Sony's Xperia brand of smartphones is positioned as providing high quality cameras and music alongside better performance. The document outlines Sony's history with smartphones and key features of different Xperia models. It also discusses Sony's brand mantra of "Better-Smarter-Faster" and analyses the strengths, weaknesses, opportunities and threats for Xperia smartphones. Marketing strategies covered include product accessories, pricing, promotion places and promotional activities like brand ambassadors.

1. Branding & Positioning
of

2. Aquib Rahman
I.D.-13.02.07.106
2
Xperia Smartphone

3. Background
 Founded on October 1, 2001
 Xperia is the brand name of smartphones of Sony
 Originally incorporated as “Sony Ericsson”
 Acquired Ericsson’s share on February 16, 2012
 Headquartered in Tokyo, Japan
 Well known for high quality camera & music
3
Xperia Smartphone

4. Salient Features
Xperia x alpha
Qualcomm MSM8998 snapdragon 845
5.5 inch ,super optic AMOLED capacitive touchscreen, 16M colors, 1440 x2960 pixels,
Corning Gorilla glass 5 (Both side)
Primary 22.5 MPX2 (Carl-Zesis), secondary 12MP(Sony-Ultra), 2160@30fps,HDR
Rom & Ram - 64gb/4gb, 128gb/6gb
Non-removable Li-Ion 3950mAh battery
Bezel-less, A.I. ( izumi ), edge notification bar, wireless charging, on screen fingerprint
sensor, Voice recognition locking, Water & dust proof, Cloud storage up to 256gb, Xenon
flash
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Xperia Smartphone

5. Xperia Reborn
Qualcomm MSM8996 snapdragon 825
5.18 inch, AMOLED capacitive touchscreen, 16M colors ,1080 x 1920 pixels,
corning gorilla glass 4
Primary 16MP secondary 4UP, 1080p @60fps, HDR
Rom & Ram – 32gb/3gb , 64gb/3gb
Non-removable li-Ion 3200mAh battery
4way speaker, Xenon selfie flash, finger print, quick charging, dust-proof.
Xperia K1
Qualcomm MSM8956 snapdragon 650
5inch,IPS LCD capacitive touchscreen,16M colors, 1080 X 1920 pixels ( ̴ 405 ppi pixel
density) , corning gorilla glass 3, full metal body
Primary 16MP , secondary 5MP, 1080@30fps, HDR
Rom & Ram – 16gb/2gb , 32gb/2gb
Removable Li-Ion 4000mAh battery
Dual SIM, LED notification , Xenon flash , premium headphone, Multiple color
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Xperia Smartphone

6. Rahat Mahmud
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Xperia Smartphone

7. Brand Mantra
Tag line
“Change For Better”
Brand Mantra
“Better-Smarter-Faster”
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Xperia Smartphone

8. Brand
Mantra
Better-smarter
-faster
POP
POD
Display Quick
charge
Screen
fingerprint
A.I.
SUBSTANTIATOR
(RTB)
VALUES/PERSONALITY/
CHARECTER
VISUAL IDENTITY
Consumer Target
Consumer desire
both quality
camera and
more features in
minimum cost
Consumer Insight
Consumer isn’t
satisfied with
price and
camera quality
Consumer need
state
Desire for classy
design,reliability,
better camera
Competitive
product set
Samsung, Nokia,
Xiaomi, Huawei
Consumer Take
Away
Sony provides
high quality
camera, better
performance,
Eye catching
look and
Premium
experience
8

9. 9
Xperia Smartphone
Rezwana Chowdhury
I.D.-11.02.07.035

10. Swot
Analysis
strengths
weakness
Threats
opportunity
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Xperia Smartphone

11. STRENGTH
 Cover all types of customers
 Eye catching design
 Water & dust proof
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Xperia Smartphone

12. WEAKNESS
 High price
 Camera
 Music System
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Xperia Smartphone

13. OPPORTUNITIES
 Changing overall structure of camera
 Provide high quality music
 Bringing mid range smartphones in market
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Xperia Smartphone

14. THREATS
 Increasing number of competitors
 Saturated market
 Fast technological advancement
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Xperia Smartphone

15. Khayyam Mahmud
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Xperia Smartphone

16. 16
Xperia Smartphone

17. Product
Accessories
 Music: Wireless speaker, wireless speaker, wireless
headphone
 Image: Phone tripod, selfie stand, extra lenses
 Cases: Transparent case, wallet case, armor support, shell
case, battery case
 Power: Adapter, power bank, solar charger
 Connectivity: IR bluster, Bluetooth watch
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Xperia Smartphone

18. Price
 10,000 BDT to 62,000 BDT
Promotion
 Advertisement
 Sponsoring
 Sales promotion
 Brand ambassador
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Xperia Smartphone

19. Place
 Registered in 204 countries and territories
 More than 30 subsidiaries in Japan
 02 showrooms in Bangladesh
 Online shop
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Xperia Smartphone

20. Sanghita Dutta
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Xperia Smartphone

21. Marketing Strategy
 Target Customer
 Choice Of Location
 Availability & Serviceability
 Product Design, Distribution & Sale
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Xperia Smartphone

22. Promotional Activities
Brand Ambassador
David
Beckham
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Xperia Smartphone

23. Review Promotion
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Xperia Smartphone

24. Billboard
See the world
in a colorful way
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Xperia Smartphone

25. Asif Mohsin Rafi
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Xperia Smartphone

26. Corporate Social Responsibility (CSR)
 Sony take back recycling program
 Bio-degradable material
 Sponsoring science projects
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27. The Big Idea
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Xperia Smartphone

28. THANK YOU !
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Xperia Smartphone