Market Analysis of Sony Bravia in India
Post Graduate Program in International Management
2013 – 2015
Marketing Planning
Prof. J. N. Godinho
Group Project: The Final Report
SONY BRAVIA
Group 1:
13PGPIM – 01 Aasima Azra Akbar Mirza
13PGPIM – 08 Bhawna Mehta
13PGPIM – 09 Devesh Saini
13PGPIM – 18 Sanket Mantri
13PGPIM – 25 Shashank Gupta
13PGPIM – 40 Alberto Pozzi
MANAGEMENT DEVELOPMENT INSTITUTE
GURGAON 122001
Sony BRAVIA
Table of Contents:
Executive Summary
2
Main Report
3
Introduction
4
Environmental Analysis
5
SWOT Analysis
9
Customer Behaviour Analysis
14
Competitor Analysis
20
Segmentation
25
Targeting
29
Positioning
31
Conclusion
33
Survey Results
34
References
36
Marketing Planning – PGPIM 2013 - 2015
1
Sony BRAVIA
Executive Summary
Sony India Private Limited was established on 17th November 1994. The products of
Sony India include Bravia, Cyber-Shot, Vaio, Walkman, PlayStation, Xperia etc. For our market analysis, we have selected Bravia. Bravia stands for Best Resolution
Audio Visual Integrated Architecture. Sony India sold 11 lakh Bravia televisions in the year 2012-13 and occupied the joint 2nd position with LG in the market with a market share of 21%.
The impact of various microenvironmental factors such as competitors, suppliers, customers, substitutes and new entrants and macroenvironmental factors such as political, economical and technological was analysed.
The SWOT analysis of Sony Bravia was carried out by analysing the strengths, weaknesses, opportunities and threats faced by the product.
The consumer behaviour analysis was done by studying the, consumer psychology, consumer characteristics such as cultural, social and personal factors and consumer buying behaviour. The buying process was analysed in detail by studying the five factors which are problem recognition, information search, evaluation of alternatives, purchase decision and post purchase
2013 – 2015
Marketing Planning
Prof. J. N. Godinho
Group Project: The Final Report
SONY BRAVIA
Group 1:
13PGPIM – 01 Aasima Azra Akbar Mirza
13PGPIM – 08 Bhawna Mehta
13PGPIM – 09 Devesh Saini
13PGPIM – 18 Sanket Mantri
13PGPIM – 25 Shashank Gupta
13PGPIM – 40 Alberto Pozzi
MANAGEMENT DEVELOPMENT INSTITUTE
GURGAON 122001
Sony BRAVIA
Table of Contents:
Executive Summary
2
Main Report
3
Introduction
4
Environmental Analysis
5
SWOT Analysis
9
Customer Behaviour Analysis
14
Competitor Analysis
20
Segmentation
25
Targeting
29
Positioning
31
Conclusion
33
Survey Results
34
References
36
Marketing Planning – PGPIM 2013 - 2015
1
Sony BRAVIA
Executive Summary
Sony India Private Limited was established on 17th November 1994. The products of
Sony India include Bravia, Cyber-Shot, Vaio, Walkman, PlayStation, Xperia etc. For our market analysis, we have selected Bravia. Bravia stands for Best Resolution
Audio Visual Integrated Architecture. Sony India sold 11 lakh Bravia televisions in the year 2012-13 and occupied the joint 2nd position with LG in the market with a market share of 21%.
The impact of various microenvironmental factors such as competitors, suppliers, customers, substitutes and new entrants and macroenvironmental factors such as political, economical and technological was analysed.
The SWOT analysis of Sony Bravia was carried out by analysing the strengths, weaknesses, opportunities and threats faced by the product.
The consumer behaviour analysis was done by studying the, consumer psychology, consumer characteristics such as cultural, social and personal factors and consumer buying behaviour. The buying process was analysed in detail by studying the five factors which are problem recognition, information search, evaluation of alternatives, purchase decision and post purchase