Group Name

THE
SUPERIOR
Group Leader
Umer Khalid khokhar (32)

Group Members

Adeel Ilyas (26)

Razi Ahsan (30)
Hammad Tariq (01)
Muhammad Waqar (29)

DEDICATION

IdedicatemythisprojecttoAllah Almighty
Whohascreatedmeashumanbeingandhelps
meindifficulties,andmyparents (especially
father, mother and our instructor Sir Ahmad
Ashraf) bywhomwhishes,Ihavereached
Atthisstage.

 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 analysis
Executive 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 toexcellence.
Consistently deliver superior quality and value
in our products and services.
Maintainacommitmenttoinnovationforcontin
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.

slogan
Light aye ya na aye TV chalta jaye.

Macro-Environment.
Political forces
Economic forces.
Social
Technological.

Product mix:
Core benefits.
Actual benefits
Augmented benefits.

WEAKNESSES
Wide distribution

On battery mode 1

around 130 outlet.

Focus on
entertainment of
customer.
Low consumption.
Save electricity.

speaker operate and

other is off.
18-25% reducement
in brightness of LCD.

BRAVIA LCDs
Sony tablets
Home theatre system
Handy camcorder
Head phones
VAIO notebook
In car entertainment
Cyber shot camera
Blu ray Disc player

Introduction
Growth
Maturity
Decline

BCGMATRIX

Product/Market Expansion Grid

ExistingProduct
Existing
Market

New
Market

NewProduct

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.

SWOTAnalysis
Strengths
Weakness
Opportunities
Threats

1.Pricing objectives
2.Pricing methods
3.Pricing strategies
4.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

Promotional Goals
Promotional Mix
Strategies
Sales promotion
Advertisement

F.M radio

106
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after news

ANY QUESTION ?