Mid term : Direct And Online Marketing

Made by : Inderpreet Singh Gaba

Roll No – M09070034
Introduction
•Multinational conglomerate
corporation headquartered in
Mintao (Japan);

•One of leading manufacturers of

electronics, video,
communications, video game
consoles and information
technology products for the
consumer and proffesional
markets;

•Sony is among the Worldwide

Top 20 Semiconductor Sales
Leaders
Sony Corporation
• Founded : May 7, 1946

• Headquarters : Konan, Minato-ku, Tokyo, Japan

• Chairman, CEO and President : Howard Stringer

• Vice Chairman : Ryoji Chubachi

• Employees : 167,900 (as of March 2010)

Areas of Operation
Origin of Name
• The name "Sony" was chosen for the brand as a mix of two words. One was
the Latin word Sonus which is the root of "sonic" and "sound" and the other
was "sonny", a familiar term used in 1950s America to call a boy.

• Morita pushed for a word that does not exist in any language so that they
could claim the word "Sony" as their own.

• At the time of the change, it was extremely unusual for a Japanese company to
use Roman letters instead of kanji to spell its name.

SonySony
Corporation
Corporation
ソニー株式会社
ソニー株式会社
Affiliated Companies (Japan)
Sony Bank Inc. Sony Energy Device Corporation.

Sony Broadband Solutions Corporation Sony Engineering Corporation

Sony Broadcast Media Co., Ltd Sony Enterprise Co., Ltd.

Sony Chemical & Information Device Corporation Sony Facility Management Corporation

Sony Computer Entertainment Inc. Sony Finance International, Inc.

Sony Computer Science Laboratories, Inc., Sony Financial Holdings, Inc.

Sony Digital Network Applications Inc. Sony Global Solutions Inc.

Sony Disc & Digital Solutions Inc. Sony Human Capital Corporation.

Sony Institute of Higher Education Shohoku College

Sony EMCS Corporation.

Sony Life Insurance Co., Ltd.

Sonny Assurance
Sony LSI Design Inc.
Sony Manufacturing Systems Corporation

Sony Marketing (Japan) Inc.

Sony Music Communications Inc.

Sony Music Distribution (Japan) Inc.

Sony Music Entertainment (Japan) Inc.

Affiliated Companies (Outside Japan)
Sony Americas Holding,Inc Sony de Mexico S.A. de C.V.

Sony Deutschland G.m.b.H.

Sony Australia Ltd.
Sony Device Technology (Thailand) Co., Ltd.
Sony Benelux B.V.
Sony Electronics Asia Pacific Pte Ltd.
Sony Berlin G.m.b.H.
Sony Electronics Inc.

SONY BMG MANAGEMENT CO., LLC Sony Electronics (Singapore) Pte. Ltd.

Sony BMG Music Entertainment Sony Korea Corporation

Sony Latin America Inc.

SONY BMG MUSIC ENTERTAINMENT BV
Sony Magnetic Products Inc. of America
Sony Brasil Ltda.
Sony Malaysia Sdn. Bhd.
Sony Broadband Entertainment Inc.
Sony Corporation of Hong Kong Ltd.

Sony Capital Corporation Sony Corporation of Panama, S. A.

Sony Computer Entertainment America Sony (China) Limited

Inc.
Sony Corporation of Hong Kong Ltd.
Sony Computer Entertainment Europe Sony Corporation of Panama, S. A.
Limited.
Sony (China) Limited
Purpose of Incorporation

• To establish of an ideal factory that stresses a spirit of freedom and open-

mindedness, and where engineers with sincere motivation can exercise their
technological skills to the highest level.

• To reconstruct Japan and to elevate the nation's culture through dynamic

technological and manufacturing activities;

• To promptly apply highly advanced technologies which were developed in

various sectors during the war to common households;

• To rapidly commercialize superior technological findings in universities and

research institutions that are worthy of application in common households;
Continued..
• To bring radio communications and similar devices into common
households and to promote the use of home electric appliances;

• To actively participate in the reconstruction of war-damaged

communications network by providing needed technology;

• To produce high-quality radios and to provide radio services that are

appropriate for the coming new era;

• To promote the education of science among the general public.

SONY Group Organization
Sony’s Business Operations
Sony’s principal business operations include:

• Sony Corporation,
• Sony Pictures Entertainment,
• Sony Computer Entertainment,
• Sony BMG Music Entertainment,
• Sonny Ericsson,
• Sony Financial Holdings
SONY Products
Evolution of Famous SONY
Products (Television)
Evolution of Famous SONY
Products (Camera’s)
Evolution of Famous SONY
Products (Personal Audio)
Facts and figures

Sales And Operating Revenue By Geographic Segment

29% 25%
Japan
United States
Europe
Other Area
22% 23%

Year ended 2008

Year ended 2009

Source : sony.net
Revenue by Business Segment

Source : sony.net
 List Of Acquisition by SONY Corporation
Number Acquisition date Company Business Country Value (USD) Used as / Integrated with

21 March 2, 2010 Media Molecule Video Game  UK   Sony Computer Entertainment

iCyt Mission
20 February 10, 2010 flow cytometers  USA    
Technology

19 January 28, 2010 Convergent Media Syste Video Integration  USA    

ms Corporation

18 July 2, 2008 Gracenote Media Management  USA U$260,000,000  

17 September 20, 2007 Bigbig Studios Video Game  UK   Sony Computer Entertainment

16 September 20, 2007 Evolution Studios Video Game  UK   Sony Computer Entertainment

15 May 15, 2007 Sigil Games Online Inc Video Game  USA   Sony Online Entertainment

14 May 30, 2007 Famous Music Music publishing  USA U$370,000,000 Sony/ATV

13 August 23, 2006 Grouper Networks Video On Demand  USA U$65,000,000 Crackle

12 January 25, 2006 Zipper Interactive Video Game  USA   Sony Computer Entertainment
 Contd…
December 7,
11 Guerrilla Games Video Game  NED   Sony Computer Ente
2005 rtainment

September 27,
10 Aiwa Electronics  JPN   Sony Electronics
2002

9 August 7, 2002 Incognito Entertainment Video Games  USA   Sony Computer Ente
rtainment
8 July 9, 2002 Acuff Rose Music Publishing  USA U$157,000,000 Sony/ATV

January 22,
7 Naughty Dog Video Game  USA   Sony Computer Ente
2001 rtainment

6 ? 2000 Eidetic Games Video Game  USA   Sony Bend

5 May 21, 1993 Psygnosis Limited Video Game  USA   SCE Studio Liverpool

September 29, Movies/Televisio

4 Guber-Peters Entertainment C  USA U$200,000,000 Sony Pictures Entert
1989 ompany n ainment
September 28, Movies/Televisio
3 Columbia Pictures Entertainme  USA U$3,400,000,000 Sony Pictures Entert
1989 nt n ainment
November 19,
2 CBS Record Group Music  USA U$2,000,000,000 Sony Music Entertain
1987 ment
February 4, Music Center
1 Professional audio  USA N/A Sony Professional Pr
1982 Incorporated oducts
Operative Revenue And Income

Source: www.annualreports.com
ROE and Free Cash Flow

Source:
www.annualreports.com
Capital expenditure and
R&D Investment

Source: www.annualreports.com
SONY’s Tripod for Success
Sony Online Marketing
Official Website
Sony Newsletter
facebook
• Sony has different pages for its diff products.

• If all the pages likes are summed up it comes out to 10274452 likes
by worldwide users of facebook, of which playstaion attracts a huge
number of like at facebook.

• It has launched a new contest wherein the company is inviting people

at play station headquarters for a gaming competition.
Adwords by Google
Social Mention
Twingly.com
SONY Official Channel on You Tube
Featured Video’s on You Tube
Sony
E-mail
Marketing
Sony's new Internet marketing secret

• Marketers at Sony Corp., seeking an alternative to tired traditional

Internet marketing methods, have found a new way to connect with
consumers -- online courses.

• 2004, Sony launched its first online tutorial, providing tips and
information on digital photography, and it has since expanded to four.

•  Entitled Sony 101, it provides four "campuses" for online visitors:

personal computing, home entertainment, digital photography, and
business solutions for the small business.
Continued..
• Visitors to the site can enroll in any of the campuses, which typically
feature four to five courses each month and include content on a
specific topic with an expert in the field. 

• The content is generic to the industry and generally free of Sony

marketing messages, apart from a sidebar that pops up throughout the
course offering relevant Sony products.
Purpose of the Tutorial Promotion
• "We did not want the content to be an infomercial where
we were only promoting Sony," said Barbara L. Miller,
director of corporate marketing Web services with the
Tokyo-based company.

• "We wanted it to speak to changes in technology and

industry-wide
Sony Extends Email Marketing Contract with Emailvision

• The deal will see Sony use Emailvision's Campaign Commander

software across its European electronics division, which covers 35
countries and five product divisions.

• Emailvision's software allows Sony to target its customers through a

triggered email cycle, based on when they register their product.

• A personalised email is sent at timed intervals, such as 30 or 60 days

after registration, with specific offers and promotions as well as tips on
how to best use the specific registered Sony product.
Continued..
• his approach is designed to encourage return visits to
Sony's website or stores and to ensure customers are
receiving personalised communication.

• "By targeting existing customers with relevant and

personalised information on a regular basis, we have to be
sure that we are using the right solutions.

• "Sony is a great example of where email marketing is

helping to maximise such relationships and ensure greater
marketing success."
Bibliography
• Yadong Luo: Multinational enterprises in emerging
markets, Copenhagen Business School Press DK, 2002
• www.sony.net
• www.sony.pl
• www.sony.com
• www.annualreports.com
• Scribd.com
Thank You