A PROJECT REPORT ON

Marketing strategies of Sony televisions

SUBMITTED BY
SUNNY PAWAR
ROLL NO: --B 09----------------

SUBMITTED TO
UNIVERSITY OF MUMBAI
THIRD YEAR OF
BACHELOR MANAGEMENT STUDIES

UNDER THE GUIDANCE OF

PROF.PADMA

SHRI CHINAI COLLEGE OF COMMERCE AND ECONOMICS

Andheri [East], Mumbai-400059

ACADEMIC YEAR
2020-2021
 DECLARATION
Mr. Sunny Pawar, of Chinai College of commerce and economics of
T.Y.B.M.S hereby declare that I have completed my project, titled
‘MARKETING STRATEGIES OF SONY TELEVISIONS.’ In the
Academic Year 2020-2021 . The information submitted here is true and original
to the best of my knowledge.
 CERTIFICATE
This is to certify that MR.SUNNY PAWAR of Bachelor of management
Studies
[ 2020-2021] has successfully completed the project on ‘MARKETING
STRATEGIES OF SONY TELEVISIONS ’ under the guidance of PROF.
PADMA NADAR .

Course Coordinator: ----------PROF PRASIKA---------------

Project Guide/Internal Examiner: -PROF PADMA

NADAR----------------------

Principal: --DR BB
KABLA
---------
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge th following as being idealistic chnnels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me a
chance to do this project.
I would like to thank my Principal, DR BB KAMBLA, for providing the
necessary facilities required for completion of this project.
I take the opportunity to thank our CO-ORDINATOR for the moral support
and guidance.
I would also like to expess my sincere gratitude towards my project guide
LILLY PADMA
Whose guidance and care made the project successful.
I would like to thank my college library, having provided various reference
books and magagines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project, my parents and peers who
supported me throughout my project.
 EXECUTIVE SUMMARY

Sony is a world’s leading manufacturer, designer, developer and

distributer of variety of electronic devices, music, pictures and films. After
detailed analysis of financial statements and available market information about
Sony we would recommend to buy Sony Corporation’s stock and hold for the
long term. The recommendation is based on their dividend policy, trend of stock
price, and current financial performance of Sony.
As of May 11 2010, 7:38 pm Sony’s Stock are traded approximately at
$33.57 in New York Stock Exchange at the same time, in Tokyo Stock
Exchange Sony’s stock are traded at ¥3031; while Sony’s stock price has traded
between a range of $23.60 to $40.45 during one year period. Sony has been
getting positive surprise in all quarter of 2010 exceeding the analyst estimation.
According to Market watch in May 11, 2010, Sony has a Price/Earnings ratio of
9.56 that is far better compared to 2009 negative P/E ratio.
One of the basic things that investors evaluate before investing their
money is company’s dividend payout as it shows the strong financial position of
the company. Sony has been paying   dividends since many years and they
continue dividends even in the year when they had a loss. This indicates that
financial well-being of the company and dividend payments enhance
shareholders’ financial position and enable them to meet their required rate of
return.
Sony has distinctive competencies on their operations that enable them to
generate strong cash flow from their operation. Though Sony had a loss in 2009
they were able to generate positive cash flow from operation of ¥40.72 billion.
Sony investing as well as financing activities was justifiable over the past three.
Sony invests their money mostly on marketable securities, for financing, Sony
has shifted their strategy from long term debt to short term debt.
INDEX
SRNO. CHAPTER NAME PAGE NUMBER
CHAPTER NO I INTRODUCTION 1-3
CHAPTER NO 2 LITERATURE 4-14
REVIEW
CHAPTER NO 3 HISTORY 15-17
CHAPTER NO 4 RESEARCH 18-28
METHODOLOGY
CHAPTER NO 5 ANALYSIS OF 29-45
MARKETING
STRATEGY OF
SONY TELEVISONS
CHP NO 6 FEATURES OF 46-52
SONY TELEVISIONS
CHP NO 7 SONY TELEVISION 53-56
THE SUPPLIER
CHP NO 8 CONCLUSION 57-58

CHP NO 9 BIBBLIOGRAPHY 59-61

 CHP 01: INTRODUCTION-
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 II, Sony has introduced a
stream of revolutionary products, including the transistor radio, the Trinitron
television, the Betamax VCR, the CD player, the Walkman portable cassette
player, and the PlayStation game console. The company's electronics segment--
which includes audio and video products, televisions, personal computers,
monitors, computer peripherals, telecommunications devices, and electronic
components (such as semiconductors)--generates about two-thirds of the overall
revenues. Sales of game consoles and software account for about 9 percent of
revenues. Another 10 percent of revenues are derived from Sony's music
businesses, which include the Columbia and Epic record labels. About 7 percent
of revenues come from Sony's motion picture and television business, which
includes the Columbia TriStar studio. Sony's other major business segment is
insurance, from which about 6 percent of revenues originate.
Today, Sony continues to fuel industry growth with the sales of innovative and
unique Sony products, as well as with the companys convergence strategy. For
example, VAIO notebooks that raise the bar in both form and function, digital
cameras that capture pictures on a floppy disk, CD-R or Memory Stick,
MiniDisc recorders with a digital PC Link to marry high quality digital audio
with downloadable music, DVD/CD multi-disc changers that playback both
audio and video, and Hi-Scan flat screen TVs that deliver near HDTV picture
quality through Digital Reality Creation (DRC) circuitry. Besides, there is also
some major product which recommended by Sony such as 3D televisions,
digital cameras, home audio, VAIO notebooks and others.

Bravia (stylized as BRAVIA) is a brand of Sony Visual Products Inc.,[1] a

wholly owned subsidiary of Sony Corporation, and used for
its television products. Its backronym is
"Best Resolution Audio Visual Integrated Architecture". All Sony high-
definition flat-panel LCD televisions in North America have carried the logo for
BRAVIA since 2005. BRAVIA replaces the "LCD WEGA" which Sony used
for their LCD TVs until Summer 2005 (early promotional photos exist of the
first BRAVIA TVs still bearing the WEGA moniker).
Bravia televisions and their components are manufactured in Sony's plants
in Mexico, Japan, and Slovakia for their respective regions and are also
assembled from imported parts in Brazil, Spain, China, Malaysia and Ecuador.
Principal design work for BRAVIA products is performed at Sony's research
facilities in Japan, at the research and development department at the Sony de
Mexico facility in Baja California, Mexico and at the Sony Europe facility
in Nitra, Slovakia.
The brand is also used on mobile phones in North American, Japanese and
European markets.[2]

In 2014, in part of Hirai's plans to turn Sony around, BRAVIA was made into

an subsidiary rather than just a brand of products.
In May 2015, Sony launched their first lineup of Android television Bravia
models, which allows users to easily access content from services
like YouTube, Netflix and Hulu as well as install apps and games from
the Google Play Store. Noteworthy for being the first Android
TV available. Android TV on Sony televisions are now integrated with the
Google Assistant for controlling home automation and voice commands.[5]
In September 2016, Sony announced that TVs older than 2012 will lose access
to YouTube.
Sony introduced their first OLED Android TV under the BRAVIA brand,
named as the A1E in January 2017with a X1 Extreme processor. The A8F was
the next OLED TV introduced by Sony at CES 2018. At IFA 2018,
the A9F with a X1™ Ultimate processor was unveiled. In 2019, Sony
introduced the newer versions A8G and A9G.
Sony Bravia Internet Video first became available in late 2009 on Internet
enabled Bravia TV's, later becoming available on Sony Blu-ray and home
theatre systems. The original Bravia Internet Video was built around Sony's
XMB interface and had several streaming media partners including: Amazon
Video On Demand, YouTube, Yahoo!, Netflix and Sony Video (Qriocity). 2011
saw a revamp of Bravia Internet Video, with a rework of the interface and an
added Skype capability]
Sony Bravia Internet TV is the first TV to incorporate Google TV, currently
only available in the US it plans to revolutionize IPTV.
XBR8 is a series of Sony BRAVIA LCD High Definition Televisions. They
were released into the US marketplace starting in September 2008.
The 46- and 55-inch models of the XBR8 series features an
RGB LED backlight system which Sony calls Triluminos. The new backlight
system is claimed to provide a truer and higher color spectrum and allows this
series of televisions to rival plasma displays in terms of dark blacks. This model
also marked the debut of Sony's new video processor, the BRAVIA Engine 2
PRO. The display panel uses ten-bit processing and offers the 120 Hz
MotionFlow technology.
The XBR8 line offers two screen sizes; the 46" (KDL-46XBR8) was released
on September 29, 2008. The second model, the 55" (KDL-55XBR8) became
available for order in October 2008
In the United Kingdom, recent Bravia Televisions also include YouView built
in, which gives users access to an interactive EPG in addition to on-demand
services from the BBC and ITV incorporated into a single search menu.
Sony Bravia Internet TV is the first TV to incorporate Google TV, currently
only available in the US it plans to revolutionize IPTV.[18]
XBR8 is a series of Sony BRAVIA LCD High Definition Televisions. They
were released into the US marketplace starting in September 2008.
The 46- and 55-inch models of the XBR8 series features an
RGB LED backlight system which Sony calls Triluminos. The new
backlight system is claimed to provide a truer and higher color
spectrum and allows this series of televisions to rival plasma displays
in terms of dark blacks. This model also marked the debut of Sony's
new video processor, the BRAVIA Engine 2 Pro. The display panel
uses ten-bit processing and offers the 120 Hz MotionFlow technology.
 CHP 02: LITERATURE REVIEW-
2.1 INTRODUCTION –

As a consumer the smearing effect is more important for them because it is a high
response time which is equal to slow conversion which can completely ruin the
good looking and beautiful pictures, no matter what the brightness contrast and
luminance of the television is Manufacturers of LCD television are keen aware of
this weakness in the response time and then they compared it to other
technologies such as, DLP or Plasma As a result of this technological innovation,
the best of the manufacturers who have improved response rate and times
considerably near to the point of non-consideration. Some low tie manufacturers
they are continuously finding more and more creative ways to measure
the responses time in order to stay competitive to other manufacturers. This was
the case of that time with viewing angles, as compare to brightness and contrast
and now it response time which is current "0-60" measurement for the LCD flat
screen televisions or monitors. In my opinion, as consumer's best option is to go
with the one manufacturer who is traditionally are much more trust full about
specification. Another problem with the specification is that some manufacturers
are seem too eager to throw out the response time number, while others are not
feel comfortable to publish this sony televions.
 Sony is an electronic giant in the world of media. Sony is one of leading
manufactures in manufacturing, video games, information technology,
communication and electronic products in the world. Sony maintains the
variation in their production line and they have wide range of production from
simple electronic equipment to professional high tech products. And also they
have now moved to the LCD and LED TVs that the most popular in the world.

When people here about SONY the first thing comes mind is the quality of the
Sony Products. The quality of their product, always keep SONY in top among
the competitors. The secret of success in SONY is innovation in electronic
goods.

Proper communication channel is very important for this company because it is

multinational company and they have separate business units and proper
communication between each business unit, among the business units and
within business unit are always giving higher Efficiency and effectiveness.

2.2 SWOT ANALYSIS -

Sony’s Strengths

1. Experienced Global Player: The global marketplace is not only highly

competitive and complex but also requires extensive experience to succeed.
Sony expanded to the US and Europe in the 1960s and 70s and was a major
global player long before most of its competitors were founded.

2. Widest Variety: Catering to the needs of the entire market guarantees high

profits and long-term sustainability. From home appliances to mobile phones
and entertainment, Sony offers a wide range of consumer products and
services.
3. Quality Products: Offering high-quality products consistently is easier said
than done without the interest of esteemed customers at heart. Sony’s
huge investments in R&D has enabled the company to provide high-quality
products consistently.
4. Valuable Brand: Since its founding, Sony has obsessively focused on fulfilling
the needs of consumers, which has enabled the company to nurture a highly
valuable brand. In 2019, Sony was ranked #39 Top Regarded Companies
and #60 World’s Most Valuable Brands.
5. Highly Innovative: Sony is one of the most innovative companies having
invented or contributed to the development of revolutionary consumer products.
From Trinitron Color TV to Blu-Ray disc, VCR, Walkman, compact disc, and
Crystal LED TV, Sony has contributed immensely to the consumer electronics
market.
6. Loyal Customer Base: Sony has amassed a large and loyal customer base. For
one, Sony’s loyalty program for gamers using PlayStation has ensured that
they will never even think about switching to competitors.

Sony’s Weaknesses

1. Overdependence on Electronics: Sony depends heavily on electronics,

particularly TVs, cameras, and smartphone image sensors. In the fourth quarter
of 2019/20 financial year, Sony’s operating profits dropped by 57% due to a
drastic decline in demand for electronics.
2. Negative Publicity: When a company is hacked, it exposes trade secrets to
competitors and creates the perception of incompetence on consumers. In 2014,
Sony was hacked leading to exposure of sensitive trade secrets, which strained
relations with other companies.
3. Expensive Products: Regardless of the product, price matters. Sony offers
premium products with higher price tags beyond most consumers. This is a
major weakness since the price discourages a large number of potential
customers.
4. Poor Marketing: Compared to competitors like Apple and Xbox, Sony’s
marketing efforts and promotional activities are weak and substantially lower.
Consumer products require extensive marketing and promotion to sell,
regardless of quality and reputation.

Sony’s Weaknesses

1. Overdependence on Electronics: Sony depends heavily on electronics,

particularly TVs, cameras, and smartphone image sensors. In the fourth quarter
of 2019/20 financial year, Sony’s operating profits dropped by 57% due to a
drastic decline in demand for electronics.
2. Negative Publicity: When a company is hacked, it exposes trade secrets to
competitors and creates the perception of incompetence on consumers. In 2014,
Sony was hacked leading to exposure of sensitive trade secrets, which strained
relations with other companies.
3. Expensive Products: Regardless of the product, price matters. Sony offers
premium products with higher price tags beyond most consumers. This is a
major weakness since the price discourages a large number of potential
customers.
4. Poor Marketing: Compared to competitors like Apple and Xbox, Sony’s
marketing efforts and promotional activities are weak and substantially lower.
Consumer products require extensive marketing and promotion to sell,
regardless of quality and reputation.

Sony’s Opportunities

1. Focus on Emerging Economies: The International Monetary Fund (IMF)

projects that economic growth will be faster in emerging markets at
4.7% than in developed markets at 2.1% in the coming years. Sony expands its
operations in emerging economies and exploits increasing purchasing power in
these markets.
2. Strengthen Medical Imaging: Medical display market is projected to grow at
a CAGR of 4.4% from 2018 to 2025. Sony operates in this field and only has
to strengthen its imaging division and tap into the projected growth.
3. Diversify Offerings: Even though Sony’s PlayStation is a major player in
gaming, this division lacks diversification. For one, the demand for mobile
games is increasing Sony has the opportunity to diversify its gaming division
to offer more mobile-based games.
4. Expand through Acquisition: Instead of over-depending on the consumer
electronics market, Sony can leverage its vast financial resources to
acquire innovative startups in lucrative sectors like software development.

Sony’s Threats

1. The devastation of Recession: The economic devastation left behind by the

pandemic is pushing countries deeper and deeper into recession. In times of
economic hardship, expensive premium products that are not essential like
Sony’s products are usually the first casualties.
2. Stiff Competition: From LG in TVs to Samsung in mobile, and Nintendo in
gaming, Sony is facing stiff competition in all areas of focus. In India, the
company’s sales have been declining three years in a row as competitors
reduce market share. Sony can lose profitability in the future as new and old
competitors up their game.
3. Advances in Technology: Even though technological advances are always
welcomed, it bridges the gap between established players and newcomers. Over
the last decade, technological advances have enabled newcomers like Techno
and TCL to offer quality products that can substitute Sony’s products but at
a cheaper price.
4. Oversaturation of Markets: Sony Mobile was forced to exit Southeast
Asia after an increase in the supply of smartphones led to oversaturation. As
more companies enter into Sony’s markets, the demand and profitability of its
products will continue to decrease.
5. Global Pandemic: Companies across the world are struggling with low demand
and uncertainty due to the pandemic. Sony’s operating profit for the first
quarter of 2020 dropped by more than 30% to its lowest in four years. If the
situation persists or worsens, the damage to the company’s financial well-being
can be irreversible.
6. Risks Posed by Hackers: Any company that operates in the film, electronics,
and gaming sector is susceptible to the threat posed by hackers, which can cost
millions of losses and lawsuits. Sony Pictures has experience on the far-
reaching consequences of a breach.
7. Increasing Counterfeit: Trade in fake products stands at 3.3% of global
trade and continues to increase. Premium products like Sony’s TVs, phones,
and gaming console are a prime target for counterfeiters.
2.3 COMPETITIOR OF SONY TELEVISION -

1. Samsung

Samsung is a SouthKorean company that was founded in 1938 and has its
headquarters in Seoul, South Korea. By the end of the year 2016, its revenue
was around 175 billion dollars, the total number of employees approximately
490,000 and a market capitalization of 311 billion dollars.

With its high revenue turnover, Samsung has a very strong influence in
the economic development or GDP of South Korea. Samsung, like Sony, does
not have a specific product niche but has diversified in the manufacture of
durable electronic products. Some of its TV Models include; QLED, 4K UHD,
Full HD, and HD. Samsung has presence in most of the products where Sony is
present and hence it is the topmost amongst all Sony Competitors.
2) Life’s Good (LG)

Like Samsung, LG Corporation is also a South Korean Company that was

founded in the year 1947 with its headquarters in Seoul, South Korea. Yearly,
LG generates over 100 billion dollars in terms of revenue. Worldwide, its
employees are over 210,000 across 80 countries in all its major subsidiaries
i.e. LG Electronics, LG Solar Energy, LG Chem and LG life sciences among
others.

In the Television Industry, LG TV sets are energy efficient and advanced in

terms of technology and style. Some of its Models are; OLED TV 4K, ‘UHD
TV 4K’ FHD and Super UHD TV 4K’ among others. Like Samsung, LG has a
wide range of products and most of them are Sony Competitors.
3) Panasonic

Panasonic Corporation is a multinational that was founded in Japan in the year

1918. As an electronics and semiconductors manufacturer, it has since grown to
be a major competitor alongside Toshiba, Sony, LG and Hitachi in electronics
production. In the year 2012, Panasonic was the 4th largest manufacturer of TV
sets in the world.In the last financial year, its revenue was 68 billion dollars
with a market Capitalization of 33 billion dollars.

It also employs more than 255,000 people globally. Panasonic TV sets i.e. LED,

FHD, LCD and the new TH are all manufactured under the ‘customer-centric
policy’ concept.
4) Philips

This is a Dutch technology company that was founded in the year 1891 and has
its headquarters in Amsterdam. Being one of the largest electronics company in
the world, Philips is divided into three sections
i.e. Consumer Lifestyle (responsible for consumer electronics), Healthcare (for
medical equipment) and lighting (for lighting accessories). Philips employs over
100,000 people across 60 countries in the world.

By the end of 2016, its revenue was estimated to be 25 billion Euros with a net
operating income of around 2 billion Euros. PHILIPS 4K HDR, 901F OLED,
and 9002 OLED are some of its television models. Philips has presence in many
small appliances. But one of the reasons it is one of the top Sony competitors is
Speakers and home systems where Philips gives tough competition to Sony.
5) Apple

Apple Inc. was founded in 1976 and has its headquarters in California, USA. It
specializes in computer hardware and software, semiconductors and digital
electronics among others. As a multinational, Apple Inc. had 230 billion dollars
revenue in the last financial year, a market Capitalization of 900 million dollars
and an operating income of approximately 62 billion dollars.

Apple has retail stores in more than 500 major cities in the world and it employs
over 115,000 staff globally. As a Sony Corporations’ competitor, its products
include Macintosh, iPad, MacOS, iOS, iLife and iWork among other products.
Apple Inc. Enjoys customer loyalty and is regarded as the most valuable
electronics brand.
2.4 PRODUCT REVIEW -

BEST OLED SONY 4K TV

The best Sony TV with an OLED panel that we've tested is the Sony A8H. Like all
OLEDs, it delivers stunning picture quality due to its ability to turn individual pixels
off, allowing it to achieve perfect blacks for a fantastic dark room viewing
experience. On top of that, there are no issues with uniformity or blooming around
bright objects because it doesn't require a backlight. It's incredibly well-built, and it
has a simple and minimalist design that fits into most settings. It has excellent
viewing angles, which is great for wide seating arrangements, as images look
accurate even if you aren't sitting right in front of the TV. It has outstanding
reflection handling, but its peak brightness is only decent, which means that you
might have visibility issues in brightly-lit rooms. That said, it gets significantly
brighter in HDR, enough to make some highlights pop. Accuracy is excellent out of
the box, so you might not need to calibrate it to get accurate color reproduction.

As is expected, the response time is nearly instantaneous, resulting in clear images in

fast-moving scenes and almost no motion blur. It has an optional Black Frame
Insertion feature to further improve clarity, and it can interpolate low frame rate
content up to 120fps for fans of the 'Soap Opera' effect. However, it doesn't have any
HDMI 2.1 ports and can't display a native 4k @ 120Hz signal. Also, while its input
lag is low, it's higher than most recent 4k TVs, and it doesn't support any variable
refresh rate (VRR) technology to reduce screen tearing when gaming. There are
risks of permanent burn-in, which happens when static elements remain on the
screen for an extended period, but we don't expect it to be a problem for most people
who watch varied content. Its Android TV interface is user-friendly, and there are
tons of apps available through the Google Play Store. It's a TV that should please
most people and one of the best Sony TVs that we've tested.
 CHP 03: HISTORY-

Sony began in the wake of World War II. In 1946, Masaru Ibuka started an

electronics shop in Shirokiya, a department store building in
the Nihonbashi area of Tokyo. The company started with a capital of
¥190,000[18] and a total of eight employees On 7 May 1946, Ibuka was joined
by Akio Morita to establish a company called Tokyo Tsushin Kogyo (東京通信
工業, Tōkyō Tsūshin Kōgyō) (Tokyo Telecommunications Engineering
Corporation). The company built Japan's first tape recorder, called the Type-
G In 1958, the company changed its name to "Sony". The name "Sony" was
chosen for the brand as a mix of two words: one was the Latin word "sonus",
which is the root of sonic and sound, and the other was "sonny", a common
slang term used in 1950s America to call a young boy.] In 1950s Japan, "sonny
boys" was a loan word in Japanese, which connoted smart and presentable
young men, which Sony founders Akio Morita and Masaru Ibuka considered
themselves to be
The first Sony-branded product, the TR-55 transistor radio, appeared in 1955
but the company name did not change to Sony until January 1958. At the time
of the change, it was extremely unusual for a Japanese company to use Roman
letters to spell its name instead of writing it in kanji. The move was not without
opposition: TTK's principal bank at the time, Mitsui, had strong feelings about
the name. They pushed for a name such as Sony Electronic Industries, or Sony
Teletech. Akio Morita was firm, however, as he did not want the company name
tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's
chairman gave their approval.
According to Schiffer, Sony's TR-63 radio "cracked open the U.S. market and
launched the new industry of consumer microelectronics." By the mid-1950s,
American teens had begun buying portable transistor radios in huge numbers,
helping to propel the fledgling industry from an estimated 100,000 units in 1955
to 5 million units by the end of 1968. Sony co-founder Akio Morita founded
Sony Corporation of America in 1960. In the process, he was struck by the
mobility of employees between American companies, which was unheard of in
Japan at that time. When he returned to Japan, he encouraged experienced,
middle-aged employees of other companies to reevaluate their careers and
consider joining Sony. The company filled many positions in this manner, and
inspired other Japanese companies to do the same. Moreover, Sony played a
major role in the development of Japan as a powerful exporter during the 1960s,
1970s and 1980s. It also helped to significantly improve American perceptions
of "made in Japan" products Known for its production quality, Sony was able to
charge above-market prices for its consumer electronics and resisted lowering
prices. In 1971, Masaru Ibuka handed the position of president over to his co-
founder Akio Morita. Sony began a life insurance company in 1979, one of its
many peripheral businesses. Amid a global recession in the early 1980s,
electronics sales dropped and the company was forced to cut prices Sony's
profits fell sharply. "It's over for Sony", one analyst concluded. "The company's
best days are behind it." Around that time, Norio Ohga took up the role of
president. He encouraged the development of the Compact Disc in the 1970s
and 1980s, and of the PlayStation in the early 1990s. Ohga went on to
purchase CBS Records in 1988 and Columbia Pictures in 1989, greatly
expanding Sony's media presence. Ohga would succeed Morita as chief
executive officer in 1989. Under the vision of co-founder Akio Morita and his
successors, the company had aggressively expanded into new businesses. Part
of its motivation for doing so was the pursuit of "convergence", linking film,
music and digital electronics via the Internet. This expansion proved
unrewarding and unprofitable, threatening Sony's ability to charge a premium
on its products as well as its brand name. In 2005, Howard
Stringer replaced Nobuyuki Idei as chief executive officer, marking the first
time that a foreigner had run a major Japanese electronics firm. Stringer helped
to reinvigorate the company's struggling media businesses, encouraging
blockbusters such as Spider-Man while cutting 9,000 jobs. He hoped to sell off
peripheral business and focus the company again on electronics Furthermore, he
aimed to increase cooperation between business units,] which he described as
"silos" operating in isolation from one another.] In a bid to provide a unified
brand for its global operations, Sony introduced a slogan known as
"make.believe" in 2009.
Despite some successes, the company faced continued struggles in the mid- to
late-2000s. In 2012, Kazuo Hirai was promoted to president and CEO, replacing
Stringer. Shortly thereafter, Hirai outlined his company-wide initiative, named
"One Sony" to revive Sony from years of financial losses and bureaucratic
management structure, which proved difficult for former CEO Stringer to
accomplish, partly due to differences in business culture and native languages
between Stringer and some of Sony's Japanese divisions and subsidiaries. Hirai
outlined three major areas of focus for Sony's electronics business, which
include imaging technology, gaming and mobile technology, as well as a focus
on reducing the major losses from the television business.
Sony Store in Nagoya, Japan
In February 2014, Sony announced the sale of its Vaio PC division to a new
corporation owned by investment fund Japan Industrial Partners and spinning its
TV division into its own corporation as to make it more nimble to turn the unit
around from past losses totaling $7.8 billion over a decade. Later that month,
they announced that they would be closing 20 stores. In April, the company
announced that they would be selling 9.5 million shares in Square Enix (roughly
8.2 percent of the game company's total shares) in a deal worth approximately
$48 million. In May 2014 the company announced it was forming two joint
ventures with Shanghai Oriental Pearl Group to manufacture and market
Sony's PlayStation games consoles and associated software in China.
Sony introduced U-matic, the world's first videocassette format, in 1971, but the
standard was unpopular for domestic use due to the high price. The company
subsequently launched the Betamax format in 1975. Sony was involved in
the videotape format war of the early 1980s, when they were marketing
the Betamax system for video cassette recorders against the VHS format
developed by JVC. In the end, VHS gained critical mass in the marketbase and
became the worldwide standard for consumer VCRs.
Betamax is, for all practical purposes, an obsolete format. Sony's professional-
oriented component video format called Betacam, which was derived from
Betamax, was used until 2016 when Sony announced it was stopping production
of all remaining 1/2-inch video tape recorders and players, including the Digital
Betacam format.
In 1985, Sony launched their Handycam products and the Video8
format. Video8 and the follow-on hi-band Hi8 format became popular in the
consumer camcorder market. In 1987 Sony launched the 4 mm DAT or Digital
Audio Tape as a new digital audio tape standard.
Sony held a patent for its proprietary Trinitron until 1996.
Sony introduced the Triluminos Display, the company's proprietary color
reproduction enhancing technology, in 2004, featured in the world's first LED-
backlit LCD televisions. It was widely used in other Sony's products as well,
including computer monitors, laptops, and smartphones. In 2013, Sony released
a new line of televisions with an improved version of the technology, which
incorporated quantum dots in the backlight system. It was the first commercial
use of quantum dots.
In 2012, the company revealed a prototype of an ultrafine RGB LED display,
which it calls the Crystal LED Display.

CHPNO-04: RESEARCH METHODOLOGY OF SONY

TELEVISION
4.1 INTRODUCTION :

Sony Corporation is an international electronics and media company with

headquarters in Tokyo, Japan. Employing 167,900 people worldwide the
company produces audio and video products, televisions, information and
communications products, semiconductors and a wide range of other electronic
components (Sony Corp, 2010).
The main business strategy Sony pursues is product differentiation. “Sony has
always distinguished itself from competitors by claiming to give better products
worldwide…thus Sony is able to charge a premium price in its market”
(Vashisht, 2005, p.99).

The main parameters of product differentiation are specified by Vashisht as

features, technological advancements, and quality. Accordingly, Sony enjoys a
high level of customer loyalty among some people who use and appreciate
advanced technology products and devices due to the fact that products offered
by Sony always stand out because of their quality, extra features and design.

Most of the Sony products are among the popular in their relevant markets, and
sell for premium prices due to their numerous advantages. For instance, in game
console market PlayStation launched in 1994 effectively competed with
Nintendo 64 that used to be a market leader even though PlayStation was
offered in considerably higher prices. PlayStation 2 and PlayStation 3 that
followed in later years were equally successful for above reasons.

Similarly, VIAO branded laptops and Bravia television sets were hugely
successful in their respective computer and television markets despite being
offered in much higer prices compared to most other brands. All these indicate
to the fact that Sony Corporation is successfully undertaking its product
differentiation strategy by offering high quality products for premium prices.

4.2 OBJECTIVES OF SONY TELEVISION:

Sony’s mission statement says, “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.” (SONY) In 2011, Sony experienced an extremely large
loss in excess of $6 billion. As a result, of this loss, Sony initiated actions to
strengthen and revitalize Sony in April, 2012.

The focus of Sony’s markets are in North America, Japan, and Europe where
most of Sony’s sales come from. Sony operates in the electronic markets, music
markets, movie and television markets, video game markets, mobile markets, and
even medical device markets. Sony didn’t join all of these markets just because
they saw an opportunity to capitalize on what other companies are doing, they
joined the markets to innovate and move the world. Sony has a large market share
in the electronic device market. Sony produces various types of cameras. They
build televisions, computers, laptops, and tablets. They have recently begun to
make smart watches to be able to connect with their new line of smart phones.
The mobile phone line of products is known as Xperia. Sony has even entered
into the robotics market, battery market, and projector market. Sony produces
various products in the audio market such as home theater systems, car and
marine audio, and even home security systems.

Sony entertainment has become one their largest markets, they are in the music
industry, movie industry, and television industry. Sony Pictures Entertainment
operates under the Sony Corp of America and has produced many movies such as
The 5th Wave, Spectre (James Bond), and Concussion just to name a few that are
still in theater. Television shows such as Jeopardy, The Blacklist, Shark Tank,
and Seinfeld are a few that are owned and operated by Sony.

4.3 RESEARCH DESIGN OF SONY TELEVISION :

Sony has made some of its most popular products for this season available for

consumer analysis, including the Sony® Reader electronic book, BRAVIA™

flat-panel LCD televisions, Cyber-shot® digital cameras, Nav-U™ portable

navigation systems, and the new mylo™ personal communicator.

Accordingly to Gaebler, consumer feedback has lead to key product design or

marketing changes that have made certain products even more appealing and

user-friendly.

For example, consumer focus groups in the U.S. reviewing a preliminary design

for the Sony® Reader found the multitude of buttons made navigating a bit

difficult, and that the alkaline batteries originally specified to power the unit

were cumbersome. Sony engineers made changes based upon this input in the

final design, including replacing alkaline batteries with rechargeable ones, and a

simpler button configuration.

"We are so pleased with the design of the Reader product and we're expecting

the high demand to continue this holiday season," said Ron Hawkins, vice

president of portable reader systems.

Sony television designs benefit from consumer feedback as well. Consumer

research helps the company determine what sizes to manufacture its rear-

projection televisions as well as what colors are most popular for its BRAVIA
LCD TV color bezel options. The redesigned products mean consumers can find

Sony's quality televisions in the sizes and colors that best fit their homes.

More than 850 consumers put one of Sony's newest products, the mylo personal

communicator, to the test, providing feedback through focus groups and an

online survey. This information helped determine the target consumers for the

product, how they would use it, what features they would use, what additional

features they would like, and whether the purpose of the product is clear.

Learning about consumers' lifestyles is also important to product development.

With that in mind, Sony is researching how consumers share their digital

photos, including how they print, store and download them.

The company's latest line of Cyber-shot® digital cameras took into account

consumer suggestions, feeling that at the time they didn't see a need for a

wireless WiFi feature in the N-series models, and the addition of touch-screen

technology in the T-series cameras.

4.4 SONY TELEVISON –PROS AND CONS-

PROS OF SONY TELEVISONS-

1) It has one of the best picture quality
Since the beginning, Sony was one of the most loved brands for TVs. Before the
era of LED and OLEDs, Sony had TVs with the best display and colour
accuracy easily making them the best in the market.

After the introduction of LED and OLED, Sony TVs has a more vibrant screen
than any of its competitors.

2) Best Sound Quality

Sony TVs include unique and advance sound technologies that enthral your
heart. OLED TVs have theatre-like sound quality that directly comes from the
screen of the TV that makes your viewing more immersive. Also, combined
with the Dolby sound system Sony provides you with the feel of theatre-like
experience right at your home.

3) Great in Looks, Slim in Design

Sony televisions are famously known for their minimalist and attractive design.
The thin bezel makes the product look more futuristic and the aesthetic
appearance feels like a huge upgrade from your previous TV.

4) Good Motion Handling

Sony is also known as the pioneer of motion features. They usually have an
image flicker feature to enhance motion clarity. It has excellent response time
and a black frame insertion feature to help reduce motion blur.

5) Better Quality Remote

Remotes of Sony smart TV is as similar to the remotes of Sony’s non-smart
TVs. However, it has quick access to both Netflix and Google play movies.
Also, it has a built-in microphone that lets you operate the TV using voice
commands via Google Search. Also, the remote has been updated for 2019
models with a slim metal finish.

6) Low Power Consumption

Sony usually has 20-30 per cent low power consumption compared to other
brands. It also has a power save mode that helps to consume low power. You
can also adjust TV brightness according to your surrounding rather than having
a constant static brightness, this feature can help to reduce power consumption
easily.

7) More Sharpness
Sony’s OLED TVs will amaze you, it has everything sharp and clear even fast-
moving action scenes and sports. It is created with millions of individually
controlled pixels that gives sharpness in the picture with high resolution.

8) Supports Google Assistant and Alexa

Amazon has released its Alexa in Sony TVs, the new app allows you to control
your TV, play music, show your cameras on Sony Android TVs. Skilled and
voice-driven Alexa Cloud service capabilities which enable you to control the
device, and you can use your voice to turn on the TV, change channels, volumes
and many more.

CONS OF SONY TELEVISONS-

1) Some Smart Features Can be Sluggish
Most of the Android TVs are found to be lagging at some point due to various
smart features in it.
Sony TVs are prone to have some common slowdowns due to their smart
features. There might be a lag in the picture while playing video games because
of the built-in noise reduction and picture adjustment circuitry designed to
enhance the quality of high-resolution content.

2) Higher Price Than their Competitors

Sony TVs have a wide range of prices according to their product. However,
compared to its competitors it has a higher price range. It might be due to the
company policy or the features kept into it.

3) Security Risks
Smart TVs of Sony has access to the internet, but there will be a fear of security
for you while accessing email and passwords of your Netflix, YouTube
accounts. There are no security backups and no firewall cover to date.

4) Repairing cost might be expensive

The system used for the manufacturing of Sony TVs are expensive and high
featured technologies are used in it. If something happens to it, the repair cost
might be quite high. Mostly, repair of the cracked screen is one of the highest
cost repairs of Sony. For bigger screens, it might cost you higher than the
replacement cost.

4.5 SCOPE OF SONY TELEVISION-

Sonyʼs founders had a strong desire to enhance peopleʼs lives through the power
of technology. Driven by the ambitions and technologies of engineers who
shared that dream, Sony has helped to enrich society by creating numerous
innovations and hit products that have touched peopleʼs hearts. Sonyʼs deep
commitment to delivering social value originated from these dreams and desires
from the time of its founding, and this will never change. 　For Sony to remain
a meaningful presence in the world, the approximately 110,000 employees of
the global Sony Group must work together to create new value from a long-term
perspective. This led to the creation of Sonyʼs Purpose & Values, which we
defined this year. 　Sonyʼs Purpose sets forth the meaning of our existence.
Furthermore, our identity is “a creative entertainment company with a solid
foundation of technology” and our overall corporate direction is “getting closer
to people.” These touchstones, together with Sonyʼs business portfolio and the
relationships between technology and people, constitute Sonyʼs value creation
model. I believe that Sonyʼs uniqueness stems from the fact that for us, “getting
closer to people” refers not only to users, but also creators, and that all of our
diverse businesses by dramatically increasing the graphics rendering speed.
Improvements in communication and network environments and mobile devices
make delivering seamless experiences anywhere and anytime more of a reality
than ever before. PlayStation® already delivers services that allow users stress-
free access to game titles so that they can continue their play anytime and
anywhere, and we will continue to evolve playersʼ experiences on PlayStation®
through advances in computing, streaming, the cloud, 5G and other
technologies. 　As for content IP, we have created numerous hits in games,
music and pictures leveraging our IP portfolio. By making EMI Music
Publishing a wholly-owned subsidiary, Sony has become the largest music
publishing company in the world. To further reinforce our music content
portfolio, we are working to attract and nurture artists in popular streaming
genres, and we will cultivate local artists and songwriters in regions where we
foresee opportunities for market growth, including China. As one of the major
Hollywood studios with a history spanning nearly a century, Sony Pictures
Entertainment (SPE) holds assets including an extensive content library with
potential for revitalization, as well as the rights to produce movie and television
content featuring more than 900 Marvel characters. In the game business, we will
invest proactively to further enhance first-party game titles.

4.6 POSITING OF SONY TELEVISION-

Sony intends to maintain a leading position in its “trillion yen businesses” (LCD
TVs, digital imaging, game and mobile phones) and will focus on expanding its
PC, Blu-ray Disc-related products, and component/semiconductor businesses
into “trillion yen businesses” by the end of FY2010. At the same time, we
expect to improve the operations of our TV business significantly and
implement a variety of cost reduction measures to restore that business to
profitability in the fiscal year ending March 31, 2009*, and strive for the global
position in LCD TVs by FY2010. Of the planned 1.8 trillion yen investment
over the next three years, approximately 900 billion yen will be allocated
towards strengthening core focus areas within components and semiconductors,
such as image sensors, batteries, display devices and Blu-ray Disc-related
components.

Sony is also promoting the concept of “open innovation”, whereby we are

looking not only inside the company, but outside for technologies that foster
innovation. By combining Sony’s inherent technological strengths with external
expertise, we aim to accelerate R&D efficiency and enable the company to
effectively respond to rapidly changing customer needs and preferences in the
network era. Through the creation of new user experiences, strengthening core
businesses, driving innovation, and minimizing the environmental impact of its
operations, Sony will strive to achieve not only sales volume, but also
sustainable and profitable growth.

4.7 CORPOARATE SOCIAL RESPONSIBILITY OF SONY

TELEVISONS-

The spirit of philanthropy is deeply embedded in the culture of Sony. Our

mission is to fill the world with emotion, through the power of creativity and
technology, and to nurture innovation to enrich and improve people’s lives.
Through our partnerships with worthy causes, in-kind product donations and
employee volunteerism, we strive to make a difference in our communities and
the world around us.

Our commitment extends to helping our local communities, investing in the

education of children, supporting the arts and culture, helping disadvantaged
youth, protecting and improving the environment, and providing necessary
support when large-scale disasters strike.

Our strategic philanthropic and corporate social responsibility (CSR) efforts are
aligned to reflect the diverse interests of our key businesses and focus on
several distinct areas: education; arts and culture; civic and community
outreach; sustainability and the environment; and disaster relief, with an
emphasis on volunteerism in each of those areas.

We're proud of the programs and partnerships that have touched countless lives
throughout the U.S. and of the thousands of Sony employees who have given
generously of themselves in support of our goals.

Our CSR initiatives reflect Sony’s commitment to ethical and responsible

business practices. Sony established the principles in its “Sony Group Code of
Conduct” in alignment with its core values of fairness, integrity, honesty,
respect, and responsibility, and we endeavor to uphold these principles as we
strive to create innovation across our diverse industries. In recognition of our
leading ethics and corporate social responsibility activities, Sony Corporation
was honored by the Ethisphere Institute as one of the “2019 World’s Most
Ethical Companies” for achieving outstanding results in the areas of ethical
culture, corporate citizenship and responsibility, governance and reputation - an
honor bestowed upon only 128 companies around the world.

CHP NO 5: ANALYSIS OF MARKETING STRATEGY –

1. 1. SonyMarketing Strategies of Presenter: Said Zakirullah Zaki

15BMS10045 BMS-IB-N Submitted To: Prof. Kiran Fundamentals of
Strategy
2. 2. Introduction Sony Corporation (ソニー株式会社 Sonī Kabushiki
Kaisha, /ˈsoʊni/) (often referred to simply as Sony) is a Japanese
 multinational conglomerate corporation headquartered in Kōnan, Minato,
Tokyo.  Its diversified business includes consumer and professional
electronics, gaming, entertainment and financial services.  This
company is one of the leading manufacturers of electronic products for
the consumer and professional markets.  It is among the semiconductor
sales leaders and as of 2016, the fifth-largest television manufacturer in
the world after Samsung Electronics, LG Electronics, TCL and Hisense.
 Its current slogan is BE MOVED. Their former slogans were make-
believe (2009–2014), like.no.other (2005–2009) and It's a Sony (1980–
2002).  It also has a weak tie to the Sumitomo Mitsui Financial Group
(SMFG) keiretsu, the successor to the Mitsui keiretsu.
3. 3. Marketing Strategies ◦ A strategy in short is a plan intended to achieve
a particular purpose. Demographics 1. Sony is a diverse brand that
provides products and services for a wide variety of people. 2. Sony will
focus on expanding their segments in the women's market. 3. Women
make up over half the sales in consumer electronics and influence over
80% of purchases.
4. 4. Sony Differentiation 1) Quality: Sony strives on innovative products
that are easy for consumers to use. 2) Market Leader: Sony is the market
leader in electronics. In particular Sony is the number one leader in
television market share. 3) Sony Positioning: 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.
5. 5. Sony Promotional Strategies Company’s Pricing Strategy: i. Sony TV's
pricing strategy follows market-skimming, product line pricing and
product bundle pricing. ii. The price range of Sony TVs starts from $400
to more than $20,000. iii. Sony starts with high prices to sell its new TVs
and then gradually lowers price. iv. Sony sets different levels of prices for
Televisions with different features.
6. 6. Factors Affecting Pricing Strategy Different factors affect pricing
policy of Sony i.e. internal and external. Sony use skimming price
strategy for its high priced high quality products, and maintains its high
prices, rather than following strategy of lowering its prices over time to
skim successive market segments.  Internal Factors: 1. Marketing
objectives 2. Marketing mix strategy 3. Cost and organization goals 
External Factors: 1. Nature and demand of market 2. Competition and
some other aspects
7. 7. Discounts I. Discounts are based on a corporate decision or the store
that runs a sales promotion on Sony. II. Discounts are offered sometimes
during the peak seasons like Christmas and Sports seasons. III. Seasonal
discounts are provided as well. IV. When competition is heavily
 involved, such as around Black Friday, Christmas, etc., these promotional
discounts are a "steal."
8. 8. Offers Reward points on shopping, 5 Sony reward points per $1 spent
at SonyStyle.net and Sony Style StoresOffer a $ 50 Card credit after
purchase of $ 249 or more Offers reward points, more savings, and
prizes, free music downloads more savings, more prizes and more fun
with Sony Card. Get instant approval and a $50 card credit after your first
qualifying purchase of $249 or more. Sony offers financing services
partnering with GE Money, the financing ranges from 6 months to 36
months Save big on selected BRAVIA EX700 series HDTVs; get free
BDV-E5705.1Channel Blu-ray Disc. No interest and no payments for
24 months if the customer applies for the new Sony Financial Services
Card at point of purchase. Save up to $360 when they bundle the
BRAVIA XBR9 series LCD HDTV with the new BDP-S360 Blu- ray
Disc Player ($299.99 retail $360 for the 55", $300 for the 46", $280 for
the 40" Introduction of a new tagline created to target LG Electronics
tagline "Life's good" "Now Life's better"
9. 9. Advertising Sony Electronics advertises through: i. Direct mail ii. TV
advertisements iii. Newspapers iv. Magazines (Business week, Times,
Wall-Mart, Best Buy, Target, and leading news papers worldwide)
10.10. Customer relationship management (CRM) A. Sony is strong believer
in communication with customers through personal interaction. B. Market
research and marketeering strategy is based on feedback from customers.
C. Sony provides opportunity to its customers to send feedback about the
products they purchased. D. Sony offers instruction manuals on all
products. E. Marketing is not an event but an ongoing process, Sony uses
customer feedback to improve their products. F. Sony welcomes
complains, suggestions and ideas from customers and all the information
received through feedback is sent to planning and design group.
11.11. Public Relations, Web Marketing and Place/ Location Public
Relations: o PR department of Sony Corporation works directly with the
executive team to create strong relationship with public. o This creates
people to be more customers based and involved with customers and their
interest, likes dislikes and needs. Web Marketing: o Web marketing is
the most dominate feature of Sony. o It offers different Videos and pdf
brochures to help customers understand their business and products. o
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/ Location: o Geographically, Sony produces and distributes to
places all over the world.
 12.12. E-Business I. 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. II. 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. III. Sony is looking forward to
capturing the voices of every customer for better customer satisfaction
and effective communicate with them. IV. On the corporate level, Sony
uses the internet to keep track of all its stores and their performance. V.
Customers can go on Sony website online and do anything from
information on products to purchasing or products and downloading
drivers for Sony products. VI. Resell stores have access to corporate
entities through email and Sony's website where they can upload
information on their financial situation and also compare sell of different
items.
13.13. Building Customer Relationship A. Marketers at Sony corporation
have found a new way to with customers, i.e.: online courses to enhance
customer's total Sony experience. B. The online tutorials provide courses
to online visitors in personal computing, home entertainment, digital
photography and business solutions. C. The result of online tutorials had
been outstanding; Sony has received more than 90% rating from its
customers. D. Those who attend the course were more likely to buy the
products as compared to those who have never attended course.
14.14. Sony E- Commerce program a) Sony Electronic started an e-
Commerce program to create a customizable world class internet
platform for direct sales of electronic and its solutions. b) The project's
focus was to increase direct sales in new and established markets and
establish the customer relationship at all points of the customer life cycle.
Markets, Business-business (B2B), and business- consumer (B2C) was
targeted. c) With this e-Commerce program Sony Electronics got new
direction and 60% of their direct sales are online. With the help this
program Sony Electronics reacted into new segments in a number of
markets from small to large business, governments, and education. d) The
credit of the success of this program goes to Catapult System that helped
Sony Corporation to complete this very important goal in efficient and
timely manner.

5.1: SITUATION ANALYSIS –

In 2012, Sony bounced back onto the TV scene with a new design of the HX853
series that worn multiple awards on the television business (Archer, 2013). The
liquid crystal display (LCD) television has grabbed a controlling share in the
present global and dynamic world market. Initially, the company had been
facing competition rivalry from the South Korean Samsung Electronics
Company and LG Electronics International.

The Company has initiated a strategy of producing unique and quality products
in the market. Coupled with high innovative ideas, the Sony Corporation has
been able to gain competitive advantage over its competitors that produce and
supply television sets.

In the 2012 financial year, the company was able to build a strong foundation
and strategic investment plan for the TV business. Some of the exceptional
features that Sony televisions have include the ability to playback wide
collection of photos and music from USB products; these distinct features have
given Sony a competitive edge over the perennial competitors in the market.
These are the common features of Smart TV.

Smart TV also has social media sites like Twitter, You Tube, Picasa, and
Facebook. This television model is also able to stream several video platforms
through its online platforms. Some of the video highlights include Netflix and
Lovefilm, BBC iPlayer, BBC sport, and Sky News. Sony 55W905A is another
model that has a remote that functions with a special android application.

The remote uses the Near-Field Communications (NFC) technology; therefore,

one can strike the remote on an NFC-portable device like the Xperia
smartphones to mirror the screen of the device on the TV. Moreover, the current
Sony televisions take close to 10ms for the signals to arrive at the inputs; it is a
unique feature that the company has added in their televisions.

In addition, it recorded momentous advancement on the line of high profit

margins in the TV business. This path to profitability on TV business has
remained among the core strategies in this 2013 financial year. Some of the
features that the company has added in their new TV models are the “X-Reality
PRO” which is an engine that process images and “Triluminos Display” which
makes the screens to display wide color.

In addition to enhancing the quality of the display and image, the company is
targeting to expand its 4K LCD TV lineup (Sony Corporate Strategy Meeting
FY2013, 2013). Sony plans to capture and control the emerging markets by
producing and supplying TVs that meet the customers’ needs. Further, it plans
to reduce the operational and fixed costs in order to register more sales than
before hence returning to profitability in FY13.

5.2: MARKETING PLAN-

Like most other celebrity brands, SONY too has shown heavy focus on
marketing and has proved itself smarter than others in this area. While digital
marketing is at the centre of this strategy, the brand has also used the other
channels for successful marketing and promotion of its brand and products.
SONY has used a creative promotion mix to reach its customers. There are three
elements that are quite distinct about its marketing strategy.  The first element is
product. When you have got your product mix right, you have little to fear from
your competitors.  Sony’s focus is on design, quality and technology in this
area. Apart from being technologically efficient, its products are better than
most in terms of quality and design too. Sony has proved itself outstanding in
terms of product quality and design.  Its pricing and promotions strategy are the
other two important elements in its marketing strategy. A premium pricing
strategy corresponds to the premium image of SONY and its products.

Sony’s expenditure on advertising and promotions is very high. In 2016, its

advertising budget was $ 3.7 billion.  The large advertising budget also reflects
the heavy competition in the electronics industry. When the competition in the
industry is as high, you need to show somewhat deeper focus on marketing and
promotion. SONY’s branding strategy to a large extent has played a strong role
at helping it overcome the competitive pressure. It is renowned as a
technological brand and has been the first to bring a few great products to the
market. Its Walkman was a big hit. So, have been the Experia television and its
smart noise cancelling headphones. Still, Sony does not leave any stone
unturned to market its products and to make them successful. After having
discontinued its PC business, it focused on the other areas including music and
entertainment. Its SONY PlayStation has also been a big hit. These devices are
promoted heavily on television.  It is not difficult to come across the ads of
SONY products while watching TV. While mostly, these ads have product
quality and functionality at their centre SONY gets creative with its ads to
engage its customers.  Apart from highlighting the features, these ads also focus
on creating a customer friendly image. SONY’s customer orientation gets easily
visible in its marketing strategy too. Whether on Television or other marketing
channels, SONY ads have a definitely beautiful angle which is distinct from
others. However, the target customer segment are mainly the millenials. Its
advertising strategy focuses on reflecting the same energy and enthusiasm and
sometimes you can easily catch a glimpse of this energy in SONY’s
promotional videos.

Another platform that has played a central role in SONY’s marketing strategy is
the social media. Social media can be a major support, if you can design a
creative customer experience. SONY has used social media for both customer
engagement and for promotion of its products. Apart from millions of followers
and several popular Facebook and Twitter pages, there is much more that
SONY is doing through social media. It has also used Pinterest and Google plus
for marketing and promotion. Along with cost effectiveness and reach, a major
advantage that any brand can generate through social media is that of customer
engagement. Social media helps you connect with your customers on a different
level where the connection can be made more personal. SONY’s strategy has
always focused on customer friendliness and deeper clarity. The credit goes to
SONY’s creative execution that it has been so successful at engaging its
followers through social media channels. How you showcase your brand on
Facebook, Instagram, Twitter, Pinterest or any social media channel, plays a
major role in your branding strategy. SONY’s showcase is beautiful and so is its
impression on the millions of its customers globally. At last, there are several
creative lessons to learn from SONY’s marketing strategy. Some are easily
evident when you browse through its videos on YouTube.

However, the story is not limited to just the digital channels because SONY is
well versed at using the traditional channels too. It uses the traditional channels
too quite adeptly. One can come across its ads on outdoor locations like
billboards and behind buses and on the walls. Outdoor advertising is generally
highly effective in the metropolitan areas where the exposure to the target
audience can be very high. The ads of SONY’s high definition televisions are
easily found on shining large billboards in the metropolitan areas. That’s how
SONY markets and advertises its brand. Another critical role is that of its brand
image whose two main pillars are technology quality and beautiful design.
While SONY has used a premium pricing strategy like Apple still it has its own
large fan segment with high brand loyalty. This premium pricing strategy
conveys a premium brand image and a premium customer experience. Overall,
SONY’s marketing strategy is outstanding in most aspects.

5.3: TARGET MARKET –

To launch its new 4K Ultra High Definition TV, SONY’s strategic objectives
were to:

 Build awareness and desire for the new, premium product line
  Educate consumers about 4K and SONY’s 4K technology
 Energize consumers to talk about SONY 4K TVs

On average, electronics shoppers read 11 reviews before making purchases. Not

all reviews are equal —84 percent of electronics shoppers trust consumer
reviews on Amazon.com the most (more than professional reviews). Thirty
percent of online buyers started researching their last online purchase on
Amazon versus 13 percent that started via search engines.

Marketers conventionally have only used e-commerce as a sales channel. Based

on what the above insights revealed, the brand’s e-commerce approach was
redefined. It was used to launch 4K TVs where electronic shoppers’ journeys
start by creating an experience to spark desire and inspire product advocates.

Target Audience:

The target audience was affluent consumer electronics shoppers nationwide.

Creative Strategy:

SONY’s visually stunning creative was adapted to provide Amazon customers

an immersive showroom-like experience with the SONY 4K TV’s cinematic
clarity and sound. Amazon activated the experience through Kindle Fire, mobile
expandable rich media, first-ever custom video spotlight takeovers of
Amazon.com’s homepage, and an Amazon.com 4K educational section
featuring SONY placements only.

5.4 MARKETING MIX :

Sony Corporation’s Marketing mix or 4P (Product, Place, Promotion & Price)

effectively support global business operations. The marketing mix defines how
a firm executes its marketing plan and specifies strategies and tactics specific to
the business. In the case of Sony’s marketing mix, these strategies and tactics
are based on the conditions of the global consumer electronics, gaming,
entertainment and financial services markets. The company’s diverse business
operations require complex considerations in developing the marketing mix.
Nonetheless, Sony maintains a marketing mix that comprehensively satisfies the
organization’s needs in reaching its target customers.

Sony’s marketing mix (4Ps) is based on the varying conditions of the consumer
electronics, gaming, entertainment and financial services markets. The
company effectively implements strategies and tactics to maintain a satisfactory
share of target markets around the world.

 THERE ARE 4 PS
 PRODUCT
 PLACE
 PROMOTION
 PRICE

1. PRODUCT:

Sony has products in the consumer electronics, gaming, entertainment and

financial services markets. However, the company uses a different
 categorization to properly group its various products. This element of the
marketing mix is called the product mix, which identifies the firm’s products or
organizational outputs. The following are the main product lines in Sony
product mix:

1. Mobile communications
2. Game and network services
3. Imaging products and solutions
4. Home entertainment and sound
5. Devices
6. Pictures
7. Music
8. Financial services
9. Others

Sony’s Pictures products include motion pictures, television productions, and

media networks. PlayStation units and related content are grouped under Game
and Network Services. The company’s batteries, semiconductors and recording
media are included in Devices. Disc manufacturing is included in Others. This
element of Sony’s marketing mix shows considerable diversification of the
business, in line with the business-type divisions in the company’s corporate
structure (Read: Sony’s Organizational Structure Pros & Cons). Such
diversification limits the effects of market-based risks.

2. 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:

1. Sony Stores
2. Authorized sellers
3. Cinemas and media networks
4. Official websites

Sony Stores sell genuine products and accessories, including Cyber-Shot digital
cameras, batteries and television units. These stores are also significant in
promoting the brand, considering their name. The company also earns through
authorized sellers, such as computer stores and smartphone stores. Motion
picture products (movies) are delivered to target customers through cinemas and
 media networks. Sony also has official websites for devices, PlayStation content
and other products. In this element of the marketing mix, Sony maintains a
variety of places to distribute its products effectively and to have a wider market
reach.

3. PROMOTION:

Sony promotes its products in a variety of ways and forms. This element of the
marketing mix identifies the promotional mix or the methods that the firm uses
to communicate with its target customers. The following promotion methods are
used in Sony’s business:

1. Advertising (most significant)

2. Public relations
3. Direct marketing
4. Sales promotion
5. Personal selling

Advertising is the most significant promotion method in Sony’s business. For

example, the company advertises its products through online media and print
media. In addition, public relations are used as a way to build brand awareness
and enhance corporate image. For example, the company sponsors sports
events, music festivals, and other events. Direct marketing is applied to
establish deals with organizations that use Sony products. On the other hand,
sales promotions are used to attract customers based on discounts. For instance,
the company implements discounts for its PlayStation gaming products for
Black Friday. Employees use personal selling at Sony Stores to persuade target
customers to purchase the company’s products. This element of the marketing
mix highlights activities that support the company’s market penetration efforts.

4. PRICE:
 Sony is known for high quality products. However, these products are typically
sold at relatively high prices. This element of the marketing mix determines
how the company sets its prices. Sony applies the following pricing strategies:

1. Premium pricing strategy

2. Market-oriented pricing
3. Value-based pricing

The premium pricing strategy involves high prices. Sony’s products are
typically priced higher than the market average. The high prices support a
premium brand image, which aligns with the company’s differentiation generic
strategy. On the other hand, the company applies market-oriented pricing for
some of its products. This pricing strategy ensures competitiveness, based on
the prices of competing products. Sony also implements value-based pricing to
determine the appropriateness of some premium prices, based on actual product
value and customers’ perceived value of the products. The strategies in this
element of the marketing mix show the importance of high prices to ensure high
profit margins and to support a premium brand image.

CHP NO 6; FEATURES OF SONY TELEVISION

6.1 FEATURES :
We've tested more than 10 Sony TVs in the last two years. Sony TVs are generally a
pretty safe bet. They tend to have great picture quality and a good amount of polish.
Their build quality also tends to be better than average. Their budget models aren't
the most competitive TVs, but their high-end and especially their mid-range options
are among the best, albeit usually at a price premium.

The best Sony TV with an OLED panel that we've tested is the Sony A8H. Like all
OLEDs, it delivers stunning picture quality due to its ability to turn individual pixels
off, allowing it to achieve perfect blacks for a fantastic dark room viewing
experience. On top of that, there are no issues with uniformity or blooming around
bright objects because it doesn't require a backlight. It's incredibly well-built, and it
has a simple and minimalist design that fits into most settings. It has excellent
viewing angles, which is great for wide seating arrangements, as images look
accurate even if you aren't sitting right in front of the TV. It has outstanding
reflection handling, but its peak brightness is only decent, which means that you
might have visibility issues in brightly-lit rooms. That said, it gets significantly
brighter in HDR, enough to make some highlights pop. Accuracy is excellent out of
the box, so you might not need to calibrate it to get accurate color reproduction.

As is expected, the response time is nearly instantaneous, resulting in clear images in

fast-moving scenes and almost no motion blur. It has an optional Black Frame
Insertion feature to further improve clarity, and it can interpolate low frame rate
content up to 120fps for fans of the 'Soap Opera' effect. However, it doesn't have any
HDMI 2.1 ports and can't display a native 4k @ 120Hz signal. Also, while its input
lag is low, it's higher than most recent 4k TVs, and it doesn't support any variable
refresh rate (VRR) technology to reduce screen tearing when gaming. There are
risks of permanent burn-in, which happens when static elements remain on the
screen for an extended period, but we don't expect it to be a problem for most people
who watch varied content. Its Android TV interface is user-friendly, and there are
tons of apps available through the Google Play Store. It's a TV that should please
most people and one of the best Sony TVs that we've tested.

The Sony X950H is the best Sony TV with an LED panel that we've tested. It's a
great all-around TV that's particularly well-suited to watching movies or gaming in
the dark thanks to its high contrast ratio, excellent black uniformity, and full-array
local dimming. On top of performing well in the dark, it also gets bright enough to
overcome glare in well-lit rooms. Unlike the Sony A8H OLED, it uses a VA panel
that's immune to permanent burn-in, so it's a great alternative if that's a concern.
Sony has also implemented its 'X-Wide Angle' layer on this model, so it has wider
viewing angles than you'd expect from a VA panel, although they're still only
passable, so the image may look a bit washed out from the side. The wider viewing
angles come at the expense of a slightly lower contrast ratio, but they let you
accommodate a wider seating arrangement than you'd be able to otherwise.

Gamers may be disappointed by the lack of VRR support, but the TV has a low
input lag for a responsive gaming experience, and it has a quick response time,
resulting in clear motion in fast-moving content. Unfortunately, it doesn't have an
HDMI 2.1 port and can't display a 4k @ 120Hz signal, so you can't take full
advantage of next-gen gaming consoles on this TV. On the upside, though, it's a
great TV for HDR content because it has a wide color gamut and gets bright enough
to bring out most highlights, and the overall brightness of scenes is spot-on. It also
has excellent accuracy out of the box, so you likely won't need to calibrate it to enjoy
high-quality picture. If you're looking for a Sony LED TV, look no further than this
one, which is among the best Sony TVs and should satisfy most people.
6.2 TYPES OF ADVERTISEMENT:

Sony Entertainment Television is an Indian Hindi-language pay television

channel. Its owned by Sony Pictures Networks India. Sony Entertainment
Television is a 24 hour Hindi General Entertainment channel that provides
complete family entertainment. It offers a complete spectrum of genres from
thrillers to dramas, events to comedies, game shows to dance shows, and much
more. This channel has more popularity. Sony has a large viewership all across
the nation of every age group. This channel can help to reach your target
audience.SmartAds.IN helps you reach your relevant audience across the
nation with effective television advertising.  Smart ideas for your brand are
available in SmartAds.IN. We are not only better, but we are also the best in the
advertisement. Our Professional providing brilliant ideas for your
advertisement. We have so many types of advertisement as per your
requirement we provide service to you for eg. Prime Time Ads, L-Band Ads,
Astone Band, Sponsorship of product. etc...For better results and promotion
you can book your Ads from the following shows. Ex. Crime Petrol, The Kapil
Sharma Show, Vighnaharta Ganesh, Indian Idol. etc...We provide the best
quality advertisement at the minimum rate without compromising on the
quality.

Sony Entertainment Television Advertising has more Durability. Sony

Entertainment Television Advertising gives more option of space to Advertise
and it can easily provide more information about product to consumers. Sony
Entertainment Television Genre Entertainment Advertisement is very elegant
and attractive. Therefore, it is most effective Advertising option. Sony
Entertainment Television Advertising has a very low cost per eyeball ratio.
Sony Entertainment Television Advertising moves with the crowd catering to
vehicular, pedestrian and local transport passengers all at once.

1: TELEVISON ADVERTISING :
We can’t say the television ads are Modern means of advertising. Because the
First television ads were introduced on 1st July 1941. Later TV ads were
spread like fire all over the world. But In India, there are no TV options until
1959. Now After the Growth and development of Indian Economy through LPG
Policy by Govt. It wills more convent way to promote your brand. These ads
will give you various options for you. Such as geotagging, Category wise, many
ads type, various genres (News, Entertainment, Sports, etc.). According to
Client, they will plan the ads to succeed the branding and promotions.

We are introducing various advertising options on television. The more

clarifying about advertising which is as follows. Commercial Ads In RODP
simple term Commercial ads are one type of video which contains various
Information, Rate, Quantity, and many more. These will of minimum 10 Sec
ads. This will be more benefiting targeted customers. Combinations of audio
and video will be making more attractions toward the brand. In television ads,
you had Choice to run ads in prime time on-prime time. It totally depends on
the Requirements or product. According to category and Creative, the rate
might be Change.
Television made its entry in 1950 in America and its impact was so deep that
within a decade it spread over all European countries, besides Canada, Australia
and Japan. In India, it was first commissioned in 1959 on an experimental basis
and the commercial telecasting started only in 1976. It is the scientific
synchronization of sound, light, motion, colour and immediacy that are its
salient features. In India, transmitting stations are called Doordarshan Kendras.
Colour transmission started in 1982 on the eve of ASIAD 82 in India.

2. PROGRAMME OR SPONSPORED PROGAMME:

It is a type of telecast where a story, play, a film is sponsored by the advertiser

who pays for the time. He takes advantage of this and advertises his product or
service.

The merits of sponsored programmes are:

1. It builds an image for the advertising house and its products.

2. The programme can be designed to fit the sponsor and his product.
3. ANNOUNCEMENT:

Announcement is a kind of telecast which is presented to the audience between

the sponsored programme and the station break. Here, the advertiser pays only
for the duration of advertisement, as he is not paying for the sponsored period.
Majority of the advertisers go in for this type.

The advantages of announcements are

1. It is very economical.

2. It is most flexible; and

3. It is effective for advertisements that are brief. These television commercials

can be of 10,15, 20 and 30 seconds duration.
6.3 ADVANATGES OF ADVERTISING IN TELEVISION:

1. Ability to create deep Impact:

Television is a perfect synchronization of sound, sight, motion and colour. It

successfully catches the viewers’ attention. It is an ideal medium to exhibit
products, including its demonstration. Colour advertisements present the
products in their true original form. T.V. commercial very nearly
replaces personal selling.

2. It is selective and flexible:

Like radio and newspapers, T.V. is a highly flexible and a selective medium. It
can be used locally, regionally and nationally. The advertisers are free to choose
the time slots and the nature of message to the viewers through sponsored
programmes and announcements.

3. It is a mass communication media:

Television viewing is highly popular even in rural India. It is a mass medium

where an entire family is exposed to it, perhaps for several hours a day. So,
television advertising is considered a platform for gaining popularity for a
product.

4.Helps Distributors and dealers:

A TV campaign of a product or a service is appreciated by dealers and local

merchants. T.V. has more prestige and glamour than any other media. That is
why, wholesalers and retailers of a product are very impressed by TV
advertising in view of its immense popularity and try to stock more the products
that are advertised in television.

5.It is immensely Popular:

The most striking feature of T.V. medium is its instantaneous transmission of

sight, motion, sound and colour, irrespective of wherever an event took place in
the world. Of all the media, TV is the closest to replicate the actual life
conditions. It presents events as they are and as they happen. This offers
limitless opportunity for advertising.
6.4 DISADVANTAGES AND LIMITATIONS OF ADVERTISING IN
TELEVISION :

1. It suffers a short life:

The commercial message on T.V has a very short life. For a moment it is
viewed and heard and the next moment it is gone. It does not remain as a part of
household like a magazine or a calendar on the wall. If the prospects misses the
commercial, the advertiser loses his opportunity. It warrants repeated relay of
messages to have an appreciable impact on the target audience.

2. It is very expensive:

High cost of advertising on television is another serious limitation. In recent

years, the rates have risen so much and it is weigher than that
of newspapers, magazines, radio, and outdoor media. Hence, advertisements
produced are very brief and up to the point, perhaps providing inadequate
information. The high advertisement tariff of TV may be out of reach of small
and medium-sized manufacturing units.

3. Too many commercials:

TV advertising suffers from over-crowding of too many commercials in a very

short span of time. Both the advertisers and the viewers complain about it. This
‘clutter’ reduces the effectiveness of the commercials. The advertiser feels that
he has spent a lot without much impact and the viewers feel that it is quite
difficult to remember all advertisements, which they may not be in a position to
recall.
 CHP NO 7 : SONY TELEVISION THE SUPPLIERS

If you have been following recent news related to Sony Corporation, it should
be evident that this company is embarking on a number of significant
challenges, one of which includes a re-structuring of its global supply chain.
A recent  Business Week  article.  reports that Sony recently announced its first
annual loss in 14 years ($1 billion) with a forecast of another losing year. 
Upwards of 16,000 people are in the process of losing their jobs at Sony, which
is a shock to a company that prides itself on lifetime employment.
The backdrop leading-up to the current situation is a rather long one, one which
will probably play out in a number of existing and future business case studies. 
In consumer electronics, the company was slow to respond to the vastly popular
digital music product entries from Apple, such as the iPod and iPhone. In
televisions, Sony has a stellar reputation for innovation and quality, but has lost
volume market leadership to Samsung Electronics Company. A New York
Times  article indicates that Sony has lost money in its television manufacturing
unit for the last five consecutive years.  In gaming devices, Nintendo‘s Wii and
the Xbox360 from Microsoft have been outselling the Playstation 3.  As an
industry analyst, I penned a number of research insights that pointed to Sony’s
decision to initially include the newer BluRay disc technology as a key
distracter in gaining initial market and volume producer acceptance.  And the
list goes on, leading to today’s current situation.
Chairmen and CEO Howard Stringer, who was brought on four years ago to
transform the company, has now taken more direct day-to-day control.  In late
February, Sony announced a massive management re-structuring  with Mr.
Stringer taking on operational CEO responsibilities, along with a revised
management team tasked with turnaround profitability.  While Business Week
reports that Stringer has promoted four relatively young Japanese executives
into his managerial team, the situation for supply chain is slightly different.
Included in this restructuring was the announcement of Yutaka
Nakagawa, Executive Deputy President, to lead a combined manufacturing,
logistics, and procurement organization. Mr. Nakagawa joined Sony in 1968,
and has had a number of senior and executive management responsibilities
primarily in Sony’s product businesses.  His former tenure at Semiconductor
and Component Group, along with other businesses provides a well-grounded
understanding of supply-chain strategy and operational needs.  But Sony’s
supply chain challenge remains daunting.
Business Week reports that Sony is closing three plants in Japan by the end of
December, and the number of plants around the world will be reduced to 49
from a current 57. A posting in  The Deal  indicates that the company will slash
material costs by 20% ($5.3 billion USD), and cut total suppliers to 1200 from
the current 2500 by March of 2011.
Taking on a challenge to reduce overall material costs by 20% in two years has
proven to be challenge for companies in profitable times, let alone in crisis
situations.  But perhaps Sony’s current crisis can drive change at a faster pace. 
With competitors such as Apple positioned in a virtual supply chain, with
enormous flexibilities, Sony will have no choice but to move quickly.  Soft
demand and a declining yen have had their toll.  But there is a positive aspect to
this pending change.  Sony’s existing supply chin management team has the
benefit of learning what has and has not worked well in high tech value-chains.
Advanced technology will certainly help if applied smartly.  The Sony brand
also has enormous power within the market, something which other companies
have failed to learn in wholesale slashing of supply chain costs.

We certainly wish Sony the best in their supply chain transformation challenge. 
It will be interesting to observe in the coming months how Sony approaches its
supply chain transformation  challenge.
7.1 SONY SUPPLY CHAIN SOLUTION:

Sony Supply Chain Solution, Inc. is an in-house logistics organization that

develops and provides innovative business services for its parent company,
Sony Group, a world leader in consumer electronics and entertainment. With
responsibility to provide many business processes including procurement and
forwarding, order taking, inventory control, job support, and international
logistics, Sony Supply Chain Solution, Inc. must keep pace with production
innovation in a wide variety of manufacturing fields.

1. Challenge

Sony Supply Chain Solution, Inc. procures more than 30,000 different parts
from nearly 800 affiliated parts suppliers to support manufacturing at more than
50 plants worldwide. The company ships finished products to dealers,
distributors, and consumers in more than 200 countries and territories.
Supporting a global operation of such vast scale, Sony Supply Chain Solution,
Inc. requires total efficiency in its information technology systems and networks
as well as continuous improvement in logistics quality.

In order to stay competitive, Sony Supply Chain Solution, Inc. constantly

pursues technical innovations in electronic logistics and supply chain
management. One of the company’s leading technology and business process
initiatives is an industry standard software solution developed internally for
systematically rating air cargo and customs clearing companies. The company
needed to improve the application by quickly integrating it with disparate
systems.

“Our application is a good tool, but its data handling and modeling capabilities
were not sufficient to cope with rapid changes in business and technology,” said
Keiichi Yumita, General Manager, Systems Strategy, Sony Supply Chain
Solution, Inc. “We needed a solution to integrate and better manage the EAI
portion of the application.”

2. Solution

Management of the air cargo and customs clearing rating software was
complicated by an underlying system that struggled to integrate several
applications, according to Yumita. The company selected Gentran Integration
Suite™ (known as Sterling Integrator® in areas outside North America) to
handle its integration needs because of its ability to seamlessly link both internal
and external partners quickly without having to scrap existing systems or
protocols.

Gentran Integration Suite powers real-time processing with state-of-the-art

technology while remaining compatible with Sony Supply Chain Solution,
Inc.’s current systems and batch processing, Yumita said. “Gentran Integration
Suite also creates seamless operations by modeling and automating the business
process, and by building in processes that require human intervention, such as
approvals and exception handling.”

Sony Supply Chain Solution, Inc.successfully linked multiple internal

applications including EDI, SAP R/3 and Internet transactions using the
Gentran Integration Suite platform, according to Yumita. “The application
improves visualization of information and provides an adaptive supply chain
that allows us to quickly respond to market changes by automating business
processes and logistics information.”

Gentran Integration Suite also enables Sony Supply Chain Solution, Inc. to link
various business processes within and among Sony Group companies, and to
develop process changes that give system operations the ability to quickly
respond to client needs.
3. Key benefits

Flexibility, rapid deployment: Systems operations can create a universal

platform based on Gentran Integration Suite for the entire Sony Group within a
reasonable time frame.

Extensibility with speed: Adapters enable a high level of extensibility

through dynamic routing in many formats including EDIFACT, XML,
ANSI, IDOC and flat files, improving the processing speed.

Simplified mapping: Graphical mapping simplified the process of

developing complex data maps.

Intuitive interface: Makes control of business process status and

setting up new environments an easy and intuitive process.

Reduced operations burden: Integrated management covers all

functions in one package from EAI to B2B.
 CHP NO 8: CONCLUSION
Sony refreshed their Bravia HDTV suite earlier this year in March, where
models like the HX855, NX650, and EX series were showcased during the press
event held at the Marina Club. Instead of making radical changes, we noticed
that Sony has decided to craft out subtle modifications to their line-up, such as
the reworked SU-B553S Bunchin Stand (minus a center groove this time), as
well as making minor cosmetic changes to their premium Bravia HX series.
Among them is a newly minted D-shaped stand which we'll take a closer look in
a jiffy. To get you up to speed, Sony's existing full-array HX925 model will
retain its flagship crown in 2012, while the HX855 will be the next in line
among Sony's upper-end series of HDTVs. Unlike the HX925, however, the
newer HX855 screen will be illuminated by Sony's Dynamic Edge LED
backlights. In other words, instead of firing a direct array of LED lights, this 3D
TV is actually fitted with edge LEDs with dynamic 'cluster' dimming. It won't
match up to a full-array configuration since it's only able to dim general areas of
the LCD panel, but we'd still like to see how Sony pulls this one off on the
HX850 series.

The HX855 is available in three display sizes - 40, 46, and 55 inches.
And as you probably know by now, the 55-inch model is priced at a
wallet-busting S$5,999. That's about S$3,400 more than the 40-inch
variant! The mid-range 55-inch HX750 model, which costs S$4,699,
is a much cheaper alternative, but do note that the HX750 does not
carry a digital tuner or dynamic backlights. The HX750 also possesses
a slower 400Hz MotionFlow rate (compared to the HX855's 800Hz
rating), and isn't equipped with the HX855's contrast-boosting
OptiContrast panel or toughened Corning Gorilla glass to withstand
scratches and knocks. So, is Sony's swanky new HX855 worth paying
the premium for? Will it give LG and Samsung a run for their
money? Can it repeat the brilliant performance of its HX925 sibling,
despite its design choice of using edge LEDs? These are big shoes to
fill, but we hope that the Bravia HX855 wouldn't disappoint. After all,
you'll be paying almost six grand for this Full-HD baby with 3D
qualities, so it'd better be worth it. Read on for our detailed
breakdown.
Although Sony is still using the 'Monolithic Design' term for their latest range
of Bravia TVs, it is clear that the dress code for their 2012 models has gone
through a few enhancements. Some examples include the HX855's D-shaped
base, as well as the more refined Bunchin Stand shown in the image below. The
latter is currently bundled with the HX855 as an ongoing sales promo from
Sony, but it'll cost you $599 if you were to purchase it separately. We like the
HX855's clean and unfettered look, and it's nice to know that Sony has retained
the HX925's OptiContrast panel and Corning Gorilla Glass too. At only 35mm
thin, the panel is also slim and sexy enough to be wall-mounted. The HX855 is
an elegant piece, all round. We applaud Sony's introduction of the SEN
platform, although it's a real pity that  subscription-based streaming services like
Music and Video Unlimited are unavailable in our region. We also hope that
Sony will be able to host their own app store in future, instead of relying on
Opera's TV Store which only serves to muddle things up. Other than that, Sony
might want to consider tidying up their NUX interface since their apps and
widgets remain scattered on different tabs.

But what really sets this Bravia apart is its visual acumen. And we were also
impressed by how Sony managed to engineer a relatively even backlight
distribution on an edge-lit model. Sony still has slight room for improvement in
terms of their noise filters, color gradations (on the darker scale), and shadow
detail. However, unlike most edge-lit TV models, the HX855 does not suffer
from clouding issues or blotchy presentations. The panel's aptitude for accurate
colors and deep blacks are other plus points, and not to mention its motion
processing was impressive too, with or without True Cinema enabled. We
enjoyed its 3D performance on the whole, although crosstalk tendencies were
present on a few occasions like most active-shutter models. Comparatively,
however, it does offer better stereoscopic depths compared to passive 3D
models like LG's LM8600 Cinema 3D model. All in all, Sony has done a
credible job on the Bravia HX855's picture quality, but it'll have to buck up on
the Internet TV aspects if they wish to appeal to users who desire more than
visual performance alone.
 CHP NO 09: BIBLOGRAPHY
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