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.