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Cree, Inc. Message Board

  • jpmarketer jpmarketer May 4, 2014 7:25 PM Flag

    Philips LED Advertising Spend

    It's very heavy right now, at least in the New York Market, but probably national. It is raising awareness of the whole LED segment in addition to awareness of/credibility for the Philips Brand.

    I am just starting to look at CREE and I don't yet understand each company's competitive position, share, pricing, etc.

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    • Id have to agree : Cree is obviously best of class and deserves a buy rating. This site has become a magnet for the type of bashing skuum you find in septic tanks. Cree has the best products and will win in the end.

    • Just Google "Philips led light bulb ad" and you will see all sorts of Philips advertising just like the advertisements on CBS during "60 Minutes."

      Also when you type "Philips LED" into Home Depot website search function, you get "307 instances", when you tyoe in "CREE LED," you get "79 instances."

      Conclusion: Philips has more than 3X the presence at Home Depot than CREE.

      • 3 Replies to jcreamer009
      • Hello Creamer,

        I don't want to get involved in the backs and forth. I trade short term -- sometimes long, sometimes short, and I don't pump or bash. Your comment about the "instances" is something in my wheelhouse.

        The facts you presented are one piece of the story -- But there are many more measures of both "presence" as you put it, and performance for a brand in a retail store. So here are some of my thoughts/questions --

        More instances on the web site -- does this mean more SKU's stocked for Philips? if yes, is their product line rationalized? What percentage of total sales volume does each Philips SKU account for? Expressed in both volume and dollars. NOW, we start to get a feel for their "presence" in-store. We do the same thing for CREE, compare, and it's very telling.

        But there's so much more.

        For both Brands -- what is the total amount of shelf space, how many facings? How often is each brand "featured," in HD's advertising, and then displayed (ie an endcap display) to execute against the feature ad (regardless of the medium -- circular, hard copy, online, facebook, TV, doesn't matter).

        How often is each brand price promoted, and what does the ins-store merchandising look like.

        There are many, many mre things that determine a Brand's presence in a retailer. I've centered in on the in-store piece. Multiply that by 3 for online considerations.

        And BY THE WAY, WHAT IS GOING ON PAST TEN MINUTES -- VOLUME ALREADY AT DAILY AVERAGE AND PPS UP 3% WHILE naz DOWN -.25%. THAT HAD THE FLAVOR OF A SHORT SQUEEZE JUST NOW, SO THERE'S NEWS IN THE PIPELINE, OR SOME OTHER CATALYST OUT THERE. And we just bumped along a 45+ bottom for a week.

      • care to compare the sales numbers, jcreamer009? Must be that Phillips presence. Are you counting the wooden shoes SKUS????

        Sentiment: Strong Buy

      • But when you go to the HD website and click over into the LED light bulbs page 16 out of 24 products listed are CREE units. That says it all. buttcream.

 
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