Company’s History

•Established as Tokyo Tsushin Kogyo Corporation in May 1946.•Name changed to Sony Corporation in January 1958.

•SONY:One of leading manufactures of electronics, products for the consumer and professional markets. Among the Worldwide Top 20 Semiconductor Sales Leaders.

•Sony Corporation is engaged in business through its Eight Operating Segments among them B2B & Disc Manufacturing, Pictures, Music, Financial Services, Sony Ericsson

SWOT Analysis

•Innovative, Quality Products: The 20 most innovative products for the year 2006 = Sony’s Reader #6 & Sony’s PlayStation #16 •Ability To Be Successful In Several Different Markets: impact in the video game market, the PC market, the television market and others.

Weaknesses:•Biggest & Most Recent = their lack of innovation with PS3.PS3: But this technology can only be viewed on a high definition TV, so a lot of people won’t even be able to see the full potential it has to offer.

 http://teamsony.blogspot.com/2007/08/swot-analysis.html

SWOT Analysis

 http://teamsony.blogspot.com/2007/08/swot-analysis.html

SWOT Analysis

 http://teamsony.blogspot.com/2007/08/swot-analysis.html

Understanding What Advertising Can Do

Before the advertiser tries to persuade customers to buy the product, they must inform them and persuade them or even remind them about the company & its products.

Make-Believe

http://www.marketing-interactive.com/news/14967

Commercial #1

Awareness: Through the ad a massive target group is acquainted with the product introduced. Awareness of the product is promoted. Comprehension: People get to know the basic features of the Sony reader. Information about the new product is presented, so that at least a group of people understands the purpose, image and some of the products basic features.  Conviction: Aims at persuading possible consumers for the products value and what can actually offer to them. Desire: Once consumers are persuaded, then they want to buy the product so they can fulfill their entertaining needs (Over a million reasons to purchase it) Action: Some of those who desire the product will ask more information visit a store and finally purchase the reader (Make-Believe Slogan = Well Known)

Commercial #2

Awareness: An executive member talks / The brand & the specific product are shown from the beginning /

Comprehension: Successful slogan “Make-Believe” recognized by most people

Conviction: Special deals on the high-quality products / sell fast

Desire: Colts quarterback Peyton Manning

Action: Website for special offers

http://www.youtube.com/watch?v=iBaJWW05FMQ

How Consumers Learn About Brands

•Communications & messages of both commercials are carefully linked together.

•In the case of Sony, consumers learned about Sony through successful promotion of the products.

•Having two of their products being among the innovative products of 2006, increases any consumers desire.

Target Audience

Everyone that can use TV, laptops, cameras, playstation, mobile phones and any other service or product they provide.

•Bravia TV – Middle & Upper class families (age 20+ to Seniors), Working adults with hobbies of TV watching, sports, movie and high-end game consoles.

•Vaio – Travelling Executives

•E-Reader – College Students

Communications Media

Communications Media

•Sony’s creative strategy is to promote their products through TV commercials, Internet, magazines and billboards.

•However, in 2006, Sony released a Dutch advertising campaign featuring a white model dressed entirely in white & a black model dressed in black. The slogan was “White is Coming”, something that was viewed as racist by many.

Advertising Message