SONY’S MARKETING SONY’S MARKETING PLANPLAN

PRESENT TO:PRESENT TO:

SIR. YAWAR ABBASSIR. YAWAR ABBAS PRESENTED BY:PRESENTED BY:

INNOVATORSINNOVATORS

M.COM 2M.COM 2NDND SEM SEM

DBMS UAFDBMS UAF GROUP MEMBERSGROUP MEMBERS

ZAFAR ABBAS RIZVI ZAFAR ABBAS RIZVI 05 05

SALEEM MAQBOOL SALEEM MAQBOOL 07 07

KASHIF RASHID KASHIF RASHID 04 04

BU ALI RANA BU ALI RANA 03 03

YASIR MUSHTAQYASIR MUSHTAQ 17 17

INTRODUCTIONINTRODUCTION

SONYSONY WORD DERIVE FROM GREEK WORD DERIVE FROM GREEK WORD SONUS MEANING WORD SONUS MEANING GODDESS GODDESS OF SOUNDOF SOUND

SONYSONY IS MULTINATIONAL IS MULTINATIONAL ELECTRONIC CORPORATION.ELECTRONIC CORPORATION.

ITS HEADQUARTER IS IN ITS HEADQUARTER IS IN TOKYOTOKYO ITS REVENUE IS US$88.7 BILLION ITS REVENUE IS US$88.7 BILLION

(08)(08) IT IS WORKING IN IT IS WORKING IN 204204 COUNTRIES COUNTRIES

WITH WITH 180500180500 EMPLOYEES EMPLOYEES

IT IS A LEADING IT IS A LEADING MANUFACTURER MANUFACTURER OF ELECTRONICS, OF ELECTRONICS, VIDEO & VIDEO & COMUNICATIONCOMUNICATION

SONY IS IN SONY IS IN AMONG THE AMONG THE WORLD TOP WORLD TOP TWENTY SEMI TWENTY SEMI CONDUCTOR CONDUCTOR SALES LEADERSALES LEADER

VISIONVISION

VISION:VISION:

WE MUST SEEK NEW WE MUST SEEK NEW APPROACHES TO TRANSFORM APPROACHES TO TRANSFORM OUR ABILITY TO ACHIEVE BOTH OUR ABILITY TO ACHIEVE BOTH PROFITABLE AND SUSTAINABLE PROFITABLE AND SUSTAINABLE GROWTHGROWTH

MISSIONMISSION

MISSION STATEMENT:MISSION STATEMENT:

SONY IS WORKING TO SONY IS WORKING TO CREATE VALUE FOR ITS CREATE VALUE FOR ITS STAKEHOLDER AND IMPROVE THE STAKEHOLDER AND IMPROVE THE QUALITY OF LIFE FOR THE NEXT QUALITY OF LIFE FOR THE NEXT GENERATION THROUGH ITS GENERATION THROUGH ITS INNOVATIONINNOVATION

SAMPLE PRODUCTSSAMPLE PRODUCTS TELIVISION AND TELIVISION AND

PROJECTORSPROJECTORS HOME VIDEOHOME VIDEO HOME AUDIOHOME AUDIO HOME THEATERHOME THEATER DIGITAL DIGITAL

PHOTOGRAPHYPHOTOGRAPHY HAND CAM VIDEO HAND CAM VIDEO

CAMERACAMERA GAMEGAME HAIR DRYERHAIR DRYER MOBILE PHONESMOBILE PHONES OTHER ACCESSORIESOTHER ACCESSORIES

SALESSALES

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2004 2006 2008

SALES

SITUATION ANALYSISSITUATION ANALYSIS

MARKET SUUMMURY:MARKET SUUMMURY:

SONY CORPORATION HAS IS SONY CORPORATION HAS IS SATISFACTORY TO CUSTOMER SATISFACTORY TO CUSTOMER NEEDS. AS IT CAN BE CLEARLY NEEDS. AS IT CAN BE CLEARLY SEEN THAT SONY AS COMPANY SEEN THAT SONY AS COMPANY HAS EXPANDED ITS PRODUCTS HAS EXPANDED ITS PRODUCTS AND SERVICES FROM AND SERVICES FROM ELECTRONIC AND DIGITAL ELECTRONIC AND DIGITAL DEVICES.DEVICES.

TARGET MARKETTARGET MARKET

SONY IS A DIVERSE BRAND THAT SONY IS A DIVERSE BRAND THAT PROVIDES PRODUCT AND SERVICES FOR PROVIDES PRODUCT AND SERVICES FOR A WIDE VARIETY OF PEOPLE.A WIDE VARIETY OF PEOPLE.

SONY WILL FOCUS ON EXPANDING SONY WILL FOCUS ON EXPANDING ITS SEGMENT IN THE WOMEN’S MARKET.ITS SEGMENT IN THE WOMEN’S MARKET.

WOMEN MAKE UP OVER HALF THE WOMEN MAKE UP OVER HALF THE SALES IN THE CONSUMER ELECTRONICS SALES IN THE CONSUMER ELECTRONICS AND INFLUENCE OVER 80% OF AND INFLUENCE OVER 80% OF PURCHASES PURCHASES

SWOT ANALYSISSWOT ANALYSIS

STRENGTHS:STRENGTHS: ONE OF THE WORLDS ONE OF THE WORLDS

LARGEST MANUFACTURER OF LARGEST MANUFACTURER OF ELECTRONIC PRODUCTSELECTRONIC PRODUCTS

ITS BRAND LOYALTY IS VERY ITS BRAND LOYALTY IS VERY HUGE AMONG CONSUMERSHUGE AMONG CONSUMERS

INNOVATION HAS BECOME A INNOVATION HAS BECOME A PART OF MAINSTREAM CULTURE.PART OF MAINSTREAM CULTURE.

THERE IS A LONG LIST OF THERE IS A LONG LIST OF PRODUCTS INTRODUCED BY SONY 1PRODUCTS INTRODUCED BY SONY 1STST TIME EVER E.G I.POD, LCD TV & TIME EVER E.G I.POD, LCD TV & WALKMAN. WALKMAN.

WEAKNESSES:WEAKNESSES:

DECLINE IN PRODUCT DECLINE IN PRODUCT COMPETIVENESSCOMPETIVENESS

INEFFICIENT INEFFICIENT MANUFACTURING STRUCTUREMANUFACTURING STRUCTURE

HIGH PRICE PRODUCTSHIGH PRICE PRODUCTS

OPPURTUNITIESOPPURTUNITIES

PARTNERSHIP WITH PARTNERSHIP WITH FIFA FOR WRLDCUPS FIFA FOR WRLDCUPS 2010 & 20142010 & 2014

THAT’S WHY IT THAT’S WHY IT WILL INCREASE WILL INCREASE BRAND AWARENESSBRAND AWARENESS

ITS EXPECTED ITS EXPECTED GROWTH $171 GROWTH $171 BILLIONBILLION

THREATS:THREATS:INCREASING PRICE OF RAW INCREASING PRICE OF RAW

MATERIALSMATERIALSUNSTABLE SUPPLY AND UNSTABLE SUPPLY AND

DEMAND CONDITIONSDEMAND CONDITIONSEXPECTED INCREASE OF $350 EXPECTED INCREASE OF $350

MILLION FOR 2008-09MILLION FOR 2008-09INTENSE COMPETITIONINTENSE COMPETITIONECONOMIC DOWN TURN IN ECONOMIC DOWN TURN IN

WORLDWORLD

COMPETITOR ANALYSISCOMPETITOR ANALYSIS

HUGE COMPETITORS IN EVERY HUGE COMPETITORS IN EVERY BUSINESS AT EVERY LEVELBUSINESS AT EVERY LEVEL

TOSHIBA AND SHARP ARE TOP TOSHIBA AND SHARP ARE TOP COMPETITORS IN JAPANCOMPETITORS IN JAPAN

PANASONIC’S OPERATING PANASONIC’S OPERATING INCOME INCREASE IN 2007-08 INCOME INCREASE IN 2007-08 BUT SONY INCOME DOWN 57.2% BUT SONY INCOME DOWN 57.2% FOR THE SAME PERIODFOR THE SAME PERIOD

MARKETING MARKETING STRATEGIESSTRATEGIES

MARKETING OBJECTIVESMARKETING OBJECTIVESINCREASING SALE FOR INCREASING SALE FOR

SONY ELECTRONIC PRODUCT AS SONY ELECTRONIC PRODUCT AS WELL DELIVER CORPORATE VALUE WELL DELIVER CORPORATE VALUE TO CUSTOMERS AND PARTNERS.TO CUSTOMERS AND PARTNERS.

FINANCIAL OBJECTIVESFINANCIAL OBJECTIVESTO DECREASE PER UNIT TO DECREASE PER UNIT

COST COST MORE ADVERTISING WITH MORE ADVERTISING WITH

LOW EXPENSESLOW EXPENSES

POSITIONINGPOSITIONINGSONY IS ONE OF THE SONY IS ONE OF THE

WORLD’S GREATEST BRAND IN THE WORLD’S GREATEST BRAND IN THE EYE OF THE CONSUMEREYE OF THE CONSUMER

SONY PRODUCTS ARE SONY PRODUCTS ARE CONSIDERED TO BE HIGH CONSIDERED TO BE HIGH QUALITY, UNIQUE AND QUALITY, UNIQUE AND CONVINIENTCONVINIENT

SONY HAS AN INNOVATIVE SONY HAS AN INNOVATIVE CULTURECULTURE

MARKETING MIXMARKETING MIX PRICINGPRICING

SONY DECIDES SONY DECIDES PRICE WITH PRICE WITH CONSULTATION OF CONSULTATION OF MARKETING MANAGERMARKETING MANAGER

SONY BRAVIA SONY BRAVIA LCD TV IS A SKIMMING LCD TV IS A SKIMMING PRICING STRATEGYPRICING STRATEGY

SONY SONY CYBERSHOT DIGITAL CYBERSHOT DIGITAL CAMERA ISCAMERA IS PENETRATION PENETRATION STRATEGYSTRATEGY

SONY DISTRIBUTIONSONY DISTRIBUTIONSONY SONY

USES 1 LEVEL 2 USES 1 LEVEL 2 LEVEL AND ZERO LEVEL AND ZERO LEVEL CHANNELS, LEVEL CHANNELS, LIKE IN UAE 1 LIKE IN UAE 1 CHANNEL CHANNEL DISTRIBAUTION.DISTRIBAUTION.

THROUGH THROUGH INTERNET, SONY INTERNET, SONY HELPS CUSTOMERS HELPS CUSTOMERS TO FIND NEAREST TO FIND NEAREST RETAILER SHOP.RETAILER SHOP.

ADVERTISEMENT AND ADVERTISEMENT AND PROMOTIONPROMOTION

COMPANY’S COMPANY’S PROMOMOTION EFFORTS PROMOMOTION EFFORTS ARE CONTROLABLE ARE CONTROLABLE MEANS TO CREATE MEANS TO CREATE AWARENESS AMONG AWARENESS AMONG PUBLIC ABOUT ITSELF.PUBLIC ABOUT ITSELF.

SONY SONY ADVERTISE ITS ADVERTISE ITS PRODUCTS THROUGH PRODUCTS THROUGH DIFFERENT WAYS IN DIFFERENT WAYS IN MEDIA LIKE TV, MEDIA LIKE TV, INTERNET AND E-MAILSINTERNET AND E-MAILS

COMPANY RESEARCHCOMPANY RESEARCH

SONY’S R&D SONY’S R&D DEPARTMENT HAS 31% LABOUR DEPARTMENT HAS 31% LABOUR FORCE INVOLVE TO CREATE FORCE INVOLVE TO CREATE INNOVATIVE PRODUCTS.INNOVATIVE PRODUCTS.

SONY EVERY YEAR SPENT SONY EVERY YEAR SPENT 25% OF ITS INCOME ON R&D.25% OF ITS INCOME ON R&D.

FINANCIALSFINANCIALS

20042004 20052005 20062006 20072007 20082008

SALESSALES 75307530.6.6

7191.7191.33

7510.7510.66

8295.8295.77

8871.8871.44

OP. OP. INCOMINCOMEE

133.133.11

145.6145.6 226.4226.4 71.871.8 374.5374.5

NET NET INCOMINCOMEE

88.588.5 163.8163.8 123.6123.6 125.3125.3 369.4369.4

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SALESOP. INCOMENET INCOME

MANAGERIAL MANAGERIAL IMPLICATION AND IMPLICATION AND RECOMMENDATINSRECOMMENDATINS

SONY WILL HAVE TO RETOOL THEIR SONY WILL HAVE TO RETOOL THEIR PRODUCT AND OVER ALL MARKET PRODUCT AND OVER ALL MARKET ATTITUDES TO SUIT DIFFERENT ATTITUDES TO SUIT DIFFERENT DEMOGRAPHICS AND CAPTURE THE DEMOGRAPHICS AND CAPTURE THE GROWTH OPPURTUNITIES IN GROWTH OPPURTUNITIES IN TECHNOLOGY DEVELOPMENTSTECHNOLOGY DEVELOPMENTS

DECREASE THE NUMBER OF DECREASE THE NUMBER OF MATERIALS AND PARTS REQUIRED TO MATERIALS AND PARTS REQUIRED TO MANUFACTURE AND KEEP COST DOWNMANUFACTURE AND KEEP COST DOWN

BRING A STRONG PRESENSE TO E-BRING A STRONG PRESENSE TO E-PRODUCT AND INNOVATIVE DEVICESPRODUCT AND INNOVATIVE DEVICES

LIKE COPUTER LIKE COPUTER HANDHELD AND HANDHELD AND PERIPHERAL PERIPHERAL DEVICESDEVICES

DEGITAL CAMERA DEGITAL CAMERA AND CAMCODERSAND CAMCODERS

MOBILE PHONESMOBILE PHONES LCD TVLCD TV SEMICONDUCTOSEMICONDUCTO

R INNOVATIONR INNOVATION