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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

INDEX
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. I NTRODUCTION OBJECTIVES HYPOTHESIS COMPANY PROFILE RESEARCH METHODOLOGY DATA ANALYSIS AND I NTERPRETATION VERIFICATION FINDINGS CONCLUSION SUGGESTION LIMITATIONS BIBLIOGRAPHY APPENDIX

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

INTRODUCTION

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

INTRODUCTION
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. A brand is the most valuable fixed asset of a Corporate.

Definition Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from

its competitors. Market positioning In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.Re-positioning involves changing the identity of a product, relative to the identity of competing products. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product.

Market positioning is the manipulation of a brand or family of brands to create a positive perception in the eyes of the public. If a product is well positioned, it will have strong sales, and it may become the go-to brand for people who need that particular product. Poor positioning, on the other hand, can lead to bad sales
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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

and a dubious reputation. A number of things are involved in market positioning, with entire firms specializing in this activity and working with clients to position their products effectively

Sales Promotion Strategies

There

are

three

types

of

sales

promotion

strategies: Push, Pull,

or

a combination of the two. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often
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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

Promotion Promotion is one of the market mix elements or features, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

N.M.D. College, Gondia

A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

OBJECTIVES

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

OBJECTIVES OF THE STUDY OBJECTIVES 1. To study the different strategies for sales promotion. 2. To identify the sales promotion activities adopted by Sony Camera in Gondia region. 3. To study of the perception of dealers or retailers towords Sony products. 4. To know the effectiveness of sales promotion on customers. 5. To compare the sales of Sony products with its competition.

N.M.D. College, Gondia

A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

HYPOTHESIS

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

HYPOTHESIS 1. Sales promotion strategies adopted by Sony Camera is effective. 2. Market share of Sony products is more than other products. 3. There is significant difference amongst sales promotion strategies of the selected companies.
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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

COMPANY PROFILE

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COMPANY PROFILE

Sony's current financial difficulties are tied into its corporate culture which were stated over 30 years ago. With such a large multinational corporation, greater planning and more use of strategies should be pursued. Sony could start with the implementation of a new mission statement, with profit and benefits of the company tied more closely to everyday operations. Internally, the four forces, the management, the designers, the production and the marketing should achieve better communication and cooperation.

Alliance and cooperation between competitors should also be actively sort after in order to create standards in new fields. Sony should aim at being the leader instead of being the maverick. As for cost cutting, Sony should seriously consider setting up operations in other Asian countries in order to take advantage of the cheap labour and the budding markets. Finally, diversification, instead of pursuing the fast changing and easily imitated consumer goods market, Sony should use its technological know-how for high-end business and office equipment. With SWOT analysis and Porter's competitive forces model, we can view that the market is much more competitive with less profit margins and lead-time for product innovation. The conclusion is that change is needed in Sony.

However, even with strategically and structure change, the Sony spirit of innovation should remain intact because that is what made Sony grow and would make it stay strong.

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

PRODUCT LINE

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

PRODUCTLINE

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Camera Ranges Above 5000 Sony Cybershot DSC-S5000 Point & Shoot

20.2 Mega Pixel RX Series 3.6x Optical Zoom Cyber-shotDSC-RX100 II Revolutionary 1.0-type back-illuminated Exmor R CMOS sensor with effective 20.2MP F1.8 Carl Zeiss Vario-Sonnar T lens with 3.6x optical zoom Multi Interface Shoe and Multi Terminal MRP Rs 42,990 /-* DSC-HX200V

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Cyber-shot HX200V features a new Exmor R CMOS sensor with 18.2 megapixels, allowing you to shoot clear images even in dimly lit settings. And with its Extra High Sensitivity technology and improved high-speed Auto Focus, you can capture all your memories easily and clearly. 18.2MP Exmor R CMOS Sensor with Extra High Sensitivity technology 30x Optical Zoom / 60x Clear Image Zoom Photo Creativity 9 Picture Effects GPS, Compass and GPS Log REC Functions 3.0-type Extra Fine LCD Screen Sony Cybershot DSC-W620
720p HD Movie Recording 14.1 Megapixels 5x Optical Zoom 360 Sweep Panaorama

MRP Rs. 7,990/-

Camera Ranges Above 10000 Sony Cybershot DSC-WX50

MRP Rs. 11,990/-

16.2 Mega Pixel Full HD Movie Recording 5x Optical Zoom Picture Effect Superior Auto Mode

Sony Cybershot DSC-H90

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions 16.2 Mega Pixel 720p HD Movie Recording 16x Optical Zoom Picture Effect Sony G Lens

MRP Rs. 14,990/-

Sony Cybershot DSC-HX20V


18.2 Mega Pixel 3.0 type Xtra Fine Tru Black LCD 20x Optical Zoom Picture Effect Full HD Movie Recording

MRP Rs. 19,990/-

Camera Ranges Above 20,000

Sony Cybershot DSC-HX200V


18.2 Mega Pixel 3.0 type Xtra Fine Tru Black LCD 30x Optical Zoom GPS/ Compass Full HD Movie Recording

MRP Rs. 27,990/-

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SLT-A37
AF MRP 16.1 MP Exmor APS HD CMOS sensor Auto Portrait Framing New Tru-Finder electronic viewfinder AVCHDVer 2.0 (Progressive) Full HD Movie 7 fps continuous shooting with Full-time Continuous Rs. 35,790/-

SLT-A57
AF MRP Auto Portrait Framing New Tru-Finder electronic viewfinder AVCHDVer 2.0 (Progressive) Full HD Movie 7 fps continuous shooting with Full-time Continuous RS.45,499/-

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

RESEARCH METHODOLOGY

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

RESEARCHMETHODOLOGY

The methodology that was adopted for the study includes both primary source of data as well as the secondary source of data. The methodology of the study can be explained as follows:

PRIMARY DATA: The primary data are those which are collected afresh and for the first time, and thus happens to be original in character. We can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interview. There are several methods of collecting primary data, but in this research work primary data collected by using questionnaire.
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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

SECONDARY DATA: Secondary data means data that are already available i.e. they refer to the data which have been already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data. In this research work, secondary data collected through the

Internet Company manual and booklets Books etc.


The source of information is generally classified as primary and secondary. According to payline V. Young The source of information can be classified into documentary sources and field sources. a) Primary data:The information given / collection by individuals or group constitute primary source.

Methods of generating primary data i) Survey ii) Personal interview iii) Group interview iv) Observation v) Questionnaire b) Secondary data: Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary source. The researcher for this dissertation has decided to use primary

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

source as interview schedule and secondary source as books and internet for data collection. Tools Of Data Collection: a) Interview schedule & questionnaire was used as tool for primary source of data collection. b) Interview schedule consist of number of question typed in a definite order or form.

Pre-study: After careful study of literature and expert consultation the researcher still may have only a rather vague idea about the critical element in his problem. As pilot study sometimes may be launched as a step preliminary to the form scale before original study are carried out in order to gain some preliminary information of the main project for this purpose the researcher meet companys personal manager to get the pre knowledge of the subject before conduction actual data collection.

Pretesting: Pretesting is the process of an advance testing of study design after the interview schedule has been prepared .The researcher referred books and internet to get prepared literature for this project & report. Processing:Once the collection of data is over the main step top arranged for processing and analysis of data. So the interview can be made resulting information theories. The first step is editing, is a process of examining the data collection in interview schedule to defect efforts and mission and to see that they are corrected and the schedules prepared tabulations.

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Editing: The preparation of the data forms for tabulations must include on operational procedure for accepting, modifying or resection individual questionnaire.

Tabulation: Tabulation is a process of summarizing raw and display it in compact forms for further analysis. Analysis of data is made possible through tables. These tables are made for different variables and to show relationship with each other.

Interpretation of data:Analysis and interpretation are central step in research process. The goal of analysis is to summarize o collected data in such a way that they provide answer to the and triggered the researcher. Interpretation is the research for the broader meaning of research finding. The questionnaire is precoded a few uncoded response are classified the code were verified before transferred to the master chart.

DATA ANALYSIS

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

AND INTERPRETATION

1. Most of the customers who visited the store

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions
Male 70 % Female 30 %

Gender
80 70% 70 60 50 40 30% 30 20 10 0 Male Female Gender

Interpretation:From the above the graph it is interpreted that 70% customers who visited the stores are males. While rest 30% customers are females.

2. Occupation of the customers

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Student 16 %

Service Holder 35 %

Businessmen 39 %

other 10 %

Occupation
45 40 35 30 25 20 15 10 5 0 Student Service holder Businessmen Others 16 10 Occupation 35 39

Interpretation:-

From the above the graph it is interpreted that most of the customers having business as occupation preferred sony brand of the products. 35% of the customers are service holders.

3. Monthly Income of the customers

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Less than 15,000 6%

15,000 25,000 19 %

25,000 50,000 23 %

50,000 1,00,000 27 %

More than 1,00,000 35 %

Monthly Income
35 30 25 20 15 10 5 0 Less than 15,000 15,000 25,000 25,000 50,000 50,000 1,00,000 6% 19% 23% 35%

27%

Monthly Income

More than 1,00,000

Interpretation:From the above the graph it is interpreted that people having monthly income of more than Rs 1lakh purchase sony products most while sum whose income is 50000 1 lakh also prefers sonys product.

4. Have you heard of Sony Digital Camera?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Yes 21%

No 79%

AWARE
79%

80 60 40 20 0 Yes No

21%

Sales

Interpretation:From the above the graph it is interpreted that 79% of the customers have heard about the sony camera. While 21% customer does not have any information regarding the products of sony.

5. Which brand of camera you are using?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Sony 36%

Nikon 13%

Canon 8%

Kodak 12%

BRAND
12% 8% 13% 67% Sony Nikon Canon Kodak

Interpretation:From the above the graph it is interpreted that 67% of the customers used sony brand of the camera.13% customers used Nikon brand of camera. While very few customers used canon cameras.

6. Whether the customers buying behavior is affected by brand image or not?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Yes 89%

No 11%

BRAND IMAGE

11%

Yes No

89%

Interpretation:From the graph it is interpreted that 89% customers believed that customers buying behavior is affected by the brand image of the products. While 11% customers does not believed in it.

7. Market share of sony compared with other companies

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Sony 42%

Nikon 35%

Canon 12%

other 11%

Market Share
45 40 35 30 25 20 15 10 5 0 Sony Nikon 12% 11% 35% Market Share 42%

Canon

other

Interpretation: From the above pie chart it is interpretated that, the market share of sony is 42% parallel to that Nikon is having 35%of market share.

8. Who are the competitors of Sony Company?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Nikon 66%

Canon 14%

Kodak 12%

other 8%

COMPETITORS
70 60 50 40 30 20 10 0 Nikon Canon Kodak Others 14% Competitors 66%

12% 8%

Interpretation: From the above graph it is interpreted that, the toughest competitor of Sony is Nikon while canon and Kodak are also competitors of sony.

9. Factors considered while buying the product.

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Clarity 35%

Price 18%

Design 10%

Brand Image 37%

FACTORS

37%

35% Clearity Price Design 18% 10% Brand Image

Interpretation:

From the above the graph it is interpreted that 37% customers believed that the Brand image of the sony camera influence them to buy the product. 35% customers believed that Clearity is the that influence them to purchase the products.

10. What are offers provided by the company while buying the sony cameras?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Free memory card 27%

Discount 9%

Three year warranty 51%

Lucky draws 13%

OFFERS
Lucky draws

13% 51%

Three years warranty Sales Discount

9% 27%

Free memory card

10

15

20

25

30

35

40

45

Interpretation:From the above the graph it is interpreted that Sony cameras will provide 3 yrs. warranty along with 4GB memory card and a cover.

11. Will you recommend your preferred Sony Brand to others?

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Yes 79%

No 21%

RECOMMENDATION
90 80 70 60 50 40 30 20 10 0 Yes No Recommendation

79%

21%

Interpretation:-

From the above the graph it is interpreted that majority of the customers recommend there preferred brand of the product to other customers. While 21% customers does not recommend to others

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

VERIFICATION

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VERIFICATION

H1 : Accepted From the graph it is concluded that there is an impact of Brand image on consumer buying behavior. Thus, H1 Hypothesis is accepted.

H2 : Accepted Sony has sound market positioning as compared to its competitors. Thus, H2 Hypothesis is accepted.

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FINDINGS

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FINDINGS
From the analysis it is found that Sony has tough competition with other brand of products like Nikon, Canon, Kodak and etc. It is also found that Sony has strong market position because of price and quality of the products. It is also found that Sonys products are mostly preferred by the businessmen and service people. From the data analysis it is found that Nikon is the toughest competitor of sony.

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CONCLUSION

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

CONCLUSION From the study it is concluded that most of the customers


preferred sony brand of products.

Market share of sony is much more than its competitor. From the graph it is concluded that sony company will provide extra
warranty period compare to other brand of products.

Customer buying behavior is mostly affected by brand image and


its price.

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

SUGGESTIONS

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

SUGGESTIONS
Sony should increase their outlets in the big cities so that all people could aware of the shop, it will increase the sale of sony products.

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions

Sony should increase the advertisement of the product which will aware the customers a lot, and ultimately sale might be increase. Sony should made Photographic cameras in heavy range for the photo studio customers.

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LIMITATIONS

LIMITATIONS
Time was limited for the study.

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Respondents were hesitating to give the response.

The Scope of the study was limited to the Gondia level only.

During the analysis of data, there is possibility of occurrence of human error.

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BIBLIOGRAPHY

BIBLIOGRAPHY

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1. Books and reference Marketing Management Dr. Philip Kotler

2. Journals and periodical: Business standard. Advertising and marketing India today

3. Websites: http://www.wikepedia.org http://www.sony.co.in http://www.google.com

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APPENDIX

APPENDIX
QUESTIONNAIRE
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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions NAME: _______________________________________________ AGE: ____________________ CONTACT NO. : _________________________ OCCUPATION: _____________________________

1.

Most of the customers who visited the store Yes No

2. Occupation of the customers Student Businessmen Service holder Others

3. Monthly Income of the customers Less than Rs. 15,000 Rs. 25,000-50,000 More than 1,00,00 Rs. 15,000-25,0000 Rs.50,000-1,00,000

4. Have you heard of Sony Digital Camera? Yes No

5. Which brand of camera you are using? Sony Canon 6. Nikon Kodak

Whether the customers buying behavior is affected by brand image or not? Yes

No 7. Market share of sony compared with other companies Sony Canon

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A Study On Sales Promotion Strategies Adopted By SONY CAMERAS With Reference To Gondia Regions Kodak Others

8.

Who are the competitors of Sony Company? Sony Kodak Canon Others

9.

Factors considered while buying the product. Clearity Design Price Brand image

10. What are offers provided by the company while buying the sony cameras? Free memory card Three year warranty Discount Lucky Draws

11. Will you recommend your preferred Sony Brand to others? Yes

No

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