february 200 5
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February 200 5. VP-D353 Sales Guide. I. Product Concept. 1. Background of Product Development. Samsung Camcorder needs a competitive model targeting the conventional shooting category, the biggest pie in the digital camcorder market. - PowerPoint PPT PresentationTRANSCRIPT
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VP-D353 Sales Guide
February 2005
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I. Product Concept1. Background of Product Development
• Samsung Camcorder needs a competitive model targeting the conventional shooting category, the biggest pie in the digital camcorder market.
• This product will replace analog camcorders, which will be no more produced. So the key point is to have price competitiveness.
2. Customer Benefit1) Affordable Price : $2992) Upgraded Movie Quality by New DSP (Visumax)3) Advanced Applications such as PictBridge, High Quality MPEG4 Movie Clip, USB2.0
3. Product Image
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II. Target Customer1. Main Target Customer : Diary Keeper
8
76543
8
7
6
5
4
3
Bourgeois(21.9%) Professionals
(5.0%)
Diary Keeper(36.3%)
EpisodeRecorder(16.9%)
Practical Mania(20.0%)
INVOLVEMENT
BU
YIN
G P
OW
ER
Ave. P. 5.29
Ave.P. 4.77
2. Target’s life style
3. Target’s unique needs in order
1) Use twice per month in average.
2) Low knowledge and usage of high-end or complicated features.
3) Main subjects are family events and children.
1) Value for money
2) Compactness and lightness
3) After Service
4) Durable products
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III. Product Positioning1. Positioning in terms of value factor
1. Retail Price
2. Function (memory card, MPEG clip )
4. Performance (video/audio/zoom)
5. Size/Weight/Design
8. Easy to Use
6. Power Consumption
9. Additional Features
3. Convergence with DSC
7. Durable and A/S
1 점 2 점 3 점 4 점 5 점Samsung Dragon-pj (VP-D353)Samsung’s 2004 Model (Delta2-PJ, VP-D103)Competitor’s 2004 Model (JVC, GR-D33)
Raised : $349 → $299
Raised : Slim, Luxurious
Raised : DSP6 화질 / 성능 개선
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III. Product Positioning2. Positioning in terms of price
’00 ’01 ’02 ’03 ’04
$199
$399
$599
$799
$999
$1199
$299
’05 ’06 ’07
$899
$699
$1099
$499
$1699
$2299$1999 $1999
$1899$1699
$3499
$1999
$1499
8mm
8mm LCD
MiniDV / D8
Mega Pix. DVD Cam 3CCD Cam
HD CamDragon-pj
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IV. Features1. Unique Selling Point
• Handy & Easy Digital Camcorder
: With upgrade DSP engine (Visumax), the consumers enjoy recording movies stills
without any hassles or inconvenience.
2. Product Key Feature
1) 20x Optical Zoom Lens
2) 2.5” LCD
3) 4 in 1 Multi Memory Card Slot (Option)
4) Built-in Memory Up to 64MB
5) USB2.0
6) High Quality MPEG4 Movie Clip (720x480, 30fps)
7) PictBridge
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IV. Unique Selling Proposition3. Adoption of new technology & Technology Terms
Concept - Enhance video performance by utilizing Samsung proprietary chip technology. * Image Quality Enhancer ( ex :CNIe, Digic-DV) * JPEG Expansion Technology * Noise Reduction Technology * Real Wide Mode for HDTV / Wide TV
※ Upgraded DSP Engine will be adopted to all 680K Pixel CCD Product
SVGA (800x600)
VGA (640x480)
530 line
500 line
[Wide Mode 16: 9][JPEG Size][Resolution] [Natural Color]
DSP5
(2004)
DSP6
(2005)
VGA (640x480)
Cinema Mode
Real Wide
Enhanced Video Quality with Upgraded DSP Engine
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IV. Unique Selling Proposition
16MB
32MB
16MB
32MB
32MB
64MB
Concept - Mass storage provides practical benefit to consumers.
Brand S.
Brand J./P.
Samsung
Multi MemoryCard Slot
Memory Card Slot + Built-in Flash Memory
16MB
※ Optional Feature by Model No.
3. Adoption of new technology & Technology Terms
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IV. Unique Selling Proposition
Concept - Faster USB Streaming from DVC to PC.
USB 1.1
USB 2.0
Max.12 Mbps
Max.480Mbps
USB 1.1 USB 2.0
12Mbps
※ Max. Speed 480Mbps
※ All new product will adopt USB 2.0 interface
USB 2.0
※ Actual Trasfer Rate is different according to the devices.
3. Adoption of new technology & Technology Terms
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IV. Unique Selling Proposition
2004 2005
DSP6
Concept - Lower bit rate with good image quality suitable for a personal movie album and e-mail.
QVGA size(320x240)
10Fps
MPEG4Movie
…
30Fps
D1 size(720x480)
MPEG4Movie
…
※ All new product will adopt high quality MPEG4 feature
High Quality MPEG4 Movie Clip & USB Streaming
3. Adoption of new technology & Technology Terms
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IV. Unique Selling Proposition
Concept - Direct print from a camcorder to a printer (No PC). - PictBridge enabled printers: Canon, HP, EPSON, Samsung and Olympus.
2004 2005
※ All new product will adopt PictBridge feature
PictBridge™3. Adoption of new technology & Technology Terms
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V. Competitors Comparison1. Comparison Table
Model Code & Picture
SC-D103 SC-D353 GR-D33 Lens 20x / 900x 20x / 900x 16x / 200x CCD 680K / 800K Pixel 680K / 800K Pixel 680K / 800K Pixel LCD / Viewfinder 2.5” / B&W 2.5” / B&W 2.5” / B&W Low Light Recording Light / IR / LSS IR / LSS LSS (Night Alive) Light / Flash Video Light - LED Light Image Stabilizer DIS DIS DIS PC Interface IEEE1394 / USB IEEE1394 / USB2.0 IEEE1394 Memory Card Memory Stick Slot Memory Stick Slot - Image Resolution VGA XGA - Movie Clip MPEG4 MPEG4 (VGA/30fps) - Volume / Weight 55x87.5x150 (721cc) 60x90x110 (594cc) 71x91x118 (762cc) Convenience 1 Easy-Q, EZ Navigator Easy-Q, EZ Navigator 520 line, 3D NR Convenience 2 PB Zoom, Multi Display PB Zoom, Multi Display F1.6 Price $349 $299 $399
Samsung2004
JVC2004
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VI. Summarized General Spec1. Key Specifications (SC-D35X)
Region NTSCModel code D351 D352 SC-D353 D354 D355Format → → MiniDV ← ←Resolution → → 520 line ← ←Zoom/Digital Zoom → → 20x / 900x ← ←CCD → → 680K ← ←LCD → → 2.5", 112K ← ←Viewfinder → → BW ← ColorAudio → → 12/16b PCM ← ←Image Stabilizer → → DIS ← ←IEEE1394 → → In/Out ← ←USB - → USB2.0 ← ←USB Stream. (For./size/F.Rate) - → M4/VG/15f ← ←Web camera (For./size/F.rate) - → MJ/QV/15f ← ←Memory Card Slot - - M.S. Slot ← MultiBuiltin Memory - - - 32M 64MMemory Card - - - - -JPEG Recording Size to Memory - - SVGA(800x600) ← ←MPEG Clip Format / size / F.Ratio - - M4/D1/30f ← ←Continuous Shot / Image Mix - → - / - ← ←JPEG Multi Display - → 6 pics ← ←Light / Nite Pix / LSS -/-/O O/O/O -/-/O O/O/O ←AV / S.Jack / Ext.Mic / H.phone → → O/O/O/- ← ←Beep Sound / Display / PB Zoom → → O/GUI/O ← ←Multi Lang./Batt. Check/Instant On → → O/10step/X ← ←Analog In → → X ← ORemocon / Accessory Shoe → → X/X O/X ←Battery Pack → → SB-LSM80 ← ←Carrying Case / Tape → → Opt./Opt. ← ←S-Cable / Scart Jack → → -/- ← ←Accessory Comment → → - ← ←
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VI. Summarized General Spec1. Key Specifications (VP-D35X)
Region PALModel code D351 D352 VP-D353 D354 D355Format → → MiniDV ← ←Resolution → → 520 line ← ←Zoom/Digital Zoom → → 20x / 900x ← ←CCD → → 800K ← ←LCD → → 2.5", 112K ← ←Viewfinder → → BW Color ←Audio → → 12/16b PCM ← ←Image Stabilizer → → DIS ← ←IEEE1394 → → Out ← ←USB - → USB2.0 ← ←USB Stream. (For./size/F.Rate) - → M4/VG/12.5f ← ←Web camera (For./size/F.rate) - → MJ/QV/12.5f ← ←Memory Card Slot - - M.S. Slot Multi ←Builtin Memory - - - 16M 64MMemory Card - - - - -JPEG Recording Size to Memory - - SVGA(800x600) ← ←MPEG Clip Format / size / F.Ratio - - M4/D1/25f ← ←Continuous Shot / Image Mix - - - / - ← ←JPEG Multi Display - - 6 pics ← ←Light / Nite Pix / LSS → -/O/O O/O/O ← ←AV / S.Jack / Ext.Mic / H.phone → → O/O/O/- ← ←Beep Sound / Display / PB Zoom → → O/GUI/O ← ←Multi Lang./Batt. Check/Instant On → → O/10step/X ← ←Analog In → → i Model Option ← ←Remocon / Accessory Shoe - X/X O/X ← ←Battery Pack → → SB-LSM80 ← ←Carrying Case / Tape → → Opt./Opt. ← ←S-Cable / Scart Jack → → Opt./Opt. ← ←Accessory Comment → → - ← ←