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
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 constan my course.
I express my deep gratitude towards Mr.Vive
for giving me permission to do the project in their organization and their valuable guidance at the company during th
Kanpur.
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 declare
report 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 used acknowledged.
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 unp
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 the industry.
In India, Sony has its foo
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 exclu
are 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.
5
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 Introduction Objective of Study Limitation of Study 2 Research Methodology Marketing Research Research Methodology Research Design &Sampling Data collection 3 Company Overview Background of Company Company Profile Product range
Comparison of Sony & LG Comparison of Sony & Samsung SWOT Analysis
4 Marketing Strategies
Marketing Strategies Competitors
Milestone 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 15-20Data 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
6Introduction
Introduction
7
The essay intends to discuss why it is
understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay
intends to determine the importance of
marketing planning and its need of understanding a company’s rival. Through the essay a better understanding of
marketing planning, and the made.
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
8
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 su
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. This training gives me a substanti
serves 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 P
Pradesh”
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 m
marketers 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.
9
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 has
give answer.
2) Language barrier is well 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
10
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
Research
Methodology
Research
Methodology
11Research
Methodology
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 Competition
Ø Helps to Decide Target Markets Ø Maximize Profits
Ø 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 DecisionsSurvive the Competition
Helps to Decide Target Markets Maximize Profits
Increasing the Sales
12
“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
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.
13
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.
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.
14
“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 organization
Minimizing 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
15
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
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.
16
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
Type of Sampling
1.
Pure research
It is done only for sake of knowledge
apply 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 de
making applied research is carried on. Means applied research is problem oriented and action directed
practice 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.
17
. 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 applicati
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.
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.
18
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 controlled
experimental 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 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 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
19
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
Sample design:-
A procedure or plan drawn up before any data i
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.
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.
20
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.
For example if you feel that your typical customers will be male between 18-23, female between 26
respondents you interview should be made up of this group, i.e. a quota is given.
The judgment sample
A judgment sample is obtai
someone 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
21
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 first observation 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
22
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
23
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 availabili making 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
24
"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.
Company
Overview
Company
Overview
25Company
Company Overview
Company: Managing Director: Date of Establishment: Location: Staff Strength: Share Capital: Share Holding: Branch Offices:Company Overview
Mr. Masaru Tamagawa November 17, 1994A-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, Ahmadabad
Cochin, 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,
Business Activities:
Marketing, Sales and After
electronic products & software exports Products: Televisions, Hi
Theater 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 exports Products: 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.
27
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 Corporation
with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the
of consumer electronics
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
are awarded to those whose
manufacture and marketing. Sony continually makes and offers new products, most of which are tested in
Sony has been particularly successful in the United States market; however, it is outsold
Matsushita, 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).
28
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 satisf
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 the industry.
With brands names such as shot‚ 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 dire 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 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 well
provides the kind of attentive and sensitive service that is rare today.
and distributors, 240 exclusive Sony outlets and 19 dire 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 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 kicked their 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 .Son
better, smaller and more innovative than ever thought possible.
Sony Corporation luding audio visual
broadcast, 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 industries visual electronics, information technology, broadcast, telecommunications, entertainment, satellite
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 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 inc information 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
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 the
culminated in a new relationship when inspired by a
friendly 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 difference
in 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 sell
Their 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
Product range
of Sony
33Product range
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 Camera
16.2 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 64
Ø 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 Display Ø Swift and smooth touch experience with quick view and quick touch
VAIO Notebook
sSeries
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 Display Swift 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 Sensor29.8 mm wide angle Sony G Lens with Active Mode
Walkman® MP3 Players
Superior sound quality Superior visual quality
36
•
Blu-ray Disc™ Players
•
Digital SLR / SLT Cameras
Ø 10fps continuous shooting with auto focus Ø Quick AF Full HD Movies Recording Ø 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
PlayStation®3
Console 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 Digital
LPCM 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 kgCell 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
Ø
Home Theatre Systems
Ø
Ø
Home Theatre Systems
Headphones
Hi-Fi System
Ø
Voice Recorders
Ø
Storage & Recording Media
Ø
Voice Recorders
Storage & Recording Media
Business & Professional
40
Storage & Recording Media
Comparison of
Sony and LG
Comparison of
Sony and LG
41Comparison of
Sony and LG
Sony(BX320)
Bravia Engine
HD Ready
Digital Noise Reduction
2 HDMI
Sony(CX320)
Bravia Engine
HD Ready
Digital Noise Reduction
2 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
COMPARISION
OF SONY AND
SAMSUNG
COMPARISION
OF SONY AND
SAMSUNG
43
COMPARISION
OF SONY AND
Sony(CX320)
Bravia Engine
HD Ready
Digital Noise Reduction
2 HDMI FM Radio Light Sensor USB Sony(NX520) Bravia Engine Full HD
Digital Noise Reduction 2 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
SWOT
Analysis of
Sony
45of
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 & Training
update
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 consumer of its better service
ü It has a professionalism, good service attitude and knowledgeable staff and employee.
ü Because of keen foresightedness of future customer perception, Sony can
Threats
ü Unfavorable foreign exchange rate margins
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.
Marketing
Strategies
Marketing
Strategies
48Marketing
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 term
from 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; policies
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).
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 search
bounded 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 effe
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 profit capabilities. Strategic marketing
the product it has with less difficulty and more readiness to face competitors. Strategic marketing
uses 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, policies
decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a company’s products 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 effe
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 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.
