New Marketing Communication- Site Xplod -

Objectives of Site Re-construction• Talk the BrandTalk the Brand

– Keep on sending branding message to fight vs. Competitors ATL. – Make Sony fun among young generation who will make future trend of the category.

• Enhance Product Benefit CommunicationEnhance Product Benefit Communication– Send the benefit of the product, not only feature. – Touch the heart of consumer with Sony’s engineering emotion.

• Business IncreaseBusiness Increase– Installer channel activation

• Attack field installer which is the main business field of Pioneer. – Model mix and attachment ratio improvement.

BrandingSITE

NEW XPLOD

Product Product BenefitBenefit

Business Business IncreaseIncrease

Talk the BrandTalk the Brand

Communication & Biz drivenBrandingSITE

SONY.U

Product/Feature Driven

Products

BEFORE AFTER

<NEW SITE CONCEPT>

Grand Layout

HighlightsHighlightsImportant 4 highlights. To be update every month.

Demo CarsDemo CarsShow the project of Xplod demo cars

as an ambassador of the brand.

NEWSNEWSUpdate of any news.

Product launch, campaign.

SurveySurveyThis will be replaced

with Video library.

Jump to Sony UJump to Sony UShow the product info.

Main MenuMain Menu Icons to navigateto the 8 content.

Talk the Brand

Reinforcement of the Brand through site. 1. Brand commitment for target customer. 2. History of Sony and Xplod

Communication of Product Benefit

Video library to communicate the benefit of the product.

AS THE FEATURE IS BECOMING COMPLICATED FOR FINAL CONSUMER NOWADAYS, AS THE FEATURE IS BECOMING COMPLICATED FOR FINAL CONSUMER NOWADAYS, THE VIDEO WILL COMMUNICATE THE FEATURE TOGETHER WITH THE CONSTOMER BENEFIT. THE VIDEO WILL COMMUNICATE THE FEATURE TOGETHER WITH THE CONSTOMER BENEFIT.

Thumbnail of the product and functions.

Communication “Story inside”

ROOM OF EMOTION

TO JUSTIFY THE PRICE PREMIUM AND QUALITY OF SONY ENGINEERING, TO JUSTIFY THE PRICE PREMIUM AND QUALITY OF SONY ENGINEERING, KEY PERSON OF THE PRODUCT DEVELOPMENT WILL TALK ABOUT THE INSIDE STORY. KEY PERSON OF THE PRODUCT DEVELOPMENT WILL TALK ABOUT THE INSIDE STORY.

Quality!! Emotion!!

Offering solution• Project Simulator “Monte Seu Som”

INCREASE THE TICKET PRICE OF THE CATEGORY AND ATTACHMENT RATIO OF THE SPEAKERS.INCREASE THE TICKET PRICE OF THE CATEGORY AND ATTACHMENT RATIO OF THE SPEAKERS.

IDEAL MODEL-MIX AND PROFIT MAXIMIZATION IDEAL MODEL-MIX AND PROFIT MAXIMIZATION

Build your system from scratch!!

Recommendation by Sony!!

The graph visualize the level of the project. EASY!!

Ownership and pride to sell Sony

Opinion maker to influence others

Enhancement ofSpecialty & Expertise

Installer activation

CURRENT SITUATION

Sony stronger power in retail. Strong brand power of Pioneer.

Lower distribution vs. Pioneer.

ON-LINE CLUB OF INSTALLERS.ON-LINE CLUB OF INSTALLERS.BRAND AWARENESS AND BUSINESS INCREASE!! BRAND AWARENESS AND BUSINESS INCREASE!!

Best selection of “opinion maker” installer!!

Installer activation

- Special interview to talk about Sony!!- Make an influence for small installers!!- Monthly update to keep the content hot!!

Lead to the POS in whole Brazil.

Where to find?

Demo Cars

• 5 types of the demo-car will be updated. • Peugeot 206 with USB System (Old)• Honda Civic with Bluetooth System (Old) • Toyota Hi-lux with DVD System (Actual) • Ford Ranger with Sony total solution. (Coming Soon!!)

MAXIMIZE THE APEARANCE OF XPLOD DEMO-CARS AS OUR AMBASSADOR MAXIMIZE THE APEARANCE OF XPLOD DEMO-CARS AS OUR AMBASSADOR TO COMMUNICATE THE CAR LIFE-STYLE MADE BY SONY AND THE IMPACT OF THE HIGH-END SYSTEM. TO COMMUNICATE THE CAR LIFE-STYLE MADE BY SONY AND THE IMPACT OF THE HIGH-END SYSTEM.

Community Creation with Final Consmuer

Everybody has a chance to be Xplod Ambassador!!

INVITE THE FINAL CONSUMER TO XPLOD WORLD TO BE THE PART OF OUR BRAND. INVITE THE FINAL CONSUMER TO XPLOD WORLD TO BE THE PART OF OUR BRAND. OFFER A PRODUCT TO INSTALL AND SHARE THE BEST CARS ON THE SITES. OFFER A PRODUCT TO INSTALL AND SHARE THE BEST CARS ON THE SITES.

COMING SOON!!

YoutubeSNSXPLOD SITE

CREATE AN ONLINE BUZZ!CREATE AN ONLINE BUZZ!

+YOUR VW GOL!!

THE BEST CARS will be...

SYSTEM SONY!!

1. Investments for SEM.

2. Pop up and Banners.

PULL the Visits

PUSHthe content

Traffic Creation

THE CLICK WILL BE MEASURED BY KPI DEFINED. THE CLICK WILL BE MEASURED BY KPI DEFINED.

3. Specialized Magazine.

4. Direct e-mail MKT for 600 installers.

Hotsite Access

12%

88%

100%

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10000

12000

14000

16000

May FY10 June FY10 Total

Visi

tant

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0%

20%

40%

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80%

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120%

Qtd %

In June traffic increased more than 6x!!

Visit the new site XPLOD!!

http://www.sony.com.br/xplod