Swinburne University MKT10007 Assignment 4: Sony Xperia Marketing

This presentation provides a comprehensive overview of the marketing strategies employed by Sony Xperia, a prominent smartphone brand. It begins with an introduction to the brand and its origins, followed by an overview of the company and its product. The presentation then delves into the target audience, positioning statement, and key features of the Xperia smartphone. The core of the presentation focuses on the marketing mix, analyzing the product, price, place (distribution), and promotion strategies. It also examines the product life cycle and the diffusion of innovation related to Xperia. The presentation includes recommendations for improvement and concludes with a summary of the key findings. The presentation utilizes a narrative slide format to effectively convey its information.

MARKETING
OF SONY
XPERIA

Introduction
 Sony Xperia is a smartphone brand
name . The names of Xperia is word which
is derived from the word experience and it
was initially used during the launch of
Xperia X1 tag line.
 the Sony mobile was in the previous
times known as sony ericssion earlier it
was rebranded in the year 2012

Overview of the company
the corporation of Sony, which was commonly
known as Sony and it is a Japanese based
multinational company . The diverse business
includes professional electronics and financial
services (Rosenbloom, 2012).
It was one of the first business that launched the
largest video game console and it is also the
leading player of electronic products.
(Christopher, & Peck, 2012).

Overview about the product
 The Xperia X1 was one of the first phone which
is to be released in the range of Xperia(Berthon,
Pitt, Plangger, & Shapiro, 2012).
 It featured a high display resolution
 its main competitors includes HTC and Apple
(Armstrong, Adam, Denize, & Kotler, 2014).

Target audience
 Sony Xperia target customer included all the
people that use smart phone and were interested
in own one (Christopher, Payne, & Ballantyne,
2013).
 This mobile suits well to all the people and it does
not focus on any age or any particular
citizen(Czinkota, & Ronkainen, 2013).

Positioning statement
 to create a richer and a better digital
experience with the help of innovative products
and technologies
 in order to become a good brand and a admired
company (De Mooij, 2018)
 to put in efforts for innovation and creativity and
with value shared of the partners and the great
people (Hollensen, 2010).

Features of the product
 Xperia smartphone runs on the system of Android
 it is powered by Octa core processor
 Sony Xperia 1 smartphone has a OLED display. It
measures 167 mm x 72 mm x 8.2 mm and weighs
180 grams(Jobber, & Ellis-Chadwick, 2012).
 The screen has a resolution of 1644 x 3840 pixels
and 643 ppi pixel density.

Product
 Xperia is a mobile telephone company which is
also a brand name of Sony products.
 the other product of the company are found in
the information technology sector
 Products of Xperia’s are seen in the following
lines which is wireless video devises, wearable,
wireless system and smartphones(Kotler, Burton,
Deans, Brown, & Armstrong, 2015).

Price
 The products of Xperia are priced in a
strategic manner
 It uses the 3 tired strategy for pricing its
product
 the pricing strategy of Xperia is highly
attractive to all the 3 segments which
includes the shoppers of economy, middle
class and along with that, the high end
buyers as well (Lovelock, & Patterson, 2015).

Continued
 On the release of the new products in the
market , the company Sony uses the
strategy of skimming
 The skimming strategy includes that
product is marked on the high price
when the product is launched , later on
the prices are reduced
 Products of Xperia still make it dominant
even during high prices

Place
 The products of Xperia are manufactured
on the basis of channels of distribution.
 this thing help the company to make sure
that that the products are reached on
time
 the distribution channel is made up of a
three-tier distribution channel which
included retailer, manufacturer and the
customers at last

Continued
 there is a channel of distribution channel that is
used by the company
 Xperia’s network of distribution consists of 7,000
partners of channel as well the 260 Sony outlets.
 Xperia is a brand that is available all-over the
world and it has various rent distribution
channels which process in different regions and
places (Ahmed, and Rafiq, 2013)