BRAND AUDIT

FOR
www.wix.com/SimranBedi/jaceconsultant
Our vision
 Jace Consultants is a brand and customer loyalty
consultancy that uses brand and measurement systems that
find qualified prospects, grow customer sales and measure
results. The result is increased profit.

 Whether business-to-business or business-to-consumer,

companies can no longer afford unfocused, expensive
customer acquisition strategies. What is now required is a
consistent ability to establish, maintain and grow profitable
relationships with customers. Key elements of this strategy
include data collection and analysis, effective customer,
dealer and employee communications, and customer
planning as well as traditional sales, advertising, public
relations and other marketing tactics.
Our mission
We provide the research and tools needed to measure
brand perception, market opportunities, loyalty, and
most importantly customer profitability.

We are dedicated to helping increase customer

satisfaction, boost sales performance and build staff
competence, resulting in increased profitability.
OUR EXPERTISE
“Our expertise is to cater the communication
entertainment world.
We help people to do more than just communicate. We
provide solutions to the communication enablers.
Brand Inventory

“Our vision is to become THE communication

entertainment brand. We inspire people to do more than
just communicate. We enable everyone to create and
participate in entertainment experiences. Experiences that
blur the lines between communication and
entertainment.”- sonyericsson.com
History
Sony Ericsson is a joint venture established on
October 1, 2001 by the Japanese consumer
electronics company Sony Corporation and the
Swedish telecommunications company Ericsson to
make mobile phones.
The company was owned equally by Ericsson and
Sony . The stated reason for this venture is to
combine Sony's consumer electronics expertise
with Ericsson's technological knowledge in the
communications sector.
Both companies have stopped making their own
mobile phones.
Brand Exploratory
 Sony Ericsson is well known high quality, high end consumer
electronics brand. And Ericsson is well known communication brand.
And their marriage makes them entertainment communication
brand.

 Marriage of two big brands Sony and Ericsson and now brand name
Sony Ericsson is company’s biggest source of brand equity. Its logo
has also become source of brand equity as people now can connect to
its logo.
 Sony Ericsson famous walkman series is iconic brand which
positioned it as cool brand adds to its equity Sony Ericsson used
Sony’s walkman and Cybershot brand in mobile phones which made
brand Cool, Sporty and Stylish.
 Other sources of its brand equity are ambassadors and WTA tour
partnership. Sony Ericsson is associated with James Bond series, it has
released phones that were used by James Bond in a movie (Casino
Royale).
Sony Ericsson Mental Map
MAJOR PRODUCTS AND
SERVICES
 Phones: Phone accessories:
 Talk and text phones Bluetooth headsets
 Camera phones Video viewing stands
 Music phones Battery chargers
 Design phones Phone tripods
 Web and email phones
Headphones
 Touch phones
Phone cases
FM music transmitters
 Mobile broadband
products: Car holders
 Universal serial bus (USB) modem Music cables
 Modem
 Express card
 Personal computer (PC) cards
Product Related Attributes
 1. High build quality
 2. Superior screen
 3. Superior speakers
 4. Superior Signal Reception
 5. Good battery backup
 6. Superior Music via handsfree
 7. Great cameras
 8. Apps and Music availability through PlayNow
 9. Internet connectivity (blogs and social networking)
 10. Phone specific features (example timescape in Xperia
series, music options in walkman series, camera features in
cybershot and vivaz)
Sony Ericsson Brand Portfolio
Music – Walkman series, R- series(Radio),
Yendo, Spiro, Zylo, Aino(music + playstation)
Smart phone – Xperia, Aspen(GreenHeart)
Gaming- Yari, F-series
Camera- Satio, Vivaz, Cybershot
 Email and Web – G-series
Talk and Text phone - Elm, Hazel(GreenHear),
Cedar(GreenHeart) , Naite(GreenHeart) ,C-series,
S-series, T-series
Fasion- Jalou, Ducati phones, z-series
PRODUCTS PORTFOLIO
 Sony Ericsson W-series music phones are notable for being
the first music-centric series mobile phones .The main
feature that can be seen in all of these Walkman phones is
they all have a 'W' button which once pressed opens the
media center.
 Cyber-shot-branded line of phones are focused on the
quality of the camera included with the phone. Sony
Ericsson kicked off its global marketing campaign for
Cyber-shot phone with the launch of 'Never Miss a Shot' . .
It uses 'Exmor' CMOS sensor, Dual-LED 'PLASMA' Flash,
ISO 3200, and is waterproof .
 Sony Ericsson (FOMA SO903iTV, FOMA SO906i, U1,
and S004) uses the BRAVIA brand. BRAVIA branded
phone are able to show 1seg terrestrial television.
 The UIQ smartphone range of mobiles, are notable for their
touchscreens, QWERTY keypads (on most models), and use of the
UIQ interface platform for Symbian OS

 The XPERIA range of mobile phones, was the first trademark

promoted by the Sony Ericsson as its own and is designated to provide
technological convergence among its target user base.
 The GreenHeart range of mobile phones focusses on an
environmentally friendly theme, but still featured with recent mobile
technology and multimedia capability. It mainly uses eco-friendly
materials and features eco-apps
Communication, pricing and
distribution strategies
 Sony Ericsson is positioned at the higher end of the market and is
a technological leader, responsible for innovative technological
solutions.It is known for making products that have high
entertainment and style quotient.
 Sony Ericsson’s communications give it a energetic, vibrant,
passionate, fun and stylish brand image which elevates the
aspiration value of the brand.
 The phones are in such a way that there are designs for different
budgets. The company targets all the customers ranging from low-
end customers to high end customers. The Pricing of phones start
fromRs.1700/- and it goes up to Rs. 40000/-.
 The distribution method adopted by the company is One Channel
distribution i.e. that the customers buy their products from the
retailers recognized by the Sony Ericsson, and these retailers buy
the product from the company itself. The company does not sell
its product online through its website.
Competition: Threat to Sony Ericsson
 Nokia, Samsung, LG and other competitors are now up to the speed with
entertainment, design and other quality factors. They have larger portfolio
compared to Sony Ericsson, also they are quick to respond to market
demands .

 Sony Ericsson was late with touch screen phones compared to others due to
which Sony Ericsson lost market share to others .

 Sony Ericsson has superior camera phones (Satio, Vivaz, Cybershot k-series)
which incorporate most of Cybershot™ features .
 Nokia is bridging that gap by launching phones like Nokia N8 (12.1
megapixel Carl Zeiss lens (Sony camera lens)) and Samsung replied with
Omnia HD

 Sony Ericsson launched TrackID™ which immediately identifies the recorded

song from radio or TV and then allows downloading of the same song from
PlayNow™ which gives consumer accessibility to virtually unlimited songs of
their own choice, And now Nokia came out with similar service with name
OVI music stores though it doesn’t have capability of TrackID™.
RECOMMENDATIONS.
OUR RECOMMENDATIONS
 TrackID™ and PlayNow arena for more handsets- This feature
is available in very limited phones in India and it has very limited
awareness. So it should launch awareness campaign, the way Nokia
did for Ovi™ music store. Sony Ericsson should include these
services in more handsets and also allow free music download like
Nokia Ovi™ music store service.
 More featured Camera Phones-Nokia, Samsung and other
competitors are quickly bridging gap by launching high end camera
phones with great capabilities Sony Ericsson should launch full HD
capability phone to maintain the dominance in this camera phone
market.
 Act swiftly with market demand -Sony Ericsson launched its touch
screen phone series very late compared to other competitors due to
which its sales dipped, like Samsung saw the demand of touch
screen and social media phones and it very quickly added low end
as well as high end touch screen phones and grew its market share.
 Add new smart phones to portfolio -Smart phones are getting
smarter and smarter, Sony Ericsson needs to bring more phones
in this domain seeing I-Phone 4G, Samsung Galaxy S and
Nokia is ready to launch its Maemo smart phones so its Xperia
series range is not enough to fight with these Gen-X phones.
 Connect with business and male consumers- Sony Ericsson is
quite liked by female consumers but it does not appeal to
business and male consumers . They can add bit more special
tweaks for business consumers, like better email interface or
business connectivity . They can have links up with few
masculine movies or stars like Batman, future James bond
movies which would position Sony Ericsson as sophisticated
brand.
 Extend line in lower end phones - Chinese phones and
Sony Ericsson’s competitors (Nokia, Samsung, LG) still
growing their sales in lower end phones by giving more
features at lower prices. It should introduce more phones in
this area, like dual SIM lower end phone in response to
Nokia’s C1, C2 dual sim phones, perhaps with new branding
which wouldn’t dilute its Walkman or Cybershot brands.
 Add Tablet Phones to its portfolio - Sony Ericsson can add
tablet phones like Nokia N900, Galaxy Tab and Dell streak
which use 4G or 3G technology to connect to social
networking world, news paper reader and can do so many
other things. This would also increase brand equity as this
shows capability of a brand to produce great phones.