A major challenge for new players in a market is to get “shelf space.” (This could include the digital world; for example, getting noticed among the millions of apps in Apple’s App Store). Syntax-Brillian faced such a dilemma in the early days of the changeover to HDTV, facing incumbents such as Sony, Samsung and Sharp to its Olevia brand.

After reading the article The No-Name Brand Behind the Latest Flat-Panel Price War, answer the following questions.

How did Olevia use all the components of the marketing mix to establish itself in this hotly competitive market?

Which component was the key it hoped would be the gateway to shelf space? Was it a push or pull strategy?

Why was it essential for Olevia to establish itself as a brand name as quickly as possible?

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