Sony has a brand diversity with their product ventures and brands - in which each connect consumers across various lifestyle segments. Sony's brand recognition and marketing finesse to create new product categories and re-introduce mature ones. The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing, and publicity. Sony has used all of these marketing communication mix elements and strategically communicated the lifestyle attributes of the Sony brand to the generation Y, its primary market but at the same time it seems they are also just providing Sony to everybody.
Even if the the prices imposed by Sony seems to be fair with the consideration of the quality of their products and services offered. The middle or lower class customers will have trouble with the expensive price to buy those products. However, with recent price drops on their products and still providing ways to reach every consumer. For example, the Sony Playstation 3, has an identity diversity: movie buffs and such like enthusiasts lean toward the PS3 for it's Blu-ray , Media Sharing and Netflix streaming capabilities at the ready. For gamers, with the current game selection on the PS3 (such as shooters, action/adventure, racing and sports game to name a few) they target the hardcore more extensive gamers. Allowing some of the PSN titles on the Playstation Store to target more casual gamers with still providing enough entertainment for the whole family. In the future, look for Sony to create entirely new forms of entertainment, blending movies, computer generated worlds, games and music. Sony has the vision, technology and content to forge a direction in consumer entertainment that no other company can match.
Tuesday, February 22, 2011
Tuesday, February 15, 2011
Week 3 - Ethics & Social Responsibility
At Sony Electronics they recognize the close connection between their business and the environment. Reducing their impact is a challenge they take seriously and with most care. They not only are trying to actively produce eco-friendly products but they continuously strive to be a leading environmental corporate citizen.
"In promoting a sustainable environment for generations to come,
Sony is focused on four key areas:
Global warming and the reduction of greenhouse gases
Conservation and effective use of natural resources
Preservation of our natural environment
Reducing CO2 emissions from product use by introducing more
energy efficient products"
As far as recyling for the GO GREEN movement; The Sony National Take Back Recycling program makes it easy for its customers to recycle. Since the inception of the program in 2007, Sony has collected over 34.1 million pounds of unwanted electronics. Their goal is to collect one pound of electronics for every pound produced.
Here is an idea of the volumes collected since the program’s inception:
2,056,575 lbs. collected in 2007
12,662,987 lbs. collected in 2008
10,862,646 lbs. collected in 2009
8,584,458 lbs. collected to date in 2010
Learn more about Sony's National Take Back Recycling program
"Sony sees global environmental conservation as one of the most critical issues for mankind in the 21st century. Sony, as a good corporate citizen, has therefore established the Sony Environmental Vision to form the basis for aggressive actions to conserve the environment and create a sustainable society.
Sony closely monitors and manages chemical substances used in its products at all stages of the manufacturing cycle, from the raw material and component stages right through to final shipment. Naturally, the cooperation of suppliers is essential in promoting our activities in this area."
"In promoting a sustainable environment for generations to come,
Sony is focused on four key areas:
Global warming and the reduction of greenhouse gases
Conservation and effective use of natural resources
Preservation of our natural environment
Reducing CO2 emissions from product use by introducing more
energy efficient products"
As far as recyling for the GO GREEN movement; The Sony National Take Back Recycling program makes it easy for its customers to recycle. Since the inception of the program in 2007, Sony has collected over 34.1 million pounds of unwanted electronics. Their goal is to collect one pound of electronics for every pound produced.
Here is an idea of the volumes collected since the program’s inception:
2,056,575 lbs. collected in 2007
12,662,987 lbs. collected in 2008
10,862,646 lbs. collected in 2009
8,584,458 lbs. collected to date in 2010
Learn more about Sony's National Take Back Recycling program
"Sony sees global environmental conservation as one of the most critical issues for mankind in the 21st century. Sony, as a good corporate citizen, has therefore established the Sony Environmental Vision to form the basis for aggressive actions to conserve the environment and create a sustainable society.
Sony closely monitors and manages chemical substances used in its products at all stages of the manufacturing cycle, from the raw material and component stages right through to final shipment. Naturally, the cooperation of suppliers is essential in promoting our activities in this area."
Monday, February 7, 2011
Week 2 - Strategic Planning
Xperia Play Finally Revealed! The Sony Ericsson Xperia Play made its debut on the grandest of stages — Super Bowl XLV. But even though it was revealed during the Super Bowl commercial, it hasn’t been “announced” so to say, though, it soon will be.
It was assumed that the Sony Ericsson Xperia Play, formerly known unofficially as the PlayStation Phone, would be revealed at the upcoming Mobile World Congress event in Barcelona. But according to an ABC News Nightline special on Super Bowl advertisements, the Android-based gaming smartphone will be shown for the very first time on a much more grand stage — the Super Bowl.
The Super Bowl is the biggest television event of the year, demanding millions of dollars from advertisers squeezing for a mere 30 or 60-second TV spot to reach the most consumers possible for their advertising buck. Over 100 million people were expected to tune in on Sunday’s big game. During the commercial breaks..Sony Ericsson is apparently planning on taking advantage of the massive viewing audience by running a commercial for the Xperia Play smartphone.
"During a segment on tonight’s episode of ABC News Nightline called “The Sign of the Times” focusing on Super Bowl ads, Sean Bryan, Group Creative Director for McCANN Worldgroup, revealed that he has been working on a new “top secret” TV spot set to debut during the Superbowl for a “new gaming phone from Sony Ericsson”. When asked why the project was such a big secret, Bryan replied: 'Well, it’s the launch of a new product. We want people to know it’s coming, but we want them to wait to see the phone.' "
On Sony Ericsson’s Facebook page, a countdown has appeared pointing at an official announcement on February 13th. And here's the commercial played during the Super Bowl to make the wait a little more bearable.
It was assumed that the Sony Ericsson Xperia Play, formerly known unofficially as the PlayStation Phone, would be revealed at the upcoming Mobile World Congress event in Barcelona. But according to an ABC News Nightline special on Super Bowl advertisements, the Android-based gaming smartphone will be shown for the very first time on a much more grand stage — the Super Bowl.
The Super Bowl is the biggest television event of the year, demanding millions of dollars from advertisers squeezing for a mere 30 or 60-second TV spot to reach the most consumers possible for their advertising buck. Over 100 million people were expected to tune in on Sunday’s big game. During the commercial breaks..Sony Ericsson is apparently planning on taking advantage of the massive viewing audience by running a commercial for the Xperia Play smartphone.
"During a segment on tonight’s episode of ABC News Nightline called “The Sign of the Times” focusing on Super Bowl ads, Sean Bryan, Group Creative Director for McCANN Worldgroup, revealed that he has been working on a new “top secret” TV spot set to debut during the Superbowl for a “new gaming phone from Sony Ericsson”. When asked why the project was such a big secret, Bryan replied: 'Well, it’s the launch of a new product. We want people to know it’s coming, but we want them to wait to see the phone.' "
On Sony Ericsson’s Facebook page, a countdown has appeared pointing at an official announcement on February 13th. And here's the commercial played during the Super Bowl to make the wait a little more bearable.
Wednesday, February 2, 2011
Week 1 - Sony Computer Entertainment Brief History & Mission Statement
Sony Computer Entertainment is a video game company specializing in a variety of areas in the video game industry and responsible for keeping Playstation growing and thriving in the United States, Canada and Latin America. SCE handles the research & development, production and sales of both hardware and software for the Playstation line of handheld and home console video game systems. SCE is also a developer and publisher of video game titles and covering the company's biggest markets.
Sony Computer Entertainment Inc, was established on November 16, 1993, in Tokyo, as a joint venture company of Sony Corporation and Sony Music Entertainment. This was after Ken Kutaragi's Playstation project - although supported by Sony Corp. president Norio Ohga - met opposition from within Sony where a lot of the upper management considered these "toys" beneath them and feared it will do damage to the Sony brand. Ken Kutaragi worked closely with Sony Music which attracted a lot of talent and knowledge with regards to the use of CD-ROMs. Kutaragi was the original head of the project and later to go on..and become the President of Sony Computer Entertainment as well as being known as the "Father of Playstation." As part of a worldwide restructuring at the beginning of 1997, Sony Computer Entertainment America Inc., headquartered in Foster City, California, where it was reestablished as a completely owned subsidiary of SCEI.
Sony Computer Entertainment makes advance hardware that enables the most talented developers to produce amazing titles and set new standards in the interactive entertainment. Their goal is to make a family of products that completely changes the definition of home entertainment. It won't matter if you're a hard-core gamer or if you just love Blu-ray movies, Playstation entertainment products have something for all of us.
Sony Computer Entertainment Inc, was established on November 16, 1993, in Tokyo, as a joint venture company of Sony Corporation and Sony Music Entertainment. This was after Ken Kutaragi's Playstation project - although supported by Sony Corp. president Norio Ohga - met opposition from within Sony where a lot of the upper management considered these "toys" beneath them and feared it will do damage to the Sony brand. Ken Kutaragi worked closely with Sony Music which attracted a lot of talent and knowledge with regards to the use of CD-ROMs. Kutaragi was the original head of the project and later to go on..and become the President of Sony Computer Entertainment as well as being known as the "Father of Playstation." As part of a worldwide restructuring at the beginning of 1997, Sony Computer Entertainment America Inc., headquartered in Foster City, California, where it was reestablished as a completely owned subsidiary of SCEI.
Sony Computer Entertainment makes advance hardware that enables the most talented developers to produce amazing titles and set new standards in the interactive entertainment. Their goal is to make a family of products that completely changes the definition of home entertainment. It won't matter if you're a hard-core gamer or if you just love Blu-ray movies, Playstation entertainment products have something for all of us.
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