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Group Members: Neha Asher (06) Rohan M. Shah (18) Tanuj M. Dodal (26) Mansi Kothari (31)

SONYs OVERVIEW
Founders

-Akio MoritaandMasaru

Ibuka
Sonus Rank Four

- theLatinword for Sound

- 87th on the 2012 list ofFortune Global 500 operating segments

Electronics Motion Pictures Music Financial Services
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SONY BRAVIA

B -Best R-Resolution A-Audio V-Visual I -Integrated A-Architecture

Replaced the SONY WEGA brand since 2005 Awards Used as a mobile brand name in Europe & Japan
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SLOGAN

The

Best Picture. Ever.

More Bright. More1/4/13 Vivid

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TARGET MARKET & SEGMENTATION

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Target Market
25-35

years

Affluent, Innovators Technologically Savvy, Upper Middle Class

35-45

years

Affluent, Innovators, having young families,

Existing owners of Sony Products

Family Entertainment, Upper Class
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MARKETING MIX
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PRODUCT
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PRODUCT
Consists

of

HDLCD/LED TVs Projection TVs and Front Projectors Home Theatre

After A

sales service

more for more deal

Features

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PRODUCT WORK
Manufactured

in Sony's plants inJapan,Mexico, andSlovakia manufactured in Brazil, Spain, China and Malaysia. R & D work at Sony's research facilities inJapan.
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Components

Principal

PRODUCT LEVELS
Core

Benefit Basic Product Expected Product Augmented Product Future Product

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PACKAGING
Primary

level

Bubble packaging, Thermocols

Secondary

level Corrugated boxes level

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Shipping

Wooden boxes

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PRIce
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PRICE
Unilateral

Price Policy also called as One Price Policy i.e. price will be dictated by Sony software is one for Pan India Objective - Skimming Strategy - Odd Number Pricing
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Billing

Pricing

Pricing

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Place
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PLACE
Directly

imported from Japan, Thailand, Malaysia, Korea at Mumbai, Chennai, Calcutta, Gujarat

Shipped

Only

price label & bar codes are added at the warehouses of Sony retail outlets for Sony in Mumbai
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200+

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PROMOTION
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PROMOTION
Television Event Sales ICC

Advertisements

Sponsorship Promotion

Cricket World Cup 2011 - M. S. Dhoni as brand ambassador for Sony Full HD TV like Times of India, Business Week and Times magazine Marketing
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Newspapers Web

COMPETITION
Market Share in 2011

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ANALYSIS & RECOMMENDATIONS

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Analysis Of Survey
Sample

Size :- 35

Age

:- 20 to 50 to Female Ratio :- 25/10 :- Business, Homework,

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Male

Profession

Students

Television Brands Awareness

10 9 8 7 6 5 4 3 2 1 0 1/4/13

Television Brands People Own

32inch is owned the most, 55inch is the least utilized

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Features of Television Preferred

FEATURES

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Preference For Criteria For Buying Television

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Television Sizes preferred by People

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Frequency of Change of Television

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Preference for additional benefits Price V/s Technology

Peoples Choice between Additional Benefits & Technology

People are ready to pay more for advanced technology but when it comes to buying, eventually they end up buying the one which offers more incentives as discounts
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Distribution Centres Preferred by People

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Preference of Television Brands

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Recommendations

Should Setup its manufacturing units in India Should Setup their own Sony retail centres. Should Expand its presence by penetrating into Tier-I & Tier-II cities. Should remove odd number pricing

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