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No plasma for Pioneer

September 5th, 2007 · No Comments

Pioneer says it will triple its typical marketing spend on its new range of high-performance Kuro TVs – but it won’t be using the word ‘plasma’ to sell them. Instead it says it will focus on ‘Kuro flat-panel displays’ for branding. Russ Johnston, Pioneer Electronics USA marketing and product development senior VP explains that this is because the Japanese firm is “not really interested in defining it as plasma TV, , or any other technology. Confusion is created by talking about technology and specifications and we’re trying to get that out of our language.”
A new marketing slogan ‘Seeing and hearing like never before,’ will be used across across Europe, Japan and North America. Johnston says the company is determined to “solidify the brand in the marketplace”

Tags: Corporate · Plasma · Trade

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