Integrated Marketing Communication – Sony India

Team Members

Group 9 - Section C

Jaikumar A
Kartik Singh
Rahul Mohapatra
Shanu Tewary
Shubham Bang

About Sony India:

Sony India is one of the most recognised electronics brands in the country with a presence
of over 25 years. Sony offers products in the categories of televisions, video cameras, audio
devices, Playstation, mobile, tablet and smart devices.
Sony has a presence in all major towns and cities across the country with a distribution
network of over 20000 dealers and distributors, more than 300 exclusive Sony outlets and
25 branch locations.

Target Market of the Brand:

India is Sony’s fourth-largest contributor to global sales with TVs being the biggest
proportion of the revenues followed by audio products, cameras and smartphones
respectively. The major target segment for the company includes young demographic, tech-
savvy and people with high disposable income. Sony targets the premium end of customers
and maintains a price premium across the entire product range, as Sony is considered to be
a ‘premium’ brand globally.
Competitors of Sony India:

1) Consumer Appliances: Samsung, LG, Xiaomi

2) Cameras: Canon, Nikon
3) Gaming: XBOX

Issues Faced by the Brand:

Sony India saw a decline in revenue for the fourth consecutive year in 2019 with the
company facing competition from the Chinese brands and those selling exclusively online.
The decline can mostly be attributed to a dip in the 32-inch television segment, exit from
mobile phone business this fiscal year, and exit from the laptop segment a few years ago.

Potential Future Marketing/Communication Objective:

Sony has positioned itself as a premium brand globally with some of the most
technologically advanced products. There is a need to solidify Sony’s premium image in this
country, while continuously launching state-of-the-art premium products and giving true
value to the customers, and effective communication/campaign for its products. The
company would be aiming at creating a better connect with the customers, understanding
the Indian psyche and better communication with its customers and trade partners.

Nature of the Services:

Sony needs a new strategy in India to make a strong comeback and especially one that
focuses on increasing revenue and not just reducing expenses. This would require a good
capability of understanding the Sony brand and providing a unique strategic approach
towards strengthening the position of the brand in the market and widening the audience
segment to increase revenues.
Sony has a dependence on effective communication during festive season including Diwali,
Durga Puja etc which constitute for major sales of the company. This requires the marketing
of promotional offers and effective campaigns during this period to boost the sales