Sony Marketing Plan

4304 Words Sep 23rd, 2011 18 Pages
SONY BRAVIA 3D HDTV
®

2010 MARKETING AND PROMOTION PLAN
ALLA ABRAMYCHEVA MICHAEL GUZMAN FARAN MAQSUD KEITH McMURDY ANDREW YAKOVLEV

PREPARED FOR PROFESSOR DAVID DIAMOND MKT 9703 MARKETING MANAGEMENT CUNY BARUCH ZICKLIN SCHOOL OF BUSINESS 5/2010

TABLE OF CONTENTS
SONY ADVANTAGE p.3 COMPANY AND PRODUCT PROFILE p.4 SWOT AND COMPETITOR ANALYSIS p.7 MARKETING PLAN OBJECTIVES p.10 CUSTOMER TARGETS AND SEGMENTS p.12 MARKET POSITIONING p.14 IMPLEMENTATION GUIDELINES p.16 PROMOTIONAL PLAN p.17 CONCLUSION p.19

SONY ADVANTAGE
! Sonyʼs television business is uniquely positioned to thrive in today's consumer electronics marketplace. Other manufacturers have accepted the commodification of their wares, focusing on price points and generic television
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PRODUCT

5

PROFILE
! Sony's 3D plans revolve around gaming, movies and sports. Sony is already working on gaming with the PlayStation 3 upgrade plans and its movies division, Sony Pictures, is already producing 3D movies. "Cloudy with a Chance of Meatballs" will be the first in the catalog of 3D movies created by Sony Pictures Entertainment to be issued on Blu-ray disc, and is scheduled for release in the summer of 2010. Other movies announced this year in 3D include "Monsters vs. Aliens," and "Disney's A Christmas Carol." Sony Pictures Entertainment plans to continue the release of both its latest movie titles and previous masterpieces on "3D Blu-ray discs" going forward. ! The excitement of sports is also suited to the dynamic realism of 3D, and this is another area in which Sony is concentrating its 3D efforts. Through an alliance with ESPN, the largest sports broadcaster in the U.S., Sony will cooperate in the 3D filming of sports events including "X Games" and "College Football" to deliver the full impact and excitement of 3D sports broadcasts. Sony is also driving the growth of 3D in sports such as golf and football through its previously announced 3D agreements with FIFA and the PGA Tour. ! Discovery Communications, Sony Corporation and IMAX Corporation announced a joint venture to be established to develop the first dedicated 3D television network in the U.S. The partnership brings together three

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