Jaipuria Institute of Management STUDY ON SONY CORPORATION SEGMENTATION AND POSITIONING

Submitted byAanchal Mehrotra (JIML-10-001) Akansha Pandey (JIML-10-007) Akansha Verma (JIML-10-008) Ankur Singh (JIML-10-022) Ayushi Khare (JIML-10-FS-010)

Submitted toDr.Reeti Agarwal

Acknowledgement
With immense pleasure, we would like to present this report on Sony Corporation. It has been an enriching experience for us to prepare a report on topic, which would not have possible without the goodwill and support of the people around. As student of JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW we would like to express our sincere thanks to all those who helped us during the preparation of the Report. Words are insufficient to express our gratitude toward Dr Reeti Agarwal for the valuable guidance and advice. she inspired us greatly to work on this project. Her willingness to motivate us contributed tremendously to our project. We also would like to thank her for showing us some example that related to the topic of our project. Finally, an honorable mention goes to our families and friends for their understandings and supports on us in completing this project. Without helps of the particular that mentioned above, we would face many difficulties while doing this project.

JIML-10-001 Aanchal Mehrotra JIML-10-007 Akansha Pandey JIML-10-008 Akansha Verma JIML-10-022 Ankur Singh JIML-10-FS-010 Ayushi Khare

Sony Corporation
Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate with revenue exceeding US$77.20 billion (FY2010). Sony is one of the leading manufacturers of electronics, products for the consumer and professional markets. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its eight operating segments Consumer Products & Devices (CPD), Networked Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc), Pictures, Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The Sony Group is primarily focused on the Electronics (such as AV/IT products & components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. Not only do we represent a wide range of businesses, but we remain globally unique. Our aim is to fully leverage this uniqueness in aggressively carrying out our convergence strategy so that we can continue to emotionally touch and excite our customers

Market segmentationMarket segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. These can broadly be viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups. Examples:

Gender Price Interests

While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will develop different ways of imagining market segments, and create Product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage.

FACTORS INFLUANCING TO BUY SONY PRODUCTSCultural factors: These factors directly or indirectly affect the purchase or the buying behavior of a customer. The various factors under the cultural factors are: Culture: In this case, products of Sonys purchase will be affected differently based on country to country. Subculture: depends on region-to-region, people in different region have different purchasing behavior depending upon their sensitivity to brands as in here for Sony. Socio-economic class: It also depends on the income of an individual i.e. are the products affordable for customers or not. Social Factors: Social factors include: Reference groups: People who are already a member of the group i.e. who have inclination towards buying Sony products belongs to the positive membership group. Aspiration group: are those who see others and make effort to buy Sony products because they have liking for it and know that Sony products reliable.

Family: Family has the most powerful effect on the purchasing behavior of an individual where family of orientation like our parents and siblings, which play a great role in buying Sony products. Family of procreation is the impact of our spouse and kids in buying Sony products as whenever kids watch anything on the T.V. they pressurize their parents to buy the same product. Role and Statuses: Sony products have also become status symbol for the customer because of its brand name and its graphics so to maintain a status in the society, people are ready to pay money to buy product of a good quality.

Personal Factors: Personal factors include personality and self-concept: Sony comes in sincere and a competitive brand, which is updated throughout in its feature and customers and loyal towards it because of the customer satisfaction they attain from buying Sony products. Self-concept: includes Ideal self-concept where people buy Sony products because they feel that it is one of the ideal products one would like to possess so they buy Sony products. Social Self-concept: Customers want other people to see them possessing Sony products because of its brand name, features, graphics etc.

Key Psychological Factors 1. Motivation Motivation by family members, peers or any other reference group will definitely lead to the purchase of sony products. This motivation can be by way of making us familiar with various products of the brand, their features, benefits etc. 2. Perception If perception about sony is positive then it will definitely lead to the purchase of this brand. Perception can arise by watching advertisements and interpreting or perceiving that the quality of the products is very high as well as the brand assurance of durability. Perception can be negative also. 3. Learning If a behaviour has been learned for example all the products of the same brand will be good and vice-verca will either compel the purchase of the products or not. 4. Beliefs and Attitudes If belief and attitude towards the products of sony is negative then there will be no purchase and vice-verca. For example- If by searching on net we come to know that this particular brand has been criticized a lot or if we get to know any such thing from someone we will develop a negative attitude towards sony brand and will avoid purchasing any of its products. Situational Factors 1. Time If there is any occasion or any time constraint which is demanding us to go for new products then we will definitely go for the purchase of the product. Various schemes or discounts are available on festive seasons which will influence our purchase for sony products.

2. Surrounding This is in the nature of human beings that they easily get influenced by their surroundings. For instance, if most of the people in our locality are purchasing sony products, we will get influenced by it and in future will tend to purchase those products and even may shift our preference from the brand which we had been buying for long to Sony. 3. Consumer moods and motives depends upon consumer mood. if anyone wants to listen loud music then he go for Sony music system. 4. Terms- the terms and conditions motivate anyone to take product of Sony. Like free Vodafone sim if take Sony Ericson mobile handset.

Qs. On the basis of the different buying roles enumerate which role will be played by which member of your family? Ans. The different buying roles and those buying role takers have been stated as follows: 1. Initiator Initiator can be any one according to the needs and desires. If for instance a television has to be purchased then father or mother, any one can be the initiator for that purchase. 2. Influencer This role is most of the times occupied by mother and children who will influence the decision either by spreading their own knowledge regarding that product or through their various sources like advertisements, neighbors or society etc. 3. Decider This role is fulfilled by everyone, as considering everyones preference decision is taken. This shows that father, mother, sibling and myself are the deciders. 4. Buyer This role is played by the father who is the only one earning in the family. Therefore, the payment is made by him and he is considered as buyer. 5. User This role is again occupied by everyone as because everyone at home is the user of the product (television).

Qs.What kind of buying behavior wills your purchase of that particular product exhibit? Ans. There are different kinds of buying behaviour. According to the brand which we have chosen that is Sony the buying behaviour exhibited is Dissonance- Reducing buying behaviour. There is no much difference between the products of this brand and the products of other brands as well as the buyer involvement are high as because the purchase is expensive and infrequent. Therefore Sony comes under this kind of buying behaviour.

Positioning
Once a market segment has been identified (via segmentation), and targeted (in which the viability of servicing the market intended), the segment is then subject to positioning. Positioning involves ascertaining how a product or a company is perceived in the minds of consumers. This part of the segmentation process consists of drawing up a perceptual map, which highlights rival goods within one's industry according to perceived quality and price. After the perceptual map has been devised, a firm would consider the marketing communications mix best suited to the product in question.

Positioning of Sony:
Sony is one of the most recognized consumer electronics brand in the country with a regulation for new age technology, digital concepts and excellent service. The position of a company is the perception it brings about in the mind of the target customer. The first thing that comes to peoples minds of the company and products of Sony is its high-technology-filled with gadgets, electronic goods and innovation. Value proposition offered by Sony: Sony strives on innovative products that are easy for consumers to use. Sony is diverse brand that provides products and services for a wide variety of people. Sony is one of the worlds greatest brand in the eye of the consumer.

Sony products are considered to be high quality, unique and convenient maintenance. Relation between positioning and tagline of Sony: Tagline: Like. No. Other. This is Sonys new marketing tagline for its global electronic business. Its goal is to ensure that both its products and its marketing activities truly convey the uniquely joyful experiences which Sony brings to the lives of its users around the world-experiences which are Like No Other. It is therefore the hope and expectation of Sony that each individual involved in its electronics business will continue to pursue their dreams to create original and innovative ideas and will always retain a passion for technology, design and quality which is like no other. The products inspired by this brings emotional value to its users which is unique to Sony and truly like no other. Like no other aims to create a communication platform that reinvigorates perceptions of Sony electronics value propositions and emotional experiences by strongly differentiating Sony technology, products and marketing. Through like no other tagline, it aim to communicate how Sony inspires and brings joy like no other, offering unique products features and applications.

USP OF PRODUCTS OF SONY

Sony LCD TVs: Unlike other major brands, Sony mainly focuses on LCD display technology rather than plasma. In fact, Sony is considered by many as a top leader in LCD TVs.As one would expect from a leader in the field, with each new generation of LCD flat-panel TVs, Sony is offering increasingly improved picture performance, with even more features and an impressive styling.

Sony Vaio Laptops: Sony is one of the greatest companies of the world that has been very consistent in bringing the new technologies for its users and the laptop industry is being led by many fantastic Notebooks of the company. The Sony Vaio is the name that has made everyone of the world very crazy about it and a huge number of amazing series of net books and notebooks have came under this name and earned a huge round of applause from the international technology markets. Lets discuss one of the most famous and highly advance series of Vaio series the X series that has captured the attraction of every person because of its sexy and sleek style. The X series is claimed to be the series of tiniest laptops coming with very slim and smart outlook that is measuring 10.95 by 7.29 by 0.55 inches and along with that it weighs 1.6 pounds. The display is 11.1 inches and along with that it measures just 0.125inch thick plus the perfect brightness and contrast beautifully adds up to the beauty of these Notebooks. Thus overall we can say that this series of laptop is a very great one for the vaio series and with that this lightest notebook of the world will add up more beauty and style into your life.

Product Mix Classified under shopping products because SONYS products such as television, music system, camera, mobile phones are bought nowadays after gathering enough information. These products are available in only electronics stores. They are compared with other products in the category on the basis of suitability, quality, price and style. These products can be homogenous as well as heterogeneous. PRODUCT MIX TELIVISION MUSIC SYSTEMS CAMERAS LAPTOPS MOBILE PHONES ACCESSORIES AND ATTACHMENTS

11)FLATSCREEN 22)LCD 33)PLASMA

1)HOME THEATRE SYSTEM 2)MP3 PLAYERS 3)WALKMN 4)DISCMANS

1)HANDYCAM 2)DIGITAL CAMERA

1)NOTEBOOKS 2)DIGITAL DIARIES

1)SONY ERICSSON 2)I PHONES 3)SPEAKER SPECIALIASED PHONE

1)CD CASE 2)POUCHES 3)HEADPHONES 4)EARPHONES 5)MIKES

. WIDTH 6 LENGTH 19 DEPTH CONSISTENCY HIGH Product and brand is in growth stage because stage because SONY is still competing to build brand preference and increase market share. The quality of products is maintained and additional features can be added like better designing. The pricing is maintained and additional features can be added like better designing etc. the pricing of its products is also maintained and in spite of having higher prices in comparison to other brands SONY is a preferred choice for many consumers. It is also trying to penetrate into new markets by adding more distribution channels like increasing the number of exclusive SONY showrooms and outlets. It is also promoting its product aiming at a broader audience by competing on capturing market share from its competitors and competing on the basis of price as well. Bases used for segmentation are:Demographic segmentation Age Income Occupation Psychographic segmentation Lifestyle Personality Behavioral segmentation Benefits Usage rate

Level of market segmentation used is micromarketing wherein SONY uses segment marketing for its products. The different kinds of electronic goods produced by SONY are directed towards different market segments like in camera segment it has camera with varying (high to low) lens size to suit customer requirements as a camera can be used by a person to click pictures at home or for professional photography.