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Sony Bravia Marketing Plan

Sony Bravia Marketing Plan

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Published by Andrew Yakovlev

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Published by: Andrew Yakovlev on May 20, 2010
Copyright:Attribution Non-commercial

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07/20/2013

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SONY BRAVIA 
®
3D HDTV 
2010 MARKETING AND PROMOTION PLAN
 ALLA ABRAMYCHEVA MICHAEL GUZMANFARAN MAQSUDKEITH McMURDY ANDREW YAKOVLEVPREPARED FOR PROFESSOR DAVID DIAMONDMKT 9703 MARKETING MANAGEMENTCUNY BARUCH ZICKLIN SCHOOL OF BUSINESS5/2010
 
TABLE OF CONTENTS
SONY ADVANTAGE
p.3
COMPANY AND PRODUCT PROFILE
p.4
SWOT AND COMPETITOR ANALYSIS
p.7
MARKETING PLAN OBJECTIVES
p.10
CUSTOMER TARGETS AND SEGMENTS
p.12
MARKET POSITIONING
p.14
IMPLEMENTATION GUIDELINES
p.16
PROMOTIONAL PLAN
p.17
CONCLUSION
p.19
 
 
SONY ADVANTAGE
!
Sony
ʼ
s television business is uniquely positioned to thrive in today's consumer electronicsmarketplace. Other manufacturers have accepted the commodification of their wares, focusing onprice points and generic television advertising strategies. The introduction of 3D in their eyes isanother gimmick for pitching technological superiority. We propose that Sony takes advantage ofthis miscalculation and grabs a significant lead in consumer mental space by focusing onconsumer enthusiasm generated by experiencing the immersive world of 3D.
 
Sony is the only company in the space that can create a complete 3D environment using solelyits own equipment and content. That is its largest competitive advantage and needs to beleveraged to the maximum when communicating the value proposition. This needs to be done ona mass scale, with publicity and public excitement.
 
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