Sony India, the India arm of Japanese electronics major, Sony Electronics, kicked off 2009 by creating a three pillar strategy – technological advancement, channel expansion and effective marketing strategies. Says Fujita Takakiyo, general manager, marketing, Sony India, ?The focus was to enhance the brand image this year with significant above-the-line (ATL) and below-the-line (BTL) activities that involved print and electronic media, online, outdoor and shop-front.?
The company says that it is committed to provide products and marketing strategies that make a positive difference to the lifestyle needs of the Indian consumers. ?We have exemplified the quest for excellence in the world of digital lifestyle through the introduction of breakthrough products, game-changing technologies, compelling new content that deliver unparalleled user experiences. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and inspires consumers to embrace all that is Sony,? says Takakiyo.
This year it also expanded its footprint across all major towns and cities in the country through a distribution network comprising of over 4000 dealers and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Sony India also established a strong service presence across the country with 20 company owned, 190 authorised service centres and 16 exclusive demonstration centres.
And these activities were backed by new product launches. ?We launched revolutionary products this year in each of our key product categories?, said Takakiyo. Some of the new products include super slim Bravia ZX in the LCD television category, W&E series walkman in MP3 players, VAIO X-the world?s lightest and super slim notebook, and WX1&TX1 cameras.
And these launches were ably supported by high-decibel campaigns. Bollywood actor Kareena Kapoor was the new face of Sony Vaio in India. Shot in a tube, the television commercial made by JWT shows Kapoor carrying the Vaio X, while the commuters envy the size of the laptop, as well as of its owner.
JWT?s ad campaign also infused fresh life into the Sony Walkman. The ad starts with two boys, facing each other and gently rolling off into an amazing flight of dance steps, while hearing their own tracks on the Sony W series Walkman MP3 player. As the two dancers keep step with their free style moves, the message is that the Walkman ensures a wireless experience between them.
?We shall continue to roll out such innovative, unique products in all categories for the Indian consumer keeping in line with our ideology to manufacture products that fit the Sony brand image,? said Takakiyo.
And Sony has been listening to the Indian consumer. ?It was important to maintain constant communication with consumers and our dealers when market conditions were not as favourable as they are now. We did a lot of talking to the consumer through regular product launches, advertising campaigns, and outdoor media. We took consumer feedback very seriously and laid emphasis on after-sales service,? said Takakiyo.
Sony India says that its ambition is to unite ?innovation? with ?reality? and hence bring breakthrough products. As it says, it approaches the design of new products in a way that nobody else has done before, emphasising originality and uniqueness. And that?s a brand promise it intends to keep.