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Sony Corporation


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  • Lydian- It was a difficult to read some of the information on your slides due to the dark background with the black writing, but the information that was presented was interesting. I did not see what specifically their marketing campaign is that has made them successful. Do they currently have a campaign that they advertise to grab the attention of consumers? It would have also been good to see some metrics as to how this campaign has made the company successful.

    Brittany Chatterson
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Sony Corporation

  1. 1. Lydian Tinitali Marketing Management 6000
  2. 2. OVERVIEW <ul><li>History </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Product Innovation </li></ul><ul><li>Promotion Activity </li></ul>
  3. 3. HISTORY <ul><li>In1946 – Sony was founded by Masaru Ibuka and Akio Morita </li></ul><ul><li>Sony was created by combining two words “sonus” in Latin, root word of “sound” and “sonic”, which was used to represent small group of people who have the energy and passion toward unlimited creation </li></ul><ul><li>In 1961 – Sony became the first Japanese company in United States. </li></ul><ul><li>Sony Corporation is based in Tokyo, Japan </li></ul><ul><li>Sony Electronics headquarters is based in San Diego, CA </li></ul><ul><li>Sony is the market leader in consumer electronics </li></ul>
  4. 4. MARKETING STRATEGY <ul><li>Promoting transfer of research and development activities and management functions overseas </li></ul><ul><li>Bring overseas operations into closer proximity to local communities and markets </li></ul><ul><li>Sony is more interested in educating consumers and experiencing their new products </li></ul><ul><li>Sony has a new online shop “Sony Style” which helps sell their products </li></ul><ul><li>Products are marketed by: </li></ul><ul><ul><li>sales subsidiaries </li></ul></ul><ul><ul><li>unaffiliated local distributors </li></ul></ul><ul><ul><li>direct sales via the Internet </li></ul></ul>
  5. 5. PRODUCT INNOVATION <ul><li>Sony’s product innovation include: </li></ul><ul><ul><li>1950 -first magnetic tape and tape recorder </li></ul></ul><ul><ul><li>1960 – the world’s first all transistor TV set </li></ul></ul><ul><ul><li>1971 – the world’s first color video cassette recorder </li></ul></ul><ul><ul><li>1985 – the first 8mm camcorder </li></ul></ul>
  6. 6. PROMOTION ACTIVITY <ul><li>Sony utilize it’s online marketing strategy “Sony Style” to promote most of its products </li></ul><ul><li>Sony’s approach to provide “home networks” and “mobile networks for its consumers </li></ul><ul><li>Create new service offerings such as: </li></ul><ul><ul><li> – helps consumer create, share, and enjoy digital pictures and video, free online albums and eCards </li></ul></ul><ul><ul><li> – an online service that puts an end to most frustrating part of hearing a song on the radio, people can “eMark” songs they hear on the radio and locate information through the site </li></ul></ul>