Sony Marketing Mix

Introduction
Sony’s marketing mix (4Ps) is based on the varying conditions of the consumer electronics,
gaming, entertainment and financial services markets. The company effectively implements
strategies and tactics to maintain a satisfactory share of target markets around the world.
Sony’s Products (Product Mix)

Sony has products in the consumer electronics, gaming, entertainment and financial services
markets. However, the company uses a different categorization to properly group its various
products. This element of the marketing mix is called the product mix, which identifies the
firm’s products or organizational outputs. The following are the main product lines in Sony
product mix:
1. Mobile communications
2. Game and network services
3. Imaging products and solutions
4. Home entertainment and sound
5. Devices
6. Pictures
7. Music
8. Financial services
9. Others
Sony’s Pictures products include motion pictures, television productions, and media networks.
PlayStation units and related content are grouped under Game and Network Services. The
company’s batteries, semiconductors and recording media are included in Devices. Disc
manufacturing is included in others. This element of Sony’s marketing mix shows considerable
diversification of the business, in line with the business-type divisions in the company’s
corporate structure (Read: Sony’s Organizational Structure Pros & Cons). Such diversification
limits the effects of market-based risks.
Place/Distribution in Sony’s Marketing Mix

Sony employs a variety of places for delivering its products to target customers. This element of
the marketing mix identifies the places or venues that the firm uses to transact with customers, to
distribute and deliver products, or to allow customers to access the products. Sony uses the
following places or venues:
1. Sony Stores
2. Authorized sellers
3. Cinemas and media networks
4. Official websites
Sony Stores sell genuine products and accessories, including Cyber-Shot digital cameras,
batteries and television units. These stores are also significant in promoting the brand,
considering their name. The company also earns through authorized sellers, such as computer
stores and smartphone stores. Motion picture products (movies) are delivered to target customers
through cinemas and media networks. Sony also has official websites for devices, PlayStation
content and other products. In this element of the marketing mix, Sony maintains a variety of
places to distribute its products effectively and to have a wider market reach.
Sony’s Promotion (Promotional Mix)

Sony promotes its products in a variety of ways and forms. This element of the marketing mix
identifies the promotional mix or the methods that the firm uses to communicate with its target
customers. The following promotion methods are used in Sony’s business:
1. Advertising (most significant)

2. Public relations
3. Direct marketing
4. Sales promotion
5. Personal selling
Advertising is the most significant promotion method in Sony’s business. For example, the
company advertises its products through online media and print media. In addition, public
relations are used as a way to build brand awareness and enhance corporate image. For example,
the company sponsors sports events, music festivals, and other events. Direct marketing is
applied to establish deals with organizations that use Sony products. On the other hand, sales
promotions are used to attract customers based on discounts. For instance, the company
implements discounts for its PlayStation gaming products for Black Friday. Employees use
personal selling at Sony Stores to persuade target customers to purchase the company’s products.
This element of the marketing mix highlights activities that support the company’s market
penetration efforts (Read: Sony’s Generic Strategy & Intensive Growth Strategies).
Sony Corporation’s Prices and Pricing Strategy

Sony is known for high quality products. However, these products are typically sold at relatively
high prices. This element of the marketing mix determines how the company sets its prices. Sony
applies the following pricing strategies:
1. Premium pricing strategy

2. Market-oriented pricing
3. Value-based pricing
The premium pricing strategy involves high prices. Sony’s products are typically priced higher
than the market average. The high prices support a premium brand image, which aligns with the
company’s differentiation generic strategy. On the other hand, the company applies market-
oriented pricing for some of its products. This pricing strategy ensures competitiveness, based on
the prices of competing products. Sony also implements value-based pricing to determine the
appropriateness of some premium prices, based on actual product value and customers’
perceived value of the products. The strategies in this element of the marketing mix show the
importance of high prices to ensure high profit margins and to support a premium brand image.

Sony Marketing Mix

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Sony Marketing Mix

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Introduction

Sony’s Products (Product Mix)

Place/Distribution in Sony’s Marketing Mix

Sony’s Promotion (Promotional Mix)

1. Advertising (most significant)

Sony Corporation’s Prices and Pricing Strategy

1. Premium pricing strategy

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