1. ARNAB DAS
11HM06
MBA 1ST SEM
NATIONAL INSTITUTE OF TECHNOLOGY
SURATHKAL,KARNATAKA

2.  COMPANY PROFILE
 PRODUCT STRATEGY
 MARKETING STRATEGY
 MARKETING MIX
 SWOT ANALYSIS
 COMPETITOR ANALYSIS
 MANAGERIAL IMPLICATION

3.  SONY – GREEK WORD ‘SONUS’– GODDESS OF
SOUND, LATIN WORD ‘SONNY’– YOUNG LAD.
 ESTABLISHED IN 1958 IN TOKYO, JAPAN -- MASARU
IBUKA, AKIO MORIT.
 WORKING IN 204 COUNTRIES WITH 180500
EMPLOYEES.
 LEADING MANUFACTURER OF
ELECTRONICS, VIDEO& COMMUNICATION.
 JAPAN’S FIRST TRANSISTOR RADIO (1955).

4.  SONY IS STRIVED TO STRENGTHEN THE CORE
ELECTRONIC BUSINESS.
 BY APPLYING INFORMATION TECHNOLOGIES TO
PRODUCT DESIGN, PRODUCTION, DISTRIBUTION,
AND SALES.
 SONY IS RELEASING NETWORK-FOCUSED PRODUCTS
IN FOUR CATEGORIES.

5. MARKETING OBJECTIVE :
 STYLISH & INNOVATIVE
 CORPORATE CUSTOMER VALUE
FINANCIAL OBJECTIVE :
 DECREASE PER UNIT COST
 MORE ADVERTISEMENT AT LOW EXPENSE
DIVERSE MARKET :
VARIOUS PRODUCT & WIDE VARITY

6.  4P’S
 PRODUCT
 PRICE
 PROMOTION
 PLACE

7. 4 PRODUCT LINES:
ELECTRONICS(CAMERA,TV,MP3)
MOBILES (SONY ERICSSON)
SONY MUSIC & PICTURES
DIGITAL ENTERTAINMENT (PLAY STATION)

8.  SONY DECIDES PRICE WITH CONSULTATION OF
MARKETING MANAGER.
SONY BRAVIA LCD TV IS A SKIMMING PRICING
STRATEGY.
EXAMPLE- LETS CONSIDER SONY SERIES OF VAIO
LAPTOPS.
SONY HAS TRIED TO CATEGORIZE THE LAPTOPS
ACCORDING TO STYLE, USER, PURPOSE, MOBILITY
AND PERFORMANCE, AND EACH A CORRESPONDING
PRICE.

9.  TO CREATE AWARENESS AMONG PUBLIC
ABOUT ITSELF.
 SONY ADVERTISE ITS PRODUCTS THROUGH
DIFFERENT WAYS IN MEDIA LIKE TV, INTERNET
AND E-MAILS.
 THE MAJOR ELEMENTS OF PROMOTION MIX
INCLUDES –
ADVERTISING
PERSONAL SELLING
SALESPROMOTION
DIRECT MARKETING AND PUBLICITY

10. SONY DISTRIBUTES ITS PRODUCTS THROUGH-
ZERO-LEVEL CHANNEL
ONE LEVEL CHANNEL
TWO-LEVEL CHANNEL
IN INDIA, SONY HAS USED THE METHOD OF
ONE-LEVEL DISTRIBUTION CHANNEL
MANUFACTURER
RETAILER
CUSTOMER

11.  STRENGTHS
 WEAKNESS
 OPPORTUNITY
 THREAT

12.  ONE OF THE WORLDS LARGEST MANUFACTURER
OF ELECTRONIC PRODUCTS
ITS BRAND LOYALTY IS VERY HUGE AMONG
CONSUMERS
INNOVATION HAS BECOME A PART OF
MAINSTREAM CULTURE.
THERE IS A LONG LIST OF PRODUCTS
INTRODUCED BY SONY 1ST TIME EVER THAT IS
I.POD, LCD TV & WALKMAN

13.  DECLINE IN PRODUCT COMPETIVENESS
INEFFICIENT MANUFACTURING STRUCTURE
HIGH PRICE PRODUCTS

14.  PARTNERSHIP WITH FIFA FOR WRLDCUPS 2010 & 2014
THAT’S WHY IT WILL INCREASE BRAND AWARENESS
ITS EXPECTED GROWTH $171 BILLION

15.  INCREASING PRICE OF RAW MATERIALS.
 UNSTABLE SUPPLY AND DEMAND CONDITIONS.
 INTENSE COMPETITION.
 ECONOMIC DOWN TURN IN WORLD.

16.  HUGE COMPETITORS IN EVERY BUSINESS AT EVERY
LEVEL.
TOSHIBA AND SHARP ARE TOP COMPETITORS IN
JAPAN.
 PANASONIC’S OPERATING INCOME INCREASE IN
2007-08 BUT SONY INCOME DOWN 57.2% FOR THE
SAME PERIOD.

17.  SONY’S R&D DEPARTMENT HAS 31% LABOUR FORCE
INVOLVE TO CREATE INNOVATIVE PRODUCTS.
SONY EVERY YEAR SPENT 25% OF ITS INCOME ON
R&D.

18.  LEGACY
 RECALL
 IMPACT
 POWERFACTOR

19.  WWW.SLIDESHARE.COM
 WWW.SCRIBD.COM
 WWW.WIKIPEDIA.COM
 MARKETING MANAGEMENT – PHILIP KOTLAR
 PRINCIPLES AND PRACTICES OF MANAGEMENT
– KOONZ

20. THANX FOR LISTENING