ACKNOWLEDGEMENT

We thank our term paper instructor G.M. Shafayet Ullah, Faculty of East
West University for his untiring devotion, noble guidance, valuable suggestions
and above all continuous encouragement, which has played an important role in the
completion of this term paper.

INTRODUCTION
Sony Multinational conglomerate corporation. Its headquarter is in Mintao
(Japan). Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.
The company's slogan is Like No Other. Sony is the electronics business unit
and the parent company of the Sony Group which is engaged in business
through its five operating segments, these make Sony one of the most
comprehensive entertainment companies in the world.

Background
In 1946, Masaru Ibuka and Akio Morita, running a company which was known as
Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation).In
1958, the company name was changed to Sony Corporation and since then, Sony

has become one of the most recognized brand names in the history of the modern
world. In 1962, Sony Corporation first introduced television which model was
SONY TV5-303.In 2005; Sony Corporation first introduced television with a new
brand name BRAVIA. Since enacting the Sony Global Environmental Policy
which is a predecessor of the Sony Group Environmental Vision and the
Environmental Action Program, in 1993, Sony has pursued a broad range of
environmental initiatives. Concurrent with the formulation of its Road to Zero
global environmental plan, in 2010, Sony revised the Sony Group Environmental
Vision.

Marketing Profile
Marketing: Creating and Capturing Customer Value

In addition, to further heighten Sony's greatest asset, the Sony brand name,
four key words were outlined in the company management philosophy for all
companies in the Sony Group. These words were: "unique," to ensure that Sony
would always be an innovative company; "quality," reflecting emphasis on product
quality; "speed," in the form of a framework that would enable the company to
respond quickly and decisively to new market conditions; and "cost," reflecting the
importance of competitive pricing once the other three conditions were fully met.
For Sony, quality has always been an extremely important element of its business
philosophy. And Sony continues to place increasing emphasis on quality issues
throughout the Group.
At the 1996 Management Conference, Idei stressed that Sony would not only
continue to offer innovative, high quality products, but also increase its role as a
good corporate citizen throughout the world. As a result, he predicted that
consumer trust in the Sony brand would continue to increase. Idei closed his
speech by saying, "If all employees take a positive outlook, together we can make
Sony's next fifty years very bright."
Sony is wholeheartedly committed to improving product and service quality from
the customer's viewpoint with the aim of maintaining and enhancing customers'
satisfaction, reliability, and trust. This reflects Sony's belief that our most important
goal is to remain a highly trusted partner for our customers.
Since the start of its operations, Sony has given top priority to providing customer
oriented, high-quality products and services as an operating foundation.

Company and Marketing Strategy

The vision statement of sony is we must seek new approaches to transform
our ability to achieve both profitable and sustainable growth. Their mission
statement is Sony is working to create value for our stake holders, and improve
the quality of life for the next generation through our innovations. Their
Primary goal was The promotion of education in science among the general
public."
Sony focused towards making a difference in the lifestyles in the market and
open up new vistas of entertainment in the country. Sony is broadly divided into
6 SBUs (electronics, game, music, pictures, finance services and
communication network), each further divided into smaller business units, and
commonly named as divisions. The divisions within each SBU are related in
terms of shared products or markets or both, but the divisions of each SBU have
little in common with the divisions of the other SBUs.
Sony's marketing strategy is to position itself as an innovator and a maker of
high quality products which enable it to sell its products at a premium higher
than its competitors. To achieve these goals, the companys innovations are
commonly backed by massive and zealous marketing efforts which have had
helped to create several successful sub-brands such as Trintron, Walkman,
WEGA and BRAVIA. These successes in turn further strengthen the brand
Sony.

Sonys marketing shrewdness has to the No. 1 brand rating. Sony was also
named as the world's 21st most valuable brand in 2000. In short, Sonys
possession of a world-class marketing acumen that has made Sony a global
mega brand is certainly a strength that is hard to imitate and valuable
STRENGTH :

WEAKNESS:

Has a good brand image & customer

loyalty by his service & quality.

Same price in all over the country.

Has high market shares.

As Sony LCD & LED TV is a costly

brand and this high price factor is not
affordable to all customer.

OPPORTUNITY:
Sony is leading brand in consumer durable market because of
its better service and quality.

It has a professionalism, good service attitude and

knowledgeable staff and employee.

Because of keen foresightedness of future demand and

customer perception, Sony can beat all the competitors.

THREATS:

4P
Product
Price

There are some major brands like Samsung, LG which are providing the
good quality products at affordable price keeping in view the
Bangladeshi consumer and this factor is raising the competitors.

Sony Bravia
50,000 - 1,20,000

4C
Consumer solution
Consumer cost
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Place
Promotion

Official Outlets
Television Channel,
Newspaper

Convenience
Communication

The Marketing Environment

Marketers cannot control external environment but they must understand the
changes of external environment and the impact on target market. Creating new
products Sony's marketing managers should be aware of these external
environment factors- social, demographic, economic, technological, political and
legal, and competitive. To succeed they need to collect and evaluate environmental
information.
For example, Sony changed the way people think about technology when it came
up with Bravia 3D HD TVs. Creating this product the company had to answer
these questions:
-are people willing to buy the product?
7

-who's going to buy product? What target market and is it big enough?
-is economic environment in a god condition? is the economy in recession?
- do my competitors have similar products?
The target market of 3D TV consumers most likely would consist of young
people, rather than seniors.
Marketing also depends on lifestyle of people. for example, people who dont spend
too much time at home wouldnt spend money on 3D tv that they will barely
watch.
Economic factors also influence the external environment. Because Bravia 3D tvs
are not cheap not everybody will be afford buying it. People with higher income
will be the major consumers of that product. Also the target market may be
reduced during recession, when the prices will go up.
Another factor that can influence marketing is competitive environment. There are
a lot of different popular similar firms that will also produce 3Dtvs. So Sony has t
work harder to maintain its profits and market share regardless of competitive
market.

Consumer Markets and Buyer Behavior

Sony Bravia falls in Complex Buying for most of the people in Bangladesh.

Customer Driven Marketing Strategy (STP)

Sonys fortunes since changing strategy have been mixed. The effect of the
change on their success so far is difficult to assess as many changes can be attributed
9

to

developments

predating

the

announcement

of

the

strategy

review.

The strategys focus on innovation seems to have been embraced in Sonys

marketing. Marketing strategy has focused on viral marketing - campaigns encouraging
word-of-mouth amplification of the message - with varying success. An advert for the
Bravia TV gained a large amount of press coverage and is discussed on various
blogs, showing that the campaign is generating word-of-mouth promotion. As they are
the market leader they give some reminder advertisement and awareness
advertisement.

Product, Service and Branding Strategy

Product
Line Width
Series

BX

CX

EX

NX
10

32
320

32
520

32
310
520
420

32
520

40
420

40
520

40
520
720

40
710
720

Product
Line
Depth
And
Line Filling

42
410
Sony is very sensitive towards its competitors actions and reactions. To ensure
that the company solidifies its image and reputation as well as achieves the
desired sales and revenues targets, it has no qualms of incurring exorbitant
expenses. For instance, the Bravia brand was launched in 2005 at an estimated
cost of US$30 million and it was supported by massive broadcast, print and online advertising, Internet and dealer events and promotions as well as Grassroots public-relations campaigns to target the high profile people target market.

Conclusion

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.

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Sony plays a vital role in consumer durable market.

Reference

www.google.com
www.rangs.org
www.sony.com
www.wikipedia.org

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