Four years later the company developed and produced Japans first magnetite-coated, paperbased recording tape, called

Soni-Tape. In 1955, the firm began using Sony logo on Totsuko

products. The group also launched Japans first transistor radio, the TR-55, during the same
time. In 1958, the group changed its name to Sony.
Today Sony has developed TransferJet, a proximity wireless transfer technology enabling
the high speed transfer of large data files between electronic devices such as mobile phones,
digital cameras, YVs, digital video cameras, computers and the company recorded revenues
of JPY7,730 billion ($77.3 billion) during the financial year ended March 2009.

Product

Audio Home, portable and car as well as personal navigation

systems

Video Video cameras, digital cameras, DVD/Video players &

recorders

Televisions LCD televisions, Projection televisions CRT-based

televisions

Information and computers personal computers, printers

Semiconductors- LCD, CCD, and other types of semiconductors

Games PlayStation

Television and motion pictures

The company offers a Sony Card and a PlayStation card, these are
rewards cards credit cards which allows customers to earn redeemable
points when they purchase Sony products and services

Price

HVRA1U C-MOS 1080i HDV Camcorder Broadcast & PromotionU.S. List price -$2,750.00.

XCL5005 5 Mega Pixel PoCL B/W Digital Video Camera- Industrial &
Professional U.S. List price $4,377.00.

Total Performance Projector VPLDX10-2500 Lm 3LCD XGA Mobile

Projector-U.S. List Price $1,410.00.

Medical Equipment Monitors & Displays GXDL52H1 52inch Full Hd

Ruggedized LCD-U.S. Listed Price $5,700.00.

Security Systems SNCCH140 Network 720p HD Fixed Camera with

View-DR Technology U.S. List price $1,298.00.

Video Conference Devices PCSG70S 4 Mbps High-End Video

Communication System (Codec Only) U.S. List price $8,200.00

Sony Marketing Mix

Introduction
Sony was founded in 1945 by partners Masaru Ibuka, (an engineer), and Akio Morita, (a
physicist),and was originally named Tokyo Tsushin Kogyo (Tokyo Telecommunications
Engineering). The firm was launched in Nihonbashi, Tokyo. Would you like to take a lesson
on the marketing mix?

Place

Sony has an online presence in several formats, for

examplehttp://pro.sony.com/bbsc/home.do provides information on
products and their prices. The site also has information on corporate
applications for its offerings.

Sony Product distributors that sell selling to VARs + System

Integrators include: ASI Corp, Avnet Inc. and Bell Microproducts, Microland
Electronics Corp.

Wholesale distributors of Sony Products include but are not limited

to : Best wholesale co. Ltd, Dongsheng International Trade Co. Ltd,
Denzuke Network Sdn. Bhd., Front-Page Trade Co., Ltd.

Promotion

The company offers a Sony Card and a PlayStation Card, these are
rewards cards credit cards which allows customers to earn redeemable
points when they purchase Sony products and services.

Sony implements a discount coupon program offering 25% to 50%

discounts on products such as PC speakers, Blue-Ray Disc Players,
notebooks and laptops.

Sonys Rebate Zone website provides rebates such as the following

$500.00 rebate (by mai)l following the purchase of a Sony HVR-V1U HDV
Camcorder or a Sony HVR-DR60 Hard Disk Recorder/Player or a $300.00
rebate by mail following the purchase of a Sony HVR-A1U HDV Camcorder.

Process

Sony employs an umbrella branding strategy by placing the product

name along with corporate name. This strategy lets the product to
assume its own identity and positioning, but also draws strength of the
corporate brand. The goal is to bolster consumer confidence in the
product. Sony has used this strategy to launch new products.

The companys focus on its research and development (R&D)

activities is evident in its expenditure of over $5 billion in 2009. The
strong focus on R&D helped the company to launch technologically
innovative products in the market. The strong focus on R&D would thus
enable the group to revive its product base as needs are indicated by
customers. Examples of this strategy include the introduction of BRAVIA,
ZX1, a thin, lightest LCD TV featuring LED edge lighting; The VAIO P
Series notebook computer (the worlds lightest 8-inch notebook PC) and
the Cyber-shot HX1 compact digital camera (which allows users to
capture wide-angle of 224 degrees views).

Sony operates from a philosophy it labels uniquely Sony. The

company seeks to facilitate the development of its staff but spurs
employees to manage their own career and but to avoid pigeon-holing.

This is a microcosm of the companys desire to foster adaptability. The

companys broad outlook extends to its corporate responsibility.

The desire to make its hardware and interfaces that are easy to use
was a catalyst behind recent reorganization of electronics into Personal
and Home categories. The company has reaffirmed its commitment to
make the Home category more user-friendly.

Sony has adopted a Company of Committees governance system

in order to go beyond minimum compliance with legal requirements and
to add additional transparency. To accomplish this, the company has
revised some Directors functions to facilitate the proper functions of
statutory committees.

Sony has a recently reorganized in order to further improve

responsiveness and customer service. It has established a network of
services tailored to the needs of local customers. The move acknowledges
the growing complexity of its products. The company formed Sony
Customer Services, Inc and has intiated special employee training to
enhance its ability to respond to customers inquiries and requests.

Sony seeks to instill corporate social responsibility policies

throughout its supply chain. For example Sony established the Green
Partner Environmental Quality Approval Program for Sony suppliers. Sony
maintains a common global quality standard for parts by purchasing
electronic parts only from suppliers who have passed an audit and have
been certified as Green Partners.

Physical Evidence

Sony Corporation Headquarters is located at 1-7-1 Konan, Minato-ku

Tokyo

Other locations of subsidiaries include Sony Corp of America at 550

Madison Avenue in New York, Sony Electronics of Latin America 5201 Blue
Lagoon Dr Suite 300, Miami Florida, and Sony Electronics 12451 Gateway

Dr, Fort Myers

Florida

In 1994 Sony opened its Wonder Technology Lab which is a free

interactive technology and entertainment museum located at 56th street
and Madison Avenue in New York City. The Museum is open to all ages.

Sony Plaza at 56th Street and Madison Avenue in New York City. The
company compliments the facility with a website at
http://wondertechlab.sony.com/index.html

Sonys main company website provides helpful information ranging

from service and support, music, electronics and gaming as well as a
range of shopping alternatives.

People

Howard Stringer is Chairman, CEO and President of Sony

Hiroshi Yoshio is Executive Deputy President of Consumer Products

& Devices Group (NPSG).

Kazuo Hirai is Executive Vice President of Networked Products &

Services Group

Sony employs 167,900 people world wide

Sony has an ongoing talent development initiative . In 2008, the

company created 13 global talent directors who are assigned to identify
promising individuals in all businesses and regions and develop them into
future business leaders. This initiative also includes a job rotation project
with individuals moving through a schedule of job assignments designed
to give them exposure to a variety of businesses and regions