Sony Corporation

As a "Creative Entertainment Company with a Solid Foundation of Technology",

Sony strives to be engaged in a wide range of relief activities together with its partners and stakeholders to once
again contribute to filling the world with emotion

Marketing Strategy
Sony is one of the leading manufacturers of televisions around the world and produces
a wide range of products for consumers and professional markets. Sony main strategy
in reaching a wide market is through the use of technology by creating with new
innovative products. The provision of high-quality products and services, responsive
customer service, enhanced usability, and supply chance management have been built
for efficiency. Sony has been reinforced by a good reputation in innovation and quality,
as well as targeting both individual products and strategic platform exposing Sony’s
products and strengthened its role in the industry.

Target Audience:
Demographic:
Caters to audiences of every age and choice for Sony manufactures a wide
range of products which provides with a large customer base. Sony targets all different
types of people by having devices for everyone which do not depend on age specifically
televisions that anyone can buy, and not specifically for a certain age group.
People who are tech-savvy or have interests in gadgets, intellectual and open-
minded in trying new things, who believe in the social status of everything and believe in
innovation. Age ranging from 18-40 years old. Sony tries to make their products for
everyone, so they can get more sales that way

Socioeconomic:
Middle and income groups for Sony brand product (TVs) have prices with high
quality in parallel.

Geographic:
Sony brand (TVs) are popular in the international arena and has representative
offices and production centers located all over the world.

Services:
Home Installation
Sony technicians come to your house, install the TV for you, and teach how to use the
television before they leave. Sony has a customer policy which that the customer should
be happy with their new products, and it should exceed the customer expectation.
Sony uses advertising campaigns to improve public relations and its image. There is a
plan to leverage the brand beyond the available products.

BRAVIA
BRAVIA is an acronym of “Finest Resolution Audio Visual Integrated
Architecture” is an in-home brand owned by Sony which produces high-definition LCD
TVs, forecast Televisions and front projectors, home movie theaters. Sony’s plants in
Japan, Mexico, and Slovakia are the places where BRAVIA televisions and their
components are manufactured for their areas and are assembled from imported parts in
Brazil, Spain, China and Malaysia. The principal design work for BRAVIA products is
performed in Japan at Sony’s research centers, at the research and advancement
department in Baja California, Mexico and at the Sony Europe center in Nitra, Slovakia.

I. Brand Strategy
Consumer public must come to associate unparalleled quality in 3D
entertainments as exclusive to the Sony BRAVIA brand, therefore regaining
the sense of prestige that came with Sony television. This is to account for an
even larger percentage revenue and restore Sony’s leadership in the
television marketing place. Consumer will perceive the brand and Sony
BRAVIA by the tagline “Color like no other” which it has concentrated more on
colors and the picture quality. The tagline’s strength in rebuilding the
company’s brand has been reinforced by a good reputation in innovation and
quality. Communication campaigns that the company has undertaken to have
targeted both individual products and the strategic platform leading to expose
the company’s products and strengthened its role in the industry.

II. Price Strategy

People purchase products specifically televisions based on factors such as
quality, smart features, warranty, post-sale service which Sony has been
provided, making it a premium brand. The two kinds of pricing strategy:
competitive and premium pricing strategies which can be used to plan a valid
price that can generate sales and income to Sony Corporation. Pricing has
been used to meet the demands of the low-end market by giving them more
value for their money through quality. Consumers are given a new benefit
through the combination of software, hardware, and content. This gives
consumers easy time to access entertainment and information.
A. Premium pricing strategy
 It charges higher prices for Sony TV than of its competitors helping the
brand to maintain its premium image in the market and reflects premium
customer experience that Sony has created.
B. Competitive pricing strategy
This allows Sony to charge the prices for television prices based on its
competitors’ pricing from Sony’s official website, so that customers don’t
switch.

III. Place and Distribution Strategy of Sony

Sony has been in business for more than 70 years leading to business
expansion across 47 countries specifically the Philippines.
A. Sells televisions through two marketing channels
i. Online
Televisions are sold online through retailers like amazon and from
Sony’s official website.
ii. Retailers
This is consisted of manufacturers, retailers, and consumers
wherein customers but Sony TV directly from the retailers
authorized by Sony which customers purchase to dealers Sony first
sold the product.
B. Logistics
OMNI Solid Services Inc. (OSSI), formerly OMNI Logistics Corporation
which was established on August 1, 1998 that provides warehousing and
distribution requirements of SONY Philippines, Inc. as a sole client. It
functions as SONY’s in-house logistics division under Solid Corporation.
In-house warehousing and logistics can put higher amount of expenses,
hence, should be reduced without creating harmful effects to the products
being stored as well as in delivering process.
a. Ensure ongoing income/profit through shorter production lifecycles.
Create high-quality demand information from accurate demand
forecasting.
b. Streamline order system and maintain service levels.
Provide an immediate delivery forecast on order and keep delivery
times that aims to improve customer satisfaction through accurate
delivery forecasts and delivery times.
c. Construct a high-performance system in a short time.
The systems calculate delivery times and reply within 0.1 second,
while processing one hundred thousand orders a day.
The delivery time forecast system provides answers to delivery time to
order requests by collecting production plan and inventory information.
It confirms the production finish dates by reference to the production
 plans in the factories if there is no inventory. Besides it searches for
replacement products if there are no production plans. This is
important for future flexibility and improvement in proportion server
hardware expansion.

IV. Promotional Strategy

Communication Strategy
The provision of high-quality information is a building block of marketing strategy
Sony uses to achieve the target audience, their needs and expectations which are vital
in marketing and promotion. The company listens to the customers in order to meet
their expectations with a personal touch by answering any queries raised by customers.
Sony has used communication well which leads to dominating some markets with its
unique products.

Sony Marketing Communication Mix

Sony Corporation has used promotion mix including advertising, personal selling,
sales promotion, direct marketing, and publicity to present and promote product (TVs),
services, and ideas. This enables Sony to make sure that they are offering the right
product for the right product for the right price at the right time and the right place to the
customers.
A. Advertising
SONY has advertised its products through many ways and media. Through TV we
have seen different advertisements of its products such as BRAVIA televisions or Sony
wega TV.

a.1. Television Ads

Sony advertise its products by targeting those favorable television
programs, like sports, series and it has its own channel called Sony TV
channel. Numerous campaigns Sony extensively advertises to its High-Definition
offering of Sony BRAVIA TV including “capturing emotions” and “color”
campaign.

a.2. Print Ads

Print ads is the most innovative prints used by Sony in promoting BRAVIA
via print add. Ads are put into magazines or newspaper to lure customers based
on product features to get differentiated from competitors.

a.3. Place Advertising

Advertising in the form of Banners, Billboards, and Posters.

a.4. Social media platforms

 Sony utilize social media platforms extensively for marketing strategy and
its promotion and using many celebrities to promote different products.
Numerous amounts of consumers spend most of their time using various social
media platforms during the period of COVID-19 pandemic making them more
aware of online advertising such as Facebook and YouTube ads to promote
BRAVIA TVs.

a.5. Costumer relation centers

Consumers switched to online shopping or purchase since COVID-19
pandemic happened. Sony has been using customer relation centers to reach
out current customers and attract new ones in order to meet their expectations
and continue offering high-quality products and services of Sony TV leading to
repeat purchase and customer loyalty.

B. Coupons, discounts, freebies etc.

Sony will use sales promotion strategies such as giving coupons, early bird
prizes, discounts, and scratch cards. With newspapers like TOI, it has advertised
a wide range of products to their customers. 
a. Sony promotes Sony BRAVIA HD through various Sales Promotion offers,
discount, etc. such as giving freebies and other products with purchase of
any of the three models of Sony BRAVIA.
b. Bundle Offer
i. This offer gives opportunity to the customers to purchase different
products at a bundled discounted cost on purchase of Sony
BRAVIA TV.

C. Direct Marketing
Sony interacts with its customers through sending direct mails both electronically.

D. Publicity and Public Relations

To continue establishing a program as a respond and effort to prevent the spread
of COVID-19 infection. Publicity
Consumers are reacting to “authentic, purpose-driven campaigns that addresses
today’s issues with real solutions” and messages that they find reassuring from
the brand they know and trust.
a. Sony Corporation established the "Sony Global Relief Fund for COVID-
19," a 100 million US dollar fund to support those around the world
affected by the COVID-19 virus. (April 2, 2020) 

References:
Patterson, C. (2021) How Sony Interactive Entertainment built a winning marketing data
strategy. MarTech
https://martech.org/how-sony-interactive-entertainment-built-a-winning-marketing-data-
strategy/

Shastri, A. (2021) Detailed Marketing Mix of Sony - All 7Ps Covered. IIDE.
https://iide.co/case-studies/marketing-mix-of-sony/

Sony Bravia Marketing Mix. (2016, Oct 05). Retrieved from

https://studymoose.com/sony-bravia-marketing-mix-essay

StudyCorgi. (2021, December 7). Marketing Strategy: Sony TV. Retrieved from

https://studycorgi.com/marketing-strategy-sony-tv/