dikshant's project (2)

8/8/2019 dikshant's project (2)

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By

Name Dikshant Sharma

Enrolment (In BBA 3rd SEM) - 07014701709

Under the Supervision of

Dr.M.K.Bhat

Maharaja Agrasen Institute Of Management Studies(Affiliated to GGSIPU)

Kashmere Gate, New Delhi


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STUDENT DECLARATION

This is to certify that I have completed the Summer Project titled Marketing of SONY

under the guidance of Dr.M.K.Bhatt in partial fulfillment of the requirement for the

award of Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of

Management Studies, Delhi. This is an original piece of work & I have not submitted it

earlier elsewhere.

Date: Signature:

Place: Name: Dikshant Sharma

University Enrollment No.:07014701709


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CERTIFICATE

This is to certify that the Dissertation title Social is Bonafide and original Research work

done by the student of Maharaja Agrasen Institute Of Management Studies

(Affiliated to GGSIPU), under my supervision and guidance.

This subject on whom the Dissertation has been written by her original contribution

towards the discipline of Management and it has not previously formed the basis for the

award of the Degree, Diploma or any other similar title to any candidate.

This Dissertation represents entirely an independent research work of the candidate under

my guidance.

Guide Signature

Date ( )

Place

DR.M.K.Bhatt


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CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the summer project titled Leadership And Customer Satisfaction

is an academic work done by Dikshant Sharma submitted in the partial fulfillment of the

requirement for the award of the degree of Bachelor of Business Administration at

Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance &

direction.

To the best of my knowledge and belief the data & information presented by him/her in

the project has not been submitted earlier.

Signature:

Name of the Faculty: DR.M.K.Bhatt

Designation:


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CHAPTER-1

INTRODUCTION


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INTRODUCTION

MARKETING

Marketing is the process by which companies create customer interest in goods or

services. It generates the strategy that underlies sales techniques, business

communication, and business developments. It is an integrated process through which

companies build strong customer relationships and create questionable value for their

customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer, and to keep the

customer. With the customer as the focus of its activities, it can be concluded

that MARKETING MANAGEMENT is one of the major components of businessmanagement. Marketing evolved to meet the stasis in developing new markets caused

by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing

strategies requires businesses to shift their focus from production to the perceived needs

and wants of their customers as the means of staying profitable

The term marketing conceptholds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions. It

proposes that in order to satisfy its organizational objectives, an organization should

anticipate the needs and wants of consumers and satisfy these more effectively than

competitors.


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Marketing is defined by the American Marketing Association (AMA) as "the activity, set

of institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large. The term

developed from the original meaning which referred literally to going to a market to buy

or sell goods or services. Seen from a systems point of view, sales process engineering

views marketing as "a set of processes that are interconnected and interdependent with

other functions, whose methods can be improved using a variety of relatively new

approaches."

The Chartered Institute of Marketing defines marketing as "the management process

responsible for identifying, anticipating and satisfying customer requirements

profitably. A different concept is the value-based marketing which states the role of

marketing to contribute to increasing shareholder value. In this context, marketing is

defined as "the management process that seeks to maximize returns to shareholders by

developing relationships with valued customers and creating a competitive advantage.

Marketing practice tended to be seen as a creative industry in the past, which

included advertising, distribution and selling. However, because the academic study of

marketing makes extensive use of social sciences, psychology and anthropology, the

profession is now widely recognized as a science, allowing numerous universities to offer

Master-of-Science (MSc) programmes. The overall process starts with marketing

research and goes through market segmentation, business planning and execution, ending

with pre and post-sales promotional activities. It is also related to many of

the creative arts. The marketing literature is also adept at re-inventing itself and its

vocabulary according to the times and the culture.


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EVOLUTION OF MARKETING

An orientation, in the marketing context, related to a perception or attitude a firm holds

towards its product or service, essentially concerning consumers and end-users.

Throughout history marketing has changed considerably as consumer tastes are changing

faster

Orientation Profit driver

Western

European

timeframe

Description

Production[8]Production

methods

until the

1950s

A firm focusing on a production orientation specializes in

producing as much as possible of a given product or service.

Thus, this signifies a firm exploitingeconomies of scale, until

theminimum efficient scaleis reached. A production orientation

may be deployed when a high demand for a product or service

exists, coupled with a good certainty that consumer tastes do not

rapidly alter (similar to the sales orientation).

Product[8] Quality of theproduct until the1960s

A firm employing a product orientation is chiefly concerned with

the quality of its own product. A firm would also assume that aslong as its product was of a high standard, people would buy andconsume the product.

Selling[8]Selling

methods

1950s and

1960s

A firm using a sales orientation focuses primarily on the

selling/promotion of a particular product, and not determining

new consumer desires as such. Consequently, this entails simply

selling an already existing product, and using promotion

techniques to attain the highest sales possible.

Such an orientation may suit scenarios in which a firm holds dead

stock, or otherwise sells a product that is in high demand, with

little likelihood of changes in consumer tastes diminishing

demand.

Marketing[8] Needs and

wants of

customers

1970 to

present day

The 'marketing orientation' is perhaps the most common

orientation used in contemporary marketing. It involves a firm

essentially basing its marketing plans around the marketing

concept, and thus supplying products to suit new consumer tastes.
http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Economies_of_scalehttp://en.wikipedia.org/wiki/Economies_of_scalehttp://en.wikipedia.org/wiki/Minimum_efficient_scalehttp://en.wikipedia.org/wiki/Minimum_efficient_scalehttp://en.wikipedia.org/wiki/Minimum_efficient_scalehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Economies_of_scalehttp://en.wikipedia.org/wiki/Minimum_efficient_scalehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Sellinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7http://en.wikipedia.org/wiki/Marketing#cite_note-adcock-a-7


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As an example, a firm would employ market research to gaugeconsumer desires, use R&D to develop a product attuned to the

revealed information, and then utilize promotion techniques to

ensure persons know the product exists.

Contemporary approachesRecent approaches in marketing is the relationship marketingwith focus on the customer,

the business marketingorindustrial marketing with focus on an organization or

institution and thesocial marketingwith focus on benefits to the society. New forms of

marketing also use the internet and are therefore called internet marketing or more

generally e-marketing, online marketing, search engine marketing, desktop

advertisingoraffiliate marketing. It tries to perfect the segmentation strategy used in

traditional marketing. It targets its audience more precisely, and is sometimes

called personalized marketing or one-to-one marketing.

Orientation Profit driver

Western

European

timeframe

Description

Relationship

marketing /Relationship

management[9]

Building and keepinggood customer

relations

1960s to

present day

Emphasis is placed on the whole

relationship between suppliers andcustomers. The aim is to give the best

possible attention, customer services and

therefore build customer loyalty.

Business

marketing/Industrial

marketing

Building and keeping

relationshipsbetweenorganizations

1980s to

present day

In this context marketing takes place

betweenbusinessesororganizations. The

product focus lies onindustrial

goodsorcapital goods than

consumerproducts or end products. A

different form of marketing activities like

promotion, advertising and communicationto the customer is used.

Social marketing[9] Benefit to society1990s to

present day

Similar characteristics as marketing

orientation but with the added proviso that

there will be a curtailment on any harmful

activities to society, in either product,

production, or selling methods.

Branding Brand value 2000s to In this context, "branding" is main company
http://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-b-8http://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/w/index.php?title=Industrial_good&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Industrial_good&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Industrial_good&action=edit&redlink=1http://en.wikipedia.org/wiki/Capital_goodhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-b-8http://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Brandinghttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Relationship_marketinghttp://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Relationship_managementhttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-b-8http://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Business_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Industrial_marketinghttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Organizationhttp://en.wikipedia.org/w/index.php?title=Industrial_good&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Industrial_good&action=edit&redlink=1http://en.wikipedia.org/wiki/Capital_goodhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Social_marketinghttp://en.wikipedia.org/wiki/Marketing#cite_note-adcock-b-8http://en.wikipedia.org/wiki/Branding


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present dayphilosophy and marketing is considered an

instrument of branding philosophy.

Customer Orientation

A firm in the market economy survives by producing goods that persons are willing and able to

buy. Consequently, ascertaining consumer demand is vital for a firms future viability and even

existence as a going concern. Many companies today have a customer focus (or market

orientation). This implies that the company focuses its activities and products on consumer

demands. Generally there are three ways of doing this: the customer-driven approach, the senseof identifying market changes and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing

decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a

market offering, including the nature of the product itself, is driven by the needs of potential

consumers. The starting point is always the consumer. The rationale for this approach is that

there is no point spending R&D funds developing products that people will not buy. History attests

to many products that were commercial failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA[

(Solution, Information,Value, Access). This system is basically the four Ps renamed and reworded to provide a

customer focus. The SIVA Model provides a demand/customer centric version alternative to the

well-known 4Ps supply side model (product, price, placement, promotion) of marketing

management.

Product Solution

Price Value

Place Access

Promotion Information


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If any of the 4Ps had a problem or were not there in the marketing factor of the business, the

business could be in trouble and so other companies may appear in the surroundings of the

company, so the consumer demand on its products will become less.

Marketing mix C&C

This concept of marketing mix shows relations between Company and Customers: 5P&5C model.

Product Consumer desire

Price Cost

Place Convenience

Promotion Communication

People Customer approach

The human factor is becoming a key competitive advantage and therefore the model 5C&5P isbecoming significant in the 21st Century.


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Organizational orientation

In this sense, a firm's marketing department is often seen as of prime importance within the

functional level of an organization. Information from an organization's marketing department

would be used to guide the actions of other departments within the firm. As an example, a

marketing department could ascertain (via marketing research) that consumers desired a new

type of product, or a new usage for an existing product. With this in mind, the marketing

department would inform the R&D department to create a prototype of a product/service based

on consumers' new desires.

The production department would then start to manufacture the product, while the marketing

department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a

firm's finance department would be consulted, with respect to securing appropriate funding for the

development, production and promotion of the product. Inter-departmental conflicts may occur,

should a firm adhere to the marketing orientation. Production may oppose the installation, support

and servicing of new capital stock, which may be needed to manufacture a new product. Finance

may oppose the required capital expenditure, since it could undermine a healthy cash flow for the

organization.

Herd behavior

Herdbehavior in marketing is used to explain the dependencies of customers' mutual

behavior. The Economistreported a recent conference in Rome on the subject of the simulation

of adaptive human behavior. It shared mechanisms to increase impulse buying and get people "to

buy more by playing on the herd instinct." The basic idea is that people will buy more of products

that are seen to be popular, and several feedback mechanisms to get product popularity

information to consumers are mentioned, including smart card technology and the use of Radio

Frequency Identification Tag technology. A "swarm-moves" model was introduced by a FloridaInstitute of Technology researcher, which is appealing to supermarkets because it can "increase

sales without the need to give people discounts."Other recent studies on the "power of social

influence" include an "artificial music market in which some 19,000 people downloaded previously

unknown songs" (Columbia University, New York); aJapanese chain of convenience stores which

orders its products based on "sales data from department stores and research companies;"


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a Massachusetts company exploiting knowledge of social networking to improve sales; and online

retailers who are increasingly informing consumers about "which products are popular with like-

minded consumers" (e.g., Amazon, eBay).

Further orientations

An emerging area of study and practice concerns internal marketing, or how employees

are trained and managed to deliver the brand in a way that positively impacts the acquisition

and retention of customers, see also employer branding.

Diffusion of innovations research explores how and why people adopt new products,

services and ideas.

With consumers' eroding attention span and willingness to give time to advertising

messages, marketers are turning to forms ofpermission marketingsuch as branded

content, custom media and reality marketing.


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Marketing research

Marketing research involves conducting research to support marketing activities, and the

statistical interpretation of data into information. This information is then used by managers to

plan marketing activities, gauge the nature of a firm's marketing environment and attain

information from suppliers. Marketing researchers use statistical methods such as quantitative

research, qualitative research, hypothesis tests, Chi-squared tests, linear

regression, correlations, frequency distributions, Poisson distributions, binomial distributions, etc.

to interpret their findings and convert data into information. The marketing research process

spans a number of stages including the definition of a problem, development of a research plan,

collecting and interpretation of data and disseminating information formally in form of a report.

The task of marketing research is to provide management with relevant, accurate, reliable, valid,

and current information.

A distinction should be made between marketingresearch and market research. Market research

pertains to research in a given market. As an example, a firm may conduct research in a target

market, after selecting a suitable market segment. In contrast, marketing research relates to all

research conducted within marketing. Thus, market research is a subset of marketing research.


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Market segmentation

Market segmentation pertains to the division of a market of consumers into persons with similar

needs and wants. As an example, if using Kellogg's cereals in this instance, Frosties are

marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods

aforementioned denote two products which are marketed to two distinct groups of persons, both

with like needs, traits, and wants.

The purpose for market segmentation is conducted for two main issues. First, a segmentation

allows a better allocation of a firm's finite resources. A firm only possesses a certain amount of

resources. Accordingly, it must make choices (and appreciate the related costs) in servicing

specific groups of consumers. Furthermore the diversified tastes of the contemporary Western

consumers can be served better. With more diversity in the tastes of modern consumers, firms

are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STPacronym, meaning Segment, Targetand

Position.


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Types of marketing research

Marketing research, as a sub-set aspect of marketing activities, can be divided into the following

parts:

Primary research (also known as field research), which involves the conduction and

compilation of research for the purpose it was intended.

Secondary research (also referred to as desk research), is initially conducted for one

purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into

health foods, which is used solelyto ascertain the needs/wants of the target market for health

foods. Secondary research, again according to the above definition, would be research pertaining

to health foods, but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information.

Nonetheless, while secondary research is relatively inexpensive, it often can become outdated

and outmoded, given it is used for a purpose other than for which is was intended. Primary

research can also be broken down into quantitative research and qualitative research, which as

the labels suggest, pertain to numerical and non-numerical research methods, techniques. The

appropriateness of each mode of research depends on whether data can be quantified

(quantitative research), or whether subjective, non-numeric or abstract concepts are required to

be studied (qualitative research).

There also exists additional modes of marketing research, which are:

Exploratory research, pertaining to research that investigates an assumption.

Descriptive research, which as the label suggests, describes "what is".

Predictive research, meaning research conducted to predict a future occurrence.

Conclusive research, for the purpose of deriving a conclusion via a research process.


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Uses of technologies

Marketing management can also note the importance of technology, within the scope of its

marketing efforts. Computer-based information systems can be employed, aiding in a better

processing and storage of data. Marketing researchers can use such systems to devise better

methods of converting data into information, and for the creation of enhanced data gathering

methods. Information technology can aid in improving an MKIS' software and hardware

components, to improve a company's marketing decision-making process.

In recent years, the notebook personal computer has gained significant market share

among laptops, largely due to its more user-friendly size and portability. Information technology

typically progress at a fast rate, leading to marketing managers being cognizant of the latest

technological developments. Moreover, the launch of smartphones into the cellphone market is

commonly derived from a demand among consumers for more technologically advanced


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products. A firm can lose out to competitors, should it refrain from noting the latest technological

occurrences in its industry.

Technological advancements can facilitate lesser barriers between countries and regions. Via

using the World Wide Web, firms can quickly dispatch information from one country to another,

without much restriction. Prior to the mass usage of the Internet, such transfers of information

would have taken longer to send, especially if via snail mail, telex, etc.

CHAPTER 2

METHODOLOGY


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MEANING OF RESEARCH

Redman and Mory define research as a systemized effort to gain new knowledge. Some

people consider research as a movement, a movement from the known to the unknown.

Research is an academic activity and as such the term should be used in a technical sense.

According to Clifford Woody, research comprises defining and redefining problems,

formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;

making deductions and reaching conclusions; and at last carefully testing the conclusions

to determine whether they fit the formulating hypothesis.


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SIGNIFICANCE OF RESEARCH

All process is born of inquiry. Doubt is often better than overconfidence, for it leads toinquiry and inquiry leads to invention. Is a famous Hudson Maxim in context of which

the significance of research can well be understood. Increased amounts of research make

progress possible.

Research inculcates scientific and inductive thinking and it promotes the development of

logical habits of thinking and organization.

The role of research in several fields of applied economics, whether related to business or

to the economy as a whole, has greatly increased in modern times. The increasing

complex nature of business and government has focused attention on the use of research

in solving operational problems. Research, as an aid to economic policy, has gained

added importance, both for government and business.

PURPOSE OF RESEARCH

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden

and which has not been discovered as yet .


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.

RESEARCH METHODOLOGY

RESEARCH DESIGN:

Research Design refers to "framework or plan for a study that guides the collection and

analysis of data". A typical research design of a company basically tries to resolve the

following issues:

a) Determining Data Collection Design

b) Determining Data Methods

c) Determining Data Sources

d) Determining Primary Data Collection Methods

e) Developing Questionnaires

f) Determining Sampling Plan

Research Designs used in the project

Quantitative Research Design: Quantitative research refers to the systematic

empirical investigation of quantitative properties and phenomena and their relationships.

The objective of quantitative research is to develop and employ mathematical models,

theories and/or hypotheses pertaining to phenomena. The process of measurement is

central to quantitative research because it provides the fundamental connection between

empirical observation and mathematical expression of quantitative relationships.

In this project, empirical data regarding fixed deposit schemes will be collected and

evaluated using statistic and mathematical tools. Different variables ware mathematically

compared and optimum levels were computed.


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DATA COLLECTION

Information can be collected through following sources

Primary Data: In some cases the researchers may realize the need for collecting the first

hand information. As in the case of everyday life, if we want to have first hand

information or any happening or event, we either ask someone who knows about it or we

observe it ourselves, we do the both. Thus, the two methods by which primary data can

be collected is observation and questionnaire.

Secondary Data: Any data, which have been gathered earlier for some other purpose, are

secondary data in the hands of researcher. Those data collected first hand, either by the

researcher or by someone else, especially for the purpose of the study is known as

primary data.

The data collected for this project has been taken from the secondary

source.

Sources of secondary data which were used are:-

Internet Sony websites and many survey websites were visited to get data

regarding Playstation3s marketing.

Magazines survey and articles were studied to attain information regarding

Playstation3 strategy.

Newspapers articles provided information regarding gaming industry and

their schemes and also advertisement

Broachers and pamphlets - they were studied to get detailed information

regarding Playstation3.


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CHAPTER 3

ANALYSIS


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Sony Corporation (SonKabushiki Gaisha), or commonly referred to as Sony, is

a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and

the world's fifth largest media conglomerate with revenue exceeding 7.730.0 trillion, or $77.20billion U.S. (FY2010).[3]Sony is one of the leading manufacturers

ofelectronics, video, communications, video games, and technology products for the consumer

and professional markets.

Sony Corporation is the electronics business unit and the parent company of the Sony Group,

which is engaged in business through its eight operating segments Consumer Products &

Devices (CPD), Networked Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc),

Pictures, Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the

most comprehensive entertainment companies in the world. Sony's principal business operations

include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony

Computer Entertainment, Sony Music Entertainment,Sony Ericsson, and Sony Financial. As a

semiconductor maker, Sony is among the Worldwide.

Its founders Akio Morita and Masaru Ibuka derived the name fromsonus, the Latin word for

sound, and also from the English slang word "sonny", since they considered themselves to be
http://en.wikipedia.org/wiki/Kabushiki_Gaishahttp://en.wikipedia.org/wiki/Kabushiki_Gaishahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Media_conglomeratehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Japanese_yenhttp://en.wikipedia.org/wiki/Sony#cite_note-FY2009_Q4-2http://en.wikipedia.org/wiki/Sony#cite_note-FY2009_Q4-2http://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Sony_Grouphttp://en.wikipedia.org/wiki/Sony_Electronicshttp://en.wikipedia.org/wiki/Sony_Pictures_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Computer_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Computer_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Music_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Ericssonhttp://en.wikipedia.org/wiki/Sony_Financialhttp://en.wikipedia.org/wiki/Akio_Moritahttp://en.wikipedia.org/wiki/Masaru_Ibukahttp://en.wikipedia.org/wiki/Sonushttp://en.wikipedia.org/wiki/Sonushttp://en.wikipedia.org/wiki/Sonushttp://en.wikipedia.org/wiki/Latinhttp://en.wikipedia.org/wiki/Kabushiki_Gaishahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Media_conglomeratehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Japanese_yenhttp://en.wikipedia.org/wiki/Sony#cite_note-FY2009_Q4-2http://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Videohttp://en.wikipedia.org/wiki/Sony_Grouphttp://en.wikipedia.org/wiki/Sony_Electronicshttp://en.wikipedia.org/wiki/Sony_Pictures_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Computer_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Computer_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Music_Entertainmenthttp://en.wikipedia.org/wiki/Sony_Ericssonhttp://en.wikipedia.org/wiki/Sony_Financialhttp://en.wikipedia.org/wiki/Akio_Moritahttp://en.wikipedia.org/wiki/Masaru_Ibukahttp://en.wikipedia.org/wiki/Sonushttp://en.wikipedia.org/wiki/Latin


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"sonny boys", a loan word into Japanese which in the early 1950s connoted smart and

presentable young men.[7]

The company's current slogan is make-believe. Their former slogan was like.no.other.

History
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In late 1945, after the end ofWorld War II,Masaru Ibuka started a radio repair shop in a bomb-

damaged department store building in Nihonbashi of Tokyo. The next year, he was joined by his

colleague, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo K.K. (Tokyo

Telecommunications Engineering Corporation). The company built Japan's first tape

recordercalled the Type-G.

In the early 1950s, Ibuka traveled in the United States and heard about Bell Labs' invention of

the transistor. He convinced Bell to license the transistor technology to his Japanese company.

While most American companies were researching the transistor for its military applications,

Ibuka and Morita looked to apply it to communications. Although the American

companies Regency and Texas built the first transistor radios, it was Ibuka's company that made

them commercially successful for the first time.

In August 1955, Tokyo Tsushin Kogyo released the Sony TR-55, Japan's first commercially

produced transistor. They followed up in December of the same year by releasing the Sony TR-

72, a product that won favor both within Japan and in export markets, including Canada,

Australia, the Netherlands and Germany. Featuring six transistors, push-pull output and greatly

improved sound quality, the TR-72 continued to be a popular seller into the early sixties.
http://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Masaru_Ibukahttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Nihonbashihttp://en.wikipedia.org/wiki/Akio_Moritahttp://en.wikipedia.org/w/index.php?title=Tokyo_Tsushin_Kogyo_K.K.&action=edit&redlink=1http://en.wikipedia.org/wiki/Tape_recorderhttp://en.wikipedia.org/wiki/Tape_recorderhttp://en.wikipedia.org/wiki/Bell_Labshttp://en.wikipedia.org/wiki/Transistorhttp://en.wikipedia.org/wiki/Regencyhttp://en.wikipedia.org/wiki/TR-55http://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Masaru_Ibukahttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Nihonbashihttp://en.wikipedia.org/wiki/Akio_Moritahttp://en.wikipedia.org/w/index.php?title=Tokyo_Tsushin_Kogyo_K.K.&action=edit&redlink=1http://en.wikipedia.org/wiki/Tape_recorderhttp://en.wikipedia.org/wiki/Tape_recorderhttp://en.wikipedia.org/wiki/Bell_Labshttp://en.wikipedia.org/wiki/Transistorhttp://en.wikipedia.org/wiki/Regencyhttp://en.wikipedia.org/wiki/TR-55


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In May 1956, the company released the TR-6, which featured an innovative slim design and

sound quality capable of rivaling portable tube radios. It was for the TR-6 that Sony first

contracted "Atchan", a cartoon character created by Fuyuhiko Okabe, to become its advertising

character. Now known as "Sony Boy", the character first appeared in a cartoon ad holding a TR-6

to his ear, but went on to represent the company in ads for a variety of products well into the mid-

sixties. The following year, 1957, Tokyo Tsushin Kogyo came out with the TR-63 model, then the

smallest (112 71 32 mm) transistor radio in commercial production. It was a worldwide

commercial success.

University of Arizona professor Michael Brian Schiffer, Ph.D., says, "Sony was not first, but its

transistor radio was the most successful. The TR-63 of 1957 cracked opens the U.S. market and

launched the new industry of consumer microelectronics." By the mid 1950s, American teens had

begun buying portable transistor radios in huge numbers, helping to propel the fledgling industry

from an estimated 100,000 units in 1955 to 5,000,000 units by the end of 1968.

Sony's headquarters moved to Minato, Tokyo from Shinagawa, Tokyo around the end of 2006.

Origin of name

When Tokyo Tsushin Kogyo was looking for a Romanized name to use to market themselves,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.
http://en.wikipedia.org/wiki/Advertising_characterhttp://en.wikipedia.org/wiki/Advertising_characterhttp://en.wikipedia.org/w/index.php?title=Sony_Boy&action=edit&redlink=1http://en.wikipedia.org/wiki/University_of_Arizonahttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Shinagawa,_Tokyohttp://en.wikipedia.org/wiki/Advertising_characterhttp://en.wikipedia.org/wiki/Advertising_characterhttp://en.wikipedia.org/w/index.php?title=Sony_Boy&action=edit&redlink=1http://en.wikipedia.org/wiki/University_of_Arizonahttp://en.wikipedia.org/wiki/Minato,_Tokyohttp://en.wikipedia.org/wiki/Shinagawa,_Tokyo


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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. The first Sony-branded product, the TR-55

transistor radio, appeared in 1955 but the company name did not change to Sony until January

1958.

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.

Sony has over the years introduced these standards

Products:

Umatic (1968)

Betamax (1975)

Betacam (1981)

Compact Disc with Philips (1982)

3.5 inch Floppy Disk (1982)

Video8 (1985)

DAT (1987)

Hi8 (1988)

MiniDisc (1990)

Digital Betacam (1990)

miniDV (1992)

Memory Stick (1998)

Digital8 (1999)

Universal Media Disc (2003)

HDV with JVC (2004)

Blu-ray Disc with Panasonic and others (2006)

SONY PS3


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Manufacturer Sony

Product

family

PlayStation

Type Video game console

Generation Seventh generation era

Retail

availability

November 11, 2006

Units sold 38.1 million (as of June 30, 2010)

Media Blu-ray Disc (PlayStation 3 game disc)

DVD

Compact Disc

PlayStation game disc

PlayStation 2 game disc

Super Audio CD

Digital distribution

Operating

system

XrossMediaBar

System software version 3.50


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CPU 3.2 GHz Cell Broadband Engine with 1 PPE & 7 SPEs

Storage

capacity

2.5" SATA hard drive

(20 GB, 40 GB, 60 GB, 80 GB, 120 GB, 160 GB, 250 GB, or

320 GB included)

Memory 256 MB system and 256 MB video

Display Video output formats

Graphics 550 MHz NVIDIA/SCEI RSX 'Reality Synthesizer'

Sound Audio output formats

Controller

input

Sixaxis, DualShock 3, Logitech Driving Force

GT, Logitech Cordless Precision controller, standard USB

controllers, GT Force, Rhythm

game controllers,PlayStation Move, GunCon 3,PlayStation

Portable, Keyboard and Mouse

Online

services

PlayStation Network

Backward

compatibility

PlayStation

PlayStation 2 (20 GB, 60 GB and some (CECHExx) 80 GB

models)

Predecessor PlayStation 2

HISTORY OF PLAYSTATION3

Sony officially unveiled the PlayStation 3 to the public along with its original boomerang style

controller on May 16, 2005, during the E3 2005 conference. A functional version of the system

was not present there, nor at the Tokyo Game Show in September 2005, although

demonstrations were held at both events on software development kits and comparable personal

computer hardware. Video footage based on the predicted PlayStation 3 specifications was also

shown .The initial prototype shown in May 2005 featured two HDMI ports, three Ethernet ports

and six USB ports; however, when the system was shown again a year later at E3 2006, these


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were reduced to one HDMI port, one Ethernet port and four USB ports, presumably to cut

costs. Two hardware configurations were also announced for the console: a 20 GB model and a

60 GB model, priced at US$499 (499) and US$599 (599), respectively. The 60 GB model was

to be the only configuration to feature an HDMI port, Wi-Fi internet, flash card readers and a

chrome trim with the logo in silver. Both models were announced for a simultaneous worldwide

release: November 11 for Japan and November 17 for North America and Europe.

On September 6, 2006, Sony announced that the PAL region PlayStation 3 launch would be

delayed until March 2007, due to a shortage of materials used in the Blu-ray drive.

At the Tokyo Game Show on September 22, 2006, Sony announced that it would include an

HDMI port on the 20 GB system, but a chrome trim, flash card readers, silver logo and Wi-Fi

would not be included. Also, the launch price of the Japanese 20 GB model was reduced by over

20%, and the 60 GB model was announced for an open pricing scheme in Japan. During the

event, Sony showed 27 playable PS3 games running on final hardware.

LAUNCH


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The PlayStation 3 was first released in Japan on November 11, 2006 at 07:00. According

to Media Create, 81,639 PS3 systems were sold within 24 hours of its introduction in Japan.

Soon after its release in Japan, the PS3 was released in North America on November 17,

2006. Reports of violence surrounding the release of the PS3 include a customer shot, campers

robbed at gunpoint, customers shot in a drive-by shooting with BB guns, and 60 campers fighting

over 10 systems.

The console was originally planned for a global release through November, but the European and

rest-of-the-world's release was delayed "until March" at the start of September. With it being a

somewhat last-minute delay, some companies had taken deposit-based pre-orders, to which

Sony informed customers that they were eligible for full refunds or could continue the pre-

order. On January 24, 2007, Sony announced that the PlayStation 3 would go on sale on March

23, 2007 in Europe, Australia, the Middle East, Africa and New Zealand. The system sold about

600,000 units in its first two days. On March 7, 2007, the 60 GB PlayStation 3 launched

in Singapore with a price of $799. The console was launched in South Korea on June 16, 2007 in

a single version equipped with an 80 GB hard drive and IPTV.

Console configurations

System unit

The PlayStation 3 is convex on its left side, with the PlayStation logo upright, when vertical and

has a glossy black finish. PlayStation designer Teiyu Goto stated that the Spider-Man font-

inspired logo "was one of the first elements SCEI president Ken Kutaragi decided on and the logo

may have been the motivating force behind the shape of PS3".


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The PlayStation 3 features a slot-loading 2x speed Blu-ray Disc drive for games, Blu-ray movies,

DVDs, CDs and other optical media. It was originally available with hard drives of 20 and 60 GB

but various sizes up to 320 GB have been made available since then (see: model comp. All PS3

models have user-upgradeable 2.5" SATA hard drives.

The PlayStation 3 uses the Sony, Toshiba, IBM-designed Cell microprocessor as its CPU, which

is made up of one 3.2 GHz PowerPC-based "Power Processing Element" (PPE) and eight

Synergistic Processing Elements (SPEs).The eighth SPE is disabled to improve chip yields. Only

six of the seven SPEs are accessible to developers as the seventh SPE is reserved by the

consoles operating system. Graphics processing is handled by the NVIDIA RSX 'Reality

Synthesizer', which can output resolutions from 480i/576i SD up to 1080p HD. The PlayStation 3

has 256 MB of XDR DRAM main memory and 256 MB of GDDR3 video memory for the RSX.

The system has Bluetooth 2.0, gigabit Ethernet, USB 2.0 and HDMI 1.3a, built in on all currently

shipping models. Wi-Fi networking is also built-in on the 40, 60, 80 GB and slim models while a

flash card reader is built-in on 60 GB and 80 GB models. The system supports up to 7 controllers

that are connected via Bluetooth 2.0 technology.

The PS3's hardware has also been used to build supercomputers for high-performance

computing.Fixstars Solutions sell a version of Yellow Dog Linux for the PlayStation

3.RapidMind produced a stream programming package for the PS3, but were acquired by Intel in

2009. Also, on January 3, 2007, Dr. Frank Mueller, Associate Professor of Computer

science at NCSU, clustered 8 PS3s. Mueller commented that the 256 MB of system RAM is a

limitation for this particular application and is considering attempting to retrofit more RAM.

Software includes: Fedora Core 5 Linux ppc64, MPICH2, OpenMP v 2.5, GNU Compiler

Collection and CellSDK 1.1. As a more cost-effective alternative to conventional supercomputers,

the U.S. military has purchased clusters of PS3 units for research purposes. Retail PS3 Slim units

cannot be used for supercomputing, because the PS3 Slim lacks the ability to boot into a third-

party OS.

On March 22, 2007, SCE and Stanford University released the Folding@home project for the

PlayStation 3. This program allows PS3 owners to lend the computing power of their consoles to

help study the physical process of protein folding.

In December 2008, a group of hackers used a cluster of 200 PlayStation 3's to hack the security

protocol SSL.


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PLAYSTATION3 MODELS

ORIGINAL PS3

There are several original PlayStation 3 hardware models, which are commonly referred to by the

size of their included hard disk drive: 20, 40, 60, 80 or 160 GB. Although referred to by their HDD

size, the capabilities of the consoles vary by region and release date. The only difference in the

appearance of the first five models was the color of the trim, number of USB ports, the presence

or absence of a door (which covers the flash card readers on equipped models) and some minor

changes to the air vents. All retail packages include one or two Sixaxis controllers and/or

a DualShock 3 controller (beginning June 12, 2008), one miniUSB to USB cable (for connecting

the controller and PlayStation Portable to the system), one composite video/stereo audio output

cable, one Ethernet cable (20, 60 and 80 GB only) and one power cable. All models support

software emulation of the original PlayStation, but support for PlayStation 2 backward

compatibility has continually diminished with later models and the last model to advertise

integrated backward compatibility was the 80GB Metal Gear Solid 4 Bundle. Compatibility issues

with games for both systems are detailed in a public database hosted by the manufacturer. All

models, excluding the 20 GB model, include 802.11 b/g Wi-Fi. In addition to all of the features of

the 20 GB model, the 60 GB model has internal IEEE 802.11 b/g Wi-Fi, multiple flash card

readers (SD/MultiMedia Card, CompactFlasH Type I/Type II, Microdrive, Memory Stick/PRO/Duo)

and a chrome colored trim. In terms of hardware, the 80 GB model released in South Korea isidentical to the 60 GB model released in the PAL regions, except for the difference in hard drive

size.

Like the South Korean and European models, the North American 80 GB (2007) model also

excludes the PlayStation 2 "Emotion Engine" CPU chip. However, it retains the "Graphics

Synthesizer" GPU. Due to the elimination of the "Emotion Engine", the level of compatibility was

reduced.The 40 GB, 80 GB (2008) and 160 GB models have two USB ports instead of the four

USB ports on other models and do not include multiple flash card readers, SACD support, or any

backward compatibility with PlayStation 2 games. This was due to the removal of "Graphics

Synthesizer" GPU, which stripped the units of all PlayStation 2 based hardware.

No official Wi-Fi or flash memory card readers were ever released by Sony for the 20 GB system,

although Sony had plans to do so. As of September 2009 Sony have placed no further emphasis

on these proposed add-ons. Nevertheless, as the model features four USB 2.0 ports,wireless


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networking and flash memory card support can already be obtained through the use of widely

available external USB adapters and third-party PS3-specific media hubs.

It was rumored that the Cell processors in the third-generation PS3s (40 GB, 2008 80 GB and

160 GB) would move from a 90 nm process to the newer 65 nm process, which SCEI CEO Kaz

Hirai later confirmed, and later to 45 nm. This change lowers the power consumption of the

console and makes it less expensive to produce.

Slimmodel

The redesigned, slimmer version of the PlayStation 3 (commonly referred to as the "PS3 Slim"

and officially branded "PS3") is currently the only model in production. It features an upgradeable

120 GB, 160 GB, 250 GB or 320 GB hard drive and is 33% smaller, 36% lighter and consumes

34% (CECH-20xx) or 45% (CECH-21xx) less power than the previous model, or one third of theoriginal PS3 model. The Cell microprocessor has moved to a 45 nm manufacturing process,

which lets it run cooler and quieter than previous models, and the cooling system has been

redesigned. The RSX moved to a 40 nm process in the latest revision. The PS3 slim also

includes support for CEC (more commonly referred to by its manufacturer brandings of

BraviaSync, VIERA Link, EasyLink etc.) which allows control of the console over HDMI by using

the TV's remote control. The PS3 Slim no longer has the "main power" switch like the previous

PS3 models, similar to redesigned PlayStation 2 slim. Support for emulation to play PS2 titles is

not present in the Slim version.

The PS3 slim was officially released on September 1, 2009 in North America and Europe and on

September 3, 2009 in Japan, Australia and New Zealand. However, some retailers such

as Amazon.com, Best Buy and GameStop started to sell the PS3 slim on August 25, 2009.[The

PS3 Slim sold in excess of a million units in its first 3 weeks on sale. A 250 GB Final Fantasy XIII-

themed PS3 Slim, which was white in color with pink designs, was officially announced on

September 24, 2009 at the Tokyo Game Show as part of a bundle in Japan forFinal Fantasy XIII,

it was initially revealed in U.S. Federal Communications Commission (FCC) filings as the PS3

CECH-2000B. Sony Computer Entertainment Australia also announced later that day that it

would be bringing the 250 GB PS3 slim to Australia which would be bundled with other games

and will not feature the Final Fantasy XIIItheme. Although no North American bundles have been

announced for the 250 GB PS3 slim, it is sold as a stand-alone console in North America.

In July 2010, Sony announced two new sizes of Slim PS3, 160 GB and 320 GB, with the 120 GB

model being discontinued in Japan. These were launched on July 29, 2010 in Japan, with the

160 GB version available in "Classic White" as well as the standard "Charcoal Black". The black


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160 GB version was also made available as a bundle with the Japan-only DVR

accessory torne. It was later announced that the new sizes were to be launched in other regions,

with the 160 GB model available from August 2010 in North America and October 2010 in

Europe. The 320 GB model is to be available in North America only as part of a bundle

with PlayStation Move, a PlayStation Eye and a copy of Sports Champions, and in Europe

with PlayStation Move, a PlayStation Eye and a demo disc. The bundles are set to release on

September 19, 2010 and September 15, 2010 respectively, to coincide with the launch of

PlayStation Move.

CHAPTER 3

FINDINGS


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CONTROVERSIES

Leap Year bug in Playstation3

On March 1, 2010, many of the PlayStation 3 models worldwide were experiencing errors related

to their internal system clock. The error had a multitude of symptoms. Initially, the main problem

seemed to be the inability to connect to the PlayStation Network. However, the root cause of the

problem was unrelated to the PlayStation Network, since even users who had never been online

also had problems playing installed offline games and using system themes. At the same time

many users noted that the console's clock had gone back to December 31, 1999. The event was

nicknamed the ApocalyPS3, a play on the word Apocalypse.

The error code displayed was typically 8001050F and affected users were unable to sign in, play

games, use dynamic themes and view/sync trophies. The problem only resided within the 1st

through to the 3rd generation original PS3 units while the newer "Slim" models were unaffected

due to different internal hardware for the clock.

Sony confirmed there was an error and stated We are narrowing down the issue and continue to

work to restore service to all.By March 2, 2010, owners of the original PS3 could connect to PSN

successfully and the clock no longer showed December 31, 1999. Sony stated that the affected

models incorrectly identified 2010 as a leap year, due to a bug in the BCD method of storing the

date. However, for some users, the hardware's operating system clock needed to be updated

manually or by desynchronizing it via the internet.

On June 29, 2010 Sony released PS3 system software update 3.40, which improved the

functionality of the internal clock to properly account for leap years.


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Fictitious movie reviewer

In July 2000, a marketing executive working for Sony Corporation created a fictitious film

critic, David Manning, who gave consistently good reviews for releases from Sony

subsidiary Pictures that generally received poor reviews amongst real critics. When the scandal

was revealed, Sony apologized to Ridgefield Press, the newspaper Manning was claimed to be

from. Sony claimed it was unaware of the marketing ploy, and pulled the ads and suspended

Manning's creator and his supervisor. In 2003, Sony paid the state of Connecticut $325,000 in

fines following the Connecticut Attorney General's investigation into Sony's alleged fraudulent

marketing practices. In August 2005, Sony finalized a settlement to pay $1.5m to fans who saw

the reviewed films in the US.
http://en.wikipedia.org/wiki/David_Manning_(fictitious_writer)http://en.wikipedia.org/wiki/David_Manning_(fictitious_writer)


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Malicious software (spyware)

In October 2005, it was revealed by Mark Russinovich of Sysinternals that Sony BMG's music

CDs had installed a rootkit on the user's computer as a DRM measure (called Extended Copy

Protection by its creator, British company First 4 Internet), which was difficult to detect or

remove. This constitutes a crime in many countries, and poses a major security risk to affected

users. The uninstaller Sony initially provided removed the rootkit, but in turn installed a dial-

home program that posed an even greater security risk. Sony eventually provided an actual

uninstaller that removed Sonys entire DRM program from the user's computer. Sony BMG faced

several class action lawsuits regarding this matter. On 31 January 2007, the U. S. Federal Trade

Commission issued a news release announcing that Sony BMG had agreed to settle Federal

Trade Commission charges that Sony BMG committed several offenses against United States

federal law. This settlement required that Sony BMG allow consumers to exchange the CDs

through 30 June 2007, and to reimburse consumers for up to $150 for the repair of damage to

their computers that they may have incurred while removing the software.


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Controversial advertisements of Playstation Portabale

Sony admitted in late 2005 to hiring graffiti artists to spray paint advertisements for

theirPlayStation Portable game system in seven major cities including New York

City, Philadelphia,San Francisco. and Sydney Australia. The mayor of Philadelphia filed a cease

and desist order. According to Sony, they paid businesses and building owners for the right to

graffiti their walls. As of early January 2006, Sony had no plans to keep or withdraw them.

In July 2006, Sony released a Dutch advertising campaign featuring a white model dressed

entirely in white and a black model garbed in black. The first ad featured the white model

clutching the face of the black model. The words "White is coming" headlined one of the ads. The

ad has been viewed as racist by critics. A Sony spokesperson responded that the ad does not

have a racist message, saying that it was only trying to depict the contrast between the black

PSP model and the new ceramic white PSP. Other pictures of the ad campaign include the black

model overpowering the white model.

In November 2006, a marketing company employed by Sony created a website entitled "All I want

for Xmas is a PSP", designed to promote the PSP through viral marketing. The site contained a

blog, which was purportedly written by "Charlie", a teenager attempting to get his friend

"Jeremy"'s parents to buy him a PSP, providing links to t-shirt iron-ons, Christmas cards, and a

"music video" of either Charlie or Jeremy "rapping". However, visitors to the website soon

discovered that the website was registered to a marketing company, exposing the site on sites

such as YouTube and digg, and Sony was forced to admit the site's true origin in a post on the

blog, stating that they would from then on "stick to making cool products" and that they would use

the website for "the facts on the PSP". The site has since been taken down. In an interview with

next-gen.biz, Sony admitted that the idea was "poorly executed".
http://en.wikipedia.org/wiki/Graffitihttp://en.wikipedia.org/wiki/PlayStation_Portablehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/Cease_and_desisthttp://en.wikipedia.org/wiki/Cease_and_desisthttp://en.wikipedia.org/wiki/PlayStation_Portablehttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/YouTubehttp://en.wikipedia.org/wiki/Digghttp://en.wikipedia.org/wiki/PlayStation_Portablehttp://en.wikipedia.org/wiki/Graffitihttp://en.wikipedia.org/wiki/PlayStation_Portablehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/San_Franciscohttp://en.wikipedia.org/wiki/Cease_and_desisthttp://en.wikipedia.org/wiki/Cease_and_desisthttp://en.wikipedia.org/wiki/PlayStation_Portablehttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/YouTubehttp://en.wikipedia.org/wiki/Digghttp://en.wikipedia.org/wiki/PlayStation_Portable


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Legal Problem For Playstation 3

In 2002, Sony Computer Entertainment America, marketer of the popularPlayStation game

consoles, was sued by Immersion Corporation ofSan Jose, California which claimed that Sony's

PlayStation "Dual Shock" controllers infringed on Immersion's patents. In 2004, a federal jury

agreed with Immersion, awarding the company US$82 million in damages. A U.S. district court

judge ruled on the matter in March 2005 and not only agreed with the federal jury's ruling but also

added another US$8.7 million in damages. This is likely the reason that the Six axis controller for

the PlayStation 3 had no rumble feature. The DualShock 3 has since been made available for

the PlayStation 3, reintroducing rumble capabilities. Microsoft Corp. was also sued for

its Xbox controller, however, unlike Sony, they settled out of court so they could continue usingthe technology for the follow-up Xbox 360.

A California judge ordered Sony to pay Immersion a licensing fee of 1.37 percent per quarter

based on the sales of PlayStation units, Dual Shock controllers, and a selection of PlayStation 2

games that use Immersion's technology.

PS3 advertised features removed post sale

Sony announced that on 1 April 2010 it was electronically removing Linux functionality from the

first generation PS3. A class action has been taken out in California challenging the legality of

"the disablement of valuable functionality originally advertised".
http://en.wikipedia.org/wiki/PlayStationhttp://en.wikipedia.org/wiki/Immersion_Corporationhttp://en.wikipedia.org/wiki/San_Jose,_Californiahttp://en.wikipedia.org/wiki/Sixaxishttp://en.wikipedia.org/wiki/DualShockhttp://en.wikipedia.org/wiki/PlayStation_3http://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Xboxhttp://en.wikipedia.org/wiki/Xbox_360http://en.wikipedia.org/wiki/Linuxhttp://en.wikipedia.org/wiki/PlayStationhttp://en.wikipedia.org/wiki/Immersion_Corporationhttp://en.wikipedia.org/wiki/San_Jose,_Californiahttp://en.wikipedia.org/wiki/Sixaxishttp://en.wikipedia.org/wiki/DualShockhttp://en.wikipedia.org/wiki/PlayStation_3http://en.wikipedia.org/wiki/Microsofthttp://en.wikipedia.org/wiki/Xboxhttp://en.wikipedia.org/wiki/Xbox_360http://en.wikipedia.org/wiki/Linux


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Environmental record

In May 2010, Sony ranked jointly with Panasonic 6th on Greenpeaces Guide to Greener

Electronics that assesses the policies on toxic chemicals, recycling and climate change of 18

leading electronics manufacturers. Sony has currently no products available that are completely

free of toxic vinyl plastic (PVC) and brominated flame retardants (BFRs). It has committed to

removing PVC and BFRs in its mobile products by April 2011.

Improvement efforts

Since 1976, Sony has had an Environmental Conference. Sony's policies address their effects on

global warming, the environment, and resources. They are taking steps to reduce the amount of

greenhouse gases that they put out as well as regulating the products they get from their

suppliers in a process that they call "green procurement". Sony has said that they have signed on

to have about 75 percent of theirSony Building running on geothermal power. The "Sony Take

Back Recycling Program" allow consumers to recycle the electronics products that they buy from

Sony by taking them to eCycle (Recycling) drop-off points around the U.S. The company has also

developed a biobattery that runs on sugars and carbohydrates that works similarly to the way

living creatures work. This is the most powerful small biobattery to date.
http://en.wikipedia.org/wiki/Greenpeacehttp://en.wikipedia.org/wiki/Sony_Building_(New_York)http://en.wikipedia.org/wiki/Geothermal_powerhttp://en.wikipedia.org/wiki/ECycle_(Recycling)http://en.wikipedia.org/wiki/Biobatteryhttp://en.wikipedia.org/wiki/Greenpeacehttp://en.wikipedia.org/wiki/Sony_Building_(New_York)http://en.wikipedia.org/wiki/Geothermal_powerhttp://en.wikipedia.org/wiki/ECycle_(Recycling)http://en.wikipedia.org/wiki/Biobattery


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Green TV

For sale in Japan on 30 July 2008, Sony's green product, new flat-panel 32-inch (810 mm) TV

150,000 yen (US$ 1,400; 900) Bravia KDL-32JE1 offers ecological consumers advantages of

less energy consumption (70% less) than regular models with the same image quality. Sony was

able to reduce carbon emissions totaling 79 kilograms (174 pounds) a year, without sacrificing

quality by developing a brighter back light and better filtering, which produces light more

efficiently. The TVs will have liquid crystal displays along with high-definition digital broadcast

capabilities.

Criticism

In 2000, Sony was ridiculed for a document entitled "NGO Strategy" that was leaked to the press.

The document involved the company's surveillance of environmental activists in an attempt to

plan how to counter their movements. It specifically mentioned environmental groups that were

trying to pass laws that held electronics-producing companies responsible for the clean up of the

toxic chemicals contained in their merchandise. In early July 2007, Sony ranked 14th on

the Greenpeace chart "Guide to Greener Electronics." This chart graded major electronics

companies on their environmental work. Sony fell from its earlier 11th place ranking due to Green

peaces claims that Sony had double standards in their waste policies.[74]

In 2005, it was made public that the videogame Full Spectrum Warrior, developed by Sony

Pictures Imageworks and Pandemic Studios, was paid for in whole by the United States
http://en.wikipedia.org/wiki/Kilogramhttp://en.wikipedia.org/wiki/Non-governmental_organizationhttp://en.wikipedia.org/wiki/Greenpeacehttp://en.wikipedia.org/wiki/Sony#cite_note-73http://en.wikipedia.org/wiki/Full_Spectrum_Warriorhttp://en.wikipedia.org/wiki/Sony_Pictures_Imageworkshttp://en.wikipedia.org/wiki/Sony_Pictures_Imageworkshttp://en.wikipedia.org/wiki/Pandemic_Studioshttp://en.wikipedia.org/wiki/United_States_Department_of_Defensehttp://en.wikipedia.org/wiki/Kilogramhttp://en.wikipedia.org/wiki/Non-governmental_organizationhttp://en.wikipedia.org/wiki/Greenpeacehttp://en.wikipedia.org/wiki/Sony#cite_note-73http://en.wikipedia.org/wiki/Full_Spectrum_Warriorhttp://en.wikipedia.org/wiki/Sony_Pictures_Imageworkshttp://en.wikipedia.org/wiki/Sony_Pictures_Imageworkshttp://en.wikipedia.org/wiki/Pandemic_Studioshttp://en.wikipedia.org/wiki/United_States_Department_of_Defense


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Department of Defense, for use as an urban combat trainer. Not only was the simulation never

used as intended, but the Army lost its full investment while Pandemic Studios went on to release

the simulation, now an entertainment game, through THQ and it became a success.
http://en.wikipedia.org/wiki/United_States_Department_of_Defensehttp://en.wikipedia.org/wiki/United_States_Department_of_Defense


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CHAPTER 4CONCLUSION


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SONY PLAYSTATION 3s CURRENT MARKETING MIX

In my opinion, the current marketing mix, Sony Corporation has is satisfactory to

customer needs. As it can be clearly seen that Sony as a company has expanded its

products and services from electronic and digital devices to television broadcasting

(i.e. Sony home entertainment) and entertainments like music (i.e. Sony BMG music

entertainment) and movie production and distribution (i.e. Sony Picture).

In providing a wide range of products and services with high quality, Sony has by far

influenced most of its customers perception favorably towards its products. From the

time the company was created, the quality of the products that Sony offers is

improving every year, although there is some occurrence of defects like the defect of

laptop batteries which had few incidences of explosions. A testament to the

companys adhesion to service oriented quality is the fact that the company suffered

losses in millions but recalled the whole product line. In our opinion and in hind-sight

this move though terribly did reflect as a loss in the books of Sony but in the long run

proved priceless and effective in underlining Sonys commitment to satisfying

customer needs. Simply put, everybody speaks of Sony as a company which will

accept and rectify its mistakes. In this day and age where MNCs dictate every norm

of life, this move of Sony has added a humane touch to the Corporations name.

Even though the prices imposed by Sony ps3 seems to be fair with consideration of

the quality of the products and services offered, the only problem is that, Sony ps3 is

priced its too expensively for lower class customer so as to afford their product. Apart

from that Sony Ps3 has targeted its market mainly to urban customers as they are theonly customers who can afford such expensive product. In our opinion, we think Sony

has to create some low end models with low prices, which can be affordable to low

income users. Implementation of this policy will help Sony to tap into a huge reserve

of potential users.

As we have mentioned above, in case of place (distribution) in the UAE, Sony Ps3 has

policy in line with UAE government regulations wherein their promotions conform to

strict local laws and culture. By doing so, Sony has taken the edge away from its sharppromotional activities but then, so have all its competitors. Also for post sales service

Sony Ps3 relies solely on the services of its distributors e.g. Jumbo electronics and

SharafDG. A solely owned and maintained service centre would indeed add to

customer satisfaction and to a large extent remedy the problems the customers face

after buying Sony Ps3 from these distributors.


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Sony has promoted its products through different sales promotional strategies. For

example after the release of the Sony BRAVIA television sets, Sony promoted them

by early bird prizes by saying that all BRAVIA full HD LCD TVs purchased during

July 2008and registered within two weeks of purchase qualify for a Bonus Playstation

3 as long as the customer claims is one of the first 35,000 received and validated by

Sony.

Public Relations and Publicity

Public relations is a broad set of communication activities employed to create and

maintain favorable relationship with employees, shareholders, suppliers, media,

educators, potential investors, financial institutions, government agencies and officials

and society in general.

Through its website, Sony Corporation has provided contacts for those customers who

will be in need of any information from the company. In this way Sony can create a

mutual relationship with its customers and ensure that it serves the wishes and

demands of its customers.

Unpleasant situations arising as a result of negative events may precipitate

unfavorable public reactions for an organization. To minimize the negative effect of

such situations leading to unfavorable coverage, the company has policies and

procedures in place to manage help any such public relation problems.

For example, Sony released an ad depicting a man smiling towards the camera and

wearing on his head a crown of thorns with button symbols (, O, X, ). At the

bottom, the copy read as "Ten Years of Passion". This supposedly took advantage of

the publicity from the Mel Gibson film The Passion of the Christ. The advertisement

outraged the Vatican as well as many local Catholics, prompting comments such as

Sony went too far" and "Vatican ex-communicates Sony". After the incident, the

campaign was quickly discontinued.

Another example is that, In July 2006, Sony released a Dutch advertising campaign

featuring a white model dressed entirely in white and a black model garbed in black.

The first ad featured the white model clutching the face of the black model. The words

"White is coming" headlined one of the ads. The ad has been viewed as racist by

critics. A Sony spokesperson responded that the ad does not have a racist message,

saying that it was only trying to depict the contrast between the black PSP model and

the new ceramic white PSP. Other pictures of the ad campaign include the black

model overpowering the white model. So its the duty of the public relation

department of Sony to solve such issues as mentioned above so as to ensure that it

maintains a good public relation with the public.

SONY Playsation 3 Place (Distribution)


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Decisions with respect to distribution channel focus on making the product available

inadequate quantities at places 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 or wholesalers.

Sony being the company which positions itself as a seller of durable and high-end

products, it is practicing selective distribution of its products from the selective dealers

i.e. SONY World. Apart from this there larger markets in the UAE and other countries

where a practice of intensive market coverage is practiced, and the products in these

kind of markets normally do not posses all the features and benefits which Sony offers

e.g. warranty and guarantee. Sony being the company which positions itself as a seller of durable and high-

End products, it is practicing selective distribution of its products from the selective

dealers i.e. Sony World. Apart from this they are grey-markets where practice of

intensive market coverage is practiced, and the products in this kind of market

normally do not posses all the features and benefits which Sony offers e.g. warranty

and guarantee. Through the Internet, Sony has helped its customers to find the nearest retailerShop where we can buy the Sony Ps3.

Sony distributes its Ps3 in various channels. It uses Zero-level channel, one level

channel and two-level channel. In the UAE, Sony has used the method of one-level

distribution channel. This means that, customer buys their Sony Ps3 from the retailers

recognized by Sony, and these retailers buy the Ps3 directly from the company itself.

Through the internet, Sony has helped its customers to find the nearest retail shop

where they can buy the Sony Ps3. All you have to do is to go to their website

e.g.www.sony-mea.com and just pop into the nearest Sony retail showrooms.

Some of them are listed below:

JUMBO ELECTRONICS THE BIGGEST SONY DISTRIBUTOR IN THE

UAE


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SHARAF DG

Store Locations

1.DEIRA CITY CENTRE

2.IBN BATTUTA MALL

3.TIMES SQUARE CENTRE

4. DUBAI MALL

5. SHARAFDG-AL WASL

6. SHARAFDG 4U-MANKHOOL

7.ABU DHABI DUTY FREE STORE

8.SHARAFDG SAFEER MALL

Sony Playstayion3 Procurement


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Sony's procurement activities are based on two main principles. One is meeting

the expectations of Sony customers worldwide. Customers expect Sony products and

services to offer a high level of value. They also expect Sony to be a good corporate

citizen through its operations. Sony's procurement activities are no exception in meeting

these expectations.

The other is relationships with suppliers. Sony procures parts and materials for

Ps3 from numerous suppliers worldwide. Sony's worldwide procurement activities

require smooth relationships with suppliers based on mutual trust and cooperation. Sony

therefore places importance on creating such relationships with suppliers. Sony believes

that both Sony and its suppliers need to be good partners in order to provide highly

appealing products that satisfy customers, and to be good corporate citizens through such

activities as green procurement


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CHAPTER 5

LIMITATIONS


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Limitations of the project

Although the project has been worked out at its best yet there are some limitations, whichcannot be overlooked. Had these limitations been overcome, the findings would be

accurate.

Some of the limitations are:

1) DATA CONSTRAINT:

All the data that has been collected for this project, has been taken from secondary

sources like websites, magazines, newspapers and book.

2) TIME CONSTRAINT:

Time was really a limiting factoring the project. Its really difficult to work out such a

large project between two months time.

dikshant's project (2)

Documents

Transcript of dikshant's project (2)