Executive Summary One of the most recognized brand names in the world today, Sony Corporation, Japan, established

its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony World are fast becoming the most visible face of the company in India.

Introduction The essay intends to discuss why it is necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of strategic marketing planning and its need of understanding a companys rival. Through the essay a better understanding of strategic marketing planning, and the need to know competitors will be made. Objective of Study The project has been derived from the field of Marketing and is entailed as Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony products. The main idea behind this project is: To study the buying pattern of people towards consumer goods. To determine the major factors influencing the buying decision process of the target group. To set out some basic marketing implications for the marketers to cater to different needs of the targets group. To have some insights on the relationship between marketing stimuli and youth responses. To serve as guideline for further research in this area.

LIMITATONS OF THE STUDY

1) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to give answer. 2) Language barrier is also a big limitation for customer as well as interviewer. 3) Study is area specific. Research Methodology

Marketing Research: Marketing research is the function thats links the consumer, customer and public to the marketer through information, that information use to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process -American Marketing Association Importance Marketing Research: To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profits Increasing the Sales Consumer behavior: Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods on services. - Walter and Paul Importance of Consumer Behavior: To design the optimal product or service for customers. To determine where the product or Service should be available that would easy for the customers to buy. To determine what price will the customers give up purchasing product or service? To determine which method of Promotion would be most effective for getting the customers to buy a product. It helps in changing the behavior of the consumers. To improve performance of the organization. To achieve the organizational objectives. Research Methodology:

It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research process. Sample Size:Sample size is the number of observations used for calculating estimates of a given population. For example, if we interviewed 30 random students at a given high school to see if they liked a certain music , artist, "30 students" would be our sample size.

Research design: A research design is a systematic objective and scientific plandeveloped for directing a research study. It constitutes theoverview for data collection measurement and analysis of data. Need of research design Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data collected and analysed. Formal research design Completely randomized design: It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition. Randomized block design It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design. Latin Square design: For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Factorial design: When more factors are showing more than one effects, factorial design is used for such studies. Type of Sampling 1. Pure research It is done only for sake of knowledge. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and de making applied research is carried on. Means applied research is problem oriented and action directed. It brings immediate and

practice research example marketing research carried on for identifying chase customer habits to purchase so. 3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable. -Kartz 4. Descriptive Research This research is simple in nature and in its application. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation. 5. Diagnostic Research It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly for study purposes, proper methods for collecting accurate information, correct measurement of variable , statistical and test of significance are essential in diagnostic research. 6. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other. 7. Analytical Study Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric data. In other words Analytical study is also called as statistical method. 8. Historical research When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful. Data Collection The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Data Collection Methods Primary data Secondary data

PRIMARY DATA:Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation The information provided by the customer & staff members. Through the personal interaction with the help of questionnaire. Method of collecting primary data Interviewing Observation Experimental Mail survey Projective technique Simulation SECONDARY DATA "Secondary data are those already in existence for some other purpose than the answering of the question in hand." -M.M. Blair Advantage of secondary data Secondary data is easily accessible and does not cost much to researcher depending on its availability. Long historical period can be analyzed by researcher with less cost, which is an added advantage of using secondary data The secondary data use ensures that availability of data for making scientific generalization from the studies. Environmental and culture setting are required for the study.

Introduction of Sony Company

The founder of Sony is 2 Japanese man which are Masaru Ibuka and Akio Morita on 7th May 1946. However, they complement each other and invent the unique product which achieve the people needs. The Sony company is formed and eventually grow into a more than $60 billion global organization. Sony has the ability to achieve the needed of the people and improve the technology around our environment. The Sony company has been at the cutting edge of technology for more than 50 years and they have impact the environment around us positively. Further, few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond. Today, Sony continues to fuel industry growth with the sales of innovative and unique Sony products, as well as with the companys convergence strategy. For example, VAIO notebooks that raise the bar in both form and function, digital cameras that capture pictures on a floppy disk, CD-R or Memory Stick, Mini-Disc recorders with a digital PC Link to marry high quality digital audio with downloadable music, DVD/CD multi-disc changers that playback both audio and video, and Hi-Scan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. Besides, there is also some major product which recommended by Sony such as 3D televisions, digital cameras, home audio, VAIO notebooks and others. Sonys future brand success will be determined by how the company meets the challenges of change. Sony has always led the market in terms of innovation. But in a digital networked world, products will no longer be developed with just hardware in mind. Sony will improve the quality of their product and keep their innovation although they have many competitors and they will not affected by their competitors also.

History and Development of the Company

Sony Corporation was established in Japan in May 1946 as Tokyo Tsushin Kogyo Kabushiki Kaisha, a joint stock company (Kabushiki Kaisha) under Japanese law. In January 1958, it changed its name to Sony Kabushiki Kaisha (Sony Corporation in English). In December 1958, Sony Corporation was listed on the Tokyo Stock Exchange (the TSE). In June 1961, Sony Corporation issued American Depositary Receipts (ADRs) in the U.S. In March 1968, Sony Corporation established CBS/Sony Records Inc. in Japan, currently Sony Music Entertainment (Japan) Inc. (SMEJ), as a 50-50 joint venture company between Sony Corporation and CBS Inc. in the U.S. In January 1988, SMEJ became a wholly-owned subsidiary of Sony Corporation. In November 1991, SMEJ was listed on the Second Section of the TSE. In September 1970, Sony Corporation was listed on the New York Stock Exchange (the NYSE). In August 1979, Sony Corporation established Sony Prudential Life Insurance Co., Ltd. in Japan, currently Sony Life Insurance Co., Ltd. (Sony Life), as a 50-50 joint venture company between Sony Corporation and The Prudential Insurance Company of America. In March 1996, Sony Life became a wholly-owned subsidiary of Sony Corporation, and in April 2004, with the establishment of Sony Financial Holdings Inc. (SFH), Sony Life became a wholly-owned subsidiary of SFH. In July 1984, Sony Magnescale Inc., a subsidiary of Sony Corporation and currently Sony Precision Technology Inc., was listed on the Second Section of the TSE. In July 1987, Sony Chemicals Corporation, a subsidiary of Sony Corporation, was listed on the Second Section of the TSE. In January 1988, Sony Corporation acquired CBS Records Inc., a music business division of CBS Inc. in the U.S. In January 1991, CBS Records Inc. changed its name to Sony Music Entertainment Inc. (SMEI). In November 1989, Sony Corporation acquired Columbia Pictures Entertainment, Inc. in the U.S. In August 1991, Columbia Pictures Entertainment, Inc. changed its name to Sony Pictures Entertainment Inc. (SPE). In November 1993, Sony established Sony Computer Entertainment Inc. (SCEI) in Japan.

In January 2000, acquisition transactions by way of exchanges of stock were completed such that SMEJ, Sony Chemicals Corporation (currently Sony Chemical & Information Device Corporation), and Sony Precision Technology Inc. (currently Sony Manufacturing Systems Corporation) became wholly-owned subsidiaries of Sony Corporation. In June 2001, Sony Corporation issued shares of subsidiary tracking stock in Japan, the economic value of which was intended to be linked to the economic value of Sony Communication Network Corporation, which was renamedSonet Entertainment Corporation (So-net) in October 2006. All shares of the subsidiary tracking stock were terminated and converted to shares of Sonys common stock in December 2005. So-net was listed on the Mothers market of the TSE in December 2005 (and has been traded on the First Section of the TSE since January 2008). Sony Corporation continues to hold a majority of the shares of So-net. In October 2001, Sony Ericsson Mobile Communications AB, a 50-50 joint venture company between Sony Corporation and Telefonaktiebolaget LM Ericsson of Sweden, was established. In October 2002, Aiwa Co., Ltd. (Aiwa) became a wholly-owned subsidiary of Sony Corporation. In December 2002, Aiwa was merged into Sony Corporation. In June 2003, Sony Corporation adopted the Company with Committees system in line with the revised Japanese Commercial Code. (Refer to Board Practices in Item 6. Directors, Senior Management and Employees.) In April 2004, Sony Corporation established SFH in Japan. Sony Life, Sony Assurance Inc. (Sony Assurance), and Sony Bank Inc. (Sony Bank) became subsidiaries of SFH.

Hypothesis It also seemed odd to me that the Metz 58 Sony version worked great with my a55 and NEX7 but worked terribly with the a77 until a new firmware update from Metz was installed to the flash. Then suddenly the Metz flash worked totally fine with the a77. This is another clue pointing towards faulty firmware in the Sony flashes. If that firmware is not field updatable, it is no wonder Sony is keeping quiet about this issue. It happens with the internal flash. Surely that is updateable. I also seem to recall (could be wrong) that it happened with Sigmas. Only the Metz has been identified as not having problem. Also odd that the A57 and A37 are not reported to have problems, and they would use the same flash hardware/firmware. I am not saying that you are wrong, just that there seem to be many factors that seem support or contradict each hypothesis put forward.

Good point about the internal flash and you would think its firmware would be able to be updated with the camera's BUT... Not necessarily...if the internal flash is using the same hardcoded chip (ROM) as the external flashes, it may not be updatable either! I work in an electronics design and manufacturing company and if there is a chance to re-use a component in multiple devices, it usually is done to save money. Sony would be no different. In this case, going with this hypothesis, what if the Sony engineers found out too late in the A77 product development process that this ROM chip (that may be the same as was in the previous generation - A55 etc. and worked fine) had some issues with the A77 hardware? This kind of thing happens all the time.

SWOT Analysis of Sony Product Strength Sony has build up a good brand image & customer loyalty by his service & quality. Same price in all over in India is also a great attraction for customer. Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. To provide better service Sony conducts the Service camp & Training and keep its employee Update. Weaknesses High cost manufacturing base leading to lower margins. Legal proceedings likely to hamper corporate image. Opportunities Sony is leading brand in consumer durable market because of its better service It has a professionalism, good service attitude and Knowledge able staff and employee. Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors. Threats Unfavorable foreign exchange rates likely to impact Margins. Impact of the global economic slowdown.

Marketing strategies
Management of a firm needs strategy, to make sure that everything goes well in the company, through the use of strategic management everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the

company is doing well internally. The term strategic management originates from the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the leader of an army (1991). Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm's external and internal environments, and it may affect the firms chance of prosperity. It is important to know what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the companys major target; policies and rules; decisions and sequences of action into organized whole. It can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988). It is incomplete search for strategic alternatives, and bounded rationality (1960) influenced this perception. Strategy is a combination of the companys objectives, policies decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a companys products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effective. Strategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketing is the way company sells the product it has with less difficulty and more readiness to face competitors. Strategic marketing makes sure that the company uses all of its resources to counter its competitors. Strategic marketing planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.

Milestone of Sony Product

1950- Japans first magnetic tape recorder, the G-type launched 1955- Japans first magnetic transistor radio, the TR 55 launched 1960- World first TransistorTVT8-301 Lunched 1971- 3/4 inch umatic color cassette player the VP1100 1982- Worlds first CD player, the CDP-101 Launched

1990- Hi definition Ready, 16:9wide aspect ratio, 36 Television 2000- Sony playstation2 with 128-bit Emotion Engine 2001- Info-stick Bluetooth module, developed 2002- Pcg-u1this was worlds smallest and lights pc running Microsoft Windows XP 2003- First Qualia product launched 2003- First Blue-ray Disc product launched 2004- First-generation liquid crystal display 2005- Launched BRAVIA series of wide screen LCD TVs feature live color creation 2006- HDR-UX1 world first HD cam recorder 2006- Play station 3

Position of Sony in Electronic Market

Share Market Position Sony in Electronic Goods

USPS OF THREE MAJOR BRANDS

Data Interpretation
Gender wise classification of respondents

Classification of age wise a awareness of Technology

Classification of respondents of Qualification

Number of respondents who use different of product of Sony

Classification of number of customer making satisfied

Number of choice change due to increase quality

CONCLUSION
According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader electronic and consumer durable. Sony is masters in Bravia LCD TV; Cyber shot camera, and vaio notebooks. Sony has credibility in these products. Sony as a brand is so popular in rich class people; they think it is nothing but a status symbol. Sony is facing tough competition with Samsung & LG because of reasonable price &quality. But when considered service attitude, one pricing policy, promotion policy, quality of a product, professional appearance & knowledge of staff regarding product feature and function, Sony is far ahead from Samsung & LG. Sony plays a vital role in consumer durable market.

Bibliography
The information provided by the customer. Through the personal interaction with the help of questionnaire. Websites of consumer durable brands. Like Samsung, LG etc

www.google.com www.scribd.com www.sony.co.in www.samsung.com www.wikipedia.com/sony