Sony Nvm Comms Plan 2008

NVM FY2008 Communications Proposal Prepared March 2008 Chris Gordon Marketing Communications

Business Background
• There is sustained growth in the CCTV/IP Monitoring Industry. • The business of security is becoming more complex, with high demands placed upon personnel. • In 2006 Sony introduced DEPA and Intelligence to create a proactive system to aid and assist security personnel. • Now Sony introduces to market a range of MegaPixel cameras.

Role of Communications
• Launch the new MegaPixel line up • Continue to development the 2nd Tier sales channel. • Create awareness and generate demand for the Sony portfolio of Video Security products • Position Sony as the market leader in the security industry, binging to market innovation in product and systems workflow that is designed to meet the demands of security applications.

Campaign 1 – MegaPixel Launch
Business Objective:
Bring to market new cameras in during 1st half including the MegaPixel range. In 2nd Half introduce the new NSR/RSM platforms to consolidate our line up and enable specialists and integrators to deliver open source solutions.

Communications Objective:
Launch the new line up of cameras. Differentiate our products from the competition by showing how and why Sony delivers the right product designed to meet the needs of the security industry. Create awareness across Europe in key industry titles generating sales leads driven back to channel Create strong identity for Sony in Security industry

Campaign 2 – Channel Development
Business Objective:
Continue to develop our route to market though the 2nd Tier channel enabling greater opportunities for sell-out of product by non-specialist. Develop key accounts to achieve push/pull for Sony within security industry

Communications Objective:
Educate new partners on the market, opportunities and provide the required resources for their product and sales learning. Provide sales channel with product, solutions and technical... [continues]

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