Edibe Esra Yigit , 20191201
Ramy Mohamed , 20191075
Sondos Alaa,20191223
Moataz khaled ,20190531
Youssef Amr,20190568
Youssef Mohamed Fathy,20191258
Mahmoud Mostafa Mahmoud, 20191172
Farah Maged,20191064
Ahmed Mohamed ,20191110
Eslam Mohamed ,20191121
history
Introduction about the company and it's
or service
Promotional methods
Marketing channel strategies and
structure
Competitive advantages
How to replan the marketing channels to
be more efficient
 HISTORY OF SONY

Founding

In 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering

Corporation, The predecessor of Sony Group Corporation)
started as a small company with a capital of just 190,000 yen (slightly more than
$1,500) and approximately 20 employees.
Founder Masaru Ibuka said the purpose of setting up the company was to "establish
an ideal factory that stresses a spirit of freedom and open-mindedness that will,
through technology, contribute to Japanese culture." Symbolizing Sony's spirit of
challenge to "do what has never been done before," the company has continued to
release countless "Japan's first" and "world's first" products.
The company was incorporated by Ibuka Masaru and Morita Akio in 1946 as Tokyo
Tsushin Kogyo (“Tokyo Telecommunications Engineering Corporation”). Ibuka,
whose Japan Precision Instruments Company had supplied electronic devices during
World War II, and Morita, an applied sciences instructor, had met during World War
II as engineers designing heat-seeking missiles for the Imperial Japanese Army. Ibuka
and Morita worked together for the next 40 years in what has been called one of
“business history’s most productive and intriguing relationships.” Ibuka’s genius with
product development and Morita’s mastery of business management and marketing
turned Sony into one of the most renowned brand names on the globe. Sony, which
became the official name for the company in January 1958, was derived from the
Latin sonus (“sound”) and was conceived to be an international and not a Japanese
term.
The company’s first consumer product was an electric rice cooker. Although this
product sold poorly, Totsuko, as the firm’s name was abbreviated, did have a
successful business repairing radios and other electrical equipment. Its repair work for
the Japanese radio broadcaster NHK had to be approved by the U.S. army of
occupation, which later gave the young company repair jobs of its own.

Original Products

Sony has a long history of introducing technologies. In 1955, Sony introduced Japan's
first transistor radio, the TR-55. Soon after, the company launched a pocket-sized
transistor radio. In 1960, Sony released the world's first direct-view portable TV, the
TV8-301. The company continued improving the TV and within two years produced
the tiniest all-transistor TV. In 1989, Sony released the Handycam, a portable, easy-
to-use, 8 mm camcorder. In 2003, the company released the world's first Blu-ray disc
player. In 2005, Sony upgraded the Handycam to the High Definition Handycam,
creating the world's smallest video camera. However, Sony's most influential
product was the Walkman, first released in 1979. The small, lightweight portable tape
player revolutionized the way people listened to music, by making at an individual
and personal rather than a shared experience. In 1984, Sony followed that initial
success with its release of the Discman, the company's first portable CD player. The
company's dominance faded as tapes and CDs gave way to digital music, but the
Walkman's influence can be seen in modern mobile devices.

Content and Media

Sony is also a major player in the music and film industries through its Sony Music
and Sony Pictures divisions. Sony Music began as a joint venture with American label
CBS in 1968, but became a wholly-owned subsidiary of Sony in 1988. The company
acquired filmmaker Columbia Studios in 1989, along with the rights to its back
catalogue of movies, making Sony Pictures Entertainment an immediate force in the
industry. These two divisions represent more than diversification on Sony's part,
forming part of a deliberate corporate strategy. Controlling its own content ensured
that Sony's technological innovations would never be thwarted by lack of industry
support, as Blu-ray's triumph over the rival HD-DVD format would illustrate.

Gaming Success

Rivals Nintendo and Sega resurrected the gaming console market in the late 1980s,
after the spectacular crash of early pioneers such as Atari. Seeing the potential for a
new contender with deep pockets and superior technological expertise, Sony formed a
new division called Sony Computer Entertainment in 1993 to exploit this market
niche. Its Playstation line of consoles and their portable counterparts have proven to
be reliable moneymakers for the company. Playstation series have been on market
since decades, yet it does seem like they will be on top of the game further than that
too.

Sony Today

As of March 2013, Sony employed more than $146,000 people worldwide. The
company's year-end revenue in March 2014 was over $7.5 billion, with an operating
loss for the year of over $1.2 billion U.S.. Much of that loss came from the company's
decision to shut down its troubled PC manufacturing operation, as well as lower-than-
expected sales of smartphones and ongoing price pressure from lower-cost rivals in its
audio and video divisions. Its mobile communications division, gaming division,
imaging-products division and Sony Pictures division remain strong, providing the
bulk of the company's projected revenue growth for years to come.
Introduction about the company and its products or service

The vision of Sony: Sony Corporation creates sustainable financial services,

electronics, entertainment, and gaming goods with its vision and mission statements
in sync. To ensure business resilience in the market, the company's corporate mission
and vision effectively direct organization and employee success.

Statement of Sony's Mission

“Our mission is to use our passion for technology, content, and services to deliver
kendo, in ways that only Sony can,” Sony says in regards to its corporate vision. The
idea of kendo takes centre stage in this vision. In Sony Corporation's vision statement,
the following elements can be found.
The mission of Sony: “A business that provides customers with kendo – to drive
them emotionally – and encourages and fistfuls their curiosity,” according to Sony's
corporate mission. The mission emphasis the significance of kendo and the benefits it
provides to customers. The following are the components of Sony's mission
statement:

Customers are given kendo.

It arouses and satisfies their curiosity.

Sony Corporation's mission statement emphasises the principle of kando. The

corporate mission and the vision statement become more aligned as a result of this
emphasis. The mission statement requires Sony to produce goods that elicit emotion
in customers in order to effectively apply the principle. Customers are attracted to and
retained by the PlayStation because of an emotional bond formed through gaming.
The second part of Sony's mission statement, in this case, focuses on what the
company would do for consumers. In this situation, the business must arouse and
satisfy customers' interest.

The goal of Sony:

Sony goal is to spread the technology of its products to more artificial intelligence and
can meet all human requirements from pleasure and satisfy to make human life easy
and help him in his life as Sony products do, entertainment and helpful and very
attractive and helps people a lot in this generation exactly, also the technique they use
is very good to help people that have colorblind or anything the technology they
invent is successful to all the humanity

Sony Products:

Sony, introduce a lot of products recently have a lot of facilities like, smartphone,
smart T.V, gaming consoles, smartwatches, fridges, etc, it's trying to make any
product smart with AI technique, they are good at it, they sell a lot of products also,
have a great service that people can be satisfied when they do it, they are so helpful
and they can handle any problem that can face you with any product you have from
the company also in their products they put a lot of features with every update for
every software they have, they always on the date and try future proof this way sony
has a lot of products and services.

( promotional methods )
Promotional Strategies Company’s Pricing Strategy: i. Sony TVs pricing method
follows marketplace-skimming, product line pricing and product package deal
pricing. ii. The rate variety of Sony TVs begins offevolved from $four hundred to
extra than $20,000. iii. Sony begins offevolved with excessive expenses to promote its
new TVs after which step by step lowers rate. iv. Sony units specific ranges of
expenses for Televisions with specific features.

6. Factors Affecting Pricing Strategy Different elements have an effect on pricing

coverage of Sony i.e. inner and external. Sony use skimming rate method for its
steeply-priced excessive pleasant products, and continues its excessive expenses,
instead of following method of decreasing its expenses through the years to skim
successive marketplace segments.  Internal Factors: 1. Marketing goals 2.
Marketing blend method 3. Cost and enterprise goals  External Factors: 1. Nature
and call for of marketplace 2. Competition and a few different aspects

7. Discounts I. Discounts are primarily based totally on a company choice or the shop
that runs a income merchandising on Sony. II. Discounts are presented from time to
time at some point of the height seasons like Christmas and Sports seasons. III.
Seasonal reductions are supplied as well. IV. When opposition is closely involved,
together with round Black Friday, Christmas, etc., those promotional reductions are a
"steal."

8. Offers Reward factors on shopping,

Customer Relationship Management (CRM) A. Sony firmly believes that

communicating with customers is through face-to-face interaction. Market research
and marketing strategy are based on customer feedback. Sony offers its customers the
opportunity to provide feedback on the products they have purchased. Sony offers
instructions. Manuals for all products. Marketing is not an event but an ongoing
process.

Sony uses customer feedback to improve its products. Sony welcomes customer
complaints, suggestions and ideas. All feedback that comes in through feedback is
passed on to the planning and design group. Public Relations, Web Marketing and
Venue / Location  Public Relations: o Sony Corporation's PR department works
directly with the executive team to develop a close relationship with the public.

Resale businesses have access to business units through email and the Sony website,
where they can upload information about their financial situation and compare sales
of different items.Building Customer Relationships A. Sony Corporation dealers have
found a new way to communicate with customers, online courses to improve the
overall Sony customer experience. Online tutorials provide visitors with online
courses on personal computing, home entertainment, digital photography, and
business solutions. . The results of the online tutorials were excellent; Sony has
received a rating of more than 90% from its customers.

Those who take the course are more likely to buy the products than those who have
never taken the course.14 Sony E-Commerce Program a) Sony Electronic has initiated
an e-commerce program to provide a world-class customizable Internet platform for
Create Direct Customers Selling Electronic Products and Their Solutions b) The focus
of the project was on increasing direct sales in new and established markets and
building relationships with customers at all points in the customer lifecycle. -Business
(B2B) and Business-Consumer (B2C).c)

Sony Electronics has taken a new direction with this e-commerce program and 60%
of direct sales are online. With the help of this program, Sony Electronics responded
to new segments in a number of markets from small to large businesses, government
and education institutions.

d) The success of this program goes to Catapult System, which helped Sony
Corporation achieve this important goal in an efficient and timely manner. The
success of this program enables Sony to place great confidence in the e-commerce
solution that fully meets the company's technical requirements.
The quality control program is used to monitor how consumers react to the company's
products and services. Sony is a leader in providing social activities to meet the needs
of communities in regions around the world where Sony operates. Sony offers many
ways to contact their technical support, such as: B. e-mails, letters, via the contact
option on the website.

Sony also offers repair and support services, automated tutorials, news notifications
and news. Las updates can also be found on the website. Superior Quality: As product
features and customer needs change over time, they will adapt their product
communications accordingly to better serve their customers ”(Sony Corp Info, 2009).
Sony offers more for more and more for the same. Its products, especially televisions,
are marketed as a high quality product.

Sales promotion Sales promotion is a marketing discipline that uses a variety of

incentive techniques to structure sales-related programs that target customers,
retailers, and / or sales levels and generate a specific and measurable action or
response for a product or service. The example includes free samples, discounts,
rebates, coupons, content and giveaways, prizes, scratch cards, trade-in offers, early
bird pricing, etc.

Sony’s marketing channel structure and strategy

Firstly we will talk about the 4p’s especially the first P:

Which is the ‘’Place’’

Sony employs a variety of places for delivering its products to target customers. This
element of the marketing mix identifies the places or venues that the firm uses to
transact with customers, to distribute and deliver products, or to allow customers to
access the products. Sony uses the following places or venues:

Sony Stores

Authorized sellers

Cinemas and media networks

Official websites
 Sony distributes its products in various channels. It uses Zero-level channel, one
level channel and two-level channel. In India, Sony has used the method of one-level
distribution channel.

this means that Sony’s ES products can be purchased through only custom
electronics installation companies (such as UltraMedia), who are authorized to sell
Sony products. This change benefits the end user because custom installation
companies are well versed at helping their clients determine which products will best
suit their needs. And, if the end user chooses to take advantage of custom installation,
he or she can rest assured that the product(s) purchased will properly integrated into
the rest of the entertainment system.

As for transporting methods which have been quiet a problem lately Sony started
using Air freight to ship ps5 units as it solves the problem for demand on product due
to hard [Covid19] times.

Which have shutdown factories and limited materials for industrial production.

Lastly for the agencies that work with Sony’s channel:

They are only marketing,branding and digital strategy studios and they are about 81
agencies like :
1 ] Digital silk

1] Blue fountain media

2] Creative deviants
3] Mod OP

Sony’s Competitive Advantages

Competitive Advantage of Sony's mind blowing rise in the field of hardware is
because of their
development and high innovation items. Sony highly esteems its set of experiences of
"creative
mind and development" in the business. After World War II, Sony was the
organization that took
semiconductor innovation and made the always well-known portable radio. Under
Akio Morita
Sony continued searching for progresses in innovation and manners by which they
could
imaginatively improve lives of individuals who use them. With an enthusiasm for
making new
business sectors, Sony was an early maker and pioneer in the area we presently call
"customer
hardware". A few examples are:
 Sony improved solid state transistor radios until they surpassed the quality of tubes,
making good quality sound available very reliably, and inexpensively.
 Sony developed the solid state television, replacing tubes to make TVs more
reliable,
better working and use less energy. Also, Sony developed the Trinitron television
tube,
which improved the quality of color and enticed an entire generation to switch.
 Sony was an early developer of videotape technology, pioneering the market with
Betamax.
 Sony pioneered the development of independent mobile entertainment by creating
the
“Sony Walkman”, which allowed consumers to take their own recorded music with
them,
via cassette tapes.
New Business Model Ideas:
 Key Partners: content suppliers, simm card producers, equipment makers, cloud
administrators, remote or satellite organization administrators (obviously including
Sony
itself).
 Key Activities:
a) Manufacture of equipment (players and game consoles). The equipment would not
have
a CD or DVD player, would not additionally offer chance to record. It would must
have
organizing ability (satellite or remote).
b) Management of substance (acquiring of substance from craftsmen, studios and so
on).
c) Storage of substance on cloud.Farah Maged Mostafa 20191064
d) Management of enrollment through simm card (which would be embedded to
gadget to
distinguish a part). Every part would get various cards for his players at home, in
addition
to one to convey about. Every player would acknowledge any simm card of any part,
making related substance playable or open wherever you go.
e) Management of organizations.
 Key Resources: all identified with above, like specialists, PCs, cloud structure, and
so
forth.
 Value Proposition:
a) Revenue stream: through acquisition of substance access from cloud and through
acquisition of equipment and simm cards.
b) Customers can access and play their cloud content anyplace. No compelling reason
to
save playlists or tunes, no requirement for reinforcement and so on No download, just
access to a substance (limitless or restricted as far as how often I can get to it).
c) Artists would give just a single unique craftsmanship put away on cloud just - this
would
presently don't be accessible on CDs or DVDs in stores. Breaking point on IP
encroachments.
 Customer Relationships: through enrollments and buys.\
 Channels: just through empowered gadgets.
 Customer Segments: everybody, organizations and individual clients.
 Cost Structure: organization, equipment and substance related expenses (with
overhead).
 Revenue Streams: through corporate (like radio broadcasts) and individual clients.
 Strengthening center organizations (Digital Imaging, Game, Mobile): Sony
supervisory group chose to zero in on three center business territories like
computerized
imaging, game and versatile that they will in general contribute more and use
organization assets more compelling than other business zones.
 Pivoting the TV business: Sony confronted the deficiency of benefit on TV
business in
most recent couple of years. For lessening plan-related expenses, Sony dissolved an
organization with Samsung and changed its construction by offering significance to
plans
of TVs and bringing down item range on TV business. At that point their designing
group
will center to improve sound and picture nature of Brava scope of LCD TVs for
having Farah Maged Mostafa 20191064
the option to answer client needs. Finally, speculations of OLED and LED TV will
proceed until the finish of financial year in 2013 and get productive for company.1.3.
Extending business in developing business sectors Sony needs an extension in quickly
developing business sectors like India and Mexico. While doing this, fortifying store
network the executives and tasks will be a critical drive for economical and secure
position. Additionally items should be appropriate to nearby requirements. Moreover,
organization can get a few advancements together with its auxiliaries in
thesemarkets.1.4.
Making new organizations and speeding up advancement Sony won't ever stop to
proceed with development planned for accomplishing mid-to long haul development,
just
as the improvement of separating advances that upgrade center item esteem. 4K
innovation for LCD TVs and clinical advancements are the particular instances of
new
business regions for Sony to target first.
Corporate Level Strategy Explanation of Sony's portable business through
Ansoff‟s
Growth Vector Matrix:
Ansoff‟s framework is very plausible for Sony's portable business techniques.
 Market Penetration: Sony Group has a solid piece of the pie in India with 270
stores
and great client support. Due to these benefits, they need to protect their portion of the
overall industry and attempt to expand deals with promoting, packaging and entrance
valuing.Farah Maged Mostafa 20191064
 Market Development: With market improvement, organization need to grow their
geographic zones and should discover new business sectors other than Europe,
America
and Japan. Now, promoting and outreach group center around investigating
conceivable
and accessible zones that Sony can dispatch their current items. Then again, if Sony
can
find another section, it will decidedly cause new business territories for (Sony yearly
report 2012, 2013).
 Item Development: As appear from the Ansoff's lattice, item improvement implies
that
growing new items to sell in the current business sectors. This way of thinking fits
with
Sony's new cell phone Xperia Z. Sony dispatched the Xperia Z in CES 2013. As per
criticisms about the telephone, it will affect its clients with creative highlights. The
new
NFC item arrangement is driven by the Xperia Z, Sony's new water safe, premium
Android cell phone. It comes out with a 5-inch full HD 1080p screen, 13megapixel
camera, a Snapdragon S4 Pro quad-center processor, and 4G LTE. A more modest
adaptation of the telephone, the Xperia ZL has additionally been advanced.
 Diversification: Sony right now delivers clinical peripherals like printer, camera,
screen
and recorders. Close to their new technique, they need to develop clinical hardware
business by utilizing picture sensor, focal point and other Sony advancements.
Moreover,
Sony will enter the clinical diagnostics territory which is called life science
organizations,
will dispatch its new items. Accordingly organization obtained iCyt, producer of cell
examination gear, and bought Micronics, creator of clinical and diagnostics hardware.
The more efficient Sony's marketing channels plan

 Sony should focus more on using the zero-level distribution channel to make a
strong relationship with customer and this will maximize their profit by selling
more products by its original price.
 Sony should improve their transportation methods by using different ways in
shipping their products worldwide, mainly air freight which is the fastest to
ship the products and can deliver the products wherever what or whenever
when , and that is the highest level of security.
 Sony need to expand their market in the middle-east, because most of Sony's
products are in the black market before it's in their official store in the middle
east area which affect their profit in a negative way due to most of the black
markets gets their by illegal ways that might harm the products and causes a
great loss to the company.
 One of the points that Sony is ignoring It's digital marketing, because Sony
has a big and powerful digital marketing that sells games for PlayStation 4&5,
that Sony can use it to sell their products.
Resources:
1. https://www.sony.com/en/SonyInfo/CorporateInfo/History/
2. https://www.britannica.com/topic/Sony
3. https://www.pbs.org/transistor/background1/corgs/
sony.html#:~:text=Originally%20known%20as%20Tokyo%20Tsushin,Bell
%20Labs%20to%20build%20transistors.
4. https://www.sony.com.hk/aboutsony/html/en/history.jsp
5. https://www.companieshistory.com/sony/
6. https://bizfluent.com/about-5176244-sony-corporation-history-
background.html
7. http://sonycorporation1.blogspot.com/2014/11/competitive-advantage-of-
sony.html?m=1