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.
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