Analysis of Sony Experia Mobile Market - Essay Example

? Analysis of Sony Experia Mobile Market? [Institute’s Executive Summary The brand analysis of the Sony Xperia brand (Sony, ) is based on the recent launching of the exclusive marketing campaign of the flagship brand of Sony mobile communications. The brand has launched with exclusive marketing campaigns to target the smartphone consumers in the competitive market. The report evaluates the overview of the market industry, key players and its competitive influence over the market. The main content of the report will focus on the marketing techniques and marketing mix (McGrath, 2000, pp. 39-48) for promotion and activation of the brand worldwide. It further discusses the market positioning and targeted segments of the market for its launch of S, P, U and Z segments in the smartphone market. It further classifies and explains the impact of aggressive marketing techniques and campaign promotion of the brand itself. The report also highlights the evaluation report on the smartphone itself and its effect on the consumer smartphone market. Company Overview Sony Ericsson (Sony, 2013) has a great impact on the environment and the society with its commitment to innovation and improvement in its smartphones. It tends to follow a holistic approach evaluating three-dimensional approach to sustainability, such as economic, environmental and social aspects, thus enabling the triple line bottom thinking of the company. Sony Ericsson (2013) is the leading international mobile phone manufacturer in the world with wider market that facilitates innovative mobile technology. It attributes towards the development and design, manufacturing and economies of sales of electronic devices and equipment. It is also engaged in the production and distribution of motion pictures, home entertainment, recorded music labels and other television and financial products. Its primary manufacturing facility is located in Asia and have broader sales network in approximately 200 countries worldwide (Gow, 2006, pp. 20-28). Its primary market is in Japan, United States and Europe but is also renowned and reached its target market worldwide (Sony, 2013). Sony Experia – Overview Sony Ericsson launched its first handset in 2008 with an expectation to give the market a huge competition and the company would start a flagship line in the industry. It includes Xperia NXT, Xperia S, P and U series (Sony, 2013) that are all targeted towards different concentrated market affordable and reachable to the mass audience. The new range of the Xperia smartphones is sought to capture the major audience and the league of the smartphones all over the world (Sony, 2013). The smartphones will address to a larger market and will be suitable to customers’ form all walk of life. It also emphasized that each smartphone will have its one distinctive quality and personality that will distinguish it from the crowd (Millett, 2012). The Xperia S will be a high-end smartphone while Xperia P is slightly smaller than S and comes with the White Magic technology that relishes that device can be viewed in the direct sunlight too. It is reachable to the masses at affordable prices. Lastly, Xperia U is the least expensive smartphone in its kind and is not only affordable but user friendly smartphone equipped with the latest technology and apps reachable to low end to high end classes worldwide (Sony, 2013). Market Industry The market is very competitive and volatile (Aaker, 1997, pp. 347-356) with high end to low end players in the smartphone leagues. Its major key players are Blackberry, HTC, Samsung, and Nokia smartphones. The industry is experiencing continuous growth and expansion with various new competitors in the market explicating more sophisticated devices every day. The smartphone industry is known for its competitive and memorable advertising campaigns and launches. The industry is full of creative minds with competitive marketing campaign pouring in the market that could capture the attention of the customer’s attention for any new series of Android smartphones (Millett, 2012). The Xperia brand tends to make a major impact on its consumers at large thus positioning the brand and phone in its league of its own by delivering excellent communication and entertainment through upgraded Android platform (Sony, 2013). Market Segmentation The Xperia launched into the market with a storm targeting the high-end market to the mid ranges by attracting millions of consumers worldwide. It was an attractive offer for the smartphones users as Xperia not only defined the class and personality trait of the upper class but it also catered the low-end class with its mini Xperia attributing value for money (Millett, 2012). Xperia U and P were budgeted smartphones that has targeted not only the low-end class but have been a better value for money phone for the masses worldwide. The Xperia S and Z is a class apart as it targets the high-end class aged between 25-40 years who would like to utilise a smartphone with a higher quality camera and appreciates the technology duo in the phone. It has the fastest processing system, with qualitative and chic design to capture the hearts of the masses and people who want to spend on a phone that gives them a class apart from the rest in the crowd. The only segment that Xperia might have missed is targeting the mothers with young children who would like to value a phone that is electrical and water proof unlike the white magic technology that exhibits the users to use the phone in the direct sunlight (Millett, 2012). The launching of Xperia brands in 2011 marked its official launching into the mass market. The market is targeted for Android users, as it creates a wider market share in the market for the App users as well (Stawart, 2012, pp. 15-29). It can be integrated on Sony tablets and laptops to games console making it reachable to everyone in the crowd. The integration within its products and operating system can create economies of sales and market boost for Xperia brand and can give genuine competition to the market (Millett, 2012). Market Target The targeted market of Xperia implicit against the powerful ally of smartphones for instance Nokia Lumia 920, Blackberry Z10 and HTC Butterfly. It would be the premium segment of the Xperia brand (Millett, 2012). The target market ranges according to the smartphone introduced by the Xperia brand. U & P series will be targeting 15-20 years while S, Z and other brands will be targeting the higher end crowd of 25-45 years and above (Millett, 2012). The younger crowd is targeted for having easier access and well-defined social platform such as social networking etc (Millett, 2012). The crowd age above 25 years will be targeted to facilitate a better professional and business application smartphone, which will also be beneficial for users to plan market and socialise with their peers and colleagues (Millett, 2012). Market Positioning The market positioning (Lamb & Hair, 2011, pp. 20-45) of the Xperia brand is high end as mainly it caters towards the crowd aged aver 25 years old and above (Russell, 2012, pp. 10-22). It determines that its class apart with a standard that implicit dual core processors and Android 2.3 Gingerbread power. It also values the value for money factor by making it affordable to the masses (Parsons, 2012). The market is strong and highly competitive and Xperia is positioned as a high-end brand for the masses. It will also endeavour strong marketing campaign, retail branding and launching Z series as the superior smartphone in its league. It will demonstrate superlative picture quality, durability for its users in the smartphone. The flagship brand of Sony is positioning a high end crowd in the market with its impressive technology, chic and smart look which will be complete suite for all the consumers worldwide ( Parsons, 2012). Market Mix The marketing mix (Kotler, 2008, pp. 50-71) will enable the brand’s market position and its marketing strategy that will be followed by the Marketing 4Ps as discussed below: 1. Place: It will be an immense rollout in the market worldwide and reachable to all the reputed and integral retailers and distributors. The smartphone will be available at all the major cell phone providers and official Sony Ericsson store for free (Parsons, 2012) demonstrations for its valued consumers. It will also be available at all the online store platforms for all the computer savvy users to book their orders online. The Sony Ericsson stores will be displaying the release worldwide on its online website. It will also be available for the users to interact with the smartphone physically at the store display. The Xperia Z and S are available in 60 countries worldwide whereas its top market users are from Japan, India, Europe and South East Asia. The U.S market is also a major market for the Sony Xperia brand and will be launched sooner with a wider market campaigns (Parsons, 2012). 2. Product: The product is outclass with HD class display, 4G wireless technology, high quality camera and advanced microprocessor and Android processing system makes it a wonderful choice for all the smartphone users worldwide. It unique features not only differentiate it from the other phones in the Sony smartphone brand but it also comes with a three year optional customer care warranty unlike Sony’s other products. The unique feature of the entire Xperia feature is HD display screen that is dust and water-resistant. It will be beneficial for all the users who do not want to lose their phone due to any damage caused by dropping phone in water. It will also support live video streaming app that will be compatible with TV channel networks. The Xperia buyers will have a competitive advantage over features and price over the competitive market (Parsons, 2012). 3. Pricing: The pricing is ensured to target the higher-end consumers, therefore S and Z series are ranged under semi-expensive smartphones, as they are advanced and have a stylish personality of the users as compared to its other league brands. The P and U series are targeted at a cheaper price than its successor as they cater for the low-end crowd. The limited edition Xperia phones for professional use will be marketed at special higher prices to target the professional crowd for its versatile features and usage. The market dominance (Keegan, 2009, pp. 28-38) is established with semi- expensive prices that implicit that over all affordable and lower prices are catered to its smartphones so that it can be reachable to everyone in the crowd in shorter span of time (Parsons, 2012). 4. Promotion: An aggressive marketing campaign will be done to roll out the Xperia brand smartphones in the market. Television commercials, print campaigns, digital campaigns and other integral media platform will be used to market the launching of the new smartphones of the Xperia brand. The advertising will be regularly done to maintain and create awareness in the public at large. It will also be done excessively on the social media website, such as Facebook pages that will be a massive channel to reach worldwide audience with its teasers and short videos. The promotion will also cater with associating the Sony Ericsson music lineage with the Xperia brand too that will not only entice the younger crowd but will benefit the sales in the first and second year of its launches. It will also focus its promotional campaign with its HD TFT screen quality i.e. dust and water resistant functionality (Parsons, 2012). Communication Strategy To reach out to the masses, it is important to market the Xperia brand among its targeted age group (Lamb & Hair, 2008, pp. 25-43). The positive brand awareness should be integral part of its communication strategy from making it to a cool brand among the younger lot and business cool in the upper end class for its distinctive usage. It will focus on the next generation campaign of smartphones among the higher end crowd that will facilitate all the features efficient for the business and professional users. It will also be beneficial to introduce custom phones in the Xperia brand specifically in the Z and S series that will caters for individual distinctive personality. The platform can be provided on the Sony Ericsson website itself (Khullar, 2012).  Advertising objectives The launch will be marketed as a strong marketing campaign throughout the world as it tends to drive higher sales margin from the brand. The senior marketing executives tends to attributes a higher marketing to the Xperia brand smartphones to reach up to larger audiences. It will be supported by celebrity endorsements, television and public displays, road shows and effective marketing strategies that demonstrate the audience with the phone before its launch (Mobile please blog, 2012). Sales promotion objectives The strong advertising campaigns will demonstrate strong sales promotion techniques as it will be promoting the phone from store displays to electronic media, from road shows to public interferences with the smartphones itself. It will result in driving higher sales margin in its targeted segment (Parsons, 2012). Direct marketing objectives This will endeavours as celebrity endorsements in its marketing campaign that will not only enhance the brand equity of the Xperia series but will also entice the consumers to interact with the smartphone itself. For instance its launch in India, the marketing strategy to attract its customer base and integrate the phone to the masses, A Bollywood famous face Katrina Kaif endorsed the Z series explicating the chic and stylish personality traits to the product (Millett, 2012). Evaluation The brand Xperia has done remarkably since its launch and has encountered lesser problems as compared to any other smartphones. It is a flagship device of the Sony Ericsson brand, which is powered with the Android 4.0 Ice cream Sandwich operating system, approximately 1GB Ram and duo core processing system. The best feature in its league is its 13 MP camera that explicit the brand’s premium quality photo imaging and video streaming quality, which rules its competitive edge over the market. The Xperia series is not cheap but target semi-expensive category that is modest for its asking price as compared to the expensive duos such as IPhone 5 and Samsung Galaxy S3. The handset is slimmer and weight only 139g, which makes it lighter in weight slimmer enough to be slipped in the pair of jeans or inner pockets without any substantive bulge. It has as strong and aggressive marketing campaign as never seen by any other brand of the Sony Ericsson family and therefore it has captured a larger audience with its celebrity endorsements, retail and store marketing, advertising and digital marketing techniques (Bowman & Gatignon, 2010, pp. 57-66) all over the world. The phone’s external display and back is oh higher quality as it has a non- replaceable back, which means the slimmer it is the harder it is to replace battery in the phone. The power facility is well built as it implicit built in chassis of light thin, sleek and handy. It can be an excellent choice for its chosen targeted market as it will be a best value to money choice for a smartphone bargain and the brand endorsed by the company is worthy enough (Parsons, 2012). References Aaker, J. L. 1997 “Dimensions of Brand Personality.” Journal of Marketing Research. Volume 34, Issue 3, pp. 347-356. Bowman, Douglas and Gatignon, H. 2010. Market Response and Marketing Mix Models. Now Publishers. Gow, Gordon A. 2006. Mobile and Wireless Communications. McGraw-Hill Professional. Keegan, Warren J. 2009. Global Marketing. Pearson Education. Khullar, Arshiya. 2013. Sony launches Xperia Z in India: Ups marketing budget to 300 crore for FY 13. Retrieved on March 24, 2013: http://pitchonnet.com/blog/2013/03/08/sony-launches-xperia-z-in-india-ups-marketing-budget-to-rs-300-crore-for-fy13/ Kotler, Philip. 2008. Principles of Marketing. Pearson Education. Lamb, Charles W., Hair, Joseph F. 2008. Marketing. Cengage Learning. Lamb, Charles W., Hair, Joseph F. 2011. Essentials of Marketing. Cengage Learning. McGrath, M. 2000. Product Strategy for High Technology Companies. London: McGraw-Hill. Millett, Carol. 2012. ‘Sony Storms Charts with new Xperia’. Mobile Magazine. Retrieved on March 24, 2013: http://www.mobiletoday.co.uk/News/20554/sony_storms_charts_xperia.aspx Mobileplease blog. 2012. The New SonyXperia range of smartphones. Mobile please blog. Retrieved on March 24, 2013: http://blog.mobilesplease.co.uk/the-new-sony-xperia-range-of-smartphones/ Parsons, Jeff. 2012. ‘Sony Xperia T review. TechRadar. Retrieved on March 24, 2013: http://www.techradar.com/reviews/phones/mobile-phones/sony-xperia-t-1093680/review Russell, Jesse. 2012. Sony Ericsson Xperia X8. Book on Demand. Sony. 2013. ‘Sony Mobile launches new global Xperia Marketing campaign inviting consumers to experience the best of Sony in a smartphone’. Sony Mobile Communications. Retrieved on March 24, 2013: http://blogs.sonymobile.com/2013/02/26/sony-mobile-launches-new-global-xperia-marketing-campaign-inviting-consumers-to-experience-the-best-of-sony-in-a-smartphone/ Sony. 2013. Home Page of Sony Mobile. Retrieved on March 24, 2013: http://www.sonymobile.com Stawart, Delmar T. 2012. 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