Marketing Communications report

12/2/2014
Word Count - 2984 | Ashley Jones – 1311446
MG2048
ANALYSISOF THE INTEGRATED
MARKETING COMMUNICATIONS MIX
FOR SONY MOBILE

[ANALYSIS OF THE INTEGRATED MARKETING
COMMUNICATIONS MIX FOR SONY MOBILE]
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Contents
Executive summary......................................................................................................................2
1. Introduction.........................................................................................................................3
2. Literature Review.................................................................................................................4
2.1 Criticisms of the theory.................................................................................................4
2.2 Branding.......................................................................................................................4
2.3 Segmentation................................................................................................................5
2.4 Public Relations.............................................................................................................5
2.5 Direct Marketing and Sales Promotion...........................................................................6
3. UK smartphone market environment review.........................................................................6
3.1 Samsung.......................................................................................................................6
3.1.1 SWOT Analysis.......................................................................................................7
3.1.2. Specialised marketing communications strategy.....................................................7
3.2 Apple............................................................................................................................8
3.2.1. SWOT Analysis.......................................................................................................8
3.2.2 Specialised marketing communication strategy ......................................................8
3.3 Current UK market trends..............................................................................................9
4. Sony Mobile Company Strategies..........................................................................................9
4.1 Target Market............................................................................................................. 10
4.2 Sony’s current brand position...................................................................................... 10
4.3 Media Selection.......................................................................................................... 10
5. Future Recommendations................................................................................................... 11
5.1 Deeper look into segmentation ................................................................................... 12
5.2 Push handsets Individually.......................................................................................... 12
6. Conclusion.......................................................................................................................... 12
7. Bibliography....................................................................................................................... 14

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Executive summary
Thisreportwill reviewSony’scompany strategiesanduse of integratedmarketingcommunications
inrelationtothe current UK smartphone market.Aninsightinto competitor’suniquestrategiesand
SWOT analysiswill alsobe undertaken.
Throughusingsecondaryresearchithas shownthatthe competitorshave anadvantage overSony,
throughthe use of theirbrand,amountof handsets onofferandoverall dominanceof the UK
smartphone market.Sonyare slowlybutwithsome successraisingwithinthe marketthroughthe
additionof ‘Remote play’and‘Adventure proof’software’sandhardware’s.
A lookinto the target audience (Professionals,aged25-40),mediaselection(televisionandinternet)
and brandposition(midtopremiumbandhandsets) all showedthatSonymayneedtotake a
deeperlookintotheirstrategies,althoughtheyare notfar of where theyneed/wanttobe.
The findingshave shownthata possible furtherlookinto segmentation topotentiallywidentheir
target audience wouldbe advised,the progressionof whichthe UKsmartphone marketis
undergoingcouldsuggestthatthe release of lowerrate handsets,alongwiththeirflagshiphandsets
couldincrease revenue andbrandloyalty,aslong asthe rightaudiencesare beingtargeted.Itmay
alsobe advisedthata pushof individual handsetsinsteadof tryingtobundle theminwithvarious
otherproductscouldcause a drasticincrease inhandsetspurchased.
It wouldbe advisedthata deeperlookintothe subjectareaiscommitteddue tovariousconstraints
inrelationtothe report.It may alsobe advisedtoconductprimaryresearchto geta more
personalisedviewonthe subjectareaas thisprojectwassolelyresearchedonasecondarybasis.

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1. Introduction
“Don’t settle forgood.DemandGreat”(Suzuki,2014) By usingthismottoSonyMobile has giventhe
individualthe powertoaskfor more,ithas giventhe individual the righttowantmore.Thismotto
has beenusedinaccordance to variousproblemswhichconsumershave hadwiththe mobile phone
industry (SonyMobile Communications Inc.,2014).An insightintothe integratedmarketing
communications(IMC) mix will give foradeepandmore effectiveoutlookonhow Sonyas a brand
go aboutbecomingone of the most successful companieswithinthe industry,althoughasitstands
holds5.6% of the androidmarket(Reed,2013),whichholds63.5% of the smartphone industryasof
2014 (Napier,2014).
The keyfeatures whichshouldbe addressedwhendevelopinganew marketingstrategy are the
perceivedviewof the brand,customervalue andidentifyingcompetitor’sstrengthsandweaknesses
(Kapferer,2012).Applyingthe keyconceptswillgainacompetitive advantageovercompetitorsand
allowfora much betterperceivedbrandidentity.
In thisreportthere will be aninsightintothe UK smartphone marketandSony’sindividual company
strategyinaccordance to targetaudiences,brand positioningandmediaselection throughthe use
of IMC tools.Byusingthese toolsnewrecommendationscanbe made so that Sonyas a company
can use more effective strategies,makingthemmore competitivetogainthe abilitytopushto
become the marketleaderwithinthe smartphone market.
Image 1 (Sonymobile communications Inc.,2013).

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2. Literature Review
By definitionintegratedmarketingcommunications(IMC) isthe processof achievinganobjective of
a marketingcampaign,throughcoordinatingthe use of all promotionalmethods,suchas
advertising, publicrelations,personalsellingandsalespromotion(PicktonandBroderick,2001).
There are variousreasonsasto whyIMC issuch a valuable processwithincompanies.Itcanbe
arguedthat by unifyingall marketingprocessunderthe same strategycanhelpto obtainlarger
objectivesinamore efficientandeffectivemanner(Reidetal,2005).
2.1 Criticismsof the theory
As a theoryintegratedmarketingcommunicationshascome undercriticisminmanycasesfor
variousreasons,the mostnotable of these isthe breachingof ethical standards(Balmerand
Mukherjee,2006).An ethicisthe conceptof havingmoralitydictate anindividual’sbehaviour
(Koehler,2003).
A communicationsstrategymaybe withinthe law howeveritmaynot be approachedethicallyand
can generate a negative image foracorporation(BelchandBelch,2009). An example of thiswould
be testingcosmeticsonanimals;thisisconsideredwrongbymanydue to the fact as humansthere is
no medical gainandthispracticesisusedfor vanitygainsonly,howevermarketingcommunications
findsa wayto justifythese practicesandshiftspeople’svaluesonthe matter,makinganindividual
shifttheirethical standpoint(Crane,2001).
Anothercriticismof integratedmarketingcommunicationsisthatitcan be verycostlyand couldif
done wrongbe cripplingfora company(Keller,2009).
2.2 Branding
A brandis eitheraname,logoor symbol of whichiseasilyidentifiable tothe massmarket.Brands
are usedto make a companyor product standout above theircompetitors,the brandin itself even
thoughit maynot containwords,oftenrelaysamessage toitsintendedaudience (Vaid,2003, Pg.2-
7).
A brandshouldbe cross platformandshow effectivenessregardlessof how itused, anexample of a
brand withthe abilitytoeasilyidentifiable andeveniconicwouldbe Coca-Cola(Coke) (Holt,2004,
pg.22-27). Througha highlyintense brandingstrategy,understandingwhen,where,how andwho,
alongwitha deepunderstandingintothe company’sdistributionchannelscangive foran effective
brand,leadingto an increase intothe value of the companyandits brand(Vaid,2003, pg.2-7).
There are variousadvantagestothe processof brandingforexample, abrandcan be usedas a
positive influencingfactor,canbuildcredibilityandcancause for a large influx of revenue (Rooney,
1995 and Roellig,2001).Withthe positivesinmindhoweverthere are variousnegativesand
argumentsagainstbranding suchas the cost beingveryhigh,the processisimpersonal anditisa
verylongwindedprocess(Rooney,1995).

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2.3 Segmentation
The processof whicheasilyidentifiablegroupsof consumersare formedintovariousdivisionswithin
the mass market,thisdue to theirvarioussimilaritiesinperception,evaluation,needs,attitudesand
behaviourtowardsproductsandtheirrespectivemarketingactivities(Fill,2009,pg.290).
Both Holm(2006) and Lindgreenetal (2010) explainthatthere are variousdifferentbasesfor
segmentationandtheycanbe dividedintofivedifferentareas.
Segmentationhascome undercriticismforvariousmeans,one of these reasonsasarguedbyWright
(1996) isdue to the assumptionswhichcanbe made whenidentifyingeachsegment,thiscancause
for an ineffective campaignasbiascausedfromthe assumptionscancause for resultsto be
unfulfilled.
2.4 PublicRelations
It issaid by Fill (2009, pg.932) PublicRelationsisa“non-personalformof communicationusedby
companiestobuildtrust,goodwill,interestandrelationships,witharange of stakeholders.”The use
of publicrelationsisof a highlevel of importance,especiallyforlarge companies,thisisdue tothe
heavyreliance oncorporate image.Publicrelationsare the processof buildingandbrandingthis
image,ideal orconcept(Hatchand Schultz,1997).
PublicRelationsissplitintovariousdifferentareaswiththe intentof generatingdifferentmeansto
reach the same goal of creatingand maintainingorevenprotecta company’sreputationandlevels
of esteem(Hon,1998).These areasare publications;the release of annual reports,videosandbooks
etc.events,staff briefings,pressrelationssuchaspressreleases,pressconferencesandinterviews
and corporate advertisingwhichsolelyare usedtoenhance corporate image (Ledinghamand
Bruning,1998).
Segmentation
Areas
Demographics – Thisis where consumersare dividedintovarious
sectionsinrelationtotheirage,gender,occupation,education,religion,
class,culture andincome (Lin,2002).
Geographic– The segmentationof consumersthroughthe ideal of,Urban
vs Rural,Northvs South,Coastal vsMainlandand Warm climate vsCold
climates(Thomas,2007).
Geodemographic– Thisisa type of segmentationof householdviathe
use of postal codes(Mitchell andMcGoldrick,1994).
Psychographic – Consumersare dividedthroughmotivators,value
systems,personalitytraits,attitudesandinterests(Lin,2002).
Behaviouristic– This isthe processof segmentingconsumersbytheir
buyingpatterns,lifestylesandusage of products/services(Beane and
Ennis,1987).

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It isarguedby Mickey(2003) that the companywhichundertakes the practices only haspersonal
interestandnotin the consumerespeciallywhenthe productorservice canbe deemedas
controversial. Asatheoryitis furtherarguedbyMickey(2003) and L'Etang and Pieczka(2006) that
publicrelationsasanapproach lacksany critical theorytosuccessfully allow forconclusive results.
2.5 Direct Marketing and SalesPromotion
Directmarketingisthe processof whicha businessdirectlysellsproductsorservicestoconsumers
for example,viatelesalesordirectmailing(Grönroos,2004).It isseenas a highlyimportantwayof
developingclose relationstoconsumersbygoingagainstthe conventional view of massand
concentratingonpersonal (Fill,2009, pg.22-23). Directmarketingisusedtotake awaythe use of an
intermediaryandisameasurable practice whichisoftenstronglyusedwithinamediabasis(Fill,
2009, pg.22-23).
Salespromotionisthe procedure of addingvalue toaproduct or service toinspire buyersto
purchase inthe short-termas opposedtothe long-term,usedtoboostsales (Low andMohr,2000).
It issuggestedbySmithandTaylor(2004) that a cleardisadvantage of directmarketingisthatmany
people findthe practice veryintrusive andabrupt.Bycontinuouslyusingdirectmarketingitcould
negativelyimpactacompany’s image (SmithandTaylor,2004).
One criticismsof salespromotionisthatpromotional schemescanbe unproductive andcause for a
productor service tobe costlybecause of this. Salespromotionmayboostsalesinthe shortterm
but abolishthe credibilityof abrand andrelinquishall longtermcustomerloyaltytowardsthe brand
(SmithandTaylor,2004).
3. UK smartphone market environmentreview
The UK Smartphone marketissteadily growing;thishasbeenaccreditedtothe massamount of
smartphoneswhichhave entered the marketinrecentyears,aswell asthe conveniencethe
technology provides. Asof 2010 it wasnotedthat more people withinthe UKowneda smartphone
than those whoownedapersonal computer(Stone,2012).
Currentlythere are 2 maincontenderswithinthe UK smartphone market; SamsungandApple, with
Sony,HTC and Nokia/Windowscloselybehindandslowlybreakinginonthe topcategoryof
smartphone brands(Risseladaetal,2014).
3.1 Samsung
Image 2 (SamsungMobile,2014)

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3.1.1 SWOT Analysis
3.1.2. Specialisedmarketingcommunicationsstrategy
As a companySamsunghave veryeffectivelyusedcelebrityendorsementsandthroughheavyuse of
sponsorshiptoappeal emotionallytotheirtargetaudiences(Gupta,2013). See images3,4 and 5.
Image 3 (Samsung,2014) Image 4 (Samsung,2013) Image 5 (Samsung,2012)
Samsung SWOT
Analysis(all
infomation
sourced from
(Jurevicius,2013
and Samsung,
2014)).
Strengths
- Versatile hardwareintegration
- Excellenthardware andsoftwareengineering
- Leadersininnovationanddesignof mobile hardware
- Low productioncosts
- Largestshare in entire smartphone industry
- Easy to branddue to companystature
Weaknesses
- Lack of ownOS
- Large patentinfringements
- Onlybeingable toprogressasAndrioddoes
- To manyproducts releasedatthe same time
Opportunities
- Huge growthwithinAsianmarkets
-Growthgloballywithinmobile advertising
-Huge demand forSamsunghardware for otherbrands
- Oppotunitytobuyoutpatents
Threats
- Highlysaturatedmarketwithindevelopedcountries
- Price wars
- Rapidtechnological advancements
- Rapidchange indemandfromsmartphones

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Usingwell knownandlovedcelebrities,aswell assponsoringhuge eventssuchasthe Olympics
allowsconsumerstorelate toa product through eventstheyenjoyandcelebritiestheyview asrole
models. Itcan howeverhave anegative effectif the celebrityhasseen asunproductive andnegative
(Spry,2011).
3.2 Apple
3.2.1. SWOT Analysis
3.2.2 Specialisedmarketingcommunicationstrategy
Swot Analyisfor
Apple Iphone (All
infomation
sourced from
(Jurevicius,2014
and Apple,
2014)).
Strengths
- Recognisedasthe original smartphonebrandtothe masses
- Most recognisable smartphone brandinwesternmarkets
- Highlypositivebrandreputation
- Simple touse operatingsystem
- Awardwinningface toface customercare
- Highlyloyal consumerbase
Weaknesses
- Lack of productoptions
- Nolowerendproductavailability
- NoOS versatilityandcompatibility
- Lack of distributionchannelswithinAsianmarkets
- Absence of Innovation
Opportunities
- Acquisitionof othercompanies
- Appexclusivity
- Wearable gadgetssuchas the I-watch
- Large corporate integration
Threats
- Low levelsof customisationincomparisontootherbrands
- Lawsuitsoverpatentinfringement
- Fadingpresence inAsianmarkets

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Apple specialiseinmakingaddictive advertisementsusingcurrentsocial trendswhichresultin
positive word-of-mouthmarketing(Mickalowskietal,2008). By usingcatchymusicand usingbold
coloursto replicate happiness,withempoweringsloganstoshow the consumer toalsoshow they
are special (See Image 6).Apple have managedtomake the majorityof theiradvertisements
become viral due tonature of them,thisisusedinorderto get consumersandcustomerstalking
aboutthe brand,whilstassociatingpositive happythingswithit(MillánandDíaz,2014).
Image 6 (Apple,2014)
3.3 Current UK market trends
In the UK there are twotrendswhichare currentlysweepingthe market.Theseare healthand
fitnessconscioustechnologies(Forbes,2014) andconsumeracceptance (SangRyu andMurdock,
2013).
There isa large emphasisonhealthylivingatthe momentwithinthe UKand smartphone companies
alike,inpushingahealthierlifestyle toconsumersandcustomersitallowsforindividualstofeel
goodabout themselvesandtowardsthe brands,alongwithshowingthatthe companiescare about
theircustomers(Forbes,2014).By doingthisit can cause for increasedsalesandenhance brand
reputationina positive manner.
CompanieslikeApplehave realisedthatsmartphonesuntil recentlywere onlysort afterbya
youngerdemographic,howeverwantingtogrow andcreate more salesthe needforpotential
consumerstolearnand accept newproductswaskeyand therefore introducingservicestoteach
potential consumersonhowto use theirproducts,wouldcounteractthe stigmabehindnew
technologieswhicholdergenerationsmayhave (SangRyuandMurdock, 2013).
4. Sony Mobile CompanyStrategies
Image 7 (SonyMobile CommunicationsInc.,2013).

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Sony holdsa heavyreliance ontheirbrandIdentity,bybrandingtheirproductsundertheir
corporationname,forexample SonyXperiaZ1(Suzuki,2014). In usingthisstrategyconsumerscan
relate towhat isan alreadysuccessful brandandmake the assumptionthattheirphoneswillbe just
as goodas the restof theirproductionlines.
Sonyhas made all of theirdevicesable to‘Remote Play’(Suzuki,2014).Remote playallowsforall
Sonycurrent devicesandfuture devicesable tosynchronise where everthe individualisaslongas
theyhave an internetconnection(Low,2014) and thisisespeciallyenhance due tothe arrival of 4G
inthe UK and Europeanmarkets(Suzuki,2014). Overpreviousyears Sony have notbeen successful
as a consumermobile brand,tocounteractthisissue Sonyfoundagap in the marketfor remote play
(Suzuki,2014). Many consumers use theirphonesforvariousformsof mediaentertainment;
therefore Sonyenabledthe use of remote serverssothatconsumerscan accesstheirentertainment
mediafromhome onthe go (SonyMobile CommunicationsInc.,2014). In doingthisSonyhas
allowedforanintegrateduse withinall theirproductstherefore hopingexistingcustomersof other
serviceswill have continueduse of otherproducts.
4.1 Target Market
ThroughusingsegmentationSonyhave marketedthemselvesasapremiumbrandand theydothis
by targetingconsumerswhoare professionals,aged25-40, well-educatedandbusinesssavvy,thisis
due to Sony’sdependence BusinesstoBusiness (B2b) sales,howeverSonyare alsotryingtotarget
activityintensive consumerssuchasgamers(throughremote play),hikers,cyclists,swimmersand
diversthroughthe toughenedwaterproof anddustproof orasSonydescribesasAdventure proof
propertiesof theirdevices(Hairi,2013,SonyMobile CommunicationsInc.,2014 and Beavis,2014).
4.2 Sony’s current brand position
AlthoughSonybrandthemselves asapremiumbrand,buttheyare currentlyamid-level brand
withinthe smartphone market(Reed,2013).Sonyis pushingnew technologiesandare currently
undertakingamarketingcampaigninorderto solidifythatSonyare one of the best,whichtheyhave
done invariousothermarkets(SyncForce,2014).
Sony has seenbybeingunderthe brandSonytheydeserve tobe noticedasthe best,indoingso
theymusthave the bestfeaturespossibleandinusingthisconceptandlinkingitwithcurrent
markettrends,Sonyhave labelledtheirfrontfacingcamerasas the best‘selfie’takingcamerainthe
world(McCann,2014 and SonyMobile CommunicationsInc.,2014).
Theyhold heavydependence ontheiruse of publicrelations;thisisdue toa heavyreliance ontheir
brand identityanditshardware tocreate successinthe longterm(Walker,2013).
4.3 MediaSelection
The preferredmediastyle of Sonyisadvertisingthroughthe televisionandthe internet.Theyuse
visuallybeautiful,colourfulandtechnologyorientatedadvertisements(Walker,2013).Sonydoes
thisinorder to displaytoabilitiesof the hardware withintheirproductsasseeninimage 8.

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Image 8 (SonyMobile CommunicationsInc.,2013)
Sonyhave oftenusedDirectMarketing inall channelsof theirbusinessandhave onmanyoccasions
have seensuccess forit.Using a loyaltycardscheme inorderto see and influence purchase
behavioursof consumers,thisishoweverachievedthroughexteriormarketingcompanies
(Rangwalla,2013). Withthe successthe scheme seemstohave,itisonlyhoweveruseditina b2b
scenariowheninrelationtosmartphonesandithasoftenbeenasa part deal in collaborationwith
Laptopsand otherrelevantbusinesstechnologies(Rangwalla,2013).
Sonydo performdirectmarketingonconsumersthroughdirectmail,sendingleaflets withvarious
picturesonthem,showinghowunique theirproductsare (asseeninimage 9),howeveragainwith
the B2B thisisusuallyinaccordance to the buyingof anotherproduct suchas a laptopor PC(Dupre,
2014).
Image 9 (SonyMobile Communications Inc.,2013).
5. Future Recommendations
In the future whenlookingatthe successof Sony’scurrentIMC usage and theircompetitorsitwould
be fair to saythat there isstill a lotof workwhichneedstobe done,if theywantto become market
leaders.
It wouldbe advisable tospendalongertime onthissubjectareaandto allow forthe possible
undertakingof primaryresearchasthisreportis onlysecondaryresearchspecific.

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Furtherrecommendationsinadditiontotheirstrategies:
5.1 Deeperlook intosegmentation
It iskeythat Sonydo not restricttheirapproachto consumersthroughonlytargetingasmall
segmentof the market.Ithas beenprovenbycompanieslike SamsungandApple thattheirproducts
can be usedandpurchasedbymany,variousformsof the same technologycanbe createdand
marketedforconsumerswhomaynot be able to afforda premiumrate flagshipphone;anexample
of thiswouldbe Samsunggalaxys3and the s3mini (Spence,2013). IndoingthisSamsunghave seen
a wideruserbase for theirphonesandtherefore have beenable toincrease theirtargetaudience
and generate more sales (Dirkse,2013).HoweverSonymustmake sure theydo notoversaturate the
marketwhenapplyingthisprocess.
Many consumershave saidthat the problemwithSonyisthattheydo nothave enoughvariabilityin
handsetsandtheyare tooexpensive,eventhoughtheyacceptthattheyare verygoodphones.In
takinga furtherlookintosegmentationSonymayfinditpossible toincrease theirtargetaudience
and amountof salesand revenue generated.Thiscouldalsohelpforconsumerrelationsandbuilda
betterconsumerbase awayfromb2b relations.
5.2 Push handsetsIndividually
Sonyare stucktryingto bundle handsets inwithotherproductsthroughthe use of directmarketing.
Thispractice works ina b2b scenario but itis lesseffectiveina retail scenario.
Usingpublicrelationsespeciallyinthe UKmarketSony couldincrease demandforhandsets. Sonyis
highlyregardedinthe majorityof technologymarketsexceptsmartphones.Increasingpublic
relationsandadvertisementsof their handsets couldbe arguedthatdue tothe dominance they hold
overthe othermarketsin the UK, theirsmartphoneswouldfollow andpotentiallybecome the
marketleader.Thispairedwiththe factthat Sonyhas variousexclusivestechnologiessuchas
‘Remote play’could helptoforma newandheavilyloyal consumerbase.
6. Conclusion
Sony is currentlyonthe rightpath to success;howevertheirstrategiesmayneedafurtherlookinto.
Withthe aidof variousIMC tools,suchas SegmentationandPublicRelationsSonycouldfindthat
theyare nottoo far frombeingable topush for marketleaderstatus.
Throughcomparingand contrastingwhatSony’scompetitorsare doing itshowsthatSony may need
to make more time forthe Retail consumerandgive more variationinwhattheygive totheirtarget
audience.
It wouldbe advisedthata deeperlookintothe subjectareaiscommitted due tovariousconstraints
that occurred in relationtothe report.It mayalso be advisedtoconductprimaryresearch to geta
more personalisedviewonthe subjectarea as thisprojectwassolelyresearchedona secondary
basis.

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