Sony Marketing Mix

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Marketing Mix of Sony analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Sony marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Sony Marketing Mix:


Sony is one of the leading consumer electronics brands in the world. Sony provides both goods and services. Sony has got a wide variety of offerings in its marketing mix product strategy. Under the gamut of services, it provides financial services, insurance, banking, credit finance and advertising agency. Sony products involve consumer electronics, video games, hardware and mobile phones. PlayStations are the market leader in the segment of gaming devices around the world. It also has Sony Interactive games other than the PlayStation. Sony has the following business units: audio (Walkman series), computing (VAIO laptops), photography & videography, semiconductor, mobiles, interactive entertainment (games). Sony Pictures Entertainment is the film production unit. Sony Pictures has produced movies like Karate Kid and Men in Black 3, also Spider-Man. Sony Music Entertainment records music and is the at the second number I its field. The international music artists that have recorded with Sony are Michael Jackson, Usher, Akon, The Beatles, etc.

Image: pixabay


Sony has products for all segments of buyers. Sony has lower priced goods, medium and expensive goods. It follows a multiple approach towards different types of consumers. Sony, being an electronics company, price skimming strategy in its marketing mix works. As a new product is launched with cutting edge technology Sony charges outrageously for the same to capture the initial high returns, then slowly reducing the price. The decrease in the price boosts the sales of the Sony product. Other competitors tend to catch up over a small period, therefore it is important to understand what all channels we’ll keep using which ones to change. Sony charges a premium for its exquisite sound quality experience. Sony had priced its laptops in medium segment. Whereas the gaming consoles are in the expensive category. This multiple dimension strategy helps Sony cover all sorts of customers.


Sony brand is present all across the globe. Sony follows the following types of distribution:

• Sony Stores

• Dealership stores

• Online stores

Sony stores are dedicated stores of Sony with only products of Sony at display. These stores have dedicated personnel to answer any queries regarding all products of Sony. It has a strong workforce of 123500 employees behind the processes in Sony. Any model can be made available through these stores as they are in direct touch with manufacturing part of Sony, so based on orders received machines can be made available given some lead time. Dealership stores on the other hand have multiple brands present along with Sony. Depending on the sale forecast a dealer buys products from Sony to sell in his store. Sales are considered when the dealer takes over the risk of ownership of those products. Last but not the least, online stores have great potential due to the ease of ordering and delivery. Though more efforts for ease of payment and reducing order cycle will give impetus to online stores.


Sony is an aggressive marketing company. In its promotional strategy in its marketing mix, Sony uses all media like TV, print, online ads, billboards etc to advertise. Sony positions its brand on the quality of their goods and services. They target the mind-set of the consumers in a manner to create a brand equity for their products. For example, when it comes to music related gadgets Sony is the first name that comes to the minds of the consumers. Sony also during festivities slash down prices, give discounts to boost slumped sales. In India, Sony company had actresses like Kareena Kapoor to convey the beautiful finish of Vaio laptops and make it trendy in the young generation. For mobile phone like Sony Xperia, Katrina Kaif advertised their product. Thus it can be deduced that Sony employs a lot of celebrity endorsements for its brands. Hence, this covers the marketing mix of Sony Corporation.

About Sony Corporation:

Sony Corporation is a Japan based multinational group of companies bases in Tokyo. Sony was set up as an electronics store by Masaru Ibuka. It went to produce the first tape recorder. The name Sony was adopted in 1958. Over seventy years of this company, Sony has grown to become a household name for all customers around the globe. Sony diversified into gaming, music and film production. The current CEO is Kazuo Hirai.


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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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