project report on sony
TRANSCRIPT
Sony Center
Training Certificate
Name of Student
Institute
Branch/year
Start date of training
End date of Training
Project Title
Neeraj Kadia Dealer (Sony Center, Kanpur)
Sony Center (Exclusive Show Room) Swaroop Nagar, Kanpur
Training Certificate
Manish Kumar
International Institute of management & Entrepreneurship
MBA-marketing/2010-2012
September20th, 2011
October31th, 2011
Buying behavior /need Analysis &Generation of Prospective customer List for Sony Product
Date:
2
International Institute of management &
behavior /need Analysis &Generation of customer List for Sony Product
Date:-31/10/2011
Acknowledgement
I would like to thank “Ikya Human capital solution Pvt. Ltd.”opportunity. I would like to thank in my project amidst his busy schedule. I extend my heartful thanks to for the constanmy course. I express my deep gratitude towards Mr.Vivefor giving me permission to do the project in their organization and their valuable guidance at the company during thKanpur. I would like to take the pleasure of this opportunity to express my heartful gratitude to my guide Mandakini Ma’am (Faculty Member,gave valuable suggestion through out my field work and completion of the project. I thanks all my faculty member of MBA department tor their valuable suggestion throughout my course. The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them. Finally, I thank all my friends who directly or indirectly helped me a lot during my project
Acknowledgement
“Ikya Human capital solution Pvt. Ltd.” for giving me this opportunity. I would like to thank MR. V.K. Shukla (Mentor of IIME) for taking interest in my project amidst his busy schedule.
to for the constant and valuable guidance by him though out
towards Mr.Vivek Chhugani (Area Sales Manager)giving me permission to do the project in their organization and their valuable
at the company during the execution my project work at Sony Exclusive,
I would like to take the pleasure of this opportunity to express my heartful gratitude to Faculty Member, IIME) who took personal interest
gave valuable suggestion through out my field work and completion of the project.
I thanks all my faculty member of MBA department tor their valuable suggestion
The importance of the moral support and good wishes of my parents and friends is indebted to them.
all my friends who directly or indirectly helped me a lot during my
MANISH KUMAR International Institute of Management and Entrepreneurship
3
for giving me this ) for taking interest
t and valuable guidance by him though out
Area Sales Manager), Kanpur, giving me permission to do the project in their organization and their valuable
Exclusive,
I would like to take the pleasure of this opportunity to express my heartful gratitude to interest and
gave valuable suggestion through out my field work and completion of the project.
I thanks all my faculty member of MBA department tor their valuable suggestion
The importance of the moral support and good wishes of my parents and friends is
all my friends who directly or indirectly helped me a lot during my
MANISH KUMAR
Entrepreneurship
I Manish Kumar here by declarereport on Consumer buying behavior of Sony Product in Kanpur” is the outcome of my research work.research has been submitted earlier to any institution or University for the award of any other Degree/Diploma.sources of material, data usedacknowledged.
Date: - 31/10/2011
Place: -Kanpur
Declaration
I Manish Kumar here by declare that project Entitled “A Project report on Consumer buying behavior of Sony Product in
is the outcome of my research work. No part of this research has been submitted earlier to any institution or
award of any other Degree/Diploma.sources of material, data used in this study have been
(Researcher)
Manish Kumar
4
ntitled “A Project report on Consumer buying behavior of Sony Product in
part of this research has been submitted earlier to any institution or
award of any other Degree/Diploma. The in this study have been
(Researcher)
Manish Kumar
Executive Summary
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unpservice, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. In India, Sony has its foothrough a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s excluare fast becoming the most visible face of the company in India.
Executive Summary
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim
In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony World’ are fast becoming the most visible face of the company in India.
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One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony
span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent
aralleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim
tprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and
sive stores ‘Sony World’ are fast becoming the most visible face of the company in India.
S.No. Detailed Study
1 IntroductionObjective of StudyLimitation of Study
2 Research Methodology
Marketing ResearchResearch MethodologyResearch Design &SamplingData collection
3 Company Overview
Background of CompanyCompany ProfileProduct rangeComparison of Sony & LGComparison of Sony & SamsungSWOT Analysis
4 Marketing StrategiesMarketing StrategiesCompetitorsMilestone of Sony Product
5 Position of Sony
6 Data Interpretations
7 Conclusion
8 Bibliography
9 Questionnaire
Table of contents
Detailed Study
Page No.
Introduction Objective of Study 9 Limitation of Study 10
Research Methodology Marketing Research 12 Research Methodology 14 Research Design &Sampling 15-20 Data collection 22-24
Background of Company 28 Company Profile 30 Product range 33-40 Comparison of Sony & LG 42 Comparison of Sony & Samsung 44 SWOT Analysis 45-47
Marketing Strategies Marketing Strategies 49 Competitors 51-56 Milestone of Sony Product 57-59
Position of Sony in electronic Market 61-62
Interpretations 63-78
79
Bibliography 81
Questionnaire 83-87
Table of contents
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The essay intends to discuss why it isunderstand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance ofmarketing planning and its need of understanding a company’s rival. Through the essay a better understanding ofmarketing planning, and themade.
Introduction
The essay intends to discuss why it is necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of
planning and its need of understanding a company’s hrough the essay a better understanding of
planning, and the need to know competitors will be
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necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of strategic
planning and its need of understanding a company’s hrough the essay a better understanding of strategic
competitors will be
Objective of
The objective of the sumanagement student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization. This training gives me a substantiserves as useful tool of interaction with the corporate sector. The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony PPradesh” The main idea behind this project is:
Ø To study the buying pattern of people towards consumer goods.
Ø To determine the major factors influencing the buying
decision process of the target group.
Ø To set out some basic mmarketers to cater to different needs of the targets group.
Objective of Study
The objective of the summer Training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization.
gives me a substantial corporate exposure and also of interaction with the corporate sector.
The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony Products in Kanpur, Uttar
The main idea behind this project is:
To study the buying pattern of people towards consumer
To determine the major factors influencing the buying decision process of the target group.
To set out some basic marketing implications for the marketers to cater to different needs of the targets group.
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mmer Training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization.
al corporate exposure and also of interaction with the corporate sector.
The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of
roducts in Kanpur, Uttar
To study the buying pattern of people towards consumer
To determine the major factors influencing the buying
arketing implications for the marketers to cater to different needs of the targets group.
Ø 4. To have some insights on the relationship between marketing stimuli
Ø 5. To serve as guideline for further research in this area.
LIMITATONS OF THE STUDY
1) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer hasgive answer. 2) Language barrier iswell as interviewer. 3) Study is area specific
To have some insights on the relationship between stimuli and youth responses.
5. To serve as guideline for further research in this area.
LIMITATONS OF THE STUDY
) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to
barrier is also a big limitation for customer as
specific
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To have some insights on the relationship between
5. To serve as guideline for further research in this area.
LIMITATONS OF THE STUDY
) Time constraint serves as the main limitation for the study. less time to
for customer as
Marketing Research:
“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that information use to identify & define problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process”
Importance Marketing Research:
Ø To Make Marketing DecisionsØ Survive the CompetitionØ Helps to Decide Target MarketsØ Maximize ProfitsØ Increasing the Sales
Marketing Research:-
“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that information use to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing
-American Marketing Association
Importance Marketing Research:-
To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profits Increasing the Sales
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“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that
marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing
American Marketing Association
Consumer behavior: “Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods on services.” Importance of Consumer Behavior:
Ø To design the optimal product or service for customers.Ø To determine where the product or Service should be
available that would easy for the customers to buy.Ø To determine what price will the customers give up
purchasing product or service?Ø To determine which method of Promotion would be most
effective for getting the customers to buy a product.Ø It helps in changing the behavior of the consumers.Ø To improve performance of the organization.Ø To achieve the organizational objectives
Consumer behavior: -
Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase
- Walter and Paul
Importance of Consumer Behavior:-
To design the optimal product or service for customers.To determine where the product or Service should be available that would easy for the customers to buy.To determine what price will the customers give up purchasing product or service? To determine which method of Promotion would be most effective for getting the customers to buy a product.
anging the behavior of the consumers.To improve performance of the organization. To achieve the organizational objectives.
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Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase
Walter and Paul
To design the optimal product or service for customers. To determine where the product or Service should be available that would easy for the customers to buy. To determine what price will the customers give up
To determine which method of Promotion would be most effective for getting the customers to buy a product.
anging the behavior of the consumers.
Research Methodology:
“It is the procedure use in making systematic observation and obtaining data, evidence on information as process.”
Sample Size:-
Sample size is the number of observations used for calculating
estimates of a given population.
For example, if we interviewed 30 random students at a given
high school to see if they liked a certain music
students" would be our sample size.
Research Methodology:-
“It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research
Sample size is the number of observations used for calculating
population.
, if we interviewed 30 random students at a given
high school to see if they liked a certain music artist, "30
students" would be our sample size.
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“It is the procedure use in making systematic observation and a part of research
Sample size is the number of observations used for calculating
, if we interviewed 30 random students at a given
artist, "30
Research design: A research design is a systematic objective and scientific plan developed for directing a research study. It constitutes the overview for data collection measurement and analysis of Need of research design
• Ensuring research progress in right direction• Minimizing time and cost of research • Encouraging coordination and effective organization• Minimizing bias and maximizing the reliability of the data
collected and analysed. Formal research design Ø Completely randomized design:
It involves only two principal:The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition.
:-
A research design is a systematic objective and scientific plan directing a research study. It constitutes the
overview for data collection measurement and analysis of
Need of research design
Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organizationMinimizing bias and maximizing the reliability of the data collected and analysed.
Formal research design
Completely randomized design:-
It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in
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A research design is a systematic objective and scientific plan directing a research study. It constitutes the
overview for data collection measurement and analysis of data.
Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data
The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in
Ø Randomized block design
It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.
Ø Latin Square design: For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Ø Factorial design:
When more factors are showing more than one effects,design is used for such studies.
Randomized block design:-
is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.
Latin Square design:-
For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or
Factorial design:-
more factors are showing more than one effects,design is used for such studies.
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is an improvisation to CR design. Along with other two
For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or
more factors are showing more than one effects, factorial
Type of Sampling
1. Pure research It is done only for sake of knowledgeapply it in regular practice. Pure research is also called basic or fundamental research. New theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and demaking applied research is carried on. Means applied research is problem oriented and action directedpractice research example marketing research carried on for identifying chase customer habits to purchase so.
Type of Sampling
It is done only for sake of knowledge. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing
with the help of pure research .It lays foundation for applied research. It helps in finding critical
Applied Research
When real life problem require some solution and decision making applied research is carried on. Means applied research is problem oriented and action directed. It brings immediate and practice research example marketing research carried on for
chase customer habits to purchase so.
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. Intenension is not to apply it in regular practice. Pure research is also called basic or
theory or refinements of an existing with the help of pure research .It lays
foundation for applied research. It helps in finding critical
cision making applied research is carried on. Means applied research is
It brings immediate and practice research example marketing research carried on for
3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. “At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable.” 4. Descriptive Research This research is simple in nature and in its applicatispecific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation. 4. Diagnostic Research
It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly purposes, proper methods for collecting accurate information ,correct measurement of variable , statistical and test of significance are essential in diagnostic research.
Exploratory Research
researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem.
“At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable.”
-Kartz
Descriptive Research
This research is simple in nature and in its application. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation.
search
in depth approach to reach the basic casual of a problem and possible solution for it. Problem
formulation, defining the population correctly for study purposes, proper methods for collecting accurate information
measurement of variable , statistical and test of significance are essential in diagnostic research.
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researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering
“At the first level is the discovery of significant variable in particular situation; at the second, the discovery of
on. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of
in depth approach to reach the basic casual of a problem and possible solution for it. Problem
for study purposes, proper methods for collecting accurate information
measurement of variable , statistical and test of
5. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlledexperimental research is used. It developed the relationship among variable i.e. how they are related to each other. 6. Analytical Study Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric other words Analytical study is also called as statistical method. 7. Historical research When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful.
Experimental Research
To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlledexperimental research is used. It developed the relationship among variable i.e. how they are related to each other.
Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric data. In other words Analytical study is also called as statistical method.
Historical research
finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very
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To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other.
Quantitative data is analysis with the help of mathematical data. In
other words Analytical study is also called as statistical method.
finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very
Sample design:-
A procedure or plan drawn up before any data iobtain a sample from a given population. Also known as sampling plan, sample design.
Non Probability Sampling Methods Convenience Sampling Where the researcher questions anyone who is available. This method is quick and cheap. representative the sample is and how reliable the result.
Quota Sampling: - Using this method the sample audience is made up of potential purchasers of your product.
A procedure or plan drawn up before any data is collected to obtain a sample from a given population. Also known as sampling plan, sample design.
Non Probability Sampling Methods
Convenience Sampling:-
Where the researcher questions anyone who is available. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result.
Using this method the sample audience is made up of potential purchasers of your product.
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s collected to obtain a sample from a given population. Also known as
Non Probability Sampling Methods
Where the researcher questions anyone who is available. This However we do not know how
representative the sample is and how reliable the result.
Using this method the sample audience is made up of potential
For example if you feel that your typical customers will be male between 18-23, female between 26respondents you interview should be made up of this group, i.e. a quota is given. The judgment sample A judgment sample is obtaisomeone who is familiar with the relevant characteristics of the population.
For example if you feel that your typical customers will be male 23, female between 26-30, then some of the
respondents you interview should be made up of this group, i.e.
The judgment sample: -
A judgment sample is obtained according to the discretion of someone who is familiar with the relevant characteristics of the
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For example if you feel that your typical customers will be male 30, then some of the
respondents you interview should be made up of this group, i.e.
ned according to the discretion of someone who is familiar with the relevant characteristics of the
Data Collection
The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Data Collection Methods
Ø Primary data Ø Secondary data
PRIMARY DATA Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is obtained directly from firstobservation or experimentation
ü “The information provided by the customer & staff members.”
ü Through the personal interaction with the help of questionnaire.
The project consisted of analysis of performance of the several brands. In this particular project fundamental
research was also carried out which attempted to explore knowledge through methods like personal interaction with the
Data Collection Methods
PRIMARY DATA:-
Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation
“The information provided by the customer & staff
Through the personal interaction with the help of
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The project consisted of analysis of performance of the several brands. In this particular project fundamental
research was also carried out which attempted to explore knowledge through methods like personal interaction with the
Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and
information that hand sources by means of surveys,
“The information provided by the customer & staff
Through the personal interaction with the help of
Advantage primary data:
Ø It is the original type of data.Ø It is possible to capture the changes occurring in the course
of time. Ø It is flexible to the advantage
can be utilized by researcher for multiple scientifically
Ø Extensive research study is based on primary data
Method of collecting primary data
v Interviewing v Observation v Experimental v Mail survey v Projective technique v Simulation
Advantage primary data:
It is the original type of data. It is possible to capture the changes occurring in the course
is flexible to the advantage of researcher the same data can be utilized by researcher for multiple dimension
Extensive research study is based on primary data
Method of collecting primary data
Projective technique
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It is possible to capture the changes occurring in the course
of researcher the same data dimension
Extensive research study is based on primary data
SECONDARY DATA
"Secondary data are those already in existence for some purpose than the answering of the question in hand." “Websites of consumer durable brands. Like Sony,LG etc.”
Advantage of secondary data
Ø Secondary data is easily accessible and does to researcher depending on its availability.
Ø Long historical period can be less cost, which is an added advantage of using secondary data
Ø The secondary data use ensures that availabilimaking scientific generalization from the studies.
Ø Environmental and culture setting are required for the study.
SECONDARY DATA
"Secondary data are those already in existence for some purpose than the answering of the question in hand."
- M.M. Blair “Websites of consumer durable brands. Like Sony, Samsung,
Advantage of secondary data
Secondary data is easily accessible and does not cost much to researcher depending on its availability. Long historical period can be analyzed by researcher with less cost, which is an added advantage of using secondary
ary data use ensures that availability of data for making scientific generalization from the studies.Environmental and culture setting are required for the
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"Secondary data are those already in existence for some other
Samsung,
not cost much
by researcher with less cost, which is an added advantage of using secondary
of data for making scientific generalization from the studies. Environmental and culture setting are required for the
Company Overview
Company:
Managing Director:
Date of Establishment:
Location:
Staff Strength:
Share Capital:
Share Holding:
Branch Offices:
Company Overview
Mr. Masaru Tamagawa
November 17, 1994
A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi 110044, India.
728
Rs. 550 million
100% subsidiary of Sony Corporation, Japan
Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, AhmadabadCochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi
Sony India Pvt. Ltd.
26
Cooperative Industrial Road, New Delhi -
100% subsidiary of Sony Corporation,
Delhi, Haryana, Mumbai, Bangalore, Kolkata, Hyderabad,
a, Jaipur, Chandigarh, Ahmadabad, Indore,
Cochin, Coimbatore, Ghaziabad, Mangalore and Ranchi
Business Activities:
Marketing, Sales and Afterelectronic products & software exportsProducts: Televisions, HiTheater systems and DVD players, Personal Audio (CD/Cassette Radio Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Broadcast and Professional products.
Marketing, Sales and After-Sales Service of electronic products & software exportsProducts: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.
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Sales Service of electronic products & software exports
fi Audios, Home Theater systems and DVD players, Personal
Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile
Energy Devices, Broadcast and Professional products.
Background of the company
Sony Corporationwith headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in theof consumer electronicscellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off theirare awarded to those whosemanufacture and marketing. Sony continually makes and offers new products, most of which are tested inSony has been particularly successful in the United States market; however, it is outsoldMatsushita, another Japanese electronics giant (2003).
Background of the company
Sony Corporation is a Japanese electronics manufacturer, with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the development
consumer electronics goods, such as videocassette recorders, cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off their prototypes; bonuses are awarded to those whose prototypes are selected for eventual
facture and marketing. Sony continually makes and offers products, most of which are tested in the Japanese market.
Sony has been particularly successful in the United States market; however, it is outsold in Japan and elsewhere by
Japanese electronics giant (2003).
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is a Japanese electronics manufacturer, with headquarters in Tokyo. Sony designs, manufactures, and
development goods, such as videocassette recorders,
cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation by its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual
prototypes; bonuses are selected for eventual
facture and marketing. Sony continually makes and offers the Japanese market.
Sony has been particularly successful in the United States and elsewhere by
Japanese electronics giant (2003).
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfservice, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such asshot‚ Handy cam®, VAIO,Stick™‚ PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers
Overview
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony
country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim
names such as BRAVIA, BRAVIA Theatre,VAIO, Walkman®, Xplod, Memory
PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products.
In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers
29
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony
country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent
action and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim
BRAVIA Theatre, Cyber-Memory
PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual
Communications‚ Recording Media, Business and Professional products.
In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers
and distributors, 240 exclusive Sony outlets and 19 direlocations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and wellprovides the kind of attentive and sensitive service that is rare today.
and distributors, 240 exclusive Sony outlets and 19 direlocations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India.
Sony India also has a strong service presence across the country mpany owned and 190 authorized service centers and
16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare
30
and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India.
Sony India also has a strong service presence across the country mpany owned and 190 authorized service centers and
16 exclusive demonstration centers. A distinctive feature of trained staff that
provides the kind of attentive and sensitive service that is rare
Company Profile
In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kickedtheir desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Sonbetter, smaller and more innovative than ever thought possible. Sony Corporation luding audio visualbroadcast, telecommunications, entertainment,casting and even insurance and finance. Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new
Company Profile
out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked
to produce products for everyday life.
In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized
history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to
people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible.
now spans a range of industriesvisual electronics, information technology,
broadcast, telecommunications, entertainment, satellitecasting and even insurance and finance.
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains
31
out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off
In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized
history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to
people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact
y has continually made things better, smaller and more innovative than ever thought possible.
industries incinformation technology,
lite broad
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people
lifestyles and remains
committed to the challenge of creating and dreams
Sony in India
Sony is not new to India.walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for theculminated in a new relationship when inspired by afriendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995
COMPANY MISSION
Sony India focused towards making a differencein the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sellTheir consistent commitment towards service has brought the company quite closer
committed to the challenge of creating and realizing these
Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any
home from abroad This love for the culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January
COMPANY MISSION
Sony India focused towards making a difference in the lifestyles and open up new vistas of entertainment in
country. Sony India remains committed towards offering age technology and digital concepts while working hand in
ith the Indian industry to produce and sell excellence. consistent commitment towards service has brought the
to the Indian customer.
32
realizing these
Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any
brand reform
friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January
in the lifestyles and open up new vistas of entertainment in
country. Sony India remains committed towards offering age technology and digital concepts while working hand in
excellence. consistent commitment towards service has brought the
Product range of Sony
BRAVIA LCD TV Full HD 3D TV
• Dynamic Edge LED • Optic Contrast and CORNING's Gorilla Glass Panel• Wi-Fi Integrated • Monolithic Design • Full HD 3D features a buil• X-Reality™ picture engine
• Cyber 16.2 Mega Pixel T Series 5x Optical Zoom Ultra
• 16.2MP Exmore R™ • Ultra Sleek & Compact Body (Only 12.2mm thin)• 5x Optical Zoom & 10x Clear Image Zoom• Superior Auto for High Quality Images• 7 Picture Effect Modes• AVCHD Full HD movie recording
Product range of Sony
BRAVIA LCD TV 46“NX720 Series BRAVIA
Optic Contrast and CORNING's Gorilla Glass Panel
Full HD 3D features a built-in 3D Transmitter Reality™ picture engine
Cyber-shot Digital Camera16.2 Mega Pixel T Series 5x Optical Zoom Ultra-Slim Cyber-shot (Black)
CMOS Sensor Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Optical Zoom & 10x Clear Image Zoom Superior Auto for High Quality Images 7 Picture Effect Modes
HD movie recording
34
46“NX720 Series BRAVIA
shot Digital Camera
shot (Black)
• VAIO E-Series
Ø Intel® CoreTM i5-2430 Processor 2.40 GHz with Turbo Boost up to 3.00 GHz
Ø Genuine Window® 7Home Premium 64Ø 15.5” wide TFT color display (LED backlight)
• Sony Tablet
Ø AndroidTM 3.2 Ø Easy to carry and easy to watch with 9.4 Trublack Touch Screen DisplayØ Swift and smooth touch experience with quick view and quick touch
VAIO Notebooks
Series
2430 Processor 2.40 GHz with Turbo Boost up to 3.00
Genuine Window® 7Home Premium 64-bit 15.5” wide TFT color display (LED backlight)
Sony Tablet
Easy to carry and easy to watch with 9.4 Trublack Touch Screen DisplaySwift and smooth touch experience with quick view and quick touch
35
2430 Processor 2.40 GHz with Turbo Boost up to 3.00
Easy to carry and easy to watch with 9.4 Trublack Touch Screen Display Swift and smooth touch experience with quick view and quick touch
•
HDR-PJ50E • “Exmor R” CMOS Sensor• 29.8 mm wide angle Sony G Lens• Built-in Projector • 220GB HDD • Optical Steady Shot with Active Mode• 7.1M still picture
• Walkman® MP3 Players Ø 16 GB capacity Ø Superior sound quality Ø Superior visual quality
Handy cam® Camcorder
CMOS Sensor 29.8 mm wide angle Sony G Lens
with Active Mode
Walkman® MP3 Players
Superior sound quality Superior visual quality
36
Handy cam® Camcorder
•
Blu-ray Disc™ Players
•
Digital SLR / SLT CamerasØ 10fps continuous shooting with auto focusØ Quick AF Full HD Movies RecordingØ 16.2 MP Exmor CMOS Sensor
ray Disc™ Players
Digital SLR / SLT Cameras 10fps continuous shooting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMOS Sensor
37
PlayStation®3Console dimensions (approx.) (W/H/D)
290 x 65 x 290 mm
Console mass (approx.) 3.2 kg
CPU Cell Broadband Engine™
GPU RSX
Sound Dolby DigitalLPCM 7.1ch / AAC / etc
Memory 256MB XDR Main RAM / 256MB GDDR3 VRAM
Wireless Controller (Bluetooth)
YES
BD/DVD/CD Driver (Read Only)
BD 2x (BD(CD
PlayStation®2 Compatibility
No
PlayStation®3
290 x 65 x 290 mm
3.2 kg
Cell Broadband Engine™
RSX
Dolby Digital Plus / Dolby Digital 5.1ch / LPCM 7.1ch / AAC / etc
256MB XDR Main RAM / 256MB GDDR3 VRAM
YES
BD 2x (BD-ROM) / DVD 8x (DVD-ROM) / CD 24x (CD-ROM)
No
38
DTS 5.1ch /
256MB XDR Main RAM / 256MB GDDR3 VRAM
ROM) / CD 24x
Ø Home Theatre Systems
Ø
Ø
Home Theatre Systems
Headphones
Hi-Fi System
39
Ø Voice Recorders
Ø Storage & Recording Media
Ø
Voice Recorders
Storage & Recording Media
Business & Professional
40
Storage & Recording Media
Business & Professional
Sony(BX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI
Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI FM Radio Light Sensor USB
LG(LK311)
2011XD Engine HD Ready
Digital Noise Reduction Noise Reduction 2 HDMI
LG(LK332)
2011XD Engine HD Ready
Digital Noise Reduction Noise Reduction 3 HDMI
USB
42
Sony(CX320) Bravia Engine HD Ready Digital Noise Reduction2 HDMI FM Radio Light Sensor USB
Sony(NX520) Bravia Engine Full HD Digital Noise Reduction2 HDMI FM Radio Light Sensor USB(Maximum Format)
Samsung(D450)
Dnle+ HD Ready
Digital Noise Reduction Noise Reduction 1,2 HDMI 10w+10w JPEG Format
Samsung(D550)
Hype-real Engine Full HD
Digital Noise Reduction Noise Reduction 4 HDMI 10w+10w
USB(Maximum Format) JPEG Format
44
SWOT Analysis
Strength ü Sony has build up a good
by his service & quality.
ü Same price in all over in India is also a great attraction for customer.
ü Service wise Sony is the best among all his
competitors, shops ambience, environment location is very convenient.
ü To provide better service Sony conducts the
Service camp & Trainingupdate
SWOT Analysis of Sony Product
Sony has build up a good brand image & customer loyalty service & quality.
price in all over in India is also a great attraction for
Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient.
To provide better service Sony conducts the Service camp & Training and keep its employee
46
of Sony Product
brand image & customer loyalty
price in all over in India is also a great attraction for
and
To provide better service Sony conducts the employee
Weaknesses
ü High cost manufacturing base leading to lower margins
.
ü Legal proceedings likely to hamper corporate image.
Opportunities
ü Sony is leading brand in consumerof its better service
ü It has a professionalism, good service attitude and
knowledgeable staff and employee.
ü Because of keen foresightedness of futurecustomer perception, Sony can
Threats
ü Unfavorable foreign exchange ratemargins
ü Impact of the global economic slowdown
High cost manufacturing base leading to lower margins
Legal proceedings likely to hamper corporate image.
Sony is leading brand in consumer durable market because service and quality.
professionalism, good service attitude and knowledgeable staff and employee.
Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.
Unfavorable foreign exchange rates likely to impact
Impact of the global economic slowdown
47
High cost manufacturing base leading to lower margins
Legal proceedings likely to hamper corporate image.
durable market because
professionalism, good service attitude and
demand and beat all the competitors.
s likely to impact
Marketing strategies
Management of a firm needs strategy, to make sure that everything goes well in the company, through the use of strategic management everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the company is doing well internally. The termfrom the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the leader of an army (1991).
Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important to know what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the company’s major target;rules; decisions and sequences of action into organized whole. It can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988).
Marketing strategies Management of a firm needs strategy, to make sure that
everything goes well in the company, through the use management everything done in the company is well
organized and no detail is being left out. The company management to make sure that the company is
doing well internally. The term strategic management originates language, where the word means the art of a
general. The person who makes strategies is the strategist who is the leader of an army (1991).
management decisions have multifunctional and business consequences, this kind of decision require broad
consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important
now what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is
that assimilates the company’s major target; policiesdecisions and sequences of action into organized whole. It
can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988).
49
Management of a firm needs strategy, to make sure that everything goes well in the company, through the use
management everything done in the company is well organized and no detail is being left out. The company
management to make sure that the company is management originates
language, where the word means the art of a general. The person who makes strategies is the strategist who is
management decisions have multifunctional and business consequences, this kind of decision require broad
consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important
now what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is
policies and decisions and sequences of action into organized whole. It
can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a
It is incomplete searchbounded rationality (1960) influenced this perception. Strategy is a combination of the company’s objectives,decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effeStrategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketingthe product it has with less difficulty and more readiness to face competitors. Strategic marketinguses all of its resources to counter its competitors.marketing planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.
It is incomplete search for strategic alternatives, and bounded rationality (1960) influenced this perception. Strategy is a combination of the company’s objectives, policiesdecisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a company’s productsservices its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effeStrategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal
Strategic marketing is the way company sells the product it has with less difficulty and more readiness to face
Strategic marketing makes sure that the company uses all of its resources to counter its competitors.
planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.
50
alternatives, and bounded rationality (1960) influenced this perception. Strategy
policies and decisions to be done in unison or contingent upon each other.
products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effective. Strategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal
is the way company sells the product it has with less difficulty and more readiness to face
makes sure that the company uses all of its resources to counter its competitors. Strategic
planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.
COMPETITOR’S
All firms have strategicopen out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunitywill not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms define their marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the market place depends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000).
An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against
COMPETITOR’S
strategic windows and some of these win
open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunitywill not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms
ir marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the
ends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential advantage in the eyes of the customer. The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000).
An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against
51
windows and some of these windows open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms
ir marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the
ends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of
advantage in the eyes of the customer. The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other
An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors
competitors. To know and have an in depth knowledge of the competitors the company can use different kinds of strategy such as porter’s generic strategy.knowledge about the competitors help in planning marketing activities through distinguishing andrivals may use and whaadded knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures against competitors.
Sony although company still uses strategic marketingcompany alive in its industry. Thiskeeps Sony alive against its competitors. Sony should still know and acquire all informationcompetitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitocertain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Ththe use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and through such information they cancompetitors.
To know and have an in depth knowledge of the company can use different kinds of strategy
such as porter’s generic strategy. Determining and having added knowledge about the competitors help in planning marketing activities through distinguishing and forecasting what activities rivals may use and what strategy they might implement. Having added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures
Sony although already a well known and successful strategic marketing planning that keeps the
company alive in its industry. This strategic marketingkeeps Sony alive against its competitors. Sony should still know and acquire all information they can with regards their competitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitors will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Ththe use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and through such information they can plan strategies to conquer this
52
To know and have an in depth knowledge of the company can use different kinds of strategy
Determining and having added knowledge about the competitors help in planning marketing
what activities t strategy they might implement. Having
added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures
already a well known and successful planning that keeps the
strategic marketing planning keeps Sony alive against its competitors. Sony should still know
they can with regards their competitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the
rs will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Through the use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and
strategies to conquer this
COMPETITOR’S PROFILE
Samsung
The Korean company Samsung has grown to become one the world’s leading electroniccompanies, specializingia, semiconductors,Today Samsung’s innovative & top quality products & processes are world recognize The digital age has brought revolutionary change opportunity – to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation. Samsung, see every challenge as anit is perfectly positioned as one of the world's recognized leaders in the digital technology industry .Its commitment to being the world's best has won the No.1 global market share13 products, including semiconductors, TFTand CDMA mobile phones. Looking forward, and making historic advances in research and development ofsemiconductor line, including flash memory and noncustom semi conductors, DRAM and
COMPETITOR’S PROFILE
company Samsung has grown to become one the world’s leading electronic-
specializing in digital appliancessemiconductors, memory and system integration.
Today Samsung’s innovative & top quality products & processes are world recognized.
The digital age has brought revolutionary change – and to global business, and Samsung has responded
advanced technology, competitive products, and constant
Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders
digital technology industry .Its commitment to being the has won the No.1 global market share for
ducts, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semi conductors, DRAM and SRAM, as well
53
company Samsung has grown to become one the
appliances and medsystem integration.
Today Samsung’s innovative & top quality products &
and to global business, and Samsung has responded
advanced technology, competitive products, and constant
opportunity and believe that it is perfectly positioned as one of the world's recognized leaders
digital technology industry .Its commitment to being the for
LCDs, monitors and CDMA mobile phones. Looking forward, and making
its overall memory,
SRAM, as well
as producing best-in-class LCDs, mobile phones, digital appliances, and more.
class LCDs, mobile phones, digital
54
class LCDs, mobile phones, digital
The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled manynew technologies inTVs in the 21st century and continues to reinforce its status as a global.
.
LG
The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life.
established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs.
unveiled many new products, applied s in the form of mobile devices and digital
TVs in the 21st century and continues to reinforce its status as a
• LCD TV • Plasma TV • Ultra Slim TV • Flat TV
55
The history of LG Electronics has always been surrounded by
established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances
new products, applied mobile devices and digital
TVs in the 21st century and continues to reinforce its status as a
Home theatre
MOBILE PHONE
Home theatre
MOBILE PHONE
• Notebook PC • Desktop PC • Monitor • Optical Storage Devices • Projector
56
Milestone of Sony Product
1950- Japans first magnetic tape recorder, the “G“launched
1955- Japans first magnetic transistor radio, the 55”launched
1960- World first TransistorTV”T8
1971- 3/4 inch umatic color cassette player the “VP1100”
1982- Worlds first CD player, the “CDP
1990- Hi definition Rtelevision
2000- Sony playstation2 with 128
2001- “Info-stick” Bluetooth module, developed
2002- “Pcg-u1”this was worlds smallest and lights pc running Microsoft Windows XP
2003- First “Qualia” product launched
2003- First “Blue
2004- First-generation liquid crystal display
Milestone of Sony Product
Japans first magnetic tape recorder, the “G“launched
Japans first magnetic transistor radio, the 55”launched
World first TransistorTV”T8-301”launched
3/4 inch umatic color cassette player the “VP
Worlds first CD player, the “CDP-101” launched
Hi definition Ready, 16:9wide aspect ratio, 36” television
playstation2 with 128-bit Emotion Engine”
stick” Bluetooth module, developed
u1”this was worlds smallest and lights pc running Microsoft Windows XP
First “Qualia” product launched
First “Blue-ray Disc” product launched
generation liquid crystal display
58
Milestone of Sony Product
Japans first magnetic tape recorder, the “G-type
Japans first magnetic transistor radio, the “TR-
301”launched
3/4 inch umatic color cassette player the “VP-
101” launched
eady, 16:9wide aspect ratio, 36”
bit Emotion Engine”
stick” Bluetooth module, developed
u1”this was worlds smallest and lights pc
ray Disc” product launched
2005- Launched BRAVIA series of wide screen LCD TV’s feature live color creation
2006- HDR-UX1 world first HD cam recorder
2006- Play station 3
Launched BRAVIA series of wide screen LCD TV’s feature live color creation
UX1 world first HD cam recorder
Play station 3
59
Launched BRAVIA series of wide screen LCD
UX1 world first HD cam recorder
Position of Sony in Electronic Market
Position of Sony in Electronic Market
60
Position of
Electronic
Share Market Position
LG, 21%
Videocon, 9%
Penasonic, 7%
Onida, 4%
Share Market Position Sony in Electronic Goods
Sony, 27%
Samsung, 23%
Others, 9%
61
in Electronic Goods
USP’S OF THREE MAJOR BRANDS
Name of Company
Location WiseService AttitudePricing Wise ProfessionalismQuality WiseProduct availabilityInformation SupportKnowledge of a StaffStaff Availability
USP’S OF THREE MAJOR BRANDS
SONY LG Samsung
Location Wise Good Good Good Service Attitude Excellent Average Poor
Best Poor Good Professionalism Excellent Good AverageQuality Wise Excellent Good Excellent
availability Best Best Best Information Support Best Average Poor
of a Staff Best Average Good Availability Good Good Good
62
USP’S OF THREE MAJOR BRANDS
Samsung
Average Excellent
• Gender wise classification of respondents
Female40%
Gender wise classification of respondents
Male60%
Gender
64
Gender wise classification of respondents
Male60%
• Classification
41-5021%
51-6016%
Age wise awareness of Technology
Classification of age wise a awareness of Technology
21-3037%
31-4021%
61& above5%
Age wise awareness of Technology
66
ge wise a awareness
30
• Classification
Post Graduate65%
% of respondant's Qualification
Classification of respondent’s of Qualification
10& Below2%
10+28%
Graduate25%
% of respondant's Qualification
67
of respondent’s of
Graduate25%
• Classification
Private Job26%
Agriculture10%
% of respondent's on the basis of
Classification of respondent’s on the basis of occupation
Business30%
Govt.Job28%
Labour6%
% of respondent's on the basis of occupation
68
of respondent’s on the
• Classification
30,000-50,00025%
50,000& above20%
% of respondent's on the basis of income
Classification of respondent’s on the basis of income level
Below 15,0007%
15,000
20,000
% of respondent's on the basis of income
69
of respondent’s on the
15,000-20,00018%
20,000-30,00030%
% of respondent's on the basis of income
Number of respondent’s actual user of product
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes
Number of respondent’s actual user of product
or not
No
70
Number of respondent’s actual user of product
Number of respondent’s who use different of product of Sony
Dvd Player8%
Laptop18%
PS2/PS38%
Handicam
% of different use of Sony Product
Number of respondent’s who use different of
product of Sony
LCD/LED21%
Camera19%
Handicam13%
% of different use of Sony Product
71
Number of respondent’s who use different of
Home Theater13%
Mode of Payment
Cheque5%
Credit1%
Mater Card
Mode of Payment
Cash79%
Mater Card15%
Mode of Payment
72
Cash79%
Classification of number of customer making
50%
% of making of customer SatisfiedQuality
Classification of number of customer making
satisfied
45%
5%
% of making of customer SatisfiedQuality Customer Service Brand
73
Classification of number of customer making
45%
Number of choice change due to increase
No65%
% of respondent'sChange choise due to
Number of choice change due to increase
quality
Yes35%
% of respondent'sChange choise due to Decrease price
74
Number of choice change due to increase
% of respondent'sChange choise due to
Number of choice change due to reduction
No65%
% of respondent'sChange choise due
Number of choice change due to reduction Price
Yes35%
% of respondent'sChange choise due to Decrease price
75
Number of choice change due to reduction
Classification according to influence sales
No26%
% of influence sales person choice
Classification according to influence sales person choice
Yes74%
% of influence sales person choice
76
Classification according to influence sales
Yes74%
Classification number of respondent’s comparison with other brand
No26%
% of customer who compared with
Classification number of respondent’s
comparison with other brand
74%
% of customer who compared with other brand
77
Classification number of respondent’s
Yes74%
Classification of compared with other brand
Panasonic22%
Videocon10%
Onida10%
Classification of compared with other brand
LG30%
Onida10%
Other3%
Compression
78
Classification of compared with other brand
Samsung25%
CONCLUSION
Ø According to research of 30 days in Sony India ltd, it reveals that Sony iselectronic and consumer durable.
Ø Sony is masters incamera, and vaio notebooks. Sony has credibility in these products.
Ø Sony as a brand isthink it is nothing but a status symbol.
Ø Sony is facing tough competition with Samsung & LG because of reasonable price &quality.
Ø But when considered service attitude,
promotion policy, quality ofappearance & knowledge of staffsand function, Sony is far ahead from Samsung & LG.
Ø Sony plays a vital role in
CONCLUSION
According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader electronic and consumer durable. Sony is masters in Bravia LCD TV; Cyber shot
and vaio notebooks. Sony has credibility in these
Sony as a brand is so popular in rich class people; they is nothing but a status symbol.
Sony is facing tough competition with Samsung & because of reasonable price &quality.
considered service attitude, one pricing policy, policy, quality of a product, professional
appearance & knowledge of staff regarding product feature sand function, Sony is far ahead from Samsung & LG.
Sony plays a vital role in consumer durable market.
80
According to research of 30 days in Sony India ltd, it in
and vaio notebooks. Sony has credibility in these
so popular in rich class people; they
Sony is facing tough competition with Samsung &
one pricing policy, a product, professional
regarding product feature sand function, Sony is far ahead from Samsung & LG.
consumer durable market.
• The information provided by the customer.• Through the personal interaction with the help of
questionnaire. • Websites of consumer durable brands. Like
Samsung, LG
Ø www.google.comØ www.scrib.comØ www.sony.co.inØ www.samsung.comØ www.wikipedia.com/sony
Bibliography
The information provided by the customer. Through the personal interaction with the help of
Websites of consumer durable brands. Like Sony, Samsung, LG etc.
www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/sony
82
Through the personal interaction with the help of
Sony,
Name:……………….…
Profession………………
Age:……………………
Contact No:……………
Q1: Who purchase Sony Product?
a) Male b) Female
Q2: How many members in Family?
a) 3 b) 3to5 c) 5to7 d) Above 7
Q3: Technical Awareness……………….
a) Yes b) No
……….… Address:…………………….
Profession……………… ………………………………
Age:…………………… ………………………………
Contact No:…………….. Zip Code…………………….
: Who purchase Sony Product?
: How many members in Family?
: Technical Awareness……………….
84
……….
………………………………
………………………………
Zip Code…………………….
Q4: Income of customer…………………………/month
a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000
Q5: Are you actual user of Sony Product?
a) Yes b) No
Q6: which Sony Product first time you use?
a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3
: Income of customer…………………………/month
: Are you actual user of Sony Product?
: which Sony Product first time you use?
85
: Income of customer…………………………/month
Q7: Mode of payment…………
a) Cash b) Cheque c) Credit d) Master card
Q8: What is making customer satisfied of Sony Product?
a) Quality b) Customer Servicec) Brand
Q9: Influence sales person or not?
a) Yes b) No
Q10: Are you compared Sony Brand with other Brand?
a) Yes b) No
: Mode of payment…………
What is making customer satisfied of Sony Product?
Customer Service
sales person or not?
: Are you compared Sony Brand with other Brand?
86
What is making customer satisfied of Sony Product?
: Are you compared Sony Brand with other Brand?