Market mix of Sony
I will refer to this company how it has diversify its market products, the price range, places for distribution and the promotional strategies they have used to promote their products. SONY Corporation In Brief Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world’s largest media conglomerate with revenue of US manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets. Its name is derived from Son’s, the Greek goddess of sound.
Sony Corporation is the electronics business unit and the parent company of the Sony Group, which Is engaged in business through its five operating segments-?electronics, games, entertainment (motion pictures and music), financial services and other. These make Sony one of the most comprehensive entertainment companies in the world. Sonny principal business operations Include Sony Corporation (Sony Electronics In the U. S. ), Sony Pictures Entertainment, Sony Computer Entertainment, Sony BMW Music Entertainment, Sony Ericson and Sony Financial Holdings.
As a semiconductor Akers, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company’s slogan Is Sony. Like no other. SONY products The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want. Product decision normally base on brand name, Functionality, styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services.
These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and Improved things, which is why marketers would Improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer. Sony has a variety of products ranging from electronic devices, games and entertainment. So, briefly Sony products Projectors: Brave LCD TV, CRT TV, Home theatre projector, Business Projector, Public Display Panel.
Home video: Blue-ray disc player, DVD player, DVD portable player. Iii. Home Audio: HI-If Systems, Home audio accessories. E. G. Digital media port. Home Theatre system: DVD Home Theatre System, Home Theatre Component System, Home Theatre System Accessories. V. Digital Photography: Digital SSL, Coversheet Digital Camera, Digital Photo Printer, Digital Photo Frame. Hand cam video camera: Handyman high definition video Camera, Handyman Standard Definition Video Camera, Handyman Accessories, Digital Photo Printer, Digital Photo Frame. Ii. Computer Peripherals: AVIVA laptops and computers, AVIVA accessories, Business Projectors, Memory Stick. Viii. Portable Audio: Walkway amp series, CD Walkway series, CD/Radio/Cassette player, Radio, Voice recorder, Audio Accessories ‘x. Game: Pollination 3, Pollination 2, SSP (Pollination Portable) x. In-Car entertainment: Exploded CD receiver, Exploded in car visual, Exploded Cassette receiver, Exploded Amplifier, Exploded Speaker/Suborder. Mobile phones: Phones, Phone Accessories.
Storage and Recording media: Memory Stick, USB storage media, Data storage media, Video Storage media, Audio media, Storage media, Professional media. Xiii. Battery and Charger SONY Promotion Brief Introduction: Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customers’ perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company.
A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers , their features and influence their attitudes favorably. Advertising: SONY has advertised its products through many different ways and media. Through TV we have seen different advertisements of its products such as Brave televisions or Sony wage TV. Sony also advertise its products by targeting those favorable television programs, like sports, series and also it has its own channel called Sony TV channel.
Sony uses some events like Miss Indignant to promote its products. Also, Sony has advertised its games like Pollination 3, Pollination 2 and SSP using sports like football in England premiere league. Through newspapers like Times of India, Sony has advertised a wide range of products it offers to its customers. And also through Posters a message has been sent to a lot of people to be aware of the products which Sony offers. Sony also uses erect – response advertising.
This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or the internet. Such advertising is done through direct mail or catalogues. Sony incorporates co-operative advertising in its advertising process. Sony corporation provides the dealers (e. G. Sony World) with the materials and guidelines to develop ads for print, television or radio commercials. This ensures that message is in line with, what the manufacture wants to communicate.
The company and the dealers usually share the media costs and hence, the name ‘co-operative advertising. Of incentives techniques to structure sales – related programs targeted to customers, trade, and/or sales levels that generate a specific, measurable action or response for a product or service. Sales promotions for example includes free samples, discount, rebates, coupons, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc. Sony has promoted its products through different sales promotional strategies.
For example after the release of the Sony BRAVE television sets, Sony promoted them by earl bird prizes by saying that all BRAVE full HAD Lists purchased during July 2008 and registered within two weeks of purchase qualify for a Bonus Pollination 3 as long as the customer claims is one of the first,OHO received and validated by Sony. Also Sony has promoted its Sony Ericson Pl I phones by including a scratch cards which gives the customer the offer to download 10 free software application for that mobile phone.
Sony Ericson has also promoted its Sony Ericson Kiwi Mid-Range Cyber-shot Phone that if you buy it o get a free Bluetooth headset with one year manufacturer’s warranty Public Relations and Publicity: Public relations is a broad set of communication activities employed to create and maintain favorable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies and officials and society in general. Through its website, Sony corporation has its provided contacts for those customers who will be in need of any information from the company. Read also PlayStation SWOT Analysis.
In this way Sony can create a mutual relationship tit its customers and ensure that it serves the wishes and demands of its customers. SONY Place (Distribution) Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers.
Sony being the company which positions itself as a seller of durable and high-end products, it is racketing selective distribution of its products from the selective dealers I. E. SONY World. Apart from this there are grey-markets in India and other countries where a practice of intensive market coverage is practiced, and the products in these kind of markets normally do not posses all the features and benefits which Sony offers e. G. Warranty and guarantee. Sony distributes its products in various channels.
