The document discusses a marketing research report submitted by Leena Vegad for her first year MFM course on identifying problems with Sony mobile phones. It outlines Sony's history and goals, as well as Sony Mobile Communication's focus on waterproof smartphones. The marketing research process is explained in six steps: problem definition, approach development, research design, data collection, data analysis, and report preparation. Primary and secondary research was conducted, including a survey of 10 people. The findings identified issues with durability, battery life, lack of innovation, and poor after-sales service. Suggestions included focusing more on the mobile sector, reducing prices, and improving technologies to better compete with rivals like Samsung and HTC.

1. NATIONAL INSTITUTE OF FASHION TECHNOLOGY
SUBMITTED BY;
LEENA VEGAD
MFM 1ST
PRESENTATION ON
RESEARCH PROBLEM OF SONY MOBILES

2. Founded: 7 May 1946; 70 years ago, Tokyo, Japan
Founder: Masaru Ibuka Akio Morita
Headquarters: Minato, Tokyo, Japan
Chairman: Kazuo Hirai President, CEO
Products: Consumer electronics
Semiconductors
Video games
Computer hardware
Telecommunications equipment
One of the most recognized brand names in the world, Sony Corporation,
Japan, established its India operations in November 1994, focusing on the
sales and marketing of Sony products in the country. In a span of 22 years,
Sony India has exemplified the quest for excellence in the world of digital
lifestyle becoming the country’s foremost consumer electronics brand.

3. Product line

4. Goals and Objectives
The main objective of the Sony Corporation is;
• To design and create innovative quality products
• To develop a new technology
• To increase their productivity
• Product performance
• To be the leading provider in the electronic
• To maintain its core market segment
• To strengthen the core business areas in the market
• To expand the business in the emerging markets
• Creating the new business and accelerating innovation.

5. Sony Mobile Communications
 Sony Mobile Communications Inc. (formerly Sony Ericsson) is
a multinational mobile phone manufacturing company headquartered in
Tokyo, Japan and a wholly owned subsidiary of Sony Corporation.
 Sony Mobile Communications now focuses exclusively on the waterproof
smartphone market under the Xperia name pricing from 13000 to 30000
INR.

6. Marketing Research Process
Six steps :
1. Problem Definition
2. Development of an approach
to the Problem
3. Research design Formulation
4 . Data Collection
5. Data Preparation and
analysis
6 . Report preparation and
Presentation

7. 1. Problem Definition
Problem in Sony mobile phone.
1. Wi-Fi dropping or won’t connect
2. Poor battery life
3. Durability
4. lack of innovation
5. after sale service
Some comments and reviews from the customers are;
 “At this point, Sony just needs some strategy, any strategy, because that
is better than no strategy at all."
 Sony is an example of what happens when a company falls blindly in
love with its brand.
 Because of its diminished brand it's becoming harder for Sony to charge
the same premium it used to for its products.
: http://www.digitaltrends.com/mobile/sony-xperia-z-problems-bug-fixes/

8. 2. Development of an approach to the
Problem
By analyzing the secondary data and identifying the information needed I
got to know that;
Sony carries out many problems in mobile handset as;
 Delicate: Sony phones are very delicate as most of the complains are
found of cracking in first fall.
 Durability: damaging phones within few months.
 CRM: Customer satisfaction issue.
 Lack of Innovation: Lack innovation and core competencies as the vital
business problems are identified by Sony.
 After sale service: there are very few service centre in India and
customer face late response to their complains.
http://www.androidauthority.com/flashbacks-and-forecasts-sony-2016-671591/

9. 4 . Data Collection
 Primary Data:-
• Preparing a questionnaire of Sony mobile using different variables
• Where people had to rate it on the scale of 1 to 5
• Data was collected from the people who are aware about the
phone.
• The sample size taken into consideration was 10.
 Secondary Data:-
• Data collected through various websites, magazines.

10. 5. Data Preparation and analysis
 Primary data is collected within the campus
 non probability sampling is used.
 convenience method is used .
 data is calculated by finding out mean.
 A mathematical representation of the typical value of a series of
numbers, computed as the sum of all the numbers in the series
divided by the count of all numbers in the series.
Arithmetic mean is commonly referred to as "average" or simply
as "mean". Result of 10 respondents are;
 MEAN = ∑ FX
N

11. 3. Research design Formulation
 A Research design is a frame work or blueprint for conducting the
marketing research project .
 This research design is descriptive as research is done for one
segment i.e., Sony mobile phones.
 The data will be collected by primary data collection method i.e. by
survey using questionnaire with the sample population size 10 and the
statistical tool used is mean for collection of data.
 The structure of questionnaire is dichotomous type question where
options are in form of good or bad, agree or disagree, yes or no, etc.

12. 6 . Report preparation and
Presentation
 The entire project should be documented in a written report.
 It should address the specific research question identified like;
 describes the approach ,
 the research design ,
 data collection and data analysis procedures adopted , and
 present the result and major finding .

13. Questionnaire
Name:
Age:
Occupation:
Current mobile you are using:
Sl. No. Questions Rating
1 How would you rate your brand according to your preference?
(fulfilment of purpose)
2 Appearance/design
3 Camera , picture , sound quality
4 Customer relationship management
5 Battery life
6 User Friendly (including touch & feel)
7 Innovation in new model
8 Value for Money
9 Headphones and other accessories
10 Guarantee and After sales service
Rating from 1-5 for the 10 questions stated below;
1-Poor2-Average3-Good4-Very Good 5-Excellent

14. 0%
60%
30%
10%
0%
purpose fulfiled
poor
average
good
very good
excellent
10%
40%
30%
10%
10%
camera and sound quality
poor
average
good
very good
excellent
70%
20%
10%
0% 0%
CRM
poor
average
good
very good
excellent
20%
60%
20%
0% 0%
Battery life
poor
average
good
very good
excellent
0%
20%
33%
7%
40%
appearance
poor
average
good
very good
excellent

15. 10%
40%40%
10%
0%
user friendly
poor
average
good
very good
excellent 80%
20%
0%
0% 0%
innovation
poor
average
good
very good
excellent
10%
70%
10%
10%
0%
value of money
poor
average
good
very good
excellent
0%
0%
10%
30%
60%
accesories
poor
average
good
very good
excellent
70%
30%
0%
0% 0%
after sale service
poor
average
good
very good
excellent

16. Conclusion & suggestions
 Electronic devices haven’t been the core of Sony’s business.
 The lack of attention being paid to mobile section.
 Lack of innovation
 Less feature with high cost
 Competitors had played a big role.
 Sony phone should try to focus on mobile section too.
 Sony’s competitors like Samsung and HTC is preferred rather than
Sony phone because of its lack of innovation which costs high, so
either price should be reduced or new technologies should be used.
 Problem occurred should be rectified rather than exiting from the
business.

17. THANK YOU