PowerPoint Presentation

Marketing ManagementProject OnBy-MHRDM StudentsBatch 2013-16

INDUSTRY OVERVIEW

The power of two - With a firm grasp of the future, Masaru Ibuka and Akio Morita found Sony

The original name of the Company Tokyo Tsushin Kogyo" or "Tokyo Telecommunications Engineering Corporation - 1946

New name for Sony was derived by combining SONUS & SONNY which means Young People - 1958

It ranked 87th in the Fortune Global 500 list in 2012

It has 4 operating segments:ElectronicsMotion PictureMusicFinancial Services

Its among the Worldwide Top 20 Semiconductor Sales Leaders & 3rd-largest TV manufacturer in the world

Vision Of Sony: To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services. Mission of sony: Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

Sony tagline:

like.no.other 2005-2014Make.Believe 2009-2014BE MOVED - Current

Product Portfolio

TV & Home Cinema

Camera & Camcorders

VAIO & Computing

Reader E-Book

Home Audio

Portable Audio

Accessory Finder

Playstation

Memory, discs & batteries

Car Audio

Headphones

Worldwide Key Players in Smart-Phone market

Highest Smartphone Manufacturers By Unit Sales In Q4 2013RankManufacturerUnitsMarket ShareOS systems supported1Samsung84.1 M29.30%Android, bada, Windows (Tizen)2Apple51.0 M17.80%iOS3Huawei17.5 M6.10%Android (Tizen)4Lenovo13.6 M4.70%Android (Tizen)5LG13.2 M4.60% Android6ZTE11.0 M3.80%Android, Windows (Firefox)7Sony10.7 M3.70%Android8Coolpad/Yulong10.7 M3.70%Android9Nokia8.2 M2.90%Windows,(Android?)10HTC7.4 M2.60%Android, WindowsOthers59.8 M--Total287.3 M--Source for the above data: TomiAhonen Consulting Analysis 13 Feb 2014, based on manufacturer and industry dataWorldwide Smartphone Ranking as per their sales in 2013 - 4th Quarter

Competition For Sony

SAMSUNGA South Korean company established in 1938 as a trading company is now a leading brand in most of the product line as compared to SonySamsung ranks 8th in Interbrand s Best Global Brands 2013Samsung recorded the accumulated global shipment volume of 0.1 billion units with Galaxy S smart phone series in 2013Samsung grew 56 percent annually, capturing 33% market share in Q2 2013. Samsung shipped over two times more smartphones than Apple during the quarter,

iPHONE iPhone designed and marketed by Apple Inc.First generation iPhone was released on 29 June 2007Apple sold 6.1 million first generation iPhone units over five quartersIn Q4 2012, the iPhone 5 and iPhone 4S were the best-selling handsets with sales of 27.4 & 17.4 million unitsFrom 2010 to 2013, Apple has held a market share between 13 & 23 percent within the new smartphone sales segment worldwide

Sony Xperia Market Segmentation

Targets upper class, educated 25-40

They missed targeting Mothers and kids/children

Sony Mobile had a wide portfolio of low-end devices in 2012

The entry-level segment will continue to grow year-on-year

Research house IHS says that by 2016, 31% of the global overall handset market will be low-end smartphones

Differentiation of Sony Xperia

One of its feature that distinguishes it from other phone is being waterproof- dustproof- adventure proof.

Xperia can be dropped in water for 30 minutes and can still function normally

None of the other smartphones in the market to this point can boast of being both water and dustproof

Xperia Z2 has unique feature of two speakers

Sony Xperia Positioning

Competitors Positioning:Competes with Apple & Samsung SmartphoneXperia Arc S has features equal to Apple iPhone but at lower priceXperia Z2 is going head to head with Samsung S5

Benefit Area Positioning:The Xperia Z1 Compact(2013), offers specifications akin to that of the flagship Xperia Z1 device but comes in a smaller sizeComes in a range of colors: black, white, pink and limeEven with 4.3 inch screen has all the required features

Double Point Positioning:New launch - Xperia Z2 on 8 May 2014 in New DelhiWith 5.2 inches screen, curved edges and a slimmer body than the previous modelWith two speakers and a noise-canceling headset, to give users a quality sound

Marketing Mix of Sony Xperia

ProductClean Sleek designContains Walkman music playerVery user friendly

PlaceFull range of Sony product can be viewed on sony websiteAvailable on all Sony & mobile store Available on online shops as well

PriceWide Range starting from Rs. 8000 upto Rs. 39000Price differs with the technology integrated, design, size and memory provided

PromotionThey promote through ATL (Above the line) methodThey provide display model & posters to retailers Recently they have made the new relese of Micheal Jackon new album Xscape in their new launch Xperia Z2

Recommendations

Increase the target audience

Update with latest version Android software

A straight forward naming scheme with incremental numerical suffixes

Increase the life span

Conclusions

Sony is aiming to take the third large player in the smartphone market

Growth of Sony smartphones may mean loss of some market share for Samsung.

Sony is back in the market with full force by launching Xperia Z Compact

Sony delivering formidable competition is good in many ways for the Android ecosystem

The more intense the competition is, the better it gets for the CUSTOMERS

THANK YOU