Marketing Plan for Sony Xpreia
Contents
Executive Summary
The following report is a marketing plan for Sony Ericson Mobile in Australia for the 2012-2013 financial year.
The Sony Ericson brand continues to grow in unpopularity after several years of underperformance. This has occurred due to Sony Ericson trying desperately to hold onto its premium brand image that comes with a high cost and not focusing its resources on finding the right target market that suites its technology and innovation.
The marketing plan will focus on the mobile market and critically analyse this market in Australia. Also analysing Sony Ericson as a company, as well as its competitors, customers and SWOT analysis.
Sony Ericson has missed a critical market that its innovative technology would fit perfectly with. This report will argue that by incorporating the tween market through this marketing plan Sony Ericson will be able to stop the growth in unpopularity that it has created over the last few years. Introduction
In this report the Sony xperaplay smart phone will be critically analysed in terms of its market segmentation, current objectives, the market it targets, Sony occupies an irreplaceable position in the gaming world, and its subsidiary, Sony Ericsson, also has strong competitiveness in the mobile phone industry. Sony combined mobile techniques with their own gaming technology, which created the Sony Ericson Xperia Play.
Xperia Play is a mobile phone with incredible game function which is targeted at young adults and gamers, and has a good reputation within the customers. The marketing strategy that was implemented has directly targeted a specific market, young adults. As a result of this it has made the product have a fairly subjective target market which Sony can seek to increase potential target market by repositioning the Xpera Play phone towards a younger audience.
This campaign will reposition it to focus on tweens.
Situational Analysis
Sony Ericson
Executive Summary
The following report is a marketing plan for Sony Ericson Mobile in Australia for the 2012-2013 financial year.
The Sony Ericson brand continues to grow in unpopularity after several years of underperformance. This has occurred due to Sony Ericson trying desperately to hold onto its premium brand image that comes with a high cost and not focusing its resources on finding the right target market that suites its technology and innovation.
The marketing plan will focus on the mobile market and critically analyse this market in Australia. Also analysing Sony Ericson as a company, as well as its competitors, customers and SWOT analysis.
Sony Ericson has missed a critical market that its innovative technology would fit perfectly with. This report will argue that by incorporating the tween market through this marketing plan Sony Ericson will be able to stop the growth in unpopularity that it has created over the last few years. Introduction
In this report the Sony xperaplay smart phone will be critically analysed in terms of its market segmentation, current objectives, the market it targets, Sony occupies an irreplaceable position in the gaming world, and its subsidiary, Sony Ericsson, also has strong competitiveness in the mobile phone industry. Sony combined mobile techniques with their own gaming technology, which created the Sony Ericson Xperia Play.
Xperia Play is a mobile phone with incredible game function which is targeted at young adults and gamers, and has a good reputation within the customers. The marketing strategy that was implemented has directly targeted a specific market, young adults. As a result of this it has made the product have a fairly subjective target market which Sony can seek to increase potential target market by repositioning the Xpera Play phone towards a younger audience.
This campaign will reposition it to focus on tweens.
Situational Analysis
Sony Ericson
References: Principles of marketing (5th ed.). Kotler, Philip; Gary Armstrong, Veronica Wong, John Saunders (2010). "Marketing defined". .). p. 7. Retrieved 2009-10-23. A Framework for Marketing Management (4th ed.). Pearson Prentice Hall. 2009.ISBN 0-13-602660-5. principles and practice (4th ed.). Adcock, Dennis; Al Halborg, Caroline Ross (2001). "Introduction". Marketing p. 15. Retrieved 2009-10-23. ‘Marketing Management: Strategies and Programs", Guiltinan et al., McGraw Hill/Irwin, 1996 "In the Mix: A Customer-Focused Approach Can Bring the Current Marketing Mix into the 21st Century". Dev, Chekitan S.; Don E "Swarming the shelves: How shops can exploit people 's herd mentality to increase sales". The Economist. 2006-11-11. p. 90.