Name of Institution

SONY
PRESENTED BY:
SUBMITTED BY :
NAMAN AGARWAL (C-34) AMAN PRATEEK (C-43) M.N.S.VENKATESH (C-35) ABISHANK PAL (C-22) JYOTI BANSAL (C-5)

Name of Institution

Name of Institution

Company Profile Distribution --Introduction Types of distribution

Market Segmentation

Name of Institution

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 : Japans first transistor radio (1955) Trinitron color television (1968) Walkman personal stereo (1979) Handycam videocamera (1989)

PlayStation (1994)
Blu-ray Disc recorder (2003) PlayStation3 (2006).

CATEGORISATION OF SONY PRODUCTS Name of Institution

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

Name of Institution

SONY VIDEOCAMERA

SONY LAPTOPS

HOME THEATRE

PLAY STATION 2X

SONY PCS 11

Name of Institution

SONY VCR

Sony's BRAVIA series HDTV

SONY DISCMAN

SONY PLAYSTATION 2

Name of Institution

Distribution Management is the management of all activities which facilitates movement & co- ordination of demand & supply in creation of time & place utility of goods & services

SONY Promotion
SONY MARKETING COMMUNICATION MIX

Name of Institution

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

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.

PUBLIC RELATIONS(PR)

Name of Institution

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 (, 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 EX-COMMUNICATES SO. SO ITS THE DUTY OF THE PUBLIC RELATION DEPARTMENT OF SONY TO SOLVE SUCH ISSUES AS MENTIONED ABOVE SO AS TO ENSURE THAT IT MAINTAINS A GOOD PUBLIC RELATION WITH THE PUBLIC. AFTER THE INCIDENT, THE CAMPAIGN WAS QUICKLY DISCONTINUED.

Name of Institution

SONYS MARKET SEGMENTATION

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

Name of Institution

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

Segmentation
Sony Ericsson- Niche Marketing

Name of Institution

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
LCDS

Name of Institution

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