Vizio Sells Voice-Activated Televisions, and Needs a Essay

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Vizio sells voice-activated televisions, and needs a marketing plan. The product is not a game-changer, so the company needs to have a message that emphasizes total value over gimmick novelty, if it actually intends to sell the sets. People buy televisions because of picture/sound quality, then price, and then other features, in order of importance (Katzmaier, 2013). The marketing plan needs to recognize this -- focusing on voice activation will get the company nowhere if the picture or value are poor.

The first part of the marketing plan is the place strategy. Vizio needs to sell its televisions in the places where consumers go to buy televisions -- no other approach makes any sense at all. Vizio therefore needs to look at both online and offline channels. There is significant overlap since most retailers utilize both channels. Key retailers of televisions are Best Buy, Wal-Mart, Target, Costco and Amazon. Vizio can also operate as its own vendor, as many companies to in order to increase their margins.

The promotion strategy needs to emphasize a total value message, with the voice-activation as a kicker, which accentuates the sales pitch. The pitch needs to be compelling without the kicker, to put Vizio in the conversation for people looking at new TVs, and then the voice activation serves as the kicker to put Vizio over the top. Because Vizio is a largely unknown brand, there also needs to be a focus on creating brand awareness and on establishing brand position. The optimal marketing message should assume some level of awareness and positioning, not because people have awareness, but because the company wants to present a strong image that conveys something to the effect of "you know your electronics, of course you know Vizio," an approach that challenges the audience to learn about Vizio.

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If the message merely informs about the company, this is a pedantic approach that does not offer the audience any reason to engage with the message.

Advertising and point of sale need to be a focal point for the marketing campaign for Vizio (Hose, 2013). POS is especially important because even if the advertising has created some level of awareness, Vizio needs to convert that awareness into action at the store level. Thus, POS serves as a reminder in-store for the customer to engage with Vizio again. Point of sale should reflect high-end positioning that emphasizes that Vizio has a superior product. This is necessary to ensure that the consumer's attention has been grabbed. Pricing strategy should also support high-end positioning (NetMBA, 2010), because Vizio is trying to establish a brand based on having more features -- more cool features -- than its competition. Thus, the positioning needs to reflect that Vizio's quality is in line with other companies, and then it gives you more because of the additional bells and whistles.

The next step is to create a sales promotions schedule. We do not wish to degrade the value of our new brand by discounting….....

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