Professional Documents
Culture Documents
Previously
Sept 1959, first television broadcast in India from New Delhi. The expansion of the coverage propelled the growth of Indian TV manufacturing Industry. After 1969, government issued licenses for manufacturing
Small scale companies
By 1975, 0.35m households had TV Also, the TV industry grew by almost 40% annually for the years 1971-1981.
Market Share of TV in Consumer Electronics went up from 11% to 62%
Introduction(1982-84)
The first ever experimental color TV broadcast was on December 1979.
Indian Trade Fair
The first color TV Broadcast on a national channel started in August 15, 1982.
Independence Day Broadcast
In 1982, 22 firms were given permission to start manufacture from imported kits
One time exception for Asian Games
In January 1984, the first indigenously manufactured Color Television was released.
Maturity (1986-89)
A lot of competition Technology upgrades for the components Policy was such that large players had become stronger.
Brand Loyalty was low as now benefit for being loyal Comparative Pricing
Introduction (2004-2006)
LCD TV and Plasma TV were introduced Initially was highly priced Available in large sizes only
Plasma TV
The sales have increased by a small margin Prices are still high for mass consumer appeal
Brand Identity
INNOVATION:
All BRAVIA HDTVs designed to meet or exceed Energy Star Specifications Innovative technology that self adjusts backlight to save power Light Sensors automatically adjust brightness of screen to maximize viewing quality and minimize energy consumption Presence Sensor that turns off the backlight when no motion in room is detected
Brand Identity
Design Building high performance, easy-to-use and beautiful products with a distinctive Sony-flair BRAVIA ZX1 series, Ultra Thin Televisions , world s lightest 40V- format LCD TV at 12.2 kg and slimmest measuring a mere 9.9mm Wireless functionality- flexibility when placing TV in any interior Won 20 2011 iF Design Awards including 4 gold
Brand Personality
Titled Walkman has landed strategically communicated the lifestyle attributes of Sony Walkman to Gen Y Based on personal freedom, independence, imagination and creativity in a way that appealed to new techno-savy, style conscious consumers who favor digital downloading Featured an alien character who is diverse and knows how to have fun
Brand Communication
Advertising: Through TV advertisements: Featured Kareena kapoor in its Go Vivid Campaign to promote VAIO laptops and computers, Deepika Padukone for the Superzoom campaign to promote Cyber Shot range of digital cameras Targeting favorable TV programs like sports Through Newspaper Direct Response Advertising Promotion: Through Sony cards and Play station Card Discount Coupon Program
Brand Image
Sony is not differentiated enough to compete on the level of Apple. So people buy its competitor Samsung and LG, which makes product that looks about the same and is perhaps not of equal quality, but good enough
Growth Strategy
Sales Channel Expansion Service Operation Enhancement Aggressive brand promotion Introduction of an innovative product line up India among the top 10 priority markets Aim to attain No. 1 position in terms of market share, brand value and customer satisfaction in the Indian Market
VALS 2 Profiling
TV Industry
VALS 2
Serial Segment 1 2 3 4 5 6 7 8 Innovators Thinkers Achievers Experiencers Believers Strivers Makers Survivors Population 8% 11% 13% 12% 16% 13% 13% 14% Views About TV Light TV viewers Educational and Public Affairs Programmes Average TV watchers Almost nil, busy socializing Watch TV more than average Prefer TV to reading Listen to radio Watch TV often
Sony Corporation
Marketing Plan
Product
Sony India has segmented its television & projector portfolio as :
Sony Bravia LCD TV Public display Panel Projector TV Accessories.
Product