Sony Corporation

Sony Corporation

ソニー株式会社

Hardik .P. Panchal S.YB.M.S ROLL NO- 16 TEACHER INCHARGE: Amisha mam Company Logo

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