際際滷

際際滷Share a Scribd company logo

Sony Marketing Plan 際際滷 Show

Download as PPT, PDF
Stephen Giusti
Stephen Giusti

This is the PowerPoint presentation of a Marketing/Business Plan me and four of my classmates made for Sony\'s consumer electronics market for our Marketing Management class.

1 of 18
Downloaded 1,515 times
Sony Group No. 7 Jennifer Busacca, Trevor Helms, William Logan, Stephen Remillard & Stephen Giusti
Sony Company Background Sony Corporation has been a leader in motion picture, television, computer entertainment, music and online businesses. In the past year, annual sales in the fiscal year end of March 31, 2008 estimated $88.7 billion, and it employs 180,500 people worldwide. With a high level of brand awareness amongst most consumers, Sony has become a widely recognized global brand. The company operates globally in over 204 countries across Japan, North America, Europe, and Asian countries
Sony Marketing Objective Our marketing team is focused on increasing sales for Sonys electronic products, as well deliver corporate value to their customers and partners. Because the electronic consumer market is such a large industry, there is a great opportunity for Sony to capture a large share of this market, despite the economic down turn in the U.S.
Sony Marketing Challenge Sony has experienced declining sales in consumer electronics, which in-turn, has forced the company to respond to the declining unit price. Overall, this has resulted in size reduction of TV screens, as well as fierce price-cutting competition. Elimination of more than 16,000 jobs, and a shutdown of a total of six production bases. Joint-ventures including Sony Ericsson Mobile Communications & Samsung LCD panels. Price increases in both raw materials and parts will be a challenge to manufacture electronic devices and maintain competitive pricing.
Sony SWOT ANALYSIS: Strengths
Sony SWOT ANALYSIS: Weaknesses Decline in product competiveness Inefficient manufacturing structure Consumer Satisfaction
Sony Opportunities Business Reorganization Allocate management resources Divest, downsize, withdraw from certain areas Large scale, world wide layoffs Partnership with FIFA Sponsorship includes 2010 & 2014 World Cups Enhance brand awareness, recognition, and trust Expand Consumer Electronics Market Industry expected growth of $171 billion in 2009 Blu-Ray DVDs expected sales more than $1.2 billion for 2009
Sony Threats Integration of joint ventures & alliances Aligned with Samsung to market S-LCD panels Result was net loss of $100 million for fiscal year 2005-2006 Increasing price of raw materials Unstable supply & demand conditions Currency exchange risk Expected increase of $350 million for 2008-2009 fiscal year (little Sony can do about it) Counterfeit goods Intense competition (more on next slide)
Sony Competitor Analysis Huge competitors in every business at every level (consumer electronics, music industry, movies, games) Low PBR (price-to-book ratio) LCD TVs are Sonys leading revenue driver At a disadvantage since they dont make LCD panels (all their competitors do) Toshiba and Sharp top competitors in Japan Panasonic net income, profit, operating profit ALL increased in fiscal year 2007-2008 Sony operating income down 57.2% for same period
Sony Product Strategy Sony has been a leader in motion picture, television, computer entertainment, music and online businesses. The product that demonstrates this leadership is Sonys new BRAVIA XBR9 series televisions. Major Features: Ethernet connection that gives the largest selections of free and premium movies, TV shows, and sports out there. Full HD vibrant screen Sonys new Motion flow 240Hz technology, which delivers exceptionally crisp and detailed images by quadrupling the frame rate of conventional LCD TVs.
Sony Pricing Strategy The suggested retail price will be: $3,599.99 for 52 $3,099.99 for 46 $2,799.99 for 40 The price of the XBR9 series is designed and priced to be competitive with Samsung and LG HDTVs
Sony Marketing Strategies
油
Sony Target Market Demographics Sony is a diverse brand that provides products and services for a wide variety of people. Sony will focus on expanding their segments in the womens market. Women make up over half the sales in consumer electronics and influence over 80% of purchases.
Sony Differentiation Quality Sony strives on innovative products that are easy for consumers to use. Market Leader Sony is the market leader in electronics. In particular Sony is the number one leader in television market share.
Sony Positioning Sony is one of the worlds greatest brand in the eye of the consumer. Sony products are considered to be high quality, unique, and convenient. Mainstream culture has embraced Sonys innovation.
Sony Promotional Strategies No interest and no payments for 24 months if the customer applies for the new Sony Financial Services Card at point of purchase. Save up to $360 when they bundle the BRAVIA XBR9 series LCD HDTV with the new BDP-S360 Blu-ray Disc Player ($299.99 retail $360 for the 55, $300 for the 46, $280 for the 40 Introduction of a new tagline created to target LG Electronics tagline Lifes Good Now Lifes Better
Sony Managerial Implications & Recommendations Sony will have to retool their products, and overall marketing attitudes to suit different demographics, and capture the growth opportunities in technology developments . Decrease the number of materials and parts required to manufacture, and keep costs down. Bring a strong presence to e-products & innovative devices, which will provide an opportunity to capture a large share of the electronic market. Computer/handhelds & Peripherals. Digital Cameras & Camcorders Mobile Phones LCD Televisions Semiconductor Innovation.

More Related Content

Sony Marketing Plan 際際滷 Show

  • 1. Sony Group No. 7 Jennifer Busacca, Trevor Helms, William Logan, Stephen Remillard & Stephen Giusti
  • 2. Sony Company Background Sony Corporation has been a leader in motion picture, television, computer entertainment, music and online businesses. In the past year, annual sales in the fiscal year end of March 31, 2008 estimated $88.7 billion, and it employs 180,500 people worldwide. With a high level of brand awareness amongst most consumers, Sony has become a widely recognized global brand. The company operates globally in over 204 countries across Japan, North America, Europe, and Asian countries
  • 3. Sony Marketing Objective Our marketing team is focused on increasing sales for Sonys electronic products, as well deliver corporate value to their customers and partners. Because the electronic consumer market is such a large industry, there is a great opportunity for Sony to capture a large share of this market, despite the economic down turn in the U.S.
  • 4. Sony Marketing Challenge Sony has experienced declining sales in consumer electronics, which in-turn, has forced the company to respond to the declining unit price. Overall, this has resulted in size reduction of TV screens, as well as fierce price-cutting competition. Elimination of more than 16,000 jobs, and a shutdown of a total of six production bases. Joint-ventures including Sony Ericsson Mobile Communications & Samsung LCD panels. Price increases in both raw materials and parts will be a challenge to manufacture electronic devices and maintain competitive pricing.
  • 6. Sony SWOT ANALYSIS: Weaknesses Decline in product competiveness Inefficient manufacturing structure Consumer Satisfaction
  • 7. Sony Opportunities Business Reorganization Allocate management resources Divest, downsize, withdraw from certain areas Large scale, world wide layoffs Partnership with FIFA Sponsorship includes 2010 & 2014 World Cups Enhance brand awareness, recognition, and trust Expand Consumer Electronics Market Industry expected growth of $171 billion in 2009 Blu-Ray DVDs expected sales more than $1.2 billion for 2009
  • 8. Sony Threats Integration of joint ventures & alliances Aligned with Samsung to market S-LCD panels Result was net loss of $100 million for fiscal year 2005-2006 Increasing price of raw materials Unstable supply & demand conditions Currency exchange risk Expected increase of $350 million for 2008-2009 fiscal year (little Sony can do about it) Counterfeit goods Intense competition (more on next slide)
  • 9. Sony Competitor Analysis Huge competitors in every business at every level (consumer electronics, music industry, movies, games) Low PBR (price-to-book ratio) LCD TVs are Sonys leading revenue driver At a disadvantage since they dont make LCD panels (all their competitors do) Toshiba and Sharp top competitors in Japan Panasonic net income, profit, operating profit ALL increased in fiscal year 2007-2008 Sony operating income down 57.2% for same period
  • 10. Sony Product Strategy Sony has been a leader in motion picture, television, computer entertainment, music and online businesses. The product that demonstrates this leadership is Sonys new BRAVIA XBR9 series televisions. Major Features: Ethernet connection that gives the largest selections of free and premium movies, TV shows, and sports out there. Full HD vibrant screen Sonys new Motion flow 240Hz technology, which delivers exceptionally crisp and detailed images by quadrupling the frame rate of conventional LCD TVs.
  • 11. Sony Pricing Strategy The suggested retail price will be: $3,599.99 for 52 $3,099.99 for 46 $2,799.99 for 40 The price of the XBR9 series is designed and priced to be competitive with Samsung and LG HDTVs
  • 12. Sony Marketing Strategies
  • 13. 油
  • 14. Sony Target Market Demographics Sony is a diverse brand that provides products and services for a wide variety of people. Sony will focus on expanding their segments in the womens market. Women make up over half the sales in consumer electronics and influence over 80% of purchases.
  • 15. Sony Differentiation Quality Sony strives on innovative products that are easy for consumers to use. Market Leader Sony is the market leader in electronics. In particular Sony is the number one leader in television market share.
  • 16. Sony Positioning Sony is one of the worlds greatest brand in the eye of the consumer. Sony products are considered to be high quality, unique, and convenient. Mainstream culture has embraced Sonys innovation.
  • 17. Sony Promotional Strategies No interest and no payments for 24 months if the customer applies for the new Sony Financial Services Card at point of purchase. Save up to $360 when they bundle the BRAVIA XBR9 series LCD HDTV with the new BDP-S360 Blu-ray Disc Player ($299.99 retail $360 for the 55, $300 for the 46, $280 for the 40 Introduction of a new tagline created to target LG Electronics tagline Lifes Good Now Lifes Better
  • 18. Sony Managerial Implications & Recommendations Sony will have to retool their products, and overall marketing attitudes to suit different demographics, and capture the growth opportunities in technology developments . Decrease the number of materials and parts required to manufacture, and keep costs down. Bring a strong presence to e-products & innovative devices, which will provide an opportunity to capture a large share of the electronic market. Computer/handhelds & Peripherals. Digital Cameras & Camcorders Mobile Phones LCD Televisions Semiconductor Innovation.