MARKET SURVEY ON SONY TELEVISION

BY :
GAZAL (14202255)
ANURAG (14202256)
SWETA (14202254)
HARISH (14202260)

CONTENT

INTRODUCTION

OBJECTIVE OF THE SURVEY

RESEARCH METHODOLOGY

DATA SOURCE

ANALYSIS AND INTERPRETATION

SWOT ANALYSIS

STRATEGIES OF 4Ps

LIMITATIONS

CONCLUSION

RECOMMENDATIONS

SONY CORPORATION

Sony is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, japan.

Founded by Akio Morita and Masaru Ibuka in 1946 and the word Sony is derived from the name
sonus , the latin word for sound.

First product of Sony - tape recorder called type-g

In 1958, company formally adopted sony corporation as its corporate name.

Sony introduced the smallest and lightest television in 1962.

Established its operations in India in November 1994.

With brands names such as Bravia, Xperia, Alpha, Headphones, Handycam, Cyber-shot, sony hi-fi
and PlayStation, sony has established itself as a value leader across its various product categories of
audio/visual entertainment products

The current slogan of the company is Sony - be moved

SONY INDIA

Established its operations in India on 17 th November 1994, New Delhi.

It mainly focuses on the sales and marketing of Sony products in India.

Ihe Managing director of Sony India is Mr. Kenichiro Hibi

In 2005 the company then introduced the Bravia name.

Bravia is an In house brand owned by Sony which produces high-definition LCD televisions,
projection tvs and front projectors, home cinemas and the Bravia home theatre range

Sonys LCD market increased from 12% in 7 to 14% in 2009, 107 million units were sold in 2009 ,
the increase of sales were 43% higher than 2008.

OBJECTIVE OF THE SURVEY

To know customer opinion about Sony Television.

To analyse the level of satisfaction towards Sony Television.

To study the performance of Sony Television in Indian Market.

To find out problem faced by customers.

RESEARCH METHODOLOGY
SAMPLE AND QUESTIONNAIRE

The present study is based on primary data and secondary data.

Questionnaires were E-MAILED to a sample of 30 respondents who were surveyed.

Simple random sampling method was adopted for the survey.

They were asked about their Demographic background including age, education level.

The secondary data was collected from sony.co. and wikipedia.

DATA COLLECTION
SAMPLE SIZE : 26
AGE : 20-25

RESPONDENTS

42%
58%

MALE

FEMALE

HOW MANY PEOPLE USES SONY TELEVISION ?

HOW IS THE PICTURE CLARITY ?

Chart Title
Good; 20%
Very Good; 36%

Very Good
Excellent
Good
Excellent; 44%

IS THE PRICE OF THE PRODUCT GENUINE AS

COMPARED TO OTHER BRANDS ?
Chart Title
Not sure; 12%
No; 8%
Yes
Not sure

Yes; 80%

No

HAVE YOU SEEN SONY TV AD ?

Chart Title
No; 12%

Yes; 88%

Yes

No

WHICH T.V BRAND YOU WILL PREFER ?

SAMSUNG; 30%; 33%

SONY; 50%; 56%

L.G; 7%; 8%
PHILIPS; 3%; 3%

SAMSUNG
L.G
PHILIPS
SONY

RATE THE SONY TELEVISION IN THE

SCALE OF 1 - 10
NO OF PERSON
5%

5% 5%

16%

5%

32%

10

32%

SWOT ANALYSIS
STRENGTH
Sony has got a strong brand image which is known globally by most people in the world.
Sound and picture quality of Sony television has a bench mark.

WEAKNESS
Sony market is eroded by LG, Samsung and Panasonic in India.
This was mainly due to the fact that the price of other brands are lower than that of Sony and the
products also has more features.
The decline in its sales has led Sony reporting losses for the past 5 years.

OPPORTUNITIES
Electronic market is expected to grow
Joint ventures and Strategic acquisitions
Sony has invested and improved their marketing strategies in order to attract new
customers and created awareness as well as trust from the consumers.
One successful advertising technique is the companys partnership with FIFA

THREATS
Black market
Competitors in the market.

CONCLUSION
It was made clear that the Sony Television is the market leader. Sony Television has
to come up with more innovative promotional campaigns in order to gain more
consumers.
Most of the respondents have expressed a positive note on factors like company image,
price and perfection.
Sony Television has good reputation. Even though consumers are looking for a better
one. We hope that Sony will make it.
Customer satisfaction index is a good tool to make
improvements in the products and services of the company and therefore should utilize
carefully and kept as confidential as possible.

RECOMMENDATION
Company should improve/upgrades its employees product knowledge, market
situation and its competitors knowledge by giving proper training to employee.
The Company should not only concentrate on the customer satisfaction but also
monitor their competitors performance in their area of operations.
The Company should make changes according to the other competitors &
according to the customers expectations.
The company should keep in mind the need of young generation and innovation.