MARKETING STRATEGY

DAMANPREET SINGH

In Brief: Type: Founded: Founder: Public 1946 Masaru Ibuka Akio Morita Headquarters: Area Served: Industry: Website: Minato.net The name Sony was created by combining Sonus and Sonny . Tokyo. .SONY CORPORATION. Japan Worldwide Consumer Electronics Entertainment sony.

Hand cam video camera 7. Storage & recording media 13. Portable Audio 9.Computer Peripheral 8. acquisition. Batteries & Chargers 14. Warranty. These p roduct attributes can be manipulated depending on what the target market wants. In-car Entertainment 11. Repairs & Support.Television & Projectors 2. use or consumption that might satisfy a need or want. Home Theatre System 5. Functionality. Accessories & Support. Quality. Safety. Sony has a variety of products to offer & they can be classified as follows: 1.Digital Photography 6. Mobile phones 12. Home audio 4. Other Accessories . Product decision usually base on brand name. Home video 3. Game 10. Styling.SONY Products: A product is anything that can be offered to the market for attention.

2009. Animated banners. The major elements used by Sony for promotion mix include advertising. Cyber shot cameras.   Increasing Brand Awareness or Brand Recognition. their features & influence their attitude favorably. Change from Theory P (Push Based) Company must make view of mark eting to Theory T (Trust Based) focussing on customer relationship . Purchase a Sony VAIO notebook & receive free recycling for your existing notebooks. The official partnership with the 2010 FIFA World Cup Football Competition in South Africa. ranging from Bravia. the products & services it offers. sales promotion. out of which Rs 60 crore will we spent only on digital imaging products. Sony will be launching a nationwide sales & promotional campaign entitled Sony Days 2009 Lets Cheer -offering a wide range of special offers.    The other Promotion strategy is the Sony Notebook Recycle Promotion. SONY MARKETING Promotion is a key element of a marketing program. Sony India will spend Rs 200 crore in this financial year on advertising & promotion of the entire range of consumer electronics. personal selling. etc. custom keyboards. Other Schemes. direct marketing & publicity. .example: Lustrous coating. Posters.starting from June 12 until August 2. incorporating a series of out-of-box marketing campaigns to convey a unique lifestyle to consumers such as the Lets Color Strategy under which Sony makes its colour products available in all colour product groups. Sony's promotional efforts are the only controllable means to create awareness among public about itself. to Walkman & VAIO laptops. Good Graphical representation in the form of Billboards. etc. CURRENT MARKETING STRATEGY: The continuous Youth Marketing Strategy aimed at capturing young consumers & enhancing an innovative brand image will also be employed through product grou ps.

3% compared to the same quarter of the previous fiscal year 2009 ( year. . 6. thus encouraging the consumer to respond by providing feedback to the advertiser.Through TV we see different advertisements of its products. etc by an identified sponsor. coupons. contests. 3.It also incorporates co-operative advetising by providing the dealers with materials guidelines to develop ads for print & radio commercials. Sony also uses direct-response advertising. Sales were 1. Sony has advertisied through various forms of media: 1.on-year ). Sony promoted them by saying that all Sony VAIO CR laptops purchased during July 2008 & registered within 2 weeks of purchase qualify for a Bonus carry case as long as the customer claims is one of the first 35. partially offset by unfavorable foreign exchange rates. primarily due to an increase in sales in all segments other than Music.This is usually done through mails & catalogues. Sony has promoted its products through different sales promotion strategies. trade and sales levels that generate a specific . Sony uses some events like Miss India 2008 to promote its products 4.2 billion yen (20.733. like sports. For ex: Bravia TV or Sony wega TV.00 0 received & validated by Sony. services & ideas. 5.SALES PROMOTION Its a marketing discipline that utilizes a variety of incentive techniques to structure sales related programs targeted to customers. For ex: free samples. scratch cards. dollars). premiums. series & it also has its own TV channel called Sony TV Channel. ADVERTISING It is any paid form of non -personal mass communication through various media to present & promote product. For example after the release of Sony VAIO CR laptops. discount. It advertises its laptops using sports like football in England Premiere League.S. rebates. It targets those favorable television programs.881 million U. exchange offers. measurable action or response for a product or service. etc. 2. an increase of 4.

It was designed to meet customers ambiance & lifestyle. boast of theatrical experience & world class performance.  VAIO NR. government agencies & officials & soci ety in general. boast of natural. potential investors.15. T he price of this is around Rs 80.000  VAIO CR. Price is the only marketing mix that can be altered quickly. flash memory storage & longer backup power. discounts.40. chic design. For Sony series of VAIO laptops. etc influence the development of marketing strategy. boast on style & texture.000. high processing speed. For this reason the Sony corporation has decided the price of the laptop to be Rs 40. shareholders. financial institutions. purpose. allowances. Through its website (www.sony. Sony has tried to categorize them according to style. boast of elite lifestyle & high class performance. as price is a major factor that influences the assessment of value obtained by customers..000 & Rs 1. SONY PRICE Pricing decisions are always made in consultation with the marketing management.Public Relations & Publicity Public relations is a broad set of communication activities employed to create & maintain favourable relationship with employees.000 to Rs 65. Hence it is priced between Rs 1. educators..000 depending on the configuration  VAIO TZ. This way it has created a mutual relationship with its customers & ensures that it serves the wishes & demands of its customers. It is designed for busine ssmen & its price is around Rs76 .in) Sony corporation has its provided contacts for those customers who will be in need of any information from the company. Depending on the configuration the prices are from Rs 40. user. retail price.000 & Rs 1. The laptop was designed purposely for business as it is light weight. This model was designed mainly for home/ casual user of laptops who aims on media playback. media. suppliers.000/ VAIO FW.co.000 & Rs 50.20 . mobility& performance:  VAIO SR. Price variables such as dealer price. boast on the excellence in mobility & perfection in performance.000 .

S NY WORLD. Its price is about Rs 1. MANUFACTURER RETAILER CUSTOMER  SONY PLA ( STRIB TION)  ¤    §  © ¨§¨©¨§   ¥ ¦ ¤ ¢ § £ ¢¡   . marketing management decides to put into place an intensive network of distribution. 260 Sony outlets & 21 direct branch locations. motion eye camera & bluetooth compatible headset with applications for increasing mobility & video conferencing.24. In India.000 Depending on the nature of the product. V SZ boa o p obi ity & executive exce ence It wa deve oped by Sony to ta g et executives & business people who a e mobile The laptop is fitted with hybrid hard disk drive. Sony being the company which positions itself as a seller of durable & high -end products. Sony India has its footprint across all major town & cities with a distribution network of over 7000 channel partners. Sony has used the method of one level distribution channel. while selecting the appropriatedealers or wholesalers.e. it is practicing selective distribution of its products from the selective dealers i.

2010 (July 1. 2010). Forecasted operating income for the fiscal year has been revised upward. a significant improvement over the loss recorded in the same quarter of the previous fiscal year. reflecting favorable second quarter performance. general and administrative expenses ratio. . contributed significantly to the improved consolidated operating results. The Networked Products & Services segment.7 billion yen was recorded despite unfavorable foreign exchange rates. 2010 to September 30. Consolidated operating income of 68.PROFIT The FINANCIAL -. despite the expectation of a difficult business environment for the remainder of the fiscal year. Progress in structural transformation initiatives resulted in improvement in the cost of sales ratio and the selling. including the game business and PCs.Sony Corporation on October 29 announced its consolidated results for the second quarter ended September 30.

category and gaming segment investing T.V. S OT ANALYSIS OPPORT NITIES "Asset Light" strategy T. business expansion Internatinal market penetration.V. % STRENGTH Innov ion % !!    & # " $ . THREAT Competitior competition Global economic recession Electronic/Network security Greening standard compliance.SWOT ANALYSIS Quali y B and S ength Product Di erentiation EAKNESS Maintaining multiple functions PS3 transition Product pricing International Expansion Battery Efficiencies Picture Industry Financial service industry Corporate Governance. High s eciali ed integrated product and services ide cover spectrum over multiple markets "Trillion Yen" business Blu-ray Disc de facto industry standard.

2% during fiscal year  Financial Services y Revenues declined 10. Sony has by far influenced most of the consumers perception favourably towards its products.5% y Operating income plummeted 73. . Conclusion of the Current Marketing Mix: The current marketing mix which Sony Corp oration has is satisfactory to customer needs. In providing a wide range of products & services with high quality. As it can be clearly seen that Sony as a company has expanded its products & services from electronic and digital devices to television broadcasting & entertainments like music & movie production.1%  Primary focus y Electronics and Gaming y Research and development y Alphatec/Alpha stores.RECOMMENDATIONS  Exonerate  Sony pictures y Business sells decreased 11.