Detailed Study of the Marketing Mix of Sony with All 7Ps Explained

About Sony

Sony is a Japanese corporation, founded in 1946 is headquartered in Konan, Minato, Tokyo founded by Masaru Lbuka and Akio Morita. It was ranked 141st on the 2024 Fortune Global 500 list and 47th as the World’s most valuable brand by Forbes magazine.

Sony India Pvt Ltd. (the Indian subsidiary of Sony Corporation of Japan), is headquartered in New Delhi and is one of the largest TV manufacturers in India, with operations in all major towns and cities. Their network of “Sony Centre” stores is rapidly becoming a prominent feature of the Indian electronics landscape, further solidifying their brand’s recognition and market share.

Current News about The Sony Brand

1. Sony India unveils new 4K Bravia series with smart Google TV
2. Sony Launches  “For The Music,” A New Audio Brand  Platform Putting Creator Vision First.
3. Sony Research Award Program’ to Start Accepting Submissions Focused on Emerging and Innovative Technology Development.
4. Sony Collaborates with Fnatic for its INZONE™ Gaming Gear Development.
5. Sony and Astellas Enter into Collaborative Research Agreement to Discover a Novel ADC Platform for the Oncology Field.
6. Sony launched the PlayStation 5 Slim gaming console in the Indian market on April 5th, 2024. To attract customers, Sony announced special “Summer Sale” offers on the PlayStation 5 Slim in India.

Target Audience of Sony

Now we have a clear picture of the company and its target audience, let us dive straight into the marketing mix of the company.

Marketing Mix of Sony

Marketing mix refers to a set of planning, actions, or tactics that a company undertakes to promote its brand or product in the market. While the product is significant, it needs other elements to be successful, such as price, place, and promotion.

It helps to make sure that the company is offering the right product for the right price at the right time and in the right place to its customers. Now that you have a clear understanding of the marketing mix, let’s take a closer look at Sony’s marketing mix.

1. Product Strategy of Sony

Sony started with rice cooker as its first consumer product and Sony Group Corporation now is the holding company of Sony Pictures, Semiconductor Solutions, Entertainment, Mobiles, and Financial Holdings.

Let’s take a look at the diversified product lines that the company offers:

• Mobile communications
• Game and Network services
• Imaging products and Solutions
• Home Entertainment & Sound
• Computers and printers
• Music
• Semiconductors – CCD, LCD, and other kinds of semiconductors 

In 1979, they introduced ‘Walkman’ which was successful in the market, and later it launched the VAIO brand name for PC and BRAVIA for televisions. It provides products and services for almost all areas of entertainment, making it one of the most well-known brands in the world. 

2. Price Strategy of Sony

People purchase electronic products based on factors such as Software, Quality, Smart features, Warranty, Post-sale service, and Sony has never failed to ace in any of the above-mentioned factors, making it a premium brand.  

Sony follows two kinds of pricing strategy –  Competitive pricing strategy and premium pricing strategy.

1. 1. Premium pricing strategy– It is one of the pricing strategies that it follows for its products in the marketing mix. It charges higher prices for its products than that of its competitors. The premium pricing strategy helps the brand maintain its premium image in the market and reflects the premium customer experience that Sony has created.
   2. Competitive pricing strategy –  Sony often tends to charge the prices for its products based on its competitors’ pricing from Sony’s official website, so that consumers don’t switch.
   3. Price Skimming Strategy– Sony often starts with high prices for their newest and most innovative products. The company justifies these premium prices by emphasizing the superior quality and innovative features of its products. Over time, as the technology matures and becomes more widespread, Sony gradually reduces prices, making them more accessible to a broader audience.

3. Place and Distribution Strategy of Sony

Founded in the 1900s, Sony has been in business for more than 70 years and has expanded its business across 47 countries. In India, it has a distribution network of over 10,400 dealers and distributors, 270 executive Sony outlets, and 23 direct branch locations.

Sony sells its products through two marketing channels – online and through retailers. The first distribution channel of Sony consists of Manufacturers, Retailers and Consumers. Customers buy Sony products directly from the retailers authorized by Sony. They sell it to the Dealers from whom then customers later purchase the products.

 By the second distribution, channel products are also sold online through retailers like amazon.com and from Sony’s official website. The prices of the products purchased by customers using either method remain the same. 

4. Promotion Strategy of Sony

In the company’s 2019 fiscal year, Sony Corporation spent 3.31 billion US dollars on advertising. Sony India spent Rs.200 crores in the 2019 fiscal year on advertising and promotion out of which Rs.60 crores were spent only on digital imaging products.

The promotion mix includes- advertising, direct marketing, sales promotion, and publicity, and Sony has used all these elements. Sony has advertised its products through TV channels, Miss India 2008, and also advertised its games like PS3, PS4 & PSP using sports like Football in England’s premier league.

Through newspapers like TOI, it has advertised a wide range of products to its customers. Sony also uses sales promotion strategies such as giving free samples, discounts, coupons, scratch cards, and early bird prizes.

It uses Social media extensively for marketing strategy and promotion. They also use many celebrities to promote their products. Mahendra Singh Dhoni and Kareena Kapoor have been seen endorsing their products. Earlier, the brand also featured Bollywood Actress Deepika Padukone in their advertisements.

5. Process Strategy of Sony

Sony to launch new products uses an Umbrella branding strategy in which it places the product name with the corporate name, which gives the product its own identity and positioning, and empowers the corporate also. 

They also invest a large amount in R&D activities, which helps the company create innovative products that are relatable and compatible with the new technology.

The company has an intensive process to deal with each element, they have recently worked on their customer service department to improve communication. They have a huge global network of local distributors to reach their product to every customer and supplier, which are given quality standards that are to be maintained.

6. People Strategy of Sony

Sony Corporation as a whole employs around 1.5 lakh people worldwide. The company runs a talent development program in which it has assigned 13 talent directors, who actively seek diverse and ambitious individuals who are driven by challenge and growth. They offer opportunities and experiences to attract and retain top talent. 

They have different departments including sales, marketing, and finance, and different executives and managers to run the system efficiently. Sony provides opportunities for employees to learn, develop new skills, and advance their careers within the company.

7. Physical Evidence Strategy of Sony

Sony’s headquarters is in Tokyo, they have several subsidiaries in America, India, Florida, and many more around the world. It also provides its services through its website which provides help with product information, service and support, and different shopping alternatives.

Sony goes beyond traditional retail spaces, offering interactive experiences like the Wonder Technology Lab to engage customers and uniquely showcase their products.
The physical presentation of products and stores is carefully crafted to reflect Sony’s brand values and create a positive and inviting atmosphere.

By strategically utilizing these physical touchpoints, Sony creates a strong and memorable brand presence that resonates with customers and reinforces its position as a leader in the electronics industry.

This concludes the marketing mix of Sony, let us move further to understand the different digital marketing strategies the company uses.

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Now, let us continue with our case study

How does this brand use Digital Marketing in its strategy?

In this time, when everyone is active on social media, promotion for anyone becomes very easy, which is why Sony is also using this platform in an efficacious way that increases customer interaction towards brand and related products and services. Sony is also using the “POEM Model “for marketing.

• Paid Marketing -: In this Sony uses paid promotions with celebrities and Google-sponsored marketing. Example- Advertisement
• Owned Marketing-: Marketing through Owned platforms that are owned by the company. For that, they are using their Instagram and other social media platforms for promotion. Here, they are sharing all information related to products and services. Example- Instagram page.
• Earned Media Marketing-: In this, all the third-party promotions are included. Sony launched a campaign to promote the “PS5”, To which Sony launched an impressive display into the streets of London. Although it was first released in November 2020, various components, integral it were a challenge for Consoles. To address this, Sony came back with ample Production.

With this campaign, Sony showcased new emerging technology with a customer-centric approach.

Top 5 Competitors of this brand

1. Samsung-  It is the biggest competitor of Sony as it has covered all the areas where Sony is present. It is a South Korean company that was founded in 1938. Samsung has a variety of products that contribute globally.
2. Life’s Good (LG)-  It also exists in the top competitor list of Sony. It was founded in 1947. LG is the oldest and most trustable brand and has a place in people’s minds. Its headquarters are in Seoul.
3. Panasonic- It is a diversified company and has a variety of products. Panasonic is a leading company in the development of home appliances.
4. Philips- This is a Dutch multinational company, that was founded in 1819. Philips focuses on three dimensions that are Connected Care, Diagnosis and treatment, and personal care. On 9 November the company acquired Cardiology, an AI-powered cardiac diagnostic technology developer, to expand their reach.
5. Dell-  It set its roots in electronics Products with a main focus on Computers, laptops, etc. With that, they are giving tremendous competition to Sony. Dell is a leading computer brand product.
6. Apple– Apple, a tech giant known for its sleek design and user-friendly products, is a major competitor to Sony in electronics and entertainment units. Both companies offer a wide range of consumer electronics, including smartphones (iPhone vs. Xperia), laptops (MacBooks vs. VAIO), and tablets (iPads vs. Xperia tablets). Both Apple and Sony cultivate strong brand images associated with innovation, premium quality, and a loyal customer base.

FAQs

What is Sony’s marketing mix?

Sony’s marketing strategy revolves around innovative products, strategic pricing (often premium with competitive options), and a customer-centric approach with a skilled global workforce. This combination fosters brand loyalty and positions them as a leader across various industries.

What type of market does Sony operate in?

Sony operates in various consumer electronics markets, offering a comprehensive range of products from televisions and smartphones to gaming consoles, music equipment, and home entertainment solutions.

What is Sony’s advertising strategy?

Sony prioritizes user experience through innovative products, fostering emotional connections, and active social media engagement. Their strategic advertising, often featuring emotional storytelling and celebrity endorsements, amplifies brand awareness and solidifies their position as a leading consumer electronics brand

What is Sony’s slogan?

The current slogan of Sony is “Make Believe”.

What is Sony’s marketing strategy?

Sony’s marketing strategy combines targeted, emotionally driven campaigns across various channels with a strong digital presence. They leverage social media, content marketing, and influencer partnerships. Their user-friendly e-commerce platform offers exclusive deals and seamless omnichannel integration, solidifying their brand and driving sales.

Conclusion

Being in the market for over 70 years and despite having tough competitors throughout, Sony still stands as one of the most reliable and well-known brands in the world due to the wide range of quality products that it provides and its never-disappointing post-sale service.

It is one of the most trusted brands by consumers. Its innovative creations have always worked for the company and helped it sustain itself as a market leader.

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