Sony was founded in 1946 by Akio Morita and Kenichiro Yoshida and is an electronics company that offers a wide range of products including gaming consoles, headphones, televisions, cameras, and more. Sony uses a variety of promotional strategies like advertising, public demonstrations, and price reductions. It also distributes its products through various channels such as Sony stores, authorized sellers, cinemas, media networks, and official websites.

1. Sony

2. Summary
Sony was founded 7th of May in 1946 by Akio
Morita and Kenichiro Yoshida
Sony is an electronics company that offers a wide
variety of product I/E: Gaming consoles, Music related
products like headphones, Televisions and cameras.
Sony is a global company, but they still have a large
market in their homecountry. ( Japan )
In the years 1999-2002 Sony was fined 75 million € for
participating a cartel that included limiting competition
of rechargable batteries.
Sony is also one of the biggest video game influencer's
with their games and console lines.

3. Product
Mobile communications
Game and network services
Imaging products and solutions
Home entertainment and sound
Devices
Pictures
Music
Financial services

4. Product mix
• Sony uses a different categorization to properly
group its various products
• Sony’s Pictures products include motion pictures,
television productions, and media networks.
• PlayStation units and related content are grouped
under Game and Network Services.
• The company’s batteries, semiconductors and
recording media are included in Devices.

5. Pricing strategy
and
differentiation
The pricing strategy used by Sony is that
of premium pricing
Its target segment is made up of the
higher end customers and small and big
businesses
Sony integrates features that make its
products attractive and profitable
Sony has a large adverting and promotion
budgets

6. Promotional
efforts
Public demonstration(E3,
Sony Expo)
Lowering the price of the
product:
Ps3 production coast 840
usd vs retail price 599 usd
Sharing the value of
exclusivity
Using significant mass
culture references and
icons I/E:

7. Promotional mix
elements
• Sony uses a wide variety of promotional mix elements
and these include: Advertising, PR, Sales promotion,
Direct marketing and Personal selling. So they are
integrating all promotion mix elements in their
marketing.
• Advertising: Sony PSP graffiti campaign
• PR: Customer support, Media contacts and exclusivity
• Sales promotion: Appealing to nostalgia, feeling of
being special
• Direct marketing: sponsorship deals, pop up ads
• Personal selling: targeted ads

8. Examples of promotional
mix elements
• This picture is an example of Sony's
advertising and sales promotion

9. Examples of promotional
mix elements
• This is an example of sales
promotion and personalized
selling since it caters to a
specific group of people.

10. Examples of promotional
mix elements
• This is an example of direct selling.

11. Place
Sony Stores
Authorized sellers
Cinemas and media networks
Official websites

12. Sony's Distribution
• Sony employs a variety of places for delivering its products to
target customers. This element of the marketing mix identifies
the places or venues that the firm uses to transact with
customers, to distribute and deliver products, or to allow
customers to access the products. Sony uses places or venues
of its own or third parts.
• Motion picture products (movies) are delivered to target
customers through cinemas and media networks. Sony also has
official websites for devices, PlayStation content and other
products. In this element of the marketing mix, Sony maintains
a variety of places to distribute its products effectively and to
have a wider market reach.