It is a descriptive presentation of Sony's marketing strategies. All you need to know about the strategies of Sony corporation is here in this small presentation.

1. SonyMarketing Strategies of
Presenter:
Said Zakirullah Zaki
15BMS10045
BMS-IB-N
Submitted To:
Prof. Kiran
Fundamentals of Strategy

2. Introduction
Sony Corporation (ソニー株式会社 Sonī Kabushiki Kaisha, /ˈsoʊni/) (often
referred to simply as Sony) is a Japanese multinational conglomerate corporation
headquartered in Kōnan, Minato, Tokyo.
 Its diversified business includes consumer and professional electronics, gaming, entertainment
and financial services.
 This company is one of the leading manufacturers of electronic products for the consumer and
professional markets.
 It is among the semiconductor sales leaders and as of 2016, the fifth-largest television
manufacturer in the world after Samsung Electronics, LG Electronics, TCL and Hisense.
 Its current slogan is BE MOVED. Their former slogans were make-believe (2009–2014),
like.no.other (2005–2009) and It's a Sony (1980–2002).
 It also has a weak tie to the Sumitomo Mitsui Financial Group (SMFG) keiretsu, the successor
to the Mitsui keiretsu.

3. Marketing Strategies
◦ A strategy in short is a plan intended to achieve a particular purpose.
Demographics
1. Sony is a diverse brand that provides products and services for a wide
variety of people.
2. Sony will focus on expanding their segments in the women's market.
3. Women make up over half the sales in consumer electronics and
influence over 80% of purchases.

4. Sony Differentiation
1) Quality:
Sony strives on innovative products that are easy for consumers to use.
2) Market Leader:
Sony is the market leader in electronics. In particular Sony is the number one
leader in television market share.
3) Sony Positioning:
Sony is one of the world's greatest brands in the eye of the consumer. Sony
products are considered to be high quality, unique, and convenient.
Mainstream culture has embraced Sony's innovation.

5. Sony Promotional Strategies
Company’s Pricing Strategy:
i. Sony TV's pricing strategy follows market-skimming, product line pricing
and product bundle pricing.
ii. The price range of Sony TVs starts from $400 to more than $20,000.
iii. Sony starts with high prices to sell its new TVs and then gradually lowers
price.
iv. Sony sets different levels of prices for Televisions with different features.

6. Factors Affecting Pricing Strategy
Different factors affect pricing policy of Sony i.e. internal and external. Sony
use skimming price strategy for its high priced high quality products, and
maintains its high prices, rather than following strategy of lowering its prices
over time to skim successive market segments.
 Internal Factors:
1. Marketing objectives
2. Marketing mix strategy
3. Cost and organization goals
 External Factors:
1. Nature and demand of market
2. Competition and some other aspects

7. Discounts
I. Discounts are based on a corporate decision or the
store that runs a sales promotion on Sony.
II. Discounts are offered sometimes during the peak
seasons like Christmas and Sports seasons.
III. Seasonal discounts are provided as well.
IV. When competition is heavily involved, such as
around Black Friday, Christmas, etc., these
promotional discounts are a "steal."

8. Offers
Reward points on shopping, 5 Sony reward points per $1 spent at SonyStyle.net and Sony Style
StoresOffer a $ 50 Card credit after purchase of $ 249 or more
Offers reward points, more savings, and prizes, free music downloads more savings, more prizes and
more fun with Sony Card. Get instant approval and a $50 card credit after your first qualifying purchase
of $249 or more.
Sony offers financing services partnering with GE Money, the financing ranges from 6 months to 36
months
Save big on selected BRAVIA EX700 series HDTVs; get free BDV-E5705.1Channel Blu-ray Disc.
No interest and no payments for 24 months if the customer applies for the new Sony Financial Services
Card at point of purchase.
Save up to $360 when they bundle the BRAVIA XBR9 series LCD HDTV with the new BDP-S360 Blu-
ray Disc Player ($299.99 retail
$360 for the 55", $300 for the 46", $280 for the 40"
Introduction of a new tagline created to target LG Electronics tagline "Life's good"
"Now Life's better"

9. Advertising
Sony Electronics advertises through:
i. Direct mail
ii. TV advertisements
iii. Newspapers
iv. Magazines
(Business week, Times, Wall-Mart, Best Buy, Target, and leading news papers worldwide)

10. Customer relationship management
(CRM)
A. Sony is strong believer in communication with customers through personal
interaction.
B. Market research and marketeering strategy is based on feedback from
customers.
C. Sony provides opportunity to its customers to send feedback about the
products they purchased.
D. Sony offers instruction manuals on all products.
E. Marketing is not an event but an ongoing process, Sony uses customer
feedback to improve their products.
F. Sony welcomes complains, suggestions and ideas from customers and all
the information received through feedback is sent to planning and design
group.

11. Public Relations, Web Marketing and
Place/ Location
Public Relations:
o PR department of Sony Corporation works directly with the executive team to create strong relationship with
public.
o This creates people to be more customers based and involved with customers and their interest, likes dislikes
and needs.
Web Marketing:
o Web marketing is the most dominate feature of Sony.
o It offers different Videos and pdf brochures to help customers understand their business and products.
o There is Sony a reward program which offers credit card and opportunities to win prizes and save on Sony
products, participates in entertainment games and earns additional points, (Sony Rewards, 2009).
Place/ Location:
o Geographically, Sony produces and distributes to places all over the world.

12. E-Business
I. Sony's objective is to construct strong customer relationship marketing and direct
communication with their customers. To achieve this target Sony has incorporated e-business.
II. Today Sony communicates with its customers, individuals, resellers, and corporate customers
through the internet. This technology has created an open communication line between
customers and stores, stores and corporate and also between stores and suppliers.
III. Sony is looking forward to capturing the voices of every customer for better customer
satisfaction and effective communicate with them.
IV. On the corporate level, Sony uses the internet to keep track of all its stores and their
performance.
V. Customers can go on Sony website online and do anything from information on products to
purchasing or products and downloading drivers for Sony products.
VI. Resell stores have access to corporate entities through email and Sony's website where they
can upload information on their financial situation and also compare sell of different items.

13. Building Customer Relationship
A. Marketers at Sony corporation have found a new way to with customers, i.e.: online courses to
enhance customer's total Sony experience.
B. The online tutorials provide courses to online visitors in personal computing, home entertainment,
digital photography and business solutions.
C. The result of online tutorials had been outstanding; Sony has received more than 90% rating from
its customers.
D. Those who attend the course were more likely to buy the products as compared to those who have
never attended course.

14. Sony E- Commerce program
a) Sony Electronic started an e-Commerce program to create a customizable world class internet
platform for direct sales of electronic and its solutions.
b) The project's focus was to increase direct sales in new and established markets and establish
the customer relationship at all points of the customer life cycle. Markets, Business-business
(B2B), and business- consumer (B2C) was targeted.
c) With this e-Commerce program Sony Electronics got new direction and 60% of their direct
sales are online. With the help this program Sony Electronics reacted into new segments in a
number of markets from small to large business, governments, and education.
d) The credit of the success of this program goes to Catapult System that helped Sony
Corporation to complete this very important goal in efficient and timely manner. The success
of this program allows Sony to move with great confidence in e-Commerce solution that fully
meets with technical requirements of company