A Marketing Plan On Energy Saving & Eco Friendly

SONY BRAVIA

Submitted to-

Submitted by-

Dr. Kamal Md. Kamal Dr. Md. Uddin Uddin Course Instructor EMBAAssociate Program Professor Department International Business Department of of International Business Faculty of Business Studies University Faculty of Dhaka Business Studies University of Dhaka
Date of Submission: 4th August, 2010

Faisal Bin Alam Razaul Karim

ID-80116018 ID-80116010

Tanvir Mahamud ID-80116008

4th august, 2010

Dr. Md. Kamal Uddin Course Instructor EMBA Program Department of International Business Faculty of Business Studies University of Dhaka

Subject: Submission of Assignment.

Dear sir, With due respect We would like convey to your knowledge that as per our EMBA Program, we have prepared our assignment under mentioned topics. Now we like to submit it to you. We have tried our level best to prepare the paper in consistence with the optimal standard under your valuable direction.

We request you modestly to accept our paper as it may suffer from some shortcomings. Therefore, We hope that this will meet the standard of your judgment.

Thanking you for your kind supervision

Sincerely yours

Faisal Bin Alam Razaul Karim

ID-80116018 ID-80116010

Tanvir Mahamud ID-80116008

Department of International Business EMBA Program University of Dhaka

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ACKNOWLEDGEMENT
We are deeply indebted to prepare the term paper of Principles of Marketing on Preparing a Marketing Plan: A perspective of Sony Bravia 3D HDTV topic.

We would like to mention our gratitude to honorable Course Coordinator, Dr. Md. Kamal Uddin, Course Coordinator, EMBA Program, Department of International Business, University of Dhaka, for letting me to prepare this paper.

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Table of Content
Executive Summary Company Profile
Origin of Sony Vision Mission Category of Products Page-5 Page-5 Page-6 Page-6 Page-6 Page-7 Page-7 Page-8 Page-8 Page-9 Page-9 Page-13 Page-13 Page-15 Page-15 Strength Weakness Opportunity Threat Marketing Objective Marketing Strategy Positioning Product Price Place Promotion & Advertising Conclusion Bibliography Page-16 Page-16 Page-16 Page-17 Page-18 Page-18 Page-19 Page-19 Page-19 Page-20 Page-21 Page-22

Current Marketing Situation Market Description

Target customer Segment Customer Product Features Competitive Review Channels & Logistic Review SWOT Analysis

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Executive Summary
World renowned company, Sonys television business is uniquely positioned to thrive in today's consumer electronics marketplace. Other manufacturers have accepted the commodication of their wares, focusing on price points and generic television advertising strategies. The introduction of 3D in their eyes is another gimmick for pitching technological superiority. We propose that Sony takes advantage of this miscalculation and grabs a signicant lead in consumer mental space by focusing on consumer 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 solely its own equipment and content. That is its largest competitive advantage and needs to be leveraged to the maximum when communicating the value proposition. This needs to be done on a mass scale, with publicity and public excitement.

Company Profile
Sony Corporation (Sony), founded in 1946, is the fifth largest media conglomerate & world's second-largest consumer electronics maker after Samsung. Its diversied operations are spread across electronics, games, entertainment, and nancial services categories. The company operates globally in over 200 counties across Japan, North America, Europe, and Asian countries. The company's current slogan is Make.Believe Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its seven operating segments Consumer Products & Services Group, Professional & Device Solutions Group, Pictures, Music, Financial Services, Sony Ericsson and All Other. Over the years, the group has established a strong brand image in global markets, which increases its bargaining power and makes its entry into new product segments easier. Sonys Brands include: BRAVIA, Vaio, Cyber-Shot, and PlayStation.

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Origin of Sony:
Behind the phenomenal success of Sony are two men. Masaru Ibuka was an engineer and Akio Morita a physicist when they decided to create a company repairing and building electrical equipment. On May 7, 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation), also known as Totsuko, was established in Tokyo.

Masaru Ibuka and Akio Morita, the founders of Sony Sony name was created by combining "SONUS," the original Latin for "SONIC," meaning sound, with "SONNY," denoting small size, or a youthful boy. It was chosen for its simple pronunciation that is the same in any language.

Vision
To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services.

Mission
Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

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Category of Products:

TV & Home cinema

Cameras & Cam-corders

Vaio & Computing

Portable Audio

Reader e-book

Home Audio

Playstation Memory discs& Batteries

Car Entertainment.

Accessory Finder

Current Marketing Situation:

Sony has an immense brand image worldwide through high level of customer satisfaction over the years. Over the decades, Sony has been very successful to understand customers needs, wants & demands. Thats the reason for the companys enormous achievement, what Sony stands at present. With a satisfactory market growth & relative market share, company has been working on product development, market development, new product & product diversification constantly.

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LCD TV has been very popular within a short range of time & growing its demand very rapidly. Its already a very popular device in USA, UK, Australia, Asia pacific region even in South-east Asia. It also has a growing demand in Bangladesh.

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

Target Customer:
Our qualitative research supports an initial target, for an ideal customer, as a 2535 year old innovator male who regularly uses his television to watch lms and network programming, possibly gaming. He is technologically savvy, has disposable income and considers himself an innovator when it comes to acquiring the latest devices. He most likely owns a video gaming system and has an above-average home entertainment system. He will likely be unmarried or recently married and may have young children. A secondary market will be gender non-specic, targeting the age ranges of 3545. These will be young married couples with children varying in ages but who have a home gaming or home entertainment system in place. These individuals will also be innovators, but with a target adjusted toward family entertainment and educational concerns.

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Segments Customer:
We target two segments: new television purchasers and current Sony product users. 1. Purchasers of 3D Television In this segment, we assume that the consumer already owns a high denition television. The challenge is to convince the consumer of the benets to upgrade to a 3D television to maximize the viewing experience. Emphasis will be placed on enhanced viewing capabilities as a total viewing experience, focusing on the increased offerings of 3D channels and viewing options that are forthcoming from networks and cable service providers. Sonnys product would be position as a total 3D solution for experiencing enhanced programming, such as sporting events, movies and major entertainment events (such as concerts). 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. 2. Existing Users of Sony Products This segment of individuals is already familiar with Sony branded items and, in most instances, will already be owners of gaming equipment (Playstation) or Sony home theater components, such as Sony Blu-ray disc players. In conjunction with presenting the benets of 3D television generally, this segment would be targeted specically to recognize the ease of integration with the Sony product into their existing Sony devices.

Product Features:
High definition display With screen resolutions of up to 1,366 x 768 pixels, both the V- and S-series TV panels will be able to offer High-Definition image quality. Together with the integrated WEGA Engine, the new TVs also promise improved contrast, fast response and wide viewing angle, according to Sony. Enhanced color reproduction Sony claims its Wide Color Gamut Cold Cathode Fluorescent Lamp (WCG-CCFL), available in the top-end V-series panels, is a key feature that will enable the company to stand out from the competition. This enhanced feature is said to reproduce a wider color range, creating deeper and richer green and red gamuts in LCD TVs for improved picture realism.

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Improved surround sound quality To complete the whole home theater experience, the V-series LCD displays will be equipped with Sony's S-Master full digital amplifier, while both the V- and S-series panels will feature SRS TruSurround audio capabilities. This will enable users to enjoy virtual surround sound using just the two onboard speakers. Automatic light sensor Also available in the V- and S-series LCD TVs is the advanced Light Sensor feature which automatically optimizes the picture intensity to the brightness of the surrounding environment. Picture-and-Picture (PAP) The V-series panels will come with two onboard tuners, so you can watch two TV shows side-by-side on the same screen.

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At a glance: few BRAVIA LCD TV

Model Names Article I.

Price

38,500 tk

SONY BRAVIA BX3 32 Inch HD LCD TV

Article II.

57,000 tk

SONY BRAVIA 32" LCD X-Reality Picture Engine

90,000 tk

Sony 40 Bravia LED model ex-710

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Model Names

Price

96,000 tk

Article III. Sony Bravia bx-420

1,58,000 tk Article IV. Sony BRAVIA 3D 40'' NX720 LED TV

2,19,000 tk

Article V. Sony Bravia EX700 52" LED TV

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Competitive Review:
The main three competitors of Sony in 3D TV marketing are1. Samsung 2. LG 3. Panasonic Samsung has been very aggressive with its 3D campaign as it has positioned itself as the worlds rst LED 3DTV. They have launched a major media campaign that depicts the hardware as if it were a work of art, providing an immersive 3D experience that brings people together and enriches their lives. A second follow up campaign focused on showing a family bringing home the wonder of 3D entertainment. 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. The concert footage would be distributed to new Samsung 3D customers. LGs 3DTV plans include use of Passive 3D technology, which requires signicantly cheaper 3D glasses than Active 3D technology that is being utilized by everyone else. This may attract many budget consumers to LG 3D, even though they might compromise on quality. LGs media campaign is targeted towards the beginning of a new era in TV viewing as it highlights the end of traditional TV. The campaign focuses on the transition of moving from traditional TV to 3DTV. Panasonic is using Plasma technology for its choice for delivering 3D. They claim that Plasma TVs delivers a better 3D experience. Panasonic has signed an agreement with Best Buy to display their 3D technology at Best Buy retail stores. 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 not offering Internet connected 3DTVs whereas all other companies have models that support the internet.

Channels & Logistic Review:

Sony has a huge distribution network through many channels worldwide. Sony retailer network, which mainly comprises of retailers & distributors wants consumers to have best customer experience. Rangs Electronics Limited (REL), which is a pioneer in the field of electronics & electrical products in Bangladesh, is the only authorized company for assembling, marketing & distributing all sorts of sony products in Bangladesh.

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Rangs Electronics Distribution centre in Banglades (blue color indicates uncovered region)

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SWOT Analysis:
STRENGTH
Strong Brand Image Worldwide Reputation High Market Share High Quality Products High Technology Pioneer in the Industry as Being Creative and Innovative Supports R&D Activities Diversification in Manufacturing Locations Around the World Ability to Provide High Motivation to Its Employees Loyal Customers Only company fully emerged in the 3D value chain: content, 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, manufacturers of 3D glasses

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WEAKNESSES
Not enough market data available for 3D preferences New hardware is required for 3D Switching from 2D to 3D is expensive Limited 3D content Last major company to launch 3D TV Competitively high price

OPPORTUNITIES
Continuous growth in their sectors. Increasing demand in technological products around the world 3D Gaming Academic and Professional applications Medical Applications 3D TV sport content 3D Advertising content 3D PCs Vaio Other 3D consumer electronics- cameras, camcorders, etc

THREATS
Strong competition in the market. PC graphic chip makers can offer the same 3D technology at a lower price Competitors such as Panasonic, LG and Samsung have already introduced their 3D TVs in the market Newer, better technology could emerge
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Marketing Objective:
Global demand for 3D TVs is projected to reach 15.6 million units in 2013 from an estimated 1.2 million this year. That gure could reach 64 million in 2018, when total revenues are expected to hit $17 billion. The plans 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. Secondary objective is to restore Sonys leadership in the television manufacturing marketplace. In order to achieve the outlined objectives a number of targets need to be hit. 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. While the Made In Japan tag doesnt carry the same cache as it did a few decades back, the ground can be regained by effectively communicating to the consumer Sonnys market position as the only start-to-nish 3D Company. The consumer needs to aspire to have a Sony 3D television, Sony Blu-ray disc player, PlayStation 3, and a Sony surround sound system while they consume the 3D content produced and distributed by Sony and made with Sony equipment. That is to say, the consumer must want a total Sony 3D experience. While that is very hard to achieve, the consumer can start getting close to the feeling by purchasing a Sony 3D television and proudly saying, Its a Sony! The role of retailers is not to be underestimated. Their cooperation with the companys efforts to position the brand is essential, since a signi cant portion of consumers rst direct encounters with the product happen within their stores. Best Buy, among others, 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 plans campaign. The plans 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. After the implementation, regular updates will be made. Retail order response and qualitative feedback will be another important measure of the plans success.

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Marketing Strategy:
Sonys marketing strategy is based on Societal Marketing Concept.

Positioning:
Sony has a unique, distinctive position in the eye of the consumer. Sony products are considered to be high quality. Sony Bravia added a new dimension in that.

Lowers electricity bills :

Worlds 1st micro tubular hot cathode flurescent lamp (HCFL) reduces power consumptions by more than 50% compared to any other LCD TV or even those from sony.

Energy Saving:
A new energy saving switch allows users to draw virtually no power where other LCD draw a small amount of power even in stand by or when switched off

Eco-friendly:

Most Bravia models from 2009 carry the flower label, which is a EU certified ecolabel for environment friendly products. All new bravia models are awarded Flower Eco-label.

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PRODUCT
BRAVIA 3D HDTVs are to be positioned as luxury electronics. Their high quality is communicated by an elegant design and awless attention to detail. The current line up has 3 series (the LX900, HX900, and HX800) that come in 6 sizes (40, 42, 46, 50, 52, and 60), for a total of 8 different SKUs. Our belief is that there should be one model in small, medium and large sizes, sandwiching the most popular size of 46. Furthermore, when considering product life cycle, Sony BRAVIA 3D HDTVs can be broken down into three curves: Sony company brand, BRAVIA brand, and 3D televisions as product. Sony is unquestionably the market leader in terms of verticals.

PRICE
Current pricing strategy has Sony 3D HDTVs wedged somewhere between that of Samsung and Panasonic. Sonys pricing is considerably higher and rightfully so. When the 3 model approach is implemented, it will become easier to communicate the value through the price, price in itself becoming an uncompromising sign of the products quality. LX900 Series: 40 - $3,200, 42 - $3,900, 50 - $4,800, 60 - $6,500 HX900 Series: 46 - $4,350, 52 - $5,250 HX800 Series: 40 - $2,450, 46 - $3,100 In Bangladesh there is a wide range of Sony Bravia of different models & variety, price ranges from 22,000- 3,60,000 tk (approximately at present)

PLACE
Consumers may purchase the product at their nearest high-end electronics store or consumer chain, through an online retailer, or directly from Sony Style, Sonys online store. It is important to draw retailers to the prestige of carrying Sony BRAVIA televisions and in no way subsidize the in-store product demonstration. One of the plans goals is to make the Sony 3D Experience valued by the consumer, hence stores that include a new Sony 3D Experience home theater room can expect to see increased foot traffic. In Bangladesh, Rangs Electronics Limited is the sole assembler, marketer & distributor of Sony products.
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PROMOTION & ADVERTISING

" The promotional plan outlined in the following pages is at the heart of the proposed marketing mix. Sony has 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. The consumer is less and less concerned with the technological specications, because they expect them to be the best quality possible. Sony plans 3D Experience to the consumer directly, regardless of their demographics.With these considerations, it propose a nationwide, promotion centered strategy structured around a mobile campaign to showcase the 3D Sony Experience in a home theater environment. It is a logistical challenge, and at the plan's core lies the ability to successfully coordinate and manage several promotional companies. The working name for the initiative is Sony 3DWORLD.

Using PromoAid it designed a portfolio of promotional companies to employ in this campaign. Coordination, quality control, and effectiveness monitoring will stay in the hands of our team. TOUR On Board Entertainment (Sausalito, CA) At OBE, the goal of Mobile Marketing is simple: we bring the message to the consumer. In mobile events, it lets the brand message come to life organically and take root through questions, one-on-one interaction and true branded experience. INTERNET/SOCIAL NETWORKS - Brandmovers (Atlanta, GA) Brandmovers specializes in Online Games, Contests, Sweepstakes, Reward Solutions, Facebook Apps and mobile promotions that deliver measurable results. Major brands turn to
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IN-STORE/RETAIL ADVERTISING Reatil advertising deliver over 10 billion media impressions annually. Valassis is the nations leading marketing services company, MARKET RESEARCH - BG Key Analytics (Dobbs Ferry, NY) Bg Key Analytics' small team members are experienced researchers with different areas of expertise, including Project design, execution and reporting, Data analytics and processing, Coding of verbatims for pen ended questions MOBILE - 5th Finger (San Francisco, CA) A creative mobile agency that formulates strategies and designs engaging interactions for consumers living on the go. NATIONAL/LOCAL ADVERTISING and PR - Ogilvy & Mather (New York, NY) Following Oglivys commendable performance in Vietnam we propose to continue working with the rm for this project

Conclusion:
In year 2009, Sales & operating revenue in the electronics business of Sony decreased 17% 5488 billion yen. Business recorded a 168.1 billion yen operating loss. The devastating earthquake has a major impact for that. But good news is, sales for Sony Bravia LCD televisions increased sharply & leading the sector at present. It is expected that the marketing strategy, marketing mix with all its tools working effectively, the promotional plan will help Sony acquire key territory in the consumer mental space, regaining the associated prestige with owning the brand, Its a Sony! Most importantly, eco-friendly, energy saving technology will certainly help to boost again. In a bold stroke Sony will introduce 3D to the population by bringing it to their doorsteps and will effectively communicate not only the benet of 3D, but most importantly the benet of owning a Sony BRAVIA 3D HDTV.

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Bibliography:

www.wikipedia.org www.sony.net www.sony.com www.sony.co.uk/hub/eco www.sony.co.uk/article/id/1234253950778 www.clickbd.com/bangladesh/268710-new-sony-bravia-sale-for-lowestprice.html www.velki.com/market/catAds.asp?cat_id=26 http://electronicsfurnitureinfo.com/new/sony-bravia-tv-price-in-bangladesh www.rangs.org/about.html

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