Sony Corporation

Sony Corporation

ソニー株式会社

Company Logo

Hardik .P. PanchalS.YB.M.S

ROLL NO- 16

TEACHER INCHARGE: Amisha mam

Company Logo

Introduction

Multinational corporation headquartered in Mintao (Japan). One of leading manufacturers of electronics, video, communications, video

game consoles and information technology products for the consumer and professional markets.

The company's slogan is Sony. Like no other. Sony corporation is the electronics business unit and the parent company of

the Sony Group.

Mission & Vision

Mission - Sony is working to create value for its stake holders, and improve the quality of life for the next generation through their innovations.

Vision - They seek new approaches to transform their ability to achieve both profitablity and sustainable growth.

Sony Corporationソニー株式会社

Marketing Mix (Product)

Sony products can be categorized in the following major product categories:

Television and projectors,Home video,Home audio,Home theatre system,Digital photography,Handy cam video camera, Portable audio,Game,In-car entertainment,Storage and recording media,Other accessories.

Marketing Mix (Promotion)

Sony promotes its product through: Contests Awards Events Press releases Launch parties Print ads Free gifts on purchase Sponsoring

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Marketing Mix (Place)

Sony distributes its products in various channels. It uses zero-level channel, one level channel and two-level channel.

Manufacturers

Retailers

Customers

Place (continued)

Through the Internet, Sony has helped its customers to find the nearest retailer shop where they can buy the Sony products. All they have to do is to enter their website and specify the product and the location.

www.sony.co.in

Marketing Mix (Price)

Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. Sony being a company which emphasizes quality of product, it tends to sell its goods with price range from moderately-high to high-prices, depending on the use and the targeted customers.

SONY products are high priced as compared to its rival companies & customers are ready to buy their goods for the quality and customer satisfaction they provide.

Market Segmentation

Demographically :-1] Caters to individuals of a particular age group like walkman music players and PSP

for youths while projectors for business personalities and Bravia range of LCD’s for all age groups ;

2] any occupation;&3] Urban upper & Middle class families.

Geographically :-1] Sony products are mostly in urban towns and cities 2] Now also expanding their products in 2 and 3 tiers cities & rural areas

Psychographically:-1) Sony products are mainly for upper class & upper middle family. Rich people are

ego intensive or technology lovers and since Sony products are high priced as compared to its rival companies, Sony mainly caters to higher classes of the society.

Revenue from Market segments

Target Marketing

Target marketing refers to a set of buyers sharing common needs and characteristics that the company decides to serve.

Sony targets urban people and individuals who belong to upper class for selling their products.

Target market depends upon size and growth rate of population and Company resources.

Sony-FIFA Partnership

Sony has signed a global partnershop program contract with FIFA, making it a FIFA Partner.

During the eight-year period of the contract (2007-2014), Sony will exercise a broad array of rights in the “Digital Life”

Conclusion

The current marketing mix which Sony Corporation has is satisfactory to customer needs. As it can be clearly seen that Sony as a company has expanded its products & services from electronic and digital devices to television broadcasting (SET) & entertainments like music (Sony BMG) & movie production.

In providing a wide range of products & services with high quality, Sony has by far influenced most of the consumers perception favourably towards its products.

One of the TV commercials of SONY Corporation for its BRAVIA brand