sony india- an overview

7/29/2019 Sony India- An Overview

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Rahul Saini- Dhruv Goswami

MBA 2 Sec- A


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22 May 2012:

Sony India achieves sales ofRs. 6,313

crorein FY11, Aims 30% growthin sales

inFY12India to be 5th Largest Contributor to

Global Sales by FY12


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BRAVIA is No.1 in Flat Panel Market with 18.8%

share (In Qty.) in CY11(As per Display Search)

CYBER-SHOT is No.1 in Compact Digital

Camera market with 34% share in FY11 (As per

Import Data)

VAIO for the first time hit No.1 share of 20% inQ4, 2011(As per IDC Report)


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Enhance existing distribution network from

10,400 in FY11 to 12,200 in FY12

Boost after-sales service with 285 service touch

points across India in FY12

Allocate marketing budget of Rs. 450 crore in

FY12

Plan headcount increase by 500, to take the total

no. to 3,800 in FY12


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BRAVIA, VAIO and Digital Imaging (Cyber-shot,

Handycam, Alpha & Photo Frame) have been thegrowth drivers of the business in India,

contributing 35%, 20% and 15%, respectively to

the total sales in FY11.

FY09 FY10 FY11Rs. 3,694 crore Rs. 5,446 crore Rs. 6,313 crore


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As per Display Search, Sony India hit Number Oneposition with 18.8% share (In Qty) in FY11.

As per latest GFK Research Findings, BRAVIA isthe top selling brand in all screen sizes right from22/26 inch up to 46/55 inch.

Sony BRAVIA Internet TV has been the favourite in

India, garnering a whopping market share of53% ofInternet TV (with Browser) Sales in CY11.

In FY10, Sony sold 8.3 lakh BRAVIA TVs, whichwent up to 9 lakh units by end of FY11.


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Sony retains its No.1 position in Compact DigitalCamera market with an unbeatable market share of

34% (In Qty.) in FY11 (As per Import Data), which ismuch ahead of the nearest competitor.

In FY11, Sony sold 11 lakh Cyber-shot cameras,which is expected to go up to 14 lakh units by end

of FY12. SONY Handycam has approximately 90% share of

the camcorder market, and Sony is the only playerto drive this market in India.


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As per Customer Equity Tracking Study done byNielsen in March 2012, Sony has been ranked asthe No. 1 brand that comes to consumers mind,

when prompted with the word GeneralElectronics.

Sony obtained highest satisfaction scores with thebiggest gap noted forRetail Price Stability, from the

competition. This is a result of our DealerSatisfaction Study done by Nielsen, where selecteddealers were asked to give an overall satisfactionrating from a scale of 1 to 10 for each company


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Sony plans to increase its sales turnover by 30% in FY12

Time period FY11 FY12 (Est)Headcount

Rs. 6,313 crore 30% over FY11FY12 Marketing Calendar

Sony Indias brand campaigns for Cyber-shot (with Brand

AmbassadorDeepika Padukone) and Handycam are currently on-air.

They started from last week of April and will be visible till end of

May, 2012. VAIO campaign, with Brand Ambassador, Ms. Kareena

Kapoor, is expected to hit in June, 2012 followed by BRAVIA

campaign in the month ofAugust, 2012.


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Sales Channel Expansion

Service Operation Enhancement

Aggressive Brand Promotion

Local Talent Development


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Sony has its footprint across all major towns andcities in the India through a very wide distributionnetwork. Currently Sony has 10,400 sales channels

including brand shops, national chain stores anddistributors. Sony plans to aggressively increasethe network to 12,200 channels by FY12.

Time period FY09 FY10 FY11 FY12 (Est.)

Service

Network4,400 6,300 10,400 12,200


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Customer Centricity is part of Sonys DNA. Sony

currently has 255 conveniently located service touch-

points, which it plans to step-up to 285 by FY12

Sony has gained No. 1 position for after sales support,

which is a reflection ofSonys excellent service quality

provided to its customer.

Timeperiod FY09 FY10 FY11 FY12(Est.)Service

Network 214 234 255 285


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Sony followed a strong brand promotion strategy and invested Rs. 360 crore

in FY11. All the brand campaigns were supported with extensive Above-the-

line and Below-the-line activities, including print and television commercial,

Web, PR, cinema and shop-front. In FY12, Sony plans to pump up an

investment of Rs. 450 crore, which will be in sync with the business growth.

Time period FY09 FY10 FY11 FY12

Investment Amt Rs. 250 crore Rs. 350 crore Rs. 360 crore Rs. 450 crore

Sony India has a very favourable presence over the digital domain as well and

the website (www.sony.co.in) is a ready reckoner for product information, retailoutlets and help guide and tutorials for product usage. With about 3 crore visit

in FY11 alone. Sonys Facebook page has more than 6.5 lakh fans and over 5

lakh channel views on youtube.
http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/http://www.sony.co.in/


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Sony plans to increase its manpower by 500 employees in FY12,

to match the growing business requirement.

Time period FY09 FY10 FY11 FY12Headcount 2,000 2,500 3,300 3,800

Sony India has the highest score based on parameters such as Talent

Management, Innovation, Collaboration, Empowerment, Leadership, Values &

Objectives etc

Sony India also has a very low attrition rateVacancies are quickly replenished with fresh talent, Sony India works towards

creating a strong career development programme for existing employees which

helps limit the attrition.

Sony has also facilitated Indian employees with international career

opportunities to work in Sony Group companies across the world


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sony india- an overview

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