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