SONY

PRESENTED BY:

RISHABH NARANG
VARSHA ARORA
NISHANT ASHAR
SHWETA TIWARI
ANKITA GHOSH
PARINAV SACHDEVA
 CONTENT

• Company Profile

• Product Marketing Strategy

• 4P’s of Marketing Mix

• 7 C’S Model

• Market Segmentation

• Challenges for Sony(FAQ)

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

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