Report On SONY ELCTRONICS BANGLADESH

A report submit to the faculty of BBA in Part fulfillment of requirement of final examination In Principles

of Marketing

Prepared and Submitted by-

ORCHID
NAME ID

Hossen, Md. Sabbir Chwdhury, Md. Motaher hossain Mohd. Adnan Abdullah, Al- Towhid

08-09984-1 07-09503-3 08-11093-2 07-09710-3

COURSE INSTRUCTOR:

KHAN, TAHSINA NIMMI

American international University of Bangladesh

AIUB

December 13, 2009

27

Report On SONY ELCTRONICS BANGLADESH

Khan Thsina, Nimmi Department of BBA The School Of Business American International University- Bangladesh.

Sub: Letter of Transmittal. Dear Madam, It gives us immense pleasure in presenting this report which was assigned to us as a partial fulfillment of the course of the creative writings. This report gave us the opportunity to have an in-depth knowledge about Sony. We have tried our best to fulfill the requirement of the report thorough writing. This report is now very priceless to us as it helped to gain experience how to write own language properly preparation and planning on the basis of imagination and it also gave the chance to know the practical knowledge about on the topic. We must mention here that we are extremely grateful to you for your valuable guidance, tireless effort and constant attention as and when required. We will be pleased to answer any sort of query you think necessary as and when needed. Thanking you Respectfully yours, GROUP- ORCHID

Table of Contents
27

Report On SONY ELCTRONICS BANGLADESH

1.Acknowledgement..04 2.Introduction....05 3.Company profile..05 4.Product of Sony....06 5.Advertising of Sony.8-15 6.Pricing of Sony..16-18 7.Distribution of Sony18-22 8.Sales Promotion.22-24 9.Public relation...25-26 10. Conclusion...27 11. Bibliography..28

Acknowledgment

First we want to thank to our respective course instructor KHAN, TAHSINA NIMMI. For her co-operation despite her busy schedule, she was always there to guide us whenever we needed help,
27

Report On SONY ELCTRONICS BANGLADESH her keen insight, advice and suggestion have helped us to improve our report. Her guidelines have enabled us to complete the report which is extremely important for our course Basic in Social Science.

We would like to remember the smiling face of all the people who give us their valuable time.

All in all it was a wonderful experience to work as a team in doing the study and preparing this report on such an important issue.

Last but not the least we are also grateful to some of our friends and well wishers who inspired us to give a information of this repo

Introduction:
In Bangladesh there are lots of electronics company now days. but in all of them Sony electronics is most selling and popular electronics company because of its quality, better service and price. but sometimes a good company can be go under loss because of cheap advertising , pricing strategy, poor distribution , low sales promotion and bad customer relation !!! those things can lead a company to shut down . but Sony has a great advertising policy, better pricing strategy, good distribution channel, highly sales promotion activities and a very good relation with their customer. Which lead Sony no.1 electronics brand in Bangladesh. Rangs Electronic

27

Report On SONY ELCTRONICS BANGLADESH

Bangladesh is the authorized license from SONY CORPORATION, TOKYO, JAPAN. For, marketing and distributing all sorts of SONY Products in Bangladesh.

COMPANY PROFILE:
Sony Corporation (commonly referred to as Sony) is a multinational conglomerate corporation headquartered in Minato, Tokyo, Japan, and one of the world's largest media conglomerates with revenue exceeding 7.730.0 trillion, or $78.88 billion U.S. (FY2008). Sony is one of the leading manufacturers of electronics, video, communications, video game consoles, and information technology products for the consumer and professional markets. Its name is derived from sonus, the Latin word for sound. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its five operating segmentselectronics, games, entertainment (motion pictures and music), financial services and other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company's current slogan is make. believe.

Products of Sony

27

Report On SONY ELCTRONICS BANGLADESH

27

Report On SONY ELCTRONICS BANGLADESH

Sony City, Sony Corporation Headquarters in Minato, Tokyo

Sony's current CEO, president and chairman Sir Howard Stringer

27

Report On SONY ELCTRONICS BANGLADESH Advertising of Sony Corporation:

Advertising means the communication used to influence individuals to purchase products or services. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Rangs Electronics Limited Bangladesh is the authorized license from SONY

CORPORATION, TOKYO, JAPAN. for marketing and distributing all sorts of SONY Products in Bangladesh. So rangs group advertising Sony electronics product in Bangladesh. Rangs Electronics Bangladesh advertises very nicely for the Sony product in Bangladesh by various ways. because by advertisement a product can easily known by the people and also business can go with high profit. In Bangladesh there are many ways follow for the advertising Sony product. Such as-

Television Radio advertising

Online advertising Print advertising Billboard advertising In-store advertising Celebrities Wall paintings

Playing ground Vehicles advertising Mobile billboard advertisement Covert advertising

27

Report On SONY ELCTRONICS BANGLADESH

Television advertisement:

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. But Sony give tv add. for promote their product. They give advertisement on popular game or a good TV program like BTVs ittadi, Bangladesh cricket tournament etc..

The advertisement picture of Sony tv

The majority of television commercials feature a song or jingle that listeners soon relate to the products of Sony.

Radio advertisement:

27

Report On SONY ELCTRONICS BANGLADESH

Radio advertising is a form of advertising via the medium of radio. Airtime is purchased by rangs group from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Rangs group give advertisement on radio but very few. Rdio foorti, Radio amar, ABC radio,Radio today, are the main radio channel for the sony electronics advertisement .but by these sony can only advertise DHAKA, CHITTAGONG and SYLHET.

Print advertising
Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. Rangs group use print advertisement through daily newspaper and magazine . they give advertisement on most popular dailies likeprothom alo, the daily ittefaq, shomopkal, news today, the daily star and magazines like star, onno alo, c-news etc. its the best way to advertise whole country at low price and by this people can attract very easily.

27

Report On SONY ELCTRONICS BANGLADESH

Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers by Rangs group for sony product. Examples of online advertising include contextual ads that appear on

Own website- rangs group create their own website to advertise sony product and their activities.

search engine results pages- rangs group advertise their sony product by different search engine result page. Such as- Google, yahoo search, amajon etc

Social network advertising- Rangs group advertise their sony product in social networking sites like- facebook, my space, tuiteer, hi5 ,bebo etc

Rich Media Ads-rangs group also advertise rich media adds . such as in some business web site and news web sites.

27

Report On SONY ELCTRONICS BANGLADESH

Billboard advertising
Rangs group used Billboards for advertise Sony product which are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. On Mohakhali flyover, farmgate,mothejheel, bijoyshoroni, polton- we often se the large billboard of sony product

Mobile billboard advertising

Sometimes rangs group use Mobile billboards which are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.

Mobile displays are used for various situations in metropolitan areas throughout the world, including:

27

Report On SONY ELCTRONICS BANGLADESH

Target advertising One-day, and long-term campaigns Conventions Sporting events Store openings and similar promotional events Big advertisements from smaller companies Others

Sony used these activities most often in universities, colleges and some popular places like gulshan, Banani, and Danmondi with for promote their Camera ,Laptops , sound system etc.

In-store advertising
Rangs group advertising In-store advertising is any advertisement placed in their retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, like at Sony showroom we can see lots of product visible and displayed. At the BIJOYSHORONI we can see lots of product displayed on their showroom.

27

Report On SONY ELCTRONICS BANGLADESH

Celebrities
Rangs group used This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, celebrities share their favorite sony products brands. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise sony products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellog was terminated, as Kellog did not want to associate with him after he was photographed smoking marijuana.

Kareena Kapoor is the brandambassador of sonyand sheis the first Indian brand ambassador for Sony .

27

Report On SONY ELCTRONICS BANGLADESH

Wall paintings:

27

Report On SONY ELCTRONICS BANGLADESH

Rangs Group used Wall paintings for their advertisement. Sometimes we see the wall painting with many verities of product like- sony bravia LCD tv. Cannon camera and printer, ets are most common but they are not so common.

Advertise on playing ground:

Rangs group often sponsor on some tournament of Bangladesh and they advertise on the ground of sony product. sometimes they provide technologies for the playing tournament for their advertise.

Pricing strategy of Sony Corporation:

27

Report On SONY ELCTRONICS BANGLADESH

Rangs group follow some methods for pricing the Sony corporations products because they are importing these product from Japan and china. So they adopt a pricing strategy for maximize their profit.

Sony adopts a number of pricing strategies. The pricing strategies are based much on what objectives the company has set itself to achieve.

Penetration pricing:
Where the organization sets a low price to increase sales and market share. like sony used penetration pricing in some pf theier product , such as- their tv,dvd,casset ,fan, player,speakers,etc

Skimming pricing:
The organization sets an initial high price and then slowly lowers the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer. For example- refregeretor,LCD tv, IPS,

Competition pricing: Setting a price in comparison with competitors.

Example- refregaretor,washing machine, dvd player

Product Line Pricing:

Pricing different products within the same product range at different price points. Example would be,sony offering different video recorders with different features at different prices. The greater the features and the benefit obtained the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits.

Bundle Pricing:
The organisation bundles a group of products at a reduced price.

Psychological pricing:
The sony corp. here consider the psychology of price and the positioning of price within the market place. The seller will therefore charge 9999tk instead 10000tk or 1499 instead of 1500 tk.

Optional pricing:

27

Report On SONY ELCTRONICS BANGLADESH

The organization sells optional extras along with the product to maximise its turnover. This strategy is used commonly within the LCD tv. Such as sony sells home theatre sound system with their LCD tv. .

But before the sonys fixe up the pricing policis sony follow the 9 laws of price sensitivity-

The 9 Laws of Price Sensitivity

27

Report On SONY ELCTRONICS BANGLADESH

1) Reference Price Effect

2) Difficult Comparison Effect 3) Switching Costs Effect 4) Price-Quality Effect 5) Expenditure Effect 6) End-Benefit Effect 7) Shared-cost Effect 8) Fairness Effect 9) The Framing Effect

Distribution of Sony Corporation:

Rangs Electronics Limited Bangladesh is the authorized license from SONY

CORPORATION.so they distribute so nicely in the Bangladesh.

27

Report On SONY ELCTRONICS BANGLADESH

27

Report On SONY ELCTRONICS BANGLADESH

Country wide Sony Rangs Showroom & Service Center are given bellow:

Sonartari Tower, 12 Sonargaon Road, Tel : 9663556 117/1, Airport Road, Tel : 8118880-81 Crescent Centre, 36 Topkhana Road, Tel : 9555519, 9563433 67/A, Rabindra Sarani, Uttara, Sector-7, Tel : 8911971 3/12, Lalmatia, Block-A, Tel : 9118328 240, Outer Circular Road, Mouchak, Tel : 9331870 75, Haranath Ghosh Road, Lalbagh Tel : 8629567 101, Dholairpar Bus Stand, Jatra Bari, Tel : 7413236 43, North Gulshan, Circle-2, Tel : 8811576, 9880516 SW(G)-6, Gulshan Avenue, Dhaka-1212. Tel : 9883344, 988335 49 mIDDLE bASHABO, DHAKA. Tel : 01199013484 107, Begum Rokeya Sarani, Mirpur-10, Tel : 8010995, 9005843 Dhaka 24 14, Darus Salam Road, Mirpur-1, Tel : 9010878 63, Luxmibazar, Dhaka, Tel : 7167548 Rifles Square, BDR Gate, Jigatala, Tel : 8624792 Holland Centre, Pragati Swarani, Madda Badda, Tel : 011-085202 284, Ibrahimpur, Dhaka Cantt. Tel : 9871939 Level 5, Block-D, 112-13-Ka-1, Bashundhara City, Panthapath. Dhaka. Tel :01711520109 113, BANGABANDHU STADIUM MARKET, DHAKA. TEL : 9552376 70, BANGABANDHU STADIUM MARKET, DHAKA. TEL : 9555594 16, BANGABANDHU STADIUM MARKET, DHAKA. TEL : 9554749 50, NEW AIRPORT ROAD, DHAKA. TEL : 01711940847 MOHAMMADPUR, DHAKA. TEL: 03792012038 56, KAZI NAJRUL ISLAM AVENUE, KARWAN BAZAR, DHAKA-1215. PHONE : 9139801, 9115342 SAVAR Narayanganj Jinjira Bandarban 1 1 1 1 A-38, BAZAR ROAD, SAVAR. TEL : 011-088189 8, B.B. Road, Chashara (Balurmath), Tel : 9715656 Jinjira Bus Road, (Howli) Tel : 7772026 Bandarban Bazar, Court Road, Tel : 0361-62164 18, Hemayet Uddin Road, Tel : 0431-54633 Barisal 3 Suleman Trading Mart, 95 Shadar Road, Barishal. Tel: 2174376 Shikder Trading, 37 Hemayet Uddin Road, Barishal. Tel: 2173165 Bogra 2 Nawab Bari, Tel : 051-64904, 72444

27

Report On SONY ELCTRONICS BANGLADESH

130/132 Shaptapadi Market, Bogra. Tel: 0172271304 Brahmanbaria Chuadanga Dinajpur 1 1 1 T. A. Road, Tel : 0851-52799, 0171-378121 Court Road, Tel : 0761-63446, 0171-143400 Jail Road, Lilly Morre, Tel : 0531-61087 Shahid Srithi High School Market, Bus Stand, Jaydevpur, Tel : 9256925 Sufia Complex, Maona Chourasta, Sripur, Gajipur. Tel: 068-25-51894 Gajipur 4 Main Road (Near Polli Biddut Office), Konabari, Gajipur. Tel: 01915349394 College Road, Kapashia Bazar, Kapashia, Gajipur. Tel: 06824-51719 Habiganj Ishwardi Joypurhat Kishoreganj Magura Moulavi Bazar Mymensingh Narail Pabna Ramganj Sirajganj Sylhet ChapaiNawabganj Chaumohani Comilla Laksham Cox'sBazar Faridpur Jessore 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 Paurashava Road, Tel : 0831-53292, 0171-176249 Main Road, Tel : 07326-63057 Arafat Super Market, Sadar Raod Tel : 0571-62317 Islamia Super Market, Puran Thana, Tel : 0171-673632, 55540 Syed Atar Ali Road, Tel : 0611-62582 Motalib Centre, Sreemangal Road, Tel : 0861-53707 29, Rambabu Road, Tel : 0171-321304, 091-54881 Poura New Market-2, Tel : 0481-62465, Nag Super Market, Abdul Hamid Road, Tel : 0731-66227 Dak Bangla Road, Ramganj, Luxmipur Tel : 0172-268370 S. S. Road, Tel : 0751-63041 Latif Centre, (2nd floor) Zinda Bazar, Tel : 0821-710171 Mukta Mohadal Bhaban, School Club Road, Tel : 0781-55186 Tara Manzil 724, Feni Road, Tel : 0321-52007 686/618 KA, First Kandirpar, Jhautala, Tel : 081-66567 By-Pass Road, Tel : 0171-187717 Faiz Market, Tekpara, Tel : 0341-62221 South Alipur, Gorostan Morr, Tel : 0171-835507 125 Rail Raod, Tel : 0421-67331, 0171-688462 M.K. Road, Jessore. Tel: 01712664041 42, Lal Khan Bazar, WASA Corner, Tel : 031-611334 Chittagong 3 546, Sheikh Mujib Sarak, Dewanhat, Agrabad, Tel : 031-712810 7 Riffel Club Electronics Market, Tel: 0607-4486975 Khagrachari Khulna Daulatpur Kushtia Naogaon Natore Rajshahi 1 1 1 1 1 1 1 College Road, Mahajanpara 76, KDA Avenue, Tel : 041-722605, 731698 Parsha Bhaban (Near Shahid Minar), 436 Khan A Sabur Road, Daulatpur, Khulna. Tel: 760663 94/7, N.S. Road, Tel : 071-55206 Shahid Kazi Nurunnabi Paura Market Par Naogaon, Tel : 0171-208189 Nahar Super Market, (1st Floor) Dhaka Road, Tel : 0771-62189 Kumarpara, Natore Road, Tel : 0721-774675, 775864

27

Report On SONY ELCTRONICS BANGLADESH

Rangpur Satkhira 1 1 Station Road, Tel : 0521-62141, 011-380344 Shaheed Najmul Sarani, Katia Bazar, Tel : 0471-62424

These are the distribution channel of sony wich are distribute by the rangs group. They have a strong distribution channel.

Sales promotion of Sony Corporation:

Sales promotion is different promotion, Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand. This includes sales activities which supplement both personal selling and advertising.

Rangs group do many sales promotional activities to make sony product popular and well known to the people. Generally rangs group used three types of sales promotional tool. They are-

1. Consumer promotional tools 2. Trade Promotional Tools 3. Business promotion tools.

27

Report On SONY ELCTRONICS BANGLADESH

Consumer promotional tools:

Consumer promotional tool that Sony rangs used are-

Price deal: A temporary reduction in the price, such as happy hour Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. On-shelf couponing: Coupons are present at the shelf where the product is available. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.

Trade Promotional Tools:

27

Report On SONY ELCTRONICS BANGLADESH

Trade allowances: short term incentive offered to induce a retailer to stock up on a product. Dealer loader: An incentive given to induce a retailer to purchase and display a product. Trade contest: A contest to reward retailers that sell the most product. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. Training programs: dealer employees are trained in selling the product. Push money: also known as "spiffs". An extra commission paid to retail employees to push products.

Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function.

Business promotion tools: Conventions :

Trade shows

Sales contest

Public relations of Sony Corporation:

27

Report On SONY ELCTRONICS BANGLADESH

Public relation is one of the major mass-promotion tools. Public relation means building good relations with the companies various publics by obtaining favorable publicity, building up a good corporate image, and handling or handing off unfavorable rumors, stories, and events. Since the start of its operations, Sony has given top priority to maintain public relations by giving high-quality products and services. The Sony Group Code of Conduct, established in May 2003, compels Sony to continuously seek ways to comply with or exceed legally mandated standards in all aspects of its business activities to ensure the safety and satisfaction of customers who use its products and/or services. This code of conduct shows the awareness of Sony on maintaining good public relation. The public relation departments of Sony also perform many functions. These functions are described below. Press Relation or Press Agency Sony always creates and places newsworthy information to attract the attention to a person, product, or service. Sony has many International franchises in different countries. In these countries the franchisers advertise many Ads on the newspaper or they shows this advertisements on TV channels. These advertisements shows many educational things or interesting things that help the customers to choose their product more conveniently. Sony does these things to increase their public relation with the people. So press relation is very important to Sony. Every year Sony takes many decisions about how they are going to make good relationship with the pri-

27

Report On SONY ELCTRONICS BANGLADESH

not or press media. In January 16, 2009 when the Company publish their Quarter report result they included this press relation sector on their own fiscal policy. Product Publicity Product publicity means publicizing the company products. Sony do this things by giving promotion tools include samples; cash refunds; price packs; premiums etc. Sony offers these promotions for a trial amount of product. Example: recently Sony in Bangladesh gives a offer to the customers that if any customers buy a product thats price is more than 10000 then they will get a coupon that will give them change to visit Malaysia. This kind of advertisement increases the publicity of the product of Sony. Public Affairs Sony always tries to building and maintaining national or local community relations. The management department of Sony is very much concerned about the public affairs. Example: Sony in Bangladesh sometimes organizes many culture related programs to increase the good relation with the public. Sometimes they help the government in some public project to make a good relationship with the government and public. Investors Relations Sony always maintains their relationship with their shareholders and others in the financial community. When Sony wants to enter in any country first they try to make a good relationship with the government officials and many established community. This strategy also helps them later when they start their business. Development Relationship with the non profit organization is always important for the business organization. Sony has this kind of relationship in every country where they go. they make some donation in the Hospital, Schools, Prayer house etc.

27

Report On SONY ELCTRONICS BANGLADESH

Conclusion:
In the last we can say that the product of Sony corp. is most popular and most selling in Bangladesh. By the good advertisement and proper distribution rangs group makes the sony corp. more and more profitable now a days. and also Sony provide us good product with great sales promotion and social activities. they build a great public relation in Bangladesh by their large number of sales and service centre . Where as Sony provide a quality service in Bangladesh. Those all factors made Sony no. electronics brand not in the Bangladesh but also in the world.

27

Report On SONY ELCTRONICS BANGLADESH

BIBILOGRAPHY:

www.google .com www.sony.net www.Rangs.org principles of marketing - Philip Kotler

27