1. MARKETING MANAGEMENT

3. SONY Products: A product is anything that can be offered to the market for attention, acquisition, use or consumption that might satisfy a need or want. Product decision usually base on brand name, Functionality, Styling, Quality, Safety, Repairs & Support, Warranty, Accessories & Support. These product attributes can be manipulated depending on what the target market wants.

4. Sony has a variety of products to offer & they can be classified as follows: 1.Television & Projectors 13. Batteries & Chargers 2. Home video 14. Other Accessories 3. Home audio 4. Home Theatre System 5.Digital Photography 6. Hand cam video camera 7.Computer Peripheral 8. Portable Audio 9. Game 10. In-car Entertainment 11. Mobile phones 12. Storage & recording media

5. SONY VAIO Sony has a variety of laptops to offer to its customers. These come with different features, quality, designs, models & sizes. The laptops sold by Sony comes with brand name of Sony VAIO. It was launched in India on 24 th Oct, 2004. There are different models which differ in different things. Sony produces 7 models of laptops. These are VAIO SR, VAIO FW, VAIO tokage, VAIO CR, VAIO NR, VAIO TZ & VAIO SZ.

6. VAIO SR “ Excellence in Mobility. Perfect in Performance” VAIO FW . “ Theatrical Experience. World-Class Performance” VAIO CR “ New Texture” VAIO NR “ Cool & Unmatched Performance” VAIO TZ “ Elite Lifestyle. High Class Performance” VAIO SZ “ More Power & Speed”

7. SONY MARKETING Promotion is a key element of a marketing program. Sony's promotional efforts are the only controllable means to create awareness among public about itself, the products & services it offers, their features & influence their attitude favorably. Sony India will spend Rs 200 crore in this financial year on advertising & promotion of the entire range of consumer electronics, out of which Rs 60 crore will we spent only on digital imaging products. The major elements used by Sony for promotion mix include advertising, personal selling, sales promotion, direct marketing & publicity.

11. ADVERTISING It is any paid form of non-personal mass communication through various media to present & promote product, services & ideas, etc by an identified sponsor. Sony has advertisied through various forms of media: 1.Through TV we see different advertisements of its products. For ex: Bravia TV or Sony wega TV. 2. It targets those favorable television programs, like sports, series & it also has its own TV channel called Sony TV Channel. 3. Sony uses some events like Miss India 2008 to promote its products 4. It advertises its laptops using sports like football in England Premiere League. 5. Sony also uses direct-response advertising , thus encouraging the consumer to respond by providing feedback to the advertiser.This is usually done through mails & catalogues. 6.It also incorporates co-operative advetising by providing the dealers with materials guidelines to develop ads for print & radio commercials.

12. SALES PROMOTION Its a marketing discipline that utilizes a variety of incentive techniques to structure sales-related programs targeted to customers, trade and sales levels that generate a specific , measurable action or response for a product or service. For ex: free samples, discount, rebates, coupons, contests, premiums, scratch cards, exchange offers, etc. Sony has promoted its products through different sales promotion strategies. For example after the release of Sony VAIO CR laptops, Sony promoted them by saying that all Sony VAIO CR laptops purchased during July 2008 & registered within 2 weeks of purchase qualify for a Bonus carry case as long as the customer claims is one of the first 35,000 received & validated by Sony.

13. Public Relations & Publicity Public relations is a broad set of communication activities employed to create & maintain favourable relationship with employees, shareholders, suppliers, media, educators, potential investors, financial institutions, government agencies & officials & society in general. Through its website (www.sony.co.in) Sony corporation has its provided contacts for those customers who will be in need of any information from the company. This way it has created a mutual relationship with its customers & ensures that it serves the wishes & demands of its customers.

16. SONY PLACE(DISTRIBUTION)‏ Depending on the nature of the product, marketing management decides to put into place an intensive network of distribution, while selecting the appropriate dealers or wholesalers. Sony being the company which positions itself as a seller of durable & high-end products, it is practicing selective distribution of its products from the selective dealers i.e. SONY WORLD.

17. Sony India has its footprint across all major town & cities with a distribution network of over 7000 channel partners, 260 Sony outlets & 21 direct branch locations. In India, Sony has used the method of one level distribution channel. MANUFACTURER RETAILER CUSTOMER

18. Conclusion of the Current Marketing Mix: The current marketing mix which Sony Corporation has is satisfactory to customer needs. As it can be clearly seen that Sony as a company has expanded its products & services from electronic and digital devices to television broadcasting & entertainments like music & movie production. In providing a wide range of products & services with high quality, Sony has by far influenced most of the consumers perception favourably towards its products.