Sony began as a small Japanese electronics company, catapulted to success after it produced the first successful pocket-sized transistor radio in the 1950's. Today, Sony Corporation is one of the world's largest media conglomerate companies, with FY 2007 annual revenue of 9.06 trillion, or $86.8 billion. Based in Minato, Tokyo, it operates in the U.S. under the umbrella company, Sony Corporation of America. Sony is a leading manufacturer in electronics, video equipment, televisions, video games, information and communications technology, and semiconductors. Its business operations also span motion pictures, computers, music, and finance.Target segment
Consideration of the quality of the products and services offered , The only problem is that, Sony has priced its products too expensively for a middle or lower class customer to afford to buy those products. Apart from that Sony has targeted its market mainly to urban customers as are the only customers who can afford such expensive products. In my opinion, I think Sony has to create also some of low end products with low prices which can be affordable to low income users. As I have mentioned above, In the case of place (distribution), Sony has targeted its markets in the urban areas, in big cities like New Delhi, Pune, Mumbai etc. In most of all this places, Sony has more than four different distributors like Sony world and also they have Sony service centers. So, For the customers in urban areas the supply seem to be satisfactory, though the rural areas are left out.SONY Television Promotion
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.
Sony Marketing Communication Mix:
Sony India will spend Rs 200 crore in this financial year on advertising and promotion (Promotional Budget) of the entire range of consumer electronics, out of which Rs 60 crore will be spent only on digital imaging products. The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Sony Corporation has used all of these marketing communication mix elements. Advertising Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor. So far, SONY has advertised its products through many different ways and media. Through TV we have seen different advertisements of its products such as Bravia televisions or Sony wega 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 India 2008 to promote its products.. 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 direct - 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'.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 practicing 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. It uses Zero-level channel, one level channel and two-level channel. In India, Sony has used the method of one-level distribution Sony, and these retailers buy the products directly from the company itself. i.e.MANUFACTURER RETAILER CUSTOMER
Through the internet, Sony has helped its customers to find the nearest retail shop where they can buy the Sony products. All you have to do is to go to their website e.g. www.sony.co.in/section/shop and specify the product and location. Then it will display all the nearest retail shop availableSONY Price
Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influences the assessment of value obtained by customers. Customers directly relate price to quality, particularly in case of products that are ego intensive of technology based. 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..Discussion On The Current Marketing Mix
In my opinion, I think the current marketing mix which Sony Corporation has is satisfactory to customer needs. As it can be Cleary seen that Sony as a company has expanded its products and services from electronic and digital devices to television broadcasting(i.e. Sony home entertainment) and entertainments like music (i.e. Sony BMG music entertainment) and movie production and distribution (i.e. Sony Picture). In providing a wide range of products and services with high quality, Sony has by far influenced most of the its customers perception favorably towards its products. From time the company was created till now, the quality of the products that Sony offers is improving each the overall products offered by Sony to my opinion will still be of best quality. Even though the prices imposed by Sony seems to be fair withThe Push And Pull
Sony is following mix of the push and pull strategy in festival session they use a pull strategy and rest of time mostly push strategy is used . A Pull Strategy approach where they influence the behaviour of the target segment and the customers go and demand for the products. As such if the company tries to establish a Push strategy, it would increase the Inventory costs for the company and the Retailers dealing in the brand. A Pull strategy is used to let the consumers aware of the product or design being offered to them along with any Discount or exchange offer.
A push-pull-system in business describes the movement of a product or information between two subjects. On markets the consumers usually "pulls" the goods or information they demand for their needs, while the offerers or suppliers "pushes" them toward the consumers. In logistic chains or supply chains the stages are operating normally both in push- and pull-manner. The interface between push-based stages and pull-based stages are called push-pull boundary or decoupling point.Critical Appraisal
Sony's television has strong brand equity and is known worldwide for its quality products. While the start in India was a weak one, yet the brand has established itself as a frontrunner even in the Indian Market. The promotion of the brand has been more from the loyal customer base than the promotional tools. The brand keeps its customers happy and they in return become advocates of the brand. This Brand Loyalty is something that other brands are envious of. Sony television has opened its Exclusive Stores in many places and this has resulted in more focus on the brand. The TV media should be used more by the brand as not many clearly remember the ads being aired. The promotional offers of discounts and exchange are one of the best tools implemented by Sony . The main revenues are being generated by the Brand Equity and Sony's television should keep laying stress on that in all their promotions