MARKETING MIX

Marketing Mix - Sony



Marketing Mix- Sony

Question 1: marketing mix of Organisation

Marketing Mix is a major concept in modern marketing and involvespractically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer andorganizational objectives are attained, i.e. Marketing mix is a model of craftingand implementing marketing strategy.

In this assignment, I will discuss the major marketing mix variables asclassified by Prof. E. Jerome McCarthy which are:

i.Product

ii.Price

iii.Place (Distribution)

iv.Promotion

Throughout the assignment I will prefer to use my reference to Sony Corporation.

I will refer to this company how it has diversify its market products,the price range, places for distribution and the promotional strategies they haveused to promote their products.I will also try to find out if the current marketing mixes used by the Sonycorporation are satisfactory or not. Also I will give suggestion to the Sony Corporation regarding themarketing mix.

Sony Corporation is a multinational conglomerate corporationheadquartered in Tokyo, Japan, and one of the world's largest mediaconglomerate with revenue of US$88.7 billion (as of 2008) based in Minato,Tokyo. Sony is one of the leading manufacturers of electronics, video,communications, video game consoles and information technology products for the consumer and professional markets. Its name is derived from Sonus, theGreek goddess of sound.Sony Corporation is the electronics business unit and the parent companyof the Sony Group, which is engaged in business through its five operatingsegments—electronics, games, entertainment (motion pictures and music),financial services and other. These make Sony one of the most comprehensiveentertainment companies in the world. Sony's principal business operationsinclude Sony Corporation (Sony Electronics in the U.S.), Sony PicturesEntertainment, Sony Computer Entertainment, Sony BMG Music Entertainment,Sony Ericsson and Sony Financial Holdings. As a semiconductor maker, Sony isamong the Worldwide Top 20 Semiconductor Sales Leaders. The company'sslogan is Sony. Like no other.

Product

The first market mix element is Product. A product is anything that can beoffered to a market for attention, acquisition, use or consumption that mightsatisfy a need or want [1].Product decision normally base on brand name, Functionality, Styling,Quality, Safety, Packaging, Repairs and Support, Warranty, accessories andServices. These product attributes can be manipulated depending on what thetarget market wants. Also, customers always look for new and improved things,which is why marketers should improve existing products, develop new ones,and discontinue old ones that are no longer needed or wanted by the customer.Sony has a variety of products ranging from electronic devices, gamesand entertainment. So, briefly Sony products can be categorized in the followingmajor product categories:

i.Television and Projectors.

ii.Home video.iii.Home Audio.

iv.Home Theatre system.

v.Digital Photography.

vi.Hand cam video camera.

vii.Computer Peripheral.

viii.Portable Audio.

ix.Game.

x.In-Car entertainment.

xi.Mobile phones.

xii.Storage and Recording media.

xiii.Batteries and Charger.

xiv.Other Accessories

A. Television and Projectors

In the category of television and projector, Sony has further subdivided itsproducts in different models, style and performance[2]. In this category we haveseveral other sub categories and designs which are:

i. Bravia LCD TV.

ii. CRT TV.

iii.Home theatre projector

iv.Business Projector.

v.Public Display Panel.

As it can be seen above, Sony has tried to cover many areas where theneed of displaying devices are of great ...