Sony

SONY BRAVIA

MARKET SURVEY ON SONY TELEVISIONBy : GAZAL (14202255) ANURAG (14202256) SWETA (14202254) HARISH (14202260)

CONTENTINTRODUCTION OBJECTIVE OF THE SURVEYRESEARCH METHODOLOGYDATA SOURCEANALYSIS AND INTERPRETATIONSWOT ANALYSISSTRATEGIES OF 4PsLIMITATIONS CONCLUSION RECOMMENDATIONS

SONY CORPORATIONSony is aJapanesemultinational conglomeratecorporation headquartered in Minato,Tokyo,japan.Founded by Akio MoritaandMasaru Ibuka in 1946 and the word Sony is derived from the name sonus , thelatinword for sound.First product of Sony - tape recorder called type-gIn 1958, company formally adopted sony corporation as its corporate name.Sony introduced the smallest and lightest television in 1962.Established its operations in India in November 1994.With brands names such asBravia,Xperia,Alpha,Headphones,Handycam,Cyber-shot,sony hi-fi andPlayStation, sony has established itself as a value leader across its various product categories of audio/visual entertainment productsThe current slogan of the company is Sony - be movedSONY INDIA Established its operations in India on 17th November 1994, New Delhi. It mainly focuses on the sales and marketing of Sony products in India.Ihe Managing director of Sony India is Mr. Kenichiro HibiIn 2005 the company then introduced the Bravia name. Bravia is an In house brand owned by Sony which produces high-definition LCD televisions, projection tvs and front projectors, home cinemas and the Bravia home theatre rangeSonys LCD market increased from 12% in 7 to 14% in 2009, 107 million units were sold in 2009 , the increase of sales were 43% higher than 2008.

OBJECTIVE OF THE SURVEY To know customer opinion about Sony Television.To analyse the level of satisfaction towards Sony Television. To study the performance of Sony Television in Indian Market.To find out problem faced by customers.

RESEARCH METHODOLOGYSample and Questionnaire

The present study is based on primary data and secondary data. Questionnaires were E-MAILED to a sample of 30 respondents who were surveyed. Simple random sampling method was adopted for the survey.They were asked about their Demographic background including age, education level.The secondary data was collected from sony.co. and wikipedia.

DATA COLLECTION Sample size : 26AGE : 20-25

HOW MANY PEOPLE USES SONY TELEVISION ?

HOW IS THE PICTURE CLARITY ?IS THE PRICE OF THE PRODUCT GENUINE AS COMPARED TO OTHER BRANDS ?HAVE YOU SEEN SONY TV AD ?WHICH T.V BRAND YOU WILL PREFER ?RATE THE SONY TELEVISION IN THE SCALE OF 1 - 10SWOT ANALYSIS Strength Sony has got a strong brand image which is known globally by most people in the world. Sound and picture quality of Sony television has a bench mark.

WEAKNESS Sony market is eroded by LG, Samsung and Panasonic in India. This was mainly due to the fact that the price of other brands are lower than that of Sony and the products also has more features. The decline in its sales has led Sony reporting losses for the past 5 years.

OPPORTUNITIESElectronic market is expected to grow Joint ventures and Strategic acquisitionsSony has invested and improved their marketing strategies in order to attract new customers and created awareness as well as trust from the consumers. One successful advertising technique is the companys partnership with FIFA

THREATS Black market Competitors in the market.

CONCLUSIONIt was made clear that the Sony Television is the market leader. Sony Television has to come up with more innovative promotional campaigns in order to gain more consumers.

Most of the respondents have expressed a positive note on factors like company image, price and perfection.

Sony Television has good reputation. Even though consumers are looking for a better one. We hope that Sony will make it.

Customer satisfaction index is a good tool to make improvements in the products and services of the company and therefore should utilize carefully and kept as confidential as possible. RECOMMENDATIONCompany should improve/upgrades its employees product knowledge, market situation and its competitors knowledge by giving proper training to employee.

The Company should not only concentrate on the customer satisfaction but also monitor their competitors performance in their area of operations.

The Company should make changes according to the other competitors & according to the customers expectations.

The company should keep in mind the need of young generation and innovation.