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Group Members: Neha Asher (06) Rohan M. Shah (18) Tanuj M. Dodal (26) Mansi Kothari (31)

SONY’s OVERVIEW
 Founders

- Akio Morita and Masaru

Ibuka
 Sonus  Rank  Four

- the Latin word for Sound

- 87th on the 2012 list of Fortune Global 500 operating segments
› Electronics › Motion Pictures › Music › Financial Services
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SONY BRAVIA

B -Best R-Resolution A-Audio V-Visual I -Integrated A-Architecture

  

Replaced the SONY WEGA brand since 2005 Awards Used as a mobile brand name in Europe & Japan
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More Bright.SLOGAN  The Best Picture. More1/4/13 Vivid . Ever.

Click to edit Master subtitle style TARGET MARKET & SEGMENTATION 1/4/13 .

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Upper Class 1/4/13 . Existing owners of Sony Products › Family Entertainment. having young families. Upper Middle Class  35-45 years › Affluent. Innovators.Target Market  25-35 years › Affluent. Innovators › Technologically Savvy.

MARKETING MIX 1/4/13 .

Click to edit Master subtitle style PRODUCT 1/4/13 .

PRODUCT  Consists of  › HD LCD/LED TVs › Projection TVs and Front Projectors › Home Theatre  After A  sales service ‘more for more’ deal Features 1/4/13 .

 Mexico. R & D work at Sony's research facilities in Japan. Spain. 1/4/13  Components  Principal . China and Malaysia.PRODUCT WORK  Manufactured in Sony's plants in Japan. and Slovakia manufactured in Brazil.

PRODUCT LEVELS Core Benefit Basic Product Expected Product Augmented Product Future Product 1/4/13 .

Thermocols  Secondary level Corrugated boxes level – 1/4/13  Shipping Wooden boxes .PACKAGING  Primary level – Bubble packaging.

Click to edit Master subtitle style PRIce 1/4/13 .

e.PRICE  “Unilateral Price Policy” also called as “One Price Policy” i. price will be dictated by Sony software is one for Pan India Objective .Skimming Strategy .Odd Number Pricing 1/4/13  Billing  Pricing  Pricing .

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Click to edit Master subtitle style Place 1/4/13 .

Gujarat  Shipped  Only price label & bar codes are added at the warehouses of Sony retail outlets for Sony in Mumbai 1/4/13  200+ .PLACE  Directly imported from Japan. Thailand. Korea at Mumbai. Calcutta. Chennai. Malaysia.

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Click to edit Master subtitle style PROMOTION 1/4/13 .

M. S. Business Week and Times magazine Marketing 1/4/13  Newspapers  Web . Dhoni as brand ambassador for Sony Full HD TV like Times of India.PROMOTION  Television  Event  Sales  ICC Advertisements Sponsorship Promotion Cricket World Cup 2011 .

COMPETITION Market Share in 2011 1/4/13 .

ANALYSIS & RECOMMENDATIONS 1/4/13 .

Analysis Of Survey  Sample Size :.35  Age :.25/10 :. Homework.20 to 50 to Female Ratio :.Business. 1/4/13  Male  Profession Students .

Television Brands Awareness 10 9 8 7 6 5 4 3 2 1 0 1/4/13 .

Television Brands People Own 32inch is owned the most. 55inch is the least utilized 1/4/13 .

Features of Television Preferred FEATURES 1/4/13 .

Preference For Criteria For Buying Television 1/4/13 .

Television Sizes preferred by People 1/4/13 .

Frequency of Change of Television 1/4/13 .

Preference for additional benefits Price V/s Technology People’s Choice between Additional Benefits & Technology People are ready to pay more for advanced technology but when it comes to buying. eventually they end up buying the one which offers more incentives as discounts 1/4/13 .

Distribution Centres Preferred by People 1/4/13 .

Preference of Television Brands 1/4/13 .

Recommendations     Should Setup its manufacturing units in India Should Setup their own Sony retail centres. Should remove odd number pricing 1/4/13 . Should Expand its presence by penetrating into Tier-I & Tier-II cities.

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