Introduction To Sony Company Marketing Essay

Today, Sony continues to fuel industry growth with the sales of innovative and unique Sony products, as well as with the companys convergence strategy. For example, VAIO notebooks that raise the bar in both form and function, digital cameras that capture pictures on a floppy disk, CD-R or Memory Stick, MiniDisc recorders with a digital PC Link to marry high quality digital audio with downloadable music, DVD/CD multi-disc changers that playback both audio and video, and Hi-Scan flat screen TVs that deliver near HDTV picture quality through Digital Reality Creation (DRC) circuitry. Besides, there is also some major product which recommended by Sony such as 3D televisions, digital cameras, home audio, VAIO notebooks and others.

DESCRIPTION OF SONY

The founder of Sony is 2 Japanese man which are Masaru Ibuka and Akio Morita on 7th May 1946. However, they complement each other and invent the unique product which achieve the people needs. The Sony company is formed and eventually grow into a more than $60 billion global organization. Sony has the ability to achieve the needed of the people and improve the technology around our environment. The Sony company has been at the cutting edge of technology for more than 50 years and they have impact the environment around us positively. Further, few companies are as well positioned to drive the digital age into homes and businesses around the world for the next 50 years and beyond.

MAJOR PRODUCTS

Televisions

LCD televisions

Digital imaging

Video cameras, digital still cameras, etc.

Audio / Video

Blu-ray Disc players/recorders, DVD

players, home audio, car audio, etc.

PCs and other networked products

PCs, mobile audio, etc.

Semiconductors

Image sensors and other semiconductors

Electronic components

Batteries, audio/video/data recording

media and data recording systems

Broadcast and professional-use equipment

MISSION AND VISION

Sony’s future brand success will be determined by how the company meets the challenges of change. Sony has always led the market in terms of innovation. But in a digital networked world, products will no longer be developed with just hardware in mind. Sony will improve the quality of their product and keep their innovation although they have many competitors and they will not affected by their competitors also.

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INDIVIDUAL ATTITUDE AND PERSONALITIES

Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance – Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism.

Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance – Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance – Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumer’s experiences with the brand. It is unique and long lasting.

Brand personality must be differentiated from brand image, in sense that, while brand image denote the tangible (physical and functional) benefits and attributes of a brand, brand personality indicates emotional associations of the brand. If brand image is comprehensive brand according to consumers’ opinion, brand personality is that aspect of comprehensive brand which generates it’s emotional character and associations in consumers’ mind.

Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look and feel of any communication or marketing activity by the brand. It helps in gaining thorough knowledge of customers feelings about the brand. Brand personality differentiates among brands specifically when they are alike in many attributes. For instance – Sony versus Panasonic. Brand personality is used to make the brand strategy lively, i.e, to implement brand strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is a means by which a customer communicates his own identity.

Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures immediate awareness, acceptability and optimism towards the brand. This will influence consumers’ purchase decision and also create brand loyalty. For instance – Bollywood actress Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.Brand personality not only includes the personality features/characteristics, but also the demographic features like age, gender or class and psychographic features. Personality traits are what the brand exists for.

GROUP OR TEAM WORK

Sony Corporation is a multinational company whose headquarters are located in Tokyo, Japan. It is one of the world’s biggest media company with revenue of about US$40 billion(2011) and branches worldwide with over 200,000 employees. It is one of the largest manufacturers of video game consoles, electronics, communications, video and information technology products products. Its products are both for professional and consumer markets. The name Sony originates from the word Sonus, which refers to the goddess of sound in greek mythology (Chang, 2008. Pg. 12).

Sony Corporation is the parent unit of the Sony Group, which is a segment that deals in five operating units which are games, electronics, financial services, entertainment (music and motion picture) and others. Sony produces a wide range of products from entertainment, games and electronic devices. Its major products include: Home Video-Blue Ray disc player, DVD portable, DVD player-,Televisions and Projectors-CRT TV, Bravia LCD TV, Public Display Panel-, Home theater systems, Home audio, Digital photography, Portable audio, games, storage and recording media etc…

Sony Corporation spends a lot of money in each financial year on promotion and advertising (Promotional Budget). It has advertised its services and products in many different media and ways. It has advertised its Sony Wega TV and Bravia televisions through TV. Over the years Sony has also used favorable and popular television programs such as TV series and sports as well as its own TV channel known as Sony TV channel to advertise its products. Away from the media venue, Sony uses sports, cultural and social events such as beauty pageants (e.g. Sony Miss India, the English Premier League, the Olympics, musical concert) to advertise. In addition to all the fancy marketing schemes, Sony also use the traditional and conventional means of advertising for its products and services all around the world; those include newspapers, posters, banners etc