‘MARKETING STRATEGIES OF SONY PICTURE ENTERTAINMENT’

A Project Submitted to
UNIVERSITY OF MUMBAI
For partial completion of the Degree of

MASTER OF COMMERCE
In BUSINESS STUDIES
Under the Faculty of Commerce

Submitted by:
SIDDHARTH

Under the Guidance of

ASST. PROF. MAYUR VYAS

USHA PRAVIN GANDHI COLLEGE OF MANAGEMENT

VILE PARLE (W)

NOVEMBER 2017

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 USHA PRAVIN GANDHI COLLEGE OF MANAGEMENT
VILE PARLE (W)

CERTIFICATE

This is to certify that Mr. SIDDHARTH, as worked and duly completed his Project Work for the
degree of Masters in Commerce under the Faculty of Commerce in the subject of Business
Studies and his Project is entitled ‘MARKETING STRATEGIES OF SONY PICTURE
ENTERTAINMENT’, Under my supervision.

I further certify that the entire work has been done by the learner under my guidance and no part
of it has been submitted previously for any Degree or Diploma of any University.

It is his own work and facts reported by his personal findings & investigation.

DATE OF SUBMISSION: -

NAME of the Internal Project Guide External Examiner

Signature of Principal College Seal

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 Declaration by Learner

I the undersigned, Mr. SIDDHARTH hereby, declare that the work embodied in the project
work titled, ‘MARKETING STRATEGIES OF SONY PICTURE ENTERTAINMENT’,
forms my own contribution to research work carried out under the guidance of “ASST. PROF.
MAYUR VYAS”, is the Result of my own research work and has not been previously submitted
to any University, for any Degree or Diploma to this or any other University.
Wherever reference has been made to previous ‘works of others it has been clearly indicated as
such and included in Bibliography.

I, hereby further declare that the information submitted is true and original to the best of my
knowledge and all the information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Signature of student

(SIDDHARTH)

Certified by,

ASST. PROF. MAYUR VYAS

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 ACKNOWLEDGEMENT

I would like to thank USHA PRAVIN GANDHI COLLEGE OF MANGEMENT & the
faculty members of M.COM for giving me an opportunity to prepare a project on
‘MARKETING STRATEGIES OF SONY PICTURE ENTERTAINMENT’. It has truly been an
invaluable learning experience. Completing a task is never one man's effort. It is often the result
of invaluable contribution of number of individuals in direct or indirect way in shaping success
and achieving it.

I would like to thank principal of the college Dr. Mrs. A. Kapoor and Co-coordinator
Prof. NARESH SUKHANI for granting permission for this project. I would like to extend my
sincere gratitude and appreciation to A. Prof. MAYUR VYAS who guided me in the study of
this project. It has indeed been a great learning, experiencing and working under him during the
course of the project.

I would like to appreciate all my colleagues and family members who gave me support and
backing and always came forward whenever a helping hand was needed. I would like to express
my gratitude to all those who gave me the possibility to complete this thesis.

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Plagiarism Report

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 EXECUTIVE SUMMARY

The objective of this research is to highlight the importance of cargo insurance. The first chapter
deals with the introduction to cargo insurance and also the different types of cargo insurance.
The second chapter deals with various types of coverage’s that are involved in cargo insurance.
In other words, what can cargo insurance cover and what not. The third chapter deals with the
General Average concept of cargo insurance which talks about the types of losses that are
covered. The fourth chapter deals with the first type of cargo insurance i.e. Marine cargo
insurance. The fifth chapter deals with the various types of marine cargo insurance policies. The
sixth chapter talks about air cargo insurance, the coverage’s it offers and various companies
offering it. The seventh chapter talks about railway cargo insurance. The eighth chapter deals
with the final types of cargo insurance policy i.e. Truck cargo insurance.

After carrying out this research, I have come to understand the importance of cargo insurance
within the insurance industry. Cargo insurance is a major time saver for those people who have
heavy loads to transport from one place to another. It is the safest and quickest way of
transporting goods from one place to another. The scope for cargo insurance in the future has a
very good possibility of getting wider due to day to day supplying and transport of goods.

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 HYPOTHESISES

It is presumed that western dedicated freight Corridor is implemented completely & is

operational.

In an attempt to study the impact of western DFC on price volatility in Mumbai and cost in
relation to selective freight commodity prices, with the following hypothesis is set:

H1 – The regulatory announcements do not affect price volatility of fright commodity like Coal
& Petrol in Mumbai.

H2 – The regulatory announcements do not affect cost in relation to freight commodity of

dedicated freight corridor.

It is assumed that government of India will provide continuous & complete assistance to the
development of DFC across India to facilitate efficient movement of goods & services across
India.

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CHAPTER VI

RESEARCH METHODOLOGY

The research concentrates on following areas:

6.1 Data Source:

The study is purely based on the secondary data drawn from the website of Indian Railways &
Government of India. The data used in this exercise, will be spanned over the period from 2004-
05 to 2013-14. All dated regulatory announcements are retrieved from Government websites
respectively for the specified period.

6.2 Sample of Data:

In order to prepare sampling design, sequential sampling method is used in order to draw
samples from the universe. 2016-17 is considered as the Base Year for forecasting and
modelling.
Role of Indian Government: Finally, the study also examines whether access to DFC leads to
achievement of designated other format of transport & logistics services provided by Indian
government. Particularly, the study will focus on knowing whether the project of Construction
DFC is relevant for the benefit of the Indian Economy in terms of commodity pricing for Metro
city like Mumbai.

6.3 Period of Study:

Data of past ten financial years will be considered for the proposed study. i.e. Period
covered under study is from 2004-05 to 2013-14 & 2016-17 to 2025-26.

6.4 Techniques of data collection:

Secondary Data: Secondary data for the proposed study will be collected from the following
sources:
 Audited Annual Reports.
 Research Journals
 regulatory authorities

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  Magazines
 Periodicals
 Websites like:-

A. World Economic Outlook (WEO) - Planning Commision Govt Of India – DATA pg

240. http://planningcommission.nic.in/data/datatable/data_2312/comp_data2312.pdf
B. Planning Commission - India budget http://indiabudget.nic.in/es2007-
08/chapt2008/chap93.pdf
C. The World Bank -
http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/SOUTHASIAEXT/EX
TSARREGTOPTRANSPORT/0,,contentMDK:20697261~pagePK:34004173~piPK:340
03707~theSitePK:579598,00.html\
D. THE UNITED NATION Environment Programme
www.unep.org/transport/lowcarbon/PDFs/publications/dfc_fullreport.pdf

6.5 Research Technique for data analysis:

The various research techniques for data analysis will include trend analysis, correlation,
regression, ratios, derivatives, graphs and tabulation.

All these above mentioned techniques will facilitate effective data analysis to comprehend and
understand the relationship between regulatory announcements and price volatility and trading
volume and also communicate the results to various stakeholders.

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 INDEX

Sr. No. PARTICULARS PAGE No.

1 CHAPTER 1
INTRODUCTION 12
 Why the product was selected
 Objective of study
 Scope of study
 Limitation of study

CHAPTER 2 14
2 LITERATURE OVERVIEW
INTODUCTION TO THE STUDY

CHAPTER 3 20
RESEARCH METHODOLOGY
RESEARCH DESIGN
RESEARCH TYPES
RESEARCH INSTRUMENTS
RESEARCH TOOLS
SOURCES OF DATA
HYPOTHESIS

CHAPTER 4 24

COMPANY PROFILE

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CHAPTER 5 45
DATA ANALYSIS AND INTREPRETATION
FINDINGS
CONCLUSION
SUGGESTIONS

CHAPTER 6 57
ANNEXURE
QUESTIONNAIRE

CHAPTER 7 60
WEBLIOGRAPHY AND BIBIOGRAPHY

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CHAPTER 1

INTRODUCTION

 Why the Brand was selected

Sony Picture Entertainment is a multinational corporation, one of the world’s largest
media conglomerate. It is one of the leading brands in the entertainment industry. It tries
to put entertainment in all the customer’s lives. It continuously tries to connect with its
customers by using different marketing strategies.
 Objective of study
To understand the marketing strategy of a leading brand
To understand the promotion strategy of Sony entertainment
To analyze the growth of Sony and the factors that have immensely contributed to its
success

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 Scope of study
To understand:

 The entire range of products.

 Branding Strategy
 Product Positioning Strategy
 Role of Advertising

 Limitation of study
 Choice of a particular product is based on consumer behavior. This is difficult to map
as there is inconsistency in their behavioral traits.

 The entire market cannot be tapped as it is too diverse and widespread.

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CHAPTER 2

LITERATURE OVERVIEW

INTRODUCTION TO THE STUDY:

 What is Marketing?
 What is Marketing Strategy?
 Types of Marketing Strategy
 Strategic Models
 Real life Marketing

 What is Marketing?

Marketing is about communicating the value of a product, service or brand to customers

or consumers for the purpose of promoting or selling that product, service, or brand. The oldest –
and perhaps simplest and most natural form of marketing – is 'word of mouth' (WOM)
marketing, in which consumers convey their experiences of a product, service or brand in their
day-to-day communications with others. These communications can of course be either positive
or negative. In recent times, the internet has provided a platform for mass, electronic WOM
marketing (e-WOM), with consumers actively engaged in rating and commenting on goods and
services.

Marketing techniques include choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior and advertising a product's value to
the customer.

From a societal point of view, marketing provides the link between a society's material
requirements and its economic patterns of response. Marketing satisfies these needs and wants
through the development of exchange processes and the building of long-term relationships.
Marketing can be considered a marriage of art and applied science (such as behavioral sciences)
and makes use of technology. Marketing is applied in enterprise and organizations via marketing
management techniques.

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Philip Kotler defines marketing as:

“Marketing is the social process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others.”

 What is Marketing Strategy?

Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage.

 Types of strategies

Marketing strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies. A brief
description of the most common categorizing schemes is presented below:

 Strategies based on market dominance - In this scheme, firms are classified based
on their market share or dominance of an industry. Typically, there are four types of
market dominance strategies:
o Leader
o Challenger
o Follower
o Niche
 Porter generic strategies - strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic strength
refers to the firm’s sustainable competitive advantage. The generic strategy
framework (porter 1984) comprises two alternatives each with two alternative scopes.
These are Differentiation and low-cost leadership each with a dimension of Focus-
broad or narrow.
o Product differentiation (broad)
o Cost leadership (broad)

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 o Market segmentation (narrow)
 Innovation strategies - this deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types:
o Pioneers
o Close followers
o Late followers
 Growth strategies — in this scheme we ask the question, “How should the firm
grow?” There are a number of different ways of answering that question, but the most
common gives four answers:
 Horizontal integration
 Vertical integration
 Diversification
 Intensification

 Strategic models

Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to
form a marketing plan to pursue a defined strategy.

There are many companies especially those in the Consumer Package Goods (CPG) market
that adopt the theory of running their business centered on Consumer, Shopper & Retailer
needs. Their Marketing departments spend quality time looking for "Growth Opportunities"
in their categories by identifying relevant insights (both mindsets and behaviors) on their
target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from
changes in market trends, segment dynamics changing and also internal brand or operational
business challenges.

 Real-life marketing

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 Real-life marketing primarily revolves around the application of a great deal of common-
sense; dealing with a limited number of factors, in an environment of imperfect information
and limited resources complicated by uncertainty and tight timescales. Use of classical
marketing techniques, in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the rational
development process may be used (if at all) to screen out the worst non-runners. The design
of the advertising, and the packaging, will be the output of the creative minds employed;
which management will then screen, often by 'gut-reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to analyze and
handle the complex, and unique, situations being faced; without easy reference to theory.
This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy,
coupled with the knowledge of the customer which has been absorbed almost by a process of
osmosis, will determine the quality of the marketing employed. This, almost instinctive
management, is what is sometimes called 'coarse marketing'; to distinguish it from the
refined, aesthetically pleasing, form favored by the theorists.

THE FOUR P’S OF MARKETING

1. PRODUCT

The product is either a tangible good or an intangible service that is seem to meet a specific
customer need or demand. All products follow a logical product life cycle and it is vital for
marketers to understand and plan for the various stages and their unique challenges. It is key to
understand those problems that the product is attempting to solve. When developing a product,
you should consider quality, design, features, packaging, customer service and any subsequent
after-sales service. A product can be divided into three parts. The core product, the augmented

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product and the tertiary product. Before deciding on the product component there are some
questions which you need to ask yourself.

 What product are you selling?

 What would be the quality of your product?
 Which features are different from the market?
 What is the USP of the product?
 Whether the product will be branded as sub brand or completely new?
 What are the secondary products which can be sold along with primary (Warranty,
services)?

Based on these questions, several product decisions have to be made. These product decisions
will in turn affect the other variables of the marketing mix.

2. PRICE

Price covers the actual amount the end user is expected to pay for a product. How a product is
priced will directly affect how it sells. This is linked to what the perceived value of the product is
to the customer rather than an objective costing of the product on offer. If a product is priced
higher or lower than its perceived value, then it will not sell. This is why it is imperative to
understand how a customer sees what you are selling. If there is a positive customer value, then a
product may be successfully priced higher than its objective monetary value. Conversely, if a
product has little value in the eyes of the consumer, then it may need to be underpriced to sell.
Price may also be affected by distribution plans, value chain costs and mark-ups and how
competitors price a rival product. Pricing of a product depends on a lot of different variables and
hence it is constantly updated. Major consideration in pricing is the costing of the product, the
advertising and marketing expenses, any price fluctuations in the market, distribution costs etc.
Along with the above factors, there are also other things which have to be taken in consideration
when deciding on a pricing strategy. There are a number of considerations in relation to price
including price setting, discounting, credit and cash purchases as well as credit collection

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 3. PLACE

Place or placement has to do with how the product will be provided to the customer. Distribution
is a key element of placement. The placement strategy will help assess what channel is the most
suited to a product. How a product is accessed by the end user also needs to compliment the rest
of the product strategy

Place refers to the distribution channel of a product. If a product is a consumer product, it needs
to be available as far and wide as possible. On the other hand, if the product is a Premium
consumer product, it will be available only in select stores. Similarly, if the product is a business
product, you need a team who interacts with businesses and makes the product available to them.

4. PROMOTION

The marketing communication strategies and techniques all fall under the promotion heading.
These may include advertising, sales promotions, special offers and public relations.
Whatever the channel used, it is necessary for it to be suitable for the product, the price and
the end user it is being marketed to. It is important to differentiate between marketing and
promotion. Promotion is just the communication aspect of the entire marketing function
Promotions in the marketing mix includes the complete integrated marketing
communications which in turn includes ATL and BTL advertising as well as sales
promotions. Promotions are dependent a lot on the product and pricing decision. What is the
budget for marketing and advertising? What stage is the product in? Promotion refers to the
act of communicating the benefits and value of your product to consumers. It then involves
persuading general consumers to become customers of your business using methods such as
advertising, direct marketing, personal selling and sales promotion.

Promotions also decide the segmentation targeting and positioning of the product. The right kind
of promotions affect all the other three variables – the product, price and place. Promotions are
considered as marketing expenses and the same needs to be taken in consideration while
deciding the costing of the product. decisions of the firm. The firm needs to have a full proof
logistics and supply chain plan for its distribution. Promotion is the main aspect for marketing.
Any product that has to be advertised id done by promotion.

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CHAPTER 3

RESEARCH METHODOLOGY:

Marketing Research

Market research is for discovering what people want, need, or believe. It can
also involve discovering how they act. Once that research is completed, it can be used to
determine how to market your product.

Market research and marketing research are often confused. 'Market' research is
simply research into a specific market. It is a very narrow concept. 'Marketing' research
is much broader. It not only includes ‘market’ research, but also areas such as research
into new products, or modes of distribution such as via the Internet. Here are a couple of
definitions.

"Marketing research is the function that links the consumer, customer, and public
to the marketer through information - information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the methods for
collecting information, manages and implements the data collection process, analyzes, and
communicates the findings and their implications.

Questionnaires, focus group discussion, research design and sample size surveys
are some of the instruments for market research.

The research methodology helps the movie maker to understand the means which
would be the most effective way to reach out to the audience and to create awareness for
the film among them. They should select the proper way of communication & get the
feedback of the audience.

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RESEARCH DESIGN:

A research design is the plan, structure and strategy of investigation conceived so as to

obtain answer to research question. The research is of a combination of Exploratory and
Descriptive type and Primary data is mainly used for research.

RESEARCH TYPES:

An Exploratory research, the focus is on the discovery of ideas. In a business where

sales have been declining for the past few months, the management may conduct a quick study
to find at what could be the possible explanation the sales might have declined on account of a
number of factor such as not good movie, increased competition, or inadequate. Might they
have ineffective advertising to attract the people towards the Saawariya movie?

A Descriptive study is undertaken when the researcher wants to know the

characteristic of certain groups such as age, sex, education level, income, occupation etc.
Means how many male or female liked the Hancock.

RESEARCH INSTRUMENTS:
I prepared a structured questionnaire to collect the data and it consisted of Multiple-choice
questions, direct questions and open-ended question.
Other ways are face to face interactions, internet.

RESEARCH TOOLS:
In Quantitative tools, Statistical Package for the Social Sciences (SPSS) is used.
In Qualitative tools, unstructured questions (Open ended questions) were asked during the
survey.

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SOURCES OF DATA:
In this study the most important data collection instrument used is the questioner method.
The questioner has been designed with both open ended and close ended questions. Apart
from this, the research instrument consists of primary and secondary data collected for the
study.

Primary Data
Here first-hand information is obtained by distributing printed questioners to the
marketing executives of the company. Data was also obtained from the observation and
interviews techniques adopted by the researchers. Moreover, information was disseminated
by the departmental heads.

HYPOTHESIS

Thus from the primary data i.e. from the survey and with the data analysis and interpretations we
have proved that –

H1 hypothesis – Sony picture entertainment is viewed by most of the respondents.

H0 hypothesis – Sony picture entertainment is not viewed by most of the respondents.

Proved: based on the survey H1 is proved.i.e. many are regular viewers of Sony.

H1hypothesis – Sony Picture entertainment DVD’S AND VCD’S are affordable.

H0 hypothesis – Sony Picture entertainment DVD’S AND VCD’S are not affordable.

Proved: based on the survey the respondents showed H1 true as they find the DVD’S AND
VCD’S affordable.

H1hypothesis – customers are content with the services of Sony entertainment.

H0hypothesis- customers are not content with the services of Sony entertainment.

Proved: Based on the survey H1 is again proved right, Sony viewers are content.

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 Secondary Data
Here the information is obtained from the brochure of Sony group, books,
websites, newsletter, generals, magazines, newspaper, etc.

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CHAPTER 4

COMPANY PROFILE

INTRODUCTION

HISTORY

ORIGIN OF THE NAME

SONY PICTURE ENTERTAINMENT MOTION PICTURE GROUP

SONY PICTURE HOME ENTERTAINMENT

MARKETING MIX OF SONY PICTURE ENTERTAINMENT

SWOT ANALYSIS OF SONY PICTURE ENTERTAINMENT

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INTRODUCTION

Sony Pictures Entertainment (SPE commonly known as Sony Pictures) is the American
entertainment subsidiary of Sony Entertainment Inc., a subsidiary of Japanese multinational
technology and media conglomerate Sony. Based in Culver City, California, it encompasses
Sony's motion picture, television production and distribution units. Its group sales in March 31,
2016 has been reported to be of $8.3 billion. Sony is one of the leading manufacturers of
entertainment (motion picture and music), DVD, CD, BLUE-RAY DISK products for the
consumer and professional markets. Its name is derived from sonus, the Greek goddess of
sound.

Sony’s principle business operation includes Sony Corporation (Sony Entertainment in

the US). Sony Picture Entertainment, Sony Computer Entertainment, Sony BMG Music
Entertainment, Sony Ericsson and Sony Financial Holding. As a semi-conductor maker, Sony
among the worldwide Top 20 semi-conductor Sales Leader. The company’s slogan is Sony
like No Other.

Sony Pictures Entertainment, Inc. produces and distributes motion pictures and
television programming. It engages in the acquisition and distribution of home video;
operation of studio facilities for production services; development of new entertainment
technologies; development of entertainment products and services for broadband distribution;
and distribution of filmed entertainment. The company also offers interactive agency and
digital marketing services, including digital marketing strategy, online research, customer
relationship management, product development, and Website design and development; digital
sound formats for motion picture theatres; post production, scoring, re-recording, Foley and
ADR stages, plus screening rooms, and editing services through its post-production facilities;
and feature film clip/still licensing. Sony Pictures Entertainment, Inc. was formerly known as
Columbia Pictures Entertainment, Inc. The company was founded in 1987 and is based in
Culver City, California. As of October 31, 1989, Sony Pictures Entertainment, Inc. is a
subsidiary of Sony Corporation of America.

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HISTORY

Just after World War II in 1945 a man named Masaru Ibuka started a small radio shop
in an old bombed-out building in Tokyo, Japan. Shortly afterwards, he was joined by friend
and colleague Akio Morita. They founded the company Tokyo Tsushin Kogyo.

First, came the thought to use the initials of the company, but TKK was taken by a
Japanese railroad company at the time. Next, came the name Totsuko. It was well
received, but the American public had a difficult time pronouncing it. Morita thought of the
Atchan character and came up with the name Sony. A mix of the Latin word meaning son
and sonny (little boy) the company officially changed the name to Sony in January of 1958

In 1989, Sony acquired the American film and television production company
Columbia Pictures Entertainment, Inc. (Columbia Pictures, Tri-Star Pictures, etc.) from The
Coca-Cola Company for US$ 3.4 billion. The company was renamed Sony Pictures
Entertainment in 1991.

Sony has since created numerous other film production and distribution units, such as
creating Sony Pictures Classics for art-house fare, by forming Columbia Tri-Star Pictures (also
known as the Columbia Tri-Star Motion Picture Group) by merging Columbia Pictures and
Tri- Star Pictures in 1998, revitalizing Columbia's former television division Screen
Gems, and expanded its growth on April 8, 2005, when a consortium led by Sony and its
equity partners acquired the legendary Hollywood studio Metro-Goldwyn-Mayer in a deal
worth nearly US$5 billion.

Sony Picture Entertainment is a multinational conglomerate corporation

headquartered in Tokyo, Japan and one of the world’s largest media conglomerate with
revenue of US $88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading
manufacturers of entertainment (motion picture and music),

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ORIGIN OF NAME

When Tokyo Tsushin was looking for a Romanized name to use to market them, they
strongly considered using their initials, TTK. The primary reason they did not is that the
railway company Tokyo Kyuko was known as TKK. The company occasionally used the
acronym "Totsuko" in Japan, but during his visit to the United States, Morita discovered that
Americans had trouble pronouncing that name. Another early name that was tried out for
a while was "Tokyo Teletech" until Morita discovered that there was an American company
already using Teletech as a brand name.

The name “ Sony” was chosen for the brand as a mix of two words. One was
the Latin word Sonus which is the root of "sonic" and "sound" and the other was "sonny",
a familiar term used in 1950s America to call a boy. Morita pushed for a word that does not
exist in any language so that they could claim the word "Sony" as their own (which paid
off when they successfully sued a candy producer using the name, who claimed that "Sony"
was an existing word in some language).

At the time of the change, it was extremely unusual for a Japanese company to use
Roman letters instead of kanji to spell its name. The move was not without opposition:
TTK's principal bank at the time, Mitsui, had strong feelings about the name. They pushed for
a name such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm,
however, as he did not want the company name tied to any particular industry. Eventually,
both Ibuka and Mitsui Bank's chairman gave their approval.

27
SONY PICTURE ENTERTAINMENT MOTION PICTURE GROUP

Releases about 30 films per year.

Sony picture entertainment releasing companies, Sony Pictures Releasing (U.S.) and Columbia
Tri-Star Film Distributors International, are responsible for sales, distribution and marketing of
SPE's film product in 67 territories worldwide.

SPE's international motion picture operations include Deutsche Columbia Tri-Star in

Germany, Columbia Pictures Film Production Asia in Hong Kong and operations in the United
Kingdom, Brazil and Spain

The motion picture library is one of SPE's most valuable assets, featuring more
than 3,500 films, including 12 Best Picture Academy Award® Winners

Sony Pictures International Motion Picture Production Group is an industry pioneer in

studio supported local language production programming. The division is currently in pre or
post production on 10 films that will be distributed in countries including Germany, India,
Russia, Mexico and the United Kingdom.

For seven consecutive years between 2002-2008, films from Sony Pictures Releasing
have generated more than $1 billion in box office sales in North America as good in India, an
industry record matched by only one other studio.

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SONY PICTURE HOME ENTERTAINMENT

Sony Pictures Home Entertainment is the home video distribution arm of Sony
Pictures Entertainment, a subsidiary of Sony Corporation. It was established in 1978 as
Columbia Pictures Home Entertainment.

It is responsible for the distribution of the Sony Pictures library for home
entertainment, mainly releases from Columbia Pictures and Tri-Star Pictures, but also releases
product from Sony Pictures Classics, Destination Films, etc.

The company was formerly known as Columbia Pictures Home Entertainment (1978-1982),
Columbia Tri-Star Home Video (1991-2001), and finally Columbia Tri-Star Home
Entertainment (1999-2004), before taking on its current name in fall 2004. In some territories,
it still goes by its previous identity; however, this may not be the case for much longer.

In this category, Sony has tried to bring in new format so as to dominate the market, for example
the +emerging data storage format called Blu-ray has been launched along with the devices
which can be used to run such a latest technology.

Among the more than 3,500 film titles in Sony Picture Home Entertainment catalog are the
Spider-Man films, Men in Black, Casino Royal, the Seinfeld series and such film classics as
Bridge on the River Kwai, Dr. Strangelove and Lawrence of Arabia

There are films which had not done good business in theatre but had good business in Home
Entertainment. In this category, Sony has included home video system and accessories which
can enable the user to record various favorite movies.

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PRODUCT OF HOME ENTERTAINMENT

A Product is anything that can be offered to a market attention, acquisition, use or

consumption that might satisfy a need or want.

Product decision normally base on brand name. Functionally, Styling, Quality, Safety,
Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes
can be manipulate depending on what the target market wants. Also, customers always look for
new and improved things which are why marketers should improve existing products, develop
new ones, and discontinue old ones that are no longer needed or wanted by the customers.

So briefly Sony Product can be categorized in the following major product categories:-

These products include:

A. Blu-ray disc

B. DVD

C. VCD

30
Blu-ray Disc:

Blu-ray Disc (also known as Blu-ray or BD) is optical disc storage medium to supersede the
standard DVD format. Its main uses are for storing PlayStation 3 games, high-definition video
and data storage with up to 50GB per disc. The disc has the same physical dimensions as
standard DVDs and CDs. The Blu-ray Disc was produced by Sony Company in 2002

While current optical disc technologies such as DVD, DVD±R, DVD±RW, and DVD-RAM
rely on a red laser to read and write data, the new format uses a blue-violet laser instead, hence
the name Blu-ray. While a standard DVD uses a 650 nanometer red laser, it has the capacity
almost six times more than DVD. The format was developed to enable recording, rewriting and
playback of high-definition video (HD), as well as storing large amounts of data.

The benefit of using a blue-violet laser (405nm) is that it has a shorter wavelength than a red
laser (650nm), which makes it possible to focus the laser spot with even greater precision. This
allows data to be packed more tightly and stored in less space, so it's possible to fit more data
on the disc even though it's the same size as a CD/DVD.

Blu-ray Disc is developed by the Blu-ray Disc Association, a group representing makers of
consumer electronics, computer hardware, and motion pictures. As of June 2009, more than
1000 Blu-ray disc titles are available in Australia, 2500 in Japan, 1500 in the United
Kingdom, and 2500 in the United States and Canada. Blu-ray Disc is produced by only four
companies and Sony is one of them. Sony is the leader marketer in Blu-ray Disc; they have 80
titles order to produce in Blu-ray Disc. It cost for Rs. 1,800. Their target consumers are high
income level of people.

As part of a unique online promotion, Sony Pictures Home Entertainment had offered a "third
disc free” deal at participating online retailers. For a limited time, consumers who purchase
three Sony Blu-ray discs (from a selection of 34 total discs) will receive the third disc free.
While the deal doesn't apply to all Sony Blu-ray discs. Although the full Sony catalogue is not
included in the promotion, the high selling titles Black Hawk Down and Casino Royale are. The
consumers must choose their three discs from one of two lists-one is a collection of discs
priced at $20.84, while the other is collection of discs priced at $28.04.

31
DVD (DIGITAL VERSATILE DISC):

DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its main
uses are video and data storage. DVDs are of the same dimensions as compact discs (CDs), but
store more than six times as much data. But less than compare to Blu-ray disc. In DVD u can
have 3 or 5 movies according to the capacity of the DVD.

DVD recordable is now also used for consumer audio and video recording. Sony first
introduced the DVD Video format in Japan in November 1996.

The Sony Picture Entertainment had produced more than 3500 films in DVD. In that there
is spider-man, Quantum of Solace, Hancock, Men in black etc. The company has an
exclusive deal on the cards with Reliance Retail, which will allow it to increasing in sales of
DVDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently.
A DVD features easy editing with which you can delete unnecessary portion of the recorded
programs at any moment. When recording a program to the DVD containing other programs,
the DVD can locate the end of the last recording and start recording a new program without
leaving any blank space.

VCD’S

A Video Compact Disc (also known as VCD, Compact Disc digital video) is a
standard digital format for storing video on a Compact Disc. Video CD is a standard
developed in early 1990's that allows regular CD to contain 74 minutes of video and audio
VCDs are playable in dedicated VCD players, most modern DVD-Video players, personal
computers, and some video game consoles.

The VCD standard was created in 1993 by Sony and Philips. It was developed to
store music at the start, but later it also allowed the storing of other kinds of data. A VCD
has the capacity to hold up to 74/80 minutes on 650MB/700MB CDs respectively of full

32
 motion video along with quality stereo sound. There consumer are low income level of the
people and VCD have low capacity level then Blu-ray Disc and DVD.

Sony Pictures plans to retail VCDs and DVDs through Reliance Retail.

Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the cards with

Reliance Retail, which will allow it to sell its DVDs and VCDs.

The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it
now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty
stores for stores for books, music and movies.

33
HIT MOVIES

BOX OFFICE WINNERS

The Top 10 biggest moneymakers for the Studio include actioners and Academy
Award recipients.

Title US Release (Yr) Gross Box Office (US Earnings) in USD

Men In Black 1997Columbia This comic book adaptation starring Will

Smith and

Ghostbusters 1984Columbia The Dan Akroyd-Bill Murray-Harold

Ramis comedy remains Columbia's 2nd

Terminator 2 : 1991TriStar The Arnold Schwarzenegger-James

Tootsie 1982Columbia The film remains memorable for the

superb performance put in by Dustin

Jerry Maguire 1996TriStar Cameron Crowe's romantic comedy

Rambo : First Blood 1985Columbia The picture solidified Stallone's

As Good As It Gets 1997TriStar The film won oscars for Helen Hunt and
Jack Nicholson for best actor and actress

A Few Good Men 1992Columbia The Cruise - Nicholson military drama

34
Marketing mix

Introduction

Marketing deals with identifying and meeting human and social needs. Marketing mix is a
major concept in modern marketing and involves practically everything that a marketing
company can use to influence consumer perception favorably toward its product or services
so that consumer and organizational objectives are attained, i.e. marketing mix a model of
crafting and implementing marketing strategy.

Marketing mix is classified as: -

1. Product.

2. Promotion.

3. Place (Distribution).

4. Promotion

35
1. SONY PRODUCT

The first market mix element is Product. A Product is anything that can be offered to a market
attention, acquisition, use or consumption that might satisfy a need or want.

Product decision normally base on brand name. Functionally, Styling, Quality, Safety,
Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes
can be manipulate depending on what the target market wants. Also, customers always look for
new and improved things which are why marketers should improve existing products, develop
new ones, and discontinue old ones that are no longer needed or wanted by the customers

So briefly Sony Product can be categorized in the following major product categories: -

A. HOME VIDEO

B. THEATRE.

1. HOME VIDEO:

In this category, Sony has tried to bring in new format so as to dominate the market,
for example the emerging data storage format called Blue-ray has been launched along with the
devices which can be used to run such a latest technology. In this category, Sony has included
home video system and accessories which can enable the user to record various favorite
movies.

These products include:

A. Blu-ray disc:

In 2002 the Sony Company produced the Blu-ray Disc in market. Blu-ray Disc (also known as
Blu-ray or BD) is optical disc storage medium to supersede the standard DVD format. Its main
uses are for storing PlayStation 3 games, high-definition video and data storage with up to

36
 50GB per disc. For the first time, there was a universal standard for pre-recorded, recordable
and rewritable media.

B. DVD:

DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its
main uses are video and data storage. Sony first introduced the DVD Video format in Japan
in November 1996.

C. VCD:

A Video Compact Disc (also known as VCD, Compact Disc digital video) is a standard digital
format for storing video on a Compact Disc. The VCD standard was created in1993 by Sony and
Philips. It was developed to store music at the start, but later it also allowed the storing of other
kinds of data.

2. THEATRE:

In this category, theatre is gaining momentum in many countries as well in India

also. The film encompasses individual motion pictures, the field of film as an art form, and the
motion picture industry. Films are produced by recording images from the world with cameras,
or by creating images using animation techniques or special effects

After the completion of the films, the production department produces the film in
the print (in the form of roll or digital) and then they distribute among the theatre. For the
Spiderman the Sony picture production produce around 3500 print all over the world. There
are many theatres were they distribute the film, the theatre are IMAX, ADLABS, CINE MAX
etc.

37
Film distribution definitely is an unpredictable business and they had to walk the razor's edge.
They can’t overspend in promoting the movie, which is expecting it to earn more than its
potential. Nor can you spend less, if the movie has the potential to earn more. If you read the
market wrong, you can die in this business. It is important to have a 'grassroots model' to
understand and estimate the market. You will have to have your own distribution available at
the retail end. Otherwise the tail will wag the dog.

Our business is largely driven by the product lineup we have for the year. Typically,
2-3 movies account for the bulk of the revenues. We distributed 33 movies last year, but got
57 per cent of our revenues from just two movies. Quantum of Solace fetched us Rs.350
million while Hancock grossed Rs. 220 million. Our turnover for the year was Rs 1 billion, up
from the last year.

In the overall box office earnings, India stands in the 15th-17th position in the world.
Earlier, India used to be the 44th largest revenue contributor for Sony Picture Entertainment.
But in terms of profit earnings, India compares poorly because of high tax structures.

The media has become much more fragmented. It has become extremely
complicated and much more expensive to launch a movie. The costs are going up, but revenues
are not jumping as much. They had to face with the reality today that eyeballs are being
distributed across TV, home video and a slew of movies that get launched frequently. They
have knowledge of the centers where underreporting (sales of ticket) is the maximum. There
is very little they can do. They take a fixed amount from multiplexes.

SONY PLACE (DISTRIBUTION):

Decision with respect to distribution channel focus on making the product available in
adequate quantities at place where customers are normally expected to shop for them to
satisfy their needs. Depending on the nature of the product, marketing management decides to
put into place an exclusive, selective or intensive network of distribution, while selecting the
appropriate dealers and wholesalers.

38
 Sony being the company which position itself as a seller of durable and high end
products, it is products from the selective dealer i.e. SONY WORLD. Apart from this there are
grey markets in India and other countries where a practice of intensive market coverage is
practiced and the products in these kind of markets normally do not possess all the feature and
benefits which Sony offers example warranty and guarantee

Sony India has its footprint across all major town and cities with a distribution network of
over 7000 channel partners, 260 Sony outlets and 21 direct branch locations.

In India, Sony has used the method of one-level distribution channel. This means that,
customer by their Sony product from the retailer recognized by Sony and these retailers buy
product directly from the company itself.

SONY PROMOTION :

Promotion is a key element of marketing program and is concerned with effectively and
efficiently communicating the decisions of marketing strategy, to favorably influence target
customer’s perceptions to facilitate exchange between the marketer and the customer that may
satisfy the objective of both customer and the company.

A company’s promotional efforts are the only controllable means to create awareness among
publics about itself, the products and services it offers, their features and influence their attitudes
favorably.

Sony India will spend Rs.200cr in this financial year on advertising and promotion (promotional
Budget) of the entire range of customer electronics, out of which Rs.60cr will be spent only on
Home Video, Theatre.

39
The major elements of promotion mix include advertising, personal selling, sales promotion,
direct marketing and publicity. Sony Picture Entertainment has used all of these marketing
communication mix elements.

Advertising:

Advertising is any paid form of non-personal mass communication through

various media to present and promote product, services and ideas etc by an identified sponsor.

So far, Sony has advertised its product through many different ways and media.
Through TV we have seen different advertisement of its products such as Spiderman, Hancock
etc. Sony also advertises its product by targeting those favorable television programs like
sports, services and also it has its own channel called Sony TV Channel.

Through internet and newspaper like Times of India, Sony was advertised a wide
range of product its offer to its customers. And also through posters a message has been sent to
a lot of people to be aware of the picture which Sony produced.

Sony also uses direct – response advertising. This is type of advertising that encourage
the consumer to respond either by providing feedback to the advertiser or placing the order
with the advertiser either by telephone, mail or the internet. Such is done through direct mail or
catalogues.

Sales Promotion:

Sales promotion is a marketing discipline that utilizes a variety of incentive

techniques to structure sales – related programs targeted to customers, measurable action or
response for a product or service.

Sales promotion for example includes free samples, discount, rebates, coupons, scratch card,
exchange offers, early bird prices etc. Sony Pictures plans to retail VCDs and DVDs through

40
Reliance Retail. Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the
cards with

Reliance Retail, which will allow it to sell its DVDs and VCDs.

The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it
now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty
stores for stores for books, music and movies.

RECENT MARKETING TECHNIQUE USED BY SONY:

Following Sony Pictures Entertainment’s 360-degree Snapchat push for horror flick Don’t
Breathe, The Drum caught up with the studio’s digital lead to find out more about its social
strategy, and why there’s still a place for the classic movie trailer.

Like many brands, Sony Pictures Entertainment is turning to Snapchat. Just few days back, the
studio was first out of the gate with the messaging app’s shiny new 360-degree ad format – but
far from being a gimmick the move should be seen as a solid indicator of the movie giant’s
long-term social plan.

With over 10bn daily video views and counting, it’s little wonder that Snapchat is high on
Sony’s agenda, but internationally the studio is also betting big on influencers, YouTube and
Instagram according to its international digital marketing vice-president Aaron Wahle.

“We’ve had a great relationship with Snapchat since the early days,” Wahle told The Drum,
adding that there was no formal deal for the Don’t Breathe 360-degree campaign, but that the
LA-based messaging app simply approached Sony with the new format and the movie giant
“thought it would be a great way to do it.”

“Obviously Snapchat has our core audience on hand every single day,” added Wahle, “its
eclipsing Twitter – which we don’t advertise on so much anymore – so it’s a really great way to
get in front of the eyeballs we need to get in front of. Just right time, right place.”

41
A picture is worth a thousand words

It would appear that Sony Pictures isn’t the only company pulling ad spend from Twitter and
investing it into newer platforms like Snapchat and Instagram.

But whileTwitter isn’t the main priority now, Wahle assured that it has long-term role to play.
“When it comes to the big social networks - like Twitter, Facebook, Instagram, Snapchat and
Weibo, we always have to change our tactics. "Right now, we’re noticing that our spend on
Twitter isn't as high as other periods but we know that will change. We know that in order to
deliver great content, we need to be firing across all platforms across the web - it's not just
about delivering on one channel."

SONY PRICE:

Pricing decision is almost always made in consultation with marketing

management. Price is the only marketing mix variable such as dealer price, retail price,
discounts, allowances, credit term etc influence the development of marketing strategy, as
price is a major factor that influence the assessment of value obtained by customer.

Customer directly relate price to quality, particular in case of products that are ego
intensive of technology based. Sony being a company which emphasizes product quality,
it tends to sell its products with price range from moderately- high to high prices, depending on
the use and targeted customers.

Sony Picture Home Entertainment (SPHE) is also bringing the Blu-ray Disc
technology to India, and is reportedly pricing the discs at Rs. 1,800.

Being a late entrant in case of VCD, the company has chosen to use a low
margin strategy to increase volumes in the home entertainment market. In fact, it aims to make
home entertainment VCDs cheaper than movie tickets (upwards of Rs 50), cheaper than
pirated discs (Rs 80-100) and even cheaper than renting a VCD (Rs 50 for a new release).

42
 SWOT ANALYSIS

There are many ways of analyzing a business. Perhaps one of the best ways to do this is by
creating a SWOT – that is, Strengths, Weaknesses, Opportunities, and Threats -- analysis. This
sheds light on the good and bad points of a business in terms of its strengths and weaknesses,
which are mostly internal in nature; as well as opportunities and threats, which are external in
nature.

Here is a SWOT analysis of Sony Corporation

Strengths
 Sony has built a brand. This is highlighted by the fact that the company was tagged in a 2011
survey as Asia's most valued brand.

 The company is synonymous with technological excellence and has a rich heritage of
technological expertise. Besides creating the Trinitron Color television, VCR, and Walkman,
the company helped develop the magnetic recording tape, the compact disc, and the Blu-Ray
disc, used today as a medium for high-definition video playback. Its latest innovation,
a Crystal LED television, was well received at the Consumer Electronics Show in Las Vegas.
 Out of all its products at present, Sony's success with the PlayStation is most noteworthy -- it
has been successful since inception, and still sees tremendous consumer demand.

 A strong foothold in the entertainment industry with Sony Music and Sony Pictures has been
beneficial to the company by offsetting losses in its consumer-products division.

Weaknesses
 The high cost of media production, especially in its television business, has affected the
company's pricing strategy. Its television business has lost an equivalent of $6.3 billion for
eight years in a row. It's also losing market share to manufacturers, such as LG and Samsung.

 While diversifying into too many business segments, the consumer electronics giant has
shifted its focus from its core competency -- making great consumer-electronic products. This
has resulted in a distortion in Sony's brand. Apple, which is also in the consumer electronics
space, has managed to focus on just a few products, build competency, and make them
incredibly successful.

43
 Opportunities
 The company can take advantage of its movie and music business along with its experience in
the gaming space to deliver value-added content to support and integrate its product line. It
has talked about doing this with a four-screen strategy, which looks like a good concept.
 The company lately bought off its entire Sony Ericson joint venture. This should give Sony
the opportunity to act independently and innovate in the booming smartphone and tablet
market.

 The company has the opportunity to enter the healthcare-imaging sector in a significant way
through a possible acquisition of a 30% stake in Olympus.
Threats
 Sony faces price competition from competitors such as Samsung and LG, who are gaining
traction with lower-cost products such as televisions and mobile devices.

 If rumors are to be believed, Apple can give a tough time to Sony by introducing its own
version of the television, Apple TV. Moreover, Apple is seeing a significant appreciation in its
brand value compared to Sony on a global basis, according to Interbrand's Rankings.

 Sony's online network faces threats from hackers. The company's Playstation network was
hacked, resulting in leakage of customer information, such as credit-card data.

44
CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

BASED ON SURVEY:

FINDINGS:

Q.1 Are you a viewer of Sony picture entertainment?

60%

YES
40%
NO

OPTIONS RESPONDENT
YES 60
NO 40

It shows that 60 % people are viewers of Sony h And 40% people don’t watch Sony.

45
Q. 2 By which Medium you come to know about Sony?

5%

20%
Advertisement
Family Member
15% 60%
Friends/Relative/Neighbour

Other Source

OPTIONS RESPONDENT
ADVERTISEMENT 60
FAMILY MEMBER 15
FRIEND/RELATIVE/NEIGHBOUR 20
OTHER SOURCE 5

It shows that 60% of people know about Sony through Advertisement,15% through Family
Member ,20% through Friends/Relative/Neighbors And 5% through Other Sources

46
Q. 3 Have you seen any Sony ad?

10%

90%

Yes No

OPTIONS RESPONDENT
YES 90
NO 10

It shows that 90% of people have seen Sony Ad and 10% people have not seen Sony Ad

47
Q. 4 Which advertisement feature influenced you most in a particular Ad?

10%
30%
20%
Concept/Message

Logo/Slogan
Picturisation
40%
Overall

OPTIONS RESPONDENT
CONCEPT/MESSAGE 30
LOGO/SLOGAN 40
PICTURISATION 20
OVERALL 10

It shows that 30% people were influenced by Concept/Message,40% people were influenced by
Logo/Slogan,20% people were influenced by picturisation and 10% people were influenced by
the Overall ad.

48
Q. 5 How do you like to evaluate the marketing of Sony?

15%
40%
Impressive

Satisfactory

45% Unsatisfactory

OPTIONS RESPONDENT
IMPRESSIVE 40
SATISFACTORY 45
UNSATISFACTORY 15

It shows that 40% people say Marketing of Sony was Impressive,45% said satisfactory and 15%
said it unsatisfactory.

49
Q. 6 What makes you recall Sony?

15%
35%
Logo/Slogan
20%
Message

Presentation of Ad
30%
Model/Celebrity

OPTIONS RESPONDENT
LOGO/SLOGAN 35
MESSAGE 30
PRESENTATION OF AD 20
MODEL/CELEBRITY 15

It shows that 35% of people recall Sony by its Logo/Slogan,30% by Message,20% by

Presentation of Ad and 15% by Model/Celebrity.

50
Q.7 Do you still prefer buying Sony DVD’S AND VCD’S?

35%

Yes
65%
No

OPTIONS RESPONDENTS
YES 65
NO 35

It shows that 65% of people would prefer buying DVD’S & VCD’S of Sony and 35% Don’t.

51
Q.8 Does the advertisement reflect the actual movie that you watch of Sony picture
entertainment?

15%

Yes

No

85%

OPTIONS RESPONDENTS
YES 85
NO 15

It shows that 85% of people say that the advertisement reflects actual movie and 15% say No.

52
Q. 9 Based on the price range what impression do you carry of Sony DVD’S & VCD’S?

30%
40%
Economical

Costly

30% Neither Economical nor Costly

OPTIONS RESPONDENTS
ECONOMICAL 40
COSTLY 30
NEITHER ECONOMICAL NOR COSTLY 30

It shows that 40% people found the price range as Economical,30% found it costly and 30%
found it Neither Economical nor Costly

53
Q.10 Are you content with the service of Sony picture entertainment?

80%

Yes

No
20%

OPTIONS RESPONDENTS
YES 80
NO 20

It shows that 80% of people are happy with the service of Sony and 20% people are not happy.

54
SUGGESTIONS

 Company should constantly get innovative in advertising its brand name, mainly focusing
on Value it will bring to the customer after they use the product & service.
 Company can use some of the marketing tactics like distributing free key chain, calendar,
t-shirts of the brand for making brand popular among people.
 There can be more advertisement to be done through local newspaper and cable TV ads
to make consumers aware about Sony picture entertainment.
 Company should improve the services that they provide as it is the main factor for the
customer satisfaction.
 Sony should use all the social media platforms like Facebook, twitter, snapchat more
efficiently and make sure that they are all the time active to engage with the customers.
 Advertisements of the company’s movies, DVD’S, VCD’S should focus on quality and
main features.
 Proper Segmentation should be done and accordingly marketing strategies should be
planned for premium products.
 Welcome call as well as follow up call will help the company to maintain customer
relationship; hence the company should focus on such softer these aspects.
 Establish a platform for customers to interact more efficiently to get their appropriate
feedback and to make sure the pictures and entertainment provided to the customers is as
per their expectations.

55
 CONCLUSION

 With respect to the above study and the findings thereby are that the company has
definitely entrenched into all the markets.
 With few more concerted efforts, the said organization needs to enter the rural market in
order to completely establish itself all over.
 Customer Service and Satisfaction are of utmost important in this highly Competitive
market
 Value Proposition should be created in the eyes of the customer to gain Loyalty which
will in turn help to sustain and be a Leader in the Market.
 Constant Investment in R&D will help an Organization to get Innovative and imaginative
ideas in the market and in turn lead to higher Customer Satisfaction.
 Brand Recall and brand satisfaction is of utmost importance and the Company should
make efforts to increase the same

56
 ANNEXURE

QUESTIONNAIRE FOR CONSUMER RESPONSE

PROJECT TOPIC: - “MARKETING STRATEGIES OF SONY”

QUESTIONNAIRE

PROJECT TOPIC: - “MARKETING STRATEGIES OF Sony Picture Entertainment

RESPONDENT PROFILE

Sex: - Male [ ], Female [ ]

Age Group: - 15 to 25 [ ], 25 to 35 [ ], 35 to 45 [ ]

45 to55 [ ], 55 and above [ ]

Q. 1 Are you a viewer of Sony picture entertainment?

Yes [ ] No [ ]

Q. 2 By which Medium you come to know about Sony?

57
 Advertisement [ ]

Family Member [ ]

Friends/Relative/Neighbor [ ]

Other Source [ ]

Q. 3 Have you seen any Sony ad?

Yes [ ], No [ ]

Q. 4 Which advertisement feature influenced you most in a particular Ad?

Concept/Message [ ]

Logo/Slogan [ ]

Picturisation [ ]

Overall [ ]

Q. 5 How do you like to evaluate the marketing of Sony?

Impressive [ ], Satisfactory [ ]

Unsatisfactory [ ]

Q. 6 What makes you recall Sony?

Logo/Slogan [ ]

Message [ ]

58
 Presentation of Ad [ ]

Model/Celebrity [ ]

Q.7 Do you still prefer buying Sony DVD’S AND VCD’S?

Yes [ ], No [ ]

Q. 8 Does the advertisement reflect the actual movie or series that you watch?

Yes [ ], No [ ]

Q. 9 Based on the price range what impression do you carry of Sony DVD’S & VCD’S?

Economical [ ], Costly [ ]

Neither Economical nor Costly [ ]

Q.10 Are you content with the Services of Sony picture entertainment?

Yes [ ], No [ ]

59
WEBLIOGRAPHY

 https://en.wikipedia.org/wiki/Sony_Pictures_Entertainment
 https://www.linkedin.com/company/sony-pictures-entertainment
 https://en.wikipedia.org/wiki/sony,_Inc.#Headquarters
 http://www.wikinvest.com/sony/International_Markets
 http://www.sonypictures.com/corp/management.html
 http://www.sonypictures.com/corp/management.html
 www.google.com
 www.sony.com
 www.sony.inc.in

BIBLIOGRAPHY

 Marketing Management
 Special Studies in marketing
 International Marketing Management

60