Top Story

e4m_logo.png

Home >> International >> Article

Sony adopting 3-pronged strategy to up market share

21-December-2000
Font Size   16
Share
Sony adopting  3-pronged strategy to up market share

Sony India is adopting a three-pronged strategy whereby the focus will be to garner maximum market share in the premium category, while undertaking an exhaustive brand-building exercise.

It has decided to begin import of new categories of products into the country such as audio systems, hi-fi audio components, mobile phones and its range of laptops (Vaio) beginning next financial year.

In the first phase, these products will be test marketed. In the second, the company will try and promote these products as mass market products, and, if they assume such levels, in the third stage, Sony proposes to manufacture them in local plants.

The company expects that new products will contribute to brand building immensely, besides generating sales volumes from all categories of products.

In three years, Sony wants to shift entirely from curved picture tube TVs to flats. The experience of Wega has also encouraged the company to move from conventional product categories to new categories.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...