Presented by: Rajesh Sharma Anup Sharma

SONY CORPORATION, In Brief:

Type: Public

Founded:
Founder: Headquarters: Area Served:

1946
Masaru Ibuka Akio Morita Minato, Tokyo, Japan Worldwide

Industry:
Website:

Consumer Electronics Entertainment

sony.net

SONY MARKETING

Promotion is a key element of a marketing program. Sony's promotional efforts are the only controllable means to create awareness among public about itself, products & services it offers . Last year Sony India was spend Rs 200 crore in this financial year on advertising & promotion of the entire range of consumer electronics, out of which Rs 60 crore will we spent only on digital imaging products.

SONY Products:
A product is anything that can be offered to the market for attention, acquisition, use or consumption that might satisfy a need or want. Sony product decision usually base on brand name, Functionality, Styling, Quality, Safety, Repairs & Support, Warranty, Accessories & Support. These product attributes can be manipulated depending on what the target market wants.

Sony has a variety of products to offer & they can be classified as follows: 1.Television & Projectors 2. Home video & audio 3. Home Theatre System 4.Digital Photography 5. Hand cam video camera 6.Computer Peripheral 7. Portable Audio 8. Mobile phones . 9. Batteries & Chargers 10. Other Accessories

SONY VAIO
Sony has a variety of laptops to offer to its customers. These come with different features, quality, designs, models & sizes. The laptops sold by Sony comes with brand name of Sony VAIO. It was launched in India on 24th Oct, 2004. There are different models which differ in different things.

Sony produces 7 models of laptops.

VAIO SR Excellence in Mobility. Perfect in Performance

VAIO FW. Theatrical Experience. World-Class Performance

VAIO CR New Texture

VAIO NR Cool & Unmatched Performance

VAIO TZ Elite Lifestyle. High Class Performance

VAIO SZ More Power & Speed

The major elements used by Sony for promotion mix include- advertising, sales promotion, direct marketing & publicity.

ADVERTISING
Sony has advertised through various forms of media:

1.Through TV we see different advertisements of its products. For ex: Bravia TV or Sony wega TV. 2. It targets those favorable television programs, like sports, series & it also has its own TV channel called Sony TV Channel. 3. Sony uses some events like Miss India to promote its products 4. It advertises its laptops using sports like football in England Premiere League. 5. Sony also uses direct-response advertising, thus encouraging the consumer to respond by providing feedback to the advertiser. This is usually done through mails & catalogues. 6.It also incorporates co-operative advertising by providing the dealers with materials guidelines to develop ads for print & radio commercials.

SALES PROMOTION
Its a marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs targeted to customers, trade and sales levels that generate a specific , measurable action or response for a product or service.

For ex: free samples, discount, rebates, coupons, contests, premiums, scratch cards, exchange offers, etc.
Sony has promoted its products through different sales promotion strategies. For example after the release of Sony VAIO CR laptops, Sony promoted them by saying that all Sony VAIO CR laptops purchased during July 2008 & registered within 2 weeks of purchase qualify for a Bonus carry case as long as the customer claims is one of the first 35,000 received & validated by Sony.

Public Relations & Publicity

Public relations is a broad set of communication activities employed to create & maintain favourable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies & officials & society in general. Through its website (www.sony.co.in) Sony corporation has its provided contacts for those customers who will be in need of any information from the company. This way it has created a mutual relationship with its customers & ensures that it serves the wishes & demands of its customers.

Personal selling

Personal selling has an importance to be inferior to advertising campaign. In VAIO store, the sale force makes the good relationship and will communicate well to costumer when they want to know more information. VAIO has training the sale force to communicate VAIO information both its product and entertainment from VAIO. They must have the technology knowledge to relate with product to teach consumer. Personal selling has every VAIO dealers that is a force promotion in highly competitors.

Conclusion of the Current Marketing Mix:

The current marketing mix which Sony Corporation has is satisfactory to customer needs. As it can be clearly seen that Sony as a company has expanded its products & services from electronic and digital devices to television broadcasting & entertainments like music & movie production. In providing a wide range of products & services with high quality, Sony has by far influenced most of the consumers perception favourably towards its products.

THANK YOU