SONY

Submitted in Partial fulfillment of the requirement for the award of the Degree of Master of Business Administration.

GYNENDRA PRASAD 10P35G0237 MARKETING SPECIALISATION I.I.B.S NOIDA

UNDER GUIDANCE OF Mr. SACHIN RASTOGI ASSIT. PROFESSOR

Centre for Participatory and Online Programmes Bharathiar University Coimbatore 641 046 NOVEMBER, 2011
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DECLARATION

I hereby declare that this project work titled SONY is a record of Original work done by me under the guidance of Mr. SACHIN RASTOGI and that this project work has not formed the basis for the award of any Degree/Diploma/Associate ship/Fellowship or similar title to any candidate of any University.

Signature of the candidate

Name Result Date : Countersigned by:-

: GYANENDRA PRASAD :

Course with Specialization: MARKETING

Signature of the Guide (with seal)

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CERTIFICATE

This is to certify that the project work entitled SONY submitted to Bharathiar University in partial fulfillment of the requirements for Degree of Master of Business Administration Supervision the basis and guidance and that this the award of the in MARKETING MANAGEMENT project work has not formed

is a record of the original work done by GYANENDRA PRASAD under my for the award of any Degree/Diploma/Associate ship/Fellowship

or Similar title to any candidate of any University. (Seal) Signature of the Guide

Name and Designation

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ACKNOWLEDGEMENT
I am indebted to a number of persons for their advices, suggestions, directions and cooperation that has enabled me to prepare this project. First of all thank from the core of my heart to Professor ANUBHAV VERMA, who helped me in every step about my project by giving proper guidance,advice and inspiration.

Then I would take the opportunity to thank our professors at International Institute of Business Studies, for their valuable support and encouragement. Their words of wisdom will always be remembered, and I am convinced that the knowledge of marketing that they have imparted would go a long way in helping us all through our professional.

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CONTENTS

No 1 2 3 4 5 6 7 8 9

Chapter Executive Summery Company Profile Function Department Product Profile The Other Market Players SWOT Analysis Conclusion Punch Line Bibliography

Page no. 7 - 11 12 - 15 16 17 18 20 21 27 28 31 32 34 34 36 37 39

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Chapter 1

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EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

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The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern.

This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population.

As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in consumer preferences towards higher-end, technologically advanced branded products has been quite discernable.
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OBJECTIVES OF THE STUDY:

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Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market. The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumers requirement. Hence the concerned project is undertaken: To analyze the customers requirement. To study the Competitors service attitude of staff member to customers. To find out the strength and weakness of competitors. To provide the better services & try to built the credibility in the consumer. To know the opinion & suggestions of customers.

INDUSTRY CLASSIFICATION

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The consumer durables industry can be broadly classified as consumer electronics and consumer appliances. The consumer appliances category can be further segmented as white goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the lives of millions but also has made a difference in their lifestyles. Visit Sony across the world and discover how a name, synonymous with technology, has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.

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Chapter 2

COMPANY PROFILE

COMPANY PROFILE

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In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo Telecommunications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked-off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognised brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Betacam, Handycam, the Compact Disc and the floppy disc .Sony has continually made things better, smaller and more innovative than ever thought possible.

Sony Corporation now spans a range of industries including audio visual electronics, information technology, broadcast, telecommunications, entertainment, satellite broadcasting and even insurance and finance.
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Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.

Sony in India
Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on 16th January 1995.

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COMPANY MISSION
Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sell excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer.

Chapter 3
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FUNCTION DEPARTMENT

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Departmentalization: Subdividing work and workers into separate organizational

units responsible for completing particular tasks.

Functional Departmentalization:
Organizing work and workers into separate units responsible for particular business functions or areas of expertise.

Product Departmentalization:
Organizing work and workers into separate units responsible for producing particular products or services.

Customer Departmentalization:
Organizing work and workers into separate units responsible for particular kinds of customers.

Geographic Departmentalization: Organizing work and workers into separate units

responsible for doing business in particular geographical areas.

Matrix Departmentalization: A hybrid organizational structure in which two or more

forms of departmentalization, most often product and functional, are used together.

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Chapter 4

PRODUCT PROFILE

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PRODUCT PROFILE

Basic Consumer Durables:

Flaunt your Cyber-shot

Make heads turn with the smart Sony Cyber-shot. With chic colours to choose from, this trendy camera lets you capture your special moments in style.

Experience the Real Entertainment

Feel true picture, pure sound & smooth action with Sony BRAVIA LCD TV.

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Dress up with VAIO CS

VAIO CS is an extraordinary blend of elegance, fun and

high performance with its irrestible colour range and mystic features.

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Chapter 5

PRODUCT PROFILE

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PRODUCT PROFILE

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PRODUCT PROFILE

REFRIGERATOR . Side by Side Refrigerator . Frost Free Refrigerator . Direct Cool Refrigerator

WASHING MACHINE . Dish Washer . Steam Washer Dryer . Washer Dryer . Front Load Washing Machine . Top Load Washing Machine . Semi Automatic Washing Machine

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MICROWAVE OVEN . Solar Dom Microwave . Convection Microwave . Grill Microwave . Solo Microwave

TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV

Home theatre

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COMPUTER PRODUCTS . Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector MOBILE PHONE . KM900 . Cookie . Secret . KC550 . Dynamite . All Rounder
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TELEVISION
. LCD TV

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. Plasma TV . Ultra Slim TV . Flat TV

Home theatre

COMPUTER PRODUCTS

. Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector

MOBILE PHONE

. KM900 . Cookie . Secret . KC550 . Viewty 27 | P a g e . Dynamite . All Rounder

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CHAPTER 6

SWOT ANALYSIS

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SWOT ANALYSIS OF SONY AS PER INTERVIEW

STRENGTH :

Sony has build up a good brand image & customer loyalty by his service & quality.

Same price in all over in India is also a great attraction for customer. Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. To provide better service Sony conducts the Service camp & Training and keep its employee update.

WEAKNESS:

As Sony is a costly brand and this high price factor is not affordable to Indian customer.

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OPPORTUNITY:

Sony is leading brand in consumer durable market because of its better service and quality. It has a professionalism, good service attitude and knowledgeable staff and employee. Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.

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THREATS:

There are some major brands like Samsung, LG which are providing the good quality products at affordable price keeping in view the Indian consumer and this factor is raising the competitors.

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Chapter 7

CONCLUSION

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CONCLUSION

According to research of 30 days in Sony India ltd, it reveals that Sony is real as well

as a great leader in electronic and consumer durable.

Sony is masters in Bravia LCD TV; Cyber shot camera, and vaio notebooks.

Sony has credibility in these products.

Sony as a brand is so popular in rich class people; they think it is nothing but a status

symbol.

Sony is facing tough competition with Samsung & LG because of reasonable price &

quality.

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 But when considered service attitude, one pricing policy, promotion policy, quality of

a product, professional appearance & knowledge of staff regarding product features and function, Sony is far ahead from Samsung & LG. Sony plays a vital role in consumer durable market.

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Chapter.8

Punch Line

MAKE.BELIEVE
Believe that: 36 | P a g e Curiosity is the key to creativity. Anything you can imagine, you can make real.

How Sony sees it:

make.believe will unite our communication efforts and provide a single face to convey the role of Sony to the world. This will reignite the brand and inspire people about the magic of Sony.

make.believe symbolizes the spirit of our brand. It stands for the power of our creativity, our ability to turn ideas into reality and the belief that anything we can imagine, we can make real.

Thus,

MAKE.BELIEVE IS THE SONY GROUPs BRAND MESSAGE

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Chapter 9

BIBLIOGRAPHY

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BIBLIOGRAPHY

1. The information provided by the customer. 2. Through the personal interaction with the help of questionnaire. 3. Websites of consumer durable brands. Like Sony, Samsung, LG etc. 1) WWW.Google.com 2) WWW.Sony.co.in 3) WWW.Samsung.com/in

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