Toshiba: How advertising put the Tosh into Toshiba

Colour TV and hi-fi market was very competitive in 1984-5 with own-label products sourced from Far East. Brand held a static 3% share at the start of 1983, little presence in the rental market so depended on direct sales. Objective was to establish and lead the new Flat Square Tube sector, establishing their credentials. Consumers saw little difference between the brands, product reliability was the key. Using TV only brand share and sales increased over the 2 years in the relevant sectors. Succeeded in leading the FST sector as planned.