benq projector high brightness campaign sp870 marketing brief — updated 2008/2/1 (internal use...

BenQ Projector High Brightness CampaignSP870 Marketing Brief— Updated 2008/2/1(Internal Use Only)

BenQ Projector High Brightness CampaignSP870 Marketing Brief— Updated 2008/2/1(Internal Use Only)

Jennifer PS, HsiehBQP Marcom2008 / 2 / 1

Jennifer PS, HsiehBQP Marcom2008 / 2 / 1

2

BenQ Confidential December2007, BenQ Corporation

• The contents contained herein is time bound in nature; BENQ Corporation (and its affiliated companies) and the speaker do not make any express or/and implied warrant on the accuracy of the contents. Neither do indemnify any form of loss or damage occurred.

Strictly Strictly confidentialconfidential

3


Agenda

• Background (2008 Value Proposition / Key Stories)• High Brightness Campaign Marketing Communicati

on Plan

2008 Value Proposition and Key Stories

BenQ Confidential Decemberr2007, BenQ Corporation 5

2008 Product Segmentation

Best Value

WXGA Short

Throw Vivid Color

High Brightness

Mainstream Series

High End Series

Entry Series


2008 Value Proposition & Key Stories

Q3Q3

Q1Q1

Q2Q2

Best Big Visual ExperienceBest Big Visual Experience

WXGA Quietness Vivid ColorBrightness

Q4Q4 W2000

MP512 ST

MP522 ST

SP870

SP920

MP513

MP522

MP512

MP623

MP624

W700 ST

MP727

MP724 MP735

Short-throw

SP831

20072007 MP771


2008 Key Stories

High Brightness

Short Throw

Q1 Q2 Q3 Q4

SP870 (Jan.-B) 5,000 lmns

512st/522st (Jul.-E)

W700 st (Mar.-E)

SP920(Jun.-E) Dual Lamp

20082008

MP771 (07-E)

SP831 (07-M) 4,000 lmns


Rationale of Key Stories

• By having a reliable yearly roadmap, we identifies two key stories in the beginning of 2008.

• Key stories “High Brightness” and “Short Throw” will be communicated throughout 2008 with solid models support under each key stories.

• With the key stories, we could have a consistent tone and manner to communicate BenQ projector product image. We want to associate BenQ projector with “High Brightness” and “Short Throw” image.


High Brightness Campaign Agenda• Market Update• Marketing and Communication Objective • Price and Channel • Target Segments• Value Proposition / Product Brief• Deliverables from RO• Competitor Analysis

Market Update


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2004 2005 2006 2007 2008 2009 2010 2011 2012

A: VGA B: SVGA C: XGA D: SXGADTC 2007

Projector Resolution TrendsAccording to DTC data, XGA resolution will still be the mainstream in the business projector market.

50 %

74 %


Projector Brightness Trend

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2006 2007 2008 2009 2010

<1000 1000 to <1500 1500 to <20002000 to <2500 2500 to <3000 3000 to <35003500 to <4000 4000 to <5000 5000+

> 10%> 20%

Fast growth observed in > 3000 ANSI lumen segment

PMA, Jan 2007

Marketing Objective / Price and Channel Type

14BenQ Confidential (December/2007) 2007, BenQ Corporation

Marketing and Communication Objective• To claim more market share of high-end

projector market (more profitable), instead of fighting with competitors in the price war field of low-end projector market.

• To deliver “Brighter is Better”, “Brighter, Happier” message to encourage users to upgrade their projectors.

• Use sales talk to communicate SP870 is an affordable brightness model for those who want to upgrade their projectors.

15BenQ Confidential (December/2007) 2007, BenQ Corporation

15

Price and Channel Type

• Price : – BenQ/SP870 =$2,999 ; NEC/NP4000=$6,999;

Sanyo/DXT10L=$5,495; Mitsubishi/XL5980LU=$10,995; Panasonic/D5600UL=$11,500; Sharp/PH76X-N=$7,995; ViewSonic/PJ1172=$4,999

• Channel type:– Pro AV channels

• Channel’s character– Pro AV channels provide office IT equipments

total solution, they will suggest client what’s the most suitable equipments for the client that meets their needs.

Target Segments

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Projector Market Segmentation

Front ProjectorFront Projector

Business (50%)Education

(35%)Public

Display (2%)Home/

Consumer (13%)

Communicate ideasclearly and accurately

Mobile:Light weight,professional & stylish appealing

SMB/ SOHO:Low price

Corporate:Good performance

Auditorium:High brightness

Fulfill versatile demandfrom education market

Mobile:Light weight,fast operation

K12:Low price, anti-theftanti-dust

Higher Education:Best C/P ratio, anti-theftanti-dust

Auditorium:High brightness, anti-theftanti-dust

Experience big screen

Content Display:Good picture quality (WXGA) and high brightness

Commercial Display:Low price and high brightness

Hospitality:Anti-dust and low maintenance fee

Bring enjoyment to everyone

Home Cinema:-- Ultimate visual enjoymentElegant IDProfessional InputsDedicated video optical engineLeading contrastHome Entertainment:-- big screen for familyHome IDRich AV connectivitySpec oriented (Best C/P)Brightness > 1500 lmPersonal – big screen, everywhereFashionable IDExtreme smallSuper close projection

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Target Segments Mix

Business Large Venue

Public Display

Government & Education (High / Middle School)

40%

35%

25%

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Target Segments Profile

Who buys high brightness projector: Large corporates Government units Education (high/middle school)

Why do they use high brightness projector : Presentation/Speech in big meeting rooms Seminar/Class in large venue or auditorium Public display

What do they care: High brightness--- Image Clarity Easy installation & maintenance & Operation High reliability

Where do they buy: Pro AV

Value Proposition / Product Brief


High Brightness Campaign Value Proposition

BenQ’s SP series projector provides sufficient brightness to allow you to see the powerful prese

ntations with lights on !

SP831

4000 LMNS

SP870

5000 LMNS

SP920 6000 Lmns Dual Lamp Desi

gn

First Wave Second Wave

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First Wave Value PropositionNo need to turn the light off

anymore during the meeting, SP831/SP870 engages audiences with big, perfect images in fully lit

environments

No need to turn the light off anymore during the meeting,

SP831/SP870 engages audiences with big, perfect images in fully lit

environments

5,000 ANSI Lumens

BrilliantColor

UNISHAPE

3D Color Management

4,000 ANSI Lumens

SP870SP831

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SP870 Benefit TreeSP870

Image Clarity Humanity Features Reliable Design

5,000 ANSI Lumens

BrilliantColorTM

3D Color Management

sRGB

2000:1 Contrast Ratio

Power On/Off Tone

Presentation Timer

Panel Key Lock

Quick Auto Search

12V Trigger

Quick Cooling

MyScreen

High Altitude Mode

Auto Off

Security Password

Lamp Care

Wall Color Correction

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BrilliantColorBrilliantColorTMTMBrilliantColorBrilliantColorTMTM

Boost mid-tones by 50%

Regular 4 Segments CW(RBGW)

Golden Ratio 6 Segments CW (RBGYCW)

Not-So-Saturate & Greenish Color

More Vivid & Natural Color

BrilliantColorTM is a new cutting-edge technology that enables higher brightness levels by boosting mid-tone colors, resulting in more vibrant, precisely rendered colors.

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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3D Color Management3D Color Management3D Color Management3D Color Management

Original picture

ALL Saturation

Red Saturation

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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Wall Color Correction TechnologyWall Color Correction TechnologyWall Color Correction TechnologyWall Color Correction Technology

Have fun with consistent color in various environment light yellow: 2174 pink: 2138 light green: 2206 blue: 2210 / / /

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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– Remind you projector status!

1. Power on ring tone: Projector has been activated.2. Power off ring tone: Finish cooling, unplug and go!

How to enable or disable the Power On/Off Ring Tone?

Power On/Off TonePower On/Off Tone Power On/Off TonePower On/Off Tone

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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A thoughtful tool for presenters!

Presentation TimerPresentation TimerPresentation TimerPresentation Timer

Set up Timer

Easy to set up:

Show “Timer is ON” Final count downShow “Timer is OFF” when it’s over

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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Press it for 5 seconds

– Prevent the unnecessarily touch!

Oops! Someone touchedthe keypad!

Use remote control to unlock panel key!

Focus on presentation, no worries on projector!

or The panel keys are

now unlocked!

The panel keys are now locked!From keypad: press ▼ for 5sec

From Remote: press right key for 5 seconds or “MENU” to release from

OSD

Panel Key Lock Panel Key Lock Panel Key Lock Panel Key Lock

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

30


Still waste your time on searching source?

Just turn on Quick Auto Search and plug in cableThen get image in 2 seconds!

Quick Auto SearchQuick Auto SearchQuick Auto SearchQuick Auto Search

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

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Supply power for versatile equipmentsEasily enlarge connectivity!

12V trigger12V trigger12V trigger12V trigger

Electric Screen

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

32


Always show out your unique style!

Capture company logo or favorite picture as splash screen and lock it!

Splash Screen LockSplash Screen LockSplash Screen LockSplash Screen Lock

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

33


Lamp CareLamp CareLamp CareLamp Care

BriliantColor

Splash Screen Lock

12V Trigger

Quick Auto Search

Panel Key Lock

Presentation Timer


Power On/Off Tone

3D Color Manageme

nt

Lamp Care

Guarantee not to damage lamp

Lamp’s temp is too

high, to start

projector will damage

the lampLighting Lamp

Instruction

Lamp’s temp. is ok to start the projector

Active the fan to cool down the temperature of the lamp

Ignite the lamp to start project the image

When lamp’s temperature cooled enough, lamp will be ignited to start project the image

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Basic video input- Composite- S-videoD-sub output

D-sub input- Analog RGB- Component

Rear IR sensor

DVI-D input(Support HDCP)

Audio input

12V trigger

USB(mini B type)- For page up/down

RS-232

Wire remote

Component inY Pb/Cb Pr/Cr

Multi-Function ConnectionMulti-Function ConnectionMulti-Function ConnectionMulti-Function Connection

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11 picture modesImage

capture for Start-up-screen

Major function hot keys -Enter: confirm Menu/ Exit: access the OSD and return from OSDArrow key: Hot keys for keystone, FAQ and Panel key losck/ arrow keysAuto: auto adjustmentSource: source detectionBlank: hide imageDigital zoom hot key

Page up/down hot key

Laser pointer

Hot keys for Brightness and Contrast adjustment

Presentation timer setup hot key

Full Function Remote ControlFull Function Remote ControlFull Function Remote ControlFull Function Remote Control

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Wired Remote Control

Making the remote a wired controlThe remote control is equipped with a jack on the top allowing connection to the projector with a 2.5 mini jack cable available in the market(not a standard accessory). This feature helps you easily locate the remote control when needed as it is connected to the projector and within the distance no greater than the cable’s length.

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SP870 Competitor Comparison

Photo

Brand BenQ NEC Sanyo Mitsubishi Panasonic Sharp XG Series ViewSonic

Model SP870 NP4000 PDG-DXT10L XL5980LU PT-D5600UL XG-PH70X-N PJ1172MSRP(USD) $2,999 $6,999 $5,495 $10,995 $11,500 $7,995 $4,999

Brightness 5000 ANSI 5200 ANSI 5200 ANSI 5500 ANSI 5000 ANSI 5200 ANSI 4500 ANSI

Contrast 2000:1 2100:1 2100:1 600:1 2000:1 1200:1 800:1

Speakers 2.0W+ 2.0W 3.0W+ 3.0W 3.0W+ 3.0W 5.0W Mono No 3.0W+ 3.0W 1.0W+ 1.0W

Noise 33.0 dB 36.0 dB ** 35.0 dB 35.0 dB 37.0 dB 40.0 dB

Weight 4.9 kg(10.8 lbs) 17.0 kg 16.5 kg 9.0 kg 14.5 kg 13.7 kg 7.7 kg

Size (cm)(HxWxD)

11.5x37.5x27.720.9 x 50.5 x

38.519.8 x 50.5 x 38.5

17.5 x 44.2 x43.4

16.7 x 53.0 x42.9

18.0 x 41.1 x 47.0 16.0 x 41.9 x 32.0

Digital-in DVI-D (HDCP) DVI-D (HDCP) DVI-D (HDCP) DVI-D (HDCP) DVI-D (HDCP) DVI-D (HDCP) **

Wired(LAN) No Yes Yes No Yes Yes Yes

Zoom Manual Powered Powered Powered Powered Powered Powered, 1.50:1

Focus Manual Powered Powered Powered Powered Powered Powered

Lens Shift No Horiz + Vert Horiz + Vert Horiz + Vert Horiz + Vert Horiz + Vert Vertical

DigitalKeystone

Vertical Horiz + Vert Horiz + Vert Vertical Vertical Vertical Horiz + Vert

Option Lens No Yes Yes Yes Yes Yes No

Lamp Type 360W 260W DC 260W UHP 270W SHP 300W UHM ** 310W UHB

Lamp Life 3000 hours 2000 hours ** 1500 hours 4000 hours 2000 hours 2000 hours

Lamp Q'ty 1 2 2 1 2 2 1

Display Type 0.7" DLP(1) 0.7" DLP(1) 0.7" DLP(1) 1.3" PolySi 3LCD 0.7" DLP(1) 0.7" DLP(1) 1.0" PolySi 3LCD

Shipment Dec-07 Apr-07 Oct-07 May-06 Jul-06 Apr-07 Feb-05

Comments

**-Option lens - DinamicBlack

- Option lens- Option C/W(6

-Anti-TheftAlarm.-Option lens

- Lan(monitoring)** **

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Second Wave Value Proposition

SP920’s dual lamp design provides 6,000 ANSI Lumens of light output, so

you can produces crisp pictures in challenging large-venue lighting

environments.

SP920’s dual lamp design provides 6,000 ANSI Lumens of light output, so

you can produces crisp pictures in challenging large-venue lighting

environments.

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Dual Lamp @ Normal - 6000 AL, maximized lumen outputDual Lamp @ Eco - 4800 AL, redundancy for constant operationSingle Lamp @ Normal - 4000 AL, auto swapping for longevity

BenQ SP920

- Simple design with maximum brightness

- Dual Lamp with redundancy & flexibility

Dual LampDual LampDual LampDual Lamp

benq projector high brightness campaign sp870 marketing brief — updated 2008/2/1 (internal use...

Documents

benq confidential decemberr

confidential slide

benq confidential december2007

nature benq corporation

benq projector product

mp771 slide

lmns slide

market update slide