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Pioneer Electronics USA, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Pioneer Electronics USA, Inc., headquartered in Long Beach, CA, is the sales & marketing arm of Pioneer North America. The U.S. divisions include mobile entertainment, home entertainment, business solutions, customer support, and strategic services. The company owns and licenses patents related to optical disc, hard disk drive, communication, karaoke, electronic commerce systems, and home theater systems. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue is not readily available. Therefore, the revenue figure presented below is that of the parent company. **

Main Telephone (310) 952-2000
Main Fax (310) 952-2402
Primary Address
1925 East Dominguez
Long Beach, CA 90810

Pioneer Electronics USA, Inc. Contacts

Contacts (5/6)
Name Title State
Greg P. Executive Vice President & Chief Legal Officer CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (310) 952-2000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1925 East Dominguez
Long Beach, CA

Russ J. Executive Vice President, Marketing & Corporate Communications CA
Ted C. Vice President, Marketing - Car Electronics Division CA
David A. Director, Marketing - Professional Sound & Visual Division CA
Cyrus L. Manager, Marketing CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Pioneer Audio & Video Systems *
Pioneer Electronics USA, Inc. *****
Mobile Entertainment *
Pioneer Mobile Entertainment *

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Delay leaves Pioneer feeling Blu

The Story
Pioneer Corp.’s launch of the next-generation DVD players will be delayed because of a technology glitch, according to The Wall Street Journal.
Pioneer’s player uses Blu-Ray technology to project high-definition DVDs. Reminiscent of the VHS-Beta battle of the 1980s, the Blu-Ray format will compete against HD-DVD, the high-definition format backed by Toshiba.
Toshiba launched its version of the HD-DVD player in Japan earlier this year. Sony Corp. plans to launch personal computers later this month with the Blu-Ray format. The company’s PlayStation 3 gaming platform will come equipped with a Blu-Ray player.
The Research
We called Pioneer Corp. to see how the delay affects the company's marketing plans.
Andy Parsons, senior vice president of new products, is the decision maker for Pioneer’s Blu-Ray products.
Parsons told us that the new launch date for the product is September. He said the marketing efforts won’t ramp up until the units start shipping to stores.
Pioneer isn’t targeting a mass audience with the first version of the high-definition DVD player. Initial shipments will hit the high-end theatre market. The gadget is expected to cost $1,800, so it will have limited mass-market appeal.
Parsons said he didn’t want to share any specifics on the marketing plans for competitive reasons.
According to The List database, Santa Monica, Calif.-based Rubin Postaer & Associates handles the Pioneer’s home entertainment marketing, a $15 million a year account held since 2003. San Francisco-based Grant Scott & Hurley have worked on Pioneer’s creative account since 2005.
The Direction
First off, this battle between Blu-Ray and HD-DVD will be huge – and marketing should play a major role in the outcome. By most accounts, Betamax was the superior format, but VHS won the battle of public perception.
With Pioneer specifically, we’d recommend approaching Parsons if your agency can help target these early adopters. A direct mail or interactive campaign targeting high-tech consumers may be a good start. Additionally, experience marketing to wealthy / affluent demographics would not fall on deaf ears.
As the market expands and the price drops, Pioneer will need to deliver a message to a wider audience. Agencies should position themselves now for this expanded marketing role. 
Pioneer Electronics USA, Inc.
2265 East 220th Street
Long Beach, CA 90810
(310) 952-2000
Andy Parsons
Senior Vice President of New Products
(310) 952-2000
Russ Johnston
Senior Vice President of Marketing
Home Electronics
(310) 952-2000