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Marketing Management

MHRDM Students
Batch 2013-16

The power of two - With a firm grasp of the future, Masaru Ibuka and
Akio Morita found Sony

The original name of the Company Tokyo Tsushin Kogyo" or "Tokyo
Telecommunications Engineering Corporation - 1946

New name for Sony was derived by combining SONUS & SONNY
which means Young People - 1958

It ranked 87
in the Fortune Global 500 list in 2012

It has 4 operating segments:
a. Electronics
b. Motion Picture
c. Music
d. Financial Services

Its among the Worldwide Top 20 Semiconductor Sales Leaders & 3
largest TV manufacturer in the world

Vision Of Sony:

To create exciting new digital entertainment experiences for consumers by
bringing together cutting-edge products with latest generation content and

Mission of sony:

Sony is committed to developing a wide range of innovative products and
multimedia services that challenge the way consumers access and enjoy
digital entertainment. By ensuring synergy between businesses within the
organization, Sony is constantly striving to create exciting new worlds of
entertainment that can be experienced on a variety of different products.

Sony tagline:

o 2005-2014
o Make.Believe 2009-2014
o BE MOVED - Current
Product Portfolio

o TV & Home Cinema

o Camera & Camcorders

o VAIO & Computing

o Reader E-Book

o Home Audio

o Portable Audio

o Accessory Finder

o Playstation

o Memory, discs & batteries

o Car Audio

o Headphones
Worldwide Key Players in Smart-Phone market
Source for the above data: TomiAhonen Consulting Analysis 13 Feb 2014, based
on manufacturer and industry data
Worldwide Smartphone Ranking as per their
sales in 2013 - 4
Competition For Sony

o A South Korean company established in 1938 as a trading company
is now a leading brand in most of the product line as compared to
o Samsung ranks 8
in Interbrand s Best Global Brands 2013
o Samsung recorded the accumulated global shipment volume of 0.1
billion units with Galaxy S smart phone series in 2013
o Samsung grew 56 percent annually, capturing 33% market share in
Q2 2013. Samsung shipped over two times more smartphones than
Apple during the quarter,

o iPhone designed and marketed by Apple Inc.
o First generation iPhone was released on 29 June 2007
o Apple sold 6.1 million first generation iPhone units over five quarters
o In Q4 2012, the iPhone 5 and iPhone 4S were the best-selling
handsets with sales of 27.4 & 17.4 million units
o From 2010 to 2013, Apple has held a market share between 13 & 23 percent
within the new smartphone sales segment worldwide
Sony Xperia Market Segmentation

o Targets upper class, educated 25-40

o They missed targeting Mothers and kids/children

o Sony Mobile had a wide portfolio of low-end devices in 2012

o The entry-level segment will continue to grow year-on-year

o Research house IHS says that by 2016, 31% of the global overall handset
market will be low-end smartphones
Differentiation of Sony Xperia

o One of its feature that distinguishes it from other phone is being
waterproof- dustproof- adventure proof.

o Xperia can be dropped in water for 30 minutes and can still function

o None of the other smartphones in the market to this point can boast of
being both water and dustproof

o Xperia Z2 has unique feature of two speakers
Sony Xperia Positioning

Competitors Positioning:
o Competes with Apple & Samsung Smartphone
o Xperia Arc S has features equal to Apple iPhone but at lower price
o Xperia Z2 is going head to head with Samsung S5

Benefit Area Positioning:
o The Xperia Z1 Compact(2013), offers specifications akin to that of the flagship
Xperia Z1 device but comes in a smaller size
o Comes in a range of colors: black, white, pink and lime
o Even with 4.3 inch screen has all the required features

Double Point Positioning:
o New launch - Xperia Z2 on 8 May 2014 in New Delhi
o With 5.2 inches screen, curved edges and a slimmer body than the
previous model
o With two speakers and a noise-canceling headset, to give users a
quality sound
Marketing Mix of Sony Xperia

o Clean Sleek design
o Contains Walkman music player
o Very user friendly

o Full range of Sony product can be viewed on sony website
o Available on all Sony & mobile store
o Available on online shops as well

o Wide Range starting from Rs. 8000 upto Rs. 39000
o Price differs with the technology integrated, design,
size and memory provided

o They promote through ATL (Above the line) method
o They provide display model & posters to retailers
o Recently they have made the new relese of Micheal
Jackon new album Xscape in their new launch Xperia Z2

o Increase the target audience

o Update with latest version Android software

o A straight forward naming scheme with incremental numerical suffixes

o Increase the life span


o Sony is aiming to take the third large player in the smartphone market

o Growth of Sony smartphones may mean loss of some market share for Samsung.

o Sony is back in the market with full force by launching Xperia Z Compact

o Sony delivering formidable competition is good in many ways for the Android

o The more intense the competition is, the better it gets for the CUSTOMERS