An Experiential Marketing Case Study of Sony
Introduction
This paper is attempted to study Sony Corporation as a live brand in terms of experiential marketing concept. It contents true experience and observation of mine from an opening exhibition of Sony Corporation (see appendix 1) to be formed the primary sources of data. As an observer of the exhibition, I will use my own experience from it to combinative with experiential marketing concept theories to indicate the factors within Sony’s experiential marketing performance. This report will comprise a general idea of what experiential marketing is, and how it affects by inter-dependencies within the market and economic theories.
Experiential marketing of Sony Corporation
Sony was founded its brand 64 year ago, it creates innumerable products and marketing sales miracle in all over the world (see appendix 2). It has three core business orientations - electronic equipment, games and entertainment, which aim to server customer convenient technology products for entertainment. And then, through interaction activities with their customer to let them recognise the brand by first sight, and would like to have the unique product that others may not have from them. This victory in such a fierce electronic products market competition, not only because of high quality products Sony offered to customer, but the successful experiential marketing promotes method – experiential exhibition.
Experiential marketing has become a cornerstone of recent retailing industry (Petkus, 2004). Economists identified this kind of experiences as services different with services are from goods. It is required higher desire on marketing strategy for organisation to achieve customer’s emotional need. Customer as an essential component of a marketing system, the twofold of marketing is to attract new customers and maintain current customers by satisfaction (Kotler et. al, 2010). As the biggest electronic equipment manufacturing company (see appendix 2), Sony Corporation has devoted to
This paper is attempted to study Sony Corporation as a live brand in terms of experiential marketing concept. It contents true experience and observation of mine from an opening exhibition of Sony Corporation (see appendix 1) to be formed the primary sources of data. As an observer of the exhibition, I will use my own experience from it to combinative with experiential marketing concept theories to indicate the factors within Sony’s experiential marketing performance. This report will comprise a general idea of what experiential marketing is, and how it affects by inter-dependencies within the market and economic theories.
Experiential marketing of Sony Corporation
Sony was founded its brand 64 year ago, it creates innumerable products and marketing sales miracle in all over the world (see appendix 2). It has three core business orientations - electronic equipment, games and entertainment, which aim to server customer convenient technology products for entertainment. And then, through interaction activities with their customer to let them recognise the brand by first sight, and would like to have the unique product that others may not have from them. This victory in such a fierce electronic products market competition, not only because of high quality products Sony offered to customer, but the successful experiential marketing promotes method – experiential exhibition.
Experiential marketing has become a cornerstone of recent retailing industry (Petkus, 2004). Economists identified this kind of experiences as services different with services are from goods. It is required higher desire on marketing strategy for organisation to achieve customer’s emotional need. Customer as an essential component of a marketing system, the twofold of marketing is to attract new customers and maintain current customers by satisfaction (Kotler et. al, 2010). As the biggest electronic equipment manufacturing company (see appendix 2), Sony Corporation has devoted to