Marketing Spotlight of Sony - Essay Example

Only on StudentShare

Extract of sample
Marketing Spotlight of Sony

The first key factor of Sony’s success has been their capability to build new products and new markets. They applied commendable innovation in their product development strategies thus creating entirely new kind of products like fully transistorized radio, audio cassette recorders & television, Walkman, entertainment laptops (Vaio) & Playstation which also resulted in entirely new markets.This is quite evident from their positioning strategy of Sony Vaio Laptops which are marketed primarily as a style icon with enhanced graphics & multimedia capabilities. The Vaio laptops are positioned more for people using laptops as a style icon and for entertainment thus making them widely popular among students, women and top executives. [www.sonystyle.com] The third key success factor of Sony is their innovative marketing practices. They possess in-depth understanding of the buying behaviour, choices & passion of their consumers such that they are able to design their advertisements reflecting the choice, emotions & passion of their consumers thus pushing the Sony brand deep into their mindsets. A greater part of their success is accredited to their brand building capability. The fourth key success factor of Sony is that they do not conduct open ended marketing campaigns. They carry out measurement of effectiveness of each campaign and then carry out enhancements as necessary. The fifth success factor of Sony is their concept of SONY WORLD showrooms where all the products of Sony are displayed prominently and adequate stocks are maintained to meet the demands. ...
Download paper

Summary

Names like Walkman & Playstation have become synonymous names for the product itself whereby people tend to map these names of the brands to the respective product names. The second key success factor of Sony is that they are very clear about the target market segments where they are positioning their products. …
Author : bmueller

Related Essays

Sony Challenges Marketing Essay
Politics Under political factor, it is always common to look at the government’s conservatism when it comes to dealing with business. One perfect example would be the case of privitisation. In every government, there is always a strong stand on controlling the rise of certain organisation. In Japan for instance, various organisations are faced with remarkable challenges because the government is trying to protect the interest of small organisations in their respective industry. However, the ability of Sony to leverage its core competencies together with other organisation is a proof that...
12 pages (3012 words) Essay
SONY
Marketing can be said as identifying the wants of the customer and providing them with those wants at a price they are willing to buy. It is not only about advertising your product but also making sure that your marketing of a product reaches to the right target market. To get better results, we use several components of marketing which include planning, pricing, promotion and distribution (Kotler, 2012). The concept of 4p’s that is product, pricing, placement and promotion mixed together in an efficient manner gives out effective results (Joshi, 2005). Talking briefly about the 4p’s, they...
8 pages (2008 words) Essay
Sony Corporation marketing strategy
• At present, the company wants to launch its new product i.e. PlayStation 4 which is the extension of its existing product line
...
10 pages (2510 words) Research Paper
The Relevance Of Marketing Concept To The 21st Century Business Of Sony
Sony is the unbeatable name in the sector of electronics and so Sony Group (Sony Electronics in the U.S.) is extremely famous around the entire globe. Thus, after Samsung Electronics and LG Electronics, Sony Corporation is a Japan-based corporate group concentrating mainly on the Electronics (such as AV/IT products and components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. This helped in enhancement of the total revenue of the Sony in the year to US $ 72.349 billion along with net income to US...
8 pages (2008 words) Essay
Women, Work and Worthiness in Jane Eyre
Charlotte Bronte has lauded the concept of working women and their worthiness in many places in afore stated work and Jane Eyre the protagonist, in many ways, is an illustration of this. This essay shall argue that the character of the aristocratic Blanche Ingram has been portrayed despicably to contrast sharply with the honest, self-reliant, and fiercely independent though poor Jane Eyre, revealing the author’s belief in work’s potential to elevate the worthiness of women beyond class prejudices. The essay shall also cite the positive portrayal of Diana and Mary Rivers whose attitude to...
4 pages (1004 words) Essay
Market Challengers, Market Followers and Market Nichers
In Information Technology markets, however the companies do not hesitate in openly comparing their features with those of the competition by publishing named comparison tables between specific models - like Apple Macintosh compared with Microsoft Windows, Red Hat Linux compared with Microsoft Windows, IBM storage model compared with HP storage model, etc. These comparisons are printed in brochures that are sent to the decision making personnel of organizations through channel partners. The author has come across decision making documents written by IT managers in comparing between such...
3 pages (753 words) Essay
Terrorism and Homeland Security Quiz
Terrorism and Homeland Security Quiz
...
4 pages (1004 words) Assignment
Got a tricky question? Receive an answer from students like you! Try us!