Brand Positioning and Marketing Mix Strategy for Sony A7SMK

Sony

MARKETING 1
Executive Summary
The main purpose of this report is to build the brand positioning by setting the target segment
of the product. The Product which is considered in this report is Sony A7SMK. Youth is set
as the target segment of the product; it has unique feature which makes it different from
others. The company uses pricing strategy to build the brand positioning in the market. The
marketing mix is recommended such as product designing; product promotion, retail channel
and the price skimming strategy. The recommendation strategy is ethical and socially
responsible which is measured by compliance program.

MARKETING 2
Table of Contents
1.0 Introduction.....................................................................................................................................3
2.0 Target Segment................................................................................................................................3
3.0 Brand Positioning............................................................................................................................4
4.0 Marketing Mix Strategy...................................................................................................................6
5.0 Conclusion.....................................................................................................................................13
6.0 References.....................................................................................................................................15
7.0 Appendix.......................................................................................................................................17

MARKETING 3
1.0 Introduction
This task is continuity of earlier task which was based on the market analysis of Sony
A7SMK; now the main purpose of this report is to analyse the market segment and decide
marketing strategy for the same. Market segment helps to promote the product to increase the
sale. Some limitations were found in the process of building the positioning map because the
product has many features. It is difficult to measure the main quality feature of the product. It
is difficult to measure the price strategy of the company with the other companies. These
challenges are discussed in the report and appropriate recommendations are provided. In the
starting of the report, target segment of the product is discussed. After that brand positioning
of the product will be discussed. At the end of the report, the recommendation will be
provided for effective communication of brand positioning in the market.
2.0 Target Segment
The target segment of Sony A7SMK is Youth with the age of 18-35. Nowadays, Youth are
more conscious about their social sites posts; they want to attain whole attention on their
single picture. Some of the people adopt the passion of photography to attract the people
towards their pictures. It is observed that the girls are more conscious about their pictures
within the particular age of 18-35. 47% of girls are observed that they are very sensible for
looking good in their pictures. 95% of girls are conscious for their picture and wants to look
gorgeous in their picture; this is good for the company. Sony camera helps them in adopting
their passion with its features of 2.2 megapixels.
The company get the advantage by targeting the youth between the ages of 18-35. The
company can easily influence the youth through advertisement for the product. The company
gained high percentage of profit by increasing the sale of the product. Nowadays, people are