Sony Marketing Mix

Topics: Marketing, Distribution, Marketing management Pages: 2 (486 words) Published: September 6, 2012
Marketing Mix

The first market mix element is Product. A product is anything that can beoffered to a market for attention, acquisition, use or consumption that might satisfy a need or want.Product decision normally base on brand name, Functionality, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things,which is why marketers should improve existing products, develop new ones,and discontinue old ones that are no longer needed or wanted by the customer. Sony has a variety of products ranging from electronic devices, games and entertainment. So, briefly Sony products can be categorized in the following major product categories: i.Television and Projectors.

ii.Home video/audio.
iv.Home Theatre system.
v.Digital Photography.
vi.Hand cam video camera.
vii.Computer Peripheral.
viii.Portable Audio.
x.In-Car entertainment.
xi.Mobile phones.
xii.Other Accessories.

Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customers’ perceptions to facilitate exchange betweenthe marketer and the customer that may satisfy the objective of both customer and the company.A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers , their features and influence their attitudes favorably. The major elements of promotion mix include advertising, personal selling,sales promotion, direct marketing, and publicity. Sony Corporation has used all of these marketing communication mix elements. SONY advertise its product through different ways in media like TV, internet and mail.

Place (Distribution)
Decisions with respect to distribution channel focus on...
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