through meeting and exceeding customer needs better
than the competition. With regards to Sony a mission and vision statement should be

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developed to increase customer awareness. Secondly, more research and development

needs to be enhanced as to guarantee customer satisfaction in today’s high
competition. As mentioned earlier pricing strategies are a form of creating customer’s
perception but Sony could develop a more affordable line to target a different segment
of customers.

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Reflective Essay

The past three months escalated by, attending classes, meeting new people and
acquiring friends, and molding myself into a future career building person. It was a
major sacrifice to attend classes and continue to work simultaneously but I knew if I had
not taken the classes my journey to success would not have started. Throughout the
course, most sessions were interesting and high spirited.

Studying this course gave me a more in dept knowledge, understanding and

appreciation of the role and value of marketing, design and innovation to the
organization. Paying attention to this course made me realize simple concepts of
marketing, for example a main form of advertising is done orally, that is someone would
mention a product to you. When I would like to purchase a product I look for attributes
towards the product, price, place, and promotion. Marketing, had illustrated the
importance of design and innovation in improving competitiveness.

Numerous topics were lectured and discussed, particularly I found remarkably valuable
is branding. It’s a wide topic and included what I enjoyed the variance in customer’s
perception. The few sessions that were taught on branding were very participative. The
lessons learnt about branding I found very valuable to me, for instance, I believed good
products is not cheap whereas it may just apply as a branding strategy based on
customer perception of value. Branding also made me become aware of products that
were co-branding, for example most children dislike yogurt but when Yoplait co-
branded with nestle trix it resulting in new market segmentation. Branding inspired me
through numerous theories that I were not aware of. One of my preferred theories is
from Aaker(1991) where strong marketing words were chosen like, “trust ,consistency

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and expectation,” as mentioned in full theory in the assignment. The product or Service
Brand Architecture was appealing where I acknowledged that brands are associated
with functional benefits as well as emotional benefits. I understand that brands have
different functions, for instance, brand loyalty plays an important role in branding along
with market segmentation, status and prestige, and reducing perceived risks. When
observing different brands I would notice the strengths that is simply to say if the brand
is consistent, relevant properly positioned, if the pricing strategy is based on my
perception of value and most importantly if the brand excels at delivering the benefits I
truly desire.

Secondly, I found valuable is the product innovation, because it draws awareness to the
customer and possibly attract new market share. Innovation is known to be a vital
element of business success. Innovation creates something in a way which is new,
different and better. Myers and Marquis (1969) defined innovation as “not a single
action but a total process of interrelated sub processes. It is not just the conception of a
new idea, nor the invention of a new device, nor the development of a new market. The
process is all of these acting in an integrated manner.” Rogers and Shoemaker (1972)
stated that “if the idea seems new and different to the individual, it is an innovation.
When a product has innovated I would be aware to consider if there is any improved
product performance and better value or lower cost. Innovation has taught me that with
the right design and desire, it draws customers towards it. Hence, companies must
constantly innovate; due to competitors imitate successful innovations.

Along with branding and innovation, another topic that goes hand-in-hand is packaging
and labeling .Besides innovation, a product’s package is a key opportunity to make an
impression on a customer. I have known the purpose of packaging is to protect the
product inside, however, after learning about packaging, I have acknowledged that
packaging serves different purposes, for instance, packaging is uses as a marketing
strategy. A package design must be noticeable, portraying what is inside and why the
specific brand must be purchased. Packaging must have trends, for example, a bottle of
drinking water should be convenient, easy to hold and portable. The bottled water
package can also be reused exposing the message on the label to the consumer.

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Therefore, labeling plays a vital role in packaging. Packaging aids in sales tasks,,
competitive advantages and product safety of a product, whereas, labeling aides in
indentifying, describing and promoting a product.

The contributions that I participated to my class group and the module were the
research done as a team member and shared any knowledge about products or
services pertaining to the case studies or module. This was the first time working with a
people in the group. My colleagues along with different perception also had variable
personalities which made the involvement of group work interesting. Corporation was
present at all times and work load was shared, the team member who felt they were
stronger to present in certain case studies, would normally conduct the presentation, if
necessary group members assisted in answering any questions from the class. The
group developed Tuckman’s (1965) stages of development,” forming, storming,
norming and performing.” The first stages is forming of the team, the individuals are
acquainted and a desire to be accepted by others to avoid any conflicts. The second
stage is storming where a lot of different ideas come together to compete for
consideration. Norming involves possibly giving up one’s own ideas and agreeing with
others to make the team function. Lastly performing is presenting agreed team idea.
Throughout the course, the team that I was participating in luckily had no conflicts, ideas
and knowledge were shared and any advice needed was sorted out as a group.

The main barriers that are likely to create a problem in implementing some of my ideas
and recommendations at my work place are the lack of management commitment and
mainly the culture of the staff. I would try to overcome these barriers by informing staff
through the knowledge that I have gained and introducing the employees to marketing
concepts and strategies taught to me throughout the designed course .Also in future if I
am asked to comment or write about any marketing, design or innovation issue, I have
sufficient knowledge to discuss the issues orally or documented.

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Bibliography

Paul Trott (2008) Innovation Management and New Product Development 4th edition
Prentice Hall

Keller, K.L. and Kotler, P. (2009) Marketing Management 13. Prentice Hall.

Kotler, P., Saunders, J. and Armstrong, G (2004) Principles of Marketing:

European edition (4th Ed) Harlow: FT/Prentice Hall.

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