Sony Marketing Plan
Executive Summary
Sony Mobile Communications is a multinational mobile phone company and is a subsidiary of Sony Corporation.
Problem Recognition
Chart 1: Smartphone Operating Sales in Q4 2011
[pic]Source: Gartner 2011
Sony has been developing solid phones for more than a decade now, however, it has not been very successful in the smart phone industry. Referring to Chart 1, Sony only has 5% of the market share of the smart phone sales during 4th quarter of 2011. The lack of market share is due to two major reasons. First, there is a lack of awareness with Sony phones. Sony has not spend nearly as much money on advertising compared to competitors, such as Apple and Samsung. Second, Sony's smart phones are currently not technologically as good as its competitors. In the phone market, customers care about the features and specifications of the phones and Sony has not delivered.
Marketing objectives of Sony Mobile
1. Increasing customer awareness of Sony’s new products by expanding the promotion channels 2. Targeting the Asian markets 3. The mobile technologies should be competitive with Samsung 4. Increasing the Andriod market share
Marketing Mix Strategies
Product
1. Enhancing product technologies
With the continuous development of advanced technologies, Samsung has become a leader in the Android smart phone market. In order to compete with Samsung, Sony needs to invest more in research and development for creating attractive devices with better technologies and capabilities. Comparing between a 2012 model from Sony Xperia S and a 2011 model Samsung Galaxy S2 indicates that the screen, weight and storage expansion technologies in Samsung are better than Sony Xperia S. While only the camera and battery technologies in Xperia S are better than Galaxy S2. This shows a critical issue because Samsung’s older devices are more technologically advanced than Sony’s latest devices. In todays’ smartphone market, developing and
Sony Mobile Communications is a multinational mobile phone company and is a subsidiary of Sony Corporation.
Problem Recognition
Chart 1: Smartphone Operating Sales in Q4 2011
[pic]Source: Gartner 2011
Sony has been developing solid phones for more than a decade now, however, it has not been very successful in the smart phone industry. Referring to Chart 1, Sony only has 5% of the market share of the smart phone sales during 4th quarter of 2011. The lack of market share is due to two major reasons. First, there is a lack of awareness with Sony phones. Sony has not spend nearly as much money on advertising compared to competitors, such as Apple and Samsung. Second, Sony's smart phones are currently not technologically as good as its competitors. In the phone market, customers care about the features and specifications of the phones and Sony has not delivered.
Marketing objectives of Sony Mobile
1. Increasing customer awareness of Sony’s new products by expanding the promotion channels 2. Targeting the Asian markets 3. The mobile technologies should be competitive with Samsung 4. Increasing the Andriod market share
Marketing Mix Strategies
Product
1. Enhancing product technologies
With the continuous development of advanced technologies, Samsung has become a leader in the Android smart phone market. In order to compete with Samsung, Sony needs to invest more in research and development for creating attractive devices with better technologies and capabilities. Comparing between a 2012 model from Sony Xperia S and a 2011 model Samsung Galaxy S2 indicates that the screen, weight and storage expansion technologies in Samsung are better than Sony Xperia S. While only the camera and battery technologies in Xperia S are better than Galaxy S2. This shows a critical issue because Samsung’s older devices are more technologically advanced than Sony’s latest devices. In todays’ smartphone market, developing and