Sony Marketing Mix

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  • Topic: Sony, VAIO, Sony Computer Entertainment
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  • Published : September 11, 2010
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Submitted By: Submitted To: M.Umair Sheikh Mam. Anushey Reg# NI-F7-BBA-212 3rd Semester Date: 21st October, 2008 Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. There are four P’s in marketing mix which are: 1. 2. 3. 4. Product Price Place (Distribution) Promotion. SONY Corporation 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. SONY Products The first market mix element is Product. A product is anything that can be offered 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 are 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: 1. Television and Projectors. 2. Home video. 3. Home Audio. 4. Home Theatre system. 5. Digital Photography. 6. Hand cam video camera. 7. Computer Peripheral. 8. Portable Audio. 9. Game. 10.In-Car entertainment. 11.Mobile phones. 12.Storage and Recording media. 13.Batteries and Charger. 14.Other Accessories. A. Television and Projectors In the category of television and projector, Sony has further subdivided its products in different models, style and performance. In this category we have several other sub categories and designs which are: • • • • • Bravia LCD TV. CRT TV. Home theatre projector Business Projector. Public Display Panel. As it can be seen above, Sony has tried to cover many areas where the Need of displaying devices are of great need. For example here we can see that Sony has tried to fulfill the demand of displaying devices from the home television sets, Office projectors and Public display panels to cover different needs and the size of the people in need of those displaying devices. 2 B. Home Video In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blue- ray has been launched along with the devices which can be used to run such a latest storage technology. In these categories, Sony has included home video systems and accessories which can enable the user to record various favorite TV programs. These products include: • •...