CUSTOMER MARKETING

Customer Marketing



Customer Marketing

Introduction

The paper discusses the concept of marketing management keeping in view the customer oriented marketing plan of Sony green TV in India. The paper highlights the current customer driven strategies, situational analysis, strengths and weaknesses of Sony, marketing mix of the product launch, the global expansion strategy, and the cost of marketing plan.

Corporate Profile

Sony Corporation was founded on May 7, 1946, under the name Tokyo Tsushin Kogyo Kabushiki Kaisha (Tokyo Telecommunications Engineering Corporation). Its founders, engineers Masaru Ibuka, and Akio Morita had the mission to create innovative products that help fulfil the dreams of his clients, and it was. In 1958 Tokyo Tsushin Kogyo was established in Japan as a leading manufacturer of tape recorders, one of its first products (Nathan, 2000, p. 25). That same year, the founders changed the company name to Sony Corporation - a name easier to pronounce than help the company in its global expansion. More than 50 years after its launch, Sony is an undisputed world leader in entertainment, beginning with its division of Electronic products consisting Audio, Video, TV, information and communications, electronics and other equipment. Its business divisions stretch of games, music (Sony Music Entertainment, Inc.), Film (Sony Pictures Entertainment), Insurance (Sony Life Insurance Co., Ltd.), and various other businesses (Nathan, 2000, p. 34).

Sony's Customer Related Marketing Strategy

The brand management of Sony has become extremely important in competitive environments today. It can lead to an intangible asset priceless of sustaining competitive advantage. The Sony brand exists as long as it exists in the mind of its current or potential consumers. Specifically, the products of Sony are made with the concerns of people and companies that sell their products and/or services. Consumers see the brand as an important part of the product and brand choice can add value. For example, most consumers see an unmarked Television be perceived as inferior, even though the performance is same as Sony brands. Therefore, decisions about brand choice are an important part of Sony's product strategy.

Brand decisions are key marketing strategy of Sony. Vital services like after sale services work on the basis of their brand image. A brand can either create miracles or a disaster for a company. Therefore, a lot of care is given in respect of branding a Sony product.

The brand image of Sony's products is the quantitative and qualitative results of all the communications that are made with the market audience. The concept of market audience covers the customers or consumers that will use the product or service as well as the competitors who will be in the market. Each and every audience with which communication is established, consciously or unconsciously, in a planned or unexpected situation, an image is formed on the individual or institution with which it interacts (Chang Sea, 2008, pp. 210-236).

The need of empowerment and strength comes from the normal management strategies which, based on their products or services and, in line with its commercial department, seeking the best way to communicate ...