Approximately, 80-million, US households are headed by the aged fifty and above. What do they do in their spare time? Hit the clubs, frequent the flics, surf the net. No. Their primary recreational/entertainment activity is watching TV.
These 80 million all well know the Zenith brand and its once stellar reputation, the best in TV. They've also heard about the new Japanese brands and other better advertised/promoted Zenith competitors. So, which do they choose when they head to their local dealer or large superstore? Less than 15% select Zenith.
This (aged 50 and above) is a humongous, relatively affluent market segment that Zenith needs to better attack. Current marketing startegy of Zenith, however, is putting the zip back into Z...targeting the more hip, 20-40 year set.
Bill Sims, and staff, have done a terrible marketing job:
1. advertsing targeting to the wrong sector.
2. poor store product placement and education of sales personnel. Go to any Circuit City or Sears, and, I dare you to find a Zenith projection TV predominatly placed or favored by the sales personnel over RCA, Proscan, Mitsubishi, Sony or Hitachi.
3. no sales-incentive progams like RCA which offers free trips to dealers who sell the most.
Jeff and Bob, add this to the list for immediate attention....please.
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