Top Story


Home >> International >> Article

Sony adopting 3-pronged strategy to up market share

Font Size   16
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.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...