Sony Walkman
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Transcript of Sony Walkman
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THE STORY OF THE SONY WALKMAN
Presented by:
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PRODUCT LIFE CYCLEA cycle through which every product goes through from introduction to withdrawal or eventual demise. Four stages are
• Introduction
• Growth
• Maturity
• Decline
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PRODUCT DESCRIPTION
• Walkman is a Sony brand name for portable audio cassette players• It introduced a change in music listening habits• Prototype was built in 1978 by audio division engineer Nobutoshi
Kihara.• Walkman was launched in 1979 with flashy buttons, leather case
and headphones.• Offered an extra ear jack to let two people listen music at the same
time
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INTRODUCTION PHASE
Channel Evaluation
Traditional single-channel strategy.
Manufacture, wholesalers and small and medium-sized retailers.
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INTRODUCTION PHASE
Competition Analysis
Panasonic, Aiwa, Toshiba, Sanyo, Sharp, Kenwood.
Competitive advantages:Product Line/Variety.
Product Life-span.
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GROWTH PHASE
Channel EvaluationDistributing to network of wholesaler’s who ,in
turn, placed Sony’s Walkman with most retailers.
Walkman was also sold through a variety of outlets, including department stores, mass merchants, and
catalogues.
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GROWTH PHASE
Competition Analysis
Toshiba(Walky), Aiwa(Cassette Boy), Panasonic (MiJockey)
Rising competition led Sony to introduce new Walkman models every six months or less.
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MATURITY PHASE
Sony joined by competitors like Aiwa, Panasonic & Toshiba
To tackle the competitor Sony launched new variants and new models.
Proliferation of features
Price War
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MATURITY PHASE
From Showroom based channel to Retailer based strategy
Advertisement stared focusing more on after- sell service and price
Substitute like i-pad started gaining market
Digital music and FM radio emerged.
New Competitor rise in the market
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DECLINE PHASEYear Model Name Features1979 Sony Walkman TPS-L2 The original Walkman cassette player portable1985 Sony Walkman WM-101 This was the first Walkman that came with rechargeable batteries.
It was much thinner than its predecessors.
1987 Sony TCD-D3 In 1987, Sony launched digital magnetic tape also known as the digital audio tape which was added to this model in 1990. In addition to playing audio the Sony TCD-D3 Walkman could also record audio.
1992 Sony Walkman MZ-1 Sony Walkman MZ-1 was the first Walkman with a MiniDisc1996 Sony Walkman MZ-E50 Within four years of the launch of its first MiniDisc version Sony
launched a slimmed-down compact version of the Walkman MiniDisc format support.
1999 Sony CD Walkman D-E01 Use of CD’S Started2003 Sony Walkman NW-MS70D The market hit the first Walkman, which had 256 MB of flash
memory and a removable memory card.
2005 Sony Walkman NW-E505/507
And this is a real curiosity: the Walkman, which in terms of design was inspired by a bottle of perfume. It had a small space for data (512 MB).
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DECLINE PHASE
In October of 2001, Apple announced the iPod. Both mp3s and
broadband were finally widely available
Sony's flagship MP3 Walkman from 2004 came with 20 GB of storage
and offered 30 hours of continuous playback. But at $400, it was too pricey to compete seriously with
the iPod ($299).
to shut down its loss making
products from its product line and
invest more in profit making product.
finally after the sale of 200 million cassette player Sony retired the classic cassette tape
Walkman line in 2010.
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THANK YOU