Mini-projector, smaller and sleeker than the
typical projectors and equipped for entertainment, has garnered some popularity
in recent years. However, the category is still in its infancy: awareness and
penetration are low, target audience not entirely clear, and little
differentiation among existing players.
Is the market for mini-projector mini?
Our client is a rising star in the bourgeoning
SmartTV segment. Mini-projector has always been a nice add-on to the main
business but it was commonly believed to be a much smaller segment and a
potential substitute and thus a threat to SmartTV.
Taking a consumer-centric approach, Illuminera
quickly realized that Mini-projector is not merely another “screen”. Consumers
typically don’t use as an alternative to TV. Cinematic experience at home is
the main driver for many. With this critical insight, the team sized up the
potential market and demonstrated that mini-projector deserves more attention
and efforts. In fact, it has the possibilities to become a substantial product
category on its own.
Develop and conquer: charting the strategy to win
To ensure our client has the best chance to
profitably develop the mini-projector market, Illuminera carried out detailed
market analysis and segmentation to help identify the target audience and identify
the winning formula to target the selected segments.
After profound studies, we found that the mini
projector consumers can be divided into five categories, each with their own
needs and desires and therefore different business implications for our client.
For example, the Tech-savvy tend to be early adopters but they tend to favor
new gadgets, lack long-term loyalty and only makes up a tiny portion of the
total market.
After target group was selected, Illuminera
defined the ideal product portfolio line-up, product specs, key product selling
points, as well as the strategy for the over-arching brand.
Our strategy was accepted and now the client is
on its way to develop this potentially lucrative category. Another mission
accomplished for the team. But this time, in addition to the regular probe into
brand and product strategy, the team is especially proud that they helped
elevating the importance of mini-projector in client’s portfolio.
