SONY

PRESENTED BY:
RISHABH NARANG VARSHA ARORA NISHANT ASHAR SHWETA TIWARI ANKITA GHOSH PARINAV SACHDEVA

CONTENT
• • • • • • Company Profile Product Marketing Strategy 4P’s of Marketing Mix 7 C’S Model Market Segmentation Challenges for Sony(FAQ)

COMPANY PROFILE
•In 1958, company formally adopted Sony Corporation” as its corporate name. •Company name of Sony was created by combining two words of “sonus” and “sonny”. •Significant product milestones included : Japan’s first transistor radio (1955) Trinitron color television (1968) Walkman personal stereo (1979) Handycam videocamera (1989) PlayStation (1994) Blu-ray Disc recorder (2003) PlayStation3 (2006).

PRODUCT MARKET STRATEGY
1) TO MAKE THIS VISION A REALITY, SONY IS STRIVED TO STRENGTHEN THE CORE ELECTRONIC BUSINESS. 2) BY APPLYING INFORMATION TECHNOLOGIES TO PRODUCT DESIGN, PRODUCTION, DISTRIBUTION, AND SALES. THIS WILL STRENGTHEN THE VALUE OF SONY’S MUSIC, PICTURES, GAME AND FINANCIAL SERVICES BUSINESSES, AS THEY BECOME AVAILABLE OVER NETWORKS. 3) SONY IS RELEASING NETWORK-FOCUSED PRODUCTS IN FOUR CATEGORIES: DIGITAL TVS AND SET-TOP BOXES, VAIO HOME-USE PCS, PLAYSTATION AND MOBILE DEVICES.

4P’S OF MARKETING----SONY

I. PRODUCT II. PRICE III. PLACE (DISTRIBUTION) IV. PROMOTION

CATEGORISATION OF SONY PRODUCTS
TELEVISION AND PROJECTORS HOME VIDEO HOME AUDIO HOME THEATRE SYSTEM DIGITAL PHOTOGRAPHY HAND CAM VIDEO CAMERA COMPUTER PERIPHERAL PORTABLE AUDIO GAME IN-CAR ENTERTAINMENT MOBILE PHONES STORAGE AND RECORDING MEDIA BATTERIES AND CHARGER OTHER ACCESSORIES

NOTABLE SONY PRODUCTS

SONY VIDEOCAMERA

SONY LAPTOPS

HOME THEATRE

PLAY STATION

SONY PCS

SONY VCR

Sony's BRAVIA series HDTV SONY PLAYSTATION 2

SONY DISCMAN

PRICE
SONY BEING A COMPANY WHICH EMPHASIZE PRODUCT QUALITY, IT TENDS TO SELL ITS PRODUCTS WITH PRICE RANGE FROM MODERATELY-HIGH TO HIGH-PRICES, DEPENDING ON THE USE AND THE TARGETED CUSTOMERS.

EXAMPLE- LETS CONSIDER SONY SERIES OF VAIO LAPTOPS. SONY HAS TRIED TO CATEGORIZE THE LAPTOPS ACCORDING TO STYLE, USER, PURPOSE, MOBILITY AND PERFORMANCE, AND EACH A CORRESPONDING PRICE. THE LAPTOPS SOLD BY SONY IN INDIA INCLUDE A SERIES OF SONY VAIO, THIS ARE VAIO SR, VAIO FW, VAIO TOKAGE, VAIO CR, VAIO NR, VAIO TZ AND VAIO SZ.

SONY Promotion
PROMOTION IS A KEY ELEMENT OF MARKETING PROGRAM AND IS CONCERNED WITH EFFECTIVELY AND EFFICIENTLY COMMUNICATING THE DECISIONS OF MARKETING STRATEGY

“SONY MARKETING COMMUNICATION MIX” SONY INDIA WILL SPEND RS 200 CRORES IN THIS FINANCIAL YEAR ON ADVERTISING AND PROMOTION (PROMOTIONAL BUDGET) OF THE ENTIRE RANGE OF CONSUMER ELECTRONICS. THE MAJOR ELEMENTS OF PROMOTION MIX INCLUDES – 1.)ADVERTISING 2.)PERSONAL SELLING 3.)SALES PROMOTION 4.)DIRECT MARKETING AND PUBLICITY SONY CORPORATION HAS USED ALL OTHER MARKETING COMMUNICATION MIX ELEMENTS ALSO.

SONY Place (Distribution)
SONY DISTRIBUTES ITS PRODUCTS THROUGH-

1.)ZERO-LEVEL CHANNEL 2.)ONE LEVEL CHANNEL 3.)TWO-LEVEL CHANNEL

IN INDIA, SONY HAS USED THE METHOD OF ONE-LEVEL DISTRIBUTION CHANNEL

MANUFACTURER

RETAILER

CUSTOMER

PUBLIC RELATIONS(PR)
1.)PUBLIC RELATIONS IS A BROAD SET OF COMMUNICATION ACTIVITIES EMPLOYED TO CREATE AND MAINTAIN FAVORABLE RELATIONSHIP WITH EMPLOYEES, SHAREHOLDERS, SUPPLIERS, MEDIA, EDUCATORS, POTENTIAL INVESTORS, FINANCIAL INSTITUTIONS, GOVERNMENT AGENCIES ,OFFICIALS AND SOCIETY --SONY CORPORATION (THROUGH ITS WEBSITE)HAS PROVIDED CONTACTS FOR THOSE CUSTOMERS WHO WILL BE IN NEED OF ANY INFORMATION FROM THE COMPANY 2.)FOR EXAMPLE - SONY RELEASED AN AD DEPICTING A MAN SMILING TOWARDS THE CAMERA AND WEARING ON HIS HEAD A CROWN OF THORNS WITH BUTTON SYMBOLS (Δ, O, X,). AT THE BOTTOM, THE COPY READ AS "TEN YEARS OF PASSION". THIS SUPPOSEDLY TOOK ADVANTAGE OF THE PUBLICITY FROM THE MEL GIBSON FILM THE PASSION OF THE CHRIST. THE ADVERTISEMENT OUTRAGED THE VATICAN AS WELL AS MANY LOCAL CATHOLICS, PROMPTING COMMENTS SUCH AS "SONY WENT TOO FAR" AND "VATICAN EXCOMMUNICATES

SONY’S MARKET SEGMENTATION
4 product lines:
Electronics(camera,TV,MP3) Mobiles (Sony Ericsson) Sony Music & Pictures Digital Entertainment (Play station)

Mobiles(Sony Ericsson)
• Aims to target low-end market by rolling out lower priced handsets to target low-end market • Offered simpler products in addition to high level products

Segmentation
Sony Ericsson- Niche Marketing
• Addressed lucrative niche segments through brand power of parent company • Consumers willing to support higher price if the feature set is right • Attacking niche segments with compelling products pays dividends

Market Share
LCD’S
• Sony reportedly jumped from 4th place to 1st worldwide during 4th quarter of 2005 • 56% of output came from screen sizes 32 inches & larger (the highest of any top end supplier) • Was Number 1 in 26”-27” & 22”-23” markets coverage

Challenges & QUESTIONS
Q 1. MICROSOFT IS RUMORED TO BE SELLING ITS XBOX FOR $50 UNDER COST. WHAT IS PERCEPTION OF MICROSOFT’S ENTRANCE INTO THE HOME GAMING MARKET, AND HOW WILL SONY DIFFERENTIATE THEIR PRODUCT FROM MICROSOFT ?

Q 2. BOTH OF SONY’S FOUNDERS HAVE PASSED AWAY IN THE PAST FEW YEARS. HOW HAS THEIR VISION CARRIED FORWARD TO THE NEW MANAGEMENT TEAM ?

Q 3. SONY HAVE ALWAYS RELIED HEAVILY ON RETAILERS IN YOUR DISTRIBUTION CHAIN, BUT ARE NOW GOING DIRECT TO CONSUMERS. SOME CD RETAILERS HAVE EVEN BEGUN TO SUE SONY. IN LIGHT OF THIS, HOW DOES SONY STYLE FIT INTO DISTRIBUTION STRATEGY ?

Q 4. WHEN RELEASED PLAYSTATION2, THE DEVICE WAS AN INSTANT

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