This document provides an overview of Sony Corporation, including its company profile, product marketing strategy, 4Ps of marketing mix, market segmentation, and challenges. Some key points:
- Sony was founded in 1958 and is known for innovations like the transistor radio, Walkman, PlayStation, and Blu-ray player.
- Its product marketing strategy focuses on strengthening its core electronics business through information technologies and releasing network-focused products.
- Sony uses a moderate to high pricing strategy and promotes products through advertising, personal selling, sales promotions and direct marketing.
- It segments markets based on product lines like electronics, mobile phones, music/pictures, and digital entertainment.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
This document provides an overview of Sony Corporation, including its company profile, product marketing strategy, 4Ps of marketing mix, market segmentation, and challenges. Some key points:
- Sony was founded in 1958 and is known for innovations like the transistor radio, Walkman, PlayStation, and Blu-ray player.
- Its product marketing strategy focuses on strengthening its core electronics business through information technologies and releasing network-focused products.
- Sony uses a moderate to high pricing strategy and promotes products through advertising, personal selling, sales promotions and direct marketing.
- It segments markets based on product lines like electronics, mobile phones, music/pictures, and digital entertainment.
This document provides an overview of Sony Corporation, including its company profile, product marketing strategy, 4Ps of marketing mix, market segmentation, and challenges. Some key points:
- Sony was founded in 1958 and is known for innovations like the transistor radio, Walkman, PlayStation, and Blu-ray player.
- Its product marketing strategy focuses on strengthening its core electronics business through information technologies and releasing network-focused products.
- Sony uses a moderate to high pricing strategy and promotes products through advertising, personal selling, sales promotions and direct marketing.
- It segments markets based on product lines like electronics, mobile phones, music/pictures, and digital entertainment.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
This document provides an overview of Sony Corporation, including its company profile, product marketing strategy, 4Ps of marketing mix, market segmentation, and challenges. Some key points:
- Sony was founded in 1958 and is known for innovations like the transistor radio, Walkman, PlayStation, and Blu-ray player.
- Its product marketing strategy focuses on strengthening its core electronics business through information technologies and releasing network-focused products.
- Sony uses a moderate to high pricing strategy and promotes products through advertising, personal selling, sales promotions and direct marketing.
- It segments markets based on product lines like electronics, mobile phones, music/pictures, and digital entertainment.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPTX, PDF, TXT or read online from Scribd
COMPANY PROFILE •In 1958, company formally adopted Sony
Corporation” as its corporate name.
•Company name of Sony was created by combining
two words of “sonus” and “sonny”.
•Significant product milestones included :
Japan’s first transistor radio (1955)
Trinitron color television (1968)
Walkman personal stereo (1979)
Handycam videocamera (1989)
PlayStation (1994)
Blu-ray Disc recorder (2003)
PlayStation3 (2006). PRODUCT MARKET STRATEGY 1) TO MAKE THIS VISION A REALITY, SONY IS STRIVED TO STRENGTHEN THE CORE ELECTRONIC BUSINESS.
2) BY APPLYING INFORMATION TECHNOLOGIES TO
PRODUCT DESIGN, PRODUCTION, DISTRIBUTION, AND SALES. THIS WILL STRENGTHEN THE VALUE OF SONY’S MUSIC, PICTURES, GAME AND FINANCIAL SERVICES BUSINESSES, AS THEY BECOME AVAILABLE OVER NETWORKS.
3) SONY IS RELEASING NETWORK-FOCUSED PRODUCTS IN
FOUR CATEGORIES: DIGITAL TVS AND SET-TOP BOXES, VAIO HOME-USE PCS, PLAYSTATION AND MOBILE DEVICES. 4P’S OF MARKETING----SONY
I. PRODUCT II. PRICE III. PLACE (DISTRIBUTION) IV. PROMOTION CATEGORISATION OF SONY PRODUCTS
TELEVISION AND PROJECTORS
HOME VIDEO HOME AUDIO HOME THEATRE SYSTEM DIGITAL PHOTOGRAPHY HAND CAM VIDEO CAMERA COMPUTER PERIPHERAL PORTABLE AUDIO GAME IN-CAR ENTERTAINMENT MOBILE PHONES STORAGE AND RECORDING MEDIA BATTERIES AND CHARGER OTHER ACCESSORIES NOTABLE SONY PRODUCTS
SONY SONY VIDEOCAMERA LAPTOPS
HOME THEATRE
PLAY STATION SONY PCS
SONY VCR
Sony's BRAVIA series
HDTV
SONY SONY PLAYSTATION 2 DISCMAN PRICE SONY BEING A COMPANY WHICH EMPHASIZE PRODUCT ●
QUALITY, IT TENDS TO SELL ITS PRODUCTS WITH PRICE
RANGE FROM MODERATELY-HIGH TO HIGH-PRICES, DEPENDING ON THE USE AND THE TARGETED CUSTOMERS.
EXAMPLE- LETS CONSIDER SONY SERIES OF VAIO LAPTOPS.
SONY HAS TRIED TO CATEGORIZE THE LAPTOPS ACCORDING TO STYLE, USER, PURPOSE, MOBILITY AND PERFORMANCE, AND EACH A CORRESPONDING PRICE. THE LAPTOPS SOLD BY SONY IN INDIA INCLUDE A SERIES OF SONY VAIO, THIS ARE VAIO SR, VAIO FW, VAIO TOKAGE, VAIO CR, VAIO NR, VAIO TZ AND VAIO SZ. SONY Promotion ●PROMOTION IS A KEY ELEMENT OF MARKETING PROGRAM AND IS CONCERNED WITH EFFECTIVELY AND EFFICIENTLY COMMUNICATING THE DECISIONS OF MARKETING STRATEGY
“SONY MARKETING COMMUNICATION MIX”
SONY INDIA WILL SPEND RS 200 CRORES IN THIS FINANCIAL YEAR
ON ADVERTISING AND PROMOTION (PROMOTIONAL BUDGET) OF THE ENTIRE RANGE OF CONSUMER ELECTRONICS.
THE MAJOR ELEMENTS OF PROMOTION MIX INCLUDES –
1.)ADVERTISING 2.)PERSONAL SELLING 3.)SALES PROMOTION 4.)DIRECT MARKETING AND PUBLICITY
SONY CORPORATION HAS USED ALL OTHER MARKETING
COMMUNICATION MIX ELEMENTS ALSO. SONY Place (Distribution) SONY DISTRIBUTES ITS PRODUCTS THROUGH- 1.)ZERO-LEVEL CHANNEL 2.)ONE LEVEL CHANNEL 3.)TWO-LEVEL CHANNEL IN INDIA, SONY HAS USED THE METHOD OF ONE-LEVEL DISTRIBUTION CHANNEL
MANUFACTURER
RETAILER
CUSTOMER PUBLIC RELATIONS(PR) 1.)PUBLIC RELATIONS IS A BROAD SET OF COMMUNICATION ACTIVITIES EMPLOYED TO CREATE AND MAINTAIN FAVORABLE RELATIONSHIP WITH EMPLOYEES, SHAREHOLDERS, SUPPLIERS, MEDIA, EDUCATORS, POTENTIAL INVESTORS, FINANCIAL INSTITUTIONS, GOVERNMENT AGENCIES ,OFFICIALS AND SOCIETY
--SONY CORPORATION (THROUGH ITS WEBSITE)HAS PROVIDED CONTACTS FOR
THOSE CUSTOMERS WHO WILL BE IN NEED OF ANY INFORMATION FROM THE COMPANY
2.)FOR EXAMPLE - SONY RELEASED AN AD DEPICTING A MAN SMILING
TOWARDS THE CAMERA AND WEARING ON HIS HEAD A CROWN OF THORNS WITH BUTTON SYMBOLS (Δ, O, X,). AT THE BOTTOM, THE COPY READ AS "TEN YEARS OF PASSION". THIS SUPPOSEDLY TOOK ADVANTAGE OF THE PUBLICITY FROM THE MEL GIBSON FILM THE PASSION OF THE CHRIST. THE ADVERTISEMENT OUTRAGED THE VATICAN AS WELL AS MANY LOCAL CATHOLICS, PROMPTING COMMENTS SUCH AS "SONY WENT TOO FAR" AND "VATICAN EX- COMMUNICATES SONY’S MARKET SEGMENTATION
4 product lines: Electronics(camera,TV,MP3) Mobiles (Sony Ericsson) Sony Music & Pictures Digital Entertainment (Play station) Mobiles(Sony Ericsson) • Aims to target low-end market by rolling out lower priced handsets to target low-end market
• Offered simpler products in addition
to high level products Segmentation Sony Ericsson- Niche Marketing • Addressed lucrative niche segments through brand power of parent company • Consumers willing to support higher price if the feature set is right • Attacking niche segments with compelling products pays dividends Market Share LCD’S • Sony reportedly jumped from 4th place to 1st worldwide during 4th quarter of 2005 • 56% of output came from screen sizes 32 inches & larger (the highest of any top end supplier) • Was Number 1 in 26”-27” & 22”-23” markets coverage Challenges & QUESTIONS Q 1. MICROSOFT IS RUMORED TO BE SELLING ITS XBOX FOR $50 UNDER COST. WHAT IS PERCEPTION OF MICROSOFT’S ENTRANCE INTO THE HOME GAMING MARKET, AND HOW WILL SONY DIFFERENTIATE THEIR PRODUCT FROM MICROSOFT ?
Q 2. BOTH OF SONY’S FOUNDERS HAVE PASSED AWAY IN THE PAST FEW
YEARS. HOW HAS THEIR VISION CARRIED FORWARD TO THE NEW MANAGEMENT TEAM ?
Q 3. SONY HAVE ALWAYS RELIED HEAVILY ON RETAILERS IN YOUR
DISTRIBUTION CHAIN, BUT ARE NOW GOING DIRECT TO CONSUMERS. SOME CD RETAILERS HAVE EVEN BEGUN TO SUE SONY. IN LIGHT OF THIS, HOW DOES SONY STYLE FIT INTO DISTRIBUTION STRATEGY ?
Q 4. WHEN RELEASED PLAYSTATION2, THE DEVICE WAS AN INSTANT
