Sony has the advantage of being the world’ s fifth-largest conglomerate with a worth of $77.2 billion. Sony has six branches that are Sony Pictures Entertainment (SPE), Sony Music Entertainment, Sony Computer Entertainment, Sony Ericsson, and Sony Financial (Suriya, 2011). SPE and Sony Pictures Home Entertainment (SPHE) had issues with marketing because they had scattered marketing material. SPE has a huge digital library that contains all the marketing material and this library is a repository for marketing teams of SPE globally. This has increased the pace of servicing, distribution, approval related to entertainment marketing.
SPHE has marketing teams that are assigned the task of supplying marketing material to over 60 areas. The time to market products is decreasing because of competition and so SPHE has to make sure that in a short span of time, it is able to reach customers by marketing effectively. There is a whole marketing body at SPHE which includes its marketing pros, agencies and printing companies and these are locating globally to provide integrated marketing (Locke, 2007). In 2009, Sony started its integrated marketing campaign to promote Sony as a leader in terms of quality.
Sony uses its quality factor to differentiate itself from its competitors and establish a particular brand image. This helps consumers in decision-making at retail outlets and they end up buying Sony products because of its quality. Sony is confident that consumers tend to link quality with the name Sony and so using ‘ quality’ as a tool to reach consumers is effective and fruitful for Sony. There is also a fact that quality is the first thing that consumers look for in consumer electronics and quality affects a consumer’ s purchase decision regarding electronics.
Under the integrated marketing campaign, Sony also hired a panel of celebrity experts as its brand ambassadors to guide consumers regarding its products at retail stores. These panelists or brand ambassadors educate consumers about Sony’ s products, why they should buy them and what makes them different from competitors’ products.
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