SONY BRAVIA 3D HDTV

®

2010 MARKETING AND PROMOTION PLAN
ALLA ABRAMYCHEVA MICHAEL GUZMAN FARAN MAQSUD KEITH McMURDY ANDREW YAKOVLEV

PREPARED FOR PROFESSOR DAVID DIAMOND MKT 9703 MARKETING MANAGEMENT CUNY BARUCH ZICKLIN SCHOOL OF BUSINESS 5/2010

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

That is its largest competitive advantage and needs to be leveraged to the maximum when communicating the value proposition. focusing on price points and generic television advertising strategies.          Sony is the only company in the space that can create a complete 3D environment using solely its own equipment and content.  3 . We propose that Sony takes advantage of this miscalculation and grabs a significant lead in consumer mental space by focusing on consumer enthusiasm generated by experiencing the immersive world of 3D. Other manufacturers have accepted the commodification of their wares. The introduction of 3D in their eyes is another gimmick for pitching technological superiority. with publicity and public excitement.SONY ADVANTAGE ! Sonyʼs television business is uniquely positioned to thrive in today's consumer electronics marketplace. This needs to be done on a mass scale.

P. Vaio®. is the world's second-largest consumer electronics maker after Samsung. the group has established a strong brand image in global markets. 4 .98% 16.40 12747. Cyber-Shot®.19% 9.50% 12. and financial services categories. We are the only company fully immersed in every part of the 3D value chain. North America. Its diversified operations are spread across electronics.28% 8. STANDARDIZED PRODUCTS Video Equipment Mfg LCD Screen Mfg Video Game Console Mfg Electronic Computer Mfg Movie Production Consumer Electronic Components Latest Revenue in Millions USD COMPANY FY09 REVENUE 23159. Sonyʼs Brands include: BRAVIA®.PROFILE ! Sony Corporation (Sony). “We intend to take the lead in 3D.55 9417. Europe. games. founded in 1946. Japan and employed about 180.500 people as of March 2008. According to Sony chairman Howard Stringer.  ! In 2010 the forefront of the company's mission will be the shift to 3D.15 % REV 29." Sony will begin selling 3D TVs in Japan on June 10 and worldwide at about the same time. entertainment. which increases its bargaining power and makes its entry into new product segments easier.  Sony said it expects 3D televisions to make up between 30% and 50% of all sets it sells in FY2012. The group is headquartered in Tokyo. The company operates globally in over 200 counties across Japan.57% Source Bloomberg Finance L." Stringer said.30 6619.51 7169. and PlayStation®.73 9840. The company's current slogan is “Make Believe”. and Asian countries.74% 12. ! Over the years. with FY2009 revenues exceeding $82. 3D is "the next great consumer experience.57 billion.

depth. to current TV and HDTV display technology. games. and other video content in a stereoscopic effect." ! 3D TV is a generic term for a display technology that lets home viewers experience TV programs. The BRAVIA® brand uses the slogan "Color like no other. and Sony plans to offer a comprehensive range of 3D home entertainment content to appeal to the widest possible audience. you will also need 3D glasses. access to 3D broadcast programming and/or a 3D Blu-ray disc player. along with its home cinema  range under the sub-brand BRAVIA® Theatre. movies. and 3D movies.PROFILE ! BRAVIA® is the brand  Sony uses to market its high-definition LCD televisions. ! PRODUCT      5 . It adds the illusion of a third dimension. All Sony high-definition flat-panel  LCD televisions in North America have carried the BRAVIA® logo since 2005. The BRAVIA® name is an acronym  of "Best Resolution Audio Visual Integrated Architecture". projection TVs and front projectors. To get true 3D content. ! A wide selection of exciting 3D content will be vital for accelerating the growth of 3D entertainment in the home. which is typically limited to only height and width ("2D").

As such.." and "Disney's A Christmas Carol. Sony is expanding its PlayStation® Network service to cover its televisions and will launch a new content delivery service next year that will pump movies. Discovery Channel in the U. to ensure that Sony BRAVIA® LCD TVs will be capable of receiving the 3D programming these broadcasters are currently developing. Aliens.   ! The excitement of sports is also suited to the dynamic realism of 3D. Sony is already working on gaming with the PlayStation 3 upgrade plans and its movies division. technology expertise.   ! 3D programming from broadcasters will also be essential to ensuring the enjoyment of a wide variety of content on 3D compatible BRAVIA® LCD TVs.S. The partnership brings together three leaders with an extraordinary collection of awardwinning 3D content.PROFILE ! Sony's 3D plans revolve around gaming.K.S. and is scheduled for release in the summer of 2010. "Cloudy with a Chance of Meatballs" will be the first in the catalog of 3D movies created by Sony Pictures Entertainment to be issued on Blu-ray disc. TV shows and other video content directly into BRAVIA® TVs and Blu-ray disc players from its own servers.S. and this is another area in which Sony is concentrating its 3D efforts. Sony Corporation and IMAX Corporation announced a joint venture to be established to develop the first dedicated 3D television network in the U. is already producing 3D movies. Sony is working with leading broadcasters including ESPN. Sony Pictures."  Sony Pictures Entertainment plans to continue the release of both its latest movie titles and previous masterpieces on "3D Blu-ray discs" going forward. and BSkyB in the U. Sony is also driving the growth of 3D in sports such as golf and football through its previously announced 3D agreements with FIFA and the PGA Tour. DirecTV. PRODUCT • CONTENT 6 . but even if it doesn't there will be a secondary route to 3D-capable sets. Sony will cooperate in the 3D filming of sports events including "X Games" and "College Football" to deliver the full impact and excitement of 3D sports broadcasts.   ! The company's existing relationship with broadcasters through its movie division and TV production house could serve well in promoting 3D. Through an alliance with ESPN.   ! Discovery Communications. television distribution and operational strength to deliver a high-quality three-dimensional viewing experience to home television audiences.  Other movies announced this year in 3D include "Monsters vs. the largest sports broadcaster in the U. movies and sports.

ANALYSIS STRENGTHS WEAKNESSES SWOT ‣ Only company fully emerged in the 3D value chain: content. camcorders. better technology could emerge.cameras.Vaio ‣ Other 3D consumer electronics. 7 . manufacturers of 3D glasses ‣ Sony Retail Stores OPPORTUNITIES ‣ Not enough market data available for 3D preferences ‣ New hardware is required for 3D ‣ Switching from present day 2D to 3D will be expensive ‣ Limited 3D content ‣ Viewing experience may not be comfortable ‣ Last major company to launch 3D TV THREATS ‣ 3D Gaming ‣ Academic and Professional applications ‣ Medical Applications ‣ 3D TV sport content ‣ 3D Advertising content ‣ 3D PCs . etc ‣ PC graphic chip makers can offer the same 3D technology at a lower price ‣ Long term exposure to 3D may involve health risks ‣ Too few cost/benefit proofs may impact adoption ‣ Competitors such as Panasonic. distribution and display ‣ High interest level for 3D after success of 3D motion pictures such as Avatar and Alice in Wonderland ‣ Joint ventures with other companies for 3D content ‣ Strong present Eco System via PS3 and Sony Online Network ‣ Special 3D Research facility setup in California ‣ Partnership with ReelD. LG and Samsung have already introduced their 3D TVs in the market ‣ Newer.

and Panasonic (6752). Sony is in fourth place. LG (066570/034220).P. Note LG is listed under two codes. 8 . Source Bloomberg Finance L.! Type to enter text COMPETITOR Chart shows global revenue for the last 3 years (LY1 is 2009).ANALYSIS Sonyʼs (6758) main competitors in the 3DTV space are Samsung (005930).

LGʼs media campaign is targeted towards the beginning of a new era in TV viewing as it highlights the end of traditional TV. Panasonic has signed an agreement with Best Buy to display their 3D technology at Best Buy retail stores. They also signed up Avatar director James Cameron for a special launch event at Times Square where they displayed their new 3D lineup. Pop group Black Eyed Peas also did a special performance that was shot in 3D. A second follow up campaign focused on showing a family bringing home the “wonder” of 3D entertainment.  The campaign focuses on the transition of moving from traditional TV to 3DTV. ! • LGʼs 3DTV plans include use of Passive 3D technology. even though they might compromise on quality.COMPETITOR ANALYSIS • CONTINUED ! • Samsung has been very aggressive with its 3D campaign as it has positioned itself as the worldʼs first LED 3DTV. They have launched a major media campaign that depicts the hardware as if it were a work of art. They claim that Plasma TVs delivers a better 3D experience. The concert footage would be distributed to new Samsung 3D customers. providing an immersive 3D experience that brings people together and enriches their lives. Panasonic is not offering Internet connected 3DTVs whereas all other companies have models that support the internet. This may attract many budget consumers to LG 3D. which requires significantly cheaper 3D glasses than Active 3D technology that is being utilized by everyone else. 9 . They are also offering an exclusive bundle deal at Best Buy stores that features a 50 inch TV and a 3D capable Blu ray player. ! • Panasonic is using Plasma technology for its choice for delivering 3D.

67% 15. Secondary objective is to restore Sonyʼs leadership in the television manufacturing marketplace.OBJECTIVES ! Global demand for 3D TVs is projected to reach 15.04% MARKETING PLAN Samsung 18% 2009 RANK 1 2 3 BRAND Vizio Samsung Sony Toshiba LG Sharp Others TOTAL 2008 UNIT SHIPMENTS 3082 4575 3717 1318 2200 2244 7369 24505 2008 MARKET SHARE 12.72% 92.com 10 . when total revenues are expected to hit $17 billion.57% 7.91% -29.00% 22.17% 5.38% 8.97% 81.64% 7.74% 11.11% 29.07% 100.00% 2009 UNIT SHIPMENTS 5920 5608 3681 2394 2396 1592 10030 31621 2009 MARKET SHARE Others 32% 4 Sony 12% Toshiba 8% 5 6 Sharp 5% LG 8% US Unit Shipments in Thousands Source SonyInsder.06% 36.16% 30.03% 31.58% -0.64% 8.2 million this year. The planʼs main objective is to ensure that 3D BRAVIA® models will make up at least 10% of more than 25 million LCD TVs that Sony will sell next year and account for an even larger percentage of revenue.72% 100.58% 5. That figure could reach 64 million in 2018.08% 17.58% 18. Vizio 19% FY09 LCD TELEVISIONS US SALES 2009 PERCENTAGE GROWTH 18.98% 9.6 million units in 2013 from an estimated 1.

the consumer must want a total Sony 3D experience. While the “Made In Japan” tag doesnʼt carry the same cache as it did a few decadeʼs back. the consumer can start getting close to the feeling by purchasing a Sony 3D television and proudly saying. since a significant portion of consumersʼ first direct encounters with the product happen within their stores. ! The planʼs metrics will involve a before evaluation of the consumer mental space as it relates generally to the brand of Sony 3D and especially to the Sony BRAVIA® 3D HDTV product. PlayStation 3. Best Buy.MARKETING PLAN OBJECTIVES • CONTINUED ! In order to achieve the outlined objectives a number of targets need to be hit. While that is very hard to achieve. “Itʼs a Sony!” ! The role of retailers is not to be underestimated. should feel naturally inclined to showcase the Sony home theater experience in the best light possible to be in line with consumers expectations created by the planʼs campaign. and a Sony surround sound system while they consume the 3D content produced and distributed by Sony and made with Sony equipment. After the implementation. the ground can be regained by effectively communicating to the consumer Sonyʼs market position as the only start-to-finish 3D Company. Their cooperation with the companyʼs efforts to position the brand is essential. ! 11 . The consumer needs to aspire to have a Sony 3D television. among others. Sony Blu-ray disc player. That is to say. regular updates will be made. Retail order response and qualitative feedback will be another important measure of the planʼs success. The consumer public must come to associate unparalleled quality in 3D entertainment as exclusive to the Sony BRAVIA® brand. thus regaining the sense of prestige that came with owning a Sony television.

! A secondary market will be gender non-specific. He most likely owns a video gaming system and has an above-average home entertainment system. for an ideal customer. ! TARGETS 12 . targeting the age ranges of 35-45. He will likely be unmarried or recently married and may have young children. These individuals will also be innovators. but with a target adjusted toward family entertainment and educational concerns. He is technologically savvy. These will be young married couples with children varying in ages but who have a home gaming or home entertainment system in place.CUSTOMER ! Our qualitative research supports an initial target. has disposable income and considers himself an innovator when it comes to acquiring the latest devices. as a 25-35 year old innovator male who regularly uses his television to watch films and network programming. possibly gaming.

Purchasers of 3D Television ! In this segment.  2. in most instances. Existing Users of Sony Products ! This segment of individuals is already familiar with Sony branded items and. we assume that the consumer already owns a high definition television. this segment would be targeted specifically to recognize the ease of integration with the Sony product into their existing Sony devices. will already be owners of gaming equipment (Playstation) or Sony home theater components. ! In conjunction with this segment. thought must also be given to presenting the 3D viewing experience as significant to home education or compatibility with educational programming to reach those consumers with children. 1. Emphasis will be placed on the enhancement of home computing gaming and educational software that expands the consumer base to include families with children seeking to expand the use of the product beyond simple home entertainment. The challenge is to convince the consumer of the benefits to upgrade to a 3D television to maximize the viewing experience. In conjunction with presenting the benefits of 3D television generally. movies and major entertainment events (such as concerts). such as Sony Blu-ray disc players. Sonyʼs product would be position as a “total 3D solution” for experiencing enhanced programming.” focusing on the increased offerings of 3D channels and viewing options that are forthcoming from networks and cable service providers. Emphasis will be placed on enhanced viewing capabilities as a “total viewing experience.  SEGMENTS 13 . such as sporting events.CUSTOMER We target two segments: new television purchasers and current Sony product users.

it is yet to produce synergism.POSITIONING PRODUCT ! BRAVIA® 3D HDTVs are to be positioned as luxury electronics. PRICE ! Current pricing strategy has Sony 3D HDTVs wedged somewhere between that of Samsung and Panasonic. price in itself becoming an uncompromising sign of the productʼs quality.450. 50” . 50”. sandwiching the most popular size of 46”.$4. BRAVIA® brand. medium and large sizes. when considering product life cycle.$6. 60” .$3.900. Sony BRAVIA® 3D HDTVʼs can be broken down into three curves: Sony company brand. LX900 Series: 40” . it will become easier to communicate the value through the price. Sonyʼs pricing is considerably higher and rightfully so.500 HX900 Series: 46” .$3. Our belief is that there should be one model in small.$2. and jump start revenue growth (Sony has considerably lost out in the last decade to the likes of Apple and Nintendo). HX900. 42”.$5.$3. and HX800) that come in 6 sizes (40”. Panasonic sold out within a week after offering its 50” bundle (includes glasses and Blu-ray player) at BestBuy. though again sales are lackluster. and 3D televisions as product. 52” . for a total of 8 different SKUs. 52”. 42” . When the 3 model approach is implemented.800. innovate the market place. Their high quality is communicated by an elegant design and flawless attention to detail. company-wide positioning should communicate that belief. The current line up has 3 series (the LX900. Unfortunately. ! Furthermore.$4. We see the coming popularity of 3D as a catalyst to bring new energy to the organization. Sony is unquestionably the market leader in terms of verticals. Managing to stay slightly ahead of that curve is BRAVIA®. 46” .350. 46”.200. Panasonic was successful at selling its 50” bundle for $2900.250 HX800 Series: 40” . and 60”). the brand maintains its quality and appeal. 3D TVs as a whole. in the early stages of the market are doing well.100 MARKET 14 .

 The working name for the initiative is “Sony 3DWORLD. One of the planʼs goals is to make the Sony 3D Experience valued by the consumer. Sony is in the process of rolling out flagship stores to sell its electronics. We have concluded that the real consumer value proposition is in the wonder and an awe that is produced by experiencing 3D content on 3D Sony equipment. hence stores that include a new Sony 3D Experience home theater room can expect to see increased foot traffic. This trend is particularly noticeable in China. PROMOTION and ADVERTISING " The promotional plan outlined in the following pages is at the heart of the proposed marketing mix.POSITIONING • CONTINUED PLACE ! Consumers may purchase the product at their nearest high-end electronics store or consumer chain. We expect Sony to eventually further build on its US store portfolio and have better control of in-store pricing and display of its products. our targets will be motivated to adopt the product due to its buzz and public appeal. Once the general public perceives a Sony 3D television as a genuine luxury (“Itʼs a Sony!”). Sonyʼs online store. and at the plan's core lies the ability to successfully coordinate and manage several promotional companies. We will use a shotgun approach to build enthusiasm about the experience in the mass public. promotion centered strategy structured around a mobile campaign to showcase the 3D Sony Experience in a home theater environment. the development is not a surprise. ! With these considerations. through an online retailer. we propose a nationwide. The consumer is less and less concerned with the technological specifications. It is a logistical challenge. or directly from Sony Style. thus leveraging it as influencer on our targets.” 15 . Considering the difficulty of ensuring retailer cooperation in promotional efforts. regardless of their demographics. globally. ! While not so noticeable in US. ! Our plan brings the Sony 3D Experience to the consumer directly. It is important to draw retailers to the prestige of carrying Sony BRAVIA® televisions and in no way subsidize the in-store product demonstration. because they expect them to be the best quality possible.

will alert the public to when and where they will be able to go to the Sony 3DWORLD. and malls. It is also useful to utilize Sonyʼs Universal Pictures talent to promote the tour stops and cross brand 3D films with the home theater experience. we recommend coordination with Sonyʼs franchise Men In Black. The larger partition is a complete Sony 3D home theater for six with a 60" LX900 BRAVIA® HDTV. MIB3 is currently in pre-production and should be 3D.IMPLEMENTATION ! The Sony 3DWORLD environment is created by partitioning a recycled metal shipping container into two soundproofed rooms. Present members of Sony Club. letting personalities see themselves in 3D. the 3DWORLD will need special content produced for the showcase. a BDP-S570 3D Blu-ray Disc Player. as seats are limited. The containers are then decorated with Sony branding. and individuals already in the CRM database will be given advanced notice and VIP tickets to special screenings and events. ! A nationwide advertising campaign. Whether on the road. concerts. campuses. ! The trucks will stop anyplace where there are large gatherings of people: sporting events. 16 GUIDELINES . The audiences must truly feel like they have entered a new world once they go through the 3DWORLD experience. city centers. fairs. ! Lastly. and an HT-SF470 3D Blu-ray Disc Surround Sound. ! A PR campaign will accompany the truck tour where local and national television and radio personalities will be invited to the 3DWORLD stops. this content has to be up to high Sony standards. as well as have clean and orderly execution. In particular. coupled with local promotions. and will include sharply dressed staff. We propose the incorporation of Sony 3D production equipment into these events. The events will be promoted with great fanfare. loaded up onto semi-trailer trucks and then sent out across the country. and a DAV-HDX BRAVIA® Theater System. a PlayStation 3. These events will be designed for maximum wow effect. though a VIP pass can be obtained by registering with Sony online or through a mobile device. For example. or for in store demonstration. The smaller partition contains a a fully furnished Sony 3D gaming setup for two with a 46" HX900 BRAVIA® HDTV. The general public might have to wait online.

! Using PromoAid we designed a portfolio of promotional companies to employ in this campaign. their successful work on various Nike tours and marathons. OBE won out with a significant lead.EventNetUSA and OnBoard Entertainment (OBE). OBEʼs work for AMC Theatersʼ 35MM film tour. A retailer coordination effort must take place as well. PROMOTIONAL PROMOTIONAL PLAN MINDMAP PRINT TV RADIO NATIONAL CONSOLIDATED MEDIA ADVERTISING CAMPAIGN PR LOCAL ADVERTISING FOR TOUR MOBILE SONY 3DWORLD NATIONAL TOUR MOTION PICTURE PROMOTION INTERNET CAMPAIGN CRM SONY 3DWORLD INSTORE PROMOTIONS SONY REWARDS 3D PROMO CONTENT PRODUCTION 17 . as well as the coordination of MTVʼs Sports and Music Fests impressed us fully. A smart internet (including social networks) and mobile strategy must be deployed as well. it must be supported by coherent national advertising and local promotion to ensure large audience draw. PR firms should be recruited to make sure that the tour stays in the news and is a trending topic.PLAN ! The diagram on the right demonstrates the complexity of the task at hand. and effectiveness monitoring will stay in the hands of our team. Coordination. It is imperative that all elements work in concert. In the end. the fanfare of Hollywood must be brought to the experience. part of the campaign should be telling customers to visit their retailers and “Ask about Sony 3DWORLD. While the tour is the most elaborate and expensive part of the campaign. choice came down to two companies to spearhead the tour . quality control. Lastly. After RFP and selection process. We were impressed by their grasp of latest marketing approaches and their portfolio. In addition.” All this must be done in concert with latest IT and consumer behavior tracking technologies to ensure high data volume for Sonyʼs CRM system.

” ! IN-STORE/RETAIL ADVERTISING . deliver over 10 billion media impressions annually. CA) “At OBE. Data analytics and processing.” Vehicle design. letting them roll from town to town to nurture the growth of your brand's message.PROMOTIONAL PLAN • CONTINUED PROMOAID PORTFOLIO " TOUR . Reward Solutions. execution and reporting. including Project design.OnBoard Entertainment (Sausalito.S. Product launch tours.Brandmovers (Atlanta. ! INTERNET/SOCIAL NETWORKS . We take brand whisperers and put them on the road. offering unparalleled reach and scale to more than 15. we let the brand message come to life organically and take root through questions. NY) “Bg Key Analytics' small team members are experienced researchers with different areas of expertise. 18 .Ogilvy & Mather (New York.” " NATIONAL/LOCAL ADVERTISING and PR . Valassis is the nationʼs leading marketing services company.000 advertisers. Guerilla events. GA) “Brandmovers specializes in Online Games. the goal of Mobile Marketing is simple: we bring the message to the consumer. Pop-up events. Contests. Once your promotion is live.Valassis Insignia (Costa Mesa. heavy consumer interaction and advanced technical knowledge.5th Finger (San Francisco. Whether a part of a larger event or a spectacle all their own. our mobile campaigns take a message and plant it everywhere. Facebook Apps and mobile promotions that deliver measurable results. In mobile events. one-on-one interaction and true branded experience. Coding of verbatims for pen ended questions” " MOBILE . Tour management. Major brands turn to Brandmovers to develop promotional campaigns requiring dedicated support.” ! MARKET RESEARCH . NY) Following Oglivyʼs commendable performance in Vietnam we propose to continue working with the firm for this project. CA) “A creative mobile agency that formulates strategies and designs engaging interactions for consumers living on the go.BG Key Analytics (Dobbs Ferry. Sweepstakes. Brandmovers Customer Intelligence™ tracks the performance of your campaign to gain critical insight into consumer behavior. CA) “Weʼre one of the largest media buyers in the U.

“Itʼs a Sony!” Furthermore. ! The promotional plan. Furthermore. the promotion has great positive collateral potential to energize sales of other Sony products in addition to elevating the status of the Sony brand itself. regaining the associated prestige with owning the brand. but most importantly the benefit of owning a Sony BRAVIA® 3D HDTV.CONCLUSION ! Our team has designed a robust marketing strategy with an innovative promotion plan. 19 . We believe that the excitement and national buzz generated by the Sony 3DWORLD tour will influence our consumer targets to purchase the Sony BRAVIA® 3D HDTV. will help Sony acquire key territory in the consumer mental space. in a bold stroke Sony will introduce 3D to the population by bringing it to their doorsteps and will effectively communicate not only the benefit of 3D. designed with PromoAid.