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Sony Marketing Plan Slide Show
 

Sony Marketing Plan Slide Show

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This is the PowerPoint presentation of a Marketing/Business Plan me and four of my classmates made for Sony\'s consumer electronics market for our Marketing Management class.

This is the PowerPoint presentation of a Marketing/Business Plan me and four of my classmates made for Sony\'s consumer electronics market for our Marketing Management class.

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    Sony Marketing Plan Slide Show Sony Marketing Plan Slide Show Presentation Transcript

    • Sony Group No. 7 Jennifer Busacca, Trevor Helms, William Logan, Stephen Remillard & Stephen Giusti
    • Sony Company Background
      • Sony Corporation has been a leader in motion picture, television, computer entertainment, music and online businesses.
      • In the past year, annual sales in the fiscal year end of March 31, 2008 estimated $88.7 billion, and it employs 180,500 people worldwide.
      • With a high level of brand awareness amongst most consumers, Sony has become a widely recognized global brand.
      • The company operates globally in over 204 countries across Japan, North America, Europe, and Asian countries
    • Sony Marketing Objective
      • Our marketing team is focused on increasing sales for Sony’s electronic products, as well deliver corporate value to their customers and partners. Because the electronic consumer market is such a large industry, there is a great opportunity for Sony to capture a large share of this market, despite the economic down turn in the U.S.
    • Sony Marketing Challenge
      • Sony has experienced declining sales in consumer electronics, which in-turn, has forced the company to respond to the declining unit price. Overall, this has resulted in size reduction of TV screens, as well as fierce price-cutting competition.
      • Elimination of more than 16,000 jobs, and a shutdown of a total of six production bases.
      • Joint-ventures including Sony Ericsson Mobile Communications & Samsung LCD panels.
      • Price increases in both raw materials and parts will be a challenge to manufacture electronic devices and maintain competitive pricing.
    • Sony SWOT ANALYSIS: Strengths
    • Sony SWOT ANALYSIS: Weaknesses
      • Decline in product competiveness
      • Inefficient manufacturing structure
      • Consumer Satisfaction
    • Sony Opportunities
      • Business Reorganization
        • Allocate management resources
        • Divest, downsize, withdraw from certain areas
        • Large scale, world wide layoffs
      • Partnership with FIFA
        • Sponsorship includes 2010 & 2014 World Cups
        • Enhance brand awareness, recognition, and trust
      • Expand Consumer Electronics Market
        • Industry expected growth of $171 billion in 2009
        • Blu-Ray DVDs expected sales more than $1.2 billion for 2009
    • Sony Threats
      • Integration of joint ventures & alliances
        • Aligned with Samsung to market S-LCD panels
        • Result was net loss of $100 million for fiscal year 2005-2006
      • Increasing price of raw materials
        • Unstable supply & demand conditions
        • Currency exchange risk
        • Expected increase of $350 million for 2008-2009 fiscal year (little Sony can do about it)
      • Counterfeit goods
      • Intense competition (more on next slide)
    • Sony Competitor Analysis
      • Huge competitors in every business at every level (consumer electronics, music industry, movies, games)
      • Low PBR (price-to-book ratio)
      • LCD TVs are Sony’s leading revenue driver
        • At a disadvantage since they don’t make LCD panels (all their competitors do)
      • Toshiba and Sharp top competitors in Japan
      • Panasonic net income, profit, operating profit ALL increased in fiscal year 2007-2008
      • Sony operating income down 57.2% for same period
    • Sony Product Strategy
      • Sony has been a leader in motion picture, television, computer entertainment, music and online businesses.
      • The product that demonstrates this leadership is Sony’s new BRAVIA XBR9 series televisions.
      • Major Features:
        • Ethernet connection that gives the largest selections of free and premium movies, TV shows, and sports out there.
        • Full HD vibrant screen
        • Sony’s new Motion flow 240Hz technology, which delivers exceptionally crisp and detailed images by quadrupling the frame rate of conventional LCD TVs.
    • Sony Pricing Strategy
      • The suggested retail price will be:
        • $3,599.99 for 52”
        • $3,099.99 for 46“
        • $2,799.99 for 40”
      • The price of the XBR9 series is designed and priced to be competitive with Samsung and LG HDTV’s
    • Sony Marketing Strategies
    •  
    • Sony Target Market
      • Demographics
        • Sony is a diverse brand that provides products and services for a wide variety of people.
        • Sony will focus on expanding their segments in the women’s market.
          • Women make up over half the sales in consumer electronics and influence over 80% of purchases.
    • Sony Differentiation
      • Quality
        • Sony strives on innovative products that are easy for consumers to use.
      • Market Leader
        • Sony is the market leader in electronics.
          • In particular Sony is the number one leader in television market share.
    • Sony 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 convenient.
      • Mainstream culture has embraced Sony’s innovation.
    • Sony Promotional Strategies
      • No interest and no payments for 24 months if the customer applies for the new Sony Financial Services Card at point of purchase.
      • Save up to $360 when they bundle the BRAVIA XBR9 series LCD HDTV with the new BDP-S360 Blu-ray Disc Player ($299.99 retail
        • $360 for the 55”, $300 for the 46”, $280 for the 40”
      • Introduction of a new tagline created to target LG Electronics tagline “Life’s Good”
        • “ Now Life’s Better”
    • Sony Managerial Implications & Recommendations
      • Sony will have to retool their products, and overall marketing attitudes to suit different demographics, and capture the growth opportunities in technology developments .
        • Decrease the number of materials and parts required to manufacture, and keep costs down.
        • Bring a strong presence to e-products & innovative devices, which will provide an opportunity to capture a large share of the electronic market.
        • Computer/handhelds & Peripherals.
        • Digital Cameras & Camcorders
        • Mobile Phones
        • LCD Televisions
        • Semiconductor Innovation.