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GROUP NO :3

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Made by hetal mistry

Table of contentsIntroduction1

History2

MISSION AND VISIONS5

Origin of the name3

OBJECTIVES7

BENEFITS 6

PRODUCTSPRODUCTS4

DIFFERENCIATION9

SWOT ANALYSIS10

Marketing Mix(Place)8

COMPETITORS ANALYSIS9

CASE STUDY11

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Welcome to

• Multinational corporation headquartered in Mintao (Japan).

• One of leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets.

• The company's slogan is Sony. Like no other.

• Sony corporation is the electronics business unit and

• the parent company of the

FINANCIAL SERVICE

ALL OTHER

PICTURES

ELECTRONICS

GAMES

SONY

BMG

SONY

ERICSON

TV LCD

INTRODUCTION

Sony Group.

History•In 1945, after World War II, Masaru Ibuka started a radio rapair shop in Tokyo. •The next year, he was joined by his collegue Akio Morita and they found a companny which translates in English to Tokyo Telecommunications Engineering Corporation.•The company built Japan's first tape recorder called the Type-G.•In the early 1960s, Ibuka traveled in the United States and heard about Bell Labs’ invention of the transistor. •He convinced Bell to license the transistor technology to his Japanese company. •In August 1955, Tokyo Telecommunications Engineering released the Sony TR-55, Japan's first commercially produced transistor radio.

History(Cont…)

• IN MAY 1956, THE COMPANY RELEASED THE TR-6, WHICH FEATURED AN INNOVATIVE SLIM DESIGN AND SOUND QUALITY CAPABLE OF RIVALING PORTABLE TUBE RADIOS.

• IT WAS FOR THE TR-6 THAT SONY FIRST CONTRACTED "ATCHAN", A CARTOON CHARACTER CREATED BY FUYUHIKO OKABE, TO BECOME ITS ADVERTISING CHARACTER.

• NOW KNOWN AS "SONY BOY", THE CHARACTER FIRST APPEARED IN A CARTOON WHICH IS HOLDING A TR-6 TO HIS EAR.

• IN 1957, TOKYO TELECOMMUNICATIONS ENGINEERING CAME OUT WITH THE TR-63 MODEL, THE SMALLEST (112 × 71 × 32 MM) TRANSISTOR RADIO IN COMMERCIAL PRODUCTION.

• IT WAS A WORLDWIDE COMMERCIAL SUCCESS.

ORIGIN OF THE NAME• The name "Sony" was chosen for the

brand as a mix of two words. One was the Latin word Sonus which is the root of "sonic" and "sound" and the other was "sonny", a familiar term used in 1950s America to call a boy. Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own.

• At the time of the change, it was extremely unusual for a Japanese company to use Roman letters instead of kanji to spell its name.

Consumer & professional electronic equipment

Communication & information-related equipment

SemiconductorElectronic devices &

componentsBattery

ChemicalsPlayStation

Blu-rayProducts of sony

http://en.wikipedia.org/wiki/File:Sony_logo.svg

Mission & Vision• Mission - Sony is working to

create value for its stake holders, and improve the quality of life for the next generation through their innovations.

• Vision - They seek new approaches to transform their ability to achieve both profitablity and sustainable growth.

BenefitsThe new solution has resulted in the following benefits:• Sony was able to attract more visitors to the web site

and encourage them to shop online by providing a more personalized experience.

• It provided real-time visibility into all aspects of the business to internal stakeholders resulting in efficient decision making.

• It enabled centralized management and reporting by system administrators resulting in more active involvement and effective monitoring.

• Because the system maximized the use of the Microsoft e-Commerce platform, it took relatively less time to go from design to deployment.

Objective• To know the consumer

behavior about the product.• To know the kind of feature

and service providing to get loyal customer.

• To know the competitor strategy against the Sony and that effects Sony sales or not.

• To kind of promotion that using to distributors and what is their behavior about Sony brand in between so many brands.

Marketing Mix(4P’s)1. Product2. Price 3. Place4. Promotion

Differentiation• It is the ability of a brand to

be able to distinguish itself from its competitors.

• A brand should be as unique as possible.

• Brand health is built and maintained by offering a set of differentiating promises to customers and delivering those promises to average value.

• Knowledge is the extent of the consumer’s awareness of the brand and understanding its identity.

Competitor Analysis• There is two most competitor

in panel Samsung and LG.• In case of Camera Nikon and

Canon is strong competitor.• For capturing the panel

market LG giving the IPS panel at a low price and Samsung giving the full ID on maximum model at low price.

• But in case of home theater or music system there is no any competitor of Sony brand.

• It covers the 95% market of India.

SWOT ANAYSIS1. STRENGTHS Innovation Quality Product differentiation Location Repetitive Buyers Strong Corporate brand identity i. Ranked 29th in top 100 ii. Sony brand value will be increased yearly Service center Sony’s Research and

Development abilities

CONT….2. WEAKNESS Maintain Multiple

FunctionLack of promotionLow as sales Too expensive and far

away from consumers High shipping and long

deliver process This all effects Sony’s

operating performance

CONT….3. OPPORTUNITIES Focus on emerging market’s

economies Sony has gained success in

India Market Sony’s growth depends on

performance in emerging markets

Potential to become best Gallery

Sales can be increased In India plans to introduced new

region language games Sony transferring technology

for its games from its London studio to India

CONT….4.Threats

Unfavorable foreign exchange rateSony’s international market

sales value 75.8%Japan’s currency appreciated

against US dollar and EuroSony’s products more

expensive; sales to dropWorsening economic

situation Sony’s main markets are US,

Japan, and Europe; all suffered economic downturn

Laws and regulations Protect environment, human

health, and safety

Case Study

• Sony has followed bring it first strategy.

• Others followed Sony for the launch.• 10-percent of the company’s sales

were committed to research and development.

• Rapid innovation• Out-dating it’s own product.• Launching only when market is

ready.• Changes in the consumer

marketplace rather than by defense industry expenditure.

Conclusion •The current marketing mix which Sony Corporation has is satisfactory to customer needs. As it can be clearly seen that Sony as a company has expanded its products & services from electronic and digital devices to television broadcasting (SET) & entertainments like music (Sony BMG) & movie production.

•In providing a wide range of products & services with high quality, Sony has by far influenced most of the consumers perception favourably towards its products.

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