Case study

Sony
Group number 1
Ashas Imran
Usama Khalil
Farooq Khakwani
Aimen Malik
Ammar Bin Iqbal
Aleeza Rehman
Adeel Ali

CLASS:

BBA 1st EVE

SUBMITTED TO : MAM
NOSHIZA

SUBMITTED BY : GROUP
NUM 1

SUBJECT: CONTEMPORARY
WORLD

SONY
Make.beleive

INTRODUCTION TO COMPANY

1946, Masaru Ibuka and Akio Morita along with the small team of the
dedicated group of employees started Tokyo Tsushin Kenkyujo( Totsuko)
Tokyo Telecommunication Research Institute ' today it is a billion dollar
conglomerate. The main objective of company was to design and develop
innovative quality products for people.
Started from creating a rice-cooker to Japan's first magnetic recorder, the
innovative company has created valuable products, which won the
company international acclaim and international acclaim of a truly global
company for its development of innovative quality products.
The significant milestones of the company are: Japan's first transistor radio
(1955), Trinitron color television (1968), Walkman personal stereo (1979),
Handy cam video camera (1989), PlayStation (1994), Blu-ray Disc recorder
(2003), Play Station 3 (2006), LCD TV (2005), BRAVIA (2007). Sony is
planning to launch 3D LCD TV by the end of 2010.
The origin of the name SONY is comes from the combination of two words
"Sonus" and "Sony" ,in Latin Sonus means sound and sonic while Sonny
means little son.
In 1958 the company formally adopted name of Sony Corporation.

LOGO OF COMPANY
The logo of the company currently is :

Sony
make.beleive

 It means Sony is the place where imagination becomes

real
Sony says: We promise that any thing you can imagine
we can make real

SERVICES OF SONY
As we all know that Sony is a global company which
is recognized all around the World and it is working to
provide its services everywhere around the globe.
In Pakistan, Sony has launched his service centers
where we can easily give a trail to their products
without any cost for example we can easily check
their new products like Headphones,Camera or any
thing of Sony products
In Multan company has launched its two service
outlets one in United mall and second in Cantt. A
polite staff is always present in the services outlets
to guide all is customers.
Moreover, if we want to check it globally we can look
at all new and latest products at Sony Official
website.

Mission
At Sony, our mission is to be a company that inspires
and fulfills your curiosity.
Our unlimited passion for technology, content and
services,
and relentless pursuit of innovation, drives us to
deliver
ground-breaking new excitement and entertainment
in ways that only Sony can.
Creating unique new cultures and experiences.
Everything we do, is to move you emotionally.

BE MOVED
VISION

 Its vision is to become a broadband entertainment

company.
To create exciting New digital entertainment
experience.

TARGET MARKET
DEMOGRAPHICALLY
Sony targets all different types of people. They have
devices for everyone, which do not depend on age.
Like cameras, or a T.V that anyone can buy, and is
not specifically for a certain age group. The only
thing is that if you are young you would probably
want to buy a gaming system, or a T.V and if your
older you are probably interested in cameras or
laptops. Sony tries to make their products for
everyone, so they can get more sales that way.

HIGH-CLASS
Sony basically targets high class of the society
because they have maintain their pricing according
to it. They have maintained their quality in such a
way that irrelevant of its pricing customers are
attracted by its quality and the experience they get
by using the sony products.

ECOFRIENDLY
Sony has been recognized by the CDP in the Japan
500 Climate Change Report 2015. Sony was listed in
both the CDPs Climate A List, which assesses
performance relating to climate change mitigation
strategies and measures, and its Climate Disclosure

Leadership Index (CDLI), which rates transparent

information disclosure. Sonys inclusion in the A List
is recognition of the companys efforts to reduce the
energy consumption of its products, curb greenhouse
gas emissions at its operating sites, and accelerate
the use of renewable energy.
Since 2000, the CDP has conducted surveys
analyzing climate change strategies at leading global
companies and this year, the CDP surveyed over
5,000 companies globally including 500 leading
companies in Japan. In this years report, Sony was
awarded the CDPs highest performance band of A
for its actions to reduce emissions and mitigate
climate change, and a perfect disclosure score of 100
in the CDLI, making it a standout performer in both
indices.

REVOLUTION IN PRODUCTS
The key to success in this challenging and highly
competitive technological marketplace is effective
innovation and the continual development of new
products. All new product development has to go
through a number of stages. New products have to
be conceived, a process of imagination, creativity
and inspiration. These new ideas must then be
screened and evaluated from both production and
financial perspectives. Successful ideas will be
developed in the laboratory and undergo thorough
test marketing before they can be launched. Market
research is crucially important throughout these
processes, both of the potential market and of the
product, but often with such innovative products as
the PlayStation and Walkman, Sony is anticipating a
desire that consumers have yet to appreciate. Sony
has literally created the market for these products.
Market research is vital in keeping in touch with
consumers dreams.

 Sony Corporation is the leading manufacturer of

audio, video, communications and information
technology products for the consumer and
professional markets. Its music, pictures and
computer entertainment operations make Sony one
of the most comprehensive companies in the world.
Founded in 1946, Sony has been at the forefront of
technological advances and now has 1,041
consolidated companies, 65 affiliated subsidiaries
and employs more than 177,000 people throughout
the world. Sony recorded world wide sales in excess
of $56 billion in the year ending March 1999.

In my point of view: Sony has brought revolution

in every stage of technical modification but the major
success for the company was in the time period of
1990s because the company made the record
earnings in this time period.

REVOLUTIONARY PRODUCTS

In 1994 Sony launched its product Play Station as

it was the first compact disk videogame console in
the World, it made a revolution for the gamers all
around the World
In 1982 Worlds first CD player CDP-101 was
launched
In 1989 compact and lightweight passport-sized
8mm camcorder Handycam CDD-TR55 was
launched

YEAR OF EMERGENCE
The term Corporate Identity (CI) refers to both a
company's characteristics and the image it conveys
to the public. In the early years, when Sony was still

relatively small and unknown, CI was a totally new

concept in Japan. However, people at Sony realized
the importance of CI early on and began to promote
the Sony brand name worldwide.
In 1955, Ibuka and Morita registered SONY as an
official trademark of Tokyo Tsushin Kogyo with the
intention of establishing the name as a global brand.
One month later, when Bulova Inc. of the US
promised to order 100,000 transistor radios on the
condition that they be sold under its own brand
name, Morita refused, saying that his company would
only allow its products to be sold under the Sony
brand. When pressed, he asked Bulova, "How many
people had heard of your company fifty years ago?
My company is just starting out, but fifty years from
now it will be just as famous as yours."
In 1958, Tokyo Tsushin Kogyo, which was gaining
recognition for its Sony brand goods, changed its
name to Sony Corporation. The name "Sony" is easy
to pronounce and read in any language. Moreover, it
has a short lively ring, which matched the spirit of
freedom and open-mindedness which Ibuka
emphasized in the company's Founding Prospectus.
The name "Sony" was neither derived from anything
connected with the electronics industry, nor from the
names of the company's two founders. At the time it
was introduced, the name was considered by many
Japanese to be quite strange. The fact that it was
introduced at all can be attributed to Ibuka and
Morita's progressive philosophy.
After changing its name, Sony set about building its
brand image. Morita firmly believed that brand image
could be built from the ground up, and that a
company had to work hard to develop it. For him,
corporate image was like a product; it had to be
carefully manufactured and marketed and he always
kept this in mind when conducting business.

4PS
PRODUCT:
Sony is a company which always brings revolution

in its products as its logo make.beleive shows

that any thing which you can imagine can be
achieved
Sony is one of the world's greatest brands in the
eye of the consumer. Sony products are considered
to be high quality, unique, and convenient.
Mainstream culture has embraced Sony's
innovation.
Sony strives in innovative products that are easy
for customer use
Latest products that Sony has have give are h.ear
on Headphones , Sony mobile projector etc

Price:

1.
2.

Sony basically targets the high class or middle high

class of the society because they have maintain
their set of Quality in the customers mind
The features are of their products are so good that
irrelevant of their high pricing Customer are easily
attracted by it and the comfort they get after using
products easily attracts them
EXAMPLE
SONY VAVIO laptops that are relatively high in
price with Dell , Hp or Toshiba
BRAVIA TV are also high priced as compared to
other companies such as Samsung etc

Promotion:
This section describes the different sales
promotions offered by
Sony.

Advertizing:
Sony Electronics advertizes through direct mail,
TV advertisements, newspapers, magazines i.e.:
Business week, Times, Wall-Mart, Best Buy, Target,
and leading news papers worldwide.

Customer relationship
management (CRM)
Sony is strong believer in communication with
customers through personal interaction. Market
research and marketeering strategy is based on
feedback from customers. Sony provides opportunity
to its customers to send feedback about the products
they purchased. Sony offers instruction manuals on
all products. Marketing is not an event but an
ongoing process, Sony uses customer feedback to
improve their products. Sony welcomes complains,
suggestions and ideas from customers and all the
information received through feedback is sent to
planning and design group.

Public relations:
PR department of Sony Corporation works directly
with the executive team to create strong relationship
with public. This creates people to be more
customers based and involved with customers and
their interest, likes dislikes and needs.

Web marketing:
Web marketing is the most dominate feature of Sony.
It offers different Videos and pdf brochures to help
customers understand their business and products.
There is Sony a reward program which offers credit
card and opportunities to win prizes and save on
Sony products, participates in entertainment games
and earns additional points, (Sony Rewards, 2009).

PLACE:
Global context in Sony's marketing strategy: Sony
offers same products in different countries to serve
the similar needs of worldwide consumers. This
successful strategy has derived from the strengths of
Sony over competitors in terms of anticipating
hidden consumer needs such as Walkman served
worldwide consumers for entertainment. This puts
the Sony one step ahead over their competitors. As a
consequence of global availability and serviceability
of Sony, it has global recognition, which enable Sony
to be familiar in every country and as a result
customers feel more comfortable.
Sony's objective is to construct strong customer
relationship marketing and direct communication
with their customers. To achieve this target Sony has
incorporated e-business.
Today Sony communicates with its customers,
individuals, resellers, and corporate customers
through the internet. This technology has created an
open communication line between customers and
stores, stores and corporate and also between stores
and suppliers.
Sony is looking forward to capturing the voices of
every customer for better customer satisfaction and
effective communicate with them.

CONCLUSION
The impact of technological change on a firm is
usually considered an external influence. By taking
such an essential role, driving the markets forward
through its innovative research and development,
Sony has been able to become a proactive force,
rather than having to react to changes. By

internalising much of the technological advances,

Sony put itself in a strong position to fulfil its goals
and objectives. However, Sony has only been able to
achieve this by being prepared to change and adapt
from within.

Facts n figures
Sony Corporation is one of the best-known names in
consumer electronics and ranks second worldwide in

electronics behind Matsushita Electric Corporation.

Since it was established shortly after World war 2

Established:

Japan, May 7, 1946

as Tokyo Tsushin Kogyo K.K.
Company name changed to
Sony Corporation in 1958

Founders:

Masaru Ibuka & Akio Morita

President:

President & CEO: Kazuo Hirai

Headquarters:

Tokyo, Japan

Sales:

7,767.3bn / $75,410m
(as of March 31, 2014)

Number of employees:

140,900 (as of March 31, 2014)