Sony marketing strategies

ABOUT

Sony Corporation commonly referred to as sony, is a japanese multinational conglomerate corporation which was founded in 7th May 1946 & headquartered in Tokyo, Japan.

Sony is the pioneer in the entertainment and electronics industry for decades. With presence over more than 150+ countries. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.) Sony Pictures Entertainment Sony Computer Entertainment Sony Music Entertainment, Sony Mobile Communications(formerly Sony Ericsson),

SONY-In India

Sony India Pvt. Ltd., based in New Delhi, was founded in November 17,1994 is the Indian subsidiary of Japan's Sony corporation, headquartered in Tokyo.

Sony's principal Indian businesses include Marketing, Sales and After-Sales Service of electronic products & software exports.

In India Sony has two different units, one for sales & marketing(Delhi) another for software and product development(Bangalore).

Sony targets its customers very carefully with augmentation in products in terms of designs and performance to cater different kind of customers, ranging from teenage to businessmen to everyday user.

Mission & Vision

Mission“ To became a leading global provider of networked consumer electronics, entertainment and services.”

Vision“We invite new thinking, so even more fantastic ideas can evolve. We take chances. We exceed expectations. We help dreamers dream.”

SONY CENTER- A Success Of a Premium Brand

ALL UNDER A SINGLE ROOF- SONY CENTER

To enable to communicate the Sony brand message to consumers directly, they have established a network of approximately 10400 dealers & ditributors,270 exclusive sony outlets other branded shops nationwide.

Sony Center thus contribute to an enhanced brand image, as well as to greater recognition of the Sony name.

It also provides customers with a highly involved shopping experience, with greater convenience and the assistance of trained staff.

Cont…...

Sony Center, which forms a part of Sony's distribution channel along with multi-brand outlets (MBOs), exclusively serves as a one-stop hi-tech showcase for Sony's entire range of products in India.

It is the right platform for Sony's niche product launches like the XPERIA Z2.

Sony Corp. has No. 1 market share in flat-panel TVs in India at 34% and digital cameras at 40%, according to the maker of Bravia TVs and Cybershot cameras. Sony is also No. 1 in the country in home theaters and camcorders.

OPERATIONAL STRENGTHS

As India is geographically large, it is critical to operate in the most suitable way that fits each city and region. Sony classifies the Indian market into three categories, ranging from small cities to large metropolitan areas.

It’s 19 sales branches cover a total of 450 cities. To ensure Its customers can use Sony products without concern, it has also developed a network of 250 service centers & 23 direct branches across the country.It has established 30 warehouses nationwide, ensuring its ability to manage its supply chain effectively.

Focusing on Middle Class and Youth Market

The another reason for Sony’s success in India is flogging the right stuff to the right people, namely the aspirational middle class.Sony has come down heavily on the practice of discounting to avoid erosion of brand equity.Sony dealers get good margins even if the price is steeper than products of other companies. This also results in a strong network for Sony.It routinely sets the standard price, telling dealers they cannot go below a certain price point. If they are found discounting, their dealership is simply revoked.

Products Portfolio

• TV & Home Cinema• Camera & Camcorders• VAIO & Computing• Reader E-Book• Home Audio• Portable Audio• Accessory Finder• Playstation• Memory, discs & batteries• Car Audio• Headphones

Key Factors For Success

SONY MOBILES

SONY TV

Cont……

VAIO Laptops

Sony Cam

Splendid Ads & Promotions

Sony Improvement Efforts

Reduced Greenhouse gases

Green building

Sony Take Back Recycling Program

Bio-battery

Market Share & Competitors