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SONY BRAVIA

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MARKET SEGMENTATION

GURPREET ARORA SONALI BOSE PRAVIN MANGUTKAR

PRESENTED FOR INTRODUCTION TO MARKETING ITM - KHARGHAR

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Contents

1.Company Profile 2.Market Position 3.Sony Bravia 3D HDTV 4.Sony SWOT 5.Marketing Objectives 6.Market Segmentation 7.Need For Segmentation 8.Segmentation Strategies 9.Segmentation Variables 10.Introduction to 3-D Net TV 11.Features 12.Target Customer 13. Market Segment For 3-D Net TV 14. Segmentation variables Used for 3-D Net TV

Company Profile
Multinational Conglomerate , Founded in 1946. Consumer Electronics and Entertainment FY10 revenue Brands include : Vaio,Cybershot,Playstation,Bravia,Walkman,Xplod Shift to 3D at forefront of company mission We intend to take the lead in 3D.We are the only company fully immersed in Every part of the 3D value chain.- Howard Stringer , Sony Chairman

Market Position

December 2010 Sony India registers phenomenal sales of Rs. 2600 Crore in first half of FY10 records growth of 46% over corresponding period last year. According to the leading Market Research Company GFK Nielsen India Private Limited, Sony BRAVIA has now emerged as the market leader in Flat Panel Display sales grabbing a market share of 32 percent by value.The company is reported to have sold more than 35 thousand units in a month.This is more than the sum of the LCD and Plasma TV units sold by any of its main competitors in India.

Financial Results during 2010

Sales (Rs. Crore) FY09 (1st Half) 1800 FY10 (1st Half) 2600 Growth FY10 Vs. FY09 (1st Half) 46%

SONY Brings 3D Home

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Iconic Status Inherited from the TRINITRON Brand. Best Resolution Audio and Visual Integrated Architecture. Incorporates latest 3D stereoscopic technology. Requires a set of 3D active shutter glasses.

SONY

Strengths

Weakness
Not enough market data available for 3D preferences New hardware is required for 3D Switching from present day 2D to 3D will be expensive Limited 3D content Viewing experience may not be comfortable Last major company to launch 3D TV

Only company fully emerged in the 3D value chain: content, distribution and display High interest level for 3D after success of 3D motion pictures such as Avatar and Alice in Wonderland Joint ventures with other companies for 3D content Special 3D Research facility setup in California Partnership with ReelD, manufacturers of 3D glasses Sony Retail Stores

Opportunities
3D Gaming Academic and Professional applications Medical Applications 3D TV sport content 3D Advertising content 3D PCs - Vaio Other 3D consumer electronicscameras, camcorders, etc

Threats
PC graphic chip makers can offer the same 3D technology at a lower price Long term exposure to 3D may involve health risks Too few cost/ benet proofs may impact adoption Competitors such as Panasonic, LG and Samsung have already introduced their 3D TVs in the market Newer, better technology could emerge.

Marketing Objectives
Primary Objective : BRAVIA 3D HDTVs are at least 10% of 25 million LCD TVs Sony Projects to sell in FY11.Use 3D to regain international television market share and maintain growth.

Secondary Objective : Communicate to the consumer the exclusive luxury of owning the product. Position Sony as the only company that can give consumer the total 3D Experience. Influence consumer to buy all Sony and enter the Company pipeline for high lifetime value.

MARKET SEGMENTATION
The Definition As per Philip Kotlers definition Market Segmentation is subdividing of market into homogeneous sub-set of customers, where any subset may conceivably be selected as marketing target with to be reached with distinct Marketing Mix" We can safely assume most markets can be broken into segments based on different characteristics like Belonging to a certain age group, Gender, Based on earnings and Income etc. This subdivision helps the product/service marketer to identify his target audience and send appropriate and relevant communication to his customers about his brand.

The Need for Segmentation

1.Know your customer is an important maxim for marketers of any generation. 2. It is essential to identify the value proposition that would attract the customer. 3. Mass marketing would be rejected outright by the customer who is very particular in his tastes and choices. The importance of market segmentation cannot be undermined and it is one of the corner stones of this process. It helps in identifying 1.Sales: Developing what customer needs and building solution based on these needs 2.Customer Value Identify targetable customer pockets who will bring in value 3.Budget for Marketing communication Identify suitable and influential messages based on the customer perception 4.Positioning strategy for the company: Map product features with the needs of the customer 5.An Edge Over Competitors: Identifying needs and translating them 6.Actionable Customer Intelligence: Building segment data would pave way for further customer analytics and define the marketing mix

Segmentation Strategies
There are two different strategies that are widely used: 1. 2. Concentration strategy Differentiation strategy Concentration Strategy involves the product owner isolating a single sub group and developing a specific program for this group. Differentiation Strategy involves the organization identifying two or more subgroups which are candidates for separate marketing programs. If segmentation is not employed then the strategy is referred to as undifferentiation or aggregation Segmentation serves the purpose of identifying targetable and profitable customer base for the organization. Identifying niche markets which refer to a smaller segment that are useful to smaller/ bigger organizations when entering a market dominated by bigger players.

Customer Targets For SONY BRAVIA

25-35 years old affluent , innovators single males. 35-45 years old affluent , innovators ,young families Existing owners of Sony Products, complete integration , Full Sony 3D Experience.

Classic Segmentation Variables for Consumer Markets Demographic Variables

Age Gender Race Ethnicity Income Education Occupation Family Size Family Life Cycle Religion Social Class

Geographic Variables
Region Urban , Suburban , Rural City Size Country Size State Size Market Density Climate Terrain

Psychological Variables
Personality Attributes Motives Lifestyles

Behaviorist Variables
Volume Usage End Use Benefit Expectations Brand Loyalty Price Sensitivity

Sony Bravia has utilized demographic variables like Age,Gender,Income,Occupation,Family Size to launch and establish its target market. Psychological variables like lifestyle , personality attributes. Behavioral variables like benefit expectations, brand loyalty, price sensitivity.

Analysis on market survey

Age Group
60 50 40 30 20 10 0 20-25 26-35 36-45 46-55 56 & above Age Group 80 60 40 20 0 Male Female Gender

Gender

Occupation Structure
60 40 20 0 Bachelors Family Structure 80 60 40 20 0 Service Class Business Occupation

Income Range
60 50 40 30 20 10 0 5 to 10 11 To 15 16 To 20 21 To 26 & 25 Above

Income Range

Sony Retailers / Dealers Market Segmentation Questionnaire

The Features of Sony BRAVIA 3D TV The Age Group of Customers Enquiring for the Product The Family Status of Customers whether Married or Single The demographic location of Customer Urban , Semi urban The income group of Customer The USP of the Product 1.Picture Quality 2.Sound Quality 3.Large Screen 4.Add On Facility 5.Less Space Consuming 6.Price 7.Over all 3D Experience

Now if you are Wowed and amazed by SONY Bravia and WISH you were watching one in the comforts of your living room AND.. The only thing stopping you from being there is Price Then we offer you ,

Introducing 3-D Net TV

Lets Entertain You

Now if you are WOWed and amazed by SONY Bravia and WISH you were watching one in the comforts of your living room AND.. The only BUT stopping you from being there is Price Then we have a proposal for you ,

Introducing 3-D Net

3-D Net

3-D Net TV
Technology LCD TV Edge LED TV 3D TV Dynamic Edge LED TV Picture Quality Full HD High Definition Ready Sound Quality Dynamic Surround Sound S-Master/ S-Force Refresh Rate Motionflow PRO 200Hz Motionflow PRO 100Hz Motionflow 100Hz, 50Hz Internet & Connectivity Features Wi-Fi Internet* Easy Digital Content Sharing USB Port

Features

Special Attraction Presence sensor can detect the presence of one or more person in the room where the tv is placed if the sensor cannot detect anyone it will automatically set the tv to picture off mode which instantly reduces the power c o n s u m p t i o n b y 5 0 % .

3-D Net

After Sales Service and Warranty .

Target Customer
25-35 year old innovator male who regularly uses his television to watch lms and network programming, possibly gaming. He is technologically savvy when it comes to acquiring the latest devices. He most likely owns a video gaming system and has an above-average home entertainment system. He will likely be unmarried or recently married and may have young children. A secondary market will be gender non-specic, targeting the age ranges of 35-45. These will be young married couples with children varying in ages but who have a home gaming or home entertainment system in place. These individuals will also be innovators, but with a target adjusted toward family entertainment and educational concerns.

3-D Net

Market Segment For 3-D Net TV

We target two segments: new television purchasers and current Sony product users. Purchasers of 3D Television In this segment, we assume that the consumer already owns a high denition television. The challenge is to convince the consumer of the benefits to upgrade to a 3D television to maximize the viewing experience. Emphasis will be placed on enhanced viewing capabilities as a total viewing experience, focusing on the increased offerings of 3D channels and viewing options that are forthcoming from networks and cable service providers. Our product would be position as a total 3D solution for experiencing enhanced programming, such as live stream of sports, sporting events, movies and major entertainment events (such as concerts) etc. In conjunction with this segment, thought must also be given to presenting the 3D viewing experience as significance to home education or compatibility with educational programming to reach those consumers with children, students & education oriented consumers. Emphasis will be placed on the enhancement of home computing gaming and educational software that expands the consumer base to include families with children seeking to expand the use of the product beyond simple home entertainment.

Segmentation variables Used for Our TV

We have made use of demographic variables like age, Gender, Income, Occupation, Family Size to launch and establish our product.

Psychological variables like lifestyle , personality attributes. Behavioral variables like benefit expectations & price sensitivity. Geographical Variables like we would target B-class cities .

3-D Net

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PRESENTED FOR INTRODUCTION TO MARKETING ITM - KHARGHAR

Thank you

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GURPREET ARORA SONALI BOSE PRAVIN MANGUTKAR