sweet music company

8/6/2019 Sweet Music Company

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Mr. Vohra migrated from Uganda toIndia to start business of pre recorded

cassettes for cinema songs in 1977. He formed a company named Sweet

Music Company.

Pre recorded cassettes had not madeentry in India at that time.

Govt. denied permission to manufacturepre recorded cassettes.

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Permission was subsequently granted.

In 1981, markets were flooded with prerecorded cassettes for cinema songs.

Mr. vohra decided to abandon his projecton cinema songs but not on pre recordedcassettes.

He was convinced that these cassettescan be effectively used in other areas withexplosion of entertainment items,urbanization and education.

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He decided to retain the name Sweet musicCompany.

The product mix he chose to launch was:

a. Stories for childrenb. Devotional songs in different languages

c. Management Programs

The Organization set up comprised of:

Editorial division Production division

Marketing division and

Commercial division

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5

Do You think these new conceptscould be marketed in India

successfully ?


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Yes, it will be successful.

No one is there in this segment yet and they will havethe first movers advantage.

That market popped up in early nineties and was veryhit in the market so it would have got first moversadvantage.

Devotional music in local language would have been

hit as India is a very religious country. No management expertise was there at that time so

management program would have been a hit.

At that time there were no public and internationalschools so cassette for children would have been a hit

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What are the pre launchingactivities should he carry

out, if any ?


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PROMOTION IS A KEY ELEMENT OF MARKETING PROGRAM AND IS CONCERNED WITH EFFECTIVELY AND EFFICIENTLY COMMUNICATING THE

DECISIONS OFMARKETING STRATEGY

SONY MARKETING COMMUNICATION MIX SONY INDIA WILL SPEND RS 200 CRORES IN THIS FINANCIAL YEAR

ON ADVERTISING AND PROMOTION (PROMOTIONAL BUDGET) OF THEENTIRE RANGE OF CONSUMER ELECTRONICS.

THE MAJOR ELEMENTS OF PROMOTION MIX INCLUDES 1.)ADVERTISING( asian games, cricket worl cup.1983)2.)PERSONAL SELLING( seminars, bhajans, programs of gurus)

3.)SALES PROMOTION(CK prahalad, ram charan management gurus,)4.)DIRECT MARKETING AND PUBLICITY( seminars, social gathering)

SONY CORPORATION HAS USED ALL OTHER MARKETING COMMUNICATION MIX ELEMENTS ALSO

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What marketing strategywould you recommend

for the company ?


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PRODUCT

II. PRICE

III. PLACE (DISTRIBUTION)

IV. PROMOTION

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SONY DISTRIBUTES ITS PRODUCTS THROUGH-

1.)ZERO-LEVEL CHANNEL2.)ONE LEVEL CHANNEL3.)TWO-LEVEL CHANNEL

IN INDIA, SONY HAS USED THE METHOD OF

ONE-LEVEL DISTRIBUTION CHANNEL MANUFACTURER RETAILER CUSTOMER

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Sony Ericsson- Niche Marketing

Addressed lucrative niche segments

through brand power of parent company

Consumers willing to support higherprice if the feature set is right

Attacking niche segments with c o m pe llin g p ro d u c t s p a y s d iv id e n d s

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sweet music company

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