Sony Marketing Plan
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
SONY ADVANTAGE
! 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.
3
PROFILE
! 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
®
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
SONY ADVANTAGE
! 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.
3
PROFILE
! 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