Target marketing
A set of buyers sharing common needs or characteristics that the company decides to serve. SONY VAIO’s target market. There’s great news for all of those Sony Vaio fans out there as a new range of high-end models has just been released. And there is no hiding the target market here, with Sony firmly setting their sights on the traveling executive.
http://www.scribd.com/doc/54940648/Target-Market-of-Sony
Branding and image of the product
Sony is one of the world’s greatest brands -- the company was once again rated the number one brand in the U.S. by the 2000 Harris poll. As noted, much of the brand equity Sony enjoys is rooted in product innovations. However, to ensure the future of its brand, the company recently embarked on an extensive, company-wide initiative in the U.S. designed to foster a common understanding of the Sony brand among employees, customers and consumers. The project, dubbed Being Sony, was necessitated because of expansive company growth, an influx of new employees, and converging business opportunities.
http://news.sel.sony.com/en/corporate_information/sony_brand
Key successful of product
Positioning of product
Sony Vaio is making lot of noises in the media with its latest repositioning campaign. Vaio is Sony's subbrand in the Laptop segment . Viao was created in 1996 and is a major player in the Notebook/Laptop market across the world. Vaio is the acronym of Video Audio Integrated Option which denotes the brand's positioning as a product that performs on both video and audio front. Like any other product from Sony, Vaio is also positioned ( and priced ) as a premium brand. Sony Vaio has always tried to promote itself as an aspirational brand and resisted the temptation to get into the volume game. But here in this scenario , Vaio succumbed to the temptation. With technology no longer a major differentiator, Vaio understood that unless the brand repositions itself , it may be ousted by the feature rich rivals.
Branding and image of the product
Sony is one of the world’s greatest brands -- the company was once again rated the number one brand in the U.S. by the 2000 Harris poll. As noted, much of the brand equity Sony enjoys is rooted in product innovations. However, to ensure the future of its brand, the company recently embarked on an extensive, company-wide initiative in the U.S. designed to foster a common understanding of the Sony brand among employees, customers and consumers. The project, dubbed Being Sony, was necessitated because of expansive company growth, an influx of new employees, and converging business opportunities.
http://news.sel.sony.com/en/corporate_information/sony_brand
Key successful of product
I believe as Akio Morita has said "Creativity to make inventions "is one important factor that makes difference between Sony and other companies. Sony always works to make new inventions and products like Play Station or other combo electronic products however it could be dangerous too.
The other factor is "Creativity in product planning and production ".
Right products in right time could lead any company to be successful.
For not losing the Game's market Sony introduces play station 3.
Another factor is "Creativity in marketing". I believe this is the most important factor that leads any company to be successful and the sell of any product depends on it.
But creativity in marketing includes too many means that can lead to successful ads. Some of them are as below:
- Being creative and thinking out of line with Innovative ideas.
- Using of scientific methods like formulation, hypotheses or testing.
- Different methods of research (primary data and secondary data) and how to use of them to renew the ads.
- Understanding that the data are interpreted from underlying models that guide the information sought.
- Considering our benefits that we expected to reach and make balance vs. the cost of marketing.
- Excepting the reality that how market works and avoiding of unsubstantial marketing ideas and theories.
- Understanding difference between gambling and risk, and avoid gambling.
- As marketing research has mutual benefit for customer and company, so must "be ethical in the conduct of all marketing research".
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