SONY BRAVIA 3D HDTV
2010 MARKETING AND PROMOTION PLAN
ALLA ABRAMYCHEVA MICHAEL GUZMAN FARAN MAQSUD KEITH McMURDY ANDREW YAKOVLEV
PREPARED FOR PROFESSOR DAVID DIAMOND MKT 9703 MARKETING MANAGEMENT CUNY BARUCH ZICKLIN SCHOOL OF BUSINESS 5/2010
TABLE OF CONTENTS
SONY ADVANTAGE p.3 COMPANY AND PRODUCT PROFILE p.4 SWOT AND COMPETITOR ANALYSIS p.7 MARKETING PLAN OBJECTIVES p.10 CUSTOMER TARGETS AND SEGMENTS p.12 MARKET POSITIONING p.14 IMPLEMENTATION GUIDELINES p.16 PROMOTIONAL PLAN p.17 CONCLUSION p.19
! Sonyʼs television business is uniquely positioned to thrive in today's consumer electronics marketplace. Other manufacturers have accepted the commodiﬁcation of their wares, focusing on price points and generic television advertising strategies. The introduction of 3D in their eyes is another gimmick for pitching technological superiority. We propose that Sony takes advantage of this miscalculation and grabs a signiﬁcant lead in consumer mental space by focusing on consumer enthusiasm generated by experiencing the immersive world of 3D. Sony is the only company in the space that can create a complete 3D environment using solely its own equipment and content. That is its largest competitive advantage and needs to be leveraged to the maximum when communicating the value proposition. This needs to be done on a mass scale, with publicity and public excitement.
! Sony Corporation (Sony), founded in 1946, is the world's second-largest consumer electronics maker after Samsung, with FY2009 revenues exceeding $82.57 billion. Its diversiﬁed operations are spread across electronics, games, entertainment, and ﬁnancial services categories. The group is headquartered in Tokyo, Japan and employed about 180,500 people as of March 2008. The company operates globally in over 200 counties across Japan, North America, Europe, and Asian countries. The company's current slogan is “Make Believe”. ! Over the years, the group has established a strong brand image in global markets, which increases its bargaining power and makes its entry into new product segments easier. Sonyʼs Brands include: BRAVIA®, Vaio®, Cyber-Shot®, and PlayStation®. ! In 2010 the forefront of the company's mission will be the shift to 3D. According to Sony chairman Howard Stringer, 3D is "the next great consumer experience." Stringer said, “We intend to take the lead in 3D. We are the only company fully immersed in every part of the 3D value chain." Sony will begin selling 3D TVs in Japan on June 10 and worldwide at about the same time. Sony said it expects 3D televisions to make up between 30% and 50% of all sets it sells in FY2012. STANDARDIZED PRODUCTS Video Equipment Mfg LCD Screen Mfg Video Game Console Mfg Electronic Computer Mfg Movie Production Consumer Electronic Components Latest Revenue in Millions USD
FY09 REVENUE 23159.40 12747.73 9840.55 9417.51 7169.30 6619.15
% REV 29.98% 16.50% 12.74% 12.19% 9.28% 8.57%
Source Bloomberg Finance L.P.
! BRAVIA® is the brand Sony uses to market its high-deﬁnition LCD televisions, projection TVs and front projectors, along with its home cinema range under the sub-brand BRAVIA® Theatre. The BRAVIA® 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 BRAVIA® logo since 2005. The BRAVIA® brand uses the slogan "Color like no other." ! 3D TV is a generic term for a display technology that lets home viewers experience TV programs, movies, games, and other video content in a stereoscopic effect. It adds the illusion of a third dimension, depth, to current TV and HDTV display technology, which is typically limited to only height and width ("2D"). To get true 3D content, you will also need 3D glasses, access to 3D broadcast programming and/or a 3D Blu-ray disc player, and 3D movies. ! A wide selection of exciting 3D content will be...
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