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MARKETING MANAGEMENT

ASSIGNMENT-2011

GROUP 3

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Multinational conglomeratecorporation headquartered inMintao (Japan);

One of leadingmanufacturers of electronics,video, communications, videogame consoles andinformation technologyproducts for the consumerand proffesional markets;

Sony is among theWorldwide Top 20Semiconductor Sales Leaders

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Founded : May 7, 1946

Headquarters : Konan, Minato-ku, Tokyo, Japan

Chairman, CEO and President : Howard Stringer

Vice Chairman : Ryoji Chubachi

Employees : 167,900 (as of March 2010)

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The name "Sony" was chosen for the brand as a mix of two words. One was

the Latin word Sonus which is the root of "sonic" and "sound" and the otherwas "sonny", a familiar term used in 1950s America to call a boy.

Morita pushed for a word that does not exist in any language so that theycould claim the word "Sony" as their own.

At the time of the change, it was extremely unusual for a Japanese company touse Roman letters instead of kanji to spell its name.

Sony Corporation

Sony Corporation

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Sony Bank Inc.Sony Broadband Solutions CorporationSony Broadcast Media Co., LtdSony Chemical & Information Device CorporationSony Computer Entertainment Inc.Sony Computer Science Laboratories, Inc.,Sony Digital Network Applications Inc.Sony Disc & Digital Solutions Inc.Sony EMCS Corporation.Sonny AssuranceSony Manufacturing Systems CorporationSony Marketing (Japan) Inc.Sony Music Communications Inc.Sony Music Distribution (Japan) Inc.Sony Music Entertainment (Japan) Inc.

Sony Energy Device Corporation.Sony Engineering CorporationSony Enterprise Co., Ltd.Sony Facility Management CorporationSony Finance International, Inc.Sony Financial Holdings, Inc.Sony Global Solutions Inc.Sony Human Capital Corporation.Sony Institute of Higher Education Shohoku CollegeSony Life Insurance Co., Ltd.Sony LSI Design Inc.

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Sony Americas Holding,IncSony Australia Ltd.Sony Benelux B.V.Sony Berlin G.m.b.H.SONY BMG MANAGEMENT CO., LLCSony BMG Music EntertainmentSONY BMG MUSIC ENTERTAINMENT BVSony Brasil Ltda.Sony Broadband Entertainment Inc.Sony Capital CorporationSony Computer Entertainment AmericaInc.Sony Computer Entertainment EuropeLimited.

Sony de Mexico S.A. de C.V.Sony Deutschland G.m.b.H.Sony Device Technology (Thailand) Co., Ltd.Sony Electronics Asia Pacific Pte Ltd.Sony Electronics Inc.Sony Electronics (Singapore) Pte. Ltd.Sony Korea CorporationSony Latin America Inc.Sony Magnetic Products Inc. of AmericaSony Malaysia Sdn. Bhd.Sony Corporation of Hong Kong Ltd.Sony Corporation of Panama, S. A.Sony (China) LimitedSony Corporation of Hong Kong Ltd.Sony Corporation of Panama, S. A.Sony (China) Limited

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To establish of an ideal factory that stresses a spirit of freedom and open-mindedness, and where engineers with sincere motivation can exercise theirtechnological skills to the highest level.

To reconstruct Japan and to elevate the nation's culture through dynamictechnological and manufacturing activities;

To promptly apply highly advanced technologies which were developed invarious sectors during the war to common households;

To rapidly commercialize superior technological findings in universities and

research institutions that are worthy of application in common households;

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To bring radio communications and similar devices into commonhouseholds and to promote the use of home electric appliances;

To actively participate in the reconstruction of war-damagedcommunications network by providing needed technology;

To produce high-quality radios and to provide radio services that areappropriate for the coming new era;

To promote the education of science among the general public.

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Sonys principal business operations include:

Sony Corporation,

Sony Pictures Entertainment, Sony Computer Entertainment,

Sony BMG Music Entertainment,

Sonny Ericsson,

Sony Financial Holdings

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In the category of television and projector, Sonyhas further subdivided its products in differentmodels, style and performance. In this category wehave several other sub categories and designs

which are:

Bravia LCD TVCRT TVHome Theatre Projector

Business ProjectorPublic Display Panel

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Sony has tried to bring in new format so asto dominate the market, for example theemerging data storage format called Blue-ray has been launched along with thedevices which can be used to run such alatest storage technology. In thesecategories, Sony has included home video

systems and accessories which can enablethe user to record various favorite TVprograms

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Blue-ray disc player

DVD player

DVD portable player

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Provides several home products ranging from smallpackages to big audio systems.

They boast on their Hi-Fi which delivers rich music& preset equalizer settings.

multiple disc changers which for putting manydiscs at a go.

repeat and random play.

The home audio products categorized by Sony are:

Hi-Fi Systems Home audio accessories. E.g. Digital media port

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Combines the latest video and audiotechnologies.

Systems that provides customers with anenhanced home theatre experience,

e.g. Surround sound environment and dedicated

audio input for connecting portable digital musicplayers.

In this category, Sony has categorized theproducts as:

DVD Home Theatre System Home Theatre Component System Home Theatre System Accessories

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Sony has produced a variety of imaging devicesdepending on the users and their professions.

For a casual user or girls there are slim cameraswhich can be easy to carry or put on the purse.

For real photograph enthusiast and professionalsthere are more sophisticated cameras with advanced

features like digital SLR camera. And also they haveproduced photo printers and frames.

The sub-categories in digital photography whichSony offers include:

Digital SLR Cybershot Digital Camera Digital Photo Printer Digital Photo Frame

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Sony has produced a variety of video camera forhome and office use. A variety of these handy camvideo camera are easy to use as from producingfamily video, documentary filming and developingfeature films.

The subcategories of these handy cam videocameras produced by Sony are as follows:

Handycam high definition video Camera Handycam Standard Definition Video Camera

Handycam Accessories Digital Photo Printer Digital Photo Frame

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Combining form, function and the latest intechnology, Sony provides a range of IT andcomputing devices. In case of the computer devicesSony has produced a variety of laptops withdifferent price ranges and performance to meet the

demands of the users like home users, studentsand businessmen.

The sub-categories of these are:

VAIO laptops and computers VAIO accessories

Business Projectors

Memory Stick

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Sony has produced a lot of various varieties ofportable audio whose main target are the youthof the new generation.

The sub-categories of these portable audioproduced by Sony are:

Walkman mp3 series CD Walkman series CD/Radio/Cassette player

Radio Voice recorder Audio Accessories

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Sony offers games of all genres to matchcustomers gaming preference. Also, Sonyhas produced Powerful consoles which areaccompanied with compelling games.

The games produced by Sony include:

Playstation 3

Playstation 2

PSP (Playstation Portable)

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With Sony Ericsson, Sony has produced avariety of mobile phones for different people,lifestyle, usage, budget and profession. Also aseries of mobile phone accessories have beenproduced by Sony so that customer can spruce

up their mobile phones appearance, preventthem from damage, or enhance their usage.

Among the subcategories are:

Phones Phone Accessories

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Different in-car entertainment products havebeen produced by Sony. Apart from the normalcar radio and CD changer devices, Sony hasproduced more entertaining devices to viewdifferent media like video and television.

Among the products subcategorized in thiscategory are as follows:

Xplod CD Receiver Xplod in Car Visual

Xplod Cassette Receiver Xplod Amplifier Xplod Speaker/Subwoofer

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HISTORY OF CAMERA Mavica was a brand of Sony cameras which used removable disks as the

main recording media. In August, 1981, Sony announced the SonyMavica (Magnetic Video Camera) electronic still camera, the firstcommercial electronic still camera. It was not a digital camera, as itsCCD sensor produced an analog video signal in the NTSC format at aresolution of 570 490 pixels. Mavipak 2.0" diskettes (later adoptedindustry-wide as the Video Floppy and labelled "VF") were used to write50 still frames. The pictures were viewed on a television screen.Otherwise, this camera is positioned as the "pioneer of the digitalera". The unreleased original MAVICA as well as the later ProMavicaMVC-5000 and MVC-7000 were designed as single lens reflex systemswith interchangeable lenses. At least the ProMavica MVC-7000 alsofeatured lens mount adapters for Nikon and Canon lenses. The VF

format soon evolved into the backward-compatible Hi-VF format,supported by the ProMavica MVC-7000 and the Hi-Band Mavica models.

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DSC-HX100V DSC-HX9V

DSC-HX7V

DSC-H70

DSC-TX55 DSC-WX7

DSC-W570

DSC-W530

DSC-W520

DSC-W510

DSC-S3000

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16.2 Mega Pixel H Series 30x Optical Zoom Cyber-shot 3D Still Image and 3D Sweep Panorama

30x Optical Zoom

27mm wide angle Carl Zeiss Vario-Sonar T lens AVCHD Full HD movie recording

Background Defocus and high speed auto focus

Built-in GPS and Compass

Standard Retail Price:MRP Rs 22,990 /-*

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16.2 Mega Pixel H Series 16x Optical Zoom Cyber-shot (Black) 3D Still Image and 3D Sweep Panorama

16x Optical Zoom

24mm wide angle Sony G lens AVCHD Full HD movie recording

Background Defocus and high speed auto focus

Built-in GPS and Compass

Standard Retail Price:MRP Rs 16,990 /-*

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14.1 Mega Pixel T Series 4x Optical Zoom Cyber-shot (Silver) 25mm wide angle Carl Zeiss Vario-Tessar lens

BIONZ Image Processor Sweep Panorama

720p HD Movie Recording

Intelligent Auto Mode

3.0 (7.6 cm) Clear Photo LCD Plus touch screen Standard Retail Price:MRP Rs 9,990 /-*

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Audio Home, portable and car as well as personal

navigation systems Video Video cameras, digital cameras, DVD/Video players &

recorders Televisions - LCD televisions, Projection televisions CRT-

based televisions Information and computers personal computers, printers Semiconductors- LCD, CCD, and other types of

semiconductors Games PlayStation Television and motion pictures The company offers a Sony Card and a PlayStation card, these

are rewards cards credit cards which allows customers to earnredeemable points when they purchase Sony products andservices

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HVRA1U C-MOS 1080i HDV Camcorder Broadcast &Promotion- U.S. List price -$2,750.00. XCL5005 5 Mega Pixel PoCL B/W Digital Video Camera-

Industrial & Professional U.S. List price - $4,377.00. Total Performance Projector VPLDX10-2500 Lm 3LCD

XGA Mobile Projector-U.S. List Price - $1,410.00. Medical Equipment Monitors & Displays GXDL52H1

52inch Full Hd Ruggedized LCD-U.S. Listed Price -$5,700.00.

Security Systems - SNCCH140 Network 720p HD FixedCamera with View-DR Technology U.S. List price -

$1,298.00. Video Conference Devices PCSG70S - 4 Mbps High-End

Video Communication System (Codec Only) U.S. Listprice $8,200.00

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Sony has an online presence in several formats, forexample http://pro.sony.com/bbsc/home.do provides information on products and their prices. Thesite also has information on corporate applicationsfor its offerings.

Sony Product distributors that sell selling to VARs+ System Integrators include: ASI Corp, Avnet Inc.and Bell Microproducts, Microland Electronics Corp.

Wholesale distributors of Sony Products include but

are not limited to : Best wholesale co. Ltd,Dongsheng International Trade Co. Ltd, DenzukeNetwork Sdn. Bhd., Front-Page Trade Co., Ltd.

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The company offers a Sony Card and a PlayStationCard, these are rewards cards credit cards whichallows customers to earn redeemable points whenthey purchase Sony products and services.

Sony implements a discount coupon program

offering 25% to 50% discounts on products such asPC speakers, Blue-Ray Disc Players, notebooks andlaptops.

Sony's Rebate Zone website provides rebates suchas the following $500.00 rebate (by mai)l following

the purchase of a Sony HVR-V1U HDV Camcorderor a Sony HVR-DR60 Hard Disk Recorder/Player ora $300.00 rebate by mail following the purchase ofa Sony HVR-A1U HDV Camcorder.

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CYBERSHOT CAMERA BRAVIA TV

HOME THEATRE

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Year ended 2009Year ended 2008

Source : sony.net

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Source : sony.net

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Number Acquisition date Company Business Country Value (USD) Used as / Integrated with

21 March 2, 2010 Media Molecule Video Game UK Sony Computer Entertainment

20 February 10, 2010iCyt MissionTechnology

flow cytometers USA

19 January 28, 2010Convergent Media

Systems CorporationVideo Integration USA

18 July 2, 2008 Gracenote Media Management USA U$260,000,000

17 September 20, 2007 Bigbig Studios Video Game UK Sony Computer Entertainment

16 September 20, 2007 Evolution Studios Video Game UK Sony Computer Entertainment

15 May 15, 2007 Sigil Games Online Inc Video Game USA Sony Online Entertainment

14 May 30, 2007 Famous Music Music publishing USA U$370,000,000 Sony/ATV

13 August 23, 2006 Grouper Networks Video On Demand USA U$65,000,000 Crackle

12 January 25, 2006 Zipper Interactive Video Game USA Sony Computer Entertainment

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11December 7,2005

Guerrilla Games Video Game NEDSony Computer

Entertainment

10September 27,

2002

Aiwa Electronics JPN Sony Electronics

9 August 7, 2002 Incognito Entertainment Video Games USASony Computer

Entertainment

8 July 9, 2002 Acuff Rose Music Publishing USA U$157,000,000 Sony/ATV

7January 22,2001

Naughty Dog Video Game USASony Computer

Entertainment

6 ? 2000 Eidetic Games Video Game USA Sony Bend

5 May 21, 1993 Psygnosis Limited Video Game USA SCE Studio Liverpool

4September 29,1989

Guber-Peters Entertainment

Company

Movies/Television

USA U$200,000,000Sony Pictures

Entertainment

3September 28,1989

Columbia Pictures

Entertainment

Movies/Television

USA U$3,400,000,000Sony Pictures

Entertainment

2November 19,1987

CBS Record Group Music USA U$2,000,000,000Sony Music

Entertainment

1February 4,1982

Music CenterIncorporated

Professional audio USA N/ASony Professional

Products

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Source: www.annualreports.com

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Source:www.annualreports.com

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Source: www.annualreports.com

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Sony has different pages for its diff products.

If all the pages likes are summed up it comes out to 10274452 likesby worldwide users of facebook, of which playstaion attracts a hugenumber of like at facebook.

It has launched a new contest wherein the company is inviting peopleat play station headquarters for a gaming competition.

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SonyE-mailMarketing

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Marketers at Sony Corp., seeking an alternative to tired traditional

Internet marketing methods, have found a new way to connect withconsumers -- online courses.

2004, Sony launched its first online tutorial, providing tips andinformation on digital photography, and it has since expanded to four.

Entitled Sony 101, it provides four "campuses" for online visitors:personal computing, home entertainment, digital photography, and

business solutions for the small business.

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Visitors to the site can enroll in any of the campuses, which typically

feature four to five courses each month and include content on aspecific topic with an expert in the field.

The content is generic to the industry and generally free of Sonymarketing messages, apart from a sidebar that pops up throughout thecourse offering relevant Sony products.

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"We did not want the content to be an infomercial wherewe were only promoting Sony," said Barbara L. Miller,director of corporate marketing Web services with theTokyo-based company.

"We wanted it to speak to changes in technology andindustry-wide

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The deal will see Sony use Emailvision's Campaign Commandersoftware across its European electronics division, which covers 35countries and five product divisions.

Emailvision's software allows Sony to target its customers through a

triggered email cycle, based on when they register their product.

A personalised email is sent at timed intervals, such as 30 or 60 daysafter registration, with specific offers and promotions as well as tips onhow to best use the specific registered Sony product.

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his approach is designed to encourage return visits toSony's website or stores and to ensure customers arereceiving personalised communication.

"By targeting existing customers with relevant andpersonalised information on a regular basis, we have to besure that we are using the right solutions.

"Sony is a great example of where email marketing ishelping to maximise such relationships and ensure greatermarketing success."

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In discussing the marketing mix of anyorganization of our choice, we have tried to discussabout Sony Corporation. Due to the fact that thecompany produces so many varieties of digitalproducts and provides other services to thecustomer, we have decided to narrow the field

discussing in brief each tool of market mix forSony Corporation with a sample list of marketingmix components on Laptops / notebooks, whichwe have discussed in detail.

We have also given our opinion about the current

marketing mix of Sony Corporation, which to alarge extent seems to satisfy the needs anddemands of the customers.

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