3224035 Abdullah Sami Hussain Bakhsh
3224001 Rubayyi Abdullah Nasser Alkorbi
3224795 Ammar Abdullah Saeed Bawazeer
3224066 Mohammed Jaber Ahmed Nahari
Mr. Ali Rashid Cheema
Division of The Work Between Group 4:
TASK DONE BY
Introduction & Conclusion
Ammar Abdullah Saeed Bawazeer
Abdullah Sami Hussain Bakhsh
Ammar Abdullah Saeed Bawazeer
Mohammed Jaber Ahmed Nahari
Abdullah Sami Hussain Bakhsh
Rubayyi Abdullah Nasser Alkorbi
Designing The Report
Mohammed Jaber Ahmed Nahari
Rubayyi Abdullah Nasser Alkorbi
Table of Contents:
Division of The Work …………………………………. 1
Introduction …………………………………………… 3
SONY Marketing ……………………………………… 5
1. Sony's Slogan: "make.believe" ………………… 5
2. Sony's Marketing Mix …………………………... 6
2.1 SONY Products ………………………………………. 6
2.2 SONY Promotion …………………………………….. 6
2.2.1 Advertising ……………………………………… 6
2.2.2 Sales Promotion …………………………………. 7
2.2.3 Public Relations and Publicity …………………... 7
2.3. SONY Place (Distribution) ………………………….. 8
2.4. SONY Price …………………………………………... 8
SONY Products ………………………………………… 10
i. Television and Projectors …………………………. 10
ii. Home video ………………………………………… 11
iii. Home Audio ………………………………………... 11
iv. Home Theatre system ……………………………… 11
v. Digital Photography ……………………………….. 12
vi. Handycam video camera ………………………….. 12
vii. Computer and Peripheral …………………………. 12
viii. Portable Audio ……………………………………... 13
ix. Games ……………………………………………….. 13
x. Mobile phones ………………………………………. 13
xi. In-Car entertainment ………………………………. 14
xii. Storage and Recording media ……………………... 14
xiii. Batteries and Charger …………………………….... 14
The Turning Point of SONY (PlayStation 2) ………….. 15
Conclusion ……………………………………………….. 17
Appendices ………………………………………………. 18
Sony’s humble beginning started
in Japan in 1946 from the sheer
determination and hard work of two
bright and enterprising young men.
Both Masaru Ibuka and Akio Morita
joined hands in making their dream
of a successful global company a
reality. Learn more about who we are and what we do in this section.
It was in 1946 that Masaru Ibuka and Akio Morita together with a small
team of passionate and committed group of employees started to build “Tokyo
Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research
Institute” into the billion dollar global conglomerate that it is today. The main
objective of the company was to design and create innovative products which
would benefit the people.
From early attempts at creating products like the rice-cooker to the later
success of creating Japan’s first magnetic recorder, the innovative company
went on to create other hit products which won the company widespread
recognition and international acclaim as a truly global company known for its
quality and innovative products. Significant product milestones included
Japan’s first transistor radio (1955), Trinitron colour television (1968),
Walkman personal stereo (1979), Handycam video camera (1989),
PlayStation (1994), Blu-ray Disc recorder (2003), and PlayStation 3 (2006).
The company name of Sony was created by combining two words of
“sonus” and “sonny”. The word “sonus” in Latin represents words like sound
and sonic. The other word “sonny” means little son. Used in combination,
Sony is supposed to represent a very small group of young people who have
the energy and passion towards unlimited creations and innovative ideas.
With the far-sight of expanding worldwide, it was in 1958 that the company
formally adopted “Sony Corporation” as its corporate name. Easy to
pronounce and read in any language, the name Sony, which has a lively ring
to it, fits comfortably with the spirit of freedom and open-mindedness.
SONY Company's Details
May 7, 1946
1-7-1 Konan, Minato-ku, Tokyo 108-0075, Japan
Representative Corporate Executive Officers
President and CEO
Locations of Major Offices and Research Centers (in Japan)
Tokyo, Kanagawa, Miyagi
162,700 (as of March 31, 2012)
Consolidated Sales and Operating revenue(2011)
6,493,200 million yen
In the minds of consumers, Sony is one of the world’s greatest brands - the
company was once again rated the number one brand in the U.S. by the 2000
Harris poll. As noted, much of the brand equity Sony enjoys is rooted in
1. Sony's Slogan: "make.believe"
Sony had several slogans
in the past, starting from
"The One and Only", "It's a
Sony" and "like.no.other". In
2009, Sony announced a
brand strategy at IFA 2009 to
replace the "like.no.other"
moniker. The words
"make.believe" form the
"Sony Group Brand Message". The words are designed to unify the
company's efforts at communication, and to reinvigorate the Sony brand. This
marks the first time any message has served to represent the company's
entire range of products. Previously, the company adopted separate
strategies in its promotion of entertainment and electronics products.
Following the announcement of the "make.believe" brand strategy, the
company included the logo at the end of advertisements. Sony also expanded
the initial ad to print, television, digital, and outdoor advertisements across
Europe. The company launched the "make.believe" strategy in the United
States in January 2010.
Sony budgeted US$100 million for its "make.believe" campaign in 2010.
That same year, Sony rolled out the second portion of the campaign, focused
on promoting its 3D offerings. It broadcast television advertisements featuring
American football player Peyton Manning as well as pop singer Justin
Timberlake. The ads were intended to teach consumers about 3D and reduce
misconceptions about the technology. As a part of the push, the company
planned to conduct several thousand demonstrations in retail settings,
allowing consumers to see 3D technology first-hand.
2. Sony's Marketing Mix
Sony engages in a variety of different marketing efforts, as one of the
world's largest and most pervasive corporations.
The major marketing mix variables that will be discussed in this report are:
2.1 SONY Products
We will talk in details about the products in its own chapter in the report.
2.2 SONY Promotion
SonyMarketing Communication Mix:
The major elements of promotion mix include advertising, personal selling,
sales promotion, direct marketing, and publicity. Sony Corporation has used
all of these marketing communication mix elements.
SONY has advertised its products through many different ways and media.
Regarding the advertisements through TV, we have seen different
advertisements of its products such as Bravia televisions or Sony Playstations
products. Sony also advertises its products by targeting those favorable
television programs, like sports and series. Additionally, Sony has its own
channel called Sony TV channel.
Sony also uses public events; such as GITEX to promote its products.
Also, Sony has advertised its games like Playstation 3, Playstation 2 and PSP
using sports events like football games in England premier league.
For advertisements through newspapers, Sony has advertised a wide
range of products that it offers to its customers via famous newspapers in the
world. It also sends posters with certain messages to a lot of people to be
aware of the products which Sony offers.
Sony also uses direct – response advertising. This type of advertising
encourages the consumers to respond either by providing feedback to the
advertiser or placing the order with the advertiser either by telephone, mail or
the internet. Such advertising is done through direct mail or catalogues.
Sony incorporates co-operative advertising in its advertising process. Sony
Corporation provides the dealers (e.g. Sony World) with the materials and
guidelines to develop ads for print, television or radio commercials. This
ensures that message is in line with what the manufacture wants to
communicate. The company and the dealers usually share the media costs
and hence, the name ‘co-operative advertising’.
2.2.2 Sales Promotion
Sony has promoted its products through different sales promotional
strategies. For example, after the release of the Sony BRAVIA television sets,
Sony promoted them using early bird prizes approach, saying that all BRAVIA
full HD LCDTVs purchased during an specific period and registered within two
weeks of purchase will qualify for a Bonus Playstation 3, as long as the
customer claim is one of the first 35,000 purchases received and validated by
Also Sony has promoted one of its Sony Ericsson phones by including a
scratch card which gives the customer the offer to download 10 free software
applications for that mobile phone.
Sony Ericsson has also promoted its Sony Ericsson K550i Mid-Range
Cyber-shot Phone with that if you buy it, you will get a free Bluetooth headset
with one year manufacturer’s warranty.
2.2.3 Public Relations and Publicity
Through its website, Sony Corporation has its provided contacts for those
customers who will be in need of any information from the company. In this
way, Sony can create a mutual relationship with its customers and ensures
that it serves the wishes and demands of its customers.
Unpleasant situations arising as a result of negative events may precipitate
unfavorable public reactions for an organization. To minimize the negative
effect of such situations leading to unfavorable coverage, the company has
policies and procedures in place to manage help any such public relation
2.3 SONY Place (Distribution)
Sony being the company which positions itself as a seller of durable and
high-end products, it is practicing selective distribution of its products from the
selective dealers i.e. SONY World. Apart from this, there are grey-markets in
some countries where a practice of intensive market coverage is practiced,
and the products in these kind of markets normally do not posses all the
features and benefits which Sony offers e.g. warranty and guarantee.
Sony distributes its products through various channels. It uses Zero-level
channel (Customers buy products directly from the company itself), one level
channel (Customers buy products from retailers who buy them directly from
the company) and two-level channel (Customers buy products from retailers,
retailers from wholesalers, wholesalers from the company).
Sony has also made the online shopping available to its customers.
Customer can find the nearest retail shop where they can buy the Sony
products. All they have to do is to go to their website and specify the product
and location. Then it will display all the nearest retail shop available.
2.4 SONY Price
Customers usually relate prices to quality, particularly in case of products
that are ego intensive of technology based. Therefore, Sony being a company
which emphasizes product quality, it tends to sell its products with price range
from moderately-high to high-prices, depending on the use and the targeted
Facts and Figures
Here are the basic information about the Sony Corporation. Reflect figures for
the financial year ended 31 March 2007.
• Sony sales and operating income: 70.30 billion U.S. dollars
• Sony's operating income: U.S. $ 0.61 billion
• profit / net income for Sony: U.S. $ 1.07 billion
• Details of the volume of sales by region
(Japan - 25.6%, the United States - 26.9%, Europe - 24.6%, other regions -
• Number of employees worldwide Sony: 163,000
• Sony spending on research and development: 4.61 billion U.S. dollars
Sony has a variety of products ranging from electronic devices, games and
entertainment. So, briefly Sony products can be categorized in the following
major product categories:
i. Television and Projectors.
ii. Home video.
iii. Home Audio.
iv. Home Theatre system.
v. Digital Photography.
vi. Handycam video camera.
vii. Computer and Peripheral.
viii. Portable Audio.
x. Mobile phones.
xi. In-Car entertainment.
xii. Storage and Recording media.
xiii. Batteries and Charger.
xiv. Other Accessories.
In the category of television and projector, Sony has further subdivided its
products in different models, style and performance. In this category we have
several other sub categories and designs which are:
1. Bravia LCD TV
2. CRT TV
3. Home theatre projector
4. Business Projector
5. Public Display Panel
As it can be seen above, Sony has tried to cover many areas where the
need of displaying devices are of great need. For example, here we can see
that Sony has tried to fulfill the demand of displaying devices from the home
television sets, Office projectors and Public display panels to cover different
needs and the size of the people in need of those displaying devices.
ii. Home Video
In this category, Sony has tried to bring in new format so as to dominate
the market. For example, the emerging data storage format called Blue-ray
has been launched along with the devices which can be used to run such a
latest storage technology. In these categories, Sony has included home video
systems and accessories which can enable the user to record various favorite
TV programs. These products include:
1. Blue-ray disc player
2. DVD player
3. DVD portable player
iii. Home Audio
Depending on the customer needs, usage and budgets, Sony has provided
several home audio products ranging from small packages to big audio
systems. They boast on their Hi-Fi which delivers rich music, made richer with
preset equalizer settings. Among other features that Sony boast to offer are:
multiple disc changers which allow consumers to put many discs at once.
Also, there are some additional features such as the ability to handle multiple
formats, track programming, and repeat and random play. Sony home audio
products are categorized as:
1. Hi-Fi Systems
2. Home audio accessories
iv. Home Theatre System
Sony has tried to combine the latest video and audio technologies. Sony
has developed a series of Home Theatre Systems that provides customers
with an enhanced home theatre experience, with features like Surrounded
sound environment, and dedicated audio input for connecting portable digital
music players. Sony has categorized its home theatre products as:
1. DVD Home Theatre System
2. Home Theatre Component System
3. Home Theatre System Accessories
v. Digital Photography
Sony has produced a variety of imaging devices depending on the users
and their professions. For example, beginners can use slim camera which can
be easy to carry or put on the purse. For professionals, there are more
sophisticated cameras with advanced features like digital SLR camera. Also,
they have produced photo printers and frames. The sub-categories in digital
photography which Sony offers include:
1. Digital SLR
2. Cybershot Digital Camera
3. Digital Photo Printer
4. Digital Photo Frame.
vi. HandyCam Video Camera
Sony has produced a variety of video camera for home and office use.
They are friendly to use for different purposes such as producing family video,
documentary filming and developing feature films. The subcategories of these
handy cam video camera are as follows:
1. Handycam high definition video Camera
2. Handycam Standard Definition Video
3. Handycam Accessories
4. Digital Photo Printer
5. Digital Photo Frame
vii. Computer andPeripherals
Sony provides a range of IT and computing devices. In case of the
computer devices, Sony has produced a variety of laptops with different price
ranges and performance to meet the demands of the users like home users,
students and business men. The sub-categories of these are:
1. VAIO laptops and computers
2. VAIO accessories
3. Business Projectors
4. Memory Sticks
Sony has produced several portable audio products whose main target is
youth of the new generation. The sub-categories of these portable audio
1. Walkman mp3 series
2. CD Walkman series
3. CD/Radio/Cassette player
5. Voice recorder
6. Audio Accessories
Sony offers games of all types to match customers gaming preferences. Also,
Sony has produced Powerful consoles which are accompanied with
compelling games. Games produced by Sony include:
1. Playstation 1
2. Playstation 2
3. Playstation 3
4. PSP (Playstation Portable)
x. Mobile Phones
With Sony Ericsson, Sony has produced a variety of mobile phones
for different people, lifestyle, usage, budget and profession. Additionally, a
series of mobile phone accessories have been produced by Sony so that
customers can organize their mobile phones' appearance, prevent them from
damage, or enhance their usage. Among the subcategories are:
2. Phone Accessories.
xi. In-Car Entertainment
There are different in-car entertainment products that have been produced
by Sony. Apart from the normal car radio and CD changer devices, Sony has
produced more entertaining devices to view different media like video and
television. Among the products are:
1. Xplod CD receiver
2. Xplod in car visual
3. Xplod Cassette receiver
4. Xplod Amplifier
5. Xplod Speaker/Subwoofer
xii. Storage andRecording Media
Sony has developed a range of reliable storage and recording media that
customers can depend on for recording, transferring or storing their
information. These products range from devices which can be used to store
small amount of data for transfer, to media that can store a large amount of
data permanently. The subcategories of these products include:
1. Memory Sticks
2. USB storage media
3. Data storage media
4. Video Storage media
5. Audio media
6. Storage media
7. Professional media
xiii. Batteries and Charger
Sony has a range of batteries that are long-lasting and offer maximum
power for optimum performance, making sure that the customers will never be
left hanging during the most crucial time.
The Turning Point of SONY
The PlayStation is a series of video game consoles created and developed
by Sony Computer Entertainment. With consoles in the fifth, sixth, seventh
and eighth generation, the brand was first introduced on December 3, 1994 in
The first console in the series, the PlayStation, was the first video game
console to ship 100 million units, which happened 9 years and 6 months after
its initial launch. Its successor, the PlayStation 2, is the best-selling console to
date, having reached over 160 million units sold as of January 31, 2011.
Sony's latest console, the PlayStation 3, has sold over 70.2 million consoles
worldwide as of September 30, 2012.
PlayStation 2 is one of the most important products company, so we will
talk about in more detail in the next part of this report.
SONY PLAYSTATION 2
The Sony PlayStation 2 was released by Sony
Computer Entertainment in 2000. Sony Computer
Entertainment also develops, publishes, markets, and
distributes software for PlayStation 2. PlayStation 2 is a
gaming console giving consumers the ability to play not
only PlayStation 2 games, but PlayStation One
games as well.
Within our marketing plan, we will discuss many attributes of Sony and its
product, PlayStation 2. we go into the market product focus and goals set for
PlayStation 2 as a superior entertainment product.
MARKET-PRODUCT FOCUS AND GOAL SETTINGS
GOALS: The goals of Sony include developing an easy to use gaming
console with the features of today’s technology. Affordability is also important.
POINTS OF DIFFERENCE: Characteristics that make PlayStation 2 superior
to other products include: CD/DVD player use without requirement of remote
control, smaller controllers, arguably better designed controllers, smaller size
of console take up less space, largest array of game selections, and
POSITION THE PRODUCT: The name says it all… PlayStation 2 has
established itself in the market as a superior gaming console. It is described
as being “indisputably the most popular computer entertainment system in the
GLOBAL MARKET OUTLOOK
The global market outlook for PlayStation 2 is very broad. PlayStation 2 is
being sold in more that 120 countries world wide, including North America,
Europe, Africa, Middle East, Oceania, Southeast Asia, South Korea, and
Central and South Americas. PlayStation 2 has been leading the gaming
market since its launch in Japan, March of 2000. It had record breaking sales,
selling 980,000 consoles in two days. More that 70 million shipments for
PlayStation 2 hardware and 572 million shipments of software have been
made worldwide. We were able to break these numbers down by countries;
more than 40 million copies in Japan and 70 million in North America. These
numbers alone show the popularity of PlayStation 2 world wide. Japan has
predicted Sony to sell about one million PlayStation 2 consoles by the end of
March 31, 2005. PlayStation 2 has dominated the gaming market world wide.
It controls about 80 percent of the market in Japan and Europe, and about 40
percent of the market in the United States.
At the beginning we mentioned a brief introduction of the SONY company
and the story of its creation and its beginnings.
In first area we discussed SONY marketing strategies in detail. Sony is one
of the biggest brands in the world - the company has been rated the number
one brand in the United States by Harris Poll 2000. Then express how it
obtained the maximum benefit in marketing strategy. The major elements of
promotion mix include advertising, personal selling, sales promotion, direct
marketing, and publicity. Sony Corporation has used all of these marketing
communication mix elements. Finally, we ended this issue by adding some
statistical tables showing the increase in sales during the past years.
Next, we talked in details about most of the company's products in the
second area. Sony has several products ranging from electronic devices,
games and other entertainment products. we talked about Television and
Projectors, Home video, Home Audio, Home Theatre system, Digital
Photography, Handycam video camera, Computer and Peripheral, Portable
Audio, Games, Mobile phones, In-Car entertainment, Storage and Recording
media, and Batteries and Charger in this report. Finally, we add some tables
that show the types of the company's products.
After that, we talked about the turning point of SONY (Sony PlayStation 2).
The Sony PlayStation 2 has seen much success in the United States’ markets
and on the international board alike. Research and development worked
incredibly hard in the planning and preparation of the PlayStation 2 gaming
console. Sony will indeed continue to set market trends by staying on top of
the technological revolution. Strongly supported by software developers and
publishers, PlayStation 2 is indisputably the most popular computer
entertainment system in the world.
Finally, SONY is one of the best companies in the world and has a good
reputation in the market.
Sony is considered one of the leader companies in products innovation.
Throughout its history, Sony has demonstrated an ability to capture the
imagination and enhance people’s lives. The company has been at the cutting
edge of technology for more than 50 years, positively impacting the way we
live. Further, few companies are as well positioned to drive the digital age into
homes and businesses around the world for the next 50 years and beyond.
When remarking about the importance of the Sony brand name, consider
this quote from Chairman of the Board, Norio Ohga: "In April of every year a
large number of new employees join the company. And what I always say to
them is that we have many marvelous assets here. The most valuable asset
of all are the four letters, S, O, N, Y. I tell them, make sure the basis of your
actions is increasing the value of these four letters. In other words, when you
consider doing something, you must consider whether your action will
increase the value of SONY, or lower its value."
Sony's Marketing Mix
Marketing Mix is a major concept in modern marketing and involves
practically everything that a marketing company can use to influence
consumer perception favorably towards its product or services so that
consumer and organizational objectives are attained, i.e. Marketing mix is a
model of crafting and implementing marketing strategy.
Promotion is a key element of marketing program and is concerned with
effectively and efficiently communicating the decisions of marketing strategy,
to favorably influence target customers’ perceptions to facilitate exchange
between the marketer and the customer that may satisfy the objective of both
customer and the company. A company’s promotional efforts are the only
controllable means to create awareness among publics about itself, the
products and services it offers, their features and influence their attitudes
Advertising is any paid form of non-personal mass communication through
various media to present and promote products, services and ideas by an
Sales promotion is a marketing discipline that utilizes a variety
of incentives techniques to structure sales related programs targeted to
customers, trade, and/or sales levels that generate a specific, measurable
action or response for a product or service.
Sales promotions for example include free samples, discount, rebates,
coupons, contents and sweepstakes, premiums, scratch cards, exchange
offers, early bird prizes, etc.
Public Relations and Publicity
Public relations is a broad set of communication activities that aim to
create and maintain favorable relationship with employees, shareholders,
suppliers, media, educators, potential investors, financial institutions,
government agencies and officials and society in general.
SONY Place (Distribution)
Decisions with respect to distribution channel focus on making the product
available in adequate quantities at places where customers are normally
expected to shop for them to satisfy their needs. Depending on the nature of
the product, marketing management decides to put into place an exclusive,
selective or intensive network of distribution, while selecting the appropriate
dealers or wholesalers.
Pricing decisions are almost always made in consultation with marketing
management. Price is the only marketing mix variable that can be altered
quickly. There are many Price variables such as dealer price, retail price,
discounts, allowances, and credit terms …etc; which may influence the
development of marketing strategy, as price is a major factor that influences
the assessment of value obtained by customers.
The first market mix element is Product. A product is anything that can be
offered to a market for attention, acquisition, use or consumption that might
satisfy a need or want. Product decision normally base on brand name,
Functionality, Styling, Quality, Safety, Packaging, Repairs and Support,
Warranty, accessories and Services. These product attributes can be
manipulated depending on what the target market wants. Also, customers
always look for new and improved things, which is why marketers should
improve existing products, develop new ones, and discontinue old ones that
are no longer needed or wanted by the customer.
SWOT Analysis About SONY
Sony has built a brand. This is highlighted by the fact that the company
was tagged in a 2011 survey as Asia's most valued brand.
The company is synonymous with technological excellence and has a
rich heritage of technological expertise. Besides creating the Trinitron
Color television, VCR, and Walkman, the company helped develop the
magnetic recording tape, the compact disc, and the Blu-Ray disc, used
today as a medium for high-definition video playback. Its latest
innovation, a Crystal LED television, was well received at the
Consumer Electronics Show in Las Vegas.
Out of all its products at present, Sony's success with the Playstation is
most noteworthy -- it has been successful since inception, and still
sees tremendous consumer demand.
A strong foothold in the entertainment industry with Sony Music and
Sony Pictures has been beneficial to the company by offsetting losses
in its consumer-products division.
The high cost of media production, especially in its television business,
has affected the company's pricing strategy. Its television business has
lost an equivalent of $6.3 billion for eight years in a row. It's also losing
market share to manufacturers, such as LG and Samsung.
While diversifying into too many business segments, the consumer
electronics giant has shifted its focus from its core competency --
making great consumer-electronic products. This has resulted in a
distortion in Sony's brand. Apple, which is also in the consumer
electronics space, has managed to focus on just a few products, build
competency, and make them incredibly successful.
The company can take advantage of its movie and music business
along with its experience in the gaming space to deliver value-added
content to support and integrate its product line. It has talked about
doing this with a four-screen strategy, which looks like a good concept.
The company lately bought off its entire Sony Ericson joint venture.
This should give Sony the opportunity to act independently and
innovate in the booming smartphone and tablet market.
The company has the opportunity to enter the healthcare-imaging
sector in a significant way through a possible acquisition of a 30%
stake in Olympus.
Sony faces price competition from competitors such as Samsung and
LG, who are gaining traction with lower-cost products such as
televisions and mobile devices.
If rumors are to be believed, Apple can give a tough time to Sony by
introducing its own version of the television, Apple TV. Moreover, Apple
is seeing a significant appreciation in its brand value compared to Sony
on a global basis, according to Interbrand's Rankings.
Sony's online network faces threats from hackers. The company's
Playstation network was hacked, resulting in leakage of customer
information, such as credit-card data.