This presentations contains details about strategic sales management with a case study on SONY Bravia.

1. Sales Management Presentation
Topic : Sony Bravia
Batch : A1, IIPM
Presentation By : Sampurna Chawdhary
Anushree Ambardekar
Ayush Parekh

3. THE TELEVISION STORY

4.  Sony TV8-301- launched in 1960-portable,
world's first non-projection type all-transistor
television- used 2 6V lead acid batteries
 Discontinued in 1962

5. Sony Trinitron KV-1310 launched in 1968

6.  Kx21 hv1- 1986
 WEGA series– KW HD- 1997

7.  2005- BRAVIA X-series (flagship brand)--
widescreen Liquid Crystal Display TVs- HD-
full color resolutions- detail display

8. 2009- Sony BRAVIA- KDL ZX5- Ultra thin
LCD HDTV- Advanced LED Backlight

9. KDL-LX900 Series- 3D BRAVIA with Full HDTV
(2010)

10. KDL-HX80R Series- BRAVIA LED HDTV with 3D,
Blu-ray recorder (2010)

11. Jan 16, 2014, saw SONY unveiling the
BRAVIA Full HD TV line-up-- offering X-
Reality™ PRO picture engine, bringing
stunning images to life from any source.

12. ... the company

13.  Founded- 7 May 1946
 Founder(s)- Masaru Ibuka, Akio Morita
 Headquarters- Minato, Tokyo, Japan
 Key people- Osamu Nagayama
(Chairman of the Board), Kazuo Hirai (President and
CEO)
 Products- Consumer electronics
Semiconductors
Video games
Media/Entertainment
Computer hardware
Telecom equipment
 Revenue Increase- US$75.410 billion (2014)
 Operating income- (Increase) US$0.257 billion
(2014)

14. Market Share

17. >Bravia by Sony is the top selling television
brand (24/26 to 46/55 inches)
> Contributes 35% of total sales in India
<Figures in billion yen>
2012 2013
0
200
400
600
800
1000
1200
1400
1283.2
994.8
203.2
84.3
Sales Operating loss

18. Market Analysis

19.  With the new Xperia and Bravia 4K X9200A series, Sony is
eyeing India to become a bigger market than Japan
(home base) by year 2015

20. SWOT Analysis

21. Strength
 Brand SONY- since 58 years- its' equity and credibility
 Innovation
 Transformational Engineering
 Growth in Indian economy makes India the breeding
ground for the company's profitability
 Ripple effect on the home entertainment product
industry
 Credible delivery and quality products
 Media Mix and presence (Eg: FIFA official 4K TV)

22. Get inside the stadium with Sony
Bravia 4K HD 3D TV

23. Weakness
 Wrong business decisions. Eg: The alliance with
samsung that costed the company a whopping
$100 million loss (as Sony does not manufacture its'
own LCD panel)
 Pricing- Brands like Panasonic, Toshiba, Sharp, LG
etc. win in the price game.
 Majority production takes place in Japan leading to
large distribution costs increasing the product costs

24. Opportunities
 Master in innovation and creating differentiation
 Sony's strategic decision to come up with the Bravia
X9200A series, featuring-- Sony's proprietary 4K X-Reality
which absolutes enhanced visual noise reduction and
color management, the TRILUMINOS Display-
reinventing color reproduction
 The reducing operating loss and increasing profitability
in FY2012
 Flagship brands-- Bravia, Xperia
 Indian market
 Incorporating Information Technology, design, audio
and imaging

25. Threats
 Samsung and LG
 The maximum profit making countries of The United
States, Japan and Europe are hit hard by the slow
economy
 The Apple TV

26. 4 Ps : PRODUCT

31. o Home entertainment just got Better, Brighter and Bolder
o Ranging from Basic TVs, Internet TV to 3D TVs
o Sony’s State-of-the-art technologies and Eco-friendly
innovations will change the way you watch TV
Explore the range of Sony
BRAVIA TV

32.  X Series - 4K TV
4K Picture Perfect LED TV with Upscaled 4K
Resolution by 4K X-Reality Pro
 TRILUMINOS-Series
W950B/W950A/W900A Full HD 3D Internet
LED TV with X-Reality PRO
 W800B Series
Stunning 3D Internet LED TV with X-Reality
Pro & One-Flick Entertainment
 W700B Series
Internet LED TV with X-Reality Pro & One-Flick
Entertainment
 W600B Series
Basic Internet LED TV with X-Reality Pro and
Smart Interface
 R Series
LED TV with Crisp Picture & Unlimited Wireless
Sharing
 P Series
LED TV with Clear Resolution Enhancer,
Smartphone/ USB Connectivity and FM Radio
 Explore All LED TV Series
Browse the full selection of Sony BRAVIA
LCD/LED TVs

33. X Series - 4K TV

34. TRILUMINOS-Series

35. W800B Series

36. W700B Series

37. W600B Series

38. R Series

39. P Series

40. Sony BRAVIA – Made for FANS
HIGHLIGHTS
 Colour, Brilliance
And Details
 Sound that brings
stadium to your home
 The Perfect Shape
That Fits Every Home
 Watching Football
Just Got More
Interactive
 Be part of
excitement from
around the world

43. PICTURE PERFECT
 4x More Detail Than Full
HD
 See More Colours Than
Before
 Upscale to Near 4K*
Resolution,
Regardless of Source
 Stunning Details,
Whatever You're Watching
 Your most immersive 3D
entertainment
 Clear Resolution Enhancer
Stunning Picture Quality
4x More Detail than Full HD

44. BECAUSE SOUND MATTERS
 Absolute Audio Clarity
With Full-Range Sound
 Sound Perfection with the
new Wedge design
 Richer Sound With Solid
Bass Audio
 Full-Range Audio Clarity
With Big Bass
 Hear Audio Like Its
Original Source
Immersive Sound
Don't just hear it. Feel it.

45. WHERE DESIGN MEETS FUNCTION
 For every purpose there is a
perfect shape
[Space Saving & Sound Perfection]
An Alternative Way To Display Your
TV
[Wall-mountable Stand]

46. Entertainment like never before
 Your Entertainment Awaits, Just a Fingertip
Away
Share Your Moments With The World
Wirelessly Mirror Your Smartphone's Screen
On BRAVIA With A Single Touch
Swipe, Share And Grab A Photo
Without A Network
Supersize Your Favourite Smartphone
Content
TV that's made for your Smartphone
Effortlessly control BRAVIA with
your smartphone or tablet
Passions Come Alive With Stadium Surround
Sound
Engaging User Experience
Change the way you watch.

47. 4 Ps :
PRICE

48. PREMIUM PRICING STRATEGY
 Price variables such as dealer price, retail price, discounts, allowances, credit
terms etc. influence the development of marketing strategy, as price is a
major factor that influences the assessment of value obtained by customers
 Customers directly relate price to quality, particularly in case of products that
are ego intensive of technology based
 Sony being a company which emphasize product quality, it tends to sell its
products with price range from Moderately-high to High-prices, depending
on the use and the targeted customers

49. High Quality High Pricing
Competitive Price : Price High than Competitors
BRAVIA have been the growth driver of the business in India,
contributing 35% to the total sales of Sony Corporation in FY13
Sony India achieves sales of Rs. 6,313 crore in FY13
BRAVIA is No.1 in Flat Panel Market with 18.8% share
In FY11, Sony sold 8.3 lakh BRAVIA TVs, which went up to 9
lakh units by end of FY12

51.  Sony Bravia 40 Inch Full HD LED KLV-40R452A Rs. 45,000
 Sony Bravia 32 Inch Full HD LED KDL-32W600A Rs. 33,792
 Sony Bravia 32 Inch Full HD LED KLV-32R422A Rs. 29,900
 Sony Bravia 32 Inch Full HD LED KLV-32R402A Rs. 28,374
 Sony Bravia 24 Inch HD LED KLV-24R422ATelevi Rs. 15,860
 Sony Bravia KLV-24R402A 24 Inch LED Televisio Rs. 14,863
 Sony Bravia 32 Inch Full HD LED KDL-32W670A Rs. 42,900
 Sony Bravia KDL-32NX650 32 Inches LED Full Rs. 40,500
Sony TV Price in India 2013

52.  Sony Bravia 46 Inch Full HD LED KDL-46W700A Rs. 74,990
 Sony Bravia KD-65X9004 65 Inch 3D 4K LED Rs. 344,910
 Sony Bravia 47 Inch Full HD 3D LED KDL-47W800ATelevision Rs. 88,901
 Sony Bravia KD-55X9004 55 Inch 3D 4K LED Rs. 258,947
 Sony Bravia 50 Inch Full HD KDL-50W800B LED Rs. 101,065
 Sony Bravia KDL-47W850A 47 Inch Full HD 3D Rs. 89,952
 Sony Bravia 32 Inch Full HD LED KDL-32W650A Rs. 40,666
 Sony Bravia 55W950B 55 Inch Full HD LED Television Rs. 152,561
 Sony Bravia 48W600B 48 Inch Full HD LED Television Rs. 77,900

53.  LATEST PRICING STRATEGY:
Sony Brings Bravia 4K TV Range in India With Price Starting Rs
3,04,900
 UPCOMING PRICING STRATEGY:
Sony to experiment with minimum pricing strategy

54. 4 Ps :
PLACE

55. PLACE: SUPPLY CHAIN & MARKETING

56.  Depending on the nature of the product, marketing management
decides to put into place an exclusive, selective or intensive network of
distribution, while selecting the appropriate dealers or wholesalers
 Sony being the company which positions itself as a seller of durable
and high-end products, it is practicing selective distribution of its
products from the selective dealers i.e. SONY World
 Sony distributes its products in various channels
 It uses Zero-level channel, one level channel and two-level channel
 In India, Sony has used the method of one-level distribution channel

57. 4 Ps :
PROMOTION

58.  Sony engages in a variety of different marketing efforts, as one of
the world's largest and most pervasive corporations
 Sony's former slogans have been
"The One and Only",
"It's a Sony",
"like.no.other" and
"make.believe"
Its current slogan is "BE MOVED"

59. BE MOVED

60. The BRAVIA brand uses the slogan
"Color like.no.other."
 The launch of the BRAVIA was supported by an advertising campaign, with
a commercial featuring 250,000 brightly colored rubber balls bouncing down
a San Francisco street
 Advertisement in India features thousands of square anthropomorphic
pixels. A Kathakali dancer's green face turns into pixels which run away from
him. He finds his face later in a Sony BRAVIA television

61. PROMOTION
•Promotion is a key element of marketing program and is concerned with effectively and
efficiently communicating the decisions of marketing strategy, to favorably influence target
customers’ perceptions to facilitate exchange between the marketer and the customer that
may satisfy the objective of both customer and the company
•A company’s promotional efforts are the only controllable means to create awareness among
publics about itself, the products and services it offers, their features and influence their
attitudes favorably

62. SONY MARKETING Communication Mix
 Sony India will spend Rs 200 crore in this financial year on advertising
and promotion of the entire range of consumer electronics, outof which Rs 60
crore will be spent only on digital imaging products
 The major elements of promotion mix include advertising, personal selling,
sales promotion, direct marketing, and publicity. Sony Corporation has used
all of these marketing communication mix elements.

63. Advertising
 Advertising is any paid form of non-personal mass communication through various
media to present and promote product, services and ideas etc. by an identified
sponsor
 Sony advertise its products by targeting those favorable television programs, like
sports, series and also it has its own channel called Sony TV channel
 Through newspapers like Times of India, & also through Posters Sony has
advertised a wide range of products it offers to its customers
 Sony also uses direct response advertising

65. Sales Promotion
 Sales promotion is a marketing discipline that utilizes a variety of incentives
techniques to structure sales related programs targeted to customers, trade, and/or
sales levels that generate a specific, measurable action or response for a product or
service
 Includes free samples, discount, rebates, coupons, premiums, scratch cards,
exchange offers, early bird prizes, etc.

67. Public Relations and Publicity
 Public relations is a broad set of communication activities employed to create and maintain
favorable relationship with employees, shareholders, suppliers, media, educators, potential
investors, financial institutions, government agencies and officials and society in general
 Through its website, Sony corporation has its provided contacts for those customers who
will be in need of any information from the company
 In this way Sony can create a mutual relationship
with its customers and ensure that it serves the wishes
and demands of its customers

68. Organization Structure
Source: www.sony.net

71. Sales Target
& Budget

72. What is Sales Target ?
 A specified amount of sales that a management sets for
achieving or exceeding within a specified timeframe.
 Sales Target are apportioned among different sales units such
as salesperson, franchisees, distributors, etc.

73. Sony Sales (India Only)
• Sony has been ruling the Indian market by
maintaining a very high market share.
• Sony India hit Number One position with 18.8%
share (In Qty) in FY11.
• Sales Target was very high for the year 2012 and
2013. Source: Sony India, Google

74. • Due to strong competition from big players like
Samsung, LG, etc. sales went down.
• Sony suffered operating losses in the year 2012
and 2013.
Source: Annual Report

75. Source: The Hindu Newspaper

76. Sales Target
• 20% increase in sales by next year.
• For small towns and cities, going
to launch TVs starting Rs. 15000
• Focus high end product mainly in
metro cities.
Source: Times of India

77. Budget
• Objective : Maximize sales, Minimize costs and Ensure Profits.
• It’s a timely controlled mechanism.
• Sony allocated Rs. 450 Cr marketing budget in the year 2013.

78. Sales Team Training
 Skill Development
 To forecast and achieve sales
 Communication Skills
 Time Management
 Discovery of Strengths and Weaknesses
Source: HR Sony

79. Compensation
Software Engineer ₹561,500 ₹400k to ₹700k
Senior Software Engineer ₹727,333 ₹500k to ₹925k
Trainee Software Engineer ₹425,000 ₹400k to ₹450k
Hardware Engineer ₹175,000
Sales Associate ₹150,000
Sales & Marketing ₹125,000
On an average, Sony Electronics pays its employees
about 12% more than that of the market.
Source: www.glassdoor.co.in

80. Motivation
For Customers
 Customer Satisfaction
 Product Quality
 After sales service
 Global repair service
network
For Employees
 Easy working environment
 Human rights and equal
opportunities
 Education and Training
 Occupational Health and
Safety
 Employee benefits, bonus
and allowances
Source: www.sony.net , CSR

81. Thank You.