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EXECUTIVE SUMMARY

One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry

Customer satisfaction has evolved as one of the most worked out area for every company. India being a land of diversified cultures and religions, the Indian market is mainly ruled by the customer needs, tastes and preferences. Any company failing to read the minds of the consumers is out of the market.

It is very important for a company to ensure customer satisfaction as they form the base for the existence of these companies. The basic line up of my project and my interest in this topic can be summed in one phrase, i.e. “Customers are the assets of the company”.

This project focuses on the areas that result in customer satisfaction. Though this may differ from company to company and size, product etc. Effective marketing mix is the major drive of customer satisfaction. Price, Product, Promotion and Place when are mixed together in the most qualitative manner finally results in customer satisfaction.

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TABLE OF CONTENTS

S.no. title page no.

1. Objectives of the project 8

2. Customer Satisfaction- Introduction 9

3. About Raipur 11

4 Electronics market in India 13

5. Methodology 18

6. The Brand- SONY 19

7. Sony India Pvt. Ltd.- Overview 21

8. Sony- In the limelight always 23

9. Product Line 27

10. Sony products in detail 28

11. The philosophy behind Sony’s design 32

12. Competition 34

13. Competitor’s profile 36

14. Visit to a Sony store 41

15. Sony’s market share 42

16. Product wise market share of SONY 43

17. Locations 44

18. Sony- Microsites 48

19. Sony- Environmental affair 49

20. Recent news and announcements 51

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21. Sony- Awards and recognitions 56

22. The Sony culture- The relationship center 57

23. The Sony product basket 58

24. Annexure 59

25. Research Analysis 60

26. Research Interpretation 69

27. Recommendations 71

28. Bibliography 71

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OBJECTIVE OF THE PROJECT

My intent to prepare a project report on customer satisfaction was to get adequate knowledge about the effective sales and marketing strategies adopted by the business institutions. Customer reaction and feedbacks unveils the efficiency and quality of all the strategies adopted by the companies. According to me progress is possible only if we measure improvements in every dimension of our operation and take timely corrective action.

With the help of questionnaires I wanted to collect all the necessary data relating to my report on customer satisfaction from the Sony customers using varied products and to come to a final conclusion as to how far the Sony customers are satisfied. And, if not, what measures should be taken to insure maximum customer satisfaction.

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CUSTOMER SATISFACTION

True "customer satisfaction" is an organization's ability to attract & retain customers and enhance the customer relationship over time. It is not simple and the answer cannot be collapsed into a single "customer satisfaction index." Every interaction a customer has with a company’s products & service is a reflection of quality.

Customer satisfaction measurement (CSM) is a management information system that continuously captures the voice of the customer through the assessment of performance from the customer's point of view. This information provides a platform for the strategic alignment of organizational resources to deliver whatever is most important to customers.

Customer satisfaction measurement is an evolving tool that is moving beyond early, basic measures of satisfaction toward approaches that enable a business to compete more effectively in its targeted market.

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Simple approaches to assessing customer satisfaction fail to measure:

Perceptions of non-customers Tracking "market satisfaction" requires input from non-customers as well as customers.

Performance relative to competitorsCustomers judge your product/service offering relative to offerings of your key competitors. If your performance is improving, but your competitors are improving faster, your relative perceived quality would actually decline.

In contrast, market-perceived quality versus competitors involves a dramatic shift in focus — from satisfying your current customers to beating competitors through customer value management. Firms that succeed in holding onto their customer relationships:

Seek out features that are both unique and worth a lot to customers

Differentiate their product/service offerings to meet differing segment needs better than their competitors

Actively communicate these benefits, building a conviction by the customer that they are better off continuing their relationship

True customer value management entails integration of total quality management with the company’s classic management systems (strategic planning, budgeting & control, capital investment, competitive analysis, performance measures & reward) to ensure that companies enter and invest only in businesses where they can be quality & value leaders.

The payoff from customer satisfaction measurement comes from its ability to define & direct a company’s quality improvement efforts, and its quality/value position in the marketplace. Customer satisfaction measurement and quality impact profits by:

Reducing costs

Preventing erosion in revenues over time

Increasing market share

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Increasing gross margins

ABOUT RAIPUR

Raipur is the capital city of the state of Chhattisgarh, India. The population is 605131 (as per Census of India, 2001). The city is the administrative headquarters of Raipur District. It was formerly a part of Madhya Pradesh before the state of Chhattisgarh was formed on November 1, 2000. A World Class City Naya Raipur is being developed near Raipur.

Raipur is connected via rail, road, and air transport services.

Raipur is situated on the Mumbai-Howrah route of Indian Railways and is well connected with such important places as Bhopal, Indore, Gwalior, Mumbai, Howrah, Kolkata (Calcutta), Delhi, Amritsar, Jamshedpur, Pune, Habibganj, Jabalpur, Nagpur ,Vishakapatnam,Trivendrum, Patna, Ahmedabad, Gandhinagar, Jodhpur, Jaipur, Bhubaneswar, Secundrabad, Lucknow, Kanpur, Gorakhpur, Chennai and Bangalore

National Highway 6 (Mumbai-Kolkata) passes through the city of Raipur and National Highway 43,200,12A links the city with Jabalpur. It is well connected by road to all important places of India. Recently a 4 Lane ExpressWay has been built between Raipur-Bhilai-Durg. Air links to the city were revived after the city became the state capital. Indian Airlines connects the city with Bhopal, Indore, Jabalpur, Delhi, Mumbai, Chennai and Nagpur. Air Deccan flies to Indore and Delhi. Jet Airways has daily flights to Bombay (Mumbai), Delhi, Bhopal, Indore, Ahmedabad, Nagpur and Hyderabad . Kingfisher Airlines has also two daily Flights each to Kolkata and Indore and one daily flight each to Pune, Hyderabad and Ahmedabad.

Raipur is capital of newly created state of Chhattisgarh. The state of Chhattisgarh is presently governed by the Bhartiya Janata Party (BJP) one of the two main political parties of India. Dr. Raman Singh is the chief minister of Chhattisgarh at present.

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Raipur is primarily a commercial city. Traditionally, the city of Raipur has been described as "an agricultural-processing and saw-milling town". The city is located centrally in the state of Chhattisgarh, and now serves as a regional hub for trade and commerce for a variety of local agricultural and forest products. There are several small-scale industries, which include oil milling, soap manufacturing and electrical welding.

The traditional face of the city is changing, and the city of Raipur and its neighborhood are now becoming an important regional commercial and industrial destination for the coal, power, steel and aluminum industries. Close to Raipur, several industries have developed:

several cement units marble cutting and polishing industries granite cutting and polishing industries

Raipur is India’s biggest iron market - there are about 173 steel rolling mills, 170 sponge iron plants, more than 250 steel plants, 800 agro-industries and 70 ferro-alloy plants in and around the city. There are more than 300 rice milling plants, and all major and local cement manufacturing companies have a presence in the city.

Raipur, like many other Tier II Indian cities, is experiencing a boom in construction and development. Firms like Indigo Design & Engineering Associates PLC., Soma Developers, DLF,omaxe,merlin group etc. are among the trailblazers in the city. The new airport along with improved road and rail infrastructure is expected to give a general filip to the city.

Naya Raipur Development Authority, the project promoter, is developing the township that will have an 18-hole golf course over 400 acres (1.6 km2), golf villas, residential and commercial buildings, and a hotel.

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ELECTRONICS MARKET IN INDIA

The consumer electronics market is one of the largest segments in the electronics industry in India. With a market size of around Rs.20, 000 crores in Dec 2008, catering to a population of more than 100 crore people, the consumer electronics industry in India is poised for strong growth in the years to come.

ISuppli Corp. predicts the Indian audio/video consumer electronics industry will grow to Rs.26,931.13 crore ($6.59 billion) by 2011, rising at a Compound Annual Growth Rate (CAGR) of 10.0 per cent from Rs.18,390 crore ($4.5 billion) in 2007.

The growth will be aided by a multitude of factors, including:

— Growing consumer confidence due to rising disposable incomes; — Easy financing schemes that are making purchases possible; — Increased local manufacturing; — Expanding distribution networks; — Sporting events, such as the Cricket World Cup.

Video remains the key driver

Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as LCD and PDP.

Most players in the consumer-electronics industry have introduced products in the FPD segment, and for few companies, especially the Korean chaebols, FPD remains a focus area.

But the Indian market continues to exhibit contradictions that may be unique to this market.

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On one hand, campaign promises have prompted the free distribution of 75 lakh 14-inch CRT television sets worth Rs.3,065 ($75) each to families below the poverty line in one electoral state over the period of three years. On the other hand, FPD sets are available for Rs.1.23 lakh ($3,000) in India. Although, black and white TVs are obsolete elsewhere in the world, they still sell in large numbers in India.

Increased customization to suit domestic demand

Companies are focusing on customizing products to suit Indian tastes, thereby creating a niche for themselves. Several companies are conducting market research in order to understand the psyche of an Indian consumer. The inputs from this research are determining product attributes and pricing and accordingly are achieving better acceptance among consumers.

By conducting consumer research, companies are trying to identify customer requirements, thereby incorporating specific design elements into their products. For example, LG in 2006 launched a range of TVs from 21 inches to 29 inches in size that were designed based on the company's research on consumer preferences for television sets.

Expanded distribution is critical

In order to tap semi-urban and rural demand, companies are expanding their distribution networks in these areas. The move has positively impacted sales for companies opting for rural expansion.

However, rural consumers have not been as brand-conscious as their urban counterparts. Due to the lower prices of unbranded products, rural consumers have been inclined to buy these products, although they often have poor quality. As the awareness among rural consumers rises, they are expected to show a preference for branded products. This is reflected by the fact that established players are reporting higher sales of products in rural areas.

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Domestic manufacturing to expand

They expects domestic manufacturing to be a key characteristic of this growth in the years to come.

Although electronics production has remained a miniscule portion of overall Indian manufacturing for a long time, the trend is gradually changing. The government has been focusing increasingly on developing the manufacturing sector by developing infrastructure, rationalizing duties and creating export-promotion zones. This is in alignment with India figuring into the plans of several companies that want to cater to the domestic and export markets.

Domestic consumption is reaching significant size to trigger manufacturing in the electronics sector. India also is assuming a significant place in the global plans of several major electronics manufacturers, thereby positioning it also as an export base.

Furthermore, fabless companies are suitable to cater to such development because they can assist in moving the industry up the value chain by creating design-service opportunities for the Indian market.

EMS and ODM companies in India have been associated with several design companies, although such relationships represent an extension of their global relationships. However, some local partnerships also are appearing, such as Flextronics' deal with inSilica for the development of SoC devices.

Currently, such instances are few and far between. As the local market gains size, these associations will become more common.

Significant challenges remain

They believes that there are still challenges facing the India consumer electronics industry as the sector tries to realize its full potential. These include declining margins for many players; inverted duty structure; expansion of distribution reach; creating awareness about new technologies and products and low affordability level of consumer products among the rural masses.

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However, these challenges are gradually being addressed. And looking ahead, iSuppli believes that India will continue to grow as an important market for the global consumer electronics industry. The future of India's market is indeed bright.

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ELECTRONIC INDUSTRY COVERS:

1. Televisions;

CRTs

LCDs

PLASMAS

2. Audio Systems:

Home systems

Car systems

3. DVD players

4. MP3 players

5. Desktops and Laptops

6. Mobile phones

7. Digital cameras

8. Handy cams

9. Air conditioners:

Window ACs

Split ACs

Wall mounted ACs

Standing ACs

10.Refrigerators

11.Washing machines

Automatic

Semi automatic

12.Microwave oven

13.Walkmans

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METHODOLOGY

Selection of right methodology is very important for the successful accomplishment of any project. A good method adopted can also strengthen a project and on contrary may also weaken a project report.

My project report being completely customer oriented, I chose for the questionnaires. The reason for me choosing this method was that it helped me in personal interaction with the customers.

Questionnaire is one of the widely used and most common sources of getting customer feedback. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton

THE BRAND- SONY

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For more than 40 years, North America has had a love affair with the Sony brand. During that time, Sony has created numerous products and technologies that have helped make consumers' lives easier, more enjoyable and more productive. At the same time, the company has earned a solid reputation for quality, reliability, innovation and stylish design. In fact, the Harris Poll has identified Sony as a top brand in America, as the company has held the top three positions over the past 12 years including the number one position for nine years.

The company is committed to maintaining a leadership position in consumer electronics, broadcast and professional systems and information technology products. Sony is also committed to developing new technologies that reflect the networked convergence of audio, video and information technology.

Sony Electronics is the largest component of Sony Corporation of America, the U.S. holding company for Sony's U.S.-based electronics and entertainment businesses. Sony's principal U.S. businesses include: Sony Electronics Inc., Sony BMG Music Entertainment Inc.; Sony Pictures Entertainment; Sony Broadband Entertainment; Sony Computer Entertainment America and Sony Wonder Technology Lab.

Sony Electronics Inc is headquartered in San Diego, Calif. and is a leading provider of audio/video electronics and information technology products for the consumer and professional markets. Operations include research and development, design, engineering, manufacturing, sales, marketing, distribution and customer service.

The company is noted for a wide range of consumer audio-visual products, such as the BRAVIA® HD TV, Cyber-shot® digital camera, Handycam®

camcorder, Walkman® personal stereo and Memory Stick® flash media. Sony is also an innovator in IT products, including VAIO® personal computers; and high-definition professional broadcast and video products, highlighted by the XDCAM® HD and CineAlta™ lines of cameras and camcorders, and the SXRD™ 4K digital projector. Sony also co-developed the Blu-ray, Disc™, CD, DVD and Super Audio CD technologies. For the latest news and information,please see our Web site at www.sony.com/news.

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Corporate Headquarters

San Diego, California

The Sony Electronics Inc. corporate headquarters site in San Diego, California began as a color television assembly plant with just 73 employees in 1972 is now a campus covering approximately 94 acres with eight buildings and approximately 2500 employees.  Just 30 minutes from downtown San Diego, the campus serves as headquarters for executive and corporate support offices as well as U.S. sales and marketing. Headquarters is also home to VAIO notebook and PC, TV engineering and set-top box development manufacturing

SONY INDIA PVT. LTD.- An overview

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One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 14 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry.

In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony World’ are fast becoming the most visible face of the company in India.

Company Outline

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Company:Sony India Pvt. Ltd.

Managing Director:

Mr. Masaru Tamagawa

Date of Establishment:

November 17, 1994

Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India.

Staff Strength: 636 (as at March 31, 2007)

Share Capital: Rs. 550 million

Share Holding: 100% subsidiary of Sony Corporation, Japan

Branch Offices: Delhi, Haryana, Ludhiana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Hubli and Ranchi

Business Activities:

Marketing, Sales and After-Sales Service of electronic products & software exports Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.

SONY- In the limelight always

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Sony always remains in the limelight, more so for its high-profile PlayStation home video game systems. One of the world’s top consumer electronics firms, Sony also makes a host of other products including digital and video cameras, Walkman stereos, notebook PCs and semiconductors. In other words, Sony redefines technology every moment.

The company started its India business operations in November 1994 with a focus on the growing sales and marketing of Sony products here. In a span of just 12 years, Sony India has become a household brand and the company’s presence in both commercial channels and retail tell the entire story. With a host of digital lifestyle products, Sony became the country’s foremost consumer electronics brand. With its utmost commitment to quality, customer satisfaction and high standards of service.

Overcoming Challenges

To make a space for itself in the Indian market wasn’t easy for Sony as it faced several challenges including that of price and value sensitivity of Indian consumers. Besides the need for having a robust and vast distribution network, there was tough competition from local players and other MNCs.

Over a period of time, with its strong brand awareness approach, Sony somehow seems to have left behind those nuances and created a good market for itself within the ‘Aspirational Lifestyle’ segment of Indian consumers. Today Sony is one of the major players in consumer electronics and IT products market in India. A large amount of this success can be attributed to a conscious brand promotion exercise the company undertook. Sony aggressively introduced diverse TV commercials and conducted road promotional shows in various cities. The company earmarked about 4-5 percent of its total revenue for advertising and marketing. Besides timing the launch of its products during festival seasons, it acquired exclusive cable and satellite TV rights for live telecasts of ICC cricket tournaments from 2002 to 07.Seeing the enormous potential in the rural and semi-urban markets, Sony went on to increase its customer base in such geographies by launching customized products at affordable prices. It launched “X- treme”

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VCD hi-fis with MP3 playback facility for the semi-urban consumer and middle-income group. The vendor also ventured into retail and opened retail outlets known as ‘Sony World’ and ‘Sony Exclusive Stores’ in various cities including the remotest tier 2 and 3 cities of India. Due to its relentless efforts Sony has been able to create a strong footprint for itself in India through a distribution network comprising of over 7000 channel partners, 250 Sony World and Sony Exclusive outlets and more than 20 direct branch locations. Manned by professional sales persons, ‘Sony World’ – the company’s exclusive stores are fast becoming the most visible aspect of the company presence in India.

With more than 170 authorized service centers in India Sony is second to none when it comes to providing quick service in any part of the country. All these measures bode well for the company as Sony India broke even in 1997-98, two years ahead of initial plans. In the year 2004 Sony entered the IT peripheral market in India with its product portfolio of TFT screens, plasma screens, LCD projectors, PC speakers and storage media devices. The company crossed Rs 4,000 crore revenues mark in the year 2006-07.

Leveraging the India Advantage

In 1998, Sony set up an in-house software architecture division (SARD) in Bangalore. The software developed here is totally meant for the use by Sony internally. SARD works in areas like home networks, digital media platforms and internet-enabled consumer electronic devices. SARD has played a vital role in the development and mass production of many of the Sony’s products including AIBO, CLIE, VAIO PC and digital TVs. SARD woks in domains ranging from entertainment robot and digital TV development to client server based AV products, digital signal processors and network security. The vendor plans to continue utilizing the skilled technology manpower of India to complement the activities of its software facilities worldwide. The Software Architecture Division has also been awarded the Software Engineering Institute’s Capability Maturity Model (SEI-CMM) Level 5 rating.

More plans and actions

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Although Sony is facing a serious competition from players like Samsung, LG, Seagate, Hitachi to name a few and the company also had to shut down its CTV plant in Haryana because of lowering demands yet it hasn’t shown any signs of retracting its aspiration of becoming India’s topmost aspirational brand. To fulfill that the company is weighing the option of setting up an R&D center in India for its high definition (HD) products including digital cameras, camcorders and color televisions as part of its ‘global localization’ plans. The group-company Sony Ericsson is also planning to shift part of its R&D work to India. Sony’s policy of global localization for R&D and design encompasses technology transfer from one regional center to another. As done in manufacturing and marketing, it has now decided to locate its R&D centers closer to end-markets. It already has several design and R&D centers outside Japan, including Singapore, Shanghai, Los Angeles and London.

From the product perspective, Sony is banking on a low-volume and high-value growth strategy in segments like digital cameras, handycams and laptops to achieve 30 percent growth. It is planning to invest about Rs 2 crore in marketing of its high definition products in India. Sony believes about 70 percent of the Japanese consumers converted to the high definition model when Sony launched them in Japan and it estimates that the trend will come to India. The company is aiming to take advantage of the booming digital camera market in India, which is doubling every year. Sony hopes to corner one-third of entire digital camera market estimated at 1 million units. It also wants to be the dominant player in the video camera market (estimated at 300,000 units) by capturing at least three-fourth of the market in the year 2007-08.

As a part of its retail expansion, Sony India has decided to open about 350 Sony World and Sony exclusive showrooms respectively from the current 100 Sony World outlets and 150 Sony exclusive showrooms.

   

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Year of Establishment: 1946

Head Office: Tokyo, Japan

Consolidated sales and operating Revenue (2006): Rs 2,73,758 crore

Key products: Sony operates in six segments: Electronics, Games, Music, Pictures and Entertainment,                             Financial services and Internet based services.

Employees: 163,000

Worldwide Chairman and CEO: Howard Stringer

Key People in India: Masaru Tamagawa, MD, Mohit Parasher, GM,  Sachin Thapar, Head, Sales/Marketing,

Retail partners: 250

Channel Partners: 7000+

Customer Service centers: 170+ India Office: Delhi

Branch Offices: Mumbai, Bangalore, Kolkata, Chennai

Key competitors:  HP, LG, Samsung, Canon, Nikon, Nokia.

 

   

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PRODUCT LINE-

Sony India Pvt. Ltd. has a very wide range of product line. With its great brand values and quality products it has a major control in Indian electronics market with these products, viz.:

1. LCDs

2. CRTs

3. PLASMAS

4. MUSIC SYSTEM

5. PCs and LAPTOPS

6. DVD PLAYER

7. MOBILE PHONES

8. GAMING DEVICES

9. MP3 PLAYERS

10.HANDYCAMS

11.DIGICAMS

12.OTHER ACCESSORIES.

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SONY PRODUCTS IN DETAIL

BRAVIA

The era of High Definition has arrived and Sony’s Bravia LCD TVs are here to help you fully enjoy its advantages. Innovation, creativity and technology come into play in the creation of our LCD TVs, bringing an unprecedented level of realism and stunning clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fit anywhere in your home. Additional features like faster response time and PC connectivity help create the full entertainment experience.

• X SeriesPrecision colour reproduction and high quality screen resolution are the key factors when creating the Bravia X-Series. Including features like a Full HD (1920 x 1080) LCD panel, Live Colour Creation and Sony’s intelligent picture enhancement technology- the Bravia Engine, your movies will come alive. The X-Series also offers astounding stereo sound to match the spectacular visuals, providing you a wholesome entertainment experience. Watching movies at home is never the same again.

• W SeriesThe era of High Definition has arrived and Sony’s Bravia LCD TVs are here to help you fully enjoy its advantages. Innovation, creativity and technology come into play in the creation of our LCD TVs, bringing an unprecedented level of realism and stunning clarity to your movies, both visually and aurally. With slim and stylish designs, Bravia LCDs can fit anywhere in your home. Additional features like faster response time and PC connectivity help create the full entertainment experience.

• V SeriesEnjoy stunning image quality and convenience with Sony’s LCD Bravia V-Series, which on top of an unprecedented degree of detail, also provides high connectivity, thanks to the HDMI input that allows you to link up to any other HD sources like Blu-ray players, PlayStation 3 gaming console and HD camcorders. It delivers an uncompressed, all digital audio/ video interface between your Bravia TV and any HDMI-equipped audio/video components. Turn your viewing into an incredible experience now.

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• S SeriesThe Sony Bravia LCD S-Series follows in the Sony Bravia line of high performance and stylish LCD TVs. Thanks to Sony’s unique S-PVA technology; you can now enjoy vivid colours, wide viewing angles and quick response time. Designed to be versatile, the S-Series is equipped with an extensive range of input interfaces; the PC input allows your TV to double up as a computer monitor; while with HDMI, you can hook your TV up with other compatible players. Experience the world of high definition now.

• G SeriesWith Sony’s Bravia LCD G series, you get to enjoy stylish design and superior image and sound quality. Be it for home or office use, you will find the G-series a great addition. The TVs come with user-friendly navigation, convenient front mounted controls, and an easily comprehensible remote control. You can also adjust the angle of the TV to suit viewers’ position with the base stand that can tilt, or choose to mount it on the wall with the Sony wall mounting bracket.

Home Theatre System

Combining the latest in video and audio technologies, Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience. Our up scaling DVD players ensure the delivery of the best in video performance while our Digital Signal Processing guarantees a surround sound environment. Some are even compatible with the latest digital television and have dedicated audio input for connecting to your portable digital music players.

Cyber-shot (Digital Camera)

Everyone can be a photographer with the wide range of Cyber-shot cameras of Sony that aim to provide you utmost satisfaction. Packed with plentiful features like Super Steady Shot, High Sensitivity and Real Imaging Processor, you can be sure that each of our Cyber-shot cameras delivers a superior performance. To complement their functions, Sony has also developed a series of accessories that specifically caters to the Cyber-shot range.

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Handycam (Video Camera)

It doesn’t matter if you are making family videos, filming documentaries or developing feature films. Whatever the purpose, we have the right kind of camcorder you need and can afford. Sony’s Handycam® Camcorders have a variety of different features and functions that help deliver spectacular video performances of stunning clarity.

VAIO

Combining form, function and the latest in technology, Sony provides a range of IT and computing devices, storage media, accessories and peripherals to better serve all your IT needs.

PlayStation

Gaming would not be the same without the invention of the Sony PlayStation series. In addition to the highly popular PlayStation 2, there’s the handy PlayStation Portable and next generation console PLAYSTATION 3. Powerful consoles must be accompanied with compelling games, and Sony offers games of all genres to match your gaming preference.

X-plod

If you spend long hours in your car every day, it’s important to equip it with enough entertainment so that you’ll never have a dull moment. Car audio entertainment need not be limited to just your favorite radio stations or CDs. Thanks to Sony Xplod mobile entertainment technology, you can enjoy music from more sources. You now can even experience visual entertainment with our innovative Touch-Screen Multimedia Centre receiver. Riding the car is never the same experience again.

Hi-Fi System

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Audiophiles need look no further than Sony’s selection of high-power Hi-Fi Systems that can fill your whole room with high quality stereo sounds, thanks to superb speakers and powerful components.

Sony Ericsson

With Sony Ericsson’s colourful and innovative collection of mobile phones, you can definitely find one that will fit into your lifestyle, budget and shows off your character. We’ve also created a series of handy mobile phone accessories so you can spruce up your mobile phone’s appearance, prevent it from damage, or enhance its usage.

WEGA (CRT) TV

It’s all about features, quality, style and price with Sony’s CRT TVs. Our range of CRT TVs offer analog and digital high-definition inputs, superior audio features and picture-enhancing technologies for superior visual and aural results.

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THE PHILOPHY BEHIND SONY’s DESIGN

"Do what has never been done before." "Always stay one step ahead." These expressions have underscored sony’s corporate philosophy since the very beginning, and have always represented the backbone of Sony's design philosophy of "building high-performance, easy-to-use and beautiful products with a distinctive Sony flair." This is the philosophy behind the long line of Sony design.

Sony Design continuously strives to create something original. To its mind, products are intended for people to use, so it only stands to reason that these products be designed with a human touch. For Sony, human-focused design is the foundation for creating something original.

People often note that the Sony Walkman changed their lives. In actuality, the Walkman’s success can be credited to the public’s demand for a “music on the go” lifestyle. The Walkman touched the hearts of consumers by making it possible for listeners to take their music with them and access it on demand. The Walkman story is a perfect example of what it takes to create consumer lifestyle changes—a product must strike a universal, heart-touching chord with people everywhere.

When Sony Design was established in 1961, its black & silver design language elevated the Sony image. The idea was to do away with excessive

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ornamentation and accentuate a powerful, high performance, professional feel through the use of simple, cool colors and materials.

It all starts with the principle of carefully listening to the user's needs. Every aspect of Sony design considers the needs of people who use their products. This includes everything from the shape of each button and dial, the position of every switch, to the interface design. Sony carefully observes the conditions under which the product is operated and pursues continuous improvement. Its products are not only functional but also give full expression to the beauty of functionality.

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COMPETITON

Sony enjoys a healthy competition with many world class electronics brand present in India. With a population of over more than 1 billion, India has always been a battlefield for these players to mark their victory in pricing, promoting, value addition, design, quality etc. Sony, in its only 15 years of presence in India has outperformed in every meaning.

In a country like India, which is a highly populated country with variety of people, Sony’s performance deserves a round of applause. It was possible only because of the Sony’s extra ordinary philosophies, design, and quality and values their product hold.

Some of the major competitors for Sony are:

1. Samsung.

2. LG.

3. Philips

4. Videocon.

5. Panasonic.

6. Onida.

7. Hyundai.

Beside these major brands, there are also various other small and local brands.

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COMPETITOR’s PROFILE

LG

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea. In India for a decade now, LG is one of the leading players in consumer durables and recognized as a leading technology innovator in the information technology and mobile communications business. LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latestglobal technology and product innovation.

One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products.   LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida.

In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50

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acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors

SAMSUNG

SIEL has its manufacturing facility at Noida, U.P. This is the state-of-the-art, high-tech facility for manufacturing Color Televisions, Color Monitors, and Washing Machines & Refrigerators. This manufacturing unit consists of sophisticated facilities with latest Auto Insertion Machines, Auto PCB Tester, High Efficiency Module Conveyor, and all modern machines geared up for High Speed, High Volume & Very High Quality Production.

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Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. It is the hub of Samsung’s South West Asia Regional Operations, and looks after its business in Nepal, Bangladesh, Maldives & Bhutan besides India. SIEL commenced operations in India in December, 1995. Initially, a player only in the Colour Televisions segment, it later diversified into colour monitors (1999) and refrigerators (2003). Today, it is recognized as one of the fastest growing brands in the sphere of digital technology.

Samsung in India has a presence in the following areas of business:

Consumer Electronics (CE)/Audio Visual (AV) Business Home Appliances (HA) Business Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions:

Sales & Marketing Manufacturing Software Centre Operations

PHILIPS

Philips India ltd. is the Indian counterpart of Royal Philips Electronics. Originally established as Philips Electrical Co. (India) Pvt. Ltd, Philips was born in India in Kolkata in 1930. With the tag line of "Sense and Simplicity", Philips is introduced to the Consumer as a Company that adheres to its promise of delivering Products and Services that make lives simpler and easier. Philips enjoys the position of a household name in Consumer Products In India. Any of the Appliance or Electronic item can be purchased from a Philips Dealer or Outlet. The Consumer Products range of Philips include:

Televisions- LCD, Plasma, Flat Screen , Smart Touch XL Recorders, DVD Players, I pods and Home Theatre Systems Audio Products - Audio Systems, Remote Controls, Audio/Video

Accessories Digital Photo Products and Frames Portable Audio and Video Systems, Accessories like Headphones

and Speakers.

Philips is a name synonymous to Lighting In India. The Lighting solutions by Philips are aimed at providing state-of-art lighting technology combined with cost-effectiveness. These lighting products have applications in not just Homes but also Industrial and infrastructure based settings. The Philips Lighting Solutions cover the following spheres:

Professional Lighting - Industrial, Shops and offices, Road and Area, Hospitality, Sports Lighting, City Beautification, Schools and Petrol Stations

Automotive Lighting - In Cars, Motorcycles and Trucks Home Lighting

The Annual Reports of the Company show considerable growth owing to a well planned and maintained Research and Development System. Philips India Ltd. has Offices in all the major cities in India namely Kolkata,

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Chennai, New Delhi, Bangalore, Pune and Gurgaon.

The Corporate Office is situated at Mumbai. The CEO of Philips Electronics India Limited, Mr. K Ramachandran, along with the Chairman, Mr. S.M. Datta and the entire team of directors has been successful in taking Philips to new heights in Indian Consumer Appliances Market.

Any online information can be found on the Philips India Website and Royal Philips Electronics.com. A detailed list of the Company Products, Dealers, Retail Outlets, Offices and Service Centres is also available on the Website. Online Catalog can also be viewed.

PANASONIC

Panasonic Corporation based in Osaka, Japan is a worldwide leader in the

development and manufacture of electronic products for a wide range of

consumer, business, and industrial needs.

In India, the following Panasonic group Companies exist,

Panasonic India Pvt. Ltd. [PI] (Consumer Sales Division) is responsible

for the sales and marketing of mass consumer products. In addition, the

Panasonic family extends to 6 other entities, each specializing in products

that cater to the Indian customers and marketplace.

Panasonic Home Appliances India Co. Ltd [PHAI] is engaged in the

manufacture, import, marketing and sales of kitchen appliances and small

domestic appliances. Product categories include beauty care, personal care

and health care items. PHAI is headquartered in Chennai, Tamil Nadu.

Panasonic AVC Networks India Ltd [PAVCI] is a key manufacturer of

CRT TVs and LCD. PAVCI is based in Noida, UP.

Panasonic Battery India Co. Ltd [PBIN] is engaged in the manufacture

and sales of dry cell batteries. PBIN is based in Baroda, Gujarat.

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Panasonic Carbon India Co. Ltd [PCIN]: is engaged in the manufacture

and sales of carbon rods. PCIN is based in Chennai, Tamil Nadu.

Indo National Ltd [INNCO]: is engaged in the manufacture and sales of

dry-cell batteries. INNCO is based in Chennai, Tamil Nadu.

Panasonic Asia Pacific Pte. Ltd. has branch offices in India engaged in the

import, marketing and sales of Office automation, Telecom products,

Computers, Projectors and Security systems. They are headquartered in

Delhi.

Panasonic in India is supported by a wide dealer and service network. We

are actively poised to strengthen and widen this network in India into the

evolving future.

VISIT To A SONY STORE AT RAIPUR

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Name- Fairdeal, M.G. road, Raipur

Type- Exclusive retail store

Presence in market- Since 41 years

Avg. monthly sales- Rs.45, 00,000

Ownership type- Partnership

Partners- 1. Mr. Ravi Mandha

2. Mr. Tarachand Mandha

3. Mr. Mohan Mandha

Products range- All Sony products except mobile phones.

The Fairdeal store is one of the oldest and most reputed business enterprises in Raipur. The store was initially started with deals in small electronics products. With the entry of Sony in India in the year 1994, fairdeal was the first to take its exclusive retailorship. Ever since then, fairdeal has become a brand in itself. It is not wrong to say that in spite of the presence of Sony world in Raipur, the first choice for people’s destination to buy a Sony product is Fairdeal.

Fairdeal is definitely one of the most organized stores in Raipur. All range of Sony products are kept for display of customers in a very systematic manner. The fairdeal store is two storied with display of Dig cams, handy cams, Games, Laptops, and CRT TVs in the ground floor and Plasmas and LCDs in the 1st floor.

SONY’s MARKET SHARE

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Since its presence in India, Sony has gradually increased its market share in India’s electronic market. It took only few years for Sony to establish its brand as one of the highly preferred electronic brands in India. It is very evident now that Sony has a niche over the Indian market.

INDIAN ELECTRONICS MARKET (08-09) - Rs.20000 crore

SONY INDIA’s TOTAL MARKET

2007-08- Rs. 3000 crore.

Apr08-Dec08- Rs. 2900 crore.

Expected 08-09- Rs.4000 crore.

Therefore, it is evident that by the end of year 08-09, Sony has a 20% market share in India’s electronics market which is commendable. Sony plans for a 30% increase in its total revenue every year and will keep on introducing new range of products for the same. In the year 08-09, Sony introduced varied range of Bravia LCD TVs, Dig cam and Handy cams.

It is also noticeable that while the Indian electronic industry is increasing at a rate of 10%, Sony is posting an increase of 25-30% every year. It has equaled 07-08 revenue mark in just 9 months in the current year and is all set to touch its planned mark of Rs.4000 crore.

PRODUCT WISE MARKET SHARE OF SONY

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Product Current share

Future aim Competitors

CTVs 10% - Samsung, LG, Videocon, etc

LCDs 30% 40% Samsung, LG, etc.

DIGI cams 37% 42% Kodak, Canon, Olympus, etc.

Gaming devices 80% -Audio hi-fi 45% 60% Philips,

Yamaha, bose, etc.

Handy cams HDD DVD

35%50%

Samsung, canon

Laptops 10% 15% HP, Lenovo, acer, dell

Mobiles 17% 20% Nokia, Motorola, HTC, samsung

LOCATIONS

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Sony’s registered office is located in Delhi. Other than this, Sony has its branch offices in almost all major cities of India to cater all the parts of the country and having a better and effective control over the market and the distribution channel. Detailed locations can be studied as under:

Sony India Registered Office

NORTH

New DelhiA - 31, Mohan Co-operative Industrial Estate, Mathura Road New Delhi - 110044Ph No : 66006600Fax No : 26959141

Sony India Branch Offices

EAST

Guwahati5th Floor, NH Center Point Building, Opposite Bora Service, G S Road GuwahatiPh No : 0361-2462858, 2462859

KolkataKCI Plaza, 6th Floor, 23C, Ashutosh Chaudhary Avenue Ballygunge Phari, Opposite Chinese Pavillion Kolkata - 700019 Ph No : 033-24614381, 24614387 Fax No : 24614414, 24614399

RanchiPlot No. 468, Ground Floor, Sushila Niwas, Hinoo Main Road, HinooRanchi - 834002 Ph No: 0651-2251217, 2251218, 2251219, 2251220

NORTH

Chandigarh

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SCO 162-163, Madhya Marg, Sector 9-C Chandigarh - 160017Ph No : 0172-5046431, 5046443Fax No : 0172-4046445

Ghaziabad24 Advocate Chambers, 2nd Floor, RDC Raj Nagar Ghaziabad, Uttar PradeshPh No : 0120-4380060, 4117585, 4117586, 4117587Fax No : 0120-4380059

JaipurC-7, Sultan House, 1st floor,Sawai Jai Singh Highway, Bani ParkJaipur - 302016Ph No : 0141-4041896, 4041897Fax No : 0141-4041894

Ludhiana38 G & 39 G, First Floor, B R S Nagar, Ludhiana PunjabPh No : 0161-4632222Fax No : 0161-4632225

Lucknow4th Floor, Eldeco Corporate Chambers, Vibhuti Khand Opposite Kisan Mandi Bhawan, Phase 1 Gomti Nagar LucknowPh No : 0522-4041231, 4041232, 4041233, 4041234, 4041235

GurgaonSCO 32-33, Sec 15, Part II, Ist Floor, Gurgaon,HaryanaPh No : 0124-2225267, 2225265Fax No : 0124-2225269

SOUTH

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BangaloreNo.768, 100 Feet Main Road HAL, IInd Stage, 12th Main, Indira Nagar Bangalore - 560038Ph No : 080-66605555Fax No : 080-25294987

Chennai33/13, Shafee Mohammed Road, Off Greams RoadChennai - 600006Ph No : 044-28292571, 28292572 Fax No : 044-28294853

Cochin2nd Floor, Muscat Tower S.A.Road, Kadavanthara Cochin - 682 020Ph No : 0484-2318616, 2318618, 2318619Fax No : 0484-2318629

Coimbatore Sony India Pvt Ltd, III Floor, 1025/1 Skanda Square, Avinashi Road Coimbatore - 641018Ph No : 0422-4334455 Fax No : 0422-4334456

HubliFirst Floor, No: 4880/4 & 4880/5Above Bellad & Co, Gokul Road Hubli - 580030Ph No : 0836-4264181, 4264182, 4264183Fax No : 0836-4264184

Hyderabad6-3-676/A/2/3/4, Punjagutta X Roads, Punjagutta Hyderabad - 500082Ph No : 040-66115000Fax No : 040-23400014

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VijayawadaMatha Towers, 4th Floor, Door No. 59-10-1/A, Ring Road Patamatalanka, Krishna District Vijaywada - 520008Ph No : 0866-6667788Fax No : 0866-6668020

WEST

Ahemdabad101, Parth Complex, Ground floor, Swastik Cross RoadNavrangpuraAhmedabad - 380009Ph No : 079-26441040, 26441041 Fax No : 26460839

Indore25/1 Ground Floor, Yashwant Niwas Road, Shirish Chamber Indore - 452003Ph No : 0731-4055762, 4042013, 4042033

MumbaiIst Floor, Trade Globe Building, Sir M. V. Road Kondivita, Andheri (East) Mumbai - 400059Ph No : 022-28313333, 56919999 Fax No : 28312935

Pune109, First Floor, City Mall University Road, Ganesh Kind Pune - 411016Ph No : 020-41402000Fax No : 020-41402099

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SONY - MICROSITES

Sony has developed microsites to help its customers who are looking only for the particular product. Customers can directly enter the microsite of the desired product and search desired information. Links to these microsites are:

www.sony.co.in/hd

www.sony.co.in/microsite/bravia/

BRAVIA Theatrewww.sony.co.in/microsite/bravia_theatre

www.sony.co.in/microsite/cybershot

www.sony.co.in/microsite/vaio/

 

  - Standard Definition hwww.sony.co.in/microsite/sd_handycam

Handycam Accessories www.sony.co.in/microsite/handycam/accessories

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www.sony.co.in/microsite/sonyoptical

SONY-Environmental Affair

Sony Electronics Inc. is dedicated to protecting and improving the environment in all areas of its business operations. Conserving resources, eliminating hazardous chemicals, increasing energy efficiency, reducing pollution and offering convenient recycling opportunities to customers are among many areas that SEL is committed.

Since 1991, SEL established a corporate-wide environmental policy to address waste minimization, waste management and consideration of environmental impact when evaluating new products, projects and operations. This lead to the establishment of Sony’s Environmental Vision and mid-term Green Management targets.

Green Management 2010 provides guidance, direction and progress measurement systems for environmental initiatives for global Sony group operations. The plan creates a framework to uphold "green" policies and procedures in the creation, design, manufacture, packaging, transport, sales and service of products and in all areas of operation in order to achieve these targets.

All Sony North American manufacturing plants and all non-manufacturing operations larger than 100 employees are ISO 14001 certified under the Sony’s global environmental management system program. This certification recognizes that SEL operations meet the international standard for environmental management requirements and for many areas, Sony and SEL are committed to minimizing environmental impacts well beyond what is needed for certification.

Recycling

As a leader in the consumer electronics industry, Sony has made environmental responsibility a top priority. The Sony Take Back Recycling Program was launched on Sept. 15, 2007 with Waste Management Inc.

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(WM) and is the first recycling initiative in the U.S. that connects a major consumer electronics manufacturer to a national waste management company and its physical network of recycling centers around the country.  To encourage consumers to recycle and dispose of electronic devices in an environmentally sound manner, Sony is working with WM and its Recycle America locations to allow consumers, including businesses, to recycle all Sony-branded products for no fee at eCycling drop-off centers throughout the U.S. The program is also open to all makes of consumer electronics products, recycling any non-Sony product at market prices.

Sony has participated in a similar recycling program in Minnesota since 2000. Based on the success of this program, Sony plans with WM’s support to expand the Take Back Recycling program with at least one eCycling drop-off center in all 50 states. Sony and WM Recycle America are also working toward having enough drop-off locations so there is a recycling center within 20 miles of 95 percent of the U.S. population. The company’s overall goal is to make recycling of Sony products as easy and convenient as it is to purchase, and recycle one pound of old consumer electronics equipment for every pound of new products sold.

As of January 2008, Sony is the first company to sign the “Manufacturers’ Commitment to Responsible E-Waste Recycling,” a pledge with key watchdog environmentalists that all waste collected through its partnership with Waste Management will be managed responsibly. Sony is abiding by the highest environmental standards for end-of-life product solutions by ensuring their recyclers meet a strict set of standards, including not exporting the toxic waste to developing countries.

SEL is also a board member of the Rechargeable Battery Recycling Corporation and labels all of its rechargeable batteries with recycling information. With help from the RBRC, there are now more than 50,000 convenient recycling drop-off points throughout the United States and Canada.  In addition to regular rechargeable battery collection boxes currently available in all Sony Style stores, Sony distributes individual collection bags in specific product packaging.

SEL has been instrumental in using post-consumer resources including plastics into new products, supporting the recycling of materials, as well. This initiative has led to the annual consumption of more than 15,000,000 pounds of otherwise waste plastic.

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RECENT NEWS AND ANNOUNCEMENTS

1.Sony India to gain market share in low-end segment

Sony India is looking to gain market share in its low-end segment across categories by rolling out more products in the lower price bracket at the entry level. At the same time, it will continue its focus on the mid and high segments which now contribute 70-80% of its turnover.

This comes at a time when the global slowdown has resulted in Sony India undertaking a downward revision of its FY08 targets. It is expected to close this year with a 20-25% growth, as compared to its earlier projections of 30-35%. In 2007-08, Sony India’s turnover was Rs 3,000 crore.

"For FY09, we are targeting a growth of 15-20%," said Sony India general manager (CAV sales department) Sunil Nayyar. He was speaking at a press conference in Kolkata on Thursday to unveil Sony’s latest digital imaging product line-up with a total 19 models for the Indian market.

"In the domestic digital still camera business, we expect the sub-Rs 10,000 category to grow the fastest in FY09 and account for 40% of the sales in that segment. In FY08, the Rs 10,000-12,000 category was the strongest with 25-30% share in our digital still camera business," Sony India manager-marketing mobile and entertainment department Takahiro Hirata told ET.

Mr Nayyar added that despite the slowdown, the LCD TV and digital still camera segments were expected to be the biggest growth drivers next fiscal,

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though categories like laptops, play-stations and digital players were also expected to show significant growth.

The audio and CRT TV categories were the underperformers.

He did not rule out a revision in prices, given that the company relies primarily on imports which have been costlier due to the depreciation of the rupee. "If the exchange rate condition worsens, then we may have to consider an upward revision of prices. However, we are not thinking of it right now," said Mr Nayyar.

2.Sony targets 30% of LCD market by '09

In order to tap fast growing number of super rich households in the country, Sony India has chalked out an ambitious plan to capture 30% market share of liquid crystal Display (LCD) Television market in the country.

The company has a target to achieve a turnover of Rs 4,000 crore in 2008-09 as against Rs 3000 crore during last year.

"Our primary growth categories will be BRAVIA LCDs, VAIO Laptops, Handycam camcorders and Cyber-shot cameras, said Sony India MD MasaruTamagawa.

The company's future plans are to cultivate the demand of high definition (HD) products by introducing more of such products in the country.

The company has also plans to introduce more aspirational products in the future like its OLED (Organic Light Emitting Diode) television.

At the same time, the company is also planning to focus to strengthen its dealer network to reach to the remote areas of the country.

Tamagawa said that company's strategies are based on customer segmentation and its focus is on the target segment that has an annual household income of Rs 5 Lakh and above. According to companys research statistics, this segment will grow to reach 40 million households by 2010.

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"We are eyeing at capturing 30 % of LCD TV market share in India in 2008-09 with an investment of Rs 60 crore towards marketing activities for BRAVIA LCD television range, which, was launched recently, he said.

3.Sony India eyes 45% share in digital camera

Sony India, a wholly-owned subsidiary of Sony Corporation of Japan, has lined up a slew of new models and initiatives to capture a significant share in the country's digital still camera market.

With the launch of its strongest ever product line-up including 11 new products in 24 colours Sony aims to increase its current national market share in 2009-10 to 42% (in digital still camera segment) up from of the current 37%. In the northern states of Punjab, Himachal, J&K and Chandigarh, the company is eyeing a share of 45% in 2009-10, up from 40% in 2008-09.

“The new product line will be available in the market by the first week of April. With these hitting the market, a similar number of old models will be phased out. The basic model starts from 10 mega pixels as compared to 8 mega pixels in previous product line,” Sunil Nayyar, general manager, consumer audio/video sales department, Sony India, told FE.

Sony is expected to sell 5, 00,000 cameras in2009-10, against 3,70,000 units in 2008. “We registered a growth of 37% in 2008 in terms of sales and in 2009 we expect the growth to be around 35%. The digital still camera market size in India is expected to increase by 20%-from 1 million units to 1.2 million units this year. In the northern region we sold around 24,000 units in 2008 and next year, the target is 28,000 units,” Nayyar added.

To increase the penetration of its products in tier II and tier III cities, Sony India plans to strengthen its channels and distributor network. “ We will market our products through Sony centres and Sony exclusive stores besides the photo channels and multi-brand outlets. More exclusive stores may be opened in the coming year,” said Nayyar.

At present Sony has a distribution network of 7,000 dealers and distributors, 240 exclusive outlets and 20 branch locations.

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Sony India also has a strong service presence across the country with 21 company-owned and 172 authorized service centres.

SONY- AWARDS and RECOGNITIONS

Sony Design has been well-received by the international design societies. Here are the lists of Sony products which have been recognized by the honorable design awards.

[ October 2008 ]

The Good Design Award is Japan's only comprehensive design award intended to improve people's lives by promoting the improved quality of goods.

2008 Good Design Award:

Sony has won 22 Good Design Awards including 1 Gold Award.

The iF Design Award is a worldwide design award given to industrial products with superior designs. The award is sponsored by the Industrial Forum Design Hannover (iF), an international organization that seeks to promote good designs.

iF product design award 2009: [ March 2009 ]

Sony has won 17 iF product design awards including 3 Gold Awards.

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The red dot Design Award is a worldwide design award given in recognition of superior product design and communication design.Design Zentrum Nordrheim Westfalen sponsors the red dot Design Award.

2009 red dot Design Award: [ March 2009 ]

Sony has won 16 "red dot" awards including 1 "best of the best".

[ December 2006 ]

[ December 2007 ]

[ December 2006 ]

[ December 2006 ]

[ December 2006 ]

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SONY- Accessibility

Sony is planning to mark its footprints in all the major and growing cities of India. With its already established wide range of distribution channels that includes plenty of Sony showrooms across the Indian cities, Sony is leaving no stone unturned to capture the Indian market and establishing more showrooms and exclusive Sony stores for easy accessibility of customers.

Sony’s present distribution channel in India can be stated as follows:

CHANNEL PARTNERS- 7000 nos.

SONY WORLD AND EXCLUSIVE STORES- 215

DIRECT BRANCH LOCATION- 21

Thus, Sony is making it sure that the products are made easily available to its customers with such a wide range of distributors.

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THE SONY CULTURE-The relationship centre

The Sony culture is of high quality in India. And it is undoubtedly, the first of its kind. Sony’s culture is contributed by presence of Sony world and exclusive Sony showrooms which is the right place for a customer seeking quality products. The Sony world is a form of modernization with demonstration of all range of Sony products under one roof with live demonstration off the same. Apart from Sony world, there are many exclusive Sony showrooms selling almost all range of Sony products.

This is not all about Sony. There are number of local dealers across the country selling one or more Sony products.

Let us move ahead and have a glance to Sony culture:

1. SONY STYLE (In U.S.A).

2. SONY WORLD( In India)

3. Sony exclusive stores and channel partners(In India)

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THE SONY PRODUCT BASKET

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ANNEXURE

Kindly tick the appropriate box of your choice,

1. What Sony product(s) are you currently using?Sony Television Sony music system Sony digicam or handycam

Sony Mobile Sony PCs or laptops Others, specify2. Since how long have you been using this product?

Less than 1 year 1-2 year 2-4 years More than 4 years3. How do you rate the performance of your product?

Excellent Good Satisfactory Poor4. Are you satisfied with the price you paid for your product or was it worth

spending?Yes No Cannot say

5. Have you encountered any problem with the product? if yes, how often?Yes No

Once rarely very often6. Do you find the repairing cost of your product very high?

Yes No sometimes7. Are you satisfied with the after sales service of your dealer?

Yes No Name of your dealer8. How do you react to the brand, SONY?

Best Better than many Better than only few

Ok9. Do you prefer any of these brand(s) over Sony?

LG Samsung Videocon Onida

Others, please specify 10. On a scale of 10, how would you rate your Sony product?

Your Name- Address-

Mob. No.-

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RESEARCH ANALYSIS

Question 1. What sony product(s) are you currently using?

Televison-25 Music system- 18

Digicam and handycam- 20 Mobiles- 11

PCs and Laptops- 08 Others- 05

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Less than 1 year- 9.52%

1 year- 2 year- 26.14%

2 years- 4 years- 35.71%

4 years and above- 28.57%

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Excellent- 40.48%

Good- 47.62%

Satisfactory- 11.90%

OK- 0%

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Yes- 71.43%

No- 9.52%

Can’t say- 19.05%

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Yes- 45.24%

No- 54.76%

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Yes- 19.05%

No- 57.14%

Sometimes- 23.81%

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Yes- 95.24%

No- 4.76%

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Best- 26.19%

Better than many- 61.90%

Better than only few- 9.52%

Ok- 2.39%

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LG- 28.57%

Samsung- 35.75%

Videocon- 0% Onida- 0%

Others-16.67% None- 28.57%

RESEARCH INTERPRETATION66

The research was done with the help of 42 questionnaires filled by Sony customers at Raipur. From the varied views and responses received from these customers, following interpretations can be made:

1. Sony televisions, digital cameras, handy cams and music systems are

highly preferred products of Sony.

2. Sony customers are highly brand oriented.

3. Sony has a low sales volume in products other than that mentioned

above, but still it enjoys a good market share for those products.

4. According to the research, more than half of Sony customers use more

than one Sony product.

5. All the Sony customers were satisfied with their product’s

performance, most of them highly satisfied.

6. In spite of high prices of Sony products, research showed that the

customers have no grudges for paying high for their product. In fact,

they were ready to pay for a good quality.

7. Research showed that less than half of the customers have

encountered a problem with their product once or more, and the

majority in it being those using product for 2 or more years. The other

more than half had no problem in their Sony product.

8. The research revealed that not all customers find the repairing cost of

their product very high, with less than half saying yes.

9. Sony has succeeded well in providing the best dealers and showrooms

to entertain their customers. Almost all the customers were satisfied

with the services rendered to them by their dealers.

10.Sony has clearly emerged as one of the topmost brands in the

consumer durables sector.

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11.Sony has a tuff competition with its two competitors LG and

Samsung.

12.Sony has managed to score a good average score of 8 in such a

healthy and tight competition.

13.Sony has showed its corporate social responsibility by its various

environmental activities that are very beneficial for the society.

14.The data also reveals that Sony is unbeatable when it comes to design

and technology with various awards in its bag.

15.Sony has a huge market share in the India’s consumer durable market

and has a great scope of improvement.

16. Fairdeal, exclusive showroom for Sony at Raipur is the most

preferred destination for Sony lovers.

RECOMMENDATIONS

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Sony still has a long way to go. It is not easy to retain the top niche in the market in the presence of global competitors like LG, Samsung and others. These competitors are trying their best to emerge as the leader with new introductions and innovations. Raipur being the capital city of Chhattisgarh has the presence of all the market players making it a challenging task for Sony.

On the basis of my research and interpretation, I have following recommendations, viz.:

1. Sony emphasizes more on its television segment and less on other which might lead to fall in its market share. Therefore each segment must be given an equal priority as consumer durable market is huge and there is a big market for all the products.

2. Sony advertizes less for its products like MP3 players, PS2 and others which have a good market and can be increased further if properly marketed.

3. Sony must come up with some new technology like LG’s recent IPS technology and Samsung’s LED technology.

4. Sony must improve the options in music systems for the customers with new introductions.

5. Sony’s offers are only seasonal and very limited. It must come with some off seasonal offers too.

BIBILIOGRAPHY

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Sony.com

Sony.co.in

Google.com

Wikipedia.com

Times of India

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