SONY has produced a lot of various varieties of portable audio whose main target are the youth of the new generation. The sub-categories of these portable audio produced by SONY are: • Walkman mp3 series
• CD Walkman series
• CD/Radio/Cassette player
• Voice recorder
• Audio Accessories
The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor. So far, SONY has advertised its products through many different ways and media. Through TV we have seen different advertisements of its products, SNOY also advertise its products by targeting those favorable programs, like sports, series and also it has its own channel called SONY TV channel. SONY uses some events like MISS INDIA 2008 to promote its products. SONY also uses direct-response advertising. This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or internet. Such advertising is done through direct mail or catalogues. SONY incorporates co-operative advertising in its advertising process. SONY Corporation provides the dealers with the materials and guidelines to develop ads for print, television or radio commercials. This ensures that messages are in line with, what the manufacture wants to communicate. The company and the dealers usually share the media costs and hence, the name ‘co-operative advertising’. Sales promotion is a marketing discipline that utilizes a variety of incentives techniques to structure sales-related programs targeted to customers, trade and/or sales levels that generate a specific, measurable action or response for a product or service. Sales promotion for example includes free samples,...