A New Product for Happiness and Its Marketing Strategy

Hofstra University | Marketing Strategy Report | A New Product for Happiness and Its Marketing Strategy | | Andy Sun | 12/17/2012 |

Professor Yoo MKT203 Marketing Analysis and Management |

CONTENTS

Executive Summary……………………………….……………………...…………………3
1. Introduction………………………………………………………………….……………3
1.1 The Company…………………………………………………………………....………...3
1.2 The Product ...............................................................................................................…......3
1.3 The Market …………….………………………………………………………..………...4
1.4 Definition of Happiness …………….………………………….……………..…………...4
2. Situation Analysis…...………………….………………………….…………………...…..4
2.1 Product Features and its Description…………..………………………….……….………4 2.2 Core Target and its Size…………………………………………………………………5 2.3 Market Size Analyzed and Estimated …………………………………………..……....5 2.4 Rival Products and Product Positioning ………………………………………………...6
3. Marketing Strategy………………..…………………………………………………….….7
3.1 Distribution strategy ……………………………………………………………...……..…..7
3.2 Service strategy………………………………………………………………………..…….7
3.3 Pricing Strategy …………………………………………………………………….….…..8
3.4 Advertising Strategy …………………………………………………………..……….…..9
3.5 Sale Promotion Strategy ……………………………………………………..………….…9
3.6 Sale Strategy ………………………………………………………………………..….…..9
4. Financial …………………………………………………………………………………….10
4.1 Sales Forecast ……………………………………………………………………………….10
5. Competitiveness Analysis.………………………………………..………………………….11
Reference……………………………………………………………………..………………12
Appendices…………………………………………………………………….……………..13

List of Tables and Figures
List of Tables
Table 1.0 Product Positioning Map …………………………………….……..………….…..…6

List of Figures
Figure 1.0 Family Income Level……………………………………………..………………..…..5
Figure 2.0 Market Price

References: Factiva. (2012, December). Business and Company Description. Sony Corp. Retrieved from Factiva on 12/10/2012 http://global.factiva.com.ezproxy.hofstra.edu/pcs/default.aspx Chen, WS (2002), ‘Longman active study English-Chinese dictionary’, 1st edn, SH: Shanghai Foreign Language Education Press. Census.gov. (2010). 2010 Census: United State Population Profile Maps. Retrieved from Census.gov on 12/08/2012 http://2010.census.gov/2010census/# Kabushiki Kaisha. (2012). Unites States Securities and Exchange Commission Form 20-F of Sony. P. 32. Retrieved from Factiva on 12/10/2012. Kabushiki Kaisha. (2012). Exchange rate between Yen and US Dollars. Unites States Securities and Exchange Commission Form 20-F of Sony. P. 6. Retrieved from Factiva on 12/10/2012. Kabushiki Kaisha. (2012). Revenues of Sony Home Audio and Video. Unites States Securities and Exchange Commission Form 20-F of Sony. P. 27. Retrieved from Factiva on 12/10/2012. Joseph, O.H. (2011). BBC Worldwide, Sony unveil global distribution strategy. Retrieved from RAPID TV NEWS on 12/12/2012.