SONY’S MARKETING

PLAN
 PRESENT TO:
SIR. YAWAR ABBAS
 PRESENTED BY:
INNOVATORS

M.COM 2ND SEM

 DBMS UAF
 GROUP MEMBERS

 ZAFAR ABBAS RIZVI

05
 SALEEM MAQBOOL
07
 KASHIF RASHID
04
 BU ALI RANA
03
 YASIR MUSHTAQ
17
 INTRODUCTION
 SONY WORD DERIVE FROM GREEK
WORD SONUS MEANING GODDESS OF
SOUND
 SONY IS MULTINATIONAL ELECTRONIC
CORPORATION.
 ITS HEADQUARTER IS IN TOKYO
 ITS REVENUE IS US$88.7 BILLION (08)
 IT IS WORKING IN 204 COUNTRIES WITH
180500 EMPLOYEES
 IT IS A LEADING
MANUFACTURER OF
ELECTRONICS, VIDEO
& COMUNICATION
 SONY IS IN AMONG
THE WORLD TOP
TWENTY SEMI
CONDUCTOR SALES
LEADER
 VISION
VISION:
WE MUST SEEK NEW
APPROACHES TO TRANSFORM OUR
ABILITY TO ACHIEVE BOTH
PROFITABLE AND SUSTAINABLE
GROWTH
 MISSION
MISSION STATEMENT:
SONY IS WORKING TO CREATE
VALUE FOR ITS STAKEHOLDER AND
IMPROVE THE QUALITY OF LIFE FOR
THE NEXT GENERATION THROUGH
ITS INNOVATION
 SAMPLE PRODUCTS
 TELIVISION AND
PROJECTORS
 HOME VIDEO
 HOME AUDIO
 HOME THEATER
 DIGITAL PHOTOGRAPHY
 HAND CAM VIDEO
CAMERA
 GAME
 HAIR DRYER
 MOBILE PHONES
 OTHER ACCESSORIES
 SALES
9000
8000
7000
6000
5000
4000 SALES
3000
2000
1000
0
2004 2006 2008
 SITUATION ANALYSIS
MARKET SUUMMURY:
SONY CORPORATION HAS IS
SATISFACTORY TO CUSTOMER
NEEDS. AS IT CAN BE CLEARLY SEEN
THAT SONY AS COMPANY HAS
EXPANDED ITS PRODUCTS AND
SERVICES FROM ELECTRONIC AND
DIGITAL DEVICES.
 TARGET MARKET
SONY IS A DIVERSE BRAND THAT PROVIDES
PRODUCT AND SERVICES FOR A WIDE
VARIETY OF PEOPLE.

SONY WILL FOCUS ON EXPANDING ITS

SEGMENT IN THE WOMEN’S MARKET.

WOMEN MAKE UP OVER HALF THE SALES IN

THE CONSUMER ELECTRONICS AND
INFLUENCE OVER 80% OF PURCHASES
 SWOT ANALYSIS
STRENGTHS:
ONE OF THE WORLDS LARGEST
MANUFACTURER OF ELECTRONIC
PRODUCTS
ITS BRAND LOYALTY IS VERY
HUGE AMONG CONSUMERS
INNOVATION HAS BECOME A PART
OF MAINSTREAM CULTURE.
THERE IS A LONG LIST OF
PRODUCTS INTRODUCED BY SONY 1ST TIME
EVER E.G I.POD, LCD TV & WALKMAN.
 WEAKNESSES:
DECLINE IN PRODUCT
COMPETIVENESS
INEFFICIENT MANUFACTURING
STRUCTURE
HIGH PRICE PRODUCTS
 OPPURTUNITIES
PARTNERSHIP WITH FIFA
FOR WRLDCUPS 2010 &
2014
THAT’S WHY IT WILL
INCREASE BRAND
AWARENESS
ITS EXPECTED GROWTH
$171 BILLION
 THREATS:
INCREASING PRICE OF RAW MATERIALS
UNSTABLE SUPPLY AND DEMAND
CONDITIONS
EXPECTED INCREASE OF $350 MILLION FOR
2008-09
INTENSE COMPETITION
ECONOMIC DOWN TURN IN WORLD
 COMPETITOR ANALYSIS
 HUGE COMPETITORS IN EVERY
BUSINESS AT EVERY LEVEL
 TOSHIBA AND SHARP ARE TOP
COMPETITORS IN JAPAN
 PANASONIC’S OPERATING INCOME
INCREASE IN 2007-08 BUT SONY
INCOME DOWN 57.2% FOR THE
SAME PERIOD
MARKETING STRATEGIES
 MARKETING OBJECTIVES
INCREASING SALE FOR SONY
ELECTRONIC PRODUCT AS WELL
DELIVER CORPORATE VALUE TO
CUSTOMERS AND PARTNERS.
 FINANCIAL OBJECTIVES
TO DECREASE PER UNIT COST
MORE ADVERTISING WITH
LOW EXPENSES
 POSITIONING
SONY IS ONE OF THE
WORLD’S GREATEST BRAND IN THE
EYE OF THE CONSUMER
SONY PRODUCTS ARE
CONSIDERED TO BE HIGH QUALITY,
UNIQUE AND CONVINIENT
SONY HAS AN INNOVATIVE
CULTURE
 MARKETING MIX
 PRICING
SONY DECIDES PRICE
WITH CONSULTATION
OF MARKETING
MANAGER
SONY BRAVIA LCD TV IS
A SKIMMING PRICING
STRATEGY
SONY CYBERSHOT
DIGITAL CAMERA IS
PENETRATION
STRATEGY
 SONY DISTRIBUTION
SONY USES 1 LEVEL 2
LEVEL AND ZERO
LEVEL CHANNELS, LIKE
IN UAE 1 CHANNEL
DISTRIBAUTION.
THROUGH INTERNET,
SONY HELPS
CUSTOMERS TO FIND
NEAREST RETAILER
SHOP.
 ADVERTISEMENT AND
PROMOTION
COMPANY’S
PROMOMOTION EFFORTS
ARE CONTROLABLE MEANS
TO CREATE AWARENESS
AMONG PUBLIC ABOUT
ITSELF.
SONY ADVERTISE ITS
PRODUCTS THROUGH
DIFFERENT WAYS IN MEDIA
LIKE TV, INTERNET AND E-
MAILS
 COMPANY RESEARCH
SONY’S R&D DEPARTMENT
HAS 31% LABOUR FORCE INVOLVE
TO CREATE INNOVATIVE PRODUCTS.
SONY EVERY YEAR SPENT
25% OF ITS INCOME ON R&D.
 FINANCIALS
2004 2005 2006 2007 2008

SALES 7530. 7191. 7510.6 8295.7 8871.4

6 3

OP. 133.1 145.6 226.4 71.8 374.5

INCOME

NET 88.5 163.8 123.6 125.3 369.4

INCOME
9000
8000
7000
6000
5000 SALES
4000 OP. INCOME
3000 NET INCOME
2000
1000
0
4 5 6 7 8
MANAGERIAL IMPLICATION
AND RECOMMENDATINS
 SONY WILL HAVE TO RETOOL THEIR
PRODUCT AND OVER ALL MARKET
ATTITUDES TO SUIT DIFFERENT
DEMOGRAPHICS AND CAPTURE THE
GROWTH OPPURTUNITIES IN TECHNOLOGY
DEVELOPMENTS
 DECREASE THE NUMBER OF MATERIALS
AND PARTS REQUIRED TO MANUFACTURE
AND KEEP COST DOWN
 BRING A STRONG PRESENSE TO E-
PRODUCT AND INNOVATIVE DEVICES
 LIKE COPUTER
HANDHELD AND
PERIPHERAL
DEVICES
 DEGITAL CAMERA
AND CAMCODERS
 MOBILE PHONES
 LCD TV
 SEMICONDUCTOR
INNOVATION