Friday, March 27, 2009

KL Design week

This weekend I'll be attending the KL design week. I'm excited and yet at the same time wondering if this will prove to be a thought provoking event or a disappointing one.

On my last trip to the Singapore design week 2 years ago the turn out for that event was also mediocre.

I wonder indeed how well this event with fair. Well, its off to the design week conference and I'll let you know how well the event went.


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Thursday, March 19, 2009

Is FujiFilm on the Right Track?

I read a very interesting article this morning on the business times site, It mentioned that Fujifilm (Malaysia) Sdn Bhd intends to sell 80,000 units of digital cameras this year.

In the article, the Senior Executive Director of Fujifilm Mr. Paul Ho mentioned this quote

"We believe that quality products matched by a strong advertising campaign will help us to achieve our sales target." (article)

Its my personal opinion this statement is inaccurate. First of, quality products. Everybody expects a product to be of quality before they would even consider buying it. So that statement of having quality products is not a strong differentiating statement. Having a strong advertising campaign would probably buy you some buzz time but in my opinion, the payback from the ad campaign might not translate to sales.

Its true that advertising is an integral part of any marketing process but herein lies the difference, it is an integral part and not the whole process.

My belief is that Fujifilm suffers from a very basic branding problem, being its name itself... FujiFilm. Fujifilm has built up its name in the consumers mind as being a camera film producing company. No one today uses films anymore in their cameras and Fujifilm has not been trying to rebrand themselves by moving away from the perception they are great at producing films to being great at producing digital cameras. So its obvious why this is a problem.

I believe that if Fujifilm does not address this problem, no matter how much advertising they spend its not going to help them gain market share.

But on the bright side, its good to know that with everyone else cutting back on advertising & promotion, Fujifilm intends to spend. That is a bold marketing move so it just remains to be seen whether or not they are spending their marketing budget correctly and on the right medium. An interesting case to follow...

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Friday, March 13, 2009

A great idea?

Great ideas mean nothing if they are not put into action.

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