Brand dossier on sony

Brand Dossier on SONY

Submitted by:

Ankur Khandelwal

Anurag Shandilya

Eshan Sinha

Shekhar Sinha

Agenda

• Brand Overview

• Strategies Adoptedo Marketing

o Distribution

o Business

• Future Directions

• Market Research Analysis

• Recommendations

Brand Overview

• Sony is a Japanese multinational conglomerate headquartered in Tokyo, Japan, started in 1946, founded by Akio Morita.

• Sony is one of the leading manufacturers of electronic products for the professional and consumer markets

• Sony is ranked 94th on the list of Fortune Global 500

• Sony has 140,900 employees globally

• Sony had a global revenue of $74 billion in FY2014

Brand Overview

Product Range of Sony:

• Sony Laptops/Ultra book

• Sony Music System

• Sony Mobile Phones

• Sony LED/LCDs

• Sony Cyber shots/Handy cams/DSLRs

• Sony Smart Watch

• Sony PlayStation

• Sony Headphones

Brand Overview

General Competitors:• Samsung• LG electronics/LG Mobiles• Panasonic• Philips• Micromax• Nokia• Motorola• HTC• Nikon• Canon• iphone

Strategies Adopted

Marketing Strategies:• Change in slogans with generations

• General Campaigns1. Sony budgeted US$100 million for its

"make.believe" campaign

2. Represent the company's entire range of products

Product – line specific campaigns:1. The BRAVIA brand uses the slogan "Color

like.no.other

2. "It Only Does Everything" campaign ran, showcasing the multimedia and non-game features of the PlayStation 3.

3. Long live Play

Strategies Adopted

Distribution Strategies

• Zero-level channel-Customers buy products directly from the company itself

• One level channel-Customers buy products from retailers.

• Two-level channel-Customers buy products from retailers, retailers from wholesalers, wholesalers from the company

• Online shopping available to its customers.

Strategies Adopted

Distribution channels-:

• Alpha flagship store

• Vaio flagship stores

• Xperia Stores

• Sony Center

• Exclusive Stores

• Retail Stores

• Distributors

Strategies Adopted

Business Strategies

• Sony has established a research JV with global partners IBM and Toshiba who has developed the cell chip that powered the Sony PlayStation, which increased the sales growth of 100 million.

• Sony agreed for 50/50 partnership in LCD R&D and manufacturing and shared 1300 patents with Samsung to beat market competition.

• Sharing ideas of Sony allowed him to boost its global sales of flat-panel TV “Bravia”.

Future Directions

• Sony India expects its overall revenue growth by 20% in FY15

• Smart phones will account for 40% of sales, up from 30% last year

• TV panel will account 40% of sales, up from 35% last year

• Total marketing budget of 800 crore, out of which 350 crore is for Smart phones

Future Directions Contd.

• Primary focus will be on big-screen and high end TVs market

• Maintaining premium positioning in the TV market

• Increasing their distribution network to 10000 retail outlets across the country

• Launching over 30 models of Smartphone's in the country

• Considering manufacturing some of its major products in India

Market Research Analysis

• Hypothesis

• Information Required

• Data Analysis Tools

• Sampling Plan

• Result & Inferences

• Net Take Away

Hypothesis to be tested

Hypothesis 1:

The strategy of Sony to focus more on Appearance and Camera features is paying them well in Smart phones.

Hypothesis 2:

Sony users are brand loyal.

Hypothesis 1

Information Required

• Which features does a customer want in a smart phone?

• Which features does a customer more likes about his/her phone?

• Which features does other phone users most like about Sony Smart phones?

Data Analysis Tools

• Excel worksheets

• Charts to visualize the data

Hypothesis 1

Sampling Plan

• Sample Size = 60

• Quota sampling and snowballing technique was used

Segmentation

60%

40%

Gender

Males

Females

16.33%

42.86%

40.82%

Cost

Less than 10000

10000 to 20000

20000 and above

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Sony Samsung HTC Micromax Others

Sony

Samsung

HTC

Micromax

Others

Hypothesis 1

Results and Inferences

• The above table shows that Processor, Appearance and Battery Life are the most important features that a user look in a smart phone.

• Females have given highest ratings to Appearance and battery life.

• Males have given highest ratings to Processor and Appearance

Attributes Average Ranking

Processor and Memory 3.33

Appearance and Display 3.27

Battery Life 3.12

Camera 2.88

Size and weight of the phone 2.41

Hypothesis 1


• Sony users have given highest ratings to Appearance, Camera and Size of their phone.• 60% are females and 40% are males.



Camera 3.09

Size and weight 2.91

Battery Life 2.91


Hypothesis 1


The other mobile users have given highest ratings to Camera, Appearance and Size of Sony phones


Camera 3.39


Battery Life 2.94

Size and weight of the phone 2.87


Hypothesis 1

Net take away

• 50% of Sony users have phone in the premium range as compared to 30.30% for rest of the brands

• Out of the top three features that a potential buyer looks in a Smartphone, Sony is able to meet only one feature in their top three

The strategy of Sony to focus more on Appearance and Camera is not paying them well

Hypothesis 2

Information Required

• Total number of Sony products that a respondent owns

• The action of the respondents if they do not find a Sony product in any store

• Likely to recommend Sony products to others

Data Analysis Tools

• Excel worksheets

• Charts to visualize the data

Hypothesis 2

Sampling Plan

Sample Size: 60

Target Group: People who owns one or more Sony products

Segmentation

60%

40%

Gender

Males

Females

20%

40%

40%

Age

35and above

25-35

15-25

Hypothesis 2


44.44%

22.22%

33.33%

Products Owned

I Sony >2 Sony

2 Sony

Hypothesis 2


• Almost 50% of the respondents have a positive chance of recommending a brand. 70% of which are males and the remaining are females

• 90% of the respondents with more than 2 Sony products have a positive chance of recommending the brand.

• 66% of the respondents with couple of Sony products have a positive chance of recommending the brand

• 20% of the respondents with the single product have a positive chance of recommending the brand.

• 63% of all loyal customers are 25 and above.

• 80% of single product respondent will not go to other store to buy a Sony product.

Hypothesis 2

Net Takeaways

• People with more than 2 Sony Products depicts high brand loyalty.

• People with 1 Sony product are not brand loyal.

• Brand loyalty is seen higher in age group 25 and above.

• Thus overall we see 50% of the respondents in our sample who would recommend Sony to others and 48.89% of the total respondents would go to another store if they don’t find Sony.

Sony users showcase brand loyalty.

Recommendation

• Sony should focus more towards building better Processors and enhancing the Battery life of their smart phones for further penetration into the market

• Sony can launch a new range of smart phones targeted towards females, with more focus on Appearance and Battery life

• Sony should start loyalty programs for their customers within the age group of 15-25

Thank You

Brand dossier on sony

Marketing

Transcript of Brand dossier on sony