1. Product launch of ‘SONY
WALKMAN TABLET’
Case study in Marketing
Prof. S. Charania
From
EMBA 2013-15
Avi Pipada 13011
Divya Parekh 13022
Jayesh Porwal 13036
Yusuf Shaikh 13043

2. Sony name comes from the Latin word sonus(means sound). Sony walkman was the world’s
first portable music player
Walkman Prehistory :

Sept 1955: Japan's first transistor radio, TR-55
 Oct 1968 : Trinitron color TV KV-1310
 May 1975: Betamax home-use video cassette recorder SL-6300
 The first affordable portable RADIOS were introduced in the late 1950-60.
 The transistor gave cleaner sound than vacuum tube models, and transistors rarely
wore out or overheated.
 They also made radios much less fragile and also allowed them to be a lot smaller.
 CASSETTE RECORDERS available at that time were not designed for the general
public.
 Sony called theirs Pressman and marketed it exclusively to reporters.
 These recorders lacked stereo sound and were very expensive.
 They also used (typically) microcassettes, which had no support from record
companies (and were expensive to boot).
How Walkman invented :
 Sony's first stab at the personal tape player market came in 1978, with the TC-D5.
 It had excellent quality sound and was easy to operate.
 Unfortunately for most potential customers, the price was around $1,000 (¥300,000),
and it was hardly portable.
Who invented Walkman :
 The first walkman was developed and designed by Nobutoshi Kihara, an audio
division engineer at Sony, in 1978.
 The technologies involved in making the novel product were not new, but merely
assembled in a new way.
 Factors influencing the decision included the popularity of Superman at the time and
the fact that the new product was based on the Pressman.
 The name "Walkman" contributed to the dynamic, fun image of the concept.

3. Introduction
Walkman Tablet formerly known as Sony Tablet, is the brand name of a series of tablet
computers. The Walkman Tablet has a 10.1-inch screen with a resolution of 1920x1200
pixels and the screen is shatter-proof. Rather than finding a typical looking tablet, the Sony
Tablet is one of the more ingenious looking tablets of late thanks to its ergonomically correct
and unique design approach. we’re astounded from the beginning by the very different
approach it takes with the entire form factor and also surprise by its remarkably lightweight
feel, which is mainly attributed by its glossy plastic exterior. However, it easily is dirtied up
by the usual smudges and other nasty baddies. Nevertheless, we really need to commend
Sony for crafting something that’s so different from the usual crop – and it helps when it feels
solid all around!
Equally as attractive, the 10.1” TruBlack display of the Sony Tablet is astoundingly brilliant
in output as it incorporates the same technology found with Sony’s Bravia television sets.
Naturally, blacks are deep in tone to make us sometimes question where the black bezel of
the tablet start and end. Moreover, its cooler looking color production manages to keep things
looking nice and vivid – without appearing too oversaturated like Super AMOLED Plus. On
the other hand, its 1920x1200 resolution is more than adequate in producing enough detail
with most things. Yeah, it sports an impressive design, but its display is able to captivate us in
a similar fashion.
Unlike some other manufacturers, Sony’s engineers must’ve meticulously thought out
everything about the tablet beforehand – like its physical buttons. Specifically, both the
volume controls and power button, which have a good feel and responsiveness, are actually
placed on the tablet’s recessed right edge at an angle. With its placement, they don’t get in
the way of our palms as we hold the tablet in landscape. Additionally, there’s a green colored
LED built into the surface of the right edge that lights up when notifications are received.
instead along the bottom left edge of the tablet, we find its proprietary charging port,
which doesn’t leave us much confidence since the connector to charge it on the wall charger
seems flimsy in construction.
Above the display, a front-facing VGA camera Is perched squarely in the middle to offer
easy self-portraits and the option to do video chat. Meanwhile, there’s a 8-megapixel
camera in the rear and 2-megapixel camera in the front. Finally, there are left and
right speaker grills poking on both edges of the tablet to offer support for stereo sound.

4. MARKETING STRATEGY
1.
2.
3.
4.
5.
6.
Superior Quality specially in music
Reliability
Friendly and easy to use
Flexible Design
Low Cost And Effectiveness
Usage Both For Professionals And Young Customers
Product :
“Sony Walkman Tablet” delivers the perfect combination of hardware, content and network
with seamless usability for a high-quality, engaging entertainment experience.
Brilliantly vivid HD display
Walkman Tablet is built with the latest Sony display technology, for the most vivid viewing
imaginable. The 10.1 (25.6 cms) HD Reality Display, which automatically optimises every
image. And with the fullest colour display, every scene is richer, brighter and more
breathtakingly vibrant.
Go-anywhere design
Walkman Tablet has a sleek, minimal design that’s based on premium materials and
symmetry in all directions. We call this OmniBalance design. At just 6.9 mm and 495 grams,
Xperia™ Tablet Z is remarkably slim, light and portable? yet anything but fragile. With
a water-resistant construction and super-strong glass display, your favourite entertainer
can go anywhere you go

5. Snap and chat in HD
Walkman Tablet has an 8 megapixel camera with ExmorR™ for mobile sensor, to take sharp
shots in any light. Record the tie-breaking match in HD video. Go front-facing for crystal
clear chats to far flung mates. Not a pro with settings? Superior Auto mode does the thinking
for you, so all you have to do is shoot.
Entertainment at your fingertips
Movie screen. Game console. Web browser. eReader. Whatever you’d like your tablet to be,
Walkman Tablet is ready to entertain. Accessing Sony Entertainment Network puts
thousands of music tracks and movies at your fingertips. And you can discover more
than 600,000 apps. Challenge your high score with the latest games for PlayStation. Swipe
through the pages of a book. Or scroll through a list of blockbusters. Walkman Tablet
delivers it all with a breathtaking display, the sharpest graphics and the best tablet
sound.
Party Streaming
Unlike conventional experiences with WiFi audio streaming, Party Streaming perfectly
synchronizes playback between multiple connected network speakers* throughout your
home. Now you can move from room to room without missing a single beat.
Introducing Swift and Smooth Experience.
Sony's latest software technology brings you faster web browsing, a more responsive touch
panel and smooth animation through the menus. You'll appreciate the enhanced speed in
everything you touch.
PlayStation
Enjoy games for PlayStation™ Certified devices that you already love from the original
PlayStation®.

6. This is the first PlayStation™ Certified tablet ever, which means you get out-of-the-box
gaming with PlayStation favourites Crash Bandicoot and Pinball Heroes.
More capable than a smartphone and more intimate than a laptop.Game changer and
affordable.Bridges the gap between notebooks & smartphones.Responsive and precise.The
whole music world in your hands.Battery life big due to mobility restrictions.Low energy
consumption without performance compromise.
Features
Screen size: 10.1 inches
Resolution: 1920x1200 pixels
Weight: 495 grams
Processor: Qualcomm Snapdragon S4 Pro (1.5 GHz quad core)
RAM: 4 GB
Camera: 8MP rear, 4 MP front
Internal memory: 64GB
Expandable memory: Up to 128 GB

7. Graphics: Integrated Intel Dynamic Video Memory Technology
UNIQUENESS:
The tablet has some exclusive Sony apps, such as Sony Music (six months subscription free),
Sony LIV (free access to SAB, Sony Entertainment and Sony Max channels) and X4 video
(can play 4 videos at once). Enjoy content from your tablet on your HDTV and more. With
cross-connectivity between the Sony Tablet™ and your DLNA-compatible TV, PC or
speakers, it's easy to share the fun
Keep your content organised
You can use Windows Explorer to create and name your own folders, and arrange your MP3
music, pictures and videos files Then choose the tunes and movies you want on your
Walkman® and just drag them across
Manage your content with ease
You can keep all your MP3 files and folders -music albums photo albums and videos - up to
date using Windows Explorer. When you're ready to transfer them to your Walkman®, all
your folders and labels will come too.
Plug in and transfer files
Transferring your files from Windows Explorer to your Walkman® is as simple as moving
files on your PC. Just plug in via USB and drag your content into the appropriate folder that
appears: MUSIC for music, VIDEO for video, you get the idea.
Place :
Sony India is one of the most recognized consumer electronics brand in the country, with a
reputation for new age technology, digital concepts and excellent after sales service. In India,
Sony has its footprint across all major towns and cities in the country through a distribution
network comprising of over 10,400 dealers and distributors, 270 exclusive Sony outlets and
23 direct branch locations. Sony India also has a strong service presence across the country
with 255 service outlets. Sony is committed to ensuring that both the products and the
marketing activities employed truly make a difference to people’s lifestyles and offer them
new dimensions of enjoyment.
Price:
Pricing also seemed to have played a significant role in Sony’s success. Differentiation is the
key for a brand to be preferred by consumers, when there are so many brands within the same
product category. Sony believes in providing good products at reasonable prices to its
customers. Sony’s technology plank communications helped the company to gain market

8. share, even though it did not offers any discount or exchange scheme when it entered India.
Sony focuses on cost-cutting measures to keep its price low which helps to combat the
discount schemes of the local companies.
Sony is very transparent in functioning. It has a fixed MOP(Marketing Operating Price)
whereby the goods are sold to the distributors and to the customer’s at a fixed market price
only.
The focus of its competitors is to penetrate in the rural and semi-urban mass markets. But
Sony insists that it’s a high end technology driven player. That’s why the urban areas are still
a focus area for it and only 30% of revenue comes from rural and semi-urban India. They
have always been a hi-end technology driven player and want to keep that equity.
Not surprisingly, the target customer for Sony products won’t be found in the price sensitive
mass market .Adopting the lifestyle product platform. Sony’s aiming for the high-end
premium market. Hence Sony has always been keeping premium prices. Sony claims it’s
never been a price warrior- it focuses has always been on the premium market, which is why
it has reminded a steady player in most product categories.
It is difficult to achieve the ambitious target keeping in mind the pricing startegy of Sony.
But, they believe that it takes time to ensure your supremacy in market share. Once you get
your brand perception right in the minds of the customers as a brand that delievers the best
technology and gives you value for money, then ultimately market share goes up.
By outsourcing the assembly and using cost efficiencies we believe we have hit the sweet
spot between price and quality
Reason – There is not much difference in pricing from our competitor’s even though we
provide with a better technology. Looking at the completion, we making an attempt to create
a market share where we do not mind selling at a lower profit. We will be using
psychological pricing so as to gain attention of consumers and create buzz amongst our
audience. After making a great amount of market share in the market we will come out with a
new feature or technology in the tablet (like higher version) and relatively increase the price
of the product.
Promotion
 Offering advanced technology products and positioning itself on the technology
platform will not help a company sell its product if it fails to communicate properly
with the potential customers. High school and college festivals and other events were
also targeted. In retail outlets, staff was asked to carry around a Walkman Tablet with
a demo and offer customers the chance to use and experience it.In addition to such

9. grassroots marketing efforts, Sony will present a Walkman Tablet to various
celebrities and asked them to try it. Magazine photographs of young pop stars using to
a Walkman Tablet will certainly help to popularize the product.
TAG LINE:“FEEL THE NEXT GENERATION”
LOGO
Online marketing:•
FACEBOOK ADVERTISEMENT AND POST
•
TWEET ON TWETTER
•
EMAILS
•
Demo on YouTube
•
Create a website. www.sonywalkmantablets.com
•
Put web banners on the sites.
Media Planning –
Media plan in detail with current rates.
PRINT
Vehicles
Cities
Readership COST
The
Times of MU,AM,D,
India CH, K, H,B 34,66,378 10,165
CPM SIZE Insertions AMOUNT
Half
2.93 page
4
REASONS
DATES
Readership 15th and
is high and
25th
it's a
march, 5th
prestigious and 15th
3,25,28,000 newspaper.
april.

10. DNA
Mid day
MU, B,
AM
MU
12,42,000
2,60,000
5,095
1,250
Half
4.1 page
Full
4.8 page
D
Full
28,00,000 1,80,000 64.28 page
India MU,AM,D,
Full
today CH, K, H,B 62,63,000 6,60,000 105.38 page
New era
2
10th
march and
5th april.
20,00,000
Target
audience
MU
Full
8,50,000 2,32,000 272.94 page
Total
6,50,000
High reach
22nd
and target march and
audience. 4th april.
2
3,60,000
CPM is low
12th
and Target march and
audience. 12th april.
2
CPM is low
and it's a
17th
prestigious march and
13,20,000 magazine. 17th April.
1
1,40,000
15th
march and
15th April.
17
MU,AM,D,
Full
autocar CH, K, H,B 3,37,000 3,25,000 964.39 page
BUSINESS
WORLD
4
20th
march,9th,
Geographical 17th and
1,63,04,000 Selectivity. 25th april.
5,33,02,000
2
Target
audience
TVC
Channels Timings
Colors
Sony
9 pm to
10 pm
10:30 to
11:45 pm
Serials
Big boss
Crime
petrol
TRP
1.6
0.9
Insertions
24
22
Price per
slot
1,50,000
2,50,000
Cost
Dates
36,00,000
11th March, 13th
March -, 16th
March, 1st April ,
6th May , 10th May
55,00,000
11th March , 13th
March, 16th March,
1st April, 4th April,
10th May

11. Sab TV
Star Plus
Zee TV
8:30 to
9:00 pm
6:30 7:00 pm
1:30 to
2:00 pm
8 pm to
Set Max 11:30 pm
Cartoon
Network
5:00 to
5:30 pm
2:00 to
Food Food 2:30 pm
NDTV
5:30 to
Goodtimes 6:00 pm
Nick Jr
11:30 am
to 12:00
pm
TMKOC
Veera
Qabool
hain
IPL
Ben 10
MKM
BBB
BG
Total
Outdoor Medium
3.9
3.6
3.5
5
3.5
2.2
3.5
2.5
25
20
12
30
20
25
30
20
228
Cities
Number
3,00,000
2,50,000
1,50,000
3,00,000
1,00,000
1,50,000
2,00,000
1,00,000
75,00,000
11th March, 13th
March, 16th March,
1st April, 3th April,
9th May
50,00,000
10th March, 15th
March, 22nd March ,
31st March, 5th
April , 10th April
18,00,000
11th March, 13th
March, 16th March,
1st April, 5th April,
10th April
90,00,000
4th April, 6th April,
18th April, 22nd
April, 5th May, 10th
May
20,00,000
13th March, 20th
March, 25th March,
1st April, 4th April,
10th May
37,50,000
14th March, 22nd
March, 26th March,
28th March, 3rd
April, 10th April,
60,00,000
13th March, 18th
March, 19th March,
1st April , 2nd April,
10th April
20,00,000
10th March, 25th
March, 30th March ,
1st April, 5th April,
10th April
4,61,51,000
Size
Cost

12. Hoardings
2
AM
Total
14*48 feet-672sq.
Feet
7,00,000
14*48 feet-672sq.
Feet
4,00,000
14*48 feet-672sq.
Feet
6,00,000
2
K
5,00,000
2
H
14*48 feet-672sq.
Feet
2
D
5,00,000
2
CH
14*48 feet-672sq.
Feet
2
B
9,00,000
2
MU
14*48 feet-672sq.
Feet
14*48 feet-672sq.
Feet
4,00,000
14
40,00,000
Radio Budget
Stations
Cities
Radio Mirchi D,MU,K,,AM,B,CH
Insertions
Shows
Timings
Price
Expenditure
25
Dheemi
Local
2 pm - 5 pm
950
23750
700
19600
900
27000
Fever 104 FM
K, MU
28
Zara Si Life
11 am - 2
pm
Radio City
AM, MU
30
Love Guru
8 pm - 10
pm

13. Radio FM
93.5
Radio One
AM, MU
D, MU, CH, B , K,
AM
Total
25
Morning
No.1
7 am -11 am
800
20000
30
One
Mumbai
One Music
10 - 11 pm
750
22500
138
1,12,850
CitiesMU-Mumbai, CH-Chennai, B- Bangalore, K-Kolkata, AM-Ahmadabad,
D-Delhi, H-Hyderabad.
SerialsBig Boss-BB, Na Bole Tum Na Maine Kuch Kaha – NBTNMKK, Crime Patrol - CP, Bade,
Tarak Mehta Ka Ulta Chashmah - TMKUC, Veera - ek veer ki ardaas - VEVKA, Qabool
Hain - QH, Ben 10 - B10, Mummy Ka Magic, BBB – Band Bajaa Bride, Bubble Guppies BG
RADIO SPOTRadio Mirchi
98.3FM
Fever 104 FM
Radio City
Radio FM 93.5
Radio One
PRINT ADSPOSTERHOARDINGS- Mumbai, Chennai, Bangalore, Kolkata, Ahmadabad,

14. Delhi, Hyderabad
AMBIENTTVC-
Advertising Objectives –
80 percent awareness, 50 percent knowledge, 50 percent liking.
To create awareness about our brand amongst our target audience.
To impact on consumers mind why to take our product.
Total Media Expenditure goes to Rs. 10,35,65,850.
TARGET AUDIENCE :
SONY’S is marketing to people who have a few characteristics.
1) Middle/Upper income folks who are willing to pay a bit more for a better
user experience paying 500 more for a computer is not a huge deal if you have a
decent income.
2) People who like to have fun with technology. No other platform offers as
many entry level tools (the whole iLife bunch and more). This includes people
who like to shoot a lot of digital photos or video. It's the whole digital hub
concept. People are starting to buy into it.
3) Music enthusiasts and fans ages 12-35.

15. 4) Professionals in media and design.
The first two groups do overlap, but it's a huge market. Way bigger than 5% or
whatever. Sony’s problem is not really pricing. These are the same people who
pay $500 to get seats that warm up your behind. Apple's problem is the status
quo.
Sony's market share and success will grow in the next ten years for the simple
reason that our generations X and Y who have been exposed heavily to the
internet weren't using computers much during the 'compatibility' days But
anyway, the 'compatibility' problem dies when the people who believe in it are
not young anymore.
Teenagers:
Teenagers are considered one of Sony’s target markets. Teenagers use iPads for
many reasons. Some of these reasons are to socialize with friends, listen to
music and go on Facebook, MSN, twitter etc. There are also many gaming apps
that appeal to them. IPads have become quite a trend with teenagers.
College and university students:
College and University people are also targeted by Sony. These students use
Sony products such as iPad's to quickly record notes. These notes are kept
organized in their devices. Also these products are light which makes carrying
devices to and from school much easier.
Business people:

16. Business people are very intrigued by Sony products. All SONY devices have a
business quality that is very useful. These devices are used to finish work
efficiently and to communicate with clients easily. In addition, sending
documents is easy and organized.
Kids:
Sony products are also useful to young children and kids. The reason for this is
that devices such as iPads are easy to use due to their touch screen quality
which is good for children. Parents can download learning game apps on Sony
devices to teach young children and kids.
How will you position the product ?
Sony is known for innovation ,best voice quality and clarity.
Sony walkman product are perfect for sports and fitness
POSITIONING STRATERGY
The concept to position the brand may be based on the functions provided by the product ,the
experience it offers or symbols it conveys.
Developing positioning stratergy requires integration the product ,price, value chains and
promotion stratergy to focus them on the market target. The positioning stratergy matches the
firm’s capabilities with the buyer’s preferences.
WHY WILL CONSUMER BUY THE PRODUCT ?
PRODUCTIVITY

17. 46% of respondent were using their tablet for Professional purpose,
20% of tablet owners use their device to create or edit files,
NETWORKING
54% use Emails,
39% social networking daily services,
74% use for their tablets for composing and replying,
COMMERCE
78% use their tab to search for shopping,
72% of tab owners make purchase from their devices on a weekly basis,
RESEARCH
78% use their tab to earch information ,
77% read reviews,
63% compare prices,
65% compare products information on their devices,
ENTERTAINMENT
84% of tab users use their devices for gaming,
46% read e-books.
COMPITITORS
IOS (APPLE)
Market Leader has the most application, users and sales out of the entire tablet industry.
Over 5,50,000 apps available. Of which 275000 designed for ipad, most popular applications
are available.
Exclusively on Apple hardware platform. Full compartibility with iTunes and the apple range
of products product ecosystem.
WINDOWS 8 (MICROSOFT)

18. New player in the tablet space .very few users and sales not yet released.
Full integration with the Microsoft ecosystem.
Multiple devices and manfactures to choose from.
ANDROID (GOOGLE)
Second in overall market share.Android tablets offer lower prices and good value to their
customers.
Over 675000 apps on the PLAY STORE .
Wide variety of forms and manfactures to choose from. Best value in hardware-to- price
ratio.
KINDLE (AMAZON )
Differentiated market positioning.Positions on the lower and of pricing with subsidized
hardware.
Full support of Amazon Kindle books which sync across devices.Akey device in the Amazon
Prime ecosystem.
Ability to run Android apps and full integration with the Amazon ecosystem, Low Price
Survey report
Questions
1) Are you using any tablets?
a. Yes
(60%)
b. No
(40%)
2) What size of tablet would you prefer?
a. Small
(10%)
b. Medium
(80%)
c. Large
(10%)
3) Which of these is your favorite feature?
a. Camera/music/video
b. Connecting/browsing/socialmedia
c. Gaming
d. Ms office/pdf/book reading
(40)
(50%)
(5%)
(5%)
4) What features do you look for in tablet?
a. Size/weight/colour
(15%)

19. b. Screen resolution
(25%)
c. Sound quality
(35%)
d. Camera quality (mega pixels)
(15)
e. Battery life
(10%)
5) Which operating system do you prefer?
a. Android os
(70%)
b. Windows os
(10%)
c. Ios
(20%)
d. Amazon (kindle)
(0%)
6) How much are you willing to spend on a tablet?
a. Rs.15k-Rs.20K
(25%)
b. Rs.20K-Rs.25K
(15%)
c. Rs.25K-Rs.30K
(50%)
d. Rs.30K-Rs.35K
(10%)
Bibliography
http://www.sony.co.uk/hub/sony-tablet-smartphones
http://reviews.cnet.com/tablets/sony-tablet-/4505-3126_735426708.html
http://www.sony.co.in/productcategory/walkman
http://www.sony-asia.com/productcategory/pa-walkman