Sony India Private Limited was established on 17th November 1994. The products of Sony India include Bravia, Cyber-Shot, Vaio, Walkman, PlayStation, Xperia etc. For our market analysis, we have selected Bravia. Bravia stands for Best Resolution Audio Visual Integrated Architecture. Sony India sold 11 lakh Bravia televisions in the year 2012-13 and occupied the joint 2nd position with LG in the market with a market share of 21%. The impact of various microenvironmental factors such as competitors, suppliers, customers, substitutes and new entrants and macroenvironmental factors such as political, economical and technological was analysed. The SWOT analysis of Sony Bravia was carried out by analysing the strengths, weaknesses, opportunities and threats faced by the product.
The consumer behaviour analysis was done by studying the, consumer psychology, consumer characteristics such as cultural, social and personal factors and consumer buying behaviour. The buying process was analysed in detail by studying the five factors which are problem recognition, information search, evaluation of alternatives, purchase decision and post purchase behaviour. The competitor analysis of Sony Bravia’s two major competitors, Samsung (market leader with 25% market share) and LG (joint 2nd in the market with a market share of 21%) was carried out by studying their target segment, marketing strategies, strengths and weaknesses.
The Geographic (Urban and Rural), Demographic (Life Cycle and Life Stage, SocioEconomic Classification and Generation), Psychographic (Consumer Motivation) and Behavioural (Needs and Benefits, Decision Roles and User and Usage Rate) segmentation for Sony Bravia was carried out. According to the segmentation, specific segments were targeted. The product was then positioned in the market after studying the points of parity and points of differences. Marketing Planning – PGPIM 2013 – 2015 2 Sony BRAVIA Marketing Planning – PGPIM 2013 – 2015 3 Sony BRAVIA Main Report Marketing Planning – PGPIM 2013 – 2015 4 Sony BRAVIA
Introduction Sony India Pvt. Ltd. Sony India Private Limited was established on 17th November 1994. Mr. Kenichiro Hibi is the Managing Director of the company and Mr Sunil Nayyar is the Senior General Manager. Currently Sony India has a staff of 900 employees. Sony India has 270 exclusive Sony outlets and 10,400 other dealers including Reliance Digital and Croma, 255 Sony Service centres, 23 branches in cities such as New Delhi, Mumbai, and Chennai etc. across India. Turnover of the country for the year 2012-2013 was Rs 8,206 crores. The products of Sony India include Bravia, Cyber-Shot, Vaio, Walkman, PlayStation, Xperia etc.
For our report, we have selected Bravia. Bravia stands for Best Resolution Audio Visual Integrated Architecture. Bravia has three variants: LCD, LED and 3D Televisions. There are 35 models across these 3 variants with screen size ranging from 22” to 84” and price ranging from Rs 14,900 to Rs 16,99,900. Sony India sold 11 lakh Bravia televisions in the year 2012-2013 and has set a target of 13 lakh for the year 2013-2014. Bravia contributes to 35% of the sales of Sony India and commands a 21% stake in the Indian television market. Samsung and LG are the major competitors with 25% and 21% stake respectively.
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer the new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates Sony from countless competitors and reflects a true image of all that is Sony. Marketing Planning – PGPIM 2013 – 2015 5 Sony BRAVIA Environment Analysis: The Marketing Environment consists of all the actors and forces influencing the company?
s ability to transact business effectively with its target market. The Marketing Environment can be divided into two parts: 1. Microenvironment 2. Macroenvironment Microenvironment: The microenvironment consists of all the forces close to the company that affects its ability to serve its customers. Microenvironment includes the company itself, its suppliers, market intermediaries, customer markets and publics. Threat Of New Entrants Suppliers Bargaining Power Internal Rivalry Buyers Bargaining Power Threat Of Substitutes Porter’s Five Forces Marketing Planning – PGPIM 2013 – 2015 6
Sony BRAVIA Competitors: Sony Bravia has two main competitors in the television market. Samsung is the first with a market share of 25% followed by LG with a market share same as that of Sony with 21%. There is an intense rivalry between these three companies. All the three players try to come up with an attractive combination of product, price, promotion and place to satisfy the consumer needs and gain the position of the market leader. Other players in the television market include Videocon, Toshiba, Panasonic, etc. Suppliers: Sony does not have a manufacturing facility in India.
Bravia televisions and their components are manufactured in Sony’s manufacturing facilities in Japan, Mexico and Slovakia. Assembling is done in different parts of the world. Sony India Pvt Ltd imports Bravia televisions from China. Customers: Television is a product which is used by the entire household. However, the buyer is usually the head of the family. Sony Bravia is a quality-oriented and not a priceoriented product. Consumers of the product are mainly people living in the urban India and belonging to the A(A1 and A2), B(B1 and B2) and C sections of the SocioEconomic Classification. Substitutes:
Television is a product which provides entertainment to the entire family. As of now there is no other substitute for television. However, there has been an increase in the use of laptops, smart phones and tablets for the purpose of entertainment. New Entrants: The threat of new entrants for Sony Bravia is very less. It has already got a market share of 21%. Micromax, which started off as an IT company in 2000, later started producing mobile phones and has now entered the television market. It, however, poses no significant threat to Sony as it caters to the needs of different market segment.
Panasonic, with their new smart television models, may pose a threat to Marketing Planning – PGPIM 2013 – 2015 7 Sony BRAVIA Sony Bravia as they are employing intensive promotion strategy and have signed Ranbir Kapoor, a famous bollywood actor as their brand ambassador. Macroenvironment: The macroenvironment refers to all the forces that are a part of the larger society and affect the microenvironment. Factors affecting the macroenvironment of the organisation are known as PESTL, that is Political, Economical, Social, Technological and Legal. Political:
Since Sony Bravia is imported, there is always a probability of an increase in the product price if the Government increases excise and import duties. The State Governments also have their own taxation policies. For example, the Maharashtra State Government has recently introduced the Local Body Tax on Cameras and Mobile Phones. It might levy this tax on televisions as well. Economical: In periods of recession the purchasing power of the consumer reduces. For Sony Bravia which is a premium product, such periods can be highly detrimental as consumers would switch to brands which are inexpensive as compared to Sony.
Technological: With the continuously evolving technology, Sony releases new models of Bravia very frequently to cater to the wants of the customers. The most recent models of Bravia launched by Sony employs the 4K technology which provides resolution 4 times that of the Full HD (1080p). Marketing Planning – PGPIM 2013 – 2015 8 Sony BRAVIA SWOT Analysis Strengths: ? Market Share: Sony Bravia is a leading brand occupying second position in the Indian television market having 21% share by volume. ? Strong Distribution Network and Supply Chain:
With 23 branches, 270 Sony exclusive stores and 10,400 dealers, Sony Bravia has managed to reach its target segment of Indian audience. ? Customer Service: With 255 service centres, Sony provides installation help and demo within 48 hours of purchase. Bravia provides 1 year warranty with all their products. Option of extended warranty is also available. ? Innovation: Sony invests constantly in Bravia’s research and development leading to technologies such as the 4K technology which provides 4 times higher resolution than the Full HD (1080p). ? Superior Quality Product:
Sony Bravia is known for its superior picture quality, its gorgeous designs and excellent simulated surround sound. ? Market Operating Price (MOP) Policy: Sony uses the unique MOP policy. According to this policy any particular model of Bravia is available at the same price in all the stores across India. As a result of this, the customer does not have to visit different stores for the best price. Weaknesses: ? High Price: Sony Bravia is priced at a range that is economically suitable only for the middle and the high income sections of the society. Thus one particular section of the society is neglected.
? Lack of Social Advertisements: Sony Bravia lacks extensive advertisement in the form of print media, banners and posters. Marketing Planning – PGPIM 2013 – 2015 9 Sony BRAVIA ? Demand and Supply Gap: Sony Bravia is not manufactured in India. It is imported from the plants in Japan and China. Due to large demands of the latest models in the Indian market, it may sometimes face a shortage of supplies. Threats: ? Competition: Sony Bravia faces threats from Samsung which is its primary rival with a market share of 25% and from LG which has a market share same as that of Sony. ? Nature of the product:
On an average an individual buys a television once in 10 years. Hence, scope of frequent purchases is limited. ? Government taxation policies: Since Sony Bravia is imported, there is always a probability of an increase in product price if the Government increases excise and import duties. The State Governments also have their own taxation policies. For example, the Maharashtra Government has introduced the Local Body Tax on Cameras and Mobile Phones. It might levy the tax on televisions. ? Depreciating rupee: The buying capacity of the Indian consumers reduces due to the depreciating rupee.
This has a direct impact on sales. Opportunities: ? New Market segments: Sony Bravia can form a market penetration strategy for different segments of the society leveraging its success in one segment. The segments can be differentiated region wise or target customers of different income group (ex: super luxury market. Customize your own Television). ? Partnership: – Sony can form partnerships with prominent events in the country like IPL etc – Since digitization has been made compulsory in India, Sony can partner with service providers like Tata Sky, Airtel etc. to provide better services –
Internal partnership: exploit others Sony’s new products to gain other market share ( ex: they should offer Sony Bravia models and Home Theatre together) Marketing Planning – PGPIM 2013 – 2015 10 Sony BRAVIA ? Retention: Retention of the existing customer base for Bravia (retaining a customer costs far less than attracting a new one) ? New technological opportunities: The television market in continuous evolution (ex: Revolutionize the way to control and use the television by Voice control). Marketing Planning – PGPIM 2013 – 2015 11 Sony BRAVIA SWAT / TOWS Matrix: Strengths Opportunitie
S – Weaknesses O Strategy s Treats S – T Strategy W – O – T Strategy W Strategy S–O ? Partnership: Owing a leadership position in the Indian Television Market and a recognized and strong brand image, it will be easy for Sony develop new partnership. Another important aspect to consider is the huge distribution force of Sony India that brings the company to be very attractive for future partners. ? New technological opportunities: Sony has one of the best R;D departments, as it is shown by the recent introduction of the 4K and remote controlling technologies. ? Retaining customers:
In business, customer satisfaction is of utmost importance. Sony Bravia can take advantage of this opportunity to retain its customers using its excellent after sales services. W–O ? Entering new markets: Sony Bravia can change their pricing policy to expand its customer base to low income groups. Marketing Planning – PGPIM 2013 – 2015 12 Sony BRAVIA S–T ? Nature of the product. Leveraging the environment in which Sony operates, it can promote an Exchange policy so that the consumers can exchange their existing Television sets with an advanced Bravia. W–T ? Price and Competition
Sony Bravia can modify its pricing policies in a way so as to eliminate competition from global and local manufacturers such as Samsung and Micromax. Marketing Planning – PGPIM 2013 – 2015 13 Sony BRAVIA Customer Behaviour Analysis After having analysed the Marketing stimuli through the SWOT matrix and the 4P model and understood the marketing environment, we are going to focus our attention on the other components of the Customer Behaviour Analysis. Before focusing on the Buying Decision Process, we should focus on the consumer psychology and the consumer characteristics.
Consumer Psychology The motivation to buy a new Sony Bravia television could be classified as esteem needs in the Maslow’s hierarchy of needs (self esteemed, recognition, and status). Sony Bravia has always inspired its customer with remarkable advertisement campaign enforcing in them emotions and memory. Particularly our interviewers have shown feeling of proud (Sony Bravia is a status symbol) and they link the purchase of the new television as the greatest moments in their lives. Consumer Characteristics Consumer’s buying behaviour is influenced by cultural, social and personal factors.
Cultural values determine a consumer’s wants and behaviour. The kind of values one is exposed to determines the inclination for purchase. For Bravia, a person from the upper class who has been exposed to the values as material comfort and freedom is expected to go for the premium brand Sony Bravia. A person from the lower middle class will think twice about the price and other alternatives before he commits to the purchase. Social factors such as the reference groups, family, roles and status affect the purchasing behaviour of the customer. The interaction within the groups influence a consumer?
s thought process. Family influences the customer’s decision to buy a product. Bravia is a status symbol in many groups and among children as well. Hence the customer considers Bravia because his neighbour boasts about it or his children have friends who have Bravia at their homes, or purely because of his stature expectations. Personal factors such as age, stage in the life cycle, lifestyle, personality and self concept affect a consumer’s decision. Sony Bravia consumer segment mainly consists Marketing Planning – PGPIM 2013 – 2015 14 Sony BRAVIA of people from Middle class or upper class.
Bravia also appeals to the customers who like perfection and who have a certain pride in their personality and self concept. Consumers often tend to purchase products which are consistent with their personal self concept or ideal self concept. Buying Decision Process PROBLEM RECOGNITION: All the factors reported in the customer’s Psychology and Characteristics contribute to the basic needs that a consumer identifies. This is the first stage of the five stages for buying decision process. Due to internal or external stimuli, the need for TV is identified (Problem Recognition).
Television is viewed as a primary source of entertainment in India (Internal stimulus) and it occupies a space in majority of the households in India. External stimulus may be that of a colleague talking about his new Bravia or hear about the amazing performance and clarity, after sales service for Bravia. It inspires the thought in customers to buy a new one or shun an old one to get a new one. The consumers are sufficiently motivated to buy a TV. INFORMATION SEARCH: Based on the interviews conducted, it was observed that Sony Bravia customers search a great amount of information before taking the final decision unlike some other products.
Obviously, the effort is different according to the need that the purchase is going to satisfy. To put it simply, if the aim is replacing a broken television the search will be immediately active and the time between “problem recognition” and “purchase decision” will be short. On the other hand, customers who purchase an additional television or want to upgrade their products pass through a milder search state (heightened attention). The information sources show a similar pattern. Indeed, in the first case, the Replacers, they have said that they consult only family and friends (personal group) Marketing Planning – PGPIM 2013 – 2015
15 Sony BRAVIA and salespersons (commercial group). The other group, likely because of the amount of time that they spend before the final decision, is keen to gather information from examining and using the product (the experience that all the customers can have in a high specialized Sony Center – experimental group). The following represent the probable considerations that Sony Bravia’s customers do before the purchase. Bravia’s consumers are first of all interested in quality (quality-dominant hierarchy) followed by an increasing interest for additional features such as the Internet, games, etc.
(innovation and entertainment). EVALUATION OF ALTERNATIVES: According to Kotler, the consumer evaluation process has three basic concepts. Firstly, the consumers is trying to satisfy a need, in our case the need is to buy a TV as the earlier one has either broken or there is a want of a new one. Secondly, consumer is looking for some benefits, in our case the benefits are viewing pleasure, ease of use and value for money. Thirdly, the consumers see each product as a bundle of attributes like good quality, superior design, reliable, innovative features, etc.
The alternatives present to our consumers in the TV segment are Samsung, LG and other brands. So, according to the survey conducted, consumers preferred additional features like Wi-Fi technology, the Internet, games etc. and quality to be the most valuable following with price, brand and design. But consumers chose Sony due to its quality and design whereas consumers chose Samsung for the additional features it Marketing Planning – PGPIM 2013 – 2015 16 Sony BRAVIA offers and its brand. Finally, as written by Kotler, they have shown the use of expectancy-value model to evaluate the different options.
A different weight of some precise factors could bring customers to choose between Sony Bravia and other competitors. Our survey has shown a heavy weight for Quality and Brand, with 61 and 37% of the surveyed that put these two features at the first place of importance, and, as imaginable, a low weight of Price (more than 70% of the interviewed declare position price in the last to position in order of importance). PURCHASE DECISION: After evaluating the various alternatives, the consumers form preferences among the brands and may also form an intention to buy the most preferred brand.
In executing a purchase decision, consumers often take mental shortcuts called “Heuristics” or rules of thumb in their decision process. Even if consumers form brand perceptions, two factors can intervene between the purchase intention and purchase decision. First is the attitude of others. The closer the other person is to the buyer, the more it influences the decision to buy. The second factor is unanticipated situational factors that may erupt to change the purchase intention. According to the results of the survey, consumer’s decision in favour of which Television set they would like to buy depends on a number of factors.
Some of the factors that stand out are „Advertisements? , „Brand Loyalty? and „Family/Friends Experiences?. It can be observed from the survey results that most people would like to buy Sony Bravia because of Brand Loyalty while the decision of most to go for Samsung is influenced by the experiences of their Family/Friends. Marketing Planning – PGPIM 2013 – 2015 17 Sony BRAVIA POSTPURCHASE BEHAVIOUR: According to Kotler, “the marketer’s job doesn? t end with the purchase”. Marketers Must monitor the post purchase satisfaction, post purchase actions and post purchase product uses and disposal.
Customers are dissatisfied if their expectations are not met, satisfied when their expectations are met and delighted when the product exceeds their expectations. In our case, according to the survey carried out, majority of the customers are satisfied or delighted with Sony Bravia. A satisfied consumer is more likely to purchase the product again and will also tend to say good things about the brand to others. Indeed, 26 per cent of the people bought a Sony Bravia based on consumer feedbacks. This proves that consumers are satisfied with the product and they recommend the product to others.
Sony Bravia also provides consumers with excellent postpurchase service through its extensive network of 255 service outlets. In general, more quickly consumers consume a product, the sooner they may be back in the market to repurchase it. However, Sony Bravia, being a durable good with product life of approximately 10 years, cannot take advantage of this consumer behaviour. Disposal of electronic good is detrimental to the environment. Hence, Sony Bravia offers attractive exchange offers. This policy helps in retaining existing consumers and attracting new consumers.
Customer Satisfaction Analysis: Customer satisfaction helps in building long-term relationship. Companies are increasingly focusing on customer-on-top business model wherein customer advocacy is their strategy. Frontline people are becoming more and more important as they are responsible for meeting, serving and satisfying customers. Consumers are better educated and informed than ever so they expect companies to do more than satisfy them. Now customer satisfaction encompasses a wide range of activities ranging from delivering a product to responding to the complaints.
The areas Sony needs to focus on to ensure customer satisfaction can be categorized as: Marketing Planning – PGPIM 2013 – 2015 18 Sony BRAVIA ? Customer’s experience – The customer’s buying experience has a major impact and it includes the size of the showroom, kind attitude of the salesmen, comfortable seating and liberty to try out various features in a television. ? Product and Service quality – The product and service quality, customer satisfaction and company profitability are related. The survey results showed that people relate Sony Bravia to superior picture quality.
Capitalizing on quality can drive costs down and impact customer satisfaction at the same time. Since Sony Bravia is a high-end product, pricing portfolio needs to be carefully constructed. ? Loyalty relationships – Sony needs to retain its existing customers and try to build long term relationships as it will give it a competitive advantage. The survey results showed that people prefer buying Samsung and Sony the most, so building loyalty can be fruitful in the long run. ? Monitoring Satisfaction – Sony needs to understand the difference between
“completely satisfied” and “very satisfied” customers because only the former tend to show loyalty towards the brand. Also, the meaning of being “completely satisfies” can change from customer to customer. Periodic surveys should be held to track satisfaction levels. ? Complaint handling – Sony has high quality after sales services. Each company should make it easy for customers to complain. The concept of local empowerment should be brought in. It enables first-line sales, service and administration teams in the branches and districts to rapidly and effectively respond to customers and resolve complaints.
Marketing Planning – PGPIM 2013 – 2015 19 Sony BRAVIA Competitor Analysis An industry is a group of firms offering a product or a class of products that are close substitutes for one another. A competitor is defined as a company which satisfies the same customer needs. In the television industry, Sony faces fierce competition from Samsung and LG. Samsung: Samsung is the biggest competitor for Sony right now. It has a market share of 25% in the television market and is the market leader. It uses the competitive price strategy to increase the market share. There is a paradigm in Samsung?
s target market to the higher price category. Samsung’s objective is to inspire consumers using New Technology, Innovative Products and Creative Solutions. Objective: Samsung Electronics? vision for the new decade is to “Inspire the World, Create the Future. ” Samsung is committed to inspiring communities around the world by developing new value for their core networks: industry, partners and employees. Through these efforts, Samsung hopes to contribute to a better world and a richer experience for all. Target Segment: Samsung targets the customers in both, Urban and Rural markets.
To target the Rural market and the SEC D and E of the Urban market, Samsung has different models of its CRT variant. To target the SEC A, B and C of the Urban market, Samsung sells its LCD, LED and 3D variants. Product Strategy: Samsung associates itself with high end technologically advanced television. Pricing Strategy: Samsung products are made available at very competitive prices. It also focuses on the “value for money” concept. The price of their CRT variant starts from as low as Rs 4,890 and the price of their LCD variant starts from Rs 14,900.
Marketing Planning – PGPIM 2013 – 2015 20 Sony BRAVIA Promotion Strategy: Samsung does extensive advertising on Television media, using celebrities like singing group “Black eyed peas” to promote their brand. They let the consumers experience the Samsung products in major events Positioning Strategy: Samsung appeals to the market as the next generation smart TV. Its tag line “Next is what” reinforces the implementation of evolving technologies in the television industry. It positions it products as value for money by providing good picture quality at a reasonable price.
Strengths: ? Market Share: Samsung is the market leader in the Indian television industry with a market share of 25%. ? Value for money: Samsung provides a good quality product for a very competitive price and focuses on the value for money aspect. Weaknesses: ? Lack of Samsung Plazas There are a very few exclusive Samsung Plazas with a complete range of all the variants of Samsung television sets. Samsung products are mainly available in multibrand stores who do not stock the entire range of the products. ? No Price Uniformity Samsung doesn?
t have a fixed market price policy owing to which the consumers find different cost of the same product from different vendors. ? Demand and Supply Gap: Samsung televisions are not manufactured in India. They are imported. Due to large demands of the latest models in the Indian market, it may sometimes face a shortage of supplies. Marketing Planning – PGPIM 2013 – 2015 21 Sony BRAVIA LG: LG is the second competitor posing a threat to Sony Bravia’s television business. LG occupies a joint second place with Sony in the television market with a market share of 21%.
It uses the competitive price strategy to increase the market share. LG’s objective is to provide an incredibly immersive viewing experience to customers by providing a product design with Pure Inspiration, Cutting edge technology and Innovation. Objective: LG pursues its 21st century vision of becoming a worldwide leader in digital market that ensures customer satisfaction through innovative products and superior service. LG aims to succeed through constant development of capability based in ethical management and doing business in transparent and honest manner. Target Segment:
LG televisions are a price oriented product. LG targets the customers in both, Urban and Rural markets. To target the Rural market and the SEC D and E of the Urban market, LG has a variety of models of its low priced CRT variant. In the Urban Market, LG primarily targets SEC B and C using its low priced LCD and LED variants. It also targets the SEC A with its 3D variants to a small extent. Product Strategy: LG has initiated a Green Product Strategy. It has set a strategy to develop products that reduce environmental impacts throughout the life cycle of the product.
Pricing Strategy: LG television sets are available at a very reasonable price with acceptable quality. The price of the CRT variant starts from Rs 5,350. The price on the LCD variant starts from Rs 12,750. Promotion Strategy: LG promotes its products using the Life’s Good Campaign. LG has initiated a global online campaign called “LG’s Life’s Good” to engage and interact with its customers. The Life’s Good Campaign aims to bring happiness and cheerful to people and make them feel special. Marketing Planning – PGPIM 2013 – 2015 22 Sony BRAVIA Positioning Strategy:
LG positions its products as low priced product with acceptable quality. It positions its product as result of sustainable management. Strengths: ? Market Share: LG has a market share of 21% in the Indian television market and shares the 2 nd position with Sony Bravia. ? Low Cost Products: LG provides products with acceptable quality at a low price as compared to the other leading players such as Sony and Samsung. Weaknesses: ? Lack of exclusive LG stores There are a very few exclusive LG stores with a complete range of all the variants of LG television sets.
LG products, like Samsung are mainly available in multi-brand stores who do not stock the entire range of the products. ? No Price Uniformity LG doesn? t have a fixed market price policy owing to which the consumers find different cost of the same product from different vendors. After studying the two competitors of Sony, which are Samsung and LG, we can conclude that both of them have similar weaknesses. Sony should attack Samsung, the market leader and try to acquire the top position in the television market in India.
Sony should not attack LG as LG provides price-oriented product with acceptable quality. There are five attack options available to Sony: frontal, flank, encirclement, bypass and guerrilla attacks. Sony which is the challenger should employ a modified frontal attack against Samsung, the market leader, to increase its market share and gain the position of the market leader. In a pure frontal attack, the attacker matches or betters the opponent’s product, advertising, price and distribution. A modified frontal attack would involve attacking only one or two of the above factors.
Marketing Planning – PGPIM 2013 – 2015 23 Sony BRAVIA Sony has a better product with respect to Samsung which is however, expensive. Sony’s distribution network is better than that of Samsung? s. However, Sony can improve its promotion and make it better than that of Samsung? s. Currently, Sony makes use of advertisements only during occasions such as festivals like Diwali or sports events such as the cricket world cup. Sony should promote its superior picture quality and design by increasing advertisements. Sony should also sign a brand ambassador for Bravia like it
has done for its other products like Vaio and Xperia. Marketing Planning – PGPIM 2013 – 2015 24 Sony BRAVIA Segmentation Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants. The purpose of segmentation is to discern differences in consumer preferences, purchase patterns and behaviours. The major segmentation variables are geographic, demographic, psychographic and behavioural. Geographic Segmentation: Geographic Segmentation divides the market into geographical units such as nat
