Sony Bravia Marketing Mix

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  • Topic: Sony, Blu-ray Disc, High-definition television
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  • Published : January 9, 2013
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A Project Report
On
Sony Bravia

BRAND MANAGEMENT

SUBMITTED BY:
ashish gupta

Contents

Company Profile3
Communication Strategy:4
Brand Strategy:7
Brand association:9
Brand Identity:9
Positioning:10
Understanding the Environment10
Understanding the Customer11
Understanding the Product12

Company Profile

Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world's largest media conglomerate with revenue of US$88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets. Its name is derived from Sonus, the Greek goddess of sound. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments—electronics, games, entertainment (motion pictures and music), financial services and other. 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 BMG Music Entertainment, Sony Ericsson and Sony Financial Holdings. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company's slogan is Sony. Like no other. 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" range for its parent company Sony KK. The name is an acronym of "Best Resolution Audio Visual Integrated Architecture". All Sony high-definition flat-panel LCD televisions in North America have carried the logo for BRAVIA since 2005. BRAVIA replaces the "LCD WEGA" which Sony used for their LCD TVs until summer 2005 (early promotional photos exist of the first BRAVIA TVs still bearing the WEGA moniker). Bravia televisions and their components are manufactured in Sony's plants in Japan, Mexico, and Slovakia for their respective regions and are also assembled from imported parts in Brazil, Spain, China and Malaysia. Principal design work for BRAVIA products is performed at Sony's research facilities in Japan, at the research and development department at the Sony de Mexico facility in Baja California, Mexico and at the Sony Europe facility in Nitra, Slovakia.

Communication Strategy:

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. 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,...
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