Sony Project Report | Sony Mobiles

SONY MOBILES
SEMESTER-2 FINAL REPORT
Anand Singh Tomar CM-1 DM17CM08

1
Contents
Sector Information.......................................................................................................................................2
GDP % contribution of the sector to the Indian Economy.........................................................................4
Segment-Wise Percentage Share of Indian Durables Household Industry............................................5
Historical Growth/ De-growth Pattern of the sector..................................................................................6
Porter’s Five Forces Model for Indian Consumer Durables market ...........................................................6
Company Information..................................................................................................................................8
Sony Snapshot:.........................................................................................................................................9
SWOT Analysis of SONY .............................................................................................................................10
Product/Services offered by SONY............................................................................................................11
Products offered by SONY......................................................................................................................12
Services offered by SONY.......................................................................................................................14
Competitor Analysis of SONY.....................................................................................................................15
USP’s of 3- Major Brand.........................................................................................................................16
Trending NEWS of SONY ............................................................................................................................17
Marketing Strategy of SONY Mobile Phones ............................................................................................18
SWOT Analysis of SONY Xperia Z3.........................................................................................................18
Marketing mix of Sony Xperia Z3...........................................................................................................19
Segmentation, Targeting & Positioning of SONY Xperia Z3..................................................................22
Product life cycle of Sony Xperia Z3.......................................................................................................25
Sales Forecast of Smartphones..................................................................................................................27
Distribution Strategy of Sony Mobiles ......................................................................................................30
Digital Marketing Strategy of SONY ..........................................................................................................31
Consumer Buying Behaviour on Smartphone ...........................................................................................32
Factors Affecting the Choice of a right Smartphone:............................................................................33
Factor Analysis............................................................................................................................................34
Methodology:.........................................................................................................................................34
Tools and Techniques used:...................................................................................................................34
Data Analysis:.........................................................................................................................................34
Conclusion ..................................................................................................................................................38
References..................................................................................................................................................39

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Sector Information
The Consumer Durable industry consists of durable goods and appliances for domestic use such as
televisions, refrigerators, air conditioners and washing machines. Instruments such as kitchen appliances
(microwave ovens, grinders etc.) are also included in this category. This industry includes all those goods
which are durable i.e. products whose life expectancy is at least 3 years. These products are hard goods
that cannot be used up at once. According to recent industry reports, the steadily growing market for
consumer durables is estimated at Rs. 300 billion.
Segmentation of Consumer Durables Industry: The consumer durables industry can be broadly classified
into 2 segments: Consumer Electronics and Consumer Appliances.
Consumer
Durables
Consumer
Appliances
Consumer
Electronics

3
The consumer durables market in
India is estimated 46 to have reached
Rs 1 trillion (US$ 15.5 billion) in 2017.
The consumer durables/light
electrical industry is expected to reach
Rs 3 trillion (us$ 46.54 billion) by 2020.
India is one of the largest growing electronic market
in the world.
Indian electronics market is expected to grow at 41
per cent CAGR between 2017-20 to reach US$ 400
billion.
Consumer electronics exports from India reached
US$ 301.07 million during April-January 2017-18
15.5
46.5
0 10 20 30 40 50
2017
2020F
CONSUMER DURABLES
MARKET IN INDIA
Consumer Durables Market in India
Linear (Consumer Durables Market in India)
100
400
0
100
200
300
400
500
FY 2017 2020F
ELECTRONICS MARKET IN
INDIA
Electronics market in India
Linear (Electronics market in India)

4
GDP % contribution of the sector to the Indian Economy
Urban markets accounted for the major share
(67 per cent) of total revenues in the consumer
durables sector in India.
Demand in urban markets is likely to increase
for non-essential products such as LED TVs,
laptops, split ACs, beauty and wellness products
In rural markets, durables like refrigerators as
well as consumer electronic goods are likely to
witness growing demand in the coming years as
the government plans to invest significantly in
rural electrification. Rural and semi-urban
markets are likely to contribute majorly to
consumer sales. India stands at 4th position in the top 10 global smart phones market.
67%
33%
Consumer Durable Market
in India
Urban Rural

5
Segment-Wise Percentage Share of Indian Durables Household Industry
Segments Percentage
Air Conditioners 6%
Audio/Video Equipment’s 12%
Components 7%
Computer And Peripherals 19%
Electric Fans 1%
Industrial Electrical And Electronics 5%
Mobile Phones 20%
Other Domestic Appliances 4%
Others 3%
Refrigerators 2%
Sewing Machines 1%
Telecommunication 18%
Washing Machines 1%
Watches And Clocks 1%
6%
12%
7%
19%
1%
5%
20%
4%
3%
2%
1%
18%
1% 1%
India Consumer Durables Segment Share
Air Conditioners Audio/Video Equipments Components
Computer And Peripherals Electric Fans Industrial Electrical And Electronics
Mobile Phones Other Domestic Appliances Others
Refrigerators Sewing Machines Telecommunication
Washing Machines Watches And Clocks

6
Historical Growth/ De-growth Pattern of the sector
In 2015, revenue from consumer
durables sector in India stood at US$
9.7 billion, which further increased to
US$ 12.5 billion in FY16.
Consumer durable market expected
to grow at CAGR of 13 per cent from
FY05 to FY20.
Around two third of the total revenue
is generated from urban population
and rest is generated from rural
population.
Godrej group, Onida Electronics, Blue
Star and Videocon Industries are few
of the major domestic players
operating in India consumer durable
market.
Porter’s Five Forces Model for Indian Consumer Durables market
FY11 FY12 FY13 FY14 FY15 FY16 FY17 FY20F
4.7 5.2
6.3
7.3 7.4
9.7
12.5
20.6
INDIA CONSUMER DURABLE
MARKET
India Consumer Durable Market

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Buyer Power: The buyer’s power is quite high as they have multiple brands across different price points,
hence giving them a wide variety cross both durable and nondurable products to choose from.
Supplier Power: the suppliers‟ power is low because of the availability of the large numbers of suppliers
in the domestic market and cheap import options for components from other suppliers and countries.
Competitive Rivalry: Presence of a large number of players in the domestic consumer durable market in
each segment leads to high rivalry.
Availability of Substitutes: The threat of availability of substitutes in the Indian Consumer Durables
market is medium. Where the white goods segment (air conditioners, refrigerators) face low threat of
substitutes, the brown goods segment and consumer electronics segment do face a threat of substitutes.
As new technology enters the market at an increasing pace, the manufacturers need to upgrade their
products accordingly. For e.g. the VCR got replaced by DVD player. On a different note, televisions face
the threat of multiplexes. Also, brown goods like pressure cookers face the threat of microwave ovens
etc.
Threat of new entrant: For any new company, to establish and build a new brand, cope with the
technological advancement and create a wide-distribution network is difficult. One the other hand,
cheaper brands from Asian countries like china and the entry of other global brands is a concern.

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Company Information
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 20,000
dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations.
Sony India also has a strong service presence across the country with 365 service outlets. Manned by
customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the
most visible face of the company in India. A distinctive feature of Sony’s service is its highly motivated and
well-trained staff that provides the kind of attentive and sensitive service that is rare today.
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. Relentless commitment
to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what
differentiates us from countless competitors and reflects a true image of all that is Sony.

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Sony Snapshot:
SONY Mission:
At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for
technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-
breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures
and experiences. Everything we do, is to move you emotionally. BE MOVED.
Company
Managing Director:
Date of Establishment:
Head Office:
Staff Strength:
Share Capital:
Share Holding:
Business Activities:
Sony India Pvt. Ltd.
Mr. Kenichiro Hibi
November 17, 1994
New Delhi
900
INR 554 Million
100% subsidiary of Sony
Corporation, Japan
Marketing, Sales and After-Sales
Service of electronic products &
software exports Products: LCD
Televisions, Video and Digital
Still Cameras, Notebooks and
Business Projectors, Personal
Audio, Audio Video Accessories,
Hi-fi Audios and Home Theater
systems, Car Audio and Visual
Systems, Game Consoles,
Mobile Phones, Recording
Media and Energy Devices,
Broadcast and Professional
products.

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SWOT Analysis of SONY
Strength of SONY:
 Sony has built a brand. This is highlighted by the fact that the company was tagged in a 2011
survey as Asia's most valued brand.
 The company is synonymous with technological excellence and has a rich heritage of technological
expertise. Besides creating the Trinitron Color television, VCR, and Walkman, the company helped
develop the magnetic recording tape, the compact disc, and the Blu-Ray disc, used today as a
medium for high-definition video playback. Its latest innovation, a Crystal LED television, was well
received at the Consumer Electronics Show in Las Vegas.
 Out of all its products at present, Sony's success with the PlayStation is most noteworthy -- it has
been successful since inception, and still sees tremendous consumer demand.
 A strong foothold in the entertainment industry with Sony Music and Sony Pictures has been
beneficial to the company by offsetting losses in its consumer-products division.
Weakness of SONY:
 The high cost of media production, especially in its television business, has affected the company's
pricing strategy. Its television business has lost an equivalent of $6.3 billion for eight years in a
row. It's also losing market share to manufacturers, such as LG and Samsung.
 While diversifying into too many business segments, the consumer electronics giant has shifted
its focus from its core competency -- making great consumer-electronic products. This has

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resulted in a distortion in Sony's brand. Apple, which is also in the consumer electronics space,
has managed to focus on just a few products, build competency, and make them incredibly
successful.
Opportunities of SONY:
 The company can take advantage of its movie and music business along with its experience in the
gaming space to deliver value-added content to support and integrate its product line. It has
talked about doing this with a four-screen strategy, which looks like a good concept.
 The company lately bought off its entire Sony Ericson joint venture. This should give Sony the
opportunity to act independently and innovate in the booming smartphone and tablet market.
 The company has the opportunity to enter the healthcare-imaging sector in a significant way
through a possible acquisition of a 30% stake in Olympus.
Threats of SONY:
 Sony faces price competition from competitors such as Samsung and LG, who are gaining traction
with lower-cost products such as televisions and mobile devices.
 If rumors are to be believed, Apple can give a tough time to Sony by introducing its own version
of the television, Apple TV. Moreover, Apple is seeing a significant appreciation in its brand value
compared to Sony on a global basis, according to Interbrain’s Rankings.
 Sony's online network faces threats from hackers. The company's PlayStation network was
hacked, resulting in leakage of customer information, such as credit-card data.
Product/Services offered by SONY

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Products offered by SONY
1. Televisions & Home Cinema
2. Audio
3. Cameras

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4. Mobile Accessories and Smart Devices
5. Video Cameras
6. In Car
7. Energy, Storage & Cables

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8. PlayStation
9. For Professionals
Services offered by SONY

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Competitor Analysis of SONY
Company Market Share
Sony 27%
Samsung 23%
LG 21%
Panasonic 7%
Videocon 9%
Onida 4%
Others 9%

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USP’s of 3- Major Brand
Features Sony LG Samsung
Location Wise Good Good Good
Service Attitude Excellent Average Poor
Pricing Wise Best Poor Good
Professionalism Excellent Good Average
Quality Wise Excellent Good Excellent
Product Availability Best Best Best
Information Support Best Average Poor
Knowledge of
Employees
Best Average Good
Staff Availability Good Good Good
27%
23%21%
7%
9%
4%
9%
Competitor analysis
Sony Samsung LG Panasonic Videocon Onida Others

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Trending NEWS of SONY
Sunil Nayyar appointed as Managing Director of Sony India.
Speaking on his appointment, Sunil Nayyar said, “Being one of
the most recognized consumer electronics brand, it is an exciting
time to lead the company’s direction in India. In this time of
transition, I look forward for an insight from our stakeholders
and help guide in further strengthening Sony’s presence in India.
I am confident, that we will continue to harness our energies to
expand our footprint and offer the best in class technology to our
consumers.”
Sony Expands the Full-frame Mirrorless Line-up
with New A7 III with the Latest Imaging
Technologies all Compressed into a Compact
Package. Bringing exceptional efficiency and
revolutionary power in its entry level ‘Full-frame
mirrorless line-up’, Sony India introduced the A7 III
(model ILCE-7M3), a versatile camera for all types of
creators – from wedding photography professionals to
enthusiasts.
Sony unveils new Xperia L2 smartphone
for selfie lovers. In its endeavour to cater to
selfie lovers, Sony India today launched its
premium smartphone, the Xperia L2. A brand
new addition to Xperia family, the Xperia L2
packs a 13.9 cm (5.5) Wide Screen HD Display
along with 2 powerful cameras; an 8MP 120-
degree Super-Wide Angle Selfie Camera and
13MP f2.0 Main Camera. Featuring a stylish
sleek design, this smartphone promises a full
day performance with 3300 mAh Battery and enhanced camera function that lets you capture memorable
moments with ease. The Rear Integrated Fingerprint Sensor recognises you intuitively; thereby giving you
a personalized security option
Sony introduces new powerful speaker
systems SA-D40 and SA-D20. Extending its
home audio line-up, Sony India today launched
its stylish and affordable speaker systems, the
SA-D40 and SA-D20. Driven by innovation the
new additions offer powerful sound, strong
bass, and enhanced connectivity with unique
design for both television and smartphone usage.

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Marketing Strategy of SONY Mobile Phones
From overall SONY Mobile phones, I choose
SONY Xperia Z3 defining the marketing
strategy of SONY.
The Sony Xperia Z3 is an Android
smartphone produced by Sony. Part of the
Sony Xperia Z series, the Xperia Z3, at that
point known by the project code name
"Leo", was unveiled during a press
conference at IFA 2014 on September 4,
2014. It was first released in Taiwan on
September 19, 2014, in South Korea on
September 22, 2014, in India on September
25, 2014, in the UK on September 26, 2014, in Singapore on October 4, 2014, in the United States on
October 29, 2014 and in Canada on October 31, 2014.
SWOT Analysis of SONY Xperia Z3
Strength of Sony Xperia Z3
 High quality product and overall performance of Sony Xperia Z3
 Creating more functions & features
 High picture & Video quality
 Long lasting battery performance

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Weakness of Sony Xperia Z3
 Lack of product awareness nationwide
 Less importance given to promotional activities
 Competitively high prices
Opportunities of Sony Xperia Z3
 Strong customer demand for innovative features and functions
 Network capabilities and low tariff of service providers
 Untapped Market
Threat of Sony Xperia Z3
 Strong competition in the market
 Short product life cycle
 Imitation of brand name & technology
 Substitute of products
Marketing mix of Sony Xperia Z3
Product in the Marketing Mix of Xperia Z3
Xperia is the mobile telephony brand name of Sony products. Other products within Sony’s line are found
within the information technology sector, other communication devices, gaming consoles, videos and
other electronic devices. Xperia’s products are found within the following lines:
 Wireless voice devices
 Smartphone
 Wireless systems
 Wearable

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Smartphone
Brand
Sony Xperia
Z3
Samsung MI IPhone
Display
Display type TRILUMINOS AMOLED IPS LCD Retina HD
Display
Screen Size 5.2 inch 5 inch 5.1 inch 4.7 inch
Resolution 1080 x 1920 1080 x 1920 1080 x 1920 1334 x 750
Hardware
Operating
System
Android KitKat Android KitKat Android KitKat +
MIUI
IOS 8
CPU Quad-Core2.5 GHz Octa-Core 1.9 GHz Quad-Core2.5
GHz
Dual-Core 1.4
GHz
RAM 3GB 2GB 3GB 1GB
Battery
Capacity
3100 mAh 2800 mAh 3080 mAh 1080 mAh
Camera
Rear Camera 20.7 MP 16 MP 13 MP 8 MP
Front Camera 2.2 MP 2.1 MP 8 MP 1.2 MP
Key Features
Dust &
Waterproof
IP68 IP67 N/A N/A
Gaming Ability PlayStation
Certified
N/A N/A N/A
Pricing
Price 2,399.00 1,999.00 1,064.00 2,399.00
Place
Traditional
Phone Shops
√ √ √ √
Telco √ √ √ √
Chained Shops √ √ √ √
Online √ √ √ √
Price in the Marketing Mix of Xperia Z3:
Xperia products are priced in a very strategic manner with the three-tiered pricing strategy highly being
employed. This is very appealing to all the three market segments namely: the economy shoppers, the

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middle-class market segment as well as the high-
end buyers. Upon the release of a new unique
product for the market, Sony tends to employ
the price skimming strategy. This implies that a
high price is marked on the newly released
product after which the prices are gradually
scaled down. This helps in profit maximization
upon the release of the product with the sales
volume being boosted later on upon the
decrease in pricing. The consistency, brilliance,
and performance of Xperia products still make
them be dominant even at that time when the
price is still quite high. Some of Xperia products
are lowly priced. As a result, Xperia products are
priced in a combination of low cost and
differentiation strategies.
Place in the Marketing Mix of Xperia Z3:
Xperia products are manufactured based on the channel of distribution. This puts them on toes to ensure
that their products are made available to the market easily and in time. In India, the channel of distribution
is made up of a three-tier distribution channel comprising of the manufacturer, retailer and ultimately the
consumer.
Selective distribution
channel is practiced
from very selective
dealers e.g. SONY
WORLD. Indian buyers
are known to have the
clamor for durable
long lasting products
and this is exactly
what Xperia offers to

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them. In India, Xperia’s distribution network comprises of about 7,000 channel partners as well as at least
260 Sony outlets. Xperia is all over the world, with different distribution channels being employed in
different places and regions.
Promotions in the Marketing Mix of Xperia Z3:
Xperia employs some of the best promotion
practices hence its continued popularity in the
world. Sony’s tagline “Make, believe” is one
promotion aspect that passes a message that unites
the company’s initiatives across its mobile phones,
network services, movies, music, and electronics
etc. The company’s innovation and creativity spirit
are also symbolized by this tagline.
The use of celebrities for product endorsement is
yet another popular aspect in the promotion mix.
Popular faces to have been used in the promotions
include those of actors Kareena Kapoor and Deepika
Padukone, with Katrina Kaif being the latest brand
ambassador of Xperia.
The television commercial and print media are some of the most common avenues of promotion. The
company also makes good use of digital marketing, especially the social media internet marketing
segment. Xperia billboards can also easily be spotted in different locations globally, especially when a new
product has been released for the market.
Segmentation, Targeting & Positioning of SONY Xperia Z3

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Segmentation of SONY Xperia Z3
Different customer segment, Sony Mobile will cater with different features and benefits. Basically Z3 is
for everyone that looks for similarity benefits such as high quality, longer battery performance etc. Table
shows how Sony Mobile addresses the needs and wants of consumers and business segments.
Segments Customer Needs Corresponding Features/Benefits
Professionals
(Consumer Market)
 High quality camera
 High processing power and more
durable to perform many functions
 Convenient and mobile access to
email and web
 Built-in cell phone
 Wireless email/web access from
anywhere
 Quad-Core2.5 GHz processing power
 20.7MP rear camera
Corporate Users
(Business Market)
 Update, access and exchange data
 Photograph situations to maintain a
visual record
 Convenient and mobile access to
email and web
 20.7MP rear camera with 5.2-inch
screen size (1080X 1920 resolution)
anywhere
Skilled Workers
(Consumer Market)
 Organize and access contacts,
schedule details and business and
financial files
 Durable to bad condition
anywhere
 IP68 dust & waterproof
Students
(Consumer Market)
 Longer battery life
 Perform many functions hands-free
without carrying out multiple
gadgets
 Can play high resolution games and
videos
 3100mAh Battery capacity
 PlayStation certified
 20.7MP rear camera
The Sony Mobile’ market is grouped into consumer and business market based on their homogeneous
preferences. From the need-based segments, we then determined the different lifestyle, behavioral, age
and occupation into working and non-working (students) to make the segment identifiable. From the
perspective of segment attractiveness and profitability, the working groups are segmented into
professionals, medical users and skilled workers. Lastly, each segment is matched accordingly with the
benefits/ features of Z3 to create value proposition.
Targeting of SONY Xperia Z3
From the market segmentation that are listed above, Sony Xperia Z2 uses a differentiated marketing
strategy to market this phone. The differentiated market for Xperia Z2 is the young adults ranging from
18 to 25 years’ old that are still studying or freshly graduated stepping into the working industry. According
to the social status, these group of young adults are still mostly receiving allowance from the family, they
are not attached to commitment such as servicing loan. Hence, they have the purchasing power from the

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savings. Moreover, from Sony Xperia Z3, ''The world's best camera and camcorder in a waterproof smart
phone". It is known that Xperia Z3 are best suited to those who are photographic enthusiastic. Xperia Z2
high quality camera app that have movie hall quality camcorder which provide time shift mode and
background defocus feature (Sony Smartphones,2014). These features are specially made for young
adults allowing them to utilize the features when they attend social events and also physical activities.
Positioning of SONY Xperia Z3
Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the
minds of the target market. It is the key factors of developing marketing mix (4P). From the frame of
reference by identifying target market and relevant competition.
Sony Xperia Z3’s
points-of-difference
are high quality. In
addition of the
target market
needs, consumers
able to enjoy their
quality features
such as longest
battery
performance and
higher quality
camera features as
mentioned.
Points-of-parity for Xperia Z3 are able to access web and email from anywhere and high processing power
to manage data and schedules. Using product differentiation to achieve competitive advantage, we are
positioning Sony Xperia Z3 as the highest quality smartphone with long lasting battery performance and
good camera quality for professional use to add value on their daily business routines. Our proposed
tagline will be “The best QUALITY for the BEST”.

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Product life cycle of Sony Xperia Z3
Stages Introduction Growth Maturity Decline
1. Sales Low Sales in
1st
week
Rapidly Increasing
Sales from 3rd
week
Peak Sales from
starting of 2nd
month
Declining Sales
from 4th
month
A
N
N
U
A
L
S
A
L
E
S
V
O
L
U
M
E TIME
INTRODUCTION
GROWTH
MATURITY
DECLINE
SONY Xperia
Z3

26
2. Costs High cost per
customer
Average cost per
customer
Low cost per
customer
Low cost per
customer
3. Profits Negative More Profit High Profit Declining Profit
4. Customer Innovators +
Technocrats
Early Adopters Early Majority +
Late Majority
Laggards
5. Competitor Few More in number Stable number,
beginning to
decline
Declining
numbers.
Sony launched Xperia Z3 on 25 September 2014, with android 4.4 operating system. In its
introduction phase sales was low till 1st week, but from the second week sales was increased and
in the third week the product went into its introduction phase. And the sales went increasing
day by day and in the starting of 2nd month the Sony Xperia Z3 is in its maturity stage and the
product sales was declined from the 4th month as Sony Xperia Z3 had very short product life cycle.

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Sales Forecast of Smartphones
Year Sales ( in Million Units)
2007 122.32
2008 139.29
2009 172.38
2010 296.65
2011 472
2012 680.11
2013 969.72
2014 1244.74
2015 1423.9
2016 1495.96
2017 1536.54
This statistic shows the number of smartphones sold to end users worldwide from 2007 to 2017. In 2017,
around 1.54 billion smartphones were sold worldwide. In the fourth quarter of 2016, 81.7 percent of all
0
200
400
600
800
1000
1200
1400
1600
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
122.32 139.29 172.38
296.65
472
680.11
969.72
1244.74
1423.9
1495.96 1536.54
Smartphone Sales (in Million Units)
Sales ( in Million Units)

28
smartphones sold to end users were phones with the Android operating system. In 2016, the number of
smartphones sold to consumers stood at around 1.5 billion units, a significant increase from the 680
million units sold in 2012. This means that over 28 percent of the world’s total population owned a smart
device in 2016.
The sales projection of Smartphone till year 2025 through trend projection method is as follows:
Year
Sales ( in
Million
Units)
Forecast(Sales ( in
Million Units))
Lower Confidence
Bound(Sales ( in Million
Units))
Upper Confidence
Bound(Sales ( in Million
Units))
2007 122.32
2008 139.29
2009 172.38
2010 296.65
2011 472
2012 680.11
2013 969.72
2014 1244.74
2015 1423.9
2016 1495.96
2017 1536.54 1536.54 1536.54 1536.54
2018 1689.743876 1501.14 1878.34
2019 1842.697849 1562.74 2122.65
2020 1995.651822 1636.13 2355.17
2021 2148.605796 1713.97 2583.24
2022 2301.559769 1793.60 2809.52
2023 2454.513742 1873.73 3035.30

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2024 2607.467716 1953.66 3261.27
2025 2760.421689 2032.98 3487.86
122.32139.29172.38
296.65
472
680.11
969.72
1244.74
1423.9
1495.96
1536.541536.54
1689.743876
1842.697849
1995.651822
2148.605796
2301.559769
2454.513742
2607.467716
2760.421689
1536.541501.14
1562.74
1636.13
1713.97
1793.60
1873.73
1953.66
2032.98
1536.54
1878.34
2122.65
2355.17
2583.24
2809.52
3035.30
3261.27
3487.86
0
500
1000
1500
2000
2500
3000
3500
4000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
Sales ( in Million Units) Forecast(Sales ( in Million Units))
Lower Confidence Bound(Sales ( in Million Units)) Upper Confidence Bound(Sales ( in Million Units))
Linear (Forecast(Sales ( in Million Units)))

30
The sales projection of Smartphone till year 2025 through trend projection method is that there would
be 2760.421 million unit’s sale of smartphones till year 2025, a figure that is expected to increase to 37
percent by 2020 and 55 percent by 2025.
Distribution Strategy of Sony Mobiles
Distribution network and availabilities is very important in marketing strategy. Studies found that
distribution channel has positive effect on market share. It is advisable to maintain the relationship with
all distribution channels. As we are using both push and pull strategies, customers priority needs is to have
good service and quality. Traditional channels such as phone shops in Low yet are most preferable by
respondents. They can bargain price and at the same time receive quality service.
Sony Mobile used exclusive intensity level for SONY Xperia Z3 with one channel level on both
the platform i.e. online as well as offline:
1. Online
2. Brick & Motor
SONY Xperia Z3
Manufacturers
Ecommerce Customer
SONY Xperia Z3
Manufacturers
Retailer Customer

31
Digital Marketing Strategy of SONY
 Making Sony site mobile friendly
 Created mobile friendly content
 Optimizes Search Engines
 Took Sony brand to mobile users
 Were localize with Google My
Business
 Started using text message (SMS)
marketing
 Made SONY site navigable
 Added a personal touch in their
website
 Created mobile apps
 Encourages social engagement
 Enabled real-time tracking for
apps
 Use multi-channel and Omni-channel campaigns
 Started Inbound marketing strategy

32
Consumer Buying Behaviour on Smartphone
Abstract:
The purpose of this research is to investigate into what factors influence the buying behaviour of
consumers of Smartphones. Consumer behaviour has been changed dramatically in the past
decade. In today’s world of growing competition where there are numerous brands selling the same
products, consumers are having an abundant number of choices and many other factors influence
their buying behaviour. In order to accomplish this objective of the study, a sample of 54
consumers were sampled from both female (working and student) in India. A twenty-five
questionnaire that employs a five-point Likert scale ranging from ‘Very High’ to ‘Very Low’ was
administered to the respondent.
Consumer Durables Market in India with special reference to Smartphone:
Although the consumer durables sector does not count among the core sectors of the economy, it
is immensely significant being a near precise indicator of the nation's economic well-being,
especially as a pointer to the distribution of prosperity among different income segments. The
Smartphone market in India has seen a gamut of changes in the past one decade as liberalization
set in the Indian subcontinent making its market highly competitive and consumer driven
Leading Players in Indian Smartphone Market:
Over the last 2 years, the top two players are Xiaomi & Samsung in Indian Market. Today, they
account for 50 percent of the market. Experts feel that the top four could well account for 85
percent of the industry in 3 – 4 years. Samsung, once a leader with over 30 percent market share,
has dropped to 23 percent at second position.
Selection of Brands:
In general, the Indian consumers were indifferent in choosing the brand, since a lot of close
substitutes were available in the market. Due to technological and knowledge up-gradation,
today’s customers prefer to opt for International Journal of Business and Management September,
2008 149 branded products. This is because of an urge for getting proper value against payments

33
made. In the Indian smartphone market Xiaomi, Samsung, Videocon, Vivo, Oppo etc. are the
leading players. The consumer’s product preference is influenced by the brand services that go
with it. It is difficult to imagine that in a normal situation, a consumer will make a purchase without
paying enough attention to his needs and desires. But when several brands of a particular product,
which are similar in quality of performance and external appearance, are available to the
consumers; the quality, style, availability of discount, previous advertising information and
retailers’ recommendations create a preference in the minds of consumers. This is the reason that
prompted us to make a study on branded Smartphone.
Factors Affecting the Choice of a right Smartphone:
Choosing the right smartphone is difficult enough when there are half a dozen brands and all of
these claims to give excellent picture quality. Nowadays the problem is to choose the kind of phone
we want to purchase it. There is just a huge variety available in the market today—not just brands,
but also product categories. Choosing the right smartphone involves many different factors. Here
are some things to consider as we make our choice-
Operating System, Brand Image, Price, Design, Finger Print Scanner, Color, Screen Size/Product,
Dimensions, Display(LED/LCD), Full Touch Screen, Camera, Flash Light, Internal Storage,
External Storage, Processor, Dual Sim, Battery life, Gorilla Glass, VOLT 4G, Weight, Multi-
touch, Connectivity (Wifi, Bluetooth, etc), Sim Slot (Micro, Macro, etc), Graphics, Sensors
(Accelerometer, proximity), Sound(Speaker quality)

34
Factor Analysis
Methodology:
Keeping objectives of the research in mind, 67 consumers were selected at random by using simple
random sampling technique from social media platform. In order to measure the perception of the
consumers about the criteria of choosing a smartphone and its underlying factors, a questionnaire
on different items related to the attributes of preferring a smartphone was constructed on 5-point
Likert scale for all 25 attributes. The statements were measured on the 5-point Likert scale where
1, indicates Very High and 5 indicates, Very low.
Tools and Techniques used:
Factor analysis is a general name denoting a class of procedures used for data-reduction and
summarizing. It is a multivariate technique and is employed in our study for the purpose of
analyzing the data. The Principal Component Method is considered appropriate, as the primary
purpose is to determine the minimum number of factors that would account for the maximum
variance in the data collected. The data is analyzed by using SPSS.
Data Analysis:
The factor analysis reveals that the consumers consider various aspects of Smartphone which
include Finger Print Scanning, Color Availability, Design, camera etc.

35
 In the above table the values extracted based on the Eigenvalues greater than 0.70
 From the above table only 2 groups can be formed from component 1 and component 4
1 2 3 4 5 6
OperatingSystem .639 .403 .473 .115 .042 -.029
BrandImage .513 .587 .376 .216 .014 .107
Price .212 .187 .840 .247 .090 .063
Design .563 .353 .246 .464 .085 .194
FingerPrintScanner .131 .210 .139 .841 .113 .184
Colour .332 .112 .278 .744 .164 .050
ScreenSizeProductDimensi
ons
.268 .649 .310 .293 .308 .223
DisplayLEDLCD .359 .632 .354 .181 .058 .366
FullTouchScreen .602 .405 .264 .288 .266 -.015
Camera .446 .300 .633 .140 .189 .268
FlashLight .345 .702 .218 .108 .268 .034
InternalStorage .660 .417 .376 .157 .223 .086
ExternalStorage .324 .235 .497 .292 .503 -.007
Processor .709 .408 .245 .100 .258 .093
DualSim .664 -.040 .376 .204 .288 .335
Batterylife .782 .179 .366 .213 .252 .188
GorillaGlass .427 .445 .268 .179 .533 -.068
VOLT4G .769 .210 .305 .262 .208 .211
Weight .191 .140 .116 .141 .086 .891
Multitouch .285 .527 -.043 .217 .370 .462
ConnectivityWifiBluetoothetc
.759 .359 .076 .120 .240 .208
SimSlotMicroMacroetc .291 .202 .098 .129 .811 .217
Graphics .668 .440 .056 .279 .217 .273
SensorsAccelerometerproxi
mity .641 .500 -.062 .327 .273 .135
SoundSpeakerquality .615 .444 .336 .231 .209 .175
Rotated Component Matrixa
Component
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 8 iterations.

36
Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
1 15.506 62.024 62.024 15.506 62.024 62.024 6.922 27.689 27.689
2 1.268 5.070 67.094 1.268 5.070 67.094 4.070 16.280 43.970
3 1.132 4.529 71.624 1.132 4.529 71.624 3.006 12.022 55.992
4 .924 3.696 75.320 .924 3.696 75.320 2.474 9.894 65.886
5 .845 3.382 78.702 .845 3.382 78.702 2.201 8.806 74.692
6 .778 3.113 81.814 .778 3.113 81.814 1.781 7.122 81.814
7 .514 2.057 83.871
8 .498 1.993 85.865
9 .415 1.660 87.525
10 .410 1.640 89.165
11 .378 1.510 90.675
12 .338 1.353 92.028
13 .303 1.213 93.241
14 .272 1.087 94.328
15 .223 .890 95.219
16 .205 .822 96.040
17 .197 .789 96.829
18 .162 .646 97.475
19 .142 .566 98.041
20 .113 .452 98.494
21 .110 .440 98.934
22 .096 .383 99.317
23 .079 .317 99.634
24 .056 .224 99.858
25 .035 .142 100.000
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
It can be seen from the above Scree plot that the curve begins to flatten between the factors 5 and
6. Moreover, Factor 6 has an eigenvalue of less than 1. Hence only Six factors have been retained.

37
 As per the Rotated Component Matrix below are the groups
Factors Factors
Processor
Finger Print
Scanner
Battery life Colour
VoLTE 4G
Connectivity (Wifi,
Bluetooth, etc.)
Group Name Value for Money Stylish
Value for Money: This Group mainly focus on the factors which makes mobile phone easy to use
and be updated with the technology.
Stylish: This Group mainly focus on the factors which make their personality cool and also
updated with the technology
Conclusion:
This study is useful to the marketers as they can create various marketing strategy that they believe
will be of interest to the consumers. It can also boost their marketing strategy and also help other
people who are working in other industries or in any private sector organization.
As per the factor analysis the features which matters to the customer while purchasing new smart
mobile are the features which Sony smartphones has. So, we can have considered that in near
future the sale of the Sony smartphones will increase.

38
Conclusion
 The growing purchasing power and rising influence of the social media have enabled
Indian consumers to splurge on good things
 The company is trying to penetrate in the Indian market that is the reason they are offering
their smartphones at low cost so, that they can penetrate in the market and take out the
competitor’s market share and rule in the future
 They are targeting all those people who wanted a good specs phone at a low price. So, the
target audience is heavy internet and social media users who are driving the e commerce
market in India. So they had established strong customer loyalty with this group with the
help of social media
 Sony will be launching a new series of smartphones in affordable prices
 Major Competitors are Samsung and Apple
 Customers will experience new features in SONY Mobile phones
 Company is tapping to Lower middle class and Rural Market
 Need to do more marketing
 Need to make Digital Marketing Strategies
 More intense advertisement should have needed to penetrate in the market
 Wide scope of market that can be penetrated by Sony

39
References
1
https://www.ibef.org
1
https://www.cii.in
1
https://www.assocham.com
1
https://gadgets.ndtv.com/mobiles
1
https://telecom.economictimes.indiatimes.com
1
https://www.bloombergquint.com
1
https://www.sony.co.in
1
https://www.aceanalyser.in
1
https://www.moneycontrol.com
1
https://www.wikipedia.com
1
https://www.indiatimes.com
1
https://www.enterpreneur.com
1
https://www.twitter.com
1
https://www.statista.com
1
http://money.cnn.com
1
https://www.yourstory.com
1
https://www.cnet.in

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