Abstract:

The paper relates a case history involving the development of a new range of small Philips colour televisions for overseas territories i.e. those outside Europe, the U.S.A. and Japan. Whilst such markets differ enormously, there are certain common features, and it was hoped that research could assist in the provision of a limited range of televisions from which countries could choose according to their needs. The project addressed three important markets: Hong Kong, Brazil and Australia - and examined the relative and overall acceptability of nine televisions, using a combination of dummy sets and photographs as stimuli; the Brand/Price Trade-Off technique was used to investigate aspects of pricing policy. Qualitative research was employed to assist interpretation of the quantified design test, and also to provide the necessary basis of under- standing for marketing action. Acceptance of the various televisions and their specific features was remarkably similar in the three markets, as were their image profiles. Thus a common range and strategy could be developed to meet the needs of diverse countries. This unified approach, made possible by the unequivocal research findings, proved of major benefit to the image and profitability of the company.