A major challenge for new players in a market is to get “shelf space.” (This could include the digital world; for example, getting noticed among the millions of apps in Apple’s App Store). Syntax-Brillian faced such a dilemma in the early days of the changeover to HDTV, facing incumbents such as Sony, Samsung and Sharp to its Olevia brand.
After reading the article The No-Name Brand Behind the Latest Flat-Panel Price War, answer the following questions.
- How did Olevia use all the components of the marketing mix to establish itself in this hotly competitive market?
- Which component was the key it hoped would be the gateway to shelf space? Was it a push or pull strategy?
- Why was it essential for Olevia to establish itself as a brand name as quickly as possible?