Project on Marketing

SONY CORPORATIONS
SUBMITTED BY GROUP 5

Introduction

y Company Name: Sony Corporation y Founded : May 7, 1946 y Headquarters : 1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan y Chairman, CEO and President : Howard Stringer y Vice Chairman : Ryoji Chubachi

History
In 1945, after World War II, Masaru Ibuka started a radio repair shop in Tokyo. The next year, he was joined by his colleague Akio Morita and they found a company which translates in English to Tokyo Telecommunications Engineering Corporation. The company built Japan's first tape recorder called the Type-G. y In early 1960s, Ibuka traveled in the United States and heard about Bell Labs¶ invention of the transistor. He convinced Bell to license the transistor technology to his Japanese company. y In August 1955, Tokyo Telecommunications Engineering released the Sony TR-55, Japan's first commercially produced transistor radio.
y

Masaru Ibuka, the co-founder of Sony.

Akio Morita

y In 1957. the smallest (112 × 71 × 32 mm) transistor radio in commercial production. One was the Latin word Sonus which is the root of "sonic" and "sound" and the other was "sonny". it was extremely unusual for a Japanese company to use Roman letters instead of kanji to spell its name.6. It was for the TR-6 that Sony first contracted "Atchan". Tokyo Telecommunications Engineering came out with the TR-63 model.In May 1956. the company released the TR. to become its advertising character. a familiar term used in 1950s America to call a boy. which featured an innovative slim design and sound quality capable of rivaling portable tube radios. It was a worldwide commercial success. Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own. y . a cartoon character created by Fuyuhiko Okabe. At the time of the change. y y The name "Sony" was chosen for the brand as a mix of two words.

Sony portfolio .

y Sony Financial Holdings. y Sony Computer Entertainment. y Sony BMG Music Entertainment. y Sony Pictures Entertainment.Sony¶s principal business units y Sony Corporation. y Sony Ericsson. .

components. engages in the development. semiconductors. personal computers. monitors. . channel investments.Business summary y Sony Corporation together with its subsidiaries. DVDs. y Sony Corporation also engages in the entertainment business like home entertainment production. and sale of electronic equipment & instruments internationally. manufacture. y The company's products include audio and video equipment. mobile phones. CDs. Blu-ray discs and playstations. liquid crystal display televisions. and distribution. design. digital content creation and distribution. acquisition. studio facilities operation and filmed entertainment distribution.

. banking.Business summary. leasing and credit financing.continued y Additionally. Sony Corporation operates an animation production and marketing business and an advertising agency business. it engages in various financial service operations such as insurance. y Further.

Sony continues to fuel industry growth with the sales of innovative Sony products. Throughout its history.Sony: The Leader in Product Innovation The new millennium is here and Sony has plenty to celebrate. Further. in the form of great products that people covet. positively impacting the way we live. . The company¶s approach ± doing what others don¶t ± has paid off. Today. few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond. Sony has demonstrated an ability to capture the imagination and enhance people¶s lives. The company has been at the cutting edge of technology for more than 50 years. as well as with the company¶s convergence strategy.

E. . Promotion. Place (Distribution) iv. Product ii. Price iii.Marketing y 4p¶s of marketing as classified by Prof. Jerome McCarthy which are: i.

Home Theatre System 3.Products Sony has a variety of products ranging from electronic devices. In-Car Entertainment 9. Computer & Peripherals 6. Mobile Phones 8. Home Video 2. Battery & Charger 10. So. games and entertainment. Accessories 11. briefly Sony products can be categorized in the following major product categories: 1. Television & Projector 5. Digital Photography 4. Game 7. Playstations .

SONY Time Line .

. 2. 3. 1. whereas conventional TV appreciators can pick from our range of CRTs that embody simplicity and functionality. it has further subdivided its products in different models.Television & Projector In the section of Sony products . 4. In this category we have several other sub categories and designs which are as follows: BRAVIA LCD TV Projector Public Display Panel TV & Projector Accessories Sony has developed a myriad of Television and Projectors. Those seeking the latest in technology can look to our cutting edge LCD TVs. If you wish to enjoy a home theatre experience. style and performance. select from our Home Theatre Projectors or Projection TVs. to cater to all types of lifestyle and business needs. as well as accessories.

some even house additional features such as the ability to handle multiple formats.Home Theatre System Depending on the customer needs. made richer with preset equalizer settings. The home audio products categorized by Sony are: 1. Sony has provided several home products ranging from small packages to big audio systems. They boast on their Hi-Fi which delivers rich music. Home audio accessories. track programming and repeat and random play. Also. E. multiple disc changers which for putting many discs at a go. Digital media port . usage and budgets.g. Hi-Fi Systems 2. Among other features which Sony boast to offer are like.

2. The sub-categories of these are: Digital SLR Cybershot Digital Camera Digital Photo Printer Digital Photo Frame 1. And also they have produced photo printers and frames.Digital Photography In terms of digital photography. Sony has produced a variety of imaging devices depending on the users and their professions. 3. 4. For example for a casual user or girls there are slim cameras which can be easy to carry or put on the purse. . For real photograph enthusiast and professionals there are more sophisticated cameras with advanced features like digital SLR camera.

students and businessmen. VAIO laptops and computers 2. Memory Stick . In case of the computer devices Sony has produced a variety of laptops with different price ranges and performance to meet the demands of the users like home users.Computer and Peripherals Combining function and the latest in technology. The sub-categories of these are: 1. Sony provides a range of IT and computing devices. VAIO accessories 3.

The games produced by Sony include: 1. Playstation 3 2. PSP (Playstation Portable) . Also.GAMES Sony offers games of all genres to match customers gaming preference. Playstation 2 3.Sony has produced Powerful consoles which are accompanied with compelling games.

Sony has produced a varietyof mobile phones for various people. lifestyle. Phones 2. Phone Accessories . prevent them from damage. Among the subcategories are: 1. budget and profession. or enhance their usage. Also a series of mobile phone accessories have been produced by Sony so that customer can spruce up their mobile phones appearance. usage.Mobile Phones With Sony Ericsson.

Xplod CD Receiver 2. Xplod in Car Visual 3. Apart from the normal car radio and CD changer devices.In-Car Entertainment Different in-car entertainment products have been produced by Sony. Among the products subcategorized in this category are as follows: 1. Sony has produced more entertaining devices to view different media like video and television. Xplod Cassette Receiver 4. Xplod Speaker/Subwoofer . Xplod Amplifier 5.

Playstation 2 and PSP using sports like football in England premiere league. .Promotion Sony has advertised its products through many different ways in media. Sony uses some events to promote its products as well:  Sony has signed an eight-year agreement with FIFA giving it worldwide marketing and promotional tie-ins for events between January 1. 2007 and December 31. 2014 including the flagship FIFA World CupΠevents in 2010 and 2014.  Sony has advertised its games like Playstation 3.

Promotion-contd«  Sony uses some events like Miss India 2008 to promote its product.  And also through posters a message has been sent to a lot of people to be aware of the products which Sony offers. . Sony has advertised a wide range of products it offers to its customers.  Through newspapers like Gulf News & Khaleej Times.

Promotion« .

promotion Check Sony pavilion for exciting offers at Gwalior Mela! .

what the manufacture wants to communicate. Sony World) with the materials and guidelines to develop ads for print. Sony also uses direct ± response advertising. mail or the internet. Such advertising is done through direct mail or catalogues. television or radio commercials. the name µco-operative advertising¶. Sony Corporation provides the dealers (e. The company and the dealers usually share the media costs and hence. . This ensures that message is in line with. Co-operative advertising Sony incorporates co-operative advertising in its advertising process.g. This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone.Sony has advertised its products through many different ways Direct ± Response advertising.

Manufacturer Retailer Customer . and these retailers buy the products directly from the company itself. customer buys their Sony product from the retailer recognized by Sony. Two Level Channel In India Sony has used the method of one level distribution channel.Distribution(Place) Sony Distributes its products through follows ways: 1. Zero Level Channel 2. One Level Channel 3. This means that.

750/DVD Home Theatre System DAV-TZ210 Price: Rs. SAMPLE LIST OF PRICES: Sony Bravia X Series LCD TV Price: Rs. influence the development of marketing strategy. discounts./T. allowances.900 to 14.990 In-Car Entertainment XplodΠCD Receiver Price : 12.Price Pricing decisions are almost always made in consultation with marketing management.20.Price is the only marketing mix variable that can be altered quickly. 24. 12./W Price: Rs. credit terms etc.00.990      . Price variables such as dealer price.900 Sony Vaio VPCW216AG/P.000 Sony DSC W80 Price : Rs 10. Sony being a company which emphasizes product quality tends to sell its products with price range from moderately-high to high-prices. depending on the use and the targeted customers. as price is a major factor that influences the assessment of value obtained by. retail price.

education y Psychographic ‡ Social class ‡ Lifestyle type ‡ Personality type . occupation.Segmentation y Geographic ‡ Region y Demographic ‡ Age. sex ‡ Income.

medium.e. high ‡ Type of user. price sensitivity .g.heavy users ‡ Brand loyalty: none. light.Segmentation-contd y Behavioural ‡ Product usage . medium .

Targeting y Making good on a promise made earlier the year 2007. smaller LCDs to discount retailer Target as it attempts to cater to a different sect of customers. Sony has apparently made available a duo of cheaper. .

and we're sure there will be appropriate advertising to go along with them. we think the effects of the advertising will likely be passed on to those holding the pursestrings . Sony's seen fit to market the PSP primarily to older teens and young adults . Seeing as how most young kids can't spend $199 of their own money on a PSP.people with additional income more likely to spend extra on an advanced. Sony's European branch has taken the initiative.usually the demographic territory of the stalwart Nintendo DS. Sony will soon look to target players aged 8-15 .com. launching pspinyourhands. according to a new article on game industry website Gamasutra (via New Media Age).in the form of asking for a present. slicker-looking piece of tech. But. the parents . as well.you. System bundles with Hannah Montana and Petz games are currently planned.SONY targeting kids in new PSP ads & campaigns y Up until now. a community website that encourages readers to upload images and videos to share with other PSP users. . y North America will also be receiving some youth-themed PSP promotions.

y The precision of the Move system allows game designers to create games as simulations and games with much more depth than other motion-based game experiences. Titles such as Move Party are mainly suited for casual gamers and games such as Socom 4 aimed at hardcore gamers.Sony Targeting Core & Casual Gamers For PlayStation Move y Sony Computer Entertainment Worldwide Studios boss Shuhei Yoshida has said that Sony will equally target both casual and hardcore gamers for the motion controller. y Sony¶s focus was split between making Move appeal to a wider consumer base on a 50:50 basis. .

Sony Targeting Core & Casual Gamers For PlayStation Move .

. The thing is that this is the exactly the group which will help to promote Sony Ericsson devices around.Sony Ericsson Targeting Youth y Sony has realized the importance of the development of the series which are more popular among the youth. y Thus it's not a surprise that Sony Ericsson's Walkman series has such a great popularity among youth. They enjoy their smartphone together with the most of interesting features of MP3 player and much more. The group of the young people are always trying to get something which will combine all of the things that are necessary to fulfill their desires. These series are quite attractive also due to the style and of course the variety of bright colors.

. y Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product. brand.Positioning y Positioning involves ascertaining how a product or a company is perceived in the minds of consumers y Sony positions its brand as µmake believe¶ in its prospects¶ minds. or organization.

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