Sony Marketing Plan Slide Show


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This is the PowerPoint presentation of a Marketing/Business Plan me and four of my classmates made for Sony\'s consumer electronics market for our Marketing Management class.

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Sony Marketing Plan Slide Show

  1. 1. Sony Group No. 7 Jennifer Busacca, Trevor Helms, William Logan, Stephen Remillard & Stephen Giusti
  2. 2. Sony Company Background <ul><li>Sony Corporation has been a leader in motion picture, television, computer entertainment, music and online businesses. </li></ul><ul><li>In the past year, annual sales in the fiscal year end of March 31, 2008 estimated $88.7 billion, and it employs 180,500 people worldwide. </li></ul><ul><li>With a high level of brand awareness amongst most consumers, Sony has become a widely recognized global brand. </li></ul><ul><li>The company operates globally in over 204 countries across Japan, North America, Europe, and Asian countries </li></ul>
  3. 3. Sony Marketing Objective <ul><li>Our marketing team is focused on increasing sales for Sony’s electronic products, as well deliver corporate value to their customers and partners. Because the electronic consumer market is such a large industry, there is a great opportunity for Sony to capture a large share of this market, despite the economic down turn in the U.S. </li></ul>
  4. 4. Sony Marketing Challenge <ul><li>Sony has experienced declining sales in consumer electronics, which in-turn, has forced the company to respond to the declining unit price. Overall, this has resulted in size reduction of TV screens, as well as fierce price-cutting competition. </li></ul><ul><li>Elimination of more than 16,000 jobs, and a shutdown of a total of six production bases. </li></ul><ul><li>Joint-ventures including Sony Ericsson Mobile Communications & Samsung LCD panels. </li></ul><ul><li>Price increases in both raw materials and parts will be a challenge to manufacture electronic devices and maintain competitive pricing. </li></ul>
  5. 5. Sony SWOT ANALYSIS: Strengths
  6. 6. Sony SWOT ANALYSIS: Weaknesses <ul><li>Decline in product competiveness </li></ul><ul><li>Inefficient manufacturing structure </li></ul><ul><li>Consumer Satisfaction </li></ul>
  7. 7. Sony Opportunities <ul><li>Business Reorganization </li></ul><ul><ul><li>Allocate management resources </li></ul></ul><ul><ul><li>Divest, downsize, withdraw from certain areas </li></ul></ul><ul><ul><li>Large scale, world wide layoffs </li></ul></ul><ul><li>Partnership with FIFA </li></ul><ul><ul><li>Sponsorship includes 2010 & 2014 World Cups </li></ul></ul><ul><ul><li>Enhance brand awareness, recognition, and trust </li></ul></ul><ul><li>Expand Consumer Electronics Market </li></ul><ul><ul><li>Industry expected growth of $171 billion in 2009 </li></ul></ul><ul><ul><li>Blu-Ray DVDs expected sales more than $1.2 billion for 2009 </li></ul></ul>
  8. 8. Sony Threats <ul><li>Integration of joint ventures & alliances </li></ul><ul><ul><li>Aligned with Samsung to market S-LCD panels </li></ul></ul><ul><ul><li>Result was net loss of $100 million for fiscal year 2005-2006 </li></ul></ul><ul><li>Increasing price of raw materials </li></ul><ul><ul><li>Unstable supply & demand conditions </li></ul></ul><ul><ul><li>Currency exchange risk </li></ul></ul><ul><ul><li>Expected increase of $350 million for 2008-2009 fiscal year (little Sony can do about it) </li></ul></ul><ul><li>Counterfeit goods </li></ul><ul><li>Intense competition (more on next slide) </li></ul>
  9. 9. Sony Competitor Analysis <ul><li>Huge competitors in every business at every level (consumer electronics, music industry, movies, games) </li></ul><ul><li>Low PBR (price-to-book ratio) </li></ul><ul><li>LCD TVs are Sony’s leading revenue driver </li></ul><ul><ul><li>At a disadvantage since they don’t make LCD panels (all their competitors do) </li></ul></ul><ul><li>Toshiba and Sharp top competitors in Japan </li></ul><ul><li>Panasonic net income, profit, operating profit ALL increased in fiscal year 2007-2008 </li></ul><ul><li>Sony operating income down 57.2% for same period </li></ul>
  10. 10. Sony Product Strategy <ul><li>Sony has been a leader in motion picture, television, computer entertainment, music and online businesses. </li></ul><ul><li>The product that demonstrates this leadership is Sony’s new BRAVIA XBR9 series televisions. </li></ul><ul><li>Major Features: </li></ul><ul><ul><li>Ethernet connection that gives the largest selections of free and premium movies, TV shows, and sports out there. </li></ul></ul><ul><ul><li>Full HD vibrant screen </li></ul></ul><ul><ul><li>Sony’s new Motion flow 240Hz technology, which delivers exceptionally crisp and detailed images by quadrupling the frame rate of conventional LCD TVs. </li></ul></ul>
  11. 11. Sony Pricing Strategy <ul><li>The suggested retail price will be: </li></ul><ul><ul><li>$3,599.99 for 52” </li></ul></ul><ul><ul><li>$3,099.99 for 46“ </li></ul></ul><ul><ul><li>$2,799.99 for 40” </li></ul></ul><ul><li>The price of the XBR9 series is designed and priced to be competitive with Samsung and LG HDTV’s </li></ul>
  12. 12. Sony Marketing Strategies
  13. 14. Sony Target Market <ul><li>Demographics </li></ul><ul><ul><li>Sony is a diverse brand that provides products and services for a wide variety of people. </li></ul></ul><ul><ul><li>Sony will focus on expanding their segments in the women’s market. </li></ul></ul><ul><ul><ul><li>Women make up over half the sales in consumer electronics and influence over 80% of purchases. </li></ul></ul></ul>
  14. 15. Sony Differentiation <ul><li>Quality </li></ul><ul><ul><li>Sony strives on innovative products that are easy for consumers to use. </li></ul></ul><ul><li>Market Leader </li></ul><ul><ul><li>Sony is the market leader in electronics. </li></ul></ul><ul><ul><ul><li>In particular Sony is the number one leader in television market share. </li></ul></ul></ul>
  15. 16. Sony Positioning <ul><li>Sony is one of the world’s greatest brand in the eye of the consumer. </li></ul><ul><li>Sony products are considered to be high quality, unique, and convenient. </li></ul><ul><li>Mainstream culture has embraced Sony’s innovation. </li></ul>
  16. 17. Sony Promotional Strategies <ul><li>No interest and no payments for 24 months if the customer applies for the new Sony Financial Services Card at point of purchase. </li></ul><ul><li>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 </li></ul><ul><ul><li>$360 for the 55”, $300 for the 46”, $280 for the 40” </li></ul></ul><ul><li>Introduction of a new tagline created to target LG Electronics tagline “Life’s Good” </li></ul><ul><ul><li>“ Now Life’s Better” </li></ul></ul>
  17. 18. Sony Managerial Implications & Recommendations <ul><li>Sony will have to retool their products, and overall marketing attitudes to suit different demographics, and capture the growth opportunities in technology developments . </li></ul><ul><ul><li>Decrease the number of materials and parts required to manufacture, and keep costs down. </li></ul></ul><ul><ul><li>Bring a strong presence to e-products & innovative devices, which will provide an opportunity to capture a large share of the electronic market. </li></ul></ul><ul><ul><li>Computer/handhelds & Peripherals. </li></ul></ul><ul><ul><li>Digital Cameras & Camcorders </li></ul></ul><ul><ul><li>Mobile Phones </li></ul></ul><ul><ul><li>LCD Televisions </li></ul></ul><ul><ul><li>Semiconductor Innovation. </li></ul></ul>