The marketing plan of sony new product. Nanowave solar oven.

1. MADE BY: GROUP5 | STRATEGIC MARKETING MANAGEMENT | August 1, 2016
SONY SOLAR NANOWAVE OVEN
PRODUCT DIVERSIFICATION MAKRETING PLAN PRESENTED TO SIR
SALMAN NASIR ZUBERI

2. PAGE 1
COMPANY OVERVIEW
After World War II, Masaru Ibuka open a radio repair shop in Tokyo. After a
year, he was joined by his colleague Akio Morita and they found a company
called as Tokyo Tsushin Kogyo. This company built Japan's first tape recorder
called as Type-G. In the early 1960s, Ibuka traveled in the United States and
heard that Americans face difficulty to pronounce their company name so
they changed their name to “Sony”. here he observed that America’s youth was
showing a great interest to buy a portable radio transistor so they also decide
to manufacture radio transistor. In 1955 they launch TR-55 transistor radio
and after the success of TR-55 transistor radio they start to work on different
new and innovative ideas and they are the pioneer in microelectronics and
play a vital role in revolution of technology.
The word Sony is the combination of 2 words ‘sonus’ means sound and ‘sonny’
means small size or youthful boy. Sony will be the hardware benefits of the
business unit and the guardian agency of the Sony bunch which will be locked
in for business through its five operating segments, these settle on Sony a
standout amongst the A large portion far reaching stimulation organizations
in the world;. Sony’s vital benefits of the business operations include:
SONY CORPORATION,
SONY PICTURES ENTERTAINMENT,
SONY COMPUTER ENTERTAINMENT,
SONY BMG MUSIC ENTERTAINMENT,
SONY ERICSSON,
SONY FINANCIAL HOLDINGS.

3. PAGE 2
SONY SOLAR NANOWAVE OVEN MARKETING PLAN
OBJECTIVES OF THE BRAND:
As Sony is a well-known brand and is already capturing a consumer mind in
different electronic items, due to the large potential and growth in the market. Sony has
decided to go through the diversification strategy and has come with innovative product.
Basic objective of the product is to provide ease and convenience to the customers who
are suffering with different frustrating problems (electricity issue, shortage of Natural gas
in the winter season, time consumption issues) and by creating a totally new segment
with innovations through which company can provide value to its customers and in return
gain a positive and a valuable relationship. As Sony always look after for its image and
convenience for its customers this diversification would give a profitable share to the
company.
MARKET SEGMENTATION:
1. GEOGRAPHIC SEGMENT
According to the product Sony has decided to select the segment based on geography
which is Pakistan because it is an under development country and having a great
economic growth where this product is being offered for the first time which give an edge
to the company by making the segment more concise the product will be launched first in
two major cities Karachi and the capital of Pakistan Islamabad.
2. DEMOGRAPHIC SEGMENT
Company further did this segmentation of some demographic tools those are,

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 Income:
Company has selected two major cities in Pakistan in geographic segmentation
because of the potential buying power of people. People living in two major cities
falls in income level which is very valuable for the company.
 Gender:
Gender is a great way to segmented the market as our product falls in a household
category where the purchasing is in the hand of male but the decision making for
household is almost falls in a female’s hand. At some extent we have to target both males
as well as females and educate them the usefulness of the product.
 Educational Segmentation:
It gives an ease to company as the selected geographical segment has a high level of
literacy rate of 88% in Islamabad and 58% in Karachi which give an ease in educating the
people about the product and its usefulness.
3. PSYCHOGRAPHIC SEGMENT
This segment is psychologically targeted to women who are working in companies and
housewives. The purpose of this product is to save the time and efforts of the women but
at the same time providing her the facility to fulfill her family responsibilities.
4. BEHAVIORAL SEGMENT
 Occasion & Benefit Sought:
Due to the easy use and portability of the product it provides best ease for the customers
to cook their food easily in different occasions or at different places. Examples, picnics,
parties, camping and different other activities.
 Usage Rate:
Based on the frequency on food consumption of normal household is consuming a meal
minimum two times a day which make the heavy usage rate of the product. Thus it can be
easily said the product is highly useful and highly convenient.

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 Accessible:
The product segmentation is done on the basis of accessibility of the product as company
is operating 6 display centers in the major locations of Karachi city. Company has also
given authorized distributorship which gives the company approachability to the
segmentation and make the company more responsive to its customers.
DISPLAYS CENTERS CHART
Sony Centers in
Islamabad…
Mount View Plaza, Shop 16A, Khan Rd, F-6 Markaz, F-6,
Islamabad
Sony Centers In
Karachi …
Showroom No. 4, Clifton
Centre, Block-5 Clifton
(021) 35293192 ext. 3
Address: 4C, Stadium Lane 4,
Khayaban-e-Shamsheer,,
Phase 5, DHA, Karachi
Sony - Mega Service
Center, Shahrah-e-Faisal
Shop 2, Bahadurabad
Arcade, Bahadur Shah
Zafar Road, Karachi
Preedy St, Saddar Town,
Karachi, Sindh
(021) 32772798
Karachi
Lower Class
20,000
Middle Class
50,000Upper Class
100,000
Measurable through the buying power
Karachi Lower Class 20,000 Middle Class 50,000 Upper Class 100,000

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 Sustainability:
as the company is always want to innovate things that could bring ease pleasure and
comfort to its customer’s company will sustain through facilitating by new and
innovative accessories of the product which will help the company not to lose their
market share and capture more market (more segments)
 Differentiation:
Company has positioned its product which differentiate itself from the other product
existing in the market because of solar energy Nano wave the company has created
entirely a different segment in the market which will give an edge to the company as well
as differentiate its product form others and its segment as well.
TARGETING
Based on the upper segmentation we will target the mass audience which include people
falling in the age bracket of 20 to 60s (because of the buying and decision making
power). Geographically Targeting the two major cities because of the literacy rate and the
heavy usage of the product. Because of this narrow segmentation and targeting it is quite
easier for the company to achieve its goals and at the same time capturing and delivering
value to the customer.
POSITIONING
Product will be positioned in the customer’s mind as a sophisticated product with a class
and a unique design that provides convenience and ease with the safety to the customers
and help them to get rid of the frustrating problems of shortage electricity, natural gas and
time. That is why product will be launched with the tag line COOK HAPPILY 

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SWOT ANALYSIS
MARKETING MIX
PRODUCT:
Based on the facts company has decided to launch an innovative product that would
provide ease to the customers. In the long run company will come up with the
improvement in size, design and with the remote solar panel that would help the product
to gain more market share and create a push to the customers both existing as well as new
to buy the new and improved version of the product. The product will come with the
warranty for internal parts to be replaced and repaired within one year and a product will
also come with the manual that will help customer to understand the functions of the
product and if required a technician he will help to install the product at customer place.
STRENGTHS
WEAKNESS
OPPORTUNITIES
THREATS
• Brand Image
• Innovative product
• Makret acceptability
• Responsiveness to the customers
• Upto date wiht the tenchnology
• Appartmentand houses that are not
exposed to the sunglight
• Having no huge space to cook huge
amount of food
• Does not easily affordable for the lower
class
• By creating entirely new segment will
give a competitbe edge to the company
• The portability of the product
• Time Saving
• Cook safely
• The new entrants in the marlet
• Increase in Taxation on the raw material
• Technological advancement

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 Product Features & Specification:
FEATURES SPECIFICATION TECHNICAL
SPECIFICATION
Built in Pakistani Recipes Nanowave power output: 800W Capacity: 32 liters
Free cook book developed
by Zubaida Apa
Product Dimension:
 Width 553
 Depth 470
 Height 326
Grill: Yes
Mechanical Rotary control 10 Nanowave power settings
Mechanical Rotary controls
Warranty: 1 years
official
Energy Efficient Rated Input grill: 900W Battery: Yes
Anti bacterial Accessories:
 Trivet
 Grill
 Turntable Ring
 Glass Turntable
Solar Panel: Yes
Easy Clean Interior Incandescent Bulb:
25W
Electronic Clock Battery Backup: 4-5
hours
Grill Power Power Supply
Required: 13A
Quick cook Technology
Child Safety Lock
PRICE:
As the company offering providing the value to its customer that is high as compared to
the company which customer is paying in short as well as long run. Customer is getting
reduction in their utility bills that gives a high value to the customer as compared to the
money they are paying. Due to this company will surely gain a profitable relationship
with its customers.
PROMOTION:
Product will come with the promotion of free home delivery with free installation. A
local BTL campaign will be run in different IMTS and LMTS to educate the customers
about the usefulness of the product and the ease it will provide affiliation with the
cooking shows that will capture the mind of the customers. Creative and attractive

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advertisement that will target the mass audience based on the convenience, usefulness,
safety and sophisticated of the product.
PLACE:
Company will display its product in two major cities in Pakistan that is Karachi and
Islamabad where company is already operating displays centers that will give
convenience to the buyer and online buying and free home deliver through company
logistics will provide a great benefit to its customers.
DIFFERENTIATION
TECHNOLOGY DIFFERENTIATION:
The product brings a new technology based on the solar energy as well as Nano waves to
cook food which gives a great differentiation to the product compare to the other
companies offering.
PRICE DIFFERENTIATION:
Companies offering unique price for its innovative product that would Facilitate its
customers in the long run by reduction of their utility bills because the price for the
product is for one time.
PRODUCT DIFFERENTIATION:
The company offering is entirely a different product that can be easily differentiated on
the basis of its portability design and the technology that is used in product
manufacturing.
CUSTOMER SERVICE DIFFERENTIATION:
As company is providing one-year free replacement and repairing as well as free
installation with free home delivery and a free experience for the product through
different advertisement and direct experience of the product.

10. PAGE 9
COMPETITION
As the product is new in the market that comes within entirely new technology with
rights reserved for one year there would be no competition but in a long run company
will compete on the basis of its pioneer ship and improved design and style with the long
run batteries and improved solar equipment through which company will sustain and
grow its market share and will try to capture its competitive edge.
COST & PRICE STRATEGY
Cost is a core part of every product and brand to make higher revenue in order to achieve
maximum profit. Therefore, Cost strategy can be designed according to the Fixed and
Variable cost occurred in the production. As we studied above that people have buying
power and they are very much familiar with the technological advancement, and they
want a reliable and superior solution to easily survive their life. That is why we set up the
cost of product is 14000 after the sales tax and other expenses its final cost will be
16000PKR.
PROMOTIONAL BASED COSTING:
There is a promotional trend take place in Pakistan occasional wise. In Eid occasions
whether it is Eid ul Adha or Eid ul Fitr, people can more likely to buy product if we setup
promotional offer like 20% off. Furthermore, affiliation with different banks credit or
debit cards on discounts and on installments will lead to generate a market share quickly.
TARGET AND ACTIVITY BASED COSTING;
The product will be placed on virtual markets which are so called online stores in
Pakistan on discounted rates. The price will be set to 15000PKR on the basis of selling of
25-30 units. Once the target of units selling has been achieved then we will setup the
retail amount of the product which is 16000PKR.
PRICE PENETRATION STRATEGY:
As the competition is very high in this region, we have designed a price penetration
strategy in order to capture the market share. The current prices of microwave ovens
based on the size of 32 liter are offering 12-16 Thousand Rupees according to their
features and specification. Here is the Sony offers 15-16 Thousand Rupees to secure high
volumes. To introduce a new product

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FUTURE
As we already known Sony has a huge market share in home appliances and their other
functionalities. The New Product Diversification of Sony Solar Nano Oven which is
energy efficient and specially designed for those who innovate their routines smartly.
Sony will enjoy their pioneer ship until the new entrant introduce the same idea as the
Sony offers but in the same regards product will be changed time by time in terms
features, functions and accessories.
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