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Sony Sony Presentation Transcript

  • ARNAB DAS 11HM06 MBA 1ST SEMNATIONAL INSTITUTE OF TECHNOLOGY SURATHKAL,KARNATAKA
  •  COMPANY PROFILE PRODUCT STRATEGY MARKETING STRATEGY MARKETING MIX SWOT ANALYSIS COMPETITOR ANALYSIS MANAGERIAL IMPLICATION
  •  SONY – GREEK WORD ‘SONUS’– GODDESS OFSOUND, LATIN WORD ‘SONNY’– YOUNG LAD. ESTABLISHED IN 1958 IN TOKYO, JAPAN -- MASARUIBUKA, AKIO MORIT. WORKING IN 204 COUNTRIES WITH 180500EMPLOYEES. LEADING MANUFACTURER OFELECTRONICS, VIDEO& COMMUNICATION. JAPAN’S FIRST TRANSISTOR RADIO (1955). View slide
  •  SONY IS STRIVED TO STRENGTHEN THE COREELECTRONIC BUSINESS. BY APPLYING INFORMATION TECHNOLOGIES TOPRODUCT DESIGN, PRODUCTION, DISTRIBUTION,AND SALES. SONY IS RELEASING NETWORK-FOCUSED PRODUCTSIN FOUR CATEGORIES. View slide
  • MARKETING OBJECTIVE :  STYLISH & INNOVATIVE  CORPORATE CUSTOMER VALUEFINANCIAL OBJECTIVE :  DECREASE PER UNIT COST  MORE ADVERTISEMENT AT LOW EXPENSEDIVERSE MARKET : VARIOUS PRODUCT & WIDE VARITY
  •  4P’S  PRODUCT  PRICE  PROMOTION  PLACE
  • 4 PRODUCT LINES: ELECTRONICS(CAMERA,TV,MP3) MOBILES (SONY ERICSSON) SONY MUSIC & PICTURES DIGITAL ENTERTAINMENT (PLAY STATION)
  •  SONY DECIDES PRICE WITH CONSULTATION OFMARKETING MANAGER.SONY BRAVIA LCD TV IS A SKIMMING PRICINGSTRATEGY.EXAMPLE- LETS CONSIDER SONY SERIES OF VAIOLAPTOPS.SONY HAS TRIED TO CATEGORIZE THE LAPTOPSACCORDING TO STYLE, USER, PURPOSE, MOBILITYAND PERFORMANCE, AND EACH A CORRESPONDINGPRICE.
  •  TO CREATE AWARENESS AMONG PUBLICABOUT ITSELF. SONY ADVERTISE ITS PRODUCTS THROUGHDIFFERENT WAYS IN MEDIA LIKE TV, INTERNETAND E-MAILS. THE MAJOR ELEMENTS OF PROMOTION MIXINCLUDES – ADVERTISING PERSONAL SELLING SALESPROMOTION DIRECT MARKETING AND PUBLICITY
  • SONY DISTRIBUTES ITS PRODUCTS THROUGH- ZERO-LEVEL CHANNEL ONE LEVEL CHANNEL TWO-LEVEL CHANNELIN INDIA, SONY HAS USED THE METHOD OFONE-LEVEL DISTRIBUTION CHANNELMANUFACTURERRETAILERCUSTOMER
  •  STRENGTHS WEAKNESS OPPORTUNITY THREAT
  •  ONE OF THE WORLDS LARGEST MANUFACTUREROF ELECTRONIC PRODUCTSITS BRAND LOYALTY IS VERY HUGE AMONGCONSUMERSINNOVATION HAS BECOME A PART OFMAINSTREAM CULTURE.THERE IS A LONG LIST OF PRODUCTSINTRODUCED BY SONY 1ST TIME EVER THAT ISI.POD, LCD TV & WALKMAN
  •  DECLINE IN PRODUCT COMPETIVENESSINEFFICIENT MANUFACTURING STRUCTUREHIGH PRICE PRODUCTS
  •  PARTNERSHIP WITH FIFA FOR WRLDCUPS 2010 & 2014THAT’S WHY IT WILL INCREASE BRAND AWARENESSITS EXPECTED GROWTH $171 BILLION
  •  INCREASING PRICE OF RAW MATERIALS. UNSTABLE SUPPLY AND DEMAND CONDITIONS. INTENSE COMPETITION. ECONOMIC DOWN TURN IN WORLD.
  •  HUGE COMPETITORS IN EVERY BUSINESS AT EVERYLEVEL.TOSHIBA AND SHARP ARE TOP COMPETITORS INJAPAN. PANASONIC’S OPERATING INCOME INCREASE IN2007-08 BUT SONY INCOME DOWN 57.2% FOR THESAME PERIOD.
  •  SONY’S R&D DEPARTMENT HAS 31% LABOUR FORCEINVOLVE TO CREATE INNOVATIVE PRODUCTS.SONY EVERY YEAR SPENT 25% OF ITS INCOME ONR&D.
  •  LEGACY RECALL IMPACT POWERFACTOR
  •  WWW.SLIDESHARE.COM WWW.SCRIBD.COM WWW.WIKIPEDIA.COM MARKETING MANAGEMENT – PHILIP KOTLAR PRINCIPLES AND PRACTICES OF MANAGEMENT– KOONZ
  • THANX FOR LISTENING