SONY

PRESENTED BY:

KUNAL ASSUDANI
ANIKET BUSHAL
ROHIT PATEL
 COMPANY PROFILE
• In 1958, company formally adopted Sony
Corporation” as its corporate name.
• Company name of Sony was created by combining
two words of “sonus” and “sonny”.
•Significant product milestones included :
Japan’s first transistor radio (1955)
Trinitron color television (1968)
Walkman personal stereo (1979)
Handycam videocamera (1989)
PlayStation (1994)
Blu-ray Disc recorder (2003)
PlayStation3 (2006).
 4P’S OF MARKETING----SONY

I. PRODUCT
II. PRICE
III. PLACE (DISTRIBUTION)
IV. PROMOTION
 CATEGORISATION OF SONY PRODUCTS

TELEVISION AND PROJECTORS

HOME VIDEO
HOME AUDIO
HOME THEATRE SYSTEM
DIGITAL PHOTOGRAPHY
HAND CAM VIDEO CAMERA
COMPUTER PERIPHERAL
PORTABLE AUDIO
GAME
IN-CAR ENTERTAINMENT
MOBILE PHONES
STORAGE AND RECORDING MEDIA
BATTERIES AND CHARGER
OTHER ACCESSORIES
 NOTABLE SONY PRODUCTS

SONY VIDEOCAMERA SONY LAPTOPS

HOME THEATRE

PLAY STATION 2X SONY PCS 11

 SONY VCR

Sony's BRAVIA series HDTV

SONY PLAYSTATION 2
SONY DISCMAN
 Market Share
LCD’S
• Sony reportedly jumped from 4th place to 1st
worldwide during 4th quarter of 2005
• 56% of output came from screen sizes 32
inches & larger (the highest of any top end
supplier)
• Also Number 1 in 26”-27” & 22”-23” markets
coverage
 PRICE
 SONY BEING A COMPANY WHICH EMPHASIZE PRODUCT QUALITY, IT TENDS
TO SELL ITS PRODUCTS WITH PRICE RANGE FROM MODERATELY-HIGH TO
HIGH-PRICES, DEPENDING ON THE USE AND THE TARGETED
CUSTOMERS.

EXAMPLE- LETS CONSIDER SONY SERIES OF VAIO LAPTOPS. SONY HAS

TRIED TO CATEGORIZE THE LAPTOPS ACCORDING TO STYLE, USER,
PURPOSE, MOBILITY AND PERFORMANCE, AND EACH A CORRESPONDING
PRICE. THE LAPTOPS SOLD BY SONY IN INDIA INCLUDE A SERIES OF
SONY VAIO, THIS ARE VAIO SR, VAIO FW, VAIO TOKAGE, VAIO CR,
VAIO NR, VAIO TZ AND VAIO SZ.
 PRODUCT PRICE(Rs.)

VAIO SR 75000

VAIO FW 80000-125000

VAIO CR 40000-65000

VAIO NR 40000-50000

VAIO TZ 115000-140000

VAIO SZ 124000
 Promotion
 PROMOTION IS A KEY ELEMENT OF MARKETING PROGRAM AND IS CONCERNED WITH
EFFECTIVELY AND EFFICIENTLY COMMUNICATING THE DECISIONS OF MARKETING
STRATEGY

“SONY MARKETING COMMUNICATION MIX”

SONY INDIA WILL SPEND RS 200 CRORES IN THIS FINANCIAL YEAR ON

ADVERTISING AND PROMOTION (PROMOTIONAL BUDGET) OF THE ENTIRE RANGE OF
CONSUMER ELECTRONICS.

THE MAJOR ELEMENTS OF PROMOTION MIX INCLUDES –

1.)ADVERTISING
2.)PERSONAL SELLING
3.)SALES PROMOTION
4.)DIRECT MARKETING AND PUBLICITY

SONY CORPORATION HAS USED ALL OTHER MARKETING COMMUNICATION MIX

ELEMENTS ALSO.
 Place (Distribution)
SONY DISTRIBUTES ITS PRODUCTS THROUGH-
1.)ZERO-LEVEL CHANNEL
2.)ONE LEVEL CHANNEL
3.)TWO-LEVEL CHANNEL
IN INDIA, SONY HAS USED THE METHOD OF ONE-LEVEL DISTRIBUTION CHANNEL

MANUFACTURER

RETAILER

CUSTOMER