Project Report on Sony

Sony Center

Training Certificate

Name of Student

Institute

Branch/year

Start date of training

End date of Training

Project Title

Neeraj Kadia Dealer (Sony Center, Kanpur)

Sony Center (Exclusive Show Room) Swaroop Nagar, Kanpur

Training Certificate

Manish Kumar

International Institute of management & Entrepreneurship

MBA-marketing/2010-2012

September20th, 2011

October31th, 2011

Buying behavior /need Analysis &Generation of Prospective customer List for Sony Product

Date:

2

International Institute of management &

behavior /need Analysis &Generation of customer List for Sony Product

Date:-31/10/2011

Acknowledgement

I would like to thank “Ikya Human capital solution Pvt. Ltd.”opportunity. I would like to thank in my project amidst his busy schedule. I extend my heartful thanks to for the constanmy course. I express my deep gratitude towards Mr.Vivefor giving me permission to do the project in their organization and their valuable guidance at the company during thKanpur. I would like to take the pleasure of this opportunity to express my heartful gratitude to my guide Mandakini Ma’am (Faculty Member,gave valuable suggestion through out my field work and completion of the project. I thanks all my faculty member of MBA department tor their valuable suggestion throughout my course. The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them. Finally, I thank all my friends who directly or indirectly helped me a lot during my project

Acknowledgement

“Ikya Human capital solution Pvt. Ltd.” for giving me this opportunity. I would like to thank MR. V.K. Shukla (Mentor of IIME) for taking interest in my project amidst his busy schedule.

to for the constant and valuable guidance by him though out

towards Mr.Vivek Chhugani (Area Sales Manager)giving me permission to do the project in their organization and their valuable

at the company during the execution my project work at Sony Exclusive,

I would like to take the pleasure of this opportunity to express my heartful gratitude to Faculty Member, IIME) who took personal interest

gave valuable suggestion through out my field work and completion of the project.

I thanks all my faculty member of MBA department tor their valuable suggestion

The importance of the moral support and good wishes of my parents and friends is indebted to them.

all my friends who directly or indirectly helped me a lot during my

MANISH KUMAR International Institute of Management and Entrepreneurship

3

for giving me this ) for taking interest

t and valuable guidance by him though out

Area Sales Manager), Kanpur, giving me permission to do the project in their organization and their valuable

Exclusive,

I would like to take the pleasure of this opportunity to express my heartful gratitude to interest and

gave valuable suggestion through out my field work and completion of the project.

I thanks all my faculty member of MBA department tor their valuable suggestion

The importance of the moral support and good wishes of my parents and friends is

all my friends who directly or indirectly helped me a lot during my

MANISH KUMAR

Entrepreneurship

I Manish Kumar here by declarereport on Consumer buying behavior of Sony Product in Kanpur” is the outcome of my research work.research has been submitted earlier to any institution or University for the award of any other Degree/Diploma.sources of material, data usedacknowledged.

Date: - 31/10/2011

Place: -Kanpur

Declaration

I Manish Kumar here by declare that project Entitled “A Project report on Consumer buying behavior of Sony Product in

is the outcome of my research work. No part of this research has been submitted earlier to any institution or

award of any other Degree/Diploma.sources of material, data used in this study have been

(Researcher)

Manish Kumar

4

ntitled “A Project report on Consumer buying behavior of Sony Product in

part of this research has been submitted earlier to any institution or

award of any other Degree/Diploma. The in this study have been

(Researcher)

Manish Kumar

Executive Summary

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unpservice, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. In India, Sony has its foothrough a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s excluare fast becoming the most visible face of the company in India.

Executive Summary

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim

In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony World’ are fast becoming the most visible face of the company in India.

5

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony

span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent

aralleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim

tprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and

sive stores ‘Sony World’ are fast becoming the most visible face of the company in India.

S.No. Detailed Study

1 IntroductionObjective of StudyLimitation of Study

2 Research Methodology

Marketing ResearchResearch MethodologyResearch Design &SamplingData collection

3 Company Overview

Background of CompanyCompany ProfileProduct rangeComparison of Sony & LGComparison of Sony & SamsungSWOT Analysis

4 Marketing StrategiesMarketing StrategiesCompetitorsMilestone of Sony Product

5 Position of Sony

6 Data Interpretations

7 Conclusion

8 Bibliography

9 Questionnaire

Table of contents

Detailed Study

Page No.

Introduction Objective of Study 9 Limitation of Study 10

Research Methodology Marketing Research 12 Research Methodology 14 Research Design &Sampling 15-20 Data collection 22-24

Background of Company 28 Company Profile 30 Product range 33-40 Comparison of Sony & LG 42 Comparison of Sony & Samsung 44 SWOT Analysis 45-47

Marketing Strategies Marketing Strategies 49 Competitors 51-56 Milestone of Sony Product 57-59

Position of Sony in electronic Market 61-62

Interpretations 63-78

79

Bibliography 81

Questionnaire 83-87

Table of contents

6

Introduction

Introduction

7

Introduction

The essay intends to discuss why it isunderstand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance ofmarketing planning and its need of understanding a company’s rival. Through the essay a better understanding ofmarketing planning, and themade.

Introduction

The essay intends to discuss why it is necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of

planning and its need of understanding a company’s hrough the essay a better understanding of

planning, and the need to know competitors will be

8

necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of strategic

planning and its need of understanding a company’s hrough the essay a better understanding of strategic

competitors will be

Objective of

The objective of the sumanagement student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization. This training gives me a substantiserves as useful tool of interaction with the corporate sector. The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony PPradesh” The main idea behind this project is:

Ø To study the buying pattern of people towards consumer goods.

Ø To determine the major factors influencing the buying

decision process of the target group.

Ø To set out some basic mmarketers to cater to different needs of the targets group.

Objective of Study

The objective of the summer Training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization.

gives me a substantial corporate exposure and also of interaction with the corporate sector.

The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony Products in Kanpur, Uttar

The main idea behind this project is:

To study the buying pattern of people towards consumer

To determine the major factors influencing the buying decision process of the target group.

To set out some basic marketing implications for the marketers to cater to different needs of the targets group.

9

mmer Training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization.

al corporate exposure and also of interaction with the corporate sector.

The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of

roducts in Kanpur, Uttar

To study the buying pattern of people towards consumer

To determine the major factors influencing the buying

arketing implications for the marketers to cater to different needs of the targets group.

Ø 4. To have some insights on the relationship between marketing stimuli

Ø 5. To serve as guideline for further research in this area.

LIMITATONS OF THE STUDY

1) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer hasgive answer. 2) Language barrier iswell as interviewer. 3) Study is area specific

To have some insights on the relationship between stimuli and youth responses.

5. To serve as guideline for further research in this area.


) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to

barrier is also a big limitation for customer as

specific

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To have some insights on the relationship between

5. To serve as guideline for further research in this area.


) Time constraint serves as the main limitation for the study. less time to

for customer as

Research

Methodology

Research

Methodology

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Research

Methodology

Marketing Research:

“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that information use to identify & define problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process”

Importance Marketing Research:

Ø To Make Marketing DecisionsØ Survive the CompetitionØ Helps to Decide Target MarketsØ Maximize ProfitsØ Increasing the Sales

Marketing Research:-

“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that information use to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing

-American Marketing Association

Importance Marketing Research:-

To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profits Increasing the Sales

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“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that

marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing

American Marketing Association

Consumer behavior: “Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods on services.” Importance of Consumer Behavior:

Ø To design the optimal product or service for customers.Ø To determine where the product or Service should be

available that would easy for the customers to buy.Ø To determine what price will the customers give up

purchasing product or service?Ø To determine which method of Promotion would be most

effective for getting the customers to buy a product.Ø It helps in changing the behavior of the consumers.Ø To improve performance of the organization.Ø To achieve the organizational objectives

Consumer behavior: -

Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase

- Walter and Paul

Importance of Consumer Behavior:-

To design the optimal product or service for customers.To determine where the product or Service should be available that would easy for the customers to buy.To determine what price will the customers give up purchasing product or service? To determine which method of Promotion would be most effective for getting the customers to buy a product.

anging the behavior of the consumers.To improve performance of the organization. To achieve the organizational objectives.

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Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase

Walter and Paul

To design the optimal product or service for customers. To determine where the product or Service should be available that would easy for the customers to buy. To determine what price will the customers give up

To determine which method of Promotion would be most effective for getting the customers to buy a product.

anging the behavior of the consumers.

Research Methodology:

“It is the procedure use in making systematic observation and obtaining data, evidence on information as process.”

Sample Size:-

Sample size is the number of observations used for calculating

estimates of a given population.

For example, if we interviewed 30 random students at a given

high school to see if they liked a certain music

students" would be our sample size.

Research Methodology:-

“It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research


population.

, if we interviewed 30 random students at a given

high school to see if they liked a certain music artist, "30

students" would be our sample size.

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“It is the procedure use in making systematic observation and a part of research


, if we interviewed 30 random students at a given

artist, "30

Research design: A research design is a systematic objective and scientific plan developed for directing a research study. It constitutes the overview for data collection measurement and analysis of Need of research design

• Ensuring research progress in right direction• Minimizing time and cost of research • Encouraging coordination and effective organization• Minimizing bias and maximizing the reliability of the data

collected and analysed. Formal research design Ø Completely randomized design:

It involves only two principal:The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition.

:-

A research design is a systematic objective and scientific plan directing a research study. It constitutes the

overview for data collection measurement and analysis of

Need of research design

Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organizationMinimizing bias and maximizing the reliability of the data collected and analysed.

Formal research design

Completely randomized design:-

It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in

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A research design is a systematic objective and scientific plan directing a research study. It constitutes the

overview for data collection measurement and analysis of data.

Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data

The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in

Ø Randomized block design

It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.

Ø Latin Square design: For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Ø Factorial design:

When more factors are showing more than one effects,design is used for such studies.

Randomized block design:-

is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.

Latin Square design:-

For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or

Factorial design:-

more factors are showing more than one effects,design is used for such studies.

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is an improvisation to CR design. Along with other two

For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or

more factors are showing more than one effects, factorial

Type of Sampling

1. Pure research It is done only for sake of knowledgeapply it in regular practice. Pure research is also called basic or fundamental research. New theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and demaking applied research is carried on. Means applied research is problem oriented and action directedpractice research example marketing research carried on for identifying chase customer habits to purchase so.

Type of Sampling

It is done only for sake of knowledge. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing

with the help of pure research .It lays foundation for applied research. It helps in finding critical

Applied Research

When real life problem require some solution and decision making applied research is carried on. Means applied research is problem oriented and action directed. It brings immediate and practice research example marketing research carried on for

chase customer habits to purchase so.

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. Intenension is not to apply it in regular practice. Pure research is also called basic or

theory or refinements of an existing with the help of pure research .It lays

foundation for applied research. It helps in finding critical

cision making applied research is carried on. Means applied research is

It brings immediate and practice research example marketing research carried on for

3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. “At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable.” 4. Descriptive Research This research is simple in nature and in its applicatispecific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation. 4. Diagnostic Research

It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly purposes, proper methods for collecting accurate information ,correct measurement of variable , statistical and test of significance are essential in diagnostic research.

Exploratory Research

researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem.

“At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable.”

-Kartz

Descriptive Research

This research is simple in nature and in its application. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation.

search

in depth approach to reach the basic casual of a problem and possible solution for it. Problem

formulation, defining the population correctly for study purposes, proper methods for collecting accurate information

measurement of variable , statistical and test of significance are essential in diagnostic research.

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researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering

“At the first level is the discovery of significant variable in particular situation; at the second, the discovery of

on. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of

in depth approach to reach the basic casual of a problem and possible solution for it. Problem

for study purposes, proper methods for collecting accurate information

measurement of variable , statistical and test of

5. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlledexperimental research is used. It developed the relationship among variable i.e. how they are related to each other. 6. Analytical Study Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric other words Analytical study is also called as statistical method. 7. Historical research When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful.

Experimental Research

To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlledexperimental research is used. It developed the relationship among variable i.e. how they are related to each other.

Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric data. In other words Analytical study is also called as statistical method.

Historical research

finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very

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To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other.

Quantitative data is analysis with the help of mathematical data. In

other words Analytical study is also called as statistical method.

finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very

Sample design:-

A procedure or plan drawn up before any data iobtain a sample from a given population. Also known as sampling plan, sample design.

Non Probability Sampling Methods Convenience Sampling Where the researcher questions anyone who is available. This method is quick and cheap. representative the sample is and how reliable the result.

Quota Sampling: - Using this method the sample audience is made up of potential purchasers of your product.

A procedure or plan drawn up before any data is collected to obtain a sample from a given population. Also known as sampling plan, sample design.

Non Probability Sampling Methods

Convenience Sampling:-

Where the researcher questions anyone who is available. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result.

Using this method the sample audience is made up of potential purchasers of your product.

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s collected to obtain a sample from a given population. Also known as

Non Probability Sampling Methods

Where the researcher questions anyone who is available. This However we do not know how

representative the sample is and how reliable the result.

Using this method the sample audience is made up of potential

For example if you feel that your typical customers will be male between 18-23, female between 26respondents you interview should be made up of this group, i.e. a quota is given. The judgment sample A judgment sample is obtaisomeone who is familiar with the relevant characteristics of the population.

For example if you feel that your typical customers will be male 23, female between 26-30, then some of the

respondents you interview should be made up of this group, i.e.

The judgment sample: -

A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the

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For example if you feel that your typical customers will be male 30, then some of the

respondents you interview should be made up of this group, i.e.

ned according to the discretion of someone who is familiar with the relevant characteristics of the

Data Collection

The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Data Collection Methods

Ø Primary data Ø Secondary data

PRIMARY DATA Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is obtained directly from firstobservation or experimentation

ü “The information provided by the customer & staff members.”

ü Through the personal interaction with the help of questionnaire.

The project consisted of analysis of performance of the several brands. In this particular project fundamental

research was also carried out which attempted to explore knowledge through methods like personal interaction with the

Data Collection Methods

PRIMARY DATA:-

Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation

“The information provided by the customer & staff

Through the personal interaction with the help of

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The project consisted of analysis of performance of the several brands. In this particular project fundamental

research was also carried out which attempted to explore knowledge through methods like personal interaction with the

Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and

information that hand sources by means of surveys,

“The information provided by the customer & staff


Advantage primary data:

Ø It is the original type of data.Ø It is possible to capture the changes occurring in the course

of time. Ø It is flexible to the advantage

can be utilized by researcher for multiple scientifically

Ø Extensive research study is based on primary data

Method of collecting primary data

v Interviewing v Observation v Experimental v Mail survey v Projective technique v Simulation

Advantage primary data:

It is the original type of data. It is possible to capture the changes occurring in the course

is flexible to the advantage of researcher the same data can be utilized by researcher for multiple dimension

Extensive research study is based on primary data

Method of collecting primary data

Projective technique

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It is possible to capture the changes occurring in the course

of researcher the same data dimension

Extensive research study is based on primary data

SECONDARY DATA

"Secondary data are those already in existence for some purpose than the answering of the question in hand." “Websites of consumer durable brands. Like Sony,LG etc.”

Advantage of secondary data

Ø Secondary data is easily accessible and does to researcher depending on its availability.

Ø Long historical period can be less cost, which is an added advantage of using secondary data

Ø The secondary data use ensures that availabilimaking scientific generalization from the studies.

Ø Environmental and culture setting are required for the study.

SECONDARY DATA

"Secondary data are those already in existence for some purpose than the answering of the question in hand."

- M.M. Blair “Websites of consumer durable brands. Like Sony, Samsung,

Advantage of secondary data

Secondary data is easily accessible and does not cost much to researcher depending on its availability. Long historical period can be analyzed by researcher with less cost, which is an added advantage of using secondary

ary data use ensures that availability of data for making scientific generalization from the studies.Environmental and culture setting are required for the

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"Secondary data are those already in existence for some other

Samsung,

not cost much

by researcher with less cost, which is an added advantage of using secondary

of data for making scientific generalization from the studies. Environmental and culture setting are required for the

Company Overview

Company Overview

25

Company

Company Overview

Company:

Managing Director:

Date of Establishment:

Location:

Staff Strength:

Share Capital:

Share Holding:

Branch Offices:

Company Overview

Mr. Masaru Tamagawa

November 17, 1994

A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi 110044, India.

728

Rs. 550 million

100% subsidiary of Sony Corporation, Japan

Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, AhmadabadCochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi

Sony India Pvt. Ltd.

26

Cooperative Industrial Road, New Delhi -

100% subsidiary of Sony Corporation,

Delhi, Haryana, Mumbai, Bangalore, Kolkata, Hyderabad,

a, Jaipur, Chandigarh, Ahmadabad, Indore,

Cochin, Coimbatore, Ghaziabad, Mangalore and Ranchi

Business Activities:

Marketing, Sales and Afterelectronic products & software exportsProducts: Televisions, HiTheater systems and DVD players, Personal Audio (CD/Cassette Radio Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Broadcast and Professional products.

Marketing, Sales and After-Sales Service of electronic products & software exportsProducts: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.

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Sales Service of electronic products & software exports

fi Audios, Home Theater systems and DVD players, Personal

Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile

Energy Devices, Broadcast and Professional products.

Background of the company

Sony Corporationwith headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in theof consumer electronicscellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off theirare awarded to those whosemanufacture and marketing. Sony continually makes and offers new products, most of which are tested inSony has been particularly successful in the United States market; however, it is outsoldMatsushita, another Japanese electronics giant (2003).

Background of the company

Sony Corporation is a Japanese electronics manufacturer, with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the development

consumer electronics goods, such as videocassette recorders, cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off their prototypes; bonuses are awarded to those whose prototypes are selected for eventual

facture and marketing. Sony continually makes and offers products, most of which are tested in the Japanese market.

Sony has been particularly successful in the United States market; however, it is outsold in Japan and elsewhere by

Japanese electronics giant (2003).

28

is a Japanese electronics manufacturer, with headquarters in Tokyo. Sony designs, manufactures, and

development goods, such as videocassette recorders,

cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation by its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual

prototypes; bonuses are selected for eventual

facture and marketing. Sony continually makes and offers the Japanese market.

Sony has been particularly successful in the United States and elsewhere by

Japanese electronics giant (2003).

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfservice, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such asshot‚ Handy cam®, VAIO,Stick™‚ PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers

Overview

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony

country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim

names such as BRAVIA, BRAVIA Theatre,VAIO, Walkman®, Xplod, Memory

PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products.

In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers

29

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony

country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent

action and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim

BRAVIA Theatre, Cyber-Memory

PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual

Communications‚ Recording Media, Business and Professional products.

In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers

and distributors, 240 exclusive Sony outlets and 19 direlocations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and wellprovides the kind of attentive and sensitive service that is rare today.

and distributors, 240 exclusive Sony outlets and 19 direlocations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country mpany owned and 190 authorized service centers and

16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare

30

and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country mpany owned and 190 authorized service centers and

16 exclusive demonstration centers. A distinctive feature of trained staff that

provides the kind of attentive and sensitive service that is rare

Company Profile

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kickedtheir desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Sonbetter, smaller and more innovative than ever thought possible. Sony Corporation luding audio visualbroadcast, telecommunications, entertainment,casting and even insurance and finance. Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new

Company Profile

out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked

to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized

history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to

people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible.

now spans a range of industriesvisual electronics, information technology,

broadcast, telecommunications, entertainment, satellitecasting and even insurance and finance.

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains

31

out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off

In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized

history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to

people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact

y has continually made things better, smaller and more innovative than ever thought possible.

industries incinformation technology,

lite broad

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people

lifestyles and remains

committed to the challenge of creating and dreams

Sony in India

Sony is not new to India.walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for theculminated in a new relationship when inspired by afriendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995

COMPANY MISSION

Sony India focused towards making a differencein the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sellTheir consistent commitment towards service has brought the company quite closer

committed to the challenge of creating and realizing these

Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any

home from abroad This love for the culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January

COMPANY MISSION

Sony India focused towards making a difference in the lifestyles and open up new vistas of entertainment in

country. Sony India remains committed towards offering age technology and digital concepts while working hand in

ith the Indian industry to produce and sell excellence. consistent commitment towards service has brought the

to the Indian customer.

32

realizing these

Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any

brand reform

friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January

in the lifestyles and open up new vistas of entertainment in

country. Sony India remains committed towards offering age technology and digital concepts while working hand in

excellence. consistent commitment towards service has brought the

Product range of Sony


33

Product range


BRAVIA LCD TV Full HD 3D TV

• Dynamic Edge LED • Optic Contrast and CORNING's Gorilla Glass Panel• Wi-Fi Integrated • Monolithic Design • Full HD 3D features a buil• X-Reality™ picture engine

• Cyber 16.2 Mega Pixel T Series 5x Optical Zoom Ultra

• 16.2MP Exmore R™ • Ultra Sleek & Compact Body (Only 12.2mm thin)• 5x Optical Zoom & 10x Clear Image Zoom• Superior Auto for High Quality Images• 7 Picture Effect Modes• AVCHD Full HD movie recording


BRAVIA LCD TV 46“NX720 Series BRAVIA

Optic Contrast and CORNING's Gorilla Glass Panel

Full HD 3D features a built-in 3D Transmitter Reality™ picture engine

Cyber-shot Digital Camera16.2 Mega Pixel T Series 5x Optical Zoom Ultra-Slim Cyber-shot (Black)

CMOS Sensor Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Optical Zoom & 10x Clear Image Zoom Superior Auto for High Quality Images 7 Picture Effect Modes

HD movie recording

34

46“NX720 Series BRAVIA

shot Digital Camera

shot (Black)

http://www.sony.co.in/productcategory/bravia-lcd-tv

http://www.sony.co.in/productcategory/di-digital-still-camera

• VAIO E-Series

Ø Intel® CoreTM i5-2430 Processor 2.40 GHz with Turbo Boost up to 3.00 GHz

Ø Genuine Window® 7Home Premium 64Ø 15.5” wide TFT color display (LED backlight)

• Sony Tablet

Ø AndroidTM 3.2 Ø Easy to carry and easy to watch with 9.4 Trublack Touch Screen DisplayØ Swift and smooth touch experience with quick view and quick touch

VAIO Notebooks

Series

2430 Processor 2.40 GHz with Turbo Boost up to 3.00

Genuine Window® 7Home Premium 64-bit 15.5” wide TFT color display (LED backlight)

Sony Tablet

Easy to carry and easy to watch with 9.4 Trublack Touch Screen DisplaySwift and smooth touch experience with quick view and quick touch

35

2430 Processor 2.40 GHz with Turbo Boost up to 3.00

Easy to carry and easy to watch with 9.4 Trublack Touch Screen Display Swift and smooth touch experience with quick view and quick touch

http://www.sony.co.in/productcategory/it-personal-computer

http://www.sony.co.in/microsite/sonytablet/index.html

•

HDR-PJ50E • “Exmor R” CMOS Sensor• 29.8 mm wide angle Sony G Lens• Built-in Projector • 220GB HDD • Optical Steady Shot with Active Mode• 7.1M still picture

• Walkman® MP3 Players Ø 16 GB capacity Ø Superior sound quality Ø Superior visual quality

Handy cam® Camcorder

CMOS Sensor 29.8 mm wide angle Sony G Lens

with Active Mode

Walkman® MP3 Players

Superior sound quality Superior visual quality

36

Handy cam® Camcorder

http://www.sony.co.in/productcategory/cam-camcorder

http://www.sony.co.in/productcategory/pa-mp3-walkman

•

Blu-ray Disc™ Players

•

Digital SLR / SLT CamerasØ 10fps continuous shooting with auto focusØ Quick AF Full HD Movies RecordingØ 16.2 MP Exmor CMOS Sensor

ray Disc™ Players

Digital SLR / SLT Cameras 10fps continuous shooting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMOS Sensor

37

http://www.sony.co.in/productcategory/hv-bluray-disc-player

http://www.sony.co.in/productcategory/hv-bluray-disc-player

http://www.sony.co.in/productcategory/dslr-camera

PlayStation®3Console dimensions (approx.) (W/H/D)

290 x 65 x 290 mm

Console mass (approx.) 3.2 kg

CPU Cell Broadband Engine™

GPU RSX

Sound Dolby DigitalLPCM 7.1ch / AAC / etc

Memory 256MB XDR Main RAM / 256MB GDDR3 VRAM

Wireless Controller (Bluetooth)

YES

BD/DVD/CD Driver (Read Only)

BD 2x (BD(CD

PlayStation®2 Compatibility

No

PlayStation®3

290 x 65 x 290 mm

3.2 kg

Cell Broadband Engine™

RSX

Dolby Digital Plus / Dolby Digital 5.1ch / LPCM 7.1ch / AAC / etc

256MB XDR Main RAM / 256MB GDDR3 VRAM

YES

BD 2x (BD-ROM) / DVD 8x (DVD-ROM) / CD 24x (CD-ROM)

No

38

DTS 5.1ch /

256MB XDR Main RAM / 256MB GDDR3 VRAM

ROM) / CD 24x

http://www.sony.co.in/productcategory/gam-ps3-console

Ø Home Theatre Systems

Ø

Ø

Home Theatre Systems

Headphones

Hi-Fi System

39

http://www.sony.co.in/productcategory/home-theatre-system

http://www.sony.co.in/productcategory/pa-headphones

http://www.sony.co.in/productcategory/ha-hifi-system

Ø Voice Recorders

Ø Storage & Recording Media

Ø

Voice Recorders

Storage & Recording Media

Business & Professional

40

Storage & Recording Media

Business & Professional

http://www.sony.co.in/productcategory/pa-voice-recorder

http://www.sony.co.in/productcategory/sto-usb-storage-media

http://pro.sony-asia.com/

Comparison of Sony and LG


41


Sony(BX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI

Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI FM Radio Light Sensor USB

LG(LK311)

2011XD Engine HD Ready

Digital Noise Reduction Noise Reduction 2 HDMI

LG(LK332)

2011XD Engine HD Ready

Digital Noise Reduction Noise Reduction 3 HDMI

USB

42

COMPARISION OF SONY AND

SAMSUNG


SAMSUNG

43


Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI FM Radio Light Sensor USB

Sony(NX520) Bravia Engine Full HD Digital Noise Reduction2 HDMI FM Radio Light Sensor USB(Maximum Format)

Samsung(D450)

Dnle+ HD Ready

Digital Noise Reduction Noise Reduction 1,2 HDMI 10w+10w JPEG Format

Samsung(D550)

Hype-real Engine Full HD

Digital Noise Reduction Noise Reduction 4 HDMI 10w+10w

USB(Maximum Format) JPEG Format

44

SWOT Analysis

SWOT Analysis of

Sony

45

of

SWOT Analysis

Strength ü Sony has build up a good

by his service & quality.

ü Same price in all over in India is also a great attraction for customer.

ü Service wise Sony is the best among all his

competitors, shops ambience, environment location is very convenient.

ü To provide better service Sony conducts the

Service camp & Trainingupdate

SWOT Analysis of Sony Product

Sony has build up a good brand image & customer loyalty service & quality.

price in all over in India is also a great attraction for

Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient.

To provide better service Sony conducts the Service camp & Training and keep its employee

46

of Sony Product

brand image & customer loyalty

price in all over in India is also a great attraction for

and

To provide better service Sony conducts the employee

Weaknesses

ü High cost manufacturing base leading to lower margins

.

ü Legal proceedings likely to hamper corporate image.

Opportunities

ü Sony is leading brand in consumerof its better service

ü It has a professionalism, good service attitude and

knowledgeable staff and employee.

ü Because of keen foresightedness of futurecustomer perception, Sony can

Threats

ü Unfavorable foreign exchange ratemargins

ü Impact of the global economic slowdown

High cost manufacturing base leading to lower margins

Legal proceedings likely to hamper corporate image.

Sony is leading brand in consumer durable market because service and quality.

professionalism, good service attitude and knowledgeable staff and employee.

Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.

Unfavorable foreign exchange rates likely to impact

Impact of the global economic slowdown

47

High cost manufacturing base leading to lower margins

Legal proceedings likely to hamper corporate image.

durable market because

professionalism, good service attitude and

demand and beat all the competitors.

s likely to impact

Marketing Strategies

Marketing Strategies

48

Marketing

Marketing strategies

Management of a firm needs strategy, to make sure that everything goes well in the company, through the use of strategic management everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the company is doing well internally. The termfrom the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the leader of an army (1991).

Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important to know what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the company’s major target;rules; decisions and sequences of action into organized whole. It can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988).

Marketing strategies Management of a firm needs strategy, to make sure that

everything goes well in the company, through the use management everything done in the company is well

organized and no detail is being left out. The company management to make sure that the company is

doing well internally. The term strategic management originates language, where the word means the art of a

general. The person who makes strategies is the strategist who is the leader of an army (1991).

management decisions have multifunctional and business consequences, this kind of decision require broad

consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important

now what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is

that assimilates the company’s major target; policiesdecisions and sequences of action into organized whole. It

can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988).

49

Management of a firm needs strategy, to make sure that everything goes well in the company, through the use

management everything done in the company is well organized and no detail is being left out. The company

management to make sure that the company is management originates

language, where the word means the art of a general. The person who makes strategies is the strategist who is

management decisions have multifunctional and business consequences, this kind of decision require broad

consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important

now what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is

policies and decisions and sequences of action into organized whole. It

can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a

It is incomplete searchbounded rationality (1960) influenced this perception. Strategy is a combination of the company’s objectives,decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effeStrategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketingthe product it has with less difficulty and more readiness to face competitors. Strategic marketinguses all of its resources to counter its competitors.marketing planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.

It is incomplete search for strategic alternatives, and bounded rationality (1960) influenced this perception. Strategy is a combination of the company’s objectives, policiesdecisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a company’s productsservices its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effeStrategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal

Strategic marketing is the way company sells the product it has with less difficulty and more readiness to face

Strategic marketing makes sure that the company uses all of its resources to counter its competitors.

planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.

50

alternatives, and bounded rationality (1960) influenced this perception. Strategy

policies and decisions to be done in unison or contingent upon each other.

products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effective. Strategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal

is the way company sells the product it has with less difficulty and more readiness to face

makes sure that the company uses all of its resources to counter its competitors. Strategic

planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.

COMPETITOR’S

All firms have strategicopen out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunitywill not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms define their marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the market place depends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000).

An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against

COMPETITOR’S

strategic windows and some of these win

open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunitywill not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms

ir marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the

ends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential advantage in the eyes of the customer. The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000).

An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against

51

windows and some of these windows open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms

ir marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the

ends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of

advantage in the eyes of the customer. The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other

An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors

competitors. To know and have an in depth knowledge of the competitors the company can use different kinds of strategy such as porter’s generic strategy.knowledge about the competitors help in planning marketing activities through distinguishing andrivals may use and whaadded knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures against competitors.

Sony although company still uses strategic marketingcompany alive in its industry. Thiskeeps Sony alive against its competitors. Sony should still know and acquire all informationcompetitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitocertain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Ththe use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and through such information they cancompetitors.

To know and have an in depth knowledge of the company can use different kinds of strategy

such as porter’s generic strategy. Determining and having added knowledge about the competitors help in planning marketing activities through distinguishing and forecasting what activities rivals may use and what strategy they might implement. Having added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures

Sony although already a well known and successful strategic marketing planning that keeps the

company alive in its industry. This strategic marketingkeeps Sony alive against its competitors. Sony should still know and acquire all information they can with regards their competitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitors will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Ththe use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and through such information they can plan strategies to conquer this

52

To know and have an in depth knowledge of the company can use different kinds of strategy

Determining and having added knowledge about the competitors help in planning marketing

what activities t strategy they might implement. Having

added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures

already a well known and successful planning that keeps the

strategic marketing planning keeps Sony alive against its competitors. Sony should still know

they can with regards their competitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the

rs will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Through the use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and

strategies to conquer this

COMPETITOR’S PROFILE

Samsung

The Korean company Samsung has grown to become one the world’s leading electroniccompanies, specializingia, semiconductors,Today Samsung’s innovative & top quality products & processes are world recognize The digital age has brought revolutionary change opportunity – to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation. Samsung, see every challenge as anit is perfectly positioned as one of the world's recognized leaders in the digital technology industry .Its commitment to being the world's best has won the No.1 global market share13 products, including semiconductors, TFTand CDMA mobile phones. Looking forward, and making historic advances in research and development ofsemiconductor line, including flash memory and noncustom semi conductors, DRAM and

COMPETITOR’S PROFILE

company Samsung has grown to become one the world’s leading electronic-

specializing in digital appliancessemiconductors, memory and system integration.

Today Samsung’s innovative & top quality products & processes are world recognized.

The digital age has brought revolutionary change – and to global business, and Samsung has responded

advanced technology, competitive products, and constant

Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders

digital technology industry .Its commitment to being the has won the No.1 global market share for

ducts, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semi conductors, DRAM and SRAM, as well

53

company Samsung has grown to become one the

appliances and medsystem integration.

Today Samsung’s innovative & top quality products &

and to global business, and Samsung has responded

advanced technology, competitive products, and constant

opportunity and believe that it is perfectly positioned as one of the world's recognized leaders

digital technology industry .Its commitment to being the for

LCDs, monitors and CDMA mobile phones. Looking forward, and making

its overall memory,

SRAM, as well

as producing best-in-class LCDs, mobile phones, digital appliances, and more.

class LCDs, mobile phones, digital

54

class LCDs, mobile phones, digital

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled manynew technologies inTVs in the 21st century and continues to reinforce its status as a global.

.

LG

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life.

established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs.

unveiled many new products, applied s in the form of mobile devices and digital

TVs in the 21st century and continues to reinforce its status as a

• LCD TV • Plasma TV • Ultra Slim TV • Flat TV

55

The history of LG Electronics has always been surrounded by

established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances

new products, applied mobile devices and digital

TVs in the 21st century and continues to reinforce its status as a

http://www.in.lge.com/Product/Products-LCDTV.aspx

http://www.in.lge.com/Product/Products-PlasmaTV.aspx

http://www.in.lge.com/Product/Products-List.aspx?id=215&cat=Television&subcat=Ultraslim%20TV

http://www.in.lge.com/Product/Products-Flatron.aspx

Home theatre

MOBILE PHONE

Home theatre

MOBILE PHONE

• Notebook PC • Desktop PC • Monitor • Optical Storage Devices • Projector

56

http://www.in.lge.com/Product/Products-GSM.aspx?id=71&cat=Mobile%20Phone

http://www.in.lge.com/Product/Products-List.aspx?id=68&cat=Computer%20Products&subcat=Notebook

http://www.in.lge.com/Product/Products-List.aspx?id=166&cat=Computer%20Products&subcat=Home%20PC

http://www.in.lge.com/Product/Products-ITMonitor.aspx?id=171&cat=Computer%20Products&subcat=PC%20Monitor

http://www.in.lge.com/Product/Products-List.aspx?id=70&cat=Computer%20Products&subcat=Optical%20Storage%20Devices

http://www.in.lge.com/Product/Products-Projector.aspx

Milestone of

Milestone of

Sony

57

Milestone of

Milestone of Sony Product

1950- Japans first magnetic tape recorder, the “G“launched

1955- Japans first magnetic transistor radio, the 55”launched

1960- World first TransistorTV”T8

1971- 3/4 inch umatic color cassette player the “VP1100”

1982- Worlds first CD player, the “CDP

1990- Hi definition Rtelevision

2000- Sony playstation2 with 128

2001- “Info-stick” Bluetooth module, developed

2002- “Pcg-u1”this was worlds smallest and lights pc running Microsoft Windows XP

2003- First “Qualia” product launched

2003- First “Blue

2004- First-generation liquid crystal display


Japans first magnetic tape recorder, the “G“launched

Japans first magnetic transistor radio, the 55”launched

World first TransistorTV”T8-301”launched

3/4 inch umatic color cassette player the “VP

Worlds first CD player, the “CDP-101” launched

Hi definition Ready, 16:9wide aspect ratio, 36” television

playstation2 with 128-bit Emotion Engine”

stick” Bluetooth module, developed

u1”this was worlds smallest and lights pc running Microsoft Windows XP

First “Qualia” product launched

First “Blue-ray Disc” product launched

generation liquid crystal display

58


Japans first magnetic tape recorder, the “G-type

Japans first magnetic transistor radio, the “TR-

301”launched

3/4 inch umatic color cassette player the “VP-

101” launched

eady, 16:9wide aspect ratio, 36”

bit Emotion Engine”

stick” Bluetooth module, developed

u1”this was worlds smallest and lights pc

ray Disc” product launched

2005- Launched BRAVIA series of wide screen LCD TV’s feature live color creation

2006- HDR-UX1 world first HD cam recorder

2006- Play station 3

Launched BRAVIA series of wide screen LCD TV’s feature live color creation

UX1 world first HD cam recorder

Play station 3

59

Launched BRAVIA series of wide screen LCD

UX1 world first HD cam recorder

Position of Sony in Electronic Market

Position of Sony in Electronic Market

60

Position of

Electronic

Share Market Position

LG, 21%

Videocon, 9%

Penasonic, 7%

Onida, 4%

Share Market Position Sony in Electronic Goods

Sony, 27%

Samsung, 23%

Others, 9%

61

in Electronic Goods

USP’S OF THREE MAJOR BRANDS

Name of Company

Location WiseService AttitudePricing Wise ProfessionalismQuality WiseProduct availabilityInformation SupportKnowledge of a StaffStaff Availability


SONY LG Samsung

Location Wise Good Good Good Service Attitude Excellent Average Poor

Best Poor Good Professionalism Excellent Good AverageQuality Wise Excellent Good Excellent

availability Best Best Best Information Support Best Average Poor

of a Staff Best Average Good Availability Good Good Good

62


Samsung

Average Excellent

Interpretation

Data

Interpretation

63

Interpretation

• Gender wise classification of respondents

Female40%

Gender wise classification of respondents

Male60%

Gender

64

Gender wise classification of respondents

Male60%

5 to 718%

Size of Family

Less320%

3 to 555%

above 77%

Size of Family

65

• Classification

41-5021%

51-6016%

Age wise awareness of Technology

Classification of age wise a awareness of Technology

21-3037%

31-4021%

61& above5%

Age wise awareness of Technology

66

ge wise a awareness

30

• Classification

Post Graduate65%

% of respondant's Qualification

Classification of respondent’s of Qualification

10& Below2%

10+28%

Graduate25%

% of respondant's Qualification

67

of respondent’s of

Graduate25%

• Classification

Private Job26%

Agriculture10%

% of respondent's on the basis of

Classification of respondent’s on the basis of occupation

Business30%

Govt.Job28%

Labour6%

% of respondent's on the basis of occupation

68

of respondent’s on the

• Classification

30,000-50,00025%

50,000& above20%

% of respondent's on the basis of income

Classification of respondent’s on the basis of income level

Below 15,0007%

15,000

20,000


69

of respondent’s on the

15,000-20,00018%

20,000-30,00030%


Number of respondent’s actual user of product

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Yes


or not

No

70


Number of respondent’s who use different of product of Sony

Dvd Player8%

Laptop18%

PS2/PS38%

Handicam

% of different use of Sony Product

Number of respondent’s who use different of

product of Sony

LCD/LED21%

Camera19%

Handicam13%

% of different use of Sony Product

71

Number of respondent’s who use different of

Home Theater13%

Mode of Payment

Cheque5%

Credit1%

Mater Card

Mode of Payment

Cash79%

Mater Card15%

Mode of Payment

72

Cash79%

Classification of number of customer making

50%

% of making of customer SatisfiedQuality


satisfied

45%

5%

% of making of customer SatisfiedQuality Customer Service Brand

73


45%

Number of choice change due to increase

No65%

% of respondent'sChange choise due to


quality

Yes35%

% of respondent'sChange choise due to Decrease price

74


% of respondent'sChange choise due to

Number of choice change due to reduction

No65%

% of respondent'sChange choise due

Number of choice change due to reduction Price

Yes35%

% of respondent'sChange choise due to Decrease price

75

Number of choice change due to reduction

Classification according to influence sales

No26%

% of influence sales person choice

Classification according to influence sales person choice

Yes74%

% of influence sales person choice

76

Classification according to influence sales

Yes74%

Classification number of respondent’s comparison with other brand

No26%

% of customer who compared with

Classification number of respondent’s

comparison with other brand

74%

% of customer who compared with other brand

77

Classification number of respondent’s

Yes74%

Classification of compared with other brand

Panasonic22%

Videocon10%

Onida10%


LG30%

Onida10%

Other3%

Compression

78


Samsung25%

CONCLUSION

CONCLUSION

79

CONCLUSION

CONCLUSION

Ø According to research of 30 days in Sony India ltd, it reveals that Sony iselectronic and consumer durable.

Ø Sony is masters incamera, and vaio notebooks. Sony has credibility in these products.

Ø Sony as a brand isthink it is nothing but a status symbol.

Ø Sony is facing tough competition with Samsung & LG because of reasonable price &quality.

Ø But when considered service attitude,

promotion policy, quality ofappearance & knowledge of staffsand function, Sony is far ahead from Samsung & LG.

Ø Sony plays a vital role in

CONCLUSION

According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader electronic and consumer durable. Sony is masters in Bravia LCD TV; Cyber shot

and vaio notebooks. Sony has credibility in these

Sony as a brand is so popular in rich class people; they is nothing but a status symbol.

Sony is facing tough competition with Samsung & because of reasonable price &quality.

considered service attitude, one pricing policy, policy, quality of a product, professional

appearance & knowledge of staff regarding product feature sand function, Sony is far ahead from Samsung & LG.

Sony plays a vital role in consumer durable market.

80

According to research of 30 days in Sony India ltd, it in

and vaio notebooks. Sony has credibility in these

so popular in rich class people; they

Sony is facing tough competition with Samsung &

one pricing policy, a product, professional

regarding product feature sand function, Sony is far ahead from Samsung & LG.

consumer durable market.

BibliographyBibliography

81

Bibliography

• The information provided by the customer.• Through the personal interaction with the help of

questionnaire. • Websites of consumer durable brands. Like

Samsung, LG

Ø www.google.comØ www.scrib.comØ www.sony.co.inØ www.samsung.comØ www.wikipedia.com/sony

Bibliography

The information provided by the customer. Through the personal interaction with the help of

Websites of consumer durable brands. Like Sony, Samsung, LG etc.

www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/sony

82


Sony,

QUESTIONNAIRE

QUESTIONNAIRE

83

QUESTIONNAIRE

Name:……………….…

Profession………………

Age:……………………

Contact No:……………

Q1: Who purchase Sony Product?

a) Male b) Female

Q2: How many members in Family?

a) 3 b) 3to5 c) 5to7 d) Above 7

Q3: Technical Awareness……………….

a) Yes b) No

……….… Address:…………………….

Profession……………… ………………………………

Age:…………………… ………………………………

Contact No:…………….. Zip Code…………………….

: Who purchase Sony Product?

: How many members in Family?

: Technical Awareness……………….

84

……….

………………………………

………………………………

Zip Code…………………….

Q4: Income of customer…………………………/month

a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000

Q5: Are you actual user of Sony Product?

a) Yes b) No

Q6: which Sony Product first time you use?

a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3

: Income of customer…………………………/month

: Are you actual user of Sony Product?

: which Sony Product first time you use?

85

: Income of customer…………………………/month

Q7: Mode of payment…………

a) Cash b) Cheque c) Credit d) Master card

Q8: What is making customer satisfied of Sony Product?

a) Quality b) Customer Servicec) Brand

Q9: Influence sales person or not?

a) Yes b) No

Q10: Are you compared Sony Brand with other Brand?

a) Yes b) No

: Mode of payment…………

What is making customer satisfied of Sony Product?

Customer Service

sales person or not?

: Are you compared Sony Brand with other Brand?

86

What is making customer satisfied of Sony Product?

: Are you compared Sony Brand with other Brand?

Q11: You are compared Sony Brand with………………………..

a) LG b) Samsung c) Panasonic d) Onida e) Videocon f) Other

: You are compared Sony Brand with………………………..

87

Project Report on Sony

Documents

choice change due

schange choise due

distribution network comprising

informed sales persons

consumer durable brands

ensured loyal customers

strategic marketing planning

planning marketing activities