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EMC
2013

2013
Go To Market Strategy

Version 1.1
Ingmar Heck
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1. Recent consumers trend and our strategy

2. Recent retailers trend and our strategy

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1. Recent consumers trend and our strategy

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Conventional Alpine Business Model

Alpine
Demo car Technical supports

Events

Dealers

Store POP

Car HiFi magazines Consumers

Catalogue

Push marketing => Less effective

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Vertical

Influence to the consumers decision making

Advertising budget => sharp cut in industry
Store investment to C/A => continuous drop

Alpine

Dealers

Internet media

Got connected
Consumers Consumers Consumers

Horizontal Consumers

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Recent aftermarket consumers

1. Little/ no knowledge of AFT products, brands and retailers 2. Not rich, but mid-low income 3. Doesnt spend as much time as before to consider/to decide car electronics equipment
Income Knowledge Purchasing Mid-low. (Mid-high or above already OEM user) Doesnt know APN well, Doesnt know car electronics well. Checks available solution/price on-line, checks evaluation/reputation on-line before visiting stores Wants items which will make his/her lifestyle more comfortable. Communication Wants connection SNS Few sympathy for any brands with one-way communication
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User = Communication Target

Emotional for Car / Car Life
Practical/Ease of use

( Mature )

Gen-X

( Youngster )

Gen-Y

Car is more than A to B transport Smartphone is highly important AVN target

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HU target

2. Recent retailers trend and our strategy

Car Audio Shop

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Recent trend of distribution channel

Point
1. Physical stores struggling. 2. On-line is taking share. +15%/yr in last years for CE. 3. Alpine to involve Specialist dealers and car dealership
General Trend Specialist
Still important share in many countries (15%~30%) Customer traffic down Less chance to use their installation know-how
Focusing on promotional (cheaper) products Less resources (Space/SKU/ inventory/Staff)
First contact point for Navi Options availability remains (AVN mostly) Importers business decreasing

On-line sales
Using their specialties (tech/installation know-how) Frequent/quick communications on line leadership in the communities Promotional-item oriented Reliability (store name) is one of strengths Delivery directly or at stores (+installation) n/a

Alpine stance/direction
Still key to promote added value / AVN Build relations (involved) Provide on-line sales support

Chains

Key to sell volume Provide POP for self-service sales style

Car dealers

Approach with specialist Chance for AVN (8) Provide promotion package Monitor users rating/ comments

E-retailer
(pure players)

Taking share continuously +15%/yr last year for CE

Price driven Users rating (sharing of real customers voice) Wide selection

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2013 Marketing Framework

Target User

Gen-X
( Mature )

Gen-Y
( Youngster )

Values Product
Specialist

Perfect Fit < car-by-car > 8 AVN DF AVN

Stay Connected < Link > Mirror-Link vTuner/aha

TuneIt

Key channel

Chain Car Dealer

Car dealers
Promotions
OneLook XL Promotion

Networking
Relation Building (w/Specialist)

Internet
Mobile Web Utilization

Chains
Volume sales promotions

Foundation
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Activities for gathering / monitoring consumer trend

Car dealers

Networking

Internet activities

Traditional Retailers

www

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 Promote Alpine navigation option (create awareness) Introduce Alpine brand more at car dealers (focus on volume car dealers)

Product appeal to Connected user Strengthen dealer training and communication

Further utilize mobile & desktop homepage Better integrate online tools with each companys marketing strategy

Launch new Head Unit lineup Promote value, not price

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