sony spy sunglasses

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A Project by:

Principles of Marketing

Marketing Plan

SONY SPY SUNGLASSES11/16/2010

Omair Mauz Arshad 09-0975

Bilal Ahmad 09-0958

Sufian Nasir 09-0922

Abdul Basit Iqbal 09-0233

Khawar Farooq 09-0226

Danyal Haq 09-0045


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Table of ContentsExecutive Summary .................................................................................................................................. 3

Mission Statement..................................................................................................................................... 4

Company history ....................................................................................................................................... 5

Corporate Vision ....................................................................................................................................... 5

Company Description ............................................................................................................................... 6

Market Overview (reconsider) .................................................................................................................. 7

Marketing Mix .......................................................................................................................................... 8

SWOT Analysis ...................................................................................................................................... 20

PEST Analysis ........................................................................................................................................ 21

External Audit ......................................................................................................................................... 23

Competitors Analysis............................................................................................................................ 23

Sony Spy Sunglasses............................................................................................................................... 26

Introduction............................................................................................................................................. 27

Mission.................................................................................................................................................... 28

Objectives ............................................................................................................................................... 28

Target Market.......................................................................................................................................... 28

Differentiating Factor.............................................................................................................................. 28

SWOT Analysis ...................................................................................................................................... 29

Questionnaire Analysis ........................................................................................................................... 31

Market Analysis ...................................................................................................................................... 42

Marketing Objectives.............................................................................................................................. 46

Marketing Strategy.................................................................................................................................. 47

Marketing Mix ........................................................................................................................................ 48

Budget ..................................................................................................................................................... 58

Measurement & Control ......................................................................................................................... 63

Alternative Plan ...................................................................................................................................... 64

Conclusion .............................................................................................................................................. 65
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Executive Summary


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Mission Statement

Sonys mission is

To become a leading global provider of networked consumer

electronics, entertainment and services.


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Company history

Sony Corporation or commonly referred to as Sony, is a Japanese multinational conglomerate

corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media

corporation and is one of the leading manufacturers of electronics, video, communications, videogame consoles, and information technology products for the consumer and professional

markets.1

Corporate Vision

Across the world, in all the entertainment and communication sectors in which we operate, every

Sony employee is united through a common set of beliefs, ideals and aspirations. This is our

Vision. Sony is a company devoted to the celebration of life.

We create things for every kind of imagination.

Products that stimulate the senses and refresh the spirit.

Ideas that always surprise, and never disappoint.

Innovations that are easy to love, and effortless to use.

Things that is not essential, but hard to live without.

We are not here to be logical. Or predictable.

Were here to pursue infinite possibilities.We allow the brightest minds to interact freely,

so the unexpected can emerge.

We invite new thinking, so even more fantastic ideas can evolve.

Creativity is our essence.

We take chances.

We exceed expectations.

We help dreamers dream.2

1http://en.wikipedia.org/wiki/Sony

2http://www.sony.com.au/article/300251/section/sonycompanyoutline


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Company Description

Many eyes and hands are on Sony -- or, more likely, on its high-profit consumer electronics

products and gaming systems. The company makes a host of other items, including digital and

video cameras, Walkman stereos, and semiconductors. Sony, one of the world's top media

corporations, boasts entertainment assets such as music (Sony Music Entertainment), motion

pictures (Sony Pictures Entertainment and Sony Digital Production), DVDs (Sony Pictures

Home Entertainment), and TV programming (Sony Pictures Television). Under the direction of

Sir Howard Stringer, the firm's first non-Japanese leader, Sony's realigning its business and

shedding some longtime traditions in its effort to right the Sony mother ship. 3

3http://www.dailyfinance.com/company/sony-corporation/sne/nys/company-description

2010 Sales 2010 Sales Growth 2010 Net Income 2010 Emplo

$77,824,600,000 -2.1% $-440,200,000


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Market Overview (reconsider)

Sony Corporation is one of the best-known names in consumer electronics and ranks second

worldwide in electronics behind Matsushita Electric Corporation. Since it was established shortly

after World War II, Sony has introduced a stream of revolutionary products, including thetransistor radio, the Trinitron television, the Betamax VCR, the CD player, the Walkman

portable cassette player, and the PlayStation game console. The company's electronics segment

which includes audio and video products, televisions, personal computers, monitors, computer

peripherals, telecommunications devices, and electronic components (such as semiconductors)

generates about two-thirds of the overall revenues. Sales of game consoles and software account

for about 9 percent of revenues. Another 10 percent of revenues are derived from Sony's music

businesses, which include the Columbia and Epic record labels. About 7 percent of revenues

come from Sony's motion picture and television business, which includes the Columbia TriStar

studio. Sony's other major business segment is insurance, from which about 6 percent of

revenues originate. The electronics appliances industry in Pakistan coupled with International

industry is considered to be one of the largest industrial sectors in Pakistan. Modernization of

this industry, in consonance with the change in life style, massive shift in the industry i.e.

advancement in particular predicts a growing potential for instant solutions in various segments

of the industry. Traditionally in Pakistan and generally all over the world people prefer to use

easy and simple appliances rather than the sophisticated ones and is gaining more currency day

by day which also adds to the advantage of the electronics appliances industry. Common people

especially young generation is inclined to have more advanced devices moving from a black and

white to Sony 3d (Bravia) television sets. Gaming consoles like XBOX 360 and Play station are

now in competition with each other. In addition professional cameras for photographers,

launching cell phones while having a joint venture with Ericsson; known as Sony Ericsson are its

famous products. Moreover the global trend of Research and Development i.e. R&D has made a

huge impact on the performance of a company as they achieve for excellence. Furthermore, the

growing exports volume and demand of these products have a significant upshot on the economy

of a country.


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Marketing Mix


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Product

The first market mix element is Product. Customers always look for new and improved things,

which are why marketers should improve existing products, develop new ones, and discontinue

old ones that are no longer needed or wanted by the customer.

Sony has a variety of products ranging from electronic devices, games and entertainment. So,

briefly Sony products can be categorized in the following

Major product categories:4

i. Television and Projectors.

ii. Home video.

iii. Home Audio.

iv. Home Theatre system.

v. Digital Photography.

vi. Hand cam video camera.

vii. Computer Peripheral.

viii. Portable Audio.

ix. Game.

x. In-Car entertainment.

xi. Mobile phones.

xii. Storage and Recording media.

A. Television and Projectors

Sony has divided this category on the basis of models, style and performance. These are:

i. Bravia LCD TV.

ii. CRT TV.iii. Home theatre projector

iv. Business Projector.

v. Public Display Panel.

4http://www.sony.co.uk/section/all-products


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Sony has tried to fulfill the demand of displaying devices from the home television sets, Office

projectors and Public display panels to cover different needs and the size of the people in need of

those displaying devices.

B. Home Video

The new format of video storage called Blue-ray has been promoted by SONY. Blue-ray is

currently dominating the home video market. Sony has included home video systems and

accessories which can enable the user to record various favorite TV programs. These products

include:

i. Blue-ray disc player.

ii. DVD player.

iii. DVD portable player.

C. Home Audio

Depending on the customer needs, usage and budgets, Sony has provided several home products

ranging from small packages to big audio systems. SONY excels at its Hi-Fi systems and

multiple disc changers along with other additional features such as handling multiple formats,

track programming and repeat and random play. The home audio products categorized by Sony

are:i. Hi-Fi Systems.

ii. Home audio accessories. E.g. Digital media port.

D. Home Theatre System

.Sony has developed a series of Home Theatre Systems that provides customers with an

enhanced home theatre experience, e.g. Surround sound environment and dedicated audio input

for connecting portable digital music players.

In this category, Sony has categorized the products as:i. DVD Home Theatre System

ii. Home Theatre Component System

iii. Home Theatre System Accessories


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E. Digital Photography

In terms of digital photography, Sony has targeted customers depending on the gender and

professions e.g. slim and stylish cameras for girls and DSLR cameras for professionals. Along

with the photo printers and photo frames. The sub-categories in digital photography which Sony

offers include:

i. Digital SLR

ii. Cybershot Digital Camera

iii. Digital Photo Printer

iv. Digital Photo Frame.

F. Handy Cam Video Camera

Sony has produced a variety of video camera for home and office use. These handy cam

video cameras are easy to use as from producing family video, documentary filming. The

subcategories of this hand cam video camera produced by Sony are as follows:

i. Handy cam high definition video Camera

ii. Handy cam Standard Definition Video Camera

G. Computer and Peripherals

Sony has produced a variety of laptops with different price ranges and performance to meet the

demands of the users like home users, students and businessmen.

The sub-categories of these are:

i. VAIO laptops and computers

ii. VAIO accessories

iii. Business Projector

iv. Memory Stick

H. Portable Audio

Sony has produced a lot of various varieties of portable audio whose main target are the youth of

the new generation. The sub-categories of these portable audio produced by Sony are:

i. Walkman mp3 series

ii. CD Walkman series

iii. CD/Radio/Cassette player


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iv. Radio

v. Voice recorder

vi. Audio Accessories

I. Games

Sony has produced Powerful consoles which are accompanied with compelling games for the

customers who are always looking for new and innovative games and are very attached to

console gaming. These games produced by Sony include:

i. Playstation 3

ii. Playstation 2

iii. PSP (Playstation Portable)

J. Mobile Phones

With Sony Ericsson, Sony has produced a variety of mobile phones for different people,

lifestyle, usage, budget and profession.

Among the subcategories are:

i. Phones

ii. Phone Accessories.

K. In-Car Entertainment

Different in-car entertainment products have been produced by Sony. Apart from the normal car

radio and CD changer devices, Sony has produced more entertaining devices to view different

media like video and television. Among the products subcategorized in this category are as

follows:

i. Xplod CD receiver

ii. Xplod in car visual

iii. Xplod Cassette receiver

iv. Xplod Amplifier

v. Xplod Speaker/Subwoofer

L. Storage and Recording Media

Sony has developed a range of reliable storage and recording media that

customers can depend on for recording, transferring or storing their information.


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Promotion

Promotion is a key element of marketing program and is concerned with effectively and

efficiently communicating the decisions of marketing strategy, to favorably influence target

customers perceptions to facilitate exchange between the marketer and the cu stomer that may

satisfy the objective of both customer and the company.

A companys promotional efforts are the only controllable means to create awareness among

publics about itself, the products and services it offers, their features and influence their attitudes

favorably.

Sony has advertised its products through many different ways in media. Through TV we have

seen different advertisements of its products such as Bravia Television or Sony Wega TV. Sony

also advertises its products by targeting those favorable television programs, like sports, series.Sony uses some events to promote its products as well.

Also, Sony has advertised Playstation through English Premier League. Through newspapers like

Times, Sony has advertised a wide range of products it offers to its customers. And also through

posters a message has been sent to lot of people to be aware of the products which Sony offers.

Sony spends millions each financial year on advertising and promotion (Promotional Budget) of

the entire range of consumer electronics. The major elements of promotion mix include

advertising, personal selling, sales promotion, direct marketing, and publicity. Sony Corporation

has used all of these marketing communication mix elements.

Advertising

Advertising is any paid form of non-personal mass communication through various media to

present and promote product, services and ideas etc. by an identified sponsor. So far, Sony has

advertised its products through many different ways and media. Through TV we have seen

different advertisements of its products such as Bravia televisions or Sony Wega TV. Sony hasadvertised its games like Playstation 3, Playstation 2 and PSP using sports like football in

England premier league. Sony has advertised a wide range of products it offers to its customers.

And also through posters a message has been sent to a lot of people to be aware of the products

which Sony offers.


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Sony incorporates co-operative advertising in its advertising process. Sony Corporation provides

the dealers (e.g. Sony World) with the materials and guidelines to develop ads for print,

television or radio commercials. This ensures that message is in line with, what the manufacture

wants to communicate. The company and the dealers usually share the media costs.

Sales Promotion

Sales promotions includes free samples, discount, rebates, coupons, contents and sweepstakes,

premiums, scratch cards, exchange offers, early bird prizes, etc.

Sony has promoted its products through different sales promotional strategies. For example after

the release of the Sony BRAVIA television sets, Sony promoted them by early bird prizes by

saying that all BRAVIA full HD LCD TVs purchased during July 2008 and registered within

two weeks of purchase qualify for a Bonus Playstation 3 as long as the customer claims is one of

the first 35,000 received and validated by Sony. Also Sony has promoted its Sony Ericsson P1i

phones by including scratch cards which gives the customer the offer to download 10 free

software applications for that mobile phone. Sony Ericsson has also promoted its Sony Ericsson

K550i Mid-Range Cyber-shot Phone that if you buy it you get a free Bluetooth headset with one

year manufacturers warranty.

Public Relations and Publicity

Public relations is a broad set of communication activities employed to create and maintain

favorable relationship with employees, shareholders, suppliers, media, educators, potential

investors, financial institutions, government agencies and officials and society in general.

Through its website, Sony Corporation has provided contacts for those customers who will be in

need of any information from the company. In this way Sony can create a mutual relationship

with its customers and ensure that it serves the wishes and demands of its customers.

Unpleasant situations arising as a result of negative events may precipitate unfavorable publicreactions for an organization. To minimize the negative effect of such situations leading to

unfavorable coverage, the company has policies and procedures in place to manage help any

such public relation problems. 5

5http://nok-promotionstrategy.blogspot.com/


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For example, Sony released an ad depicting a man smiling towards the camera and wearing on

his head a crown of thorns with button symbols (, O, X, ). At the bottom, the copy read as

"Ten Years of Passion". This supposedly took advantage of the publicity from the Mel Gibson

film The Passion of the Christ. The advertisement outraged the Vatican as well as many local

Catholics, prompting comments such as "Sony went too far" and "Vatican ex-communicates

Sony". After the incident, the campaign was quickly discontinued.6

Another example is that, In July 2006, Sony released a Dutch advertising campaign featuring a

white model dressed entirely in white and a black model garbed in black. The first ad featured

the white model clutching the face of the black model. The words "White is coming" headlined

one of the ads. The ad has been viewed as racist by critics. A Sony spokesperson responded that

the ad does not have a racist message, saying that it was only trying to depict the contrast

between the black PSP model and the new ceramic white PSP. Other pictures of the ad campaign

include the black model overpowering the white model. So its the duty of the public relation

department of Sony to solve such issues as mentioned above so as to ensure that it maintains a

good public relation with the public.7

6http://www.sony.co.th/section/events

7 http://www.sony.co.th/section/promotions
http://www.sony.co.th/section/promotionshttp://www.sony.co.th/section/events


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Place (Distribution)

Decisions with respect to distribution channel focus on making the product available in adequate

quantities at places where customers are normally expected to shop for them to satisfy their

needs. Depending on the nature of the product, marketing management decides to put into place

an exclusive, selective or intensive network of distribution, while selecting the appropriate

dealers or wholesalers.

Sony being the company which positions itself as a seller of durable and high-end products, it is

practicing selective distribution of its products from the selective dealers i.e. SONY World.

Apart from this there are grey-markets in Pakistan and other countries where a practice of

intensive market coverage is practiced, and the products in these kind of markets normally do not

posses all the features and benefits which Sony offers e.g. warranty and guarantee.

Sony distributes its products in various channels. It uses Zero-level channel, one level channel

and two-level channel. In Pakistan, Sony has used the method of one-level distribution channel.

This means that, customers buy their Sony product from the retailers recognized by Sony, and

these retailers buy the products directly from the company itself.

Through the internet, Sony has helped its customers to find the nearest retail shop where they can

buy the Sony products. All you have to do is to go to their website e.g. http://www.sony-

mea.com/section/shop and specify the product and location. Then it will display all the nearest

retail shop available.


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Pricing Strategy

Pricing decisions are almost always made in consultation with marketing management. Price is

the only marketing mix variable that can be altered quickly. Price variables such as dealer price,

retail price, discounts, allowances, credit terms etc. influence the development of marketing

strategy, as price is a major factor that influences the assessment of value obtained by customers.

Customers directly relate price to quality, particularly in case of products that are ego intensive

of technology based. Sony being a company which emphasizes product quality, it tends to sell its

products with price range from moderately-high to high-prices, depending on the use and the

targeted customers.

For example, lets consider Sony series of VAIO laptops. Sony has tried to categorize the laptops

according to style, user, purpose, mobility and performance, and each a corresponding price. The

laptops sold by Sony include a series of Sony VAIO; these are VAIO SR, VAIO FW, VAIO

tokage, VAIO CR, VAIO NR, VAIO TZ and VAIO SZ.

VAIO SR, boast on the excellence in mobility and perfection in performance. This laptop was

designed for businessmen and its price is around Rs. 75,000/-

VAIO FW, boast of theatrical experience and world class performance. This model was

designed mainly for home user or casual user of laptops who aims on media playback. The price

of it is around Rs. 80,000 and Rs.1, 25,000.

VAIO CR, boast on style and texture.

Depending on the configuration, the

prices are from Rs. 40,000 to Rs. 65,000.

VAIO NR, boast of natural, chic design.

It was designed to meet customersambiance and lifestyle. For this reason the

Sony Corporation has decided the price of

the laptop to be Rs. 40,000 and Rs. 50,000 depending on the configuration.


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VAIO TZ, boast of elite lifestyle, and high class performance. The laptop was designed

purposely for business as it is light weight, high processing speed, and flash memory storage and

longer backup power. For all this facts Sony has priced it to be between Rs. 1, 15,000 and Rs. 1,

40,000.

VAIO SZ, boast of premier mobility and executive excellence. This laptop was developed by

Sony to target executives and business people who are mobile. The laptop is fitted with hybrid

hard disk drive and motion eye camera and Bluetooth compatible headset with applications for

increasing mobility and video conferencing. Its price is about Rs. 1, 24,000.8

8http://www.shophive.com/shophive/Laptops-c-263&brand_id=Sony.pakistan.html


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SWOT Analysis

Strengths:

1) SONY has been able to produce a worldwide reputation by introducing innovative new

company products.

2) Strength of the company is that it has learnt from its mistakes and that has resulted in

improving quality of the products and gaining customer trust.

Weaknesses:

1) Some of the products are not doing as well as the company originally planned.

2) Also, the productivity has decreased because of lack of co-ordination.

Opportunities:

1) Originality is the key to SONYs reputation.

2) The type of reputation comes in handy when a new product is launch.

3) Also, the marketing department has increased advertising techniques in order to attract

new customers.

Threats:

1) SONYs reputation is decreased as many of its products are forged.

2) SONY lacks direction of strategy.

3) SONYs competitors are attracting various market groups resulting in achieving SONYs

consumers.


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PEST Analysis9

Political factors

Political factors for Sony Corporation can be changed at any time. The Government holds the

power to change any policies and regulations which may affect Sony at the time. The major

factors which should have an effect on SONY are recession, tax laws and trading restrictions. A

government is responsible for all these and taxes and policies can change any time. SONY has to

be prepared at all times to face such laws because these laws will also be implemented on

competitors, so a better company would be the one who tackles it first and efficiently.

Economical Factors

Currently the state of our economy is not in a good position. From all the historic recessions, weare currently reported to be in the worst one. The economic growth has shrunk which means that

the growth of the economy is negative. Economically, due to this many changes have occurred

such as the interest and exchanges rates. Exchange rates may decrease, however steadily. Sony

must be aware of any trading restrictions the Government has made. Since Sony is an

international company the exchange rates can be different to whichever country they trade with.

If the exchange rates in different countries have changed, Sony would need to work out what

prices are their products being sold at and whether it would be worth it.

Social Factors

Socially, Sony Corporation would be predicted to do well. The company has already gained a lot

of reputation because of the quality products and services they provide. Technology has been

improved by a mass majority. Sony may even have new competitors which may impact on them.

Sony must ensure that they stay ahead of technology. They must be able to create revolutionary

equipment for people because thats what their company would rely on to stay alive. Companies

such as Microsoft and Apple would also do the same. People have trends which Sony must learn

so that they may create products which can relate towards them. For example, many young

adults tend to listen to music; therefore Sony would create products which may allow people to

listen to music anywhere at any time. People will have different tastes of style, trends, activities

9http://www.quickmba.com/strategy/pest/


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etc. Sony must also improve their work of ideas so that they can still please their customers and

that they have adapted with the ageing of the company.

Technological Factors

Technological factors for Sony Corporation are very important to study. Sony Corporation

works around the use of technology every day. It depends on technology so that it may provide

efficient productivity of work internationally. Sony would use upgraded and new technology to

increase its productivity level and to stay ahead of its competitors. Sony would need to use new

technology to conduct its research and development which would help the business create new

products using customer information and also by conducting market research.


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External Audit

Competitors Analysis

Samsung Product

Precisely the product categories of SAMSUNG Company are:

Television and Projectors:

Variety of LCD and LED are in market. Samsung is also working in 3D television.

Home Theatre system:

Samsung is providing different categories of Home theatre system. They have low, middle aswell as high quality of Home theatre system.

Digital Photography:

Now Samsung is designing new cameras in different styles with variety of megapixels ranges

from 7 Megapixels to High definition like 1080i, 720p, 1080p videos recording capability.

Computer Peripheral:

There are some products of Samsung in market like wireless mouse and wireless keyboard which

provides more and more portability.

Portable Audio:

Different Headphones and small speakers are there in the market by SAMSUNG.

Mobile phones:

Samsung has made a very good market stand in Mobile phones. They are focusing on marketingdifferentiation in a very good manner.

Laptops:

Market stand in laptops is not good due to very less types of laptops. Laptops prices are not

much low as well as they are providing very less style of laptops.


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Samsung Price

Pricing of Samsung is for upper class people as well as lower class. But quality changes when

Samsung launches a new product which is for low class people but in high class products,

Samsung is proving some extra-ordinary products.

In laptops price range is from rupees 50,000- 1, 20,000.

In mobiles prices range is from rupees 2200 61,500.

In Home theater system 60, 000 200,000 is the price range.

In peripheral devices and portable audio price is less than rupees 7000.

In LCD, LED and 3D Plasmas price range is from 12,000 230, 00.

Samsung Promotion

Samsung is promoting their products via TV commercials, magazines. They are also promotingtheir company through different sports like Samsung has sponsored the football team of British

premier league (Chelsea).

Samsung Place

Samsung has hired a lot of distributors and they are providing their products almost everywhere

in the whole world. But in markets, costumers find the Samsung products in good and big stores

as well as middle class store e.g. (Samsung cheap mobiles in small stores).

Panasonic

Panasonic Product

This is an object or service that a company produces or manufactures particularly on large scale

with precise amounts. A company should have a large collection of products that it sells to the

market. The products cater for different tastes of consumers. In relation to the marketing

implication that is being witnessed due to technological products and buying, PanasonicCompany is coming up with high quality technological products that can be premium priced.

The characteristics the companys products are well defined to meet the needs of the consumers;

the company aims at providing all suitable and good quality technological products to the

consumers. Panasonic Company deals with a variety of electrical products ranging from home


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hi-fi systems to broadcasting equipments. The product of the company are said to be unique as

compared to of that of its competitors.

Panasonic Place

This stands for, location where the products from a company are found and purchased. This in

many cases refers to distribution channels of the company which can be physical stores. In order

to make a product to more inclusive Panasonic Company has tried to enhance its distribution

production through creating best distributional channels that have resulted to increase in profit

levels of the company. The activities integrated in distribution by the company range from

storage, ordering, shipping, promotion, displaying, feedback and selling. The company has also

tried to locate its products at a central place, so that customers can easily access the product. It is

common knowledge that if costumers cannot access the products they wont be able to buy them.

Panasonic Promotion

Promotion includes all communications that a company uses in marketing its products. We have

four different elements in promotion; this includes advertising, point of sale, word of mouth and

public relations if a company incorporates all the four elements then a certain level of crossover

do occur. The company has sponsorship deals, a strong advertisement strategy that it carries on.

Panasonic Company has greatly used this marketing mix to its full advantage. It has incorporated

all the four aspects of promotion which as seen the company capture and retain a big share of the

market. Panasonic Company remembers that promotions are supposed to be in collaboration with

other parts of the company. Panasonic Company makes sure that they sell exactly what the

production team can deliver.

Panasonic Price

Prices are different for different products but their target market is lower class people. They aretargeting the lower class people with a great quality product.


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Sony Spy Sunglasses


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Introduction

SONY spy Sunglasses Stylish, stealthy and equipped with the latest SONY CMOS ClearVid

sensor which allows you to take pictures in HD quality. Type of sunglasses which allow you to

take pictures in a way you never imagined, discretely. There will be so many times in your lifewhen you wanted to take pictures but you couldnt only because of the fact that you didnt have a

camera or its battery died. Imagine that you are a youngster and as any young lad, you are an

adrenaline enthusiast, you do crazy stuff but cant record it to show it to your friends later on.

The solution to your problem is SONY Spy Sunglasses. Now imagine you are tourist, you are

visiting a very exotic place with natural beauty and breathe taking view, you want to capture

these moments and show everybody how you see the world but unfortunately you cant because

your battery is dead. The solution to your problem is SONY Spy Sunglasses. Now imagine spy

or an army official serving your country, you are on a mission and like every mission, this needs

to have a video proof but your recording device is so big and visible that you cant move

discretely. The problem to your solution is SONY Spy Sunglasses, a merge of military glasses

and recording devices. A merge of two distinct things which nobody thought could actually be

joined. SONY presents SONY Spy Sunglasses which is a blend of both style and high

technology in your hands by your highly trusted SONY. Do you want record what are you doing

in your ordinary life and upload on YouTube show them to others? Now, anytime! Anywhere!

You will not miss any action video as you want recording.. These sunglasses have built-in 2 GB

memory inside, with built-in rechargeable battery so there's no long cord for you to hide. So it is

very convenient to operate and save more video files for us. And only two keys control very easy

to use. Also the camera can stamp with real time during recording. And what more could be

these amazing Sunglasses have? They have built in headphones making it an mp3 player too. So,

now you can listen to your favorite songs, record videos and take pictures.


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Mission

To create a brand that willhelp SONYs objective of creating a bridge between advanced

technology and common household

Objectives

To ca ture a icture without anybody noticing.

To make eo le see the world as you see it.

To hel the goal of SONY to hel the army in giving them any technical advantage.

To hel res onsible citizens re ort any kind of illegal activity going on in their

neighborhood

To hel consumers use s y sunglasses in such laces where a camera or any other device

cant be used. E.g. skiing, extreme sports.

Target Market

After carefully thinking and extensive research, SONY has decided to market the 3 segments of

the otential market. These three include the youth, tourists and army. These distinctive grou s

are chosen because of the fact that our roduct is very versatile and can have do major businessin these segments s ecifically.

Differentiating Factor

The roduct itself is very unique and offers a totally new ex erience to its user. The glasses are

not only stylish but also allow user to feel the adrenaline rush like that of a s y agent.


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SWOT Analysis

Strengths

No Competitor

Having no competitor for our product is the biggest strength of our product. Since, no

company is launching this kind of technology, this gives our product a special edge

which will result in grabbing the market share to maximum.

Unique

Because of the uniqueness of the product, many people will be attracted to the product

just to try it. This means that the product will have a special kind of attention in the

market.

Weaknesses

Breakable

Just like any sunglasses, this product is easy to use but also like ordinary glasses, these

could break easily. This could raise a question from the customers as we all know that

SONY promises its customers very strong and long lasting products.

Small and Stiff Buttons

Also, buttons which are used to turn the camera on and take pictures are small and stiff

due to which customers can face difficulty.

Opportunities

SPY GEAR

Also, if this product is a success in the market, there is a potential that SONY launches a

very series of SPY GEAR, which will not also attract old customers of the product but

also attract new customers. A whole line of SPY products could mean a lot of market

share for SONY in the technology.


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Security products

Also, launching of the SPY GEAR series will announce the arrival of the corporation in

the security business as reputation of spy sunglasses and SPY GEAR series will give

customers confidence boost in SONY and they will try SONY security products like

security cameras, vaults and other security items.

Joint Venture

SONY could always make a deal with a glasses making company like Ray-Ban or Oakley

to support its product not only in the market but also add new designs and style to the

product.

Threats

Competitors

No wonder how clever your product is or how early you launch it in the market, there is

always a threat from competitors which may launch same or a better product than your

one which could take away your market

Forging/Duplicate

Like many of SONYs products, this product also faces a threat of forging in third world

countries. Local companies could always copy the concept, design of this product like

previous products. This could cause damage to SONYs reputation and also forged

products would also decrease market attraction to the new product.

Ethic Issues

The concept of Spy Sunglasses is to take pictures or make videos on the go and

discretely. This is where a great threat lies. Any digital product could be used in a bad

manner by bad people of the society. Since our product lets you do stuff discretely, there

is always a threat of its use by stalkers and other bad people of the society for different

purposes. SONY must realize how great of a threat this is and more productive steps by

the marketing department should be taken to advertise this product to targeted market.


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Questionnaire Analysis

To analyze the response among the youngsters about the upcoming product, the SONY team

made a research questionnaire and asked the age group of 16-21 to fill it to check the response

the from them. The questionnaire analysis shown in from of pie charts below has been divided

into two types. This segmentation is based on Gender. The SONY team analyzed how boys &

girls respond to the product. And surprisingly girls have shown interest in the product which

SONY team was not expecting. This questionnaire analysis has shown us that our market lies

both in males and females. Out of all the people questioned 60% of them were male and 40%

female. Thus, a greater marketing campaign will be needed to show attract both form of the

gender to wear those glasses. Below are the questionnaire which was surveyed and then the

analysis of the responses by Females and then Males.


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Questionnaire

Gender: a. Female b. Male

Age Group: a. 16-21 b. 22-29 c. 30-39 d. 40-54 e. 55 and overQ1. Have you ever spied on anyone?

a. Yes b. NoQ1. (a) If yes, have you ever recorded/captured anything for a proof?

a. Yes b. No Q1. (b)If no, is it because you didnt have the anything to record at that time?

a. Yes b. No c. Low Battery of device d. Afraid of being caught

Q2. How do you capture lifes precious moments?

a. Digital Camera b. Mobile c. Both A & B d. Others

Q3. Does your camera/mobile eats up battery rapidly?

a. Yes b. No

Q4. Would you like a product that allows you to record/capture anything on the go?

a. Yes b. No

Q5. Do you have any SONY product in your house?

a. Yes b. No

Q6. Do you know about the ClearVid CMOS sensor by SONY in HD technology?

a. Yes b. No

Q7. Have you ever heard about spy sunglasses?

a. Yes b. No c. Only in movies

Q8. What would your response be to SONY Spy Sunglasses which lets you record and takeimages in HD quality without being noticed at a very reasonable price?

a. I would love it b. Not interested c. Only if the price is right

Q9. What do you think the price should be of these sunglasses?

a. 3500

Q10. Wheredo you thinkthe glasses should be available?

a. SONY outlets only b. In any camera shop c. Both A & B

Q11.Would you want different styles in the glasses?

a. Yes b. No


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Survey Analysis (16-21 Female)

Q1. Have you ever spied on anyone?

55

45

Yes

No

Q1. (a) If yes, have you ever recorded/captured anything for a proof?

5050

Yes

No

Q1. (b)If no, is it because you didnt have the anything to record at that time?


25

0

50

25A

B

C

D



35

13

520

A

B

C

D


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5050

Yes

No


83

17 Yes

No


91

9

Yes

No


75

25

Yes

No


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25

1658

Yes

No

Movies

Q7. What would your response be to SONY Spy Sunglasses which lets you record and take

images in HD quality without being noticed at a very reasonable price?


53

10

37A

B

C


a. 3500

2020

30

30A

B

C

D


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65

7

28

A

B

C


70

30

Yes

No


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Survey Analysis (16-21 Male)

Q1. Have you ever spied on anyone?

47

53

Yes

No

Q1. (a) If yes, have you ever recorded/captured anything for a proof?

55

45Yes

No

Q1. (b)If no, is it because you didnt have the anything to record at that time?


75

0 25

0 A

B

C

D



26

31

3110

A

B

C

D


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53

47Yes

No


85

15Yes

No


90

10

Yes

No


74

26

Yes

No


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21

36

42 Yes

No

Movies

Q7. What would your response be to SONY Spy Sunglasses which lets you record and take

images in HD quality without being noticed at a very reasonable price?


52

21

26 A

B

C


a. 3500

28

28

0 42A

B

C

D


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14 28

42

A

B

C


80

20

Yes

No


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Conclusion

From the survey concluded it is clear that girls showed more interest in the product as compared

to the boys even though interest rate in both the cases was very high. From the answers given in

Question no. 7 which was about our product, 21% of the male respondents said they were not

interested, 26% said they would try them only if the price was right and 52% said they would

love to buy them. On the other hand, only 10% of the female respondents said they were not

interested, 42% percent said that they would buy them if price was right and 58% said that they

would love to buy them.

These statistics were very amazing for SONY itself as women were not primarily a focus of the

marketing group of SONY Spy Sunglasses but since they have shown interest, the marketing

team will consider targeting the females as well.

The people who said that they would not be interested in the product were mostly showing their

doubts in the product as they thought the product could be used negatively and they would not

buy such products which could harm their or somebody elses privacy.


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Market Analysis

Selection of Market

Selection of market is tough these days because of the fact that everybody is adapting to

technology and more or less everybody knows something about a particular product. Customersare becoming clever in choosing the products and now are in the driving seat as far as products

future is concerned. As customers are becoming clever and more frequent users of high tech

gadgets, companies have to devise a scheme such that not only it caters to the customers needs

but also achieve companys goals and objectives. The marketing department of SONY has

observed very keenly the results of the research conducted about the product and have targeted

those segments which not only would directly raise the sales chart but also bring more

improvement to the product by suggesting more.

Market Targeting/Segmentation10

The marketing department of SONY has divided the market into several major segments. These

segments are divided on the basis ofage, gender and profession. This type of segmentation was

done because our product is very versatile and we think that it can cater to the needs of different

people belonging to the different profession and different age group. The segmentation done by

SONY group is mentioned below; all of these will be further explained:

1. Age Groups

a) Youngsters (16-25)

b) Mature (25-35)

c) Family people (36-50)

d) Senior years and Retired (51 onwards)

2. Gender

a) Male

b) Female

3. Profession

a) Military

b) Business

c) Travelers

10

http://www.netmba.com/marketing/market/segmentation/


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d) Extreme Sports

e) Others

Now we will discuss each segment and sub segment in detail:

Age Groups

This is a major segment as experience of the customers really matters when a product is being

considered to be bought by someone and we all know that with age comes great experience.

Different age groups that we divided our market into were based on the fact that not everybody

would be a fan of our product because a family guy may not need our product, so there is no use

marketing these glasses to him. Lets see in detail how much each sub segment caters to

companys goal of achieving customer respect.

a) Youngsters: This age group comprises of the people lying in the age between 16 and 25.

This segment is of prime focus in our marketing campaign and contains a major profit in

it as we speak. Whenever a new tech gadget is launched, its primary focus is always the

youngsters; this age group is already a major part of many SONYs products like SONY

walkman and Play Station gaming consoles. Just like these products, SONY Spy

Sunglasses will also focus on this age group and we will definitely try to attract them

towards our product. Just like our research questionnaire- which targeted this age group,

our advertising campaign will also focus on this age group.

b) Mature: This age group contains the people between 26 and 35. This age group is

considered slightly as matured to our youngster group as these people mostly have jobs

and are working almost every day round the clock which makes them highly unlikely to

be attracted to the product because there is much less fun activity in this specific age

group which is opposite to our products motto i.e. To have fun and share your world

with others.

c) Family People: This segment consists of those people who have got married and now

bear the responsibilities of a parent. Their age graph lies from 36 years to 50. They may

feel young but they are not, as far as this product is concerned. Having kids, looking after

them and raising them in right kind of environment, this de-motivates the purpose of our

product which is to do wild and crazy stuff which you are not able to do in front of your

kids as you may feel like a responsible parent.


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d) Senior Years and Retired: This age group is also not a focus of our marketing

campaign. This is a group which is highly unlikely to understand the technicality of a

particular product, let alone using it for the purpose of fun and other stuff. This age group

is the most unlikely group to be targeted by us.

Gender

No matter where you go, whenever there is a argument about technology there is always an

argument of gender. No matter how much people try to avoid these arguments, there is always a

clash on how much the opposite gender understands the use of the product. So, in order to

understand the true market of our product, we present to you the gender sub segments:

a. Male: This a sub segment which is mostly targeted by the tech companies

because if someone is crazy about a gaming console, that is a male. If someone is

crazy about the cars, mobiles or any other tech gadget, its the male. Focusing on

our product and mainly on its use, one must say that the true potential of the

market lies in this segment. That is why we have tried to focus on this group and

our campaign will be addressing this segment directly.

b. Female: This segment has not been a favorite when it comes to marketing tech

gadgets. Mostly companies do not target them as there is not much market of their

products in the women but that trend is changing now. Women are not only

becoming more technology awaked but also are becoming new customers to

many tech gadgets. This has put marketers in a position in which they are

compelled to pull out a strategy which not only caters to men but also women,

they are also using women in their adverts. This segment is also a major concern

when it comes to our product, our research has shown that women are more

interested than men and we do have many potential customers in this segment.

That is why we have decided to target this segment in our campaign and we are

expecting this segment to do well for our product.

Profession

People have different jobs in the world. Different jobs require different skills and different things

to work with. The team behind SONY SPY Sunglasses thinks that our product can cater to the

needs of few professional groups as well. We will discuss some of them and acknowledge which

groups could be our potential market.


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a. Military: The men who serve a country. Our team has observed one thing about

military personnel; wherever they go they all have some things with them all the

time. These include their uniform, a gun, a backpack and a pair of sunglasses.

This is an opportunity that our team has observed and thinks that it is very

plausible. Whenever an army team is assembled for a covert mission, anything

could be expected from the opposite side that is why every covert operation needs

to be recorded for the proof if anything extra ordinary is observed. Here lies a

problem, the recording device the personnel have with them needs to be hand

operated and they could lose concentration on the matter in hands while operating

the device. That is why our team thinks our product comes in handy. Once the

recording mode is on, whatever they see would be recorded and used for future

reference. Our team has a very unique way to target this product to the army or

military personnel whom we will discussed in the marketing strategy chapter.

b. Business: Business related people are the people who are always on the phone

talking and doing stuff. They are never free; they dont have any time for fun stuff

or vacation or anything else. They are so lost in their work that they forget what

life is and they care less to enjoy it. Our product is for those who enjoy their work

along with their lives. This segment and our product are not even distinctly

related. There is no market for our product in this segment and our team will not

focus this group in our campaign.

c. Travelers: This segment is the one which enjoys its life and also works with it

too. These are the people who love to have fun. This segment is perfect for our

product as far as the chemistry between the product and segment goes. Because of

that chemistry this group has also become a part of our campaign. We think that

this product is perfect when someone talks about sharing their experience with the

world. This product is perfect for travelers who stay connected with their family

and friends through social networking or any other online services.

d. Extreme Sports: Have you ever jumped 25 feet in the air with no protection but a

helmet and hard turf. Extreme sports like skateboarding, bike stunts, dirt bike

stunts and other gravity defying sports are very popular among people these days.


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In these sports we always record reaction from fans after watching a death

defying act but we can never experience what the stuntman had experienced while

the act. So, to record the expressions and the view when a stuntman is so high in

the air, we present SONY Spy Sunglasses. This is a very special segment because

this one product can single-handedly change these sports. This segment is one of

our main focuses in the campaign as this segment can advertise out product like

no other.

e. Others: Other professions include middle class people working in govt. offices

and private firms. These people can be our customers and are welcomed to buy

our product but they wont be main focus of our campaign.

Conclusion

For any product to be successful, its developers must know what problem is it solving and who

might use it. If the developers dont know the market of the product there might be no use of the

product. For this purpose we have chosen different segments which may be able to consume our

product or possibly change its future. These groups are very different from each other, but our

product is suitable to serve each segment and the developers of this product are really hoping that

these segments may inspire other segments and they might be helpful in expanding our products

span.

Marketing Objectives

1. To have a major percentage in the market share.

2. To regain customers belief in the company.

3. Make a step towards making SONY a national brand by collaborating with the army.

4. Keep providing people with on the go technology.


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Marketing Strategy


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Marketing Mix

Product

Features

Storage: 2GB Internal Storage

Video Storage: 100 Minutes/2GB

Audio Storage: 64 Hours in MP3 Format/2GB

Photo Storage: 35,000 Photos/2GB

Battery Life: 2.5 Hours for Video; 10 Hours for Camera; 5 Hours for Audio

Battery: 280mAh/3.7V

Earphone Output: 5mw+5mw

Camera: 5 12 MP CMOS

Video Resolution: 640x480 VGA - 1600x1200 UGA

Multimedia Format: MP3, WMA, AMR, WAV

Night Vision: Varies with types

Heat Vision: Varies with types

Logo

Following is the logo for the SONY spy sunglasses:

Not only is the logo stylish but also completely defines what product the logo is

representing.


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Packaging:

The packaging of the product

includes:

Black Carrying CaseGlass Cloth

Power Adapter

USB Cable

CD Driver

Users Manual

Tagline

The tagline that SONY has devised for the product is Creativity Redefined. Creativity

redefined is not just a pair of words; its a phenomenon which not only defines this

product but also the SONY Corporation. Creativity redefined will unite our

communication efforts and provide a single face to convey a role of SONY to the world.

This will reignite the brand and inspire people about the magic of SONY. Creativity

stands for the spirit of our brand, it stands for the power of our creativity, our ability to

turn ideas into reality and belief that anything we can imagine, we can make real.

Sizes

There will be four type of glasses launched in the market and different ad campaigns will

focus on each glasses. The basic purpose of all the glasses will be same but each type has

its own specialty or an added feature which other glasses lack. This will make a very

positive impact as each customer will feel special with each type they will buy: The four

types are:


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1. Average Joe:

These glasses are made for an average citizen, these glasses are cheap and serve the

middle class of the society, and those who cant buy very expensive ones or does not

need high spec glasses can enjoy these extraordinarily average glasses. The specs for

these glasses are mentioned below while the rest of the specs may change:

Storage: 2GB Internal Storage

Battery: 280mAh/3.7V


Camera: 3.2 MP CMOS

Video Resolutions: 640x480 VGA

Night Vision: Not Available

Heat Vision: Not Available

2. Skater Sam:

These glasses are specially designed for those who love extreme sports, either spectator

or a player. These glasses are specially designed to record a high resolution and fast

video. They have special night vision mode which can be set from touch of a button to

record anything at night. The camera quality is also enhanced. The unique specs are:

Storage: 4 GB Internal Storage

Battery: 3.3v 750mAh


Camera: 8 MP CMOS

Video Resolutions: 1280-1024 SGA

Night Vision: Not AvailableHeat Vision: Not Available


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3. Adventurous Abbey:

These glasses are specially designed for those who are out going and love to do

adventurous stuff like hiking, mountain climbing, skiing and other stuff. These glassesalso have some unique characteristics in them which enable the user to use them quite

efficiently. The specs are:




Camera: 8 MP CMOS

Video Resolutions: 1280x1024 SGA

Night Vision: Available

Heat Vision: Not Available

4. The Bulldozer:

These are the heavy duty sunglasses which SONY will be offering to military and are

specially designed for them only but they will be available on regular stores too. These

glasses have everything, from high storage capacity to high resolution video rate, From

12 MP cameras to Night and Heat visions. This is the daddy of all Spy Sunglasses, as

they are specially designed to survive the tough surfaces and they are equipped with a

very powerful battery.




Camera: 12 MP CMOS

Video Resolutions: 1600-1200 UGA

Night Vision: Available

Heat Vision: Available


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SONY CMOS ClearVid sensor

Since bringing the world's first CCD video camera to market, Sony has continued to develop and

introduce new digital imaging products, including Handycam and Cyber-shot. It has accumulated

extensive experience and a range of technologies to achieve high picture quality, which it has

applied to the development of CMOS sensor technology and CMOS sensor camera systems. One

of the successes to emerge from this work is the CMOS sensor that was used in the DCR-

PC1000, launched in 2004 as the world's first consumer digital video camera featuring three

CMOS sensors. In 2005 Sony's CMOS sensor was also used as the image sensor in the HDR-

HC1 Digital HD "Handycam". The superb images produced by these cameras are proof that

despite its compact size, Sony's CMOS sensor yields excellent imaging performance. CMOS

sensors made compact HD video cameras a reality.

Over the last few years there have beendramatic improvements in the image quality achievable with CMOS sensors, and today they are

used in television cameras and professional SLR digital cameras.

After using this advanced technology in technologies like Handycams and digital SLR cameras,

SONY now brings you the CMOS ClearVid sensor to Spy Sunglasses


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Price

When it came to pricing strategy, our team had two options, either to use market skimming strategy or

market penetration strategy. After careful thinking w gave chosen Market Penetration Strategy. We have

chosen this because of the fact that we do not have any competitor in the market and this is a uniqueproduct. Now, attracting customers to buy a new product is as hard to make them change loyalty. So,

initially prices will be a little less so that potential customers are financially convinced to buy the product.

Once we have penetrated into the market & gained some market share then we intend to increase our

products price. The Price table is given below:

Product Type Price

Average Joe Rs. 5000

Discount rate for first 50 pieces: Rs. 3500

Skater Sam Rs. 10,000

Discount rate for first 50 pieces: Rs. 7500

Adventurous Abbey Rs. 12,000

Discount Rate for first 50 pieces: Rs. 9000

The Bulldozer Rs. 20,000

Only on Special Order


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Place

According to the survey done by our team, we asked many people where they would go to buy

this product. They were given options to choose between SONY outlets, any tech store or both.

Many people said that the product should be available at both place as SONY outlets are can be

far from their houses.

The distribution plan is simple. After making the product in the industry and its packaging the

distributors will take the product to different areas, specifically to the SONY outlets and

authorized retailer stores i.e. SONY world. There retailers will be able to sell this product. This

will help keep the track of the sales and will help SONY to understand the

Through the internet, Sony has helped its customers to find the nearest retail shop where they can

buy the Sony products. This product will also be available online and all you have to do is to go

to their website i.e. http://www.sony-mea.com/section/shop and specify the product and

location. The product will be hand delivered by an official SONY member while the payment

could be done with both online system or at the time of delivery.

The Bulldozer Sunglasses which is the fourth product in this line will not be available at stores

but it will be made only on special order. As the cost price of these glasses is very high, SONY

does not want such expensive product to rot in the stores if nobody buys it. SONY outlets andauthorized retailers will be able to take the order and hen request the company to make them.

You can also order these online.


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Promotion

Promotional strategy is the most vital strategy for launching our product into the market. It is

easy for us as no company has yet launched Spy Sunglasses and we can easily occupy

customers acceptance because they are more attracted towards branded products.

As far as our product is concerned, we proudly state to our consumers that up till now it is the

first time that such a gadget is introduced which is not only user friendly but also very stylish and

people will not only buy it for the technology but also style.

Promotion Strategies

We have used pull selling strategy for the promotion of our product that requires high

spending on advertising and consumer promotion to build up consumer demand for a product.

We have decided to use the following strategies:

Print Media

We have decided to use print media for the promotion pf our product in which we will advertise

our product. Before the launch of our product, the print ad is only a teaser ad and is basically a

hype generating technique. It will be published in leading newspapers where an avatar

representing our target market will be mentioned and a small catchy phrase will be written everyday. Each avatar will have its own catchy phrase, which should be able to gain attention of the

target market. No clue, what so ever about the actual product will be given?

But after the launch of the product, SONY will adopt an aggressive policy where mass

advertising will be done to send the message across in a bold manner. Different ads will be

printed in the newspapers with information about SONY Spy Sunglasses the purpose is to

register the word Spy Sunglasses and the logo SONY in the peoples mind so that when the

product is advertised fully they can communicate instantly.

Electronic Media

We have decided to use electronic media for the promotion for our product in which we use

different commercials to advertise our product. And the same strategy for the advertisements will


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be followed as for the print media. We will use local television media, local FM radio stations

and have made a web site that contains all the necessary details about our product.

The SONY Global website (www.sony .net) will be updated and a new segment of Spy

Sunglasses will be added, where the idea behind the concept will be added and the tag-line ofSpy sunglasses will be highlighted i.e. Creativity Redefined. Also a link to the website of SPY

sunglasses will be given.

Sony team has come up with a separate website for the product which means that SONY has

considered the product very valuable and this product might produce a total different future for

SONY.

Word of mouth

It is a very effective strategy in which we plan to use word of mouth to introduce our product and

the benefits of using our product to the target consumers so that they might be clear about the

product.

Posters

Posters containing product slogan, product logo, company name and the slogan will be printed

with visuals showing our product.

Posters containing pictures of our product and with similar themes as the print and media ads

will be pasted in shops around tech stores, skateboard arenas and convenience stores will all

carry posters of our new product to grab attention and create awareness among potential

customers.

Banners and Booths

Banners will be placed at traffic stops in different cities announcing the arrival of SONY Spy

Sunglasses by SONY for the first time. Billboard will also be used for the news of the arrival of

the product.

Stalls in Super markets will be placed and special gift hampers will be given along with a chance

for the participants to enter into a lucky draw to win SONY Spy Sunglasses.


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Brochures

rochures will be handed out to customers at the launch of the product at stores such as laptop

shops, camera shops, SONY outlets, Extreme Sports competitions and other tech shops.

Giveaways

Giveaways such as wall clock and mugs will be printed in a limited amount and distributed to

favored customers. The purpose of all these promotional techniques is to create awareness and

interest, which will motivate the people to buy our product


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Budget

Large companies spend huge amount to position their brands and influence buyers through

advertisement because it is the most effective and influential medium to inform and persuade the

target customers.The main objectives of advertising our product are:

1. To make it popular among people belonging to all age group especially teen ager.

2. To increase the sale of Sony spy sunglasses.

3. To develop customers liking and satisfaction for the product.

Advertising Research:

Before making the decision of the Medium to be used for the promotional campaign, it is very

important to see the results of the advertising research. So, all the steps that we have taken are in

accordance with the research we conducted.

TV-Medium

Advertisement for Sony spy glasses should be shown regularly on TV. Advertisement will be

shown at peak hours i.e. 7 p.m. 9 p.m., 10 p.m. 12 p.m. because this is the time when most of

the television viewers switch on their televisions due to the concentration of good programs at

these time intervals. The advertisement will be shown on ARY Digital, HUM, and PTV World as

well as on Indus Vision and GEO.

Channel

TV Channels

PTV PTW World ATV

Cable TV

ARY Indus GEO

Digital Vision


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From TV we have chosen PTV and A TV Channel to advertise on. Because these channels are

watched by the audience we are targeting. Also from Cable TV we have chosen GEO, because

GEO has the maximum viewer ship. So it will help us to spread our message quickly and to

maximum target audience. The big portion of our products adds campaign will go on-air

through PTV and GEO. And comparatively less portion through other channel i.e. ARY Digital

Indus Vision and A TV

Frequency of Advertisements

2 ads on PTV

1st

Week

2 ads on GEO

2 ads on PTV

2nd

Week 3 ads on GEO

1 ad on ARY digital

2 ads on PTV

3rd

Week 3 ads on GEO

1 ad on ARY digital

1 ad on PTV

4th

Week

2 ads on GEO

Then onwards we will determine the frequency of the ads based on the sale of our product.

Sales increased Ads frequency increased.

Sales decreased Ads frequency decreased

Or make an Effective ad campaign.


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Cost of ad

The cost of making one ad of one second on TV is 7000 as our ad of Sony spy glasses is of 50

seconds so the total cost will be 350,000 playing it one time.

NewspapersNewspapers and magazines are a flexible medium. They have good local market coverage with

broad acceptability. It is studied that people who never read the newspapers and magazines but

prefer looking at the printed pictures. Sony spy glasses advertisement will be printed in most

circulated and well-established magazines and newspapers.

Selected News Papers

The newspaper we have selected out of all of the newspaper is on the basis of its circulation. so,

we found that advertising is The News, The Dawn Jang will suit our product. We will

get bottom quarter page of the news to advertise in the inner first page. Moreover, some space of

the Instep and Sports section of The News and the same sections of The Dawn will be

taken for Sony spy glasses advertisement.

Leaf lets

We have also used leaflets in order to attract our customers. Leaf lets were in printed form. The

cost of a single leaflet was 1.o RS. And we have made 20000 leaflets so total cost was 20000 RS.

Banners

We have made different types of banners and have placed them in different regions price are

mention below:

Direct marketing

We have used direct marketing by placing an attractive web page highlighting the main features

of Sony spy glasses because it is most modern way to communicate with the customers. Through

this medium we can make our customers aware that Sony is introducing a new product we are

using this medium to build a long term relationship with the customers. You can do home

shopping, It saves time and introduces consumer to a larger selection of merchandize.

By making a web page the customers can get the whole information about the product.


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MARKETING COST

TOTAL COST OF TELEVISION ADVERTISING

MAKING AD COST 50 sec X Rs. 25000 1500,000

Broad Costing of One time(PTV) 50 sec X Rs. 3,000 90,000

Broad Costing of One time

(GEO) 50sec X Rs. 2,000 60,00

Broad Costing of One time (

Prime Entertainment) 50 sec X Rs. 1,800 54,000

1st month

7 ads on PTV 7 X 90,000 630,000

10 ads on GEO 10X 60,000 600,000

2 ads on Prime

Entertainment

2 X 54,000 108,000

Cost of the whole month

2nd month

4 ads on PTV 4 X 90,000 360,000

4 ads on GEO 4 X 60,000 240,000

Cost of 2nd month

3rd month

4 ads on GEO 4 X 60,000 240,000

Cost of 3rd month

Total Cost 2,178,000


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TOTAL COST OF NEWSPAPER ADVERTISING

Advertising Cost of 1 ad. Rs. 50,000

Cost of the whole month Rs. 50,000 X 12 days Rs. 600,000

Cost of three months

Rs. 600,000 X 3

months Rs. 1,800,000

Total Cost Rs. 1,800,000

TOTAL COST OF BANNERS

Cost of making 1 banner Rs 200

Cost of Rs. 1000X 200 Rs. 200000

Total Cost Rs. 200000

TOTAL COST ON LEAFLETS

Cost of 1 printed page Rs.1.0

Cost of 35000 leaf lets Rs. 35000 X1.0 Rs. 35000

The cost has been calculated and can easily be financed by SONY, as the estimated sales to be

generated will cover this cost.


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Measurement & Control11

First, the level of advertisement in different media and the volume of sales should be measured.

Questionnaires could be given in authorized stores and SONY outlets to find out the current

condition of product in the market. Also questionnaire could be given to the people of target

audience to find out their response about the product. Information like, whether they recognize or

recall the message, how many times they saw it, what points they recall, how they feel about the

message, their previous and current attitude towards the product and company etc. could be

found through the questionnaires. If it is observed that, the rate of sales is satisfactory because of

advertisement, then it is to be assumed that, the product is doing well in the market.

Control means comparing the actual and desired state of affairs and take steps if these two

mismatch. If it is seen that the product is not doing that good in the market regardless of the

advertisement, everything has to be checked and, if possible, redesigned regarding the

advertisement and find out where the problem is. Finally, corrective steps have to be taken to

make the position as preferred.

11

http://www.aslins.com/marketing-plan.htm


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Alternative Plan

The current promotion plan says that we are using a pull strategy. We are using much

financial resources to promote the product. If somehow by any means customers are not

attracted by it SONY has to come up with a plan which will not only increase sales butalso develop potential customers. We have decided that in such case we will use push

strategy and to push our product in the market and potential customers, we have devised

these promotional techniques.

Discount offers:

We will offer Discount rates on SONY Spy Sunglasses for a limited amount of time.

Door to door service:

We will go door to door to our potential customers and try to sell them the product. We

may also use concerts and social events to promote our product.

Google adsense:

All over the internet, the Google adsense is promoting websites, products and other

things by publishing ads on different websites. We can collaborate with Google to

promote the product.

Call Centers

We can work out a deal with call centers to call our potential customers and sell them our

product. This is a very famous form of selling and many companies do use them.

Advertisement Shows

We can do advertisement shows promoting the product.


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Conclusion

sony spy sunglasses

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