GASony de Venezuela

Price Map CFM

turn on

SDV SONYPARALLEL

PANASONIC AIWA PHILIPS

MONO3PCS 1BOX

50

80

130

30

turn off1st 2nd 3rd 4thRequestShare

SONY DE VENEZUELA

30%

SONY PARALLEL

5%AIWA13%

OTHER6%

PANASONIC15%

PHILIPS31%

Market Share CFM Oct. 98

Price Map

Request CFM-CFS

• Different design (Rounded shapes, Color Variation).

• Minimun Power Output 20 Watts.

• Headphones Output

• Autovoltage 120~220V

• 4 speakers All CFS Line Up

• FOB reduction (5%)

Price Map

Price Map CFD

1st 2nd 3rd 4thturn On

SDV SONYPARALLEL

PANASONIC AIWA PHILIPS

SINGLE DECK DOUBLE DECK MINI

170

230

340

100

turn Off RequestShare

SONY PARALLEL

7% SONY DE VENEZUELA

20%

AIWA25%

OTHER3%

PANASONIC10%

PHILIPS35%

Market Share CFD Oct. 98

Price Map

Request CFD

• Minimun Power Output 100 Watts.

• Compact design (Like new Philips design)

• Different design (Rounded Shapes, Color Variation).

• On/Off button for turn on Aerobasso system

• POP material ( shelf talker, danglers; keeping this year’s displays)

• FOB reduction (10%)

Price Map

MICRO1st 2nd 3rd 4th

65

90

340

30

Price Map TCM /M / ICD

SDV SONYPARALLEL

PANASONIC AIWA OLYMPUS

turn OnCOMPACT DIGITAL turn Off RequestShare

TCM/ M/ ICD

SONY DE VENEZUELA

14%

SONY PARALLEL

20%

AIWA16%

OTHER14%

PANASONIC20%

PHILIPS16%

Price Map

Request TCM / M / ICD

• Flat and round design

• Rechargeable battery ( TCM basic model )

• Quick playback

• POP material ( displays, shelf talkers )Price Map

30

120

200

15

SDV SONYPARALLEL

PANASONIC AIWA PHILIPS

Price Map TR

turn OnWorld Band ReceiverPortableClock Radio turn OffStereo RequestShare1st 2nd 3rd 4th

Market Share TR Oct. 98

PANASONIC5%

PHILIPS30%

SONY DE VENEZUELA

25%

SONY PARALLEL

6%

AIWA28%

OTHER6%

Price Map

Request TR

• Cilindrical shape and color variation

• Wake-up level volume of alarm in clock radio models. ( high-low)

• POP material (danglers, shelftalker)

• Reduce FOB 15% ( World band receiver )

Price Map

130

240

360

95

SDV SONYPARA

PANASONIC AIWA PHILIPS

Price Map PCD

turn OnBASIC ESPCAR KIT turn OffTUNER SPORT RequestShare1st 2nd 3rd 4th

SONY DE VENEZUELA

30%

SONY PARALLEL

10%AIWA20%

OTHER0%

PANASONIC15%

PHILIPS25%

Market Share PCD Oct. 98

Price Map

Request PCD

• Include SRS Mini Speakers and car kit in car discman basic model.

• Increase ESP time ( 20,30,40 sec )

• Diferent design ( large display LCD, compact design)

• Increase battery life in basic models

• Reduce FOB 10%

Price Map

50

85

130

20

SDV SONYPARA

PANASONIC AIWA PHILIPS

Price Map WM

turn OnANALOGO TOQUE SUAVEDIGITAL turn OffSPORT RequestShare1st 2nd 3rd 4th

SONY DE VENEZUELA

30%

SONY PARALLEL

7%AIWA42%

OTHER5%

PANASONIC7%

PHILIPS9%

Market Share WM Oct. 98

Price Map

Request WM

• Diferent design ( rounded shapes, flater design and better design of belt clip).

• POP material ( Shelftalker, displays, card holders )

• Reduce FOB (10%)

Price Map

turn OnHEADPHONES REMOTE CONTROL turn Off RequestShare1st 2nd 3rd 4th

15

50

110

5

SDV SONYPARA

PANASONIC PIONEER PHILIPS

Price Map MDR/SRS/RM

MINI SPEAKERS

SONY DE VENEZUELA

20%

SONY PARALLEL

25%AIWA10%

OTHER5%

PANASONIC15%

PHILIPS25%

Market Share MDR/SRS/RM Oct. 98

Price Map

Request MDR/SRS/RM

• RM reduce FOB (15% ) to fight parallel importation. Together ( SDV and Parallel) Sony has 60% market share.

Price Map

PANASONIC13%

PHILIPS23%

SONY DE VENEZUELA

25%

SONY PARALLEL

11%AIWA24%

OTHER4%

Total Industry GA 98

1 2000

2853

7555

2252

5983

4353

24, 275

8, 1 05

1 1 91 4

5482

7882

81 09

1 2, 575

8273

1 4078

7800

541 1

9356

1 01 01

9452

338

1 2500

8280

1 0800

9420

3725

7957

1 0650

1 0860

320

0

1 0000

20000

30000

40000

50000

60000

70000

80000

T otal 96 T otal 97 T otal Sal es

E s t. '98

T otal FY B gt

'99

SR S

R M

M DR

C FD

C FS

P C D

WM

T C M

T R

Sales Comparison Chart by Sub Categories GA (QTY)

Qty

$ 495

$ 89

$ 290

$ 286

$ 31 2

$ 624

$ 425

$ 256

$ 504

$ 634

$ 342

$ 988

$ 206

$ 305

$ 441

$ 784

$ 21 6

$ 995

$ 86$ 82

$ 3

$ 291

$ 337

$ 366

$ 1 , 200

$ 1 75

$ 1 , 1 97

$ 81$ 1 41

$ 5

$ 0

$ 500

$ 1 , 000

$ 1 , 500

$ 2, 000

$ 2, 500

$ 3, 000

$ 3, 500

$ 4, 000

T otal 96 T otal 97 T otal Sal es

E s t. '98

T otal FY B gt

'99

SR S

R M

M DR

C FD

C FS

P C D

WM

T C M

T R

Sales Comparison Chart by Sub Categories GA (AMOUNT)

Amount

34996

65767

77384 74,512

0

10000

20000

30000

40000

50000

60000

70000

80000

Total 96 Qty Total 97 Qty Total Sales Est.'98 Qty.

Total FY Bgt'99 Qty

Total 96 Qty Total 97 Qty Total Sales Est. '98 Qty. Total FY Bgt '99 Qty

Sales Comparison GA ( QTY )Qty.

$2,096

$3,149 $3,118

$3,566

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

Total 96 Amt Total 97 Amt Total Sales Est.'98 Amt.

Total FY Bgt'99 Amt

Total 96 Amt Total 97 Amt Total Sales Est. '98 Amt. Total FY Bgt '99 Amt

Sales Comparison GA (AMOUNT)Amount

12,575

8273

14078

7800

5411

9356

10101

9452

12500

8280

10800

9420

3725

7957

10650

10860

0

1 0, 000

20, 000

30, 000

40, 000

50, 000

60, 000

70, 000

80, 000

T otal Sal es

E s t. '98 Qty.

T otal FY B gt '99

Qty

SR S

R M

M DR

C FD

C FS

P C D

WM

T C M

Total Sales Comparison GA 98/99 ( QTY )Qty

$ 206

$ 305

$ 441

$ 784

$ 21 6

$ 995

$ 86

$ 82$ 3

$ 291

$ 337

$ 366

$ 1 , 200

$ 1 75

$ 1 , 1 97

$ 81$ 1 41

$ 5

$ 0

$ 500

$ 1 , 000

$ 1 , 500

$ 2, 000

$ 2, 500

$ 3, 000

$ 3, 500

$ 4, 000

T otal Sal es E s t. '98 T otal FY B gt '99

SR S

R M

M DR

C FD

C FS

P C D

WM

T C M

T R

Total Sales Comparison GA 98/99 ( AMOUNT )

Amount

• Maintain whole line up

• Price management,transfer FOB reduction to consumers

• Fill in stores with POP material

• Take share from other brands

• Take share from Sony Parallel

• To take space in stores avoiding competition to put their POP.

GA

ObjectivesStrategies