Get the Sony Style - a case study on Sony`s marketing, branding and advertising strategies

Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: excellent (A), Maastricht University, course: Advertising: Marketing Communications of Brands, language: English, abstract: This paper investigates the ways in which Sony defends its leading position as a global player. In particular it is looked at their brand management as well as marketing and advertising strategies. Since Sony integrates so many diverse brands and products, it must have a unifying overall marketing strategy. This paper explores the general strategy and potential marketing trends that the company may chose to pursue in the near future. In order to look at all these issues in detail, the paper is divided into four main sections: market analysis, brand management, marketing strategies and advertising. The first section gives a brief overview of the market situation, forecasts and Sony's global performance. The second one gives an overview of the brands and products as well as the market segments they target. The third section explores Sony's marketing strategies in more detail, giving examples that illustrate their effectiveness. The last section then evaluates one of Sony`s less effective advertising campaigns and gives advice for improvement using the MECCAS model.