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Last Updated: Oct 12th, 2006 - 09:17:38 |
Austin, TEXAS, January 23, 2006 - TFCinfo, the worldwide leader in AV market research, has completed its heralded annual brand benchmarking study of experienced users and purchasers, called TFCinfo Projector Brand Strength Study 2006. TFCinfo measures the strength of multimedia projector brands in the five most important market segments in the AV industry: large corporations, small-and-medium-sized businesses, small office and home users, government, and education.
This year's study reveals significant movement in projector brand strength among competitors. Some brands are solidifying their position; some brands are moving up and moving up quickly; others remain stagnant. Although for some brands, their numerical scores remain the same as last year, their relative strength scores are falling, allowing other competitors to sneak by and take their brand’s top spot.
"Many manufacturers used the analysis from last year's TFCinfo Projector Brand Strength Study to fine-tune their brand strategy and marketing communication. They created a clear message, which reinforced that which customers already believed about them and coupled their message with action. These companies will see positive gains in the way customers think about their brand as measured and analyzed in this year's Brand Strength Survey results" states Tanya Lippke, TFCinfo's manager of survey market research. "The projector market is maturing and each year brand is becoming more important to customers as a buying criterion. It's not enough to rely on past brand name strength."
Some of the movers and shakers from this research include:
Strongest Brand: InFocus
InFocus is the strongest brand in the projection industry! InFocus is #1 in each market segment surveyed on both unaided and aided brand awareness. InFocus has achieved and maintained their position as the brand leader across all market segments surveyed.
Most Improved Awareness: Dell
Dell began a few years ago with barely any projector brand awareness. Through tracking, TFCinfo has seen the Dell brand moving up and moving up fast in rankings among projector users and buyers. Dell has gone from #26 to #13 on unaided brand awareness and from #22 to #11 on aided awareness. Compared to last year, Dell improved their percentages on each and every market segment surveyed on aided awareness (with the greatest gain coming from individual market segments).
Most Potential to Make a Mark in ALL Market Segments: NEC
NEC has moved up just enough on unaided free recall to settle into the #3 spot for the first time! NEC is beginning to consolidate its position within the more business-oriented segments, and is successfully transferring its positive image and reputation to the government market. NEC is a well-rounded brand to watch, as more users and purchasers in both government and education take notice.
Best Break Through: Panasonic
TFCinfo sees a strong push from Panasonic over the past several years in awareness and important image criteria. With their building momentum, this year Panasonic is able to break into the coveted top five on awareness. Panasonic also has some stellar end-user perception scores on many of the most important brand affinity attributes.
Most Focused: Epson
Epson has another great performance, this year, among those in the education market. Epson is a brand used, considered, and even most-desired among those in this segment. Epson also improved upon their position and brand image with government users.
Most Potential: Mitsubishi
With the right distribution and the right marketing, Mitsubishi would be one to watch. It is important to stress that awareness is only one aspect of a strong brand. Mitsubishi's awareness levels are not in line with top brands, but their brand image is strong and clear - a feat difficult to achieve. Mitsubishi's brand image is even more distinct than some of the top brands with more market share. Mitsubishi enjoys a top-five finish in important areas such as "quality/reliability," "price, best investment most for money," and "customer service support." Mitsubishi has a great brand image; their challenge comes in getting this across to those who are unaware of the brand or who have yet to try.
Honorable Mention: Sony
Sony performs well on an aided awareness basis, but has lost some ground. They were bumped out of the number three position in three of the five market segments surveyed. Sony is one of the most considered brands for purchase. Their brand image is strong, and correlated with quality, but at a price.
Tracking Brands - Projectors and Plasma
This is the 5th consecutive year that TFCinfo has conducted projector or plasma brand tracking research to aid companies in managing their brand strength and perception. Knowing and analyzing each aspect of what experienced individuals in each of these market segments think of your brand - positive or negative - is the most basic of all strategic marketing needs.
For a complete brochure of this study, or for more information on purchasing, please contact Tanya Lippke, Manager of Survey Market Research, at (207) 783-0055 or tmlippke@tfcinfo.com.
ProAV magazine is TFCinfo's acknowledged media partner in the projector brand strength studies.
© Copyright 2004 by TFCinfo.com
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