Marketing Presentation SINHA

7/31/2019 Marketing Presentation SINHA

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Ahsan Habib SinhaPresenter Name:



Presenter Name: Ahsan Habib Sinha

A

Report

on

Marketing Plan and Strategy of

Sony Ericsson



Our Group Members Are:

Ahsan Habib Sinha ID: UG01-17-08-010

Riad Arfin ID: UG01-17-08-033

Nur Hasan Ali ID:UG01-17-08-000

Rakib Ahamed ID:UG01-17-08-009

Asma ul Husna ID:UG01-17-08-001




Acknowledgement

It has been good for ours that we get a lot of advice, suggestion & guidance of manywise people who are talent and whose knowledge and skills have enhanced this report

in many ways. We give thanks for their valuable help: Our course instructor NIPA SAHA has helped suggested and inspired us for preparing

the report. Our classmates, Faculty Members are helped us a lot. Without whom the statistical

analysis of the report would not have been possible. In The other few leading organization of our country helped us for making this report

completed. And they also guided us for knowing about few international organizations Therefore we thank to Websites and Newspapers we are obliged to give them

extraordinary thanks




Dedication

We dedicate our report to Those peoples who are always busy toproduce crops for us. We mean the farmers of our country. Forthose people if we can do any thing then we will be very happy.But in this time we are all busy in our study so we can not movethere to help them. That’s why we decided to dedicate our report to

them with our best wishes.




Executive Summery

In brief, this assignment is concerned about marketing management. It

covers in details about the concept of marketing mix with the aid of Sony

organization which I have taken as a case study in exploring the way thisorganization has applied the marketing mix . In this assignment the following

points are going to be discussed:

1.Sample List of Marketing Mix being used By the organization.

2.Find out if the marketing mix used by organization is satisfactory.

3.My suggestion to the organization concerning the marketing mix.

Presenter Name: Ahsan Habib Sibha




Over View of the report



Presenter Name: Rakib Ahmed

Background

Technology is growing fast in Bangladesh, causing the cell phone not to be a

necessity at this time but a want amongst the Bangladeshi people. The next

few years will show that more people in Bangladesh will be purchasing cell

phones. Today customers expect more, have more choices and they needed

the best for the amount they spend. So, marketing strategic plan has becomeso important in this aspect. Keeping in mind the present global and

Bangladeshis market scenario I have prepared the report to the best of my

knowledge and suggested strategic frame work that they could have to

implement to have competitive advantage in the market




Introduction:

Global Mobile Phone Market:

International Mobile phone market is being growing at a tremendous rate. Based on the researchby IDC , vendors shipped 346.4 million mobile phones, a YTY increase of 15.0% for Q1 2008.

However, the shipments were 13.8% lower than the record shipments in Q4 2007; the decline was

expected owing to the seasonality of the market. More than 100 M 3G phones were sold in 2006

and more than 200 m smart phones will be sold in 2008.

Market Share of different Brands




Market Size and Demand – Bangladesh

Demand

•Bangladesh has a young consumer market.

•This will be a potential target market because young adults in the Bangladeshis community want

to be up to date with technology.

•Young people of Bangladesh today are more likely to spend money on technological items.

•Bangladesh will be advertising cheaper cell phones throughout the country so that more young

people can afford them based on their income.•With Bangladesh’s increasing GDP and average income, younger people will benefit from this

growth and purchase more expensive goods.

•The cell phone trend is going to take off within the next couple of years throughout Bangladesh.

•Rise in per-capita will allow people to spend more on luxury items.

•The phones will be less expensive.

•The cell phone will eventually be considered a necessity.




Market Size




Customer Analysis /Target Market.

Gender:

•Male and Female •Age Group 15-59

Lifestyle:

•

College Youths •Working Executives

Geographical Profile:

•Urban/Semi Urban and Rural •

Where there is mobile connectivity




Competitive Analysis:

Direct competitors –

•Nokia,

•LG,

•Samsung,

•Motorola and

•other Chinese brand

Indirect competitors

•Walkie-talkies, PDA's




Marketing Objective : Volume, Share

•With the outstanding market potential the objectives on how much volume and share

are nearly limitless for the next few years. Since there is such a huge market that needs

the supply of phones as long as you have a good brand image almost all, if not all of your stock should be purchased. However setting initial goal of 70 thousand phones is

not unreasonable and not to cost problematic. •This will also establish a decent market share. However, the market share of individual

phones is ever changing. Since we are with a company which dominates the market

share (Nokia, Samsung, and Motorola) and image. We must be having at lease 10-12%

of market share for this fiscal year and gradually improve to be No.1 in days to come

and I believe it is not at all impossible and ultimately

Grow by doing sales……. Leading to …Growth in

REVENUES !!!




What Future Tech Should think?

•THINK GLOBAL BUT ACT LOCAL

•Bangladesh - A diverse market •Every market is different and requires special actions •Faster response to market needs – Dealers as well as customer

•Planning and implementation to go hand in hand •Decision making at field level •Delegation at local level

•Sales activities and Schemes •Network coverage and expansion •Local Marketing activities •Integration of all activities at the zone level (Sales, sales support, marketing and service) •Dealer guidance, development and problem solving at the local level •Specific strategies based on markets •Reaching out to customers. •Delivering value.

“GENERATING REVENUE”




Sony Ericsson SWOT Analysis

Strength: •Diversity among products.

•

Sony as a brand name.

Weakness: •Lack in understanding Customer Preferences

•Less technology advancement •Lack of user centered designs. •Lack of Brand awareness globally

Opportunities: •Mobile phones market in developing

•High % of young market

•Strong Customer demand for innovative product

•High Disposable income in emerging markets. •Network capabilities and low tariff of service providers.

Threats: •Landline penetration and introduction of Sky phones for rural areas. •Intense competition.

•Bargaining power of consumers.



Presenter Name: Asma ul Husna

The Marketing Mix and Product Strategy

Key marketing strategies which are identified:-

The products should be stylish and in with the current trend and technology. One of the notedtrends is the ‘only touch screen' mobile handsets, with the advent of iphone from Apple and a

phone from the LG-Prada tie-up. If the emerging markets and trend are focused, then style would

play a major role as the Bangladesh consumers are mostly young adults with an increasing

amount of disposable income and they look for brands which are fashionable, especially.

•

Sony Ericsson should be differentiated according to pricing. With heavy competition cuttingdown on the profits, Future Tech (Sony Ericsson) should look into new markets using the

penetration pricing technique and create a new market segment, like what Nokia did in India

with their Nokia 1130 mobile which was a dust proof phone with a torch.

•Product differentiation could be done on the basis of the respective bundling; if it focuses on

music player then it should be placed in a separate category from the handset which has camera

as its specialty.

•The emphasis should be given to direct marketing and customer relationship management

(CRM).).




The Marketing Mix and Product Strategy

•A key part of brand development is making your brand more instantly accessible in memory and

that's what product placement does. So, placement should be utilized in the digital media to make

a mark on the customers psyche. Also, strategic placement of advertisements in youth oriented

program to target teenagers.

•The product needs to be placed strategically in such a way that customers treat it as a status

symbol and a fashion statement. This could be done by direct marketing in mega malls and

boutique shops, to improve the brand image.

•Future tech should endorse local film stars and athletes for their products and not go forinternational stars, which the local people wouldn't be able to relate to.

•Physical settings of the showroom should be trendy and modern to give the general impression of

the brand. It should not just confirm to the assumptions of the consumer but also delight them.

The mobile phones should also be placed strategically such that the best phones should be in the

front and the cheapest at the back.

•The employees dealing with the customers should be given special training as to how to be

presentable, pleasing, and well-mannered and how to handle the customers efficiently. The

training would set a certain standard across all outlets and increase the consumer satisfaction.




Warranty and Insurance

•Sony Ericsson units come with a standard 1-year warranty for parts and functionality and 6 months for

battery. The warranty excludes cosmetic damage whereas replacement casing may be purchased and then

applied free of charge in Sony Repair Centers. For the holders of Sony Ericsson Privilege card, there is an

option for upgraded warranty by payment of a nominal charge.

•Insurance is a new terminology in Mobile market, but it is very effective tool globally. Future Tech should tie

up with some insurance company for insurance of mobile phone. ( it is a value added strategy or marketing

gimmick to attract customers).

After Sale service - Service Plus

•

Future Tech should heighten its already excellent customer service to further differentiate it from competitorbrands. In order to align itself with the various needs of its clientele, there will be a provision for different ‘Tiers

of Service' for Sony Ericsson Privilege Card holders - silver / gold / platinum. The Card tiering will be

contingent on the points accumulated. Sony customer care service centers promise a one-day maximum period

within which to respond to queries. Taking advantage of the client contact which this entails, service

representatives handling repairs may extend the option of loaning temporary units at a nominal charge until the

user's phone has been completely repaired. Future Tech will also provide assistance to clients who need to

retrieve data or contact numbers from damaged units. These servicing station should be very visible and in

major outlets as well. •Enhanced 24-hour 7 business day toll free line, and professional staff to help customers solve problems




Branding/Rebranding

•For Sony Ericsson to boost it’s the corporate identity, it is recommended the re-branding of mobile phones under

the umbrella brand, "Sony." The concept is similar to that utilized by Motorola (Moto-Razor, Moto-Flip, etc.).

This strategy will help leverage upon the existing strong brand equity of Sony in the "appliance" industry, as well

as its reputation for product innovation.). This not only reinforces the existing brand awareness of Sony but also

tells customers about what advantages Sony Ericsson mobile phones are capable of bringing to them.

•It is proposed to establish strategic partnerships that will help Sony Ericsson reach the primary target market as

well as the secondary target market more effectively. This will help create a stronger brand recall for Sony

Ericsson mobile phones in each category.

•In addition, a club of Sony mobile users and users of Sony home appliances with cross-product discounts, and

membership perks in other establishments will be provided upon purchase of the said appliances. For instance, a

customer will be entitled to a certain number of credits which may be used in purchasing a Sony Ericsson mobile

phone when he purchases a television.

Launches:

•Any new product launched by Future tech should be talk of the town. The launch should be carried out with

press meet and backed up with huge media campaign.

Pricing Policies:

•Future Tech retail price will be issued to the distributors for strict implementation. Strict monitoring will be

implemented to ensure that retailers would not dilute the brand by selling it at a lower price.



Presenter Name: Nur Hasan Ali

•Distribution Strategy

•Existing Distribution system

•Sony Ericsson’s current distribution system consists of one national supplier who acts as exclusive

distributor agent to the Nepal. This supplier distributes to: a. 3 Concept Stores which are Future tech own store and display ONLY Sony phones. b. Over 150 Authorized dealers which are multi-brand stores

•The problem of ‘Grey market' is huge due to a VAT to be paid to government

•Channels Members: Proposed Distribution System •In order to increase sales volume and market share, the following alternate distribution model is

proposed:•Traditional Distribution Channels Distributor – Retailer / Distributor – Consumer

•We will retain the conventional distribution process whereby it utilizes a selection of distributors.

These distributors have the option of either a) reselling units to a network of retailers or b) vending

to consumers. The latter scenario applies to distributors who own shops in selected shopping

centers. Here, it is imperative that product pricing be comparable to the cellular phone model's

suggested retail price.

•In order to optimize product exposure in the retail channels, Sony can issue display racks to high-volume retailers, gratis. It will be mandatory for distributors who own retail stores to maintain at

least one of these promotional racks in a visible area. Exclusive dealers will likewise be required to

utilize company-sponsored racks and follow Sony Ericssions prescribed store layout. We will make

our beat route plan and follow up with retailers and dealers to be done on daily basis by sales team.




Sony Ericsson Outlet Stores

Spurring from the utilization of this channel, Sony Ericsson shouldexplore the possibility of establishing company-owned outlets, whose

product line consists exclusively of Sony Ericsson mobile phones and

paraphernalia. The availability of warranties for both parts and service

differentiates these outlets from independent vendors, whose warranties

are confined to repairs. Repair provisions, however, will not be limited to

units within their prescriptive warranty, provided the customer is willing

to shoulder incidental costs.

Future Tech choice of location will be limited to upper scale malls and

boulevards, and restricted to areas mostly outside their retailers' scope of

operations.




•Factors Affecting Channel Decision

It must be noted that in selecting its network of distributors, it is recommended that Future

tech evaluate reputation given by years in trade as well as sales force capabilities in order to

maximize market reach while keeping the number of distributors

That distributors are willing to undergo training for repair of Sony Ericsson products is

imperative. This allows Sony Ericsson to ascertain that the quality of service to be rendered

satisfies Sony Ericsson standards.

Dealers should likewise be assessed in terms of store location, reputation, and customer

target segment. These standards are critical in the selection process as contracts with dealersmismatched target markets risk rendering the partnership superfluous due to meager

revenues.

Sony Ericsson outlet stores target the brand loyal segment. These are tech-savvy clientele

who prefer that their mobile phone accessories (e.g. Hands-free kits, camera plug-in features,

car chargers) bear authentic Sony Ericsson labels. Other would-be purchasers consist of Sony

subscribers who will opt to pay more for the assurance that warranties for parts and labor

will be attended to by none other than future tech professionals, utilizing authentic Sony

components.




Promotional Strategy

•Advertising

The aim of advertising strategy is to increase the brand-awareness and brand-

recall. While Sony Ericsson has been able to establish its name in the mobile phone

market, it has not successfully implanted its image in customers' minds as the first

mobile phone of their choices. The high priority of advertising strategy is to be able

to communicate Sony Ericsson's stance on giving its customers the ultimate mobile

phones equipped with functionality suitable for the professionals and state of the

art technology.

When marketing to the rural area we have to realize that they do not have

various methods of communication such as internet and television. To market to

the rural area markets we will place add in popular newspapers and magazines as

well as send out mobile vans to market our product. Lastly we will participate intrade fairs and flea markets which are immensely popular in the rural area



Sponsorship

Their sponsorship commitments for this year are focused on supporting

environmentally aware charities, such as the Durrell Wildlife ConservationTrust. They’re also working with Jersey Pottery to sponsor the production of

recycled bags that are used throughout all their outlets in Jersey. In Guernsey, they also sponsor the States of Guernsey’s Recycling Scheme to

encourage islanders to dispose of their waste in an environmentally friendly

manner.

Eco-Active

They’re proud to be a registered Eco-Active business in Jersey. Although theEco-Active scheme is a Jersey initiative and does not operate in Guernsey,

they hope to roll the scheme out to our Guernsey based operations and leadby example as an environmentally-friendly Channel Island company




Presenter Name: Riad Arfin

•Executive Series

The "professional edge" should be rooted in the heart of advertising campaign. The message to be

delivered through advertising and promotion strategies is "Be yourself! Be a Pro!” This is to take into

account that Sony Ericsson’s primary target segment are young professionals in the age group of 25 to 40

years who have been able to prove themselves in their fields of work. They know who they are and they arepleased with what they have achieved in their life so far. Their "centre of gravity" lies in how they feel and

how they look. They are confident, sure of themselves and know what they want to look for in life. They

accept themselves and are keenly interested in the "Pro world" but not transform into someone else rather

than themselves.

Our target is more mature, more pleased with himself/herself. That's not to say that s/he's perfect. It just

means s/he is more PRO-centered.“

The advertisement of the above should be featured on television between news or informative programs as

these are most watched by this target segment. In addition, it should be printed on magazines such as Himal

Magazine, Boss, as well as Bangladesh which are of high interest to the target segment. Internet

advertisement is also highly recommended for this segment.

Strategic advertising partnership with other car distributor such as Hyundai, Maruti, Toyota and the like

are strongly encouraged so as to build a co-brand awareness and existence for both Sony Ericsson and carmanufacturers. This is made possible after the successful co-operation of Future Tech with these

manufacturers in the distribution channel as well as co-advertising. The majority of this target segment is

existing car owners as well as professionals that will be seeking to own mid to high-end cars once




•Walkman Series:

Sony Ericsson secondary target segment is the urban population in the age group from 15

to 25. People at this age group are seeking to find themselves and their places in the society.

Their sense of belonging is of significant importance. They yearn to belong to a certain

group and are greatly influenced by their friends/peers. It could be said that this group'sbehavior is entirely different from that of the primary target segment. Besides the emotional

aspect, they are looking for entertainment features in mobile phones such as music, games.

As such, there arises the need for a different advertising strategy. Advertisements should

focus on featuring Sony Ericsson mobile phones as a way to connect friends and as a status

symbol of being recognized as a member of a circle of friends/peers. In addition, they can

derive great music, and games out of Sony mobile phones.

Television still remains one of the choices of the media. However, cinema, billboard,

internet and radio advertising are also chosen for the main reason that this target segment

spends much time for these channels. These could prove to be highly effective advertising

means.

Sponsorship of Musical programs or live concerts by mean of ambush marketing will be an

added advantage to the Walkman series




Sales Promotion or Sales Tactics

•Schemes

Bangladesh is a discount driven market. It is recommended that Schemes to be introduced every 3 monthsin form of Consumer scheme.




•Dealer Commission

Dealer commission to be at par with Competitors and additional commissions on cash purchase bulk lifting to be given to

the dealers. Additional 1% bonuses on total turn over to be given if achieved 100% target which is additional to target bonus.

•Incentives to Sales persons

Model wise sales wise incentives to be given to the sales persons to motivate them.

•Participations in trade shows and fairs

To get the word out about our product we will participate in market and trade fairs in different parts of the country. Trade

shows in Bangladesh are no longer based on strictly industrial goods and the business class. Today, the biggest trade shows

are organized for the middle income group and more towards household groups that fit into our target market

These Trade fairs will provide us with an incredible opportunity to get in touch with the real end consumers and to

understand the needs and also what their demands of our product are.

•Continuous Training Programs on sales and Marketing

Programs related to sales and marketing to be conducted on regular basis so as to ensure that sales team is motivated and

are not new to the innovation and ideas of the world.

•Direct Marketing or mass mailing

It is recommended to have a tie up with different commercials banks and magazines to distribute our product leaflets and

schemes to their clientele.

•Proper use of ATL and BTL Activities.




Compare with :

Sony Ericsson C905 & Nokia N95

http://www.gsmarena.com/sony_ericsson_c905-2427.php

http://www.gsmarena.com/sony_ericsson_c905-2427.php




Recommendation

So, Sony Ericssion has to take all the challenges and measurethere swot analysis for the company. They has to give some

extra feature for their consumer. And must choose the best

alternative . Give the best challenge for the competitor.




Conclusion

In today's global marketplace, Sony Ericssion needs to set up effective branding

strategies in order to be competitive. Depending on the structure of thecompany and the products offered, MNCs can use different strategies. There are

certain characteristics that will affect the type of strategy chosen. In order to

reach economies of scale and scope, many MNCs standardize their branding-

and marketing activities. However, MNCs are often required to adaptor local

preferences and cultures.

Marketing Presentation SINHA

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