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Cases in Marketing

Group 7 Sony Ericsson Walkman Series
by

Annie James

on 17 November 2010

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Transcript of Cases in Marketing

STP AND MARKETING MIX ANALYSIS
OF
SONY ERICSSON WALKMAn SERIES

GROUP 7
Alok KUMAR 02
AmAR MEHTA 03
ANIL SINGH 07
AnJAN VIJ 08
ANNIE JAMES 09
ANUROOP RAJ 10
NIDHI sHARma 27
Scenario then Indian mobile phone subscribers 250.93 million, Mar 2008
Became 2nd largest mobile phone market in Apr 2008, after China
Teledensity crossed 25% for the first time

Handset Market Share (June 2008, ORG)

* Nokia: 59.5%
* Sony: 8.1%
* Samsung: 7%
* Motorola: 5.9%

Sony Ericsson India Hritik Roshan as brand ambassador

Sony Ericsson brand values of performance, lifestyle and entertainment
Hrithik Roshan connects with audiences at an individual and collective level and is aspirational and cool for the youth.
Hrithik is energetic, stylish and selective. [ Dhoom 2, Krrish ]

Walkman phone series launched Nov 2007
IDEA? Youth
Mobile MUSIC
Web & Gaming
Style
Convenience
Selective audience



Segmentation GEOGRAPHIC
Region - Pan India
City - Metro Cities,Tier 1 & 2 cities
Urban Areas

DEMOGRAPHIC
Age - 17 to 40 years
Gender - Male & Female
Income - Middle,Upper middle & High
Occupation - Professionals, Students

PSYCHOGRAPHIC
SEC - A1, A2, B1 & B2
Lifestyle - Outdoor Oriented
Personality - Gregarious, ambitious, Hip, Stylish

BEHAVIOURAL
Occassions - Regular
Benefits - Mutifunctionality, Quality (Sound & Imaging)
Readiness Stage - Desirous

Marketing Mix Brings high quality music to mobile phone technology

Silver 'W' button which once pressed opens the media center

Music features like Mega Bass®,TrackID™, MusicDJ™,PlayNow™,Disc2Phone™, SensMe™

3G capable, Wi-Fi technology, Touch Screen handsets, Camera with imaging features

Tracks can be added though a USB cable or Bluetooth® Wireless connectivity. 

Flip opening, clamshell design, slide opening mechanisms, swivel design

Varied Memory & Battery capability models available

Customer Support through website, email, phone & Sony Ericsson service centres

1 yr warranty period for instrument & accessories
PRODUCT Sony Ericsson W550i, W660i, W800i, W900i, W950i, W810i, W850i, W880, W700i and W300i. 1. J.V. on October 1, 2001 by Sony Corporation & Swedish telecom firm Ericsson

2.Combined Sony's consumer electronics expertise & Ericsson's technological leadership

3. Kick-started its entry into the mobile music market withW800i, the first Walkman® branded mobile phone on 2nd March, 2005. (In India Nov 2007)
HISTORY PRODUCT MIX:
VARIETY
QUALITY
DESIGN
FEATURES
BRAND NAME
MODELS
STYLE
APPEARANCE
PACKAGING
SERVICES
PRICE PRICE MIX:

LIST PRICE
DISCOUNTS
PAYMENT PERIOD
CREDIT TERMS
PRICING POLICIES
INSTALLMENT PURCHASE FACILITIES
The price range for SE W-series was from Rs 4300(W350i) to Rs.24000(W960i)

HDFC Credit card holders could purchase the product on EMI at 0 interest charges, Strategic alliance.

SE has its credit period and margin same across the nation which helps them to compete
PLACE In India SE used the method of one level distribution channel

The product was sold through exclusive Sony world outlets and authorized re-sellers

The product was launched pan India basis

As Sony had its set distribution network, it helped in logistics and inventory management

Internet as a channel
> It was also sold through Rediff and Indiatimes shopping
> Sony website helped the customers to buy the product by giving directions to the nearest outlet
PrOMOTIOn PROMOTION MIX :

PERSONAL SELLING
ADVERTISING
PUBLICITY
SALES PROMOTION
PUBLIC RELATIONS
POSITIONING 5 W's Why?- Connectivity
What?- Superior mobile music quality, web access & cybershot camera
*What For?-Benefit of music along with connectivity
When?-Music on the move ,any time & anywhere
Who?-Music lovers
“Made for music by people who know music.”
Uses the legendary brand name ‘walkman’ in its name. Symbolizes the legacy associated with the brand.

The brand’s focus is on music as a proposition and differentiator.

It has recently been aligned into the Sony group with the same tag line being shared between the two, “make believe”.

Co. has also changed its ‘liquid identity’ logo by adding 7 new colours.
>> Designed by Wolff Olins Brand Consultancy
>> Symbolizes colour and youthfulness
>> Emotionally appealing & more conducive to Digital advertising As per industry sources SE spent 60 crs on advertising last year (2009)

Memorable campaigns include ‘thump’ with Hrithik Roshan as well as the campaign for The shake series.

While TV is the largest slice of the media pie, radio and online activation are also on the cards.
Direct Competition
1. Motorokr
2. Nokia Express Music
3. Apple I Phones

Indirect Competition
1. MP3 Players/iPods
2. Radio COMPETITIVE ANALYSIS Positioning using Hierarchy of Needs Communication revolves around having an ecstatic experience with yourself through music
Opinion Leader, Celebrity endorsement Portable music market MUSIC ON THE GO MUSIC ON THE GO MUSIC ONTHE GO MUSIC ON THE GO P - PRODUCT Product centric as focus has always been on new features ex. GUI, Shake control, in ear phones.
In most of these they had first movers advantage THANK YOU In addition to the new colours, there is a strong central concept comprising two key elements – a worded message and the portrayal of sentiment around the Sony Ericsson liquid identity.

The rules are simple: the message always starts with ‘I’, the individual, followed by the liquid identity and then a message relating to the things the individual loves, cares about or is inspired by PLACE MIX:
 
·        CHANNELS
·        COVERAGE
·        ASSORTMENTS
·        LOCATIONS
·        INVENTORY
·        TRANSPORTATION
·        LOGISTICS
 

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