Sony 4p

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Place

Sony has an online presence in several formats, for example http://pro.sony.com/bbsc/home.do provides information on products and their prices. The site also has information on corporate applications for its offerings. Sony Product distributors that sell selling to VARs + System Integrators include: ASI Corp, Avnet Inc. and Bell Microproducts, Microland Electronics Corp. Wholesale distributors of Sony Products include but are not limited to : Best wholesale co. Ltd, Dongsheng International Trade Co. Ltd, Denzuke Network Sdn. Bhd., Front-Page Trade Co., Ltd.

Promotion

The company offers a Sony Card and a PlayStation Card, these are rewards cards credit cards which allows customers to earn redeemable points when they purchase Sony products and services. Sony implements a discount coupon program offering 25% to 50% discounts on products such as PC speakers, Blue-Ray Disc Players, notebooks and laptops. Sony's Rebate Zone website provides rebates such as the following $500.00 rebate (by mai)l following the purchase of a Sony HVR-V1U HDV Camcorder or a Sony HVR-DR60 Hard Disk Recorder/Player or a $300.00 rebate by mail following the purchase of a Sony HVR-A1U HDV Camcorder.

Process

Sony employs an umbrella branding strategy by placing the product name along with corporate name. This strategy lets the product to assume its own identity and positioning, but also draws strength of the corporate brand. The goal is to bolster consumer confidence in the product. Sony has used this strategy to launch new products. The company’s focus on its research and development (R&D) activities is evident in its expenditure of over $5 billion in 2009. The strong focus on R&D helped the company to launch technologically innovative products in the market. The strong focus on R&D would thus enable the group to revive its product base as needs are indicated by customers. Examples of this strategy include the introduction of BRAVIA, ZX1, a...
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