Adeel Ilyas (26)Adeel Ilyas (26)

Hammad Tariq (01)Hammad Tariq (01)Razi Ahsan (30)Razi Ahsan (30)

Muhammad Waqar (29)Muhammad Waqar (29)

Group Leader

Group Members

Group Name

Umer Khalid khokhar (32)Umer Khalid khokhar (32)

THE SUPERIOR

DEDICATION I dedicate my this project to Allah AlmightyWho has created me as human being and helps me in difficulties, and my parents (especially father, mother and our instructor Sir Ahmad Ashraf) by whom whishes, I have reachedAt this stage.

First of all, praise is due to Almighty ALLAH with His compassion and Mercifulness to allow me finalizing this report. All respects are for his Holy Prophet Hazrat Muhammad (Peace Be upon Him) who enabled us to recognize oneness of our Creator..

History.Current analysisExecutive summary.Mission and vision statement.Market objective.Target market.

The company name of Sony was created by combining two words of “sonus” and “sonny”. The word “sonus” in Latin represents words like sound and sonic. The other word “sonny” means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted “Sony Corporation” as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.

We are asked to explain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioning strategies, marketing mix, market planning & brands are relevant to their particular product.

The information used in the analysis of SONY came from variety of resources, including the internet & different SONY center. The combination of these resources provides the basic for a valid current analysis of SONY.

The major findings of SONY are as under SONY compete the competitors & maintaining strong relationship with

customers by taking under consideration its Macro & Micro environment very efficiently.

SONY has segmented its market on the basis of segmentation variables like demographic, psychographic, geographic & behavioral.

SONY is showing certain buying behavior. SONY is following of market skimming, market development & product development for increase its customers. IT is following production, marketing & social marketing strategies for increasing its market share and growth.

OUR VISION To create exciting new digital entertainment

experiences for consumers by bringing together cutting-edge products with latest

generation content and services

Market objectives Every organization and company has some

certain goals laid down by them to achieve to make it renown and have value added services to satisfy customers.

Build an organization dedicated to excellence.Consistently deliver superior quality and value

in our products and services.Maintain a commitment to innovation for contin

uous improvement and grow, striving always to be the leader in the market place changes.

Generate consistently superior financial returns and benefits our owner and employees. 

sloganLight aye ya na aye TV chalta jaye….

Macro-Environment.Political forcesEconomic forces.Social Technological.

Product mix:Core benefits.Actual benefitsAugmented benefits.

Wide distribution around 130 outlet.

Focus on entertainment of customer.

Low consumption.Save electricity.

On battery mode 1 speaker operate and other is off.

18-25% reducement in brightness of LCD.

WEAKNESSES

BRAVIA LCD’sSony tabletsHome theatre systemHandy camcorderHead phonesVAIO notebookIn car entertainmentCyber shot camera Blu ray Disc player

Introduction Growth Maturity Decline

BCG MATRIX

Existing

Market

New

Market

Existing Product New Product

Product/Market Expansion Grid

Geographical Segmentation: Capture whole Pakistan due to load shedding

problem in all over the country.

Demographical Segmentation:Age. Children of age for cartoon network, teen agers for cricket and others games,20 to

30 age people watch dramas, 35+ watch news channel and talk shows.

Gender Male and female

Family size 1-2 ,3-4 , 5+

Family life cycle Young, Single ;married , others

Income Highly income people

Occupation Professional ,managers ,officials, retired people, students,

Education School up to 4th standard,5th to 12th ,graduates,

Religions All religions

Nationality Pakistani

Psycho graphical Segmentation: This segmentation divides buyers into

different groups based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic make ups. We use the slogan to influence the psyche of our customer that is “Light aye na aye, LCD chalta hi jaye”

There are two methods.

1-Direct

2-Indirect

Manufacturer to Consumer

Manufacturer to whole seller to retailer to consumer.

SWOT AnalysisStrengths

Weakness

Opportunities

Threats

1.Pricing objectives2.Pricing methods3.Pricing strategies4.Discount & Allowances

Impact the bottom line revenue and profit.Vital part of positioning in market segment.Price will effect & effected marketing

strategies.

The cost of our product is Rs.30000/- and we using mark-up pricing method and add markup in the cost of LCD. Its value becomes Rs.45000/.-after adding markup. Our high pricing methods justify the current demand of customer because there is a big problem of load shedding of electricity now days. Due to this product launch we can gain 25 % extra share form market as compare to Samsung, LG, etc

Due to advancement in technology we use skimming strategy to prevent easy entrance of competitors in market and to earn maximum profit in the early stage of product development before the arrival competitors in market.

We also use optional strategy to sale the additional battery on the demand of customer

The buyer purchase our product and there is a coupon inside the packing of product which can facilitate our value-able customer by 10% concession on further purchase of our chain products from any outlet of Sony Electronics.

Break even means there is no profit and loss .the situation of profit and loss is at a stable point where TR=TC. We adopt skimming strategy and there is no competitor in market due to our innovation so we can achieve our break even in at least 2nd year of starting

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