Tuesday March 4 4:01 PM EDT
Toshiba begins U.S. shipment of DVD Movie Players -- Nationwide Rollout Accompanied By Aggressive Marketing Campaign --
WAYNE, N.J.--(BUSINESS WIRE)--March 4, 1997--Toshiba America Consumer Products, Inc. today announced it has begun shipping its first two DVD movie players, the high-performance Model SD-2006 and the state-of-the-art Model SD-3006 (manufacturer's suggested retail prices: $599 and $699, respectively) to U.S. retailers. The players will be available on store shelves this month, with the company's most aggressive marketing activities to be concentrated in the seven cities initially targeted for software availability -- New York, Chicago, Dallas, Los Angeles, San Francisco, Seattle and Washington D.C. Partnership Promotions
To support the rollout of its DVD players in the U.S., Toshiba has forged alliances with several companies to create innovative, value-added promotions for consumers. First, the company has teamed up with Warner Home Video for a special promotion which will provide DVD hardware purchasers with a mail-in offer good for $25 off the price of Warner-distributed DVD titles. Also in cooperation with Warner Home Video, Toshiba will conduct special full-day DVD training seminars for software-only retailers in the seven initial launch markets, exposing them to the advantages of including DVD as part of their entertainment offerings.
In addition, Toshiba has made an agreement with Ingram Entertainment, the country's largest video software distributor, which will provide Toshiba retailers with DVD software pre-packs featuring a wide assortment of DVD movie titles from major Hollywood studios.
To insure DVD purchasers receive optimum picture and sound quality, Toshiba is also packaging coupons good for up to $20 worth of rebates on high-performance Monster Cable products with both its new DVD players.
Toshiba is also launching a major hardware promotion in March designed to help identify DVD as the ideal home theater centerpiece while boosting sales in a wide range of hardware products. The "Big Screen Bonus" promotion, which runs from March 1, 1997 to April 30, 1997, rewards consumers with bonus checks for up to $250 worth of additional store merchandise when they purchase a Toshiba DVD player, DSS system or home theater audio system along with a Toshiba large-screen TV.
Promotional Materials For Maximum In-Store Impact
To help retailers generate maximum in-store excitement for Toshiba's new DVD players, the company is providing a full complement of attention-getting promotional materials, including colorful posters, wrap-around and riser displays, shelf-talkers, counter cards and more. Toshiba is also offering retailers a special "launch box" sales kit that includes various point-of-purchase materials plus an entertaining promotional video tape for in-store use. Retailers will also receive
an exclusively produced DVD demonstration and training disc that fully explains all the benefits of the format.
Finally, continuing its aggressive in-market DVD sales training effort with a special launch program, a Toshiba representative will visit each Toshiba hardware dealer in the initial seven DVD software markets for a personal training session.
"You've Got Senses, Use Them" Ad Campaign
Toshiba's DVD launch is being backed by the company's multi-million dollar TV, radio and print advertising campaign which began last month. The bold "You've Got Senses, Use Them" ad campaign features a 30-second TV spot which debuted last month during NBC's "Must See TV"
primetime viewing lineup and will continue throughout March on national cable and broadcast networks.
"As the leader of the DVD revolution, Toshiba is delighted to bring its first two players to the U.S. market," noted Steve Nickerson, Vice President, Video Marketing. "Not only do our DVD players represent the very best value and performance available in DVD today, but because we are backing this launch with such a wide array of powerful marketing materials and promotional programs, retailers can take full advantage of the opportunity that this new format offers. We fully expect that the combination of aggressive marketing, advertising and sales support will result in very positive consumer response that will continue to grow as more software becomes available and the broad base of Americans discover the difference that DVD can make in their lives."
Toshiba America Consumer Products, Inc. is an independent operating company, owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide.
CONTACT: Liz Reinertsen
Dobbin/Bolgla Associates
(212) 388-1400
E-mail: liz_reinertsen@dba-pr.com |
