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 # 342 |
Case Study |
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# 342 |
Case Study |
| Toshiba Microwave Ovens Situation Toshiba, along with Hitachi, Masushita and Mitsubishi, is a primary manufacturer. It invented radar back in 1922, and supplies virtually all microwave oven brands (over 40) with their magnatron tubes. It also has its own branded line of Microwave Ovens. Problem Microwave
ovens, as a category, had not yet reached that magic acceptance of
concept
level that compelled everyone to want one. Toshiba knew that the
acceptance
was coming, but it needed to do what it could to inform and demonstrate
what the technology could do for average cooks to build interest in the
category and brand. Solution The I Did It! Campaign: Versatility isn’t something you just claim. You need to substantiate and then demonstrate.Toshiba had “The World’s Most Versatile Microwave Oven.” To prove it, the agency researched the competition and compared the individual number of Time, Power, Probe Temperature, and Heat & Hold settings on 40 different brands of microwave ovens. |
Toshiba
was the only brand that had: A. 720 Time Presets B. 604,000 Power Levels C. 20,000 Probe Temperature/Power Settings D. 1,208,000 Heat & Hold Power Settings E. 338,663,669,760,000,000,000 different combinations of settings An affidavit with copies of the research was filed with the media, dealers, and the Federal Trade Commission as substantiated proof of its claim. The agency knew that you don’t sell product with features and functions. The World’s Most Versatile Oven had to be sold by demonstrating benefits. To demonstrate versatility, the agency produced a :30 TV spot that featured an actual range of food prepared in microwave ovens. It also produced three full color magazine ads with similar examples of product actually cooked in microwave ovens by ordinary people. The agency also produced English and Spanish language radio spots, POP counter cards and posters, and an Advertising and Sales Promotion Co-Op Kit with slicks, scripts, produced dealer spots. A : 30/30 radio plan sell-in package that allowed dealers to leverage their accrued co-op allowances to buy :30 radio in conjunction with Toshiba at about 25% the normal rate was produced for Toshiba sales people to use at sell in. Results The I Did It Campaign made Toshiba the third most popular brand in the category after Amana and Litton. Record sell-through on this campaign established the distribution needed to capitalize on the explosion of market acceptance that was reached two years later. Toshiba’s market share eventually exceeded 20%. |
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