YOU ARE DOWNLOADING DOCUMENT

Please tick the box to continue:

Transcript
Page 1: Group 4 MM-II Report-Sony Bravia

MARKETING MIX OF SONY

Welcome to the world of

Group – 4:

Ankur Gupta

Neha Gupta

Rahul Mittal

Ritesh Khanna

Sayan Das

Shafaquat Husain

Page 2: Group 4 MM-II Report-Sony Bravia

CONTENT

ABOUT SONY

TIMELINE OF SONY PRODUCTS

PRODUCT MIX

Product Line Consistency

Product Life Cycle

Marketing Mix

Product

Price

Place

Promotion

Page 3: Group 4 MM-II Report-Sony Bravia

ABOUT SONY:

Sony Corporation , commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Kōnan, Minato, Tokyo, Japan.It was founded on 7 May 1946 by Akio Morita and Masaru Ibuka. It was originally known as “Totsuko” which started with SONY TR-55 – transistor radio. Walkman: world’s first portable music player was introduced by SONY. It ranked 73 on the 2011 list of Fortune Global 500. Sony is one of the leading manufacturers of electronics products for the consumer and professional markets.

Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its six operating segments – Consumer Products & Services Group (consumer electronics, game & network services), Professional, Device & Solutions Group (B2B products & services), Pictures, Music, Financial Services and Sony Ericsson.These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.

TIMELINE OF SONY PRODUCTS:

YEAR PRODUCT LAUNCHED

1968 Umatic1975 Betamax1981 Betacam1982 CD with Philips1985 Video81987 Dat1990 Minidisc1992 MiniDV1996 DV Cam1998 Memory Stick1999 Digital82003 Universal Media Disc2004 HDV2006 Blu-Ray Disc

1968 - U-matic is an analog recording videocassette format first shown by Sony in prototype in October 1969, and introduced to the market in September 1971. It was among the first video formats to contain the videotape inside a cassette, as opposed to the various Reel-to-Reel or open-reel formats of the time.

1975 - Betamax (sometimes called Beta, and referred to as such in the logo) was a consumer-level analog videocassette magnetic tape recording format developed by Sony, released on May 10, 1975.

Page 4: Group 4 MM-II Report-Sony Bravia

1981- Betacam is family of half-inch professional videocassette products developed by Sony in 1982.

1982 - The Compact Disc is a spin-off of Laserdisc technology. Sony first publicly demonstrated an optical digital audio disc

1985 – Video8 was launched in the 1980s, into a market dominated by the VHS-C and Betamax formats. In terms of video quality, Video8, VHS/VHS-C, and Beta-II offered similar performance in their "standard play" modes; all were rated at approximately 240 horizontal lines, depending on speed, quality of tape, and other factors. In terms of audio, Video8 generally outperformed its older rivals.

1987- Digital Audio Tape (DAT or R-DAT) is a signal recording and playback medium developed by Sony and introduced in 1987.[1] In appearance it is similar to a compact audio cassette, using 4 mm magnetic tape enclosed in a protective shell, but is roughly half the size at 73 mm × 54 mm × 10.5 mm. As the name suggests, the recording is digital rather than analog.

1990 – A MiniDisc (MD) is a magneto-optical disc-based data storage device initially intended for storage of up to 74 minutes and, later, 80 minutes, of digitized audio. In the form of Hi-MD, it has also developed into a general-purpose storage medium. MiniDisc was announced by Sony in September 1992 and released that November for sale in Japan and in December for the USA and Europe.[

1992 – Small cassettes, also known as S-size or MiniDV cassettes, had been intended for amateur use, but have become accepted in professional productions as well. MiniDV cassettes are used for recording baseline DV, DVCAM as well as HDV.

1996 – In 1996 Sony responded with its own professional version of DV called DVCAM.

1999- Memory Stick is a removable flash memory card format, launched by Sony in October 1998, and is also used in general to describe the whole family of Memory Sticks. In addition to the original Memory Stick, this family includes the Memory Stick PRO, a revision that allows greater maximum storage capacity and faster file transfer speeds

1999- Digital8 (or D8) is a consumer digital recording videocassette for camcorders based on the 8 mm video format developed by Sony, and introduced in 1999.The Digital8 format is a combination of the older Hi8 tape transport with the DV codec.

2003 – The Universal Media Disc (UMD) is an optical disc medium developed by Sony for use on their PlayStation Portable handheld gaming and multimediaplatform. It can hold up to 1.8 gigabytes of data and is capable of housing video games, feature-length films, and music.

2004-HDV is a format for recording of high-definition video on DV cassette tape.The format was originally developed by JVC and supported by Sony, Canon and Sharp. The four companies formed the HDV consortium in September 2003. Conceived as an affordable high definition format for digital camcorders, HDV quickly caught on with many amateur and professional videographers due to its low cost, portability, and image quality acceptable for many professional productions.

2006 – Blu-ray Disc (official abbreviation BD) is an optical disc storage medium designed to supersede the DVD format. The plastic disc is 120 mm in diameter and 1.2 mm thick, the same size as DVDs and CDs. Blu-ray Discs contain 25 GB per layer, with dual layer discs (50 GB) being the norm for feature-length video discs. Triple layer discs (100 GB) and quadruple layers (128 GB) are available for BD-XL re-writer drives. The first Blu-ray Disc prototypes were unveiled in October 2000, and the first prototype player was released in April 2003 in Japan. Afterwards, it continued to be developed until its official release in June 2006.

Page 5: Group 4 MM-II Report-Sony Bravia

PRODUCT MIX

Sony has broadly two product category:1. Consumer Products: A consumer product is generally any tangible personal property for sale

and that is used for personal, family, or household for non-business purposes. 2. Professional Products: A professional product is generally used by expert and specialized

knowledge in field which one is practicing professionally.

We are more concerned about the consumer products. So we are provising the consumer products mix of SONY, which is as follows:

Television & Projector

Bravia Projector Public Display Panel

TV and Projector Accessories

HX925 Series Entry LCD Display Panel 3D Accessories

NX720 Series Compact Public Display Panel Internet TV

Page 6: Group 4 MM-II Report-Sony Bravia

Accessories accessories

NX520 Series Desktop Optional Display Stands

EX720 Series Installation HDMI Cables

EX520 Series Mobile

EX420 Series Home

CX420 Series Short Throw

Home Video

Blue-Ray Disc Player DVD-HDD Player Home Video Accessories

BDP-S480 DVD-SR750HP DLC-HEM15

BDP-S380 DVD-SR700HP DLC-HE30P

BDP-S370 DVD-SR660P DLC-HD20

BDP-S470B DVD-SR510P DLC-HD30

DVD-SR320

DVD-NS728HP

Home Theatre Systems

Blue-Ray Home Theatre System

DVD Home Theatre System

Home Theatre Component System

Home Theatre System Accessories

BDV-E980 DAV-TZ135 HT-CT350 HDMI Cables (DLC-HEM15, DLC-HE30P)

BDV-E880 DAV-DZ840K HT-DDW5500

BDV-E870 DAV-DZ640K

Page 7: Group 4 MM-II Report-Sony Bravia

DAV-DZ340K

DAV-TZ210

Compact Digital Camera

Cyber Shot Digital Camera Digital Photo Frame

Digital Still Camera (Series T, W Series, H Series ) HD Video Playback (DPF-HD1000, DPF-VR100)

Cyber Shot Accessories (Power and Accessories Kit, Carrying Case, Interface, Lens and Filter)

Standard (DPF-D810, DPF-A710)

Interchangeable Lens Camera

SLT & DSLR Camera (A-mount)

NEX Camera (E-mount)

SLT & DSLR Lens (A-mount)

NEX Lens (E-mount)

SLT & DSLR Accessories)

NEX Accessories)

SLT-A55V

NEX-5 Carl Zeiss Lens (SAL1635Z)

Lens (SEL16F28, SEL1855)

Power Power (2NP-FW50)

SLT-A35

NEX-3 Sony G Lens (SAL35F14G)

Carrying Kit/ Case

Shooting (LA-EA1)

SLT-A33

Fixed Focal Length

(SAL35F18)

Flash Case and Strap (LCS-EMC, LCS-EMB1A)

Zoom (SAL 2875)

Filter

Macro/ Teleconverters (SAL30M28)

Interface

Camcoders

Page 8: Group 4 MM-II Report-Sony Bravia

Handycam Video Camera Handycam Accessories

Hard Disk Drive (HDR-PJ50E) Power and Accessories Kit

Flash Memory Stick (HDR-TD10E) Carrying Case

Interchangeable Lens (NFX-VG20FH) Interface

Video Light

Lens and Filter

Microphone

Tripod

Tablets

Sony Tablet S Tablet Accessories

SGPT111IN/S SGP series Accessories

Storage Media and Accessories: It has got following product-line which include:

Product-Depth Models

Memory Card Memory Stick PRO-HG Duo, Memory Stick PRO Duo, Memory Stick Micro, SDHC Memory Card Class 10, SD/SDHC Memory Card Class 4, microSD/microSDHC Memory Card

USB Storage Media Micro Vault™ Classic, Micro Vault Click, Micro Vault™ TINY

External Hard Disk HD-EG5/B

Multi-Card Reader MRW62E-S2/S

Data Storage Media Blu-ray Disc – BNR25A and BNE25A, DVD – DPR and DMR series, CDR – CDQ series and CDRW series, Micro Floppy Disk - 10MFD2HDEF

Compact Flash NCFC4G

Video Media 8cm DVD – DMR series, DMW series and DPW series, DV Tape – 5DVM60R3, DVM-12CLD, 8mm Tape – 3P6 series, V8-25CLD, N8-90P2

Page 9: Group 4 MM-II Report-Sony Bravia

Audio Media Audio Tape – C90EFB,C90HFB, C60EEFB, C60HFB, Micro Cassettee - 3MC-60B

Storage Media LTO Ultrium 5 Format

Professional Media HD CAM – SR series and HD series, XD CAM

Portable Audio: It has got following product-line which include:

Product-Depth Models

Walkman Digital Media Players A series, E series, S series, W series, B series

Headphones EX monitor, XB Extra Bass, DJ monitor, Smartphone compatible, HiFi/ Home Theater, Lightweight, Street style, Fontopia, PC headset

Multi-media Speakers 2.1ch Speakers- SRS-D555, SRS-D8, SRS-D5, SRS-D4

Digital Voice Recorders PX series, UX series, SX series, Analogue series

CD/Radio/Cassette player CD Radio Cassette player – CFDS35CP, CFDS03CP, CFDS07CP, CFRS60CP

Radio Cassette player - CFS-B5SMK2/B

Radio Transistor Radio - ICF-F12S Clock Radio - ICF-C218/B

Audio Accessories Walkman accessoriesI. WM cables - WMC-NW20MU

II. Transmitters – TMR BT10, WLA-NWB1, HWSBTA2W

Cables/AC AdaptorsI. AC adaptors – ACU50A, ACU50AG

II. WM Cables - WMC-NW20MU III. HDMI Cables – DLC-HD30,DLC-

HD20, DLC-HE30P Microphone – FV220, FV120 Bluetooth Accessories Transmitters – TMRBT10,

WLA-NWB1, HWS-BTA2W

In-car Entertainment

Page 10: Group 4 MM-II Report-Sony Bravia

Xplod CD Receiver

Xplod in-car visual

Digital Media Players

Xplod amplifier

Xplod speaker/subwoofer

WX series Mobile display – XAV series and XVM series

DSX- S200

XM-SW series

Speakers – XS-GTF, XS-GTR and XS-GT series

MEX series

DVD player - MEX-DV1606U

DSX – S100

XM-GTX series

Subwoofers – XS-GTX series and XS-GTR series

CDX series

XM-GTR series

Games

PS2 PS3 PSP

Console – PlayStation®2 Console - PS3 Movie Bundle, PS3 – 320GB, PS3- 160GB

Console - PSP® 3004

PS2 Accessories - SCPH-10010E, 8MB Memory Card

PS3 Accessories – Wireless Controller, Motion Controller, Navigation Control, Move Starter Pack, PlayStation®Eye, PS3 BD Remote, Move Charger, Shooting Attachment

Product Line Consistency

Abrand must clearly define what it stands for and its entire product line must carry the same message even if the products are vastly different from one another. A brand charter must be drafted that explains what your products are for—and, just as importantly, what they're not for. New companies often make the mistake of trying to please everyone, and end up pleasing no one. Even if one enters a flooded marketplace, there is always a chance to make the brand and company stand out.

Sony has two well defined branches and its every product is consistent with either of the two images. Sony features in:

Page 11: Group 4 MM-II Report-Sony Bravia

Audio Products Visual Products

Product Type

Television & projector Visual

Home Video Visual

Home Audio Audio

Home Theatre System Audio/Visual

Compact Digital Camera Visual

Interchangeable Lens Camera Visual

Video Camera Visual

Tablet Visual

Portable Audio Audio

In- Car Entertainment Audio

Game Visual

All the products thus that Sony makes are consistent and all cater to the same need of the customer i.e. entertainment.

Product Life-Cycle

There are for stages in a product life cycle:

IntroductionIn the product introduction stage, the firm seeks to build product awareness and develop a market for the product.

Growth In the growth stage the firm seeks to build brand preference and increase the market share.

MaturityAt maturity stage the strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend the market share while maximizing profit.

Decline

Page 12: Group 4 MM-II Report-Sony Bravia

This is the last stage where the sales of the product starts declining and the product is either rejuvenated or the cost is reduced or the product is dropped or discontinued.

Life-Cycle of a Sony product

LCD TV’s were launched by Sony in the year 2005. This is the introduction stage of the product. The sales then began to improve and the growth rate was positive and high. This was the growth stage of the product and it lasted till 2009. In the maturity stage the growth rate began to decline and LCD TVs are in this stage at this point of time. In the year 2010, they introduced the 3-D TV. The bulk of the population that now has the LCD TV if buys a new TV will be more inclined to buy the 3-D TV also the population that want to buy a new TV will adjust either for the LCD TV or 3-D TV. So in general the sales of 3-D TV shall increase thus cannibalizing the sales of the LCD TV and thus LCD TV is expected to go into a decline phase and from where certain new features will be required to be added to the LCD TV in order to rejuvenate its sales. Same was the case with PS1 and PS2, and same was the case with PS2 and PS3 and thus we can arrive at a conclusion that Sony’s strategy normally is to cannibalize its own market before someone else eats up its market.

Marketing Mix

Putting the right product in the right place, at the right price, at the right time.

Page 13: Group 4 MM-II Report-Sony Bravia

"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E J McCarthy.The 4Ps are: Product (or Service)

Place

Price

Promotion

Let us now consider the case of Sony Bravia to understand this concept.

Product

Product tells us what does customer needs and how your product satisfies them. What features does it have and what is its usability? What does it look like and what are the different colours it is available in? How is it branded and how do you differentiate it from your competitors.

For example: Bravia has the following series each catering to a different customer need segment.

Its HX series has the following features:

HX series: Intelligent Peak LED

Motionflow™ XR 800

X-Reality™ PRO picture engine

OptiContrast and CORNING's Gorilla Glass Panel

Page 14: Group 4 MM-II Report-Sony Bravia

Full HD 3D features

Wi-Fi Integrated

Price

It helps us determine the value of the product to the customer, whether there are established price points, is the customer price sensitive, and how does it compares to that of our customer.

For example how price variation takes place among different models of Bravia?

Sony’s pricing strategy follows marketing skimming. They focus more on innovators, early adaptors and early majority. Market is highly price conscious and promotion driven market can be segmented in following categories:

The upgraders (approx 62%) First time buyers (approx 18%) Multiple set purchasers (approx 8%) Replacement purchases (approx 12%)

Product Placement

Sony uses both the organised and unorganised sectors to reach to its potential customers

Organised Sector: The sales for Sony products take place in this sector through Sony World, the modern retail stores, which houses extensive collection of Sony products under one roof. Besides Sony World, franchisees and other modern electronic megastore like Ezone and Next also contribute a significant chunk to the sales of Sony Bravia HD. It being a high end product so most of the sales (approx 90%) of its sales take place in this sector

Unorganised Sector: Only a fraction of sales of Sony Bravia HD takes place in this sector on account of limited needs and low per capita income. Small retailers and big electronic shops only are able to cater to public demands.

Page 15: Group 4 MM-II Report-Sony Bravia

Sony World across Indian Geography:

City Classification

Number of Sony World Centers

TIER I Chennai(7),Mumbai(10),Delhi(10),Kolkata(10), Hyderabad(10),Bangalore(10)

TIER II Ahmadabad(10), Pune(9), Nasik(2), surat(1), Jaipur(2), lucknow(1), Kanpur(3),

TIER III Trivendrum-1,Madhurai-2,Kochi-1,Coimbatore-2 mysore-1,salem-1,puducherry-1,vadodara(6), Darbhanga(1),Jamshedpur(1)

Vishakhapatnam(1),Faridabad(1),Ghaziabad(1),Amritsar(1),Chandigarh(2)

Sony world has his presence limited mostly to Tier-I and Tier-II cities which comprises the metro cities and other high population density cities catering mostly to service class. Tier-I cities constitute most of the Sony World in India with percentage as high as 56 while Tier-II cities have 25 % and 20% respectively of total Sony World.

Break-up of the Sony World Centers across Tier Class of Indian Cities

Page 16: Group 4 MM-II Report-Sony Bravia

Product Promotion: Sony uses all possible promotional medium to reach as large a share of Indian population as possible. This includes advertising, Sales Promotion etc.

1. Advertising : Sony extensively advertises its High Definition offering of Sony Bravia TV and there have been numerous campaigns including “capturing the emotions” and “colour” campaign. Means of Advertising:

1.1 Television Ads SONY has always focused on Informative Advertising. There advertisements are focused more on the features of their products i.e. High definition colors. They have not associated any brand ambassador to their product as they believe that their product features are strong enough to attract customers. In TV and cinema advertising, the competition to make big ideas and strong strategies work with original creative devices is intense. SONY believes that no matter what the cost is, the most important factors in a successful campaign are the creative processes behind – for example: This advertising campaign was launched in October 2008. Shot in location in India’s states of Rajastan and Uttar Pradesh. The 60 second Dominos video takes viewers on a journey on a tumbling journey of color, from a magnificent fort in Jaisalmer through a desert all the way to the Taj Mahal in Agra. It is their innovation and focus on features in their advertisements that they feature among top 20 most innovative advertisements of the world. The ad which featured in top 20 most innovative advertisements was the Paint ad which Jonathan Glazer directed. A condemned tower block in Toryglen in Glasgow, Scotland was covered in 70000 litres of environmentally friendly paint with the help of over 1400 separate explosions featured as imitation fireworks, concluding with a simulated "reverse demolition" of the building. This was filmed with a crew of 200 people over a 10 day period in July 2006. Apart from features they also want to focus that they are not selling the product but they want to sell the experience one would have when they buy SONY product. They always use their tag line “Color like no other” and focusing on the different shades of colour they want the customers to experience the shades of colour which is possible only through SONY Bravia. They would have this experience of differentiating colors and enjoying different shades of colour only through SONY Bravia.

1.2 Print Ads

Page 17: Group 4 MM-II Report-Sony Bravia

This was one of the most innovative prints used by Sony to promote Bravia via print add. These adds are put into magazines or newspaper so as to lure customers on the basis of product features so as to get differentiated from the competitors.

1.3 Place Advertising Sony also spends heavily on place advertising in the form of Billboards, Banners and Posters. Such has been the creativity and appeal of its place advertising that any of its banners have found place in “Most Creative banners”.

Sony Bravia’s one of the most creative billboard

1.4 Point of Purchase

A point-of-sale display (POS) is a specialized form of sales promotion that is found near, on, or next to a checkout counter (the "point of sale"). They are intended to draw the customers' attention to products, which may be new products, or on special offer, and are also used to promote special events. These are those promotional methods that the product uses in the stores where the customers purchase the product.

Advertisement Budget:Several considerations have to be made before deciding the advertising budget of Sony Bravia HD. These factors include:

a) Stages in Product Life Cycle : As already discussed Sony Bravia HD lies in growth stage of Product Life and thus necessitates the need for extensive expenditure on advertising.

b) Market Share : Sony occupies high market share and thus needs to spend heavily to sustain that.

c) Competition : Sony faces stiff competition from the likes of LG electronics and Samsung in the Television department. To keep itself ahead of the competition it needs to invest heavily in advertising.

Page 18: Group 4 MM-II Report-Sony Bravia

d) Advertising Frequency: Given the nature of its advertising campaigns which leave an imprint on the memory of the viewer/reader and also the high cost incurred in producing those campaigns Sony needs medium frequency but continuous advertising.

Advertising Frequency of Sony Bravia-HD

e) Substitubility: Sony Bravia HD being new product offering in the market and has not been substituted by any technologically advanced product yet hence limiting the expenditure on advertisement required for it.

2 Sales Promotion :Sony also promotes Sony Bravia HD through various Sales Promotion offers, discount etc.Sony gives free 3D glasses worth Rs. 6,980 and Skype camera worth Rs 4,990 with purchase of any of the three models of Sony Bravia.3D Bundle Offer : This offer gives the customer the opportunity to purchase Playstation,3D glasses, Skype Webcam, HDMI cable etc at a bundled discounted cost of Rs 20,000 on purchase of Sony Bravia TV thereby offering a total discount of Rs 13155.

3 Direct Marketing: Sony extensively interacts with its customers by sending them direct mails both electronically and also delivered to their homes. This can also include catalogue of their various new offering, their new sales promotion etc.

4 Word of Mouth: One of the biggest reasons for increasing sales of Sony’s product over the years are its superior quality and enriching experience which leads to a positive “Word of Mouth” promotion of its product.

5 Events and Experience:

The Drome(Dcember 2008): Sony filmed a large zoetrope called Bravia-Drome in Vaneria Italy to depict it’s motion interpolation technology, where three new frames are added per

Page 19: Group 4 MM-II Report-Sony Bravia

second to smooth the picture. Sixty-four images of the Brazilian footballer Kaká were used inside the BRAVIA-drome to demonstrate that with increased frame rate (speed at which the zoetrope rotated), there is increased smoothness of motion.

Sony sponsors major gaming tournaments like Sony Gamer Days. Sony is the official sponsor of Fifa 2011 and NBA super league games. It also sponsors many major VIP and Fashion Parties .Also Sony was the official sponsor of Fifa World Cup 2011


Related Documents