With a product range from electronics to motion pictures, this business giant has a strong foothold on a truly wide gamut of industries. Let us see, what exactly goes into maintaining a robust image in terms of brand in the ever changing Indian market.
  • Sony is a Japanese multinational corporation with its headquarters placed in Konan, Minato, Tokyo.
  • It is the electronics business unit and the parent company of the Sony Group which is engaged in business through its 4 operating components – electronics (AV, IT & communication products, video games, network services), motion pictures (movies and TV shows), music (record labels and music publishing) and financial services (banking and insurance).
  • On May 7 , 1946, after the end ofWorld War II, Masaru Ibuka started a radio repair shop in a bomb-damaged Shirokiya department store building in the Nihonbashi district of Tokyo.Next year, he was joined by his colleague, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering Corporation).
  • The name “Sony” was chosen for the brand as a mix of two words. One was theLatin word “sonus“, which is the root of sonic and sound, and the other was “sonny”, a common slang term used in 1950s America to call a boy.
  • Sony is known for its superior quality and service. Products manufactured by Sony Corporation include Mobile phones, televisions, motion pictures, semiconductors, audio devices, video cameras etc.
  • Sony tries to price its product in a very strategic manner. For instance, they try to have  a  three-tiered pricing strategy, which appeals to the economy buyers, the middle-class buyers and high-end buyers.
  • Whenever Sony Corporation launches a new product, which has some unique features, they try to go for skimming pricing strategy.
  • They charge a higher price for their unique product when its launched and it gets decreased gradually. The whole idea behind this is that this strategy helps in profit maximization when the product is launched and when the price decreases it boosts sales volume.
  • Sony always designs marketing plans based on their distribution channel. Their distribution channel consists of the manufacturer, retailer and then the customers. They mainly practice selective distribution of their products from very selective dealers such as SONY WORLD.
  • Their distribution network covers over 7000 channel partners, more than 260 Sony outlets and 21 branch locations. In India, they use one level distribution channel.
  • Their tagline“Make. Believe” passes a message to unite initiatives across network services, electronics, mobile phones, music, and movies. It also symbolizes Sony’s essence of innovation and creativity.
  • They use a lot of celebrities to endorse their products. In the past, the faces of their products were big actors like Deepika Padukone and Kareena Kapoor.
  • Sony uses modes like newspapers, televisions, billboards, magazines and so on to advertise their products. They have a very dominant web marketing. They use various pdf brochures and videos to ensure customers understand their products and businesses.
  • Along with this they also offer cards with redeemable points when someone makes a purchase. They basically concentrate on the pull strategy for attracting customers.


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