Lydian Tinitali

Marketing Management 6000

 OVERVIEW
• History
• Marketing Strategy
• Product Innovation
•Promotion Activity
 HISTORY
• In1946 – Sony was founded by Masaru Ibuka and Akio Morita

• Sony was created by combining two words “sonus” in Latin, root

word of “sound” and “sonic”, which was used to represent small
group of people who have the energy and passion toward
unlimited creation

• In 1961 – Sony became the first Japanese company in United

States.

• Sony Corporation is based in Tokyo, Japan

• Sony Electronics headquarters is based in San Diego, CA

• Sony is the market leader in consumer electronics

 MARKETING STRATEGY
• Promoting transfer of research and development activities and
management functions overseas

• Bring overseas operations into closer proximity to local communities

and markets

• Sony is more interested in educating consumers and experiencing their

new products

• Sony has a new online shop “Sony Style” which helps sell their products

• Products are marketed by:

• sales subsidiaries
• unaffiliated local distributors
• direct sales via the Internet
 PRODUCT INNOVATION
• Sony’s product innovation include:

• 1950 -first magnetic tape and tape recorder

•1960 – the world’s first all transistor TV set

•1971 – the world’s first color video cassette recorder

•1985 – the first 8mm camcorder

 PROMOTION ACTIVITY
• Sony utilize it’s online marketing strategy “Sony Style” to promote
most of its products

• Sony’s approach to provide “home networks” and “mobile networks

for its consumers

• Create new service offerings such as:

• www.imagestation.com – helps consumer create, share, and
enjoy digital pictures and video, free online albums and eCards

• www.emarker.com – an online service that puts an end to most

frustrating part of hearing a song on the radio, people can “eMark”
songs they hear on the radio and locate information through the
site