Sonic Marketing Analysis Proposal

To regain some of its market share in its “growth driven” and “stable profit generators” sectors, Sony can reposition its competition in the minds of consumers. For instance, Sony can use comparative advertising to demonstrate that its brands are superior to its competitors. In this situation, Sony can attempt to alter the portrayed image of its competitor, Nintendo, and position its PlayStation game console as the better-quality product (Positioning(marketing), n.d).

Create a new positioning statement for your product, and provide justification for your new positioning strategy.

By following the same format as the previous survey, the VSO gained no new knowledge as to what will increase ticket sales. Lowering price may help, but other factors such as music that people would like to hear but the VSO doesn’t offer, wasn’t collected. The VSO again wasted their money conducting a convenience sample where results are biased and questionable.

For the past couple of weeks, I engaged in a marketing simulation. This Simulation was extremely fun while challenging as it taught me the right way to advertise and market a new brand, specifically a computer, that you are putting out to the world. The targeted markets were Chicago, Sao Paulo, Paris, and Shanghai. There were three different segments that were related to PC’s and laptops. Those three were Mercedes, Workhorse, and Traveler. Below, I am going to mention what specific decisions I made in each of the six quarters as well as why I made each decision.

a. To me, I believe that their statement above the door of their design studio speaks a lot of volume in terms of motivation and determination. By me reading the statement, it automatically gives me the mindset of wanting to innovate and excel pass the normal expectations that are expected. This shows their employees that innovating is an important factor to the company and the way to success. As a company, their goal is to continue to refine and develop new products and surpass their limits when it comes down to developing and designing products. They design new and better products in order to replace the already existing merchandises.

Samsung is a South-Korean company and its headquarters is in Samsung Town, Seoul (Samsung, 2014). Samsung is made up of 80 companies together. At present Samsung branches exists in 61 countries. Samsung is one of the world 's leading manufacturer in the Android mobile (smart) phone industry. Samsung after releasing the smart phones in the name of Samsung galaxy series which started with Galaxy Y basic model. Later Samsung released S series which got overwhelmed response all around the world. On 24 February 2014 Samsung released Galaxy S5 which was an immediate and quick successor after Galaxy S4 the previous model. When designing the Galaxy S5 Samsung worked on the drawbacks of the previous models and improved camera quality, running speed, finger print reader, private mode, dust and water resistance (Andrew, 2014). In this analysis I have researched and proved that Samsung organization used Integrated marketing and communications on basis of their target audiences, message strategy and media choices.

The Markstrat world has a population of 250 million people. Through Year 4, the Sonite market consisted of 1.67 million people with an expected growth rate of 53% over the next five years. In order to meet the needs of consumers in the larger growing segments, Company U has developed two products in the Sonite market: SUSI and SULI. SUSI is the lower quality offering, marketed towards Singles and Others who are the most price-sensitive. Others and Singles are projected to have the highest growth rates over the next five years, at 98% and 86% respectively. This is Company U’s target market for SUSI and sales are forecasted to almost double in each segment through Year 10 (Table 1 and Chart 1). SULI is the high quality electronic offering, distributed primarily to Professionals and High Earners who are driven by performance and convenience. Market Share for both Professionals and another market segment, Buffs, are expected to decline through Year 10. The Vodite market currently consists of approximately 200,000 people with an expected growth of 200% through Year 10. The Followers segment of the Vodite market is projected to have the largest growth over the next five years at over 3300%. Company U introduced a Vodite, VUGO, in Year 5 to initially target the Early Adopters segment in turn creating a strong foundation to penetrate the Followers segment through Year 10 with predicted long term sales growth of 17%.

Paramount has become a market leader in global consumer products; but knows that innovation is vital to continue success. Paramount has used technology to create an innovative razor, but wants to make sure that it is positioned effectively.

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

For any business to successfully add value they either do so through lower costs or superior benefits to the consumer by offering product differentiation (Singh 2012). Samsung was a late starter into the smart phone industry, while, this has not prevented them from successfully positioning their product at the forefront against those offered by their competition such as Apple. Gary Armstrong (2011) defines a product’s position as “the complex set of perceptions, impressions and feelings that consumers

 Brand Awareness – As discussed in the text, brand awareness provides a foundation for brand equity. Consumers are more likely to recognize a package than to recall a brand name. Chapter 12 discussed ways in which Sonic can use packaging and labeling to support its brand image. Sonic will use red for energy and power, orange for fun and value, blue for productivity, brown for a sense of masculinity, and black to work as an accent for the other colors. The idea

As the company prepares for the release of the product, it will need a centerpiece upon which all members of the company, whether chief financial officer or sanitation technician, can turn to for a constant reminder of the reason they strive to produce a quality of work that will make Sonic known throughout the industry as a market leader. The mission statement for Sonic will address the customer as well as the associate while creating for them both a sense of excitement about their partnership with the company.

The Sonic firm would later have the opportunity to pursue either the Cost Leadership or Differentiation segment. It is important that the Sonic sustain the lowest cost to gain brand recognition in the market. Sonic can pursue targeting identified segments with multi – dimensional satisfaction that includes quality, differentiation, and price (Kotler). The Overall Cost Leadership states that firms work hard to achieve the lowest production and distribution cost. Sonic has not established their brand or image so their price for competing PDAs is lower than competitors. Differentiation sets the product apart and the firm must make the products with the best components. The Sonic PDA must be positioned as a versatile, convenient, and value added product. The focus would incorporate hands free operation for multiple communication, entertainment, and information capability.

This paper comprehensively describes the marketing plan of a charismatic organization Apple Inc. The main focus of the paper is to describe the most important marketing strategies which Apple has espoused from the date of its emergence and different challenges which it has faced from time to time. The paper begins with an introduction to the organization. Apple Inc. is an American MNC; engaged in the business of developing and marketing of IT products. Apple has expanded its business operations all over the world. Every product which Apple introduces has its own target market; it develops marketing plan and strategies for each of its products separately (Apple, 2012). Apple's strengths include strong brand image, financial strength, product and process design, and highly efficient operations management while high prices and inability of up gradation of some products are its main weaknesses. Apple has threats from its competitors, increasing costs, and economic situations but has greater opportunities in entering new markets, making strategic alliances, and bringing innovations through efficient R&D. Before entering new markets, Apple has to analyze the business environment through sensitivity analysis, and then decide a framework for the future strategies.

In contrast to Philips, Matsushita’s success stems from highly efficient and centralized operations. Also unlike Philips, Matsushita’s numerous domestic retail outlets in Japan are ideal for the sale and distribution of their products and provide valuable market research opportunities and capabilities. Both the structure and culture at Matsushita encourage an entrepreneurial drive in their employees and divisions, as they compete for funds to develop new products, and extraordinary communication exists between the international operations and the home office in Japan.