Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i. Marketing mix is a model of crafting and implementing marketing strategy. There are four Ps in marketing mix which are: Product Price Place Distribution Promotion.
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want. These product attributes can be manipulated depending on what the target market wants. Also, customers always look for new and improved things, which are why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customer.
Sony has a variety of products ranging from electronic devices, games and entertainment. So, briefly Sony products can be categorized in the following major product categories: Hand cam video camera. Storage and Recording media xiii. Batteries and Charger xiv.
Other Accessories Promotion Brief Introduction: Sony Marketing Communication Mix: Sony India will spend Rs crore in this financial year on advertising and promotion Promotional Budget of the entire range of consumer electronics, out of which Rs 60 crore will be spent only on digital imaging products.
The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Sony Corporation has used all of these marketing communication mix elements. Advertising Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc.
So far, SONY has advertised its products through many different ways and media.
Sony also advertise its products by targeting those favorable television programs, like sports, series and also it has its own channel called Sony TV channel.
Sony uses some events like Miss India to promote its products. Through newspapers like Times of India, Sony has advertised a wide range of products it offers to its customers. And also through Posters a message has been sent to a lot of people to be aware of the products which Sony offers.
Sony also uses direct — response advertising. This is type of advertising that encourages the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or the internet.
Such advertising is done through direct mail or catalogues. Sony incorporates co-operative advertising in its advertising process. Sony corporation provides the dealers e. Sony World with the materials and guidelines to develop ads for print, television or radio commercials.
This ensures that message is in line with, what the manufacture wants to communicate. Sales promotions for example includes free samples, discount, rebates, coupons, contents and sweepstakes, premiums, scratch cards, exchange offers, early bird prizes, etc.
Sony has promoted its products through different sales promotional strategies. Also Sony has promoted its Sony Ericsson P1i phones by including a scratch cards which gives the customer the offer to download 10 free software application for that mobile phone.
Public Relations and Publicity Public relations is a broad set of communication activities employed to create and maintain favourable relationship with employees, shareholders, Unpleasant situations arising as a result of negative events may precipitate unfavorable public reactions for an organization.
To minimize the negative effect of such situations leading to unfavorable coverage, the company has policies and procedures in place to manage help any such public relation problems. For example, Sony released an ad depicting a man smiling towards the camera and wearing on his head a crown of thorns with button symbols?
After the incident, the campaign was quickly discontinued. Another example is that, In JulySony released a Dutch advertising campaign featuring a white model dressed entirely in white and a black model garbed in black.
The first ad featured the white model clutching the face of the black model. The ad has been viewed as racist by critics. A Sony spokesperson responded that the ad does not have a racist message, saying that it was only trying to depict the contrast between the black PSP model and the new ceramic white PSP.
Other pictures of the ad campaign include the black model overpowering the white model. Place Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs.
Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers.
Sony being the company which positions itself as a seller of durable and high-end products, it is practicing selective distribution of its products from the selective dealers i.
Apart from this there aregrey-markets in India and other countries where a practice of intensive market coverage is practiced, and the products in these kind of markets normally do not posses all the features and benefits which Sony offers e.
Sony distributes its products in various channels.Sony Marketing Communication Mix: Sony India will spend Rs crore in this financial year on advertising and promotion (Promotional Budget) of the entire range of consumer electronics, out of which Rs 60 crore will be spent only on digital imaging products.
Company Profile. Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world’s largest media conglomerate with revenue of US$ billion (as of ) based in Minato, Tokyo.
Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segments—electronics, games, entertainment (motion pictures and music), financial services and other.
Marketing Mix Sony Marketing Strategies Segmentation Targeting and Positioning (STP) Sonja’s part Marketing Mix (4Ps) Product Firstly, product line extensions which Sony products supplement an existing product line with new features of Sony Smartwatch 2.
Sony Product The first market mix element is Product. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want.
Product decision normally base on brand name, Functionality, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, accessories and Services. free essay: sony product the first market mix element is product.
sony bravia 3d hdtv ® marketing and promotion plan alla abramycheva michael guzman faran maqsud keith mcmurdy andrew yakovlev prepared for professor david diamond mkt marketing management cuny baruch zicklin school of business 5/ table of contents sony.