2.

0 Literature Review
Marketing mix referred to as 4Ps which is a simple way of implementing
marketing plan. 4Ps stand for Place, Price, Products and Promotion strategy of a
company or respective brand (A. R., 1997). The four Ps of marketing can be elaborated
as follow:

(i) Product: The services or goods provided by the company to consumers

(Doyle, 1994).
(ii) Price: Amount of money that consumers is charged for the product or
services provided (Doyle, 1994).
(iii) Place: Place or known as distribution of products or services around the
world which allow access of products of services to consumers (Doyle,
1994).
(iv) Promotion: Marketing activities to expose consumers to attractive offers by
company or brand (Doyle, 1994).

These marketing mix is state as a marketing strategy that is combined to create

an effective way to meet the need of consumers. Marketing mix strategy does not stand
as a lone factor but is dependent on the objectives of a company (Boekema et al., 1995).
This chapter compiles the secondary research done for the marketing mix and
promotional tools used specifically by Sony Corporation.

Sony Corporation has set its goal to be creatively innovative in developing its
products and multimedia services. The objective of the Sony corporation is to ensure
consumer savor the multimedia world entertainment (Meyer, 2017). Therefore, in
regards to their goals, they applied personalized marketing mix strategy and
promotional mix tools.

In term of products, Sony Corporation has diversified their products into Audio,
video, television, information technology, mobiles and gaming electronics category.
Under these categories, the diversity of its products range is as shown in the following
list: vgbh
 (i) Audio: Headphones, MP3 players, wireless speakers, high resolution
audio, audio systems for GPS, Digital voice recorders, boomboxes, radio
and portable CD player and a Home theater (Sony USA, 2017).
(ii) Video: Camcorder, Action cameras, music video recorders and
professional camcorders (Sony USA, 2017).
(iii) Mobiles: Tables, smart devices includes cell phones, tablets and wearable
technology (Sony USA, 2017)
(iv) Information Technology (Computer): Personal computers and printers
(Sony USA, 2017)
(v) Gaming electronics: PlayStation (Sony USA, 2017)

From the list of Sony Corporations products shown above, we can conclude that
Sony Corporation has a wide range of products and has successfully diversified its
product lines. Besides that, Sony Corporation has managed to reach sales from $3.13
billion in the year 2012 to 3.97 billion in the year 2015 (Asia Pulse Pty Ltd, 2011). The
sales is still expected to rise.

In term of price, Sony Corporation provides quality products and thus constantly
set their prices from moderately high to high. Such prices have always been related to
quality by consumers. The brand image of Sony Corporation is perceived as luxury
brand by consumers. In comparison to its competitors, the prices are rather higher. This
because Sony Corporation related their price to their quality which explain the reason
why its products are sold in Japan to maintain the quality of its product (Yermekova,
Wani, Hussain and Abbasi, 2013). Japan being an extensive and pricey labor process
can ensure the continuity of Sony Corporation product. In regards to its products sold in
other countries, the prices vary depending on a country economic condition. The
marketing strategy of price skimming and price-quality relationship seems to work as
the company is stable in its brand image (Yermekova, Wani, Hussain and Abbasi, 2013).

In term of place, Sony Corporation ensure that they stay up to date to technology
available by being online available through their website www.sony.com or
www.pro.sony.com. These website provide products an prices allowing consumers to
study their information especially products description which help with making
consumer purchase decision (Rassega, Orlando and Carlo, 2015). Since most of
consumers go online to search for solution, search engine can direct them to Sony
Corporation products and thus create awareness of products. Online website of Sony
Corporation also provide information on the distributors for Sony Corporation nearest to
consumers. Sony Corporation Distributors includes ASI corp, Avnet Inc., Jumbo
electronics and many more. The most dominant Sony Corporations distributors would
be Jumbo electronics which distribute Sony Eectronics over 32 retail in the UAE alone
(Middle East Company News, 2008). Thus, it is concluded that distributing or placement
of Sony Corporation products is made effective by using medial and social network
marketing strategy (Rassega, Orlando and Carlo, 2015).

In term of Promotion, Sony offer refund for products purchase which is rebate
promotiona strategy. Sony also offer discount ranging from 25% to 50% on Sony
product purchase such as Computers PC, laptops and man more. As for gaming
category, Sony offer playstation cards which can earn consumers points to be redeem
for later use. Besides that, Sony also has a refund zone for certain category for a limited
period. This applies for Sony video category. Sony used promotional mix such as
advertisement, personal sales, sales promotion, direct marketing and publicity
(Yermekova, Wani, Hussain and Abbasi, 2013).

Advertising by Sony are done via channels such as Sony Wega TV or Bravia
televisions. They target television program such as sports and drama. A wide
advertising tools are used to promote Sony includes newspaper, mail, catalogues,
poster and media. One of the Sony strong point in its advertisement is its two ways
communications which encourage consumers to provide feedback directly via telephone
and mail provided (Yermekova, Wani, Hussain and Abbasi, 2013).

Promotional tools used for sales includes discounts, rebates, free coupons,
membership cards, bonus scratch cards, exchange offers, warranty and free samplings
(Yermekova, Wani, Hussain and Abbasi, 2013). This is efficient as proven in the sales
record of Sony especially in United Arab Emirates.
References

A. R., B., 1997. The Five Vs - A Buyers Perspective of the Marketing Mix. Marketing
Intelligence & Planning, 15(3), pp.151-156.

Anon, 2017. Sony USA. [online] Sony.com. Available at: <https://www.sony.com/>

[Accessed 23 Sep. 2017].

Asia Pulse Pty Ltd, 2011. Sony Corporation Sales.

Boekema, J., Bueren Van, E., Lobstein, S., Oosterhuis, A. and Schweitzer, P.,
1995. Basisboek Marketing (Basic Book of Marketing). Groningen: Wolters-Noordhoff.

Doyle, P., 1994. Marketing Management and Strategy. Prentice Hall.

Meyer, P., 2017. Sony Corporations Vision Statement & Mission Statement - Panmore
Institute. [online] Available at: <http://panmore.com/sony-corporation-vision-statement-
mission-statement> [Accessed 23 Sep. 2017].

Middle East Company News, 2008. Jumbo to roll out golden promotion this DSF.

Rassega, V., Orlando, T. and Carlo, T., 2015. Social Networks and the Buying Behavior
of the Consumer. Journal of Global Economics, 03(04).

Yermekova, N., Wani, Z., Hussain, S. and Abbasi, N., 2013. Marketing Audit Report.
Sony Corporation. Dubai: University of Wollongong, pp.16-20.