marketing sony

8/6/2019 Marketing Sony

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Jaipuria Institute of Management

STUDY ON SONY CORPORATION

SEGMENTATION AND

POSITIONING

Submitted by- Submitted to-Aanchal Mehrotra (JIML-10-001) Dr.Reeti Agarwal

Akansha Pandey (JIML-10-007)

Akansha Verma (JIML-10-008)

Ankur Singh (JIML-10-022)

Ayushi Khare (JIML-10-FS-010)


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Acknowledgement

With immense pleasure, we would like to present this report on Sony

Corporation. It has been an enriching experience for us to prepare a reporton topic, which would not have possible without the goodwill and support of

the people around. As student of JAIPURIA INSTITUTE OF

MANAGEMENT, LUCKNOW we would like to express our sincere thanks

to all those who helped us during the preparation of the Report.

Words are insufficient to express our gratitude toward Dr Reeti Agarwal for

the valuable guidance and advice. she inspired us greatly to work on this

project. Her willingness to motivate us contributed tremendously to our

project. We also would like to thank her for showing us some example that

related to the topic of our project.

Finally, an honorable mention goes to our families and friends for their

understandings and supports on us in completing this project. Without helps

of the particular that mentioned above, we would face many difficulties

while doing this project.

JIML-10-001 Aanchal Mehrotra

JIML-10-007 Akansha Pandey

JIML-10-008 Akansha Verma

JIML-10-022 Ankur Singh

JIML-10-FS-010 Ayushi Khare


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Sony Corporation

Sony Corporation is a Japanese multinational conglomerate corporation

headquartered in Minato, Tokyo, Japan and the world's fifth largest media

conglomerate with revenue exceeding US$77.20 billion (FY2010). Sony is one of

the leading manufacturers of electronics, products for the consumer and

professional markets.

Sony Corporation is the electronics business unit and the parent company of the

Sony Group, which is engaged in business through its eight operating segments

Consumer Products & Devices (CPD), Networked Products & Services (NPS),

B2B & Disc Manufacturing (B2B & Disc), Pictures, Music, Financial Services,

Sony Ericsson and All Other. These make Sony one of the most comprehensive

entertainment companies in the world. Sony's principal business operations

include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures

Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony

Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the

Worldwide Top 20 Semiconductor Sales Leaders.

The Sony Group is primarily focused on the Electronics (such as AV/IT products

& components), Game (such as PlayStation), Entertainment (such as motion

pictures and music), and Financial Services (such as insurance and banking)

sectors. Not only do we represent a wide range of businesses, but we remain

globally unique. Our aim is to fully leverage this uniqueness in aggressively

carrying out our convergence strategy so that we can continue to emotionally

touch and excite our customers


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Market segmentation-

Market segmentation is a concept in economics and marketing. A market

segment is a sub-set of a market made up of people or organizations with one or

more characteristics that cause them to demand similar product and/or services

based on qualities of those products such as price or function. A true market

segment meets all of the following criteria: it is distinct from other segments

(different segments have different needs), it is homogeneous within the segment

(exhibits common needs); it responds similarly to a market stimulus, and it can

be reached by a market intervention. The term is also used when consumers with

identical product and/or service needs are divided up into groups so they can becharged different amounts. The people in a given segment are supposed to be

similar in terms of criteria by which they are segmented and different from other

segments in terms of these criteria. These can broadly be viewed as 'positive'

and 'negative' applications of the same idea, splitting up the market into smaller

groups.

Examples:

Gender

Price

Interests

While there may be theoretically 'ideal' market segments, in reality every

organization engaged in a market will develop different ways of imagining market

segments, and create Product differentiation strategies to exploit these

segments. The market segmentation and corresponding product differentiation

strategy can give a firm a temporary commercial advantage.


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FACTORS INFLUANCING TO BUY SONY PRODUCTS-

Cultural factors:

These factors directly or indirectly affect the purchase or the buying behavior of a

customer. The various factors under the cultural factors are:

Culture: In this case, products of Sonys purchase will be affected differently

based on country to country.

Subculture: depends on region-to-region, people in different region have

different purchasing behavior depending upon their sensitivity to brands as inhere for Sony.

Socio-economic class: It also depends on the income of an individual i.e. are

the products affordable for customers or not.

Social Factors:

Social factors include:

Reference groups: People who are already a member of the group i.e. who

have inclination towards buying Sony products belongs to the positive

membership group.

Aspiration group: are those who see others and make effort to buy Sony

products because they have liking for it and know that Sony products reliable.


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Family: Family has the most powerful effect on the purchasing behavior of an

individual where family of orientation like our parents and siblings, which play a

great role in buying Sony products.

Family of procreation is the impact of our spouse and kids in buying Sony

products as whenever kids watch anything on the T.V. they pressurize their

parents to buy the same product.

Role and Statuses: Sony products have also become status symbol for the

customer because of its brand name and its graphics so to maintain a status in

the society, people are ready to pay money to buy product of a good quality.

Personal Factors:

Personal factors include personality and self-concept: Sony comes in sincere and

a competitive brand, which is updated throughout in its feature and customers

and loyal towards it because of the customer satisfaction they attain from buying

Sony products.

Self-concept: includes Ideal self-concept where people buy Sony products

because they feel that it is one of the ideal products one would like to possess so

they buy Sony products.

Social Self-concept: Customers want other people to see them possessing Sony

products because of its brand name, features, graphics etc.


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Key Psychological Factors

1. Motivation Motivation by family members, peers or any other reference

group will definitely lead to the purchase of sony products. This motivation

can be by way of making us familiar with various products of the brand,their features, benefits etc.

2. Perception If perception about sony is positive then it will definitely lead

to the purchase of this brand. Perception can arise by watching

advertisements and interpreting or perceiving that the quality of the

products is very high as well as the brand assurance of durability.

Perception can be negative also.

3. Learning If a behaviour has been learned for example all the products of

the same brand will be good and vice-verca will either compel the

purchase of the products or not.

4. Beliefs and Attitudes If belief and attitude towards the products of sony

is negative then there will be no purchase and vice-verca. For example- If

by searching on net we come to know that this particular brand has been

criticized a lot or if we get to know any such thing from someone we will

develop a negative attitude towards sony brand and will avoid purchasing

any of its products.

Situational Factors

1. Time If there is any occasion or any time constraint which is demanding

us to go for new products then we will definitely go for the purchase of the

product. Various schemes or discounts are available on festive seasons

which will influence our purchase for sony products.


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2. Surrounding This is in the nature of human beings that they easily get

influenced by their surroundings. For instance, if most of the people in our

locality are purchasing sony products, we will get influenced by it and in

future will tend to purchase those products and even may shift our

preference from the brand which we had been buying for long to Sony.

3. Consumer moods and motives depends upon consumer mood. if

anyone wants to listen loud music then he go for Sony music system.

4. Terms- the terms and conditions motivate anyone to take product of Sony.

Like free Vodafone sim if take Sony Ericson mobile handset.


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Qs. On the basis of the different buying roles enumerate which role will

be played by which member of your family?

Ans. The different buying roles and those buying role takers have beenstated as follows:

1. Initiator Initiator can be any one according to the needs and desires. If

for instance a television has to be purchased then father or mother, any

one can be the initiator for that purchase.

2. Influencer This role is most of the times occupied by mother and children

who will influence the decision either by spreading their own knowledgeregarding that product or through their various sources like

advertisements, neighbors or society etc.

3. Decider This role is fulfilled by everyone, as considering everyones

preference decision is taken. This shows that father, mother, sibling and

myself are the deciders.

4. Buyer This role is played by the father who is the only one earning in the

family. Therefore, the payment is made by him and he is considered as

buyer.

5. User This role is again occupied by everyone as because everyone at

home is the user of the product (television).


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Qs.What kind of buying behavior wills your purchase of that particularproduct exhibit?

Ans. There are different kinds of buying behaviour. According to the brandwhich we have chosen that is Sony the buying behaviour exhibited is

Dissonance- Reducing buying behaviour. There is no much difference

between the products of this brand and the products of other brands as well

as the buyer involvement are high as because the purchase is expensive and

infrequent. Therefore Sony comes under this kind of buying behaviour.


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Positioning

Once a market segment has been identified (via segmentation), and targeted (in

which the viability of servicing the market intended), the segment is then subject

to positioning. Positioning involves ascertaining how a product or a company is

perceived in the minds of consumers.

This part of the segmentation process consists of drawing up a perceptual map,

which highlights rival goods within one's industry according to perceived quality

and price. After the perceptual map has been devised, a firm would consider the

marketing communications mix best suited to the product in question.

Positioning of Sony:

Sony is one of the most recognized consumer electronics brand in the country

with a regulation for new age technology, digital concepts and excellent service.

The position of a company is the perception it brings about in the mind of the

target customer.

The first thing that comes to peoples minds of the company and products of

Sony is its high-technology-filled with gadgets, electronic goods and innovation.

Value proposition offered by Sony:Sony strives on innovative products that are easy for consumers to use.

Sony is diverse brand that provides products and services for a wide variety of

people.

Sony is one of the worlds greatest brand in the eye of the consumer.


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Sony products are considered to be high quality, unique and convenient

maintenance.

Relation between positioning and tagline of Sony:

Tagline: Like. No. Other.This is Sonys new marketing tagline for its global electronic business.

Its goal is to ensure that both its products and its marketing activities truly

convey the uniquely joyful experiences which Sony brings to the lives of its users

around the world-experiences which are Like No Other.

It is therefore the hope and expectation of Sony that each individual involved in

its electronics business will continue to pursue their dreams to create original

and innovative ideas and will always retain a passion for technology, design and

quality which is like no other.

The products inspired by this brings emotional value to its users which is unique

to Sony and truly like no other.

Like no other aims to create a communication platform that reinvigorates

perceptions of Sony electronics value propositions and emotional experiences by

strongly differentiating Sony technology, products and marketing. Through like

no other tagline, it aim to communicate how Sony inspires and brings joy like no

other, offering unique products features and applications.


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USP OF PRODUCTS OF SONY

Sony Electronics, found its USP (like no other) within the truth of the product.

Sony Ericson Mobile Phones:

The main USP of Sony Ericcson mobile phones is the sound quality and the

design that is distinctly different from Nokia...

Sony ericsson tries to position itself among the youth and music lovers mainly.

Sony LCD TVs:

Unlike other major brands, Sony mainly focuses on LCD display technology

rather than plasma. In fact, Sony is considered by many as a top leader in LCD

TVs.As one would expect from a leader in the field, with each new generation of

LCD flat-panel TVs, Sony is offering increasingly improved picture performance,

with even more features and an impressive styling.


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Sony Vaio Laptops:

Sony is one of the greatest companies of the world that has been very consistent

in bringing the new technologies for its users and the laptop industry is being led

by many fantastic Notebooks of the company. The Sony Vaio is the name that

has made everyone of the world very crazy about it and a huge number of

amazing series of net books and notebooks have came under this name and

earned a huge round of applause from the international technology markets.

Lets discuss one of the most famous and highly advance series ofVaio series

the X series that has captured the attraction of every person because of its sexy

and sleek style.

The X series is claimed to be the series of tiniest laptops coming with very slim

and smart outlook that is measuring 10.95 by 7.29 by 0.55 inches and along with

that it weighs 1.6 pounds. The display is 11.1 inches and along with that it

measures just 0.125inch thick plus the perfect brightness and contrast beautifully

adds up to the beauty of these Notebooks. Thus overall we can say that this

series of laptop is a very great one for the vaio series and with that this lightest

notebook of the world will add up more beauty and style into your life.
http://www.productusp.com/sony-increasing-its-vaio-z-series-laptops.htmlhttp://www.productusp.com/sony-increasing-its-vaio-z-series-laptops.htmlhttp://www.productusp.com/sony-increasing-its-vaio-z-series-laptops.html


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Product Mix-

Classified undershopping products because SONYS products such as

television, music system, camera, mobile phones are bought nowadaysafter gathering enough information. These products are available in only

electronics stores. They are compared with other products in the category

on the basis of suitability, quality, price and style. These products can be

homogenous as well as heterogeneous.

PRODUCT MIX

TELIVISION MUSIC

SYSTEMS

CAMERAS LAPTOPS MOBILE

PHONES

ACCESSORIES

AND

ATTACHMENTS


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11)FLATSCREEN

22)LCD

33)PLASMA

1)HOME

THEATRE

SYSTEM

2)MP3

PLAYERS

3)WALKMN

4)DISCMANS

1)HANDYCAM

2)DIGITAL

CAMERA

1)NOTEBOOKS

2)DIGITAL

DIARIES

1)SONY

ERICSSON

2)I PHONES

3)SPEAKER

SPECIALIASED

PHONE

1)CD CASE

2)POUCHES

3)HEADPHONES

4)EARPHONES

5)MIKES

.

WIDTH 6LENGTH 19DEPTH CONSISTENCY HIGH

Product and brand is in growth stage because stage because SONY is still

competing to build brand preference and increase market share. The quality of

products is maintained and additional features can be added like better

designing. The pricing is maintained and additional features can be added like

better designing etc. the pricing of its products is also maintained and in spite of

having higher prices in comparison to other brands SONY is a preferred choice

for many consumers. It is also trying to penetrate into new markets by adding

more distribution channels like increasing the number of exclusive SONY

showrooms and outlets. It is also promoting its product aiming at a broader

audience by competing on capturing market share from its competitors and

competing on the basis of price as well.

Bases used for segmentation are:-

Demographic segmentation

Age

Income

Occupation

Psychographic segmentation Lifestyle

Personality

Behavioral segmentation

Benefits

Usage rate


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Level of market segmentation used is micromarketing wherein SONY uses

segment marketing for its products. The different kinds of electronic goods

produced by SONY are directed towards different market segments like in

camera segment it has camera with varying (high to low) lens size to suit

customer requirements as a camera can be used by a person to click pictures at

home or for professional photography.

marketing sony

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