SonyPresented by Howard Evans
Introduction of Sony
Howard Stringer, CEO
Served as President at CBS
Member of Board of Directors of Sony Music
Board Member of Sony Ericsson, global provided of mobile multimedia devices
Direct TV marketing spots
Print Campaign
Advertisements to drive sales and demand of a product
Seasonal catalogs◦ Target existing consumers◦ Explain benefits of the product
and services to stimulate a purchase
Layout and Composition
Focused on connecting users at an emotional level
Bold Hero Photography and Headlines
Generate Product demand
Phase 1: Capture attention and Build Excitement
Focus on unique functional awards offered to products and services
Combine lifestyle photography, copy and product shots to tell a compelling story
Phase 2: Introduce Products and Articulate Key Benefits
Strongly exhibit Sony Style’s functional benefit of being the Trusted Advisor
Detailed Product Information include features and benefits that show product comparison
Designs should work to present information and assists in product evaluation and decision process
Clarify complex concepts and help users understand the practical benefits afforded by Sony’s products
Phase 3: Support Purchase Decision
Process and Location Strategy
Process and Location Strategy
Sony Supply Chain Solution
Why is it important?
In-house logistics organization
Procuring 30,000 parts from 800 suppliers supporting 50 plants worldwide
Delivers products in 200 countries
Commerce linked with EDI, SAP R3 are linked for business to business transaction
Sony Training Program
Employee Training Why is it important?
Sony offers 300 training programs
Supported by 200 employees with frontline technological expertise
Management Basic program◦ Develop their
subordinate’s skills
Product Design and Quality Management
Product Quality Information Channel established in 2003
In 2008◦ 1,100 reports ◦ Led to 750 improvements from
proposals
Product Design and Quality Management
Product Information Security
The confidentiality of employee and customer data and corruption of data
Internal Information security team Systems utilize prompt information sharing and solutionsIn house training and strict governed norms
Solution Problem
Responding to the Customer
Customer Information Center
Why Products Improve?
Customer feedback◦ Complaints◦ Suggestions◦ Ideas◦ Purchase improvements◦ Team design
Sony Supply Chain Management using internet transactions
India has become the location strategy for video services
Layout and Composition is a strategy for TV advertisements and for product buyer enticement
Product Quality management are maintained through documentation and reports from the Product Information Channel
Conclusion
Any Questions ?
Questions