2. ABOUT
Sony Corporation commonly referred to as sony, is a japanese multinational
conglomerate corporation which was founded in 7th May 1946 & headquartered
in Tokyo, Japan.
Sony is the pioneer in the entertainment and electronics industry for decades.
With presence over more than 150+ countries.
Sony's principal business operations include
Sony Corporation (Sony Electronics in the U.S.)
Sony Pictures Entertainment
Sony Computer Entertainment
Sony Music Entertainment,
Sony Mobile Communications(formerly Sony Ericsson),
3. SONY-In India
Sony India Pvt. Ltd., based in New Delhi, was founded in November 17,1994 is the
Indian subsidiary of Japan's Sony corporation, headquartered in Tokyo.
Sony's principal Indian businesses include Marketing, Sales and After-Sales Service
of electronic products & software exports.
In India Sony has two different units, one for sales & marketing(Delhi) another for
software and product development(Bangalore).
Sony targets its customers very carefully with augmentation in products in terms of
designs and performance to cater different kind of customers, ranging from teenage to
businessmen to everyday user.
4. Mission & Vision
Mission
“ To became a leading global provider of networked consumer
electronics, entertainment and services.”
Vision
“We invite new thinking, so even more fantastic ideas can evolve.
We take chances. We exceed expectations. We help dreamers
dream.”
6. ALL UNDER A SINGLE ROOF- SONY CENTER
To enable to communicate the Sony brand message to consumers directly, they
have established a network of approximately 10400 dealers & ditributors,270
exclusive sony outlets other branded shops nationwide.
Sony Center thus contribute to an enhanced brand image, as well as to greater recognition
of the Sony name.
It also provides customers with a highly involved shopping experience, with greater
convenience and the assistance of trained staff.
7. Cont…...
Sony Center, which forms a part of Sony's distribution channel along with
multi-brand outlets (MBOs), exclusively serves as a one-stop hi-tech showcase
for Sony's entire range of products in India.
It is the right platform for Sony's niche product launches like the XPERIA Z2.
Sony Corp. has No. 1 market share in flat-panel TVs in India at 34% and digital
cameras at 40%, according to the maker of Bravia TVs and Cybershot cameras.
Sony is also No. 1 in the country in home theaters and camcorders.
8. OPERATIONAL STRENGTHS
As India is geographically large, it is critical to operate in the most suitable
way that fits each city and region. Sony classifies the Indian market into three
categories, ranging from small cities to large metropolitan areas.
It’s 19 sales branches cover a total of 450 cities.
To ensure Its customers can use Sony products without concern, it has also
developed a network of 250 service centers & 23 direct branches across the
country.
It has established 30 warehouses nationwide, ensuring its ability to manage
its supply chain effectively.
9. Focusing on Middle Class and Youth Market
The another reason for Sony’s success in India is flogging the right stuff to the right
people, namely the aspirational middle class.
Sony has come down heavily on the practice of discounting to avoid erosion of brand
equity.
Sony dealers get good margins even if the price is steeper than products of other
companies. This also results in a strong network for Sony.
It routinely sets the standard price, telling dealers they cannot go below a certain
price point. If they are found discounting, their dealership is simply revoked.
10. Products Portfolio
• TV & Home Cinema
• Camera & Camcorders
• VAIO & Computing
• Reader E-Book
• Home Audio
• Portable Audio
• Accessory Finder
• Playstation
• Memory, discs & batteries
• Car Audio
• Headphones
