Pdf the paper aims to investigate the influencing of marketing mix mm elements product, price, place or distribution, and promotion on increasing. Mar 28, 2012 this video introduces the concept of the new 4 ps in marketing, which identifies the focus on the value of products and value added areas and less on the competition value of price. The plan will evaluate the marketing strategy of sony inc televisions in general. Revise sales and marketing strategy by region, and consider.
They use various pdf brochures and videos to ensure customers. By studying a complete list of marketing mix elements, we find that the extent to which each marketing mix element requires resource allocation adaptation is different. A case study on janata bank limited, bangladesh article pdf available january 2015 with 7,512 reads how we measure reads. Marketing mix is a model of crafting and implementing marketing strategy in the business. Marketing mix for the sony playstation 3 by david mckinney. Marketing mix has been defined as a set of marketing tools that the firm uses to pursue its marketing objectives in the target market, as per wikipedia. It offers different videos and pdf brochures to help customers understand their. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The term marketing mix refers to this end to end view of the production process of goods or services. The concept of the marketing mix guillaume nicaise. In this chapter the role of pricing in the marketing mix is examined. Consumer products can be categorized as convenience goods, for which consumers are willing to invest very limited shopping efforts.
Advertising sony advertises its products through many channels. As a business manager, you determine how to use these variables to achieve your profit potential. All these decisions are commonly called the marketing mix. The findings have been inconclusive and conflicting. One of the most recognized brand name in the world. In this article, we will look at 1 the four ps, 2 history of the marketing mix concept and terminology, 3 purpose of the marketing mix, 4 key features of the marketing mix, 5 developing a marketing mix, 6 key challenges, and 7 marketing mix example nivea the four ps product. Sonys marketing plan free download as powerpoint presentation. The company effectively implements strategies and tactics to maintain a satisfactory share of target markets around the world. Marketing mix of sony playstation playstation marketing mix. In this article about marketing mix 7ps example im going to cover the following. It designs their marketing plans always based on their distribution channel. Playstation uses aggressive promotion as a part of its marketing mix. Read this article to get information on marketing mix.
The product strategy and mix in sony marketing strategy can be explained as follows. Marketing project 05bsp069 an analysis of sony computer. The marketing mix 4ps and marketing strategy of sony. There are many different advertisements of its products such as sony wega tv or bravia televisions. At last years corporate strategy meeting, i said that sonys corporate. All these elements are very significant and depend upon each other. To market the products in broadest sense every company needs to create a successful mix of right product at right price at the right place through right promotion. As a strategic marketing tool, marketing channels had, for many years, taken something of a back seat to the other three strategic areas of the marketing mix. Marketing mix 7ps example marketing mix 7ps example. Mar 01, 2017 sonys marketing mix 4ps is based on the varying conditions of the consumer electronics, gaming, entertainment and financial services markets. A comparative study on marketing mix models for digital. It is a leading brand in electronics industry and also the fifth largest manufacturer of televisions, as of 2016. Microsoft marketing mix microsoft 7ps of marketing. Produit ou service, prix, distribution et communication.
Assessment f sony s marketing strategy a information in marketing strategy. New ps were introduced into the marketing scene in order to face up into a highly competitively charged environment low and tan, 1995. Marketing strategy of sony corporation mba knowledge base. Understanding the marketing mix concept 4ps cleverism. Product decision normally base on brand name, functionality, styling, quality, safety, packaging, repairs and support. May 06, 2019 here is the marketing mix of sony which is one of the most sought after and leading manufacturers of communication, gaming consoles, technology products. Apple and sonys purpose of using the promotion mix is to blend different methods and tools of communication you use in presenting your company, products or services to target customers. Marketing strategy of sony corporation concept marketing strategy.
The features of the sony playstation games are such that they in turn are a promotion in itself. Marketing mix of the music industry in united states of america and south korea. Pdf service marketing mix and their impact on bank. Marketing mix is originating from the single p price of microeconomic theory chong, 2003. Sonys main competitors is always giving tough competition to the company and trying to defeat us but sonys excellent service is. The marketing mix has been defined as the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Aug 05, 2014 the marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. In marketing management 1967, philip kotler defined the marketing mix as the set of controllable variables a firm can use to influence buyer response. Marketing is commonly only associated with the promotion aspect of this process, but marketers should be engaged throughout the production phases in order to refine marketability. The services marketing mix differs chiefly from the 4ps by the addition of three new decision responsibilities that must be integrated to form a coherent and effective services marketing mix. Sony corporations marketing mix 4ps analysis panmore institute. An emphasis is placed on its importance and sample applications from the literature in which pricing strategies were developed alongside with the development of a marketing strategy are present. Also discuss your costing and pricing strategies and methods, your pricequality market positioning strategy and market segmentation.
Many firms viewed marketing channel strategy as somewhat of a leftover after the. The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The prestigious history of indian television has envisioned the development of audio visual media in the nation. The marketing mix of sony playstation is very strong mainly because of its product which is known to be technologically advanced and meant for gamers. Tokyo, japan the name sony is based on the latin word sonus, which means sound. The marketing mix strategies are anchored on these 4ps, which defines the direction of marketing efforts in order to create a competitive advantage. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. Samsung is one of the worlds largest semiconductor manufacturers and south koreas top electronics company making. The multinational technology company manipulates with elements of the marketing mix according to its marketing strategy, as a part of its business strategy. Marketing mix strategy explain your product design strategy in respect of the anatomy of the product, the brand personality, marketing slogan, usp, esp and cpa. The difficult part is doing this well, as you need to know every aspect of your business plan.
Pdf sony computer marketing report wajeeh abbas academia. Microsoft marketing mix microsoft 7ps of marketing comprises elements of the marketing mix that consists of product, place, price, promotion, process, people and physical evidence. It was originally launched in the year 1988 jointly by nintendo and sony. Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value. Sample list of marketing mix being used by the organization. Sony spends millions each financial year on advertising and promotion promotional budget of the entire range of consumer electronics. Here is the marketing mix of sony which is one of the most sought after and leading manufacturers of communication, gaming consoles, technology products. Understanding the tool the marketing mix and the 4ps in marketing are frequently utilized as synonym for one another. The marketing mix of sony ericson include its mobile phones and accessories. Marketing mix of sony analyses the brandcompany which covers 4ps product, price, place, promotion and explains the sony marketing strategy. Place process marketing mix 7ps promotion aimed at. Sonys power that why sonys one of the top leader in the market.
The marketing mix is a foundational tool used to guide decision making in marketing. The research concluded that there are studies addressing the same topic. Using the 7ps as a generic marketing mix researchgate. Marketing is divided into a series of interconnected decisions on product, price, place and promotion. Sony ericson has ensured that they have attended to all the 4ps of the marketing mix and applied each appropriately throughout their campaign.
Product decision normally base on brand name, functionality, styling, quality, safety, packaging, repairs and support, warranty, accessories and services. The marketing mix is the combination of techniques used to market a brand. Here is the marketing mix of sony which is one of the most sought after and. Playstation is a gaming brand consists of gaming consoles, media platform and controllers. Read about sonys distinct approach to marketing and the channels it uses to reach. Playstation marketing mix 4ps strategy mba skoolstudy. The marketing mix also known as the 4 ps is a foundation model in marketing the marketing mix has been defined as the set of marketing tools that the firm uses to pursue its marketing objectives in the target. The marketing mix represents the basic tools which marketers can use to bring their products or services to market. A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a need or want. The four ps are product, price, promotion, and place. Music industry this section is devoted to providing a general outlook of the music industry in the united states hereafter u. Therefore, the 4p marketing mix model may not valid on the internet age, the 4c and the 4s model are some alternatives. Data was collected through secondary source of data.
In recent times, indian television is said to be in close amalgamation with the private channels that offers all kinds of entertainment. The factors controlled by a company that can influence consumers buying of its products. In this assignment the following points are going to be discussed. One of the most recognized brand name in the world today, sony corporation, established its india operations in 1994, focusing on the sales and marketing of sony products in the country. And also through posters a message has been sent to lot of people to be aware of the products which sony offers. Jul 03, 2017 marketing mix and the four ps is an intuitive framework. Marketing managers should concentrate on these variables and tailor them regarding the target market theyve chosen to pursue.
The marketing mix introduction setting the right marketing mix for the product or service means that it including all of the important bases in marketing strategy. Sony has got a wide variety of offerings in its marketing mix product strategy. Strategic management decisions have multifunctional and multibusiness consequences, this kind of decision require broad consideration of the firms external and internal environments, and it may affect the firms chance of prosperity. The leading approach to the study of this issue is the marketing model 7p, allowing structuring the changes in a complex of marketing tools with regard to trade and information services of online stores. 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 this organization has applied the marketing mix. It is about putting the right product or a combination thereof in the place, at the right time, and at the right price.
The marketing mix is most commonly executed through the 4 ps of marketing. All elements of the marketing mix have been affected by digital technology. The focus of this book is to present concepts, principles, and techniques that provide guidance to help a seller set the best price. Teenagers professional people well of familes movies james bond physical enviroment 7ps ranging from medium to high supermarkets game shops sony shops online electrical retailers preconfigured items made to order items. Sony is a leading brand that makes televisions, home theatres, sound bars, projectors and blue ray and dvd players. Est considere comme nouveau en marketing, tout produit qui a donne lieu a une etude amont et une approche nouvelle du mix. Marketing mix for the sony playstation 3 product, price, promotions, place product quality features style brandname packaging type and size service guarentees warranty quality the ps3 is a highquality gaming and entertainment maching. This article is about marketing mix 7ps example and has been written by russell bowyer. Sony s marketing strategies giving tough competition to competitors and constantly leading market. Borden harvard business school marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm.
Marketing strategy is reason to use in business because we can improve our services and quality of product, which is existing marketing mix. Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The term marketing mix is a foundation model for businesses, historically centered around product, price, place, and promotion also known as the 4 ps. The marketing mix is a decent place to begin when you are thoroughly considering your plans for an item or service, and it helps you avoid a lot mistakes. Sony s marketing mix 4ps is based on the varying conditions of the consumer electronics, gaming, entertainment and financial services markets. The chartered institute of marketing in one sense marketing is a functional department which manages channels to. Sony has a large and diversified product mix consisting of both products and services. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. Sony playstation is one brand which is using online advertising. What is marketing mix 4 ps of marketing definition of. Marketing mix of sony analyses the brandcompany which covers 4ps product, price, place, promotion.
Marketing mix of the sony corporation marketing essay. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. For place sony can be found in other stores like gamestop or best buy, and a fix locations of its own brick and wall. Thus the marketing mix refers to four broad levels of marketing. Marketing mix is defined by four variables described below. Service marketing mix and their impact on bank marketing performance.
A marketing mix model relates some measure of marketing performance such as sales or market share to variables that describe the brand or products marketing mix. Hence, this concludes the playstation marketing mix. Thus, it is essential to have these products readily available and have the brand name well known. Marketing mix 7p and performance assessment of western.
Sony has succeeded in proving value information to its customers through tutorial, pdf documents download, vide steams and through esupport to the customers who buy sony products. The product is either a tangible good or an intangible service that is seem to meet a specific. A few of the famous slogans which have been used by sony include, enos lives, the ultimate just got power, it only does everything, the game is just the start. Lecturer in marketing department of marketing and communications 2 the boston consulting groups growthshare matrix 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0 10x 4x 2x 1,5x 1x 0,5x 0,4x 0,3x 0,2x 0,1x market. By adding people, physical assets, and process to the marketing mix forming the 7ps, services. Our study of how to set the best prices will take the marketing approach. Sony is one of the leading consumer electronics brands in the world.
Marketing mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i. This marketing plan exercise is focused on determining the marketing objectives, target market and product mix strategies for sony ps2. The cost concept includes not just monetary costs i. Sony product the first market mix element is product. Marketing mix of sony electronics sony marketing scribd. This includes the quality how good it is, branding see units 1618, and reputation the. The marketing mix is generally established as the use and requirement of the 4ps which is describing. Sony marketing mix and marketing strategy notesmatic. In this report we shall be looking to various fields of marketing in relation with sony corporation, it shall inspect topics on situational analysis, swot analysis, competition, product offering, key success factors and critical issues, marketing strategy and mix followed by recommendations. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistake.
Pdf cours complet marketing en pdf telecharger pdf. You can always find them online and on their website. Sonys major competitors market should be evaluated to grant a better product and uphold the position in the market. The sanitation marketing strategy is based on the four ps of marketing, known as the marketing mix. Sony tries to price its product in a very strategic manner.
It is a subsidiary of sony interactive entertainment one of the largest video games company in the world. Pricing as an element of the marketing mix a nytime anything is sold, there must be a price involved. The four components of a marketing mix often called the four ps are. The intention of this research is to study the suitability of those three marketing mix models for digital products in digital space. Marketing mix topic gateway series 3 marketing mix definition and concept marketing is defined as. But, sony also has product distributors and wholesale distributors that help them move their products with ease. Taking advantage of the benefits of digital technology based promotions are all possible for a small businesses but all have costs, initial and ongoing in terms of keeping the technology requirements up to date. To achieve this aim, this plan will encircle the business mission of sony, external marketing audit through analysis of macroeconomic and microeconomic environment and internal marketing audit, and lastly swot.
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