Sony Audio System

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CHAPTER I

INTRODUCTION

1.1 Introduction

Music music is heard every where in the universe nature

is itself a replica of music we hear music in rain, storms, birds,

flowing water, buzzing wind etc. Life in present day world is full

of tensions. Music has proved that tensions and different types

of diseases are cured by it.

In the world of entertainment music plays a vital role.

Past from so many decades music has been prominently

recognized as an important means of entertainment. In olden

days music was played in different techniques such as bamboo

sticks, canes strings etc. They were the only way by which

people used to play music and enjoy.

As the days passed, people started developing, even their

style of living were developed. They started using different

types of instruments such as tabala, veena guitar, tamboori

flute etc.

Tansen, Surdas, were the great musicians in those days,

but now many of them have really listended to their music, this

was because there were no music medias in those days.

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To over come such drawbacks, in the mid of 17 th and 18 th

century, due to science and technology music system such as

transistors, radios, gramophones, were invented. During 20 th

century there was a rapid growth in industrial development

science and technologies were changed. New technologies

were adopted and tape recorders decks music system were

developed few years age.

But now there are many types of audio systems available

in the market consumers all wants and demands were fulfilled

by many industries and companies, even more sophisticated

technologies were used then CD players, MP3, Walkman were

invented recently.

In this project work- I am going to deal with CAR AUDIO

SYSTEMS. As a real admires of music, I choose SONY CAR

AUDIO SYSTEMS because of true and dedicated efforts to

develop music they have got music company named SONY

MUSIC.

1.2 Objectives of the Study

To analyse the factor influencing in selection of Sony

car audio system.

The analyse the purchasing behaviour of the

consumer.

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To determine the profile of premium car audio

system users.

To find out brand awareness of Sony car audiosystem.

To know the market share of Sony car audio system

in the Davangere.

To compare the performance of Sony car audio

system with other car audio system.

To offer/give suggestions to the company based on

survey data.

1.3 Methodology

Data collection method : In this method both primary and

secondary data has been collected. Primary data has been

collected by administrating a well structured questionnaireamong the selected responded these respondent selected

randomly by applying simple random sampling etc.

Secondary data has been collected by referring

magazines, newspapers, journals and from website.

A. Research Design

Questionnaire has been prepared and distributed to

different groups and segments if people and then collected and

classified them according to their age education, occupation,

income groups, even the interviews are done in the some way.

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From the data collected statistical representation has been

drawn according to their percentage efforts have been made to

analyse the taste and preferences of different groups of peopleregarding Sony car audio system.

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Statistical Tools Used

Calculations of percentages, tabulation table, graphs

frequency distribution bar graph pie chart is the technique usedto interpret the data and analyze them.

At the end according to survey analysis and findings some

suggestions and conclusion are drawn to increase the sales and

marketing performance of the Sony car audio systems.

1.4 Scope of the Study

The scope of the study has been confined to Sony car

audio systems. Davangere city has been selected for the

purpose the study which is commercially and educationally well

developed and in Davangere city we can sea more number of

rich class people.

The study has been conducted to know the marketing and

consumer behavior towards the Sony car audio system.

As in todays electronic world there are so many different

types of audio systems, for different companies.

The consumer may find it difficult to select the systems.

This study may help the consumers to make this selection

easy.

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This study may be helpful for the Sony company dealer in

making decisions depending on the survey conducted by

interviews.

As the study includes field work, we are able to know how

if different groups of people react to different types of car audio

music systems.

1.5 Limitations

Despite of all possible efforts to make analysis

comprehensive and scientific a study of this kind is bound to

have some limitations they are:

The study of marketing of car audio system is confined

to Davangere only because of time constraint.

The study is restricted only to 100 users of Sony caraudio systems.

There may be some bias by respondents while

answering.

The data collected are assumed to be factual.

The finding may not remain for very long time because

it is not possible to control the demographic changes in

the consumer profile.

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CHAPTER II

COMPANY PROFILE

2.1 History

In a burnt-out department store in Tokyo in 1946, just

after world war II, Masaru Ibuka and Akio Morita, running a

company then known as Tokyo Tsushin Kogyo, attempted to

produce a simple electric rice cooker. It didnt work too well

but it kicked-off their desire to produce products for everyday

life.

In 1958, the company name was changed to Sony

corporation and since then, Sony has become one of the most

recognized brand names in the history of the modern world,

Sony derived from the Latin word Sonus, which means sound,

coupled with the English term sonny referring to young boys of

the 1950s was chosen because it was simple, easy to read and

could be pronounced in any language.

Form the outset, Ibuka and Morita strove to develop

exciting products to fulfill peoples dreams. More importantly,

the company was committed to developing products that did

not exist anywhere else, no matter how complicated or

technologically difficult. Form its first transistor radio in 1955,

to the Trinitron, walkman, Betacam, Handycam, the compact

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disc and floppy disc Sony has continually made things better,

smaller and more innovative than ever thought possible.

Sony corporation now spans a range of industries includingaudio visual electronics, information technology, broadcast,

telecommunications, entertainment, satellite broadcasting and

even insurance and finance. It has nearly 1,000 consolidated

subsidiaries, more than 160,000 employees worldwide and in

the 1996/1997 fiscal years, sales hit a record $US46 billion.

Throughout the world today, Sony stands for innovation,

state of the art technology and superior quality. Leading into its

next fifty years, Sony vision is to offer people exciting new

products and new lifestyles and remains committed to the

challenge of creating and realizing these dreams.

Sony in India

Sony is not new to India. Whether it was the television, or

the walkman, a Sony always remained a must in the wish list of

any Indian, returning home from abroad. This love for the brand

culminated in a new relationship when inspired by a reform

friendly Indian business environment, Sony corporation decided

to set up a 100% subsidiary called Sony India on 16 th January

1995.

The Company

Mission

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Sony India focused towards making a difference in the

lifestyles in the Indian market and open up new vista of

entertainment in the country.Sony India remains committed towards offering new age

technology and digital concept while working hand in hand with

the Indian industry to produce and sell excellence. Their

consistent commitment towards service has brought the

company quite closer to the Indian customer.

The corporate

Sony is synonymous with technological revolutions.

Over the last 53 years, the company has evolved into a

luminous brand with a unique selling proposition technology

innovation and premium quality in the field of hi-tech

entertainment. Today, apart from being personal favourites of

millions, Sony is the also the preferred choice for professional

requirementss. The companys leadership position in the world,

today, is a reiteration of its ability to connect with the

customers mental space.

2.2 New Products Launch

In 1950 Sony launched Japans first G type recorder and

Sony type magnetic tape and stereo phonic sound and

transistor technology were developed and commercialized.

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NORIO ONGA, section manager of the tape recorder

diversion began to push to make reel-to-reel tape recorders

easier to use in 1960.

1951 Developed the stereophonic audio system for the

first stereophonic broadcasting in Japan though NHK.

In 1957 Introduced the world first pocket sized transistor

radio (TR-63).

1960 Marketed the worlds first transistor television

(TV8-301).

1962 Marketed the worlds Smallest and lightest micro TV

(TV5-303).

1963 Launched the worlds first compact transistor video

tape recorder (PV-100).

In march 1968-CBS/Sony records Inc was born capitalized

at 720 millions yen it had been the first foreign-Japanese joint

venture to act as a major worldwide manufacturer of both

hardware and software music.

1969 Compact cassette recorder (TC 50) taken abroad the

Apollo 10 spaceship on its successful mission to the moon.

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1971 Introduced inch U-Matic color video cassette

player.

1977 Marketed the worlds first consumer PCM audio unit.

1979 Marketed the first Walkman personal stereo.

1982 Co-developed compact disc audio technology with

Philips and introduced the first CD player.

1987 Introduced digital audio tape deck ED Beta line of

high quality VTRs launched.

1991 Introduced worlds smallest digital micro recorder

scoopman.

1992 Introduced mini disc (Portable recorder, portable

player, personal system and in dash car stereo player) technical

development of visortron personal LCD monitor.

1999 Super Audio CD, next generation audio carrier AIBO

four legged entertainment robot.

2001 InfostickTM Bluetooth TM module demonstrated at

CES in the US Worlds largest full colour organic EL Display.

Network Handycam IP (DCR-IP7) and new recording format

MICROMV.

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2.3 Global Sony

In 1960 SONAM had created a blend business venture in

US.

In 1970 Sony entered into contracts with super scope Inc,

joint venture agreements and technology transfers IBM and

others companies and set a special forum to fight its law suits

in us.

In Sept 1976 Sony received proposal from its US

advertisement agency for a new beta war advertising campaign.

2.4 Competition

The somewhat silent Indian audio market is set for some

noise with the entry of Kenwood and Akai, Aiwa, Panasonic and

Sansui and this noise could infact, be music to the ears of

consumers, considering that the entry of Koreans into any of the

electronics segment has resulted in a sea change.

Though not major players in the audio market world wide

there is sudden but high decibel activity from them in the Indian

market that could result in more technological enhancement

and innovations in smaller size systems.

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The competition in the audio market has been limited and

hence the activity in this segments has been limited with thecoming on of Koreans expect increased activity which will help it

grow.

The Koreans are playing only in one segment if the audio

market the mini hifi which accounts for 40% of the Rs. 1000-

crore market both the player have come in with a limited range.

Kenwood is focusing on the top 10% of the market with

music system priced above Rs. 12000 it expects the DVD

compatible segment to grow the most they also have come up

with digital built in amplifiers.

The competition among all these results in higher growth

happening in the CD based music system market. As Sony

company deals with all these products i.e., DVD, CD, MP3, they

face very hard competition though they face hard competition

they have 80% share in audio segments.

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CHAPTER III

PRODUCT PROFILE

3.1 Current Car Audio System Market

Though the history of car audio/radio systems can date

back to the introduction of cars as means of personal

transportation system in India, the real growth can be detected

from the early 80s. One of the early entrant in the car audio

systems was pioneer, the systems were available only in grey

market and the price was also low a typical grey market

character. Among the late entrants after 90s were Sony,

Kenwood, and others.

Long distance travel and love for music made people to

install audio systems in their cars which not only reduce their

boredom but also made their journey more lively and less

tiresome. Radios were the early introduction of compact disc

players in the mid 90s which revolutionized the car audio

systems market. A complete audio system constitutes of ahead unit viz. Cassette/CD player, Amplifier and the speaker

system for sound reproduction. Speaker constitute a very

important component of the audio system, these include

woofers, sub-woofers, tweeters and midrange speakers.

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The Indian car audio system market can be categorized

into lower end segment and the premium end segment. The

former is dominated by pioneer systems as they are easilyavailable in grey markets at a very low cost and is of good

quality compared to the locally made speed king systems. The

aesthetics play a vital role in selecting these pioneer systems.

The market for premium end car audio systems is restricted to

major cities only, the demand for these system these pioneer

systems. The market for premium end car audio systems is

restricted to major cities only, the demand for these systems

are very susceptible to a high craze for quality music backed by

purchase power. This segment is high craze for quality music

backed by purchase power. This segment is shared by

Kenwood, Sony, which are officially available in the country.

There is an intense competition between these European and

Japanese manufactures. Sony and Kenwood being the early

invaders are facing a stiff competition from the alpines growing

market share. Many of these have arranged for a strategic

aliance with major car makers to market their products as

standard equipment/fitment in their cars. Kenwood comes as a

original equipment for Mercedes Benz E class, Kenwood comes

with Maruti 1000 lx series and Opel Astra Club where as Sony

comes with Lancer, Corlla as an original equipment.

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3.2 Product Profile of Sony Car Audio System

Sony WX-4500X

CD/Cassette Receiver with CD Changer Controls

Chosse your format and get ready to roll with this comboo

receiver! Sonys WX-4500X fills your Japanese cars oversized

dash opening with great sound from its AM/FM radio, cassettes,

or CDs. Itll even play your CD-R and CD-RW mixes! Whatever

your preference, the music comes through loud and clear with 4

channels of 23 watts RMS power.

Select the perfect contour with EQ7s preset curves and 7-

band equalizer. The Dynamic Soundstage Organizer (DSO)

raises the soundstage of your front door-mounted speakers for

more spacious. Adding an amp/subwoofer combo? The

subwoofer preamp outputs feature a built-in low-pass cross over

(selectable at 78 or 125 Hz, 12 dB per octave) and level

adjustment (-10 to +10 dB), giving you convenient control over

the quality and impact of your bass. Built-in high-pass cross

overs to you remove low bass from the units speaker outputs,

so your vehicles speakers play more efficiently. Optional wired

and wireless remote controls are available.

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Key Features

Multicolor display

7-pattern spectrum analyzer

EQ7 features 7 bands of EQ (+/-10 dB at 62, 157, 396,

1,000, 2,500, 6,300, and 16,000 Hz) and 7 EQ presets

(Vocal, Club, Jazz, New Age, Rock, Custom,

and Xplod)

DSO (Dyanamic Soundstage Organizer) raises and

widens soundstage to improve imaging of poorly-placed

factory speakers.

2-level loudness

Dolby B noise reduction for quiet cassette performance.

tape EQ permits use of metal tapes.

SSIR-EXA tuner

20 FM/10 AM presets

CD changer controls

Custom File-allows titling of up to 110 discs with

compatible CD changer.

Subwoofer preamp outputs (with low-pass crossoverand level control)

Built-in high-pass crossovers on front/rear speaker

outputs.

Plays CD-Rs and CD-RWs

Clock

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Optional remote control

23 watts RMS/50 peak x 4 channels

CD frequency response 10-20,000 Hz

Tape frequency response 30-18,000 Hz

CD signal-to-noise ratio 92 dB

Tape signal-to-noise ratio 67 dB

FM sensitivity 8 dBf

1-year warranty

.SONY XR-CA350X

The XR-CA350X features a bright negative LCD segmented

display, SSIR-EXA Adaptive Reception tuner, and MD/CD

changer control with CD Text. With CD Text, the title, track, and

artist of compatible CDs are displayed on the multi-line graphic

display. The knob encoder lets listioner control the volume and

audio functions by feel, so listioner wont have to take his eyes

off the road. If you like custom-tweaking your sound, youll love

the bilt-in 3 band equlaizer with user-adjustable presets.

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Features

Negative LCD display

CD/MD control

Best Tuning Memory

XM Satelllite Radio Ready

EX7 3-band equalizer

CD Text display

SSIR-EXA Adaptive reception45 x 4 high power

Sony XR-CA650X

The detachable faceplate XR-CA650X features My Best

Position (MBP) that retains three user preset balance and fader

settings for hassle-free operation. Other features include abright a bright flip-down 3-color LCD segmented display, SSIR-

EXA Adaptive Reception tuner, and MD/CD changer control with

Custom File disc titling. With CD Text, the title, track, and artist

of compatible CDs are displayed on the multi-line graphic

display. The knob encoder lets you control the volume and

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audio functions by feel, so you wont have to take your eyes off

the road.

Features

Rotary Encode/Cross key design

Flip-down, detachable feceplate

3-Color LCD display

CD/MD control

My Best Position (MBP)

EQ7 7-band equalizer with 7 user-adjustable presets

Custom File display

CD Text display

SSIR-EXA Adaptive reception

50 x 4 high power

Sony XR-F5100X

Cassette receiver with CD changer controls

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Sonys XR-F5100X cassette receiver takes greata careof

your tapes. The full-logic tape mechanism treats them gently,

while coaxing great-sounding music out of them. For musicaladjustability, EQ3 offers 7 preset tone curves and a 3-band

equalizer. Shape the sound to your liking, and the potent built-

in amp (23.2 watts RMS x 4) will bring it to life.

Dynamic Soundstage Organizer raises the soundstage to

put you in the center of the music. Expand your entertainmentoptions by adding a Sony XM tuner or CD changer. Sony

includes a wireless remote, but you may prefer the gratifying

feel of the Rotary Encoder for making adjustments-just give it a

spin, and youll see what we mean!

Key FeaturesDetachable, fold-down face

Rotary Encoder for easy adjustments

Full-logic, soft-touch controls

SSIR-EXA tuner

18 FM/12 AM presets

Seek tuning

EQ3 (3-band equalizer and 7 preset tone curves)

Dynamic Soundstage Organizer

XM SAtellite Radio Controls (DM subscription, optional

Sony XM tuner, and antenna required to receive the

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satellite radio signal)- service is available only in the

lower 48 states, not available in Alaska, Hawaii, or U.S.

territories.

CD changer controls

Rear preamp outputs with low-pass filter in subwoofer

mode

Wireless remote

Clock

23.2 watts RMS/52 peak x 4channels

tape frequency response 30-18,000 Hz

tape signal-to-noise ratio 61 dB

FM sensitivity 9 dBf

warranty : 1-year

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Chapter-IV

District Profile

4.1 Historical Background:The name "Davangere" is derived from the "DAVANE" which means a

rope in Kannada, used for tying the cattle and horses on the bank of a big lake.

In the year 1811 the name of the small village with about five hundred houses

has changed to DAVANGERE. It is said that Hyder Ali gave it as a Jahgir to a

Maratha Chief named Appajiram who encouraged merchants to settle there.

Important historical monuments of the district, the inscriptions and coins that

belong to the Mauryan period are found in Jaglur taluk of this district.

On 2nd March of 1934, Mahatma Gandhi visited Davangere and laid

foundation stone for a high school. It was not just beginning for educational era

in Davangere but a major mile stone. Today there are 3 Engineering, 3 Medical,

2 Dental, 1 Fine Arts, and

other professional courses

like ayurveda, commerce,science, arts, agriculture,

pharmacy and

polytechnic. Kuvempu

Universitys study center,

PG Center and

Engineering Collage are

in Davangere.

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4.3 DISTRICT AT A GLANCE

Country India

State Karnataka

Headquarters Davanagere

Talukas Davanagere, Harihar, Jagalur,Honnali, Channagiri, Harapanahalli

Population (2011)TotalDensity

1,946,905

850 /sq mi

literacy rate 76.3%

Official Language Kannada

Time zone IST (UTC+5:30)

PIN 577001-006

Telephone code + 91 (08192)

Vehicle registration KA-17

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4.4 INDUSTRIES:

Number of Factories as on (31-03-2006)

Taluk Textiles Chemical Engineering Others Employees

Channagiri 0 1 4 0 75

Davangere 12 5 27 134 5090

Harapanahalli 0 3 0 0 450

Harihar 0 0 13 21 890

Honalli 0 0 0 10 110

Jagalur - - - - -

Total 12 9 40 169 6615

BANKS

Taluk Banks (As on 31-03-2006)

Taluk CommercialBanksGrameenBanks

TotalDeposits(Rs. Inlakhs)

TotalCredits(Rs. Inlakhs)

CreditDepositsRatio

Channagiri 13 1 9223 19751 2312

Davangere 43 10 67466 69618 103

Harapanahalli 4 11 8410 7853 93

Harihar 13 8 16890 22887 135

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Honalli 11 2 9849 14457 147

Jagalur 3 10 5496 6472 118

Total 87 42 117334 140864 120

4.5 SCHOOLS & COLLEGES (As on 31-03-2006)

Taluk PrimarySchools

HighSchools

Pre-University

Colleges

GeneralColleges

EngineeringColleges

MedicalColleges

(includingAllopathy& IndianMedicines)

Polytechnics

Channagiri 321 60 10 1 0 0 0

Davangere 654 146 45 6 3 1 2

Harapanahalli 337 53 11 2 0 0 1

Harihar 252 57 13 2 0 0 0

Honalli 325 40 8 2 0 0 0Jagalur 245 36 9 1 0 0 0

Total 2134 392 96 14 3 1 3

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CHAPTER V

DEALERS PROFILE

5.1Introduction

The Modern Marketing stockiest and restockists play a

very important role from the viewpoint of manufactures. The

dealers play an important role in the distribution channel of

companies products.

Mr, A.S. Basavaraj is the proprietor of the firm Sony

exclusive showroom who distributes Sony products in

Davangere city. Mr. A.S. Basavaraj started (established) Sony

exclusive show room in 27lh December 2006-07 with an

investment of Rs. 8.00,000 the firm is a sole trading concern. He

is a graduate in the field of science. He invested initial capital to

start dealing the Audio, Radio, TV and Handy Cam, the

businesses gradually earned profit. This growth and profitability

made him to expand his business further by taking the

dealership of newly introduced products like, cyber shot. Handy

cam, TV and Laptops of Multinational company like Sony. The

placement of shop is at # 8 and 9. Murugarajendra

Complex Opp. Jayadeva Petrol Bunk, Hadadi Road, Davangere -

577 002 which is the main business center for electronic goods

the promise of the shop is rent oriented.

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A.S. Basavaraj as a Manager of Sony Exclusive showroom.

In this firm 6 salesman is also service man are working

effectively and to the efforts in giving good customer serviceand in maximizing the profit of the firm and to achieve the

organizational goals.

5.2 Organizational Structure of Sony Exclusive Showroom

5.3 Sales Performance

The sales performance of a business of basic function,particularly in a commercial concern. The value as well as the

value of sales and the consequent margin of profit ultimately

gives the size of business pattern of organization the financial

arid personnel promises.

31

ProprietorA.S. Basavarajappa

Sales Executives

Shivashankar Vageesh Mallikarjuna Veeresh

Gopal Yashwanth


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The sales management is the item applied to (he process

of distributing the goods from the producer to (he nllimate user

or consumer. The covers selling advertising, sales promotion. Transporting, landing, financing and risk taking.

Sales management is utmost importance in the firm as the

profits and customer satisfaction cannot be ascertained without

sales of the products.

Sales performance of Sony Exclusiveshowroom for the year

Years Net Sales (In Rs)

2010-11 4,00,000.00

2011-12 6,00,000.00

By the above result it is easy to say that the

firm is maximizing its profit by giving goods customer

service.

5.4 Marketing Strategy

Marketing strategy adopted by the Sony exclusive

showroom.

Product Strategy

Sony exclusive showroom is dealing in multi products

like, TV, Audio Sets and electronic equipments of particular

company product like, Sony.

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Price Strategy

The firm attracted with the large number of consumers

or customers as it company offer Discount and provides

facilities credit terms for the buyers.

Promotion Strategy

Sony exclusive showrooms making all efforts in providing

advertisement through the Media's like TV Channel (city

cable), Newspapers are, Deccan Herald, times of India.

Vijaya Karnataka. The Hindu for their promotive of products

in which they deal and also provide door delivery.

Place Strategy:

The Sony exclusive showroom is situated at the valuable

place of Murugarajendra Complex, Hadadi Road, which was the

main marketing place for electronics goods.

5.5 Strength and Weakness of the Firm

Strength:

1. Availability of necessary infrastructure2. Adequate production capacity

3. Skilled manpower

4. Good locations.

5. Wide distribution network

6. Motivated Staff.

7. Efficient Management

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8. Consistency in earning profit

Weakness1. Rising cost of operations

2. Growing negative firm relatives

3. Non availability of raw materials

4. Problem of under utilization of capacity

5. Shortage of trained developers

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CHAPTER VI

MARKETING STRATEGY

6.1Introduction

Marketing is the composite in a society by which demand

structure for goods and services is intelligently anticipated or

enlarged and satisfied through conception, promotion,

exchange and physical distribution of such goods and services

which can satisfy wants, needs and desires of users in the

market place.

Marketing program starts from the product idea and does

not end until customer wants are adequately satisfied

customers are the pirot around which the entire marketing

operations revolve. Alpha and Omega of marketing

management is marketing research marketing therefore stands

much before the actual selling of product by doing an analysis

of the needs and ants of buyers and continues even after the

selling of product again by selling whether the product offeredgives complete satisfaction to the buyer or not.

As a business grows longer and as management becomes

more remote from the market price, marketing management

has to rely more heavily on marketing research as a managerial

tool in solving any problem in the field of marketing. It is an

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invaluable tool in decision making based on scientific

investigation and analysis of a marketing problem on an

opportunity.All business decision are based on information marketing

decisions at present relay more and more an formal marketing

research studies and on going marketing information system.

Marketing Research

Marketing research is one branch of the marketinginformation system. This category includes the study of

markets with regard to certain products of a company. Market

means actual and potential customers market research is the

systematic and intelligent investigations on study of the who

what, where, when why and how of actual and potential

buyers.

Market research is primarily concerned with the

investigation, analysis and measurement of market demand.

This involves analysis of market potentials for existing products

and estimating demand for new products sales forecasting

characteristics of products markets, analysis of sales potentials

and studies on market trends.

Market research may also include study of competitors,

consumer behavior studies, analysis of environment or external

forces, public policy studies and investigation of economic

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3. Specific: The information should focus on one specific

problem.

4. Decision-Oriented: When gathered the informationshould result in a decision.

Market Process

Generally company should look at probable ideas and

concepts that it could successfully venture into, to begin with

these ideas or concepts would then require some vetting which

is done through studying the market consumers in the market in

the terms of how, what and why do they buy and in denitrifying

probable customers it could serve. Then, based on all these

inputs the company should design its products offering, make

distribution and promotion decision and set appropriate prices.

To do this it is imperative to keep in touch with the end

customer through market research and test marketing prior to

final implementation in the overall market.

Marketing Process

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Concept

Selling

Analysis of MarketOpportunityImplementation

Marketing TestingMarket strategy

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Concept Development

To begin with a new idea or a concept for a product is to

be generated these ideas or concepts can be developed due to

change that happens in the marketing environment, that is

changing customers needs, technological changes, political and

economic change etc.

Analysis of Marketing Opportunity This stage of the marketing process includes, studying, the

environment in which a company will operate, and introduce its

offering. This environment includes socio-economic conditions,

poliltical and legal conditions, competition in market etc.,

Further, the market opportunity analyzed by studying and

understanding the consumer buying behavior. Once this is

done then the company identifies the various groups of

prospective customers and targets those groups that is can

serve best. s

Analysis of the Marketing Opportunity

39

Understandingthe Market

environment

Understandingconsumerbehavior

Analyzingthe marketopportunity

Identifying TargetMarket

IdentifyingMarket

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Marketing Strategy Design

Marketing strategy design involves designing and planning

the marketing mix Elements, which are positioning, products

designing, price placement, promotion.

Introduction of Marketing Mix

The terms Marketing Mix, was introduced by Prof. N.H.

Borden of the Haward Busines School of America. It describes

combination of the three inputs which constitute the core of a

companys marketing systems- the product, the distribution

system the price structure and the promotional activities.

According to Mr. Jerome Mccarthy, an American expert

Marketing mix is the pack of three sets of variable namely

product variables, price variables and promotion variables.

Product - What decision relate to Product or Services range

Price - What price should be set for each Products or

Services

Promotion - How to communicate with the target market and

persuade the people concerned to buy.

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Marketing mix can be understood by the following table :

41

Customerneeds and

Cost to thecustomer

Convenience

Communication

Product linequality,

branding &packing

Basic price,profit makingcredit terms

Channeltypes,

channelslocation

Advertising,personal

selling, salesromotion

Product mix Price mix Place mix Promotion mix

Target market

Marketing research

Object Objective Organizatio

Operation

What doesmarket buy?

Why doesmarket buy it?

Whoparticipates in

How does themarket buy?


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The Three Ps of marketing

Product Mix

Quality, technology

Packing

Labeling

Branding

Trade mark

Merchandising

Size, design, colour, features

Services

Warranty

Product line and range

Price Mix

Pricing policies

Credit terms

Coat and profit

Allowances and discounts

Competition

Terms of delivery

Promotion mix

Advertising

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Sales promotion

Personal selling

Public relations Publicity

Direct responses

6.2 Product Mix

The world Product mix is used to describe the assortment

of different product types that a company product and

markets.

The product mix of a firms has three main characteristics

namely :

1. Width which refers to the number of product lines of

companies.

2. Depth refers to number of items in each product

lines.

3. Consistency refers to the production requirements.

The product mix is the composite of product offered

for sales by the firm, over a period of time.

The Product Variables

1. The product line and product range

Product line is a group of closely related product

which are able to satisfy a class of need, to be used by or

sold to the same consumer groups, to be moved through

the same distribution channel of fall within a same price

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range. Product line stands fore the entire range of

products manufactured by the firm.

Products Range

On other hand, speaks of the depth of specialization in

terms off varieties based if consumers pockets and

functional requirements.

Thus, Sony corporation of Japan ahs countless models

of T.V. sets, Video players, and Recorders, Casio

corporation of Japan has given widest range of calculators

numbering more than 1000.

2. Product Design

The marketing decisions start with designing the

product in a way which is required by the target consumer.

It is an important factor in the sales of many products. The

form, the colour and the lien of all product are being

planned to give greater promotion, beauty and functional

utility. SONY corporation has designed its products in such

a manner that it attracts more number of customers.

3. Product Labeling

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A product label may be either descriptive, informative

grade designating or a combination of these. Labels are

fixed to products to identify them and to describe this

ingredient quality, quantity and other characteristics.

SONY corporation have reputed name SONY which

signifies the quality of the products, they also have

different catalogues for different products which describes

the characteristics of the products. Product Packing

Packing is a process that speaks of companys

ability to contain economically man made or natural

products for shipment storage, sale or final use. It

performs the function of protecting the product, provides

product density, acts as promotional tool, provides user

convenience, facilitates product identification, allows

product mix, extends products life cycle.

SONY products packing provides all the information

which are needed by the customers such as rates,

operating procedures etc. this companys package is

attractive.

4. Product branding

It is the process of finding and fining the means of

identification. It performs the function of assuring quality

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and value. Its saves time and efforts gives legal protection

acts as promotional tool, protects market, means of

identification product line expansion facilities survival of

middleman.

5. After Sales Services and Guarantees

Services is and important sales asset. It is

instrumental in securing repeat sales, customers goodwill

and a word of month advertising. It gives productguarantee as warranty which defines the producers liability

for defects or workmanship over a certain period of time.

SONY company have many services centre in different

cities which provides prompt services to customers, they

also have huge numbers of service men who go to different

cities where there is no services centers and provide

services. These informations above the address of the

services station are printed on the package office SONY

products.

6.3Price MixPrice is an important consideration in buying decisions

price also denotes quality in the consumers mind-a

psychological factor. For some products when many identical

brands are competing with each other for consumer preference,

the price may be an important influencing factor. Price is the

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basic vehicle for telling the consumer about the value and

associated conditions of a particular product.

Price is an important element of marketing mix. It may be

defined as the value of product attribute expressed in

monetary terms which an consumer pay or is expected to pay

in exchange pricing is a marketing function, which has an

important role of play in marketing decisions pricing influences

the profit level, the operational level etc.

The following factor determine the price of the product

Pricing objectives

Demand for a product or service

Competition

Profitability

Distribution channels.

The demand for SONY product are very high, this makes

the price high. The competition faced by SONY Company in the

market also influences the price. The profit margin fixed by the

company and also the wholesalers and retailers influence the

price. PALCE MIX the market has the responsibility of making

his products available near the place of consumption so that the

consumer can easily available at a convenient location, he may

buy some other brand. Thus a marketer has to ensure that his

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product is available to the target consumers whenever required.

There are two major areas in place mix.

a) Marketing channels b) Physical distribution

It is true that channel decisions affect other marketing mix

elements, and involve a relatively long term commitment of

resources. It may take a marketer year to build up relations

with the intermediaries are independent organizations and this

needs must be taken into account while evaluating variouschannel of alternatives. Infact, the successes of companys

marketing efforts depends to large extent on the soundless of

its distribution network. Physical distribution involves

transportation, ware housing, natural handling, inventory levels

and the bulk packaging among other. Some of these activities

will also be performed by the intermediaries and a great deal of

co-ordination is required between the various links in the

channels in orders to get the optimum results. For many years

physical distribution was a neglected area of marketing

management, but now companys have become generally

conscious of its importance in the overall marketing strategy.

6.4 Promotional Mix

Marketing promotion is management process through

which an organization develops presents and evaluates a series

of messages to an identified audiences.

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The effectiveness of promotional depends on

Nature of communication

The target audience

The environment in which it is received

The receives perception f the sources as eg: friends,

references, groups etc.

Medium used to transmit the message

The Promotional Variable Consists of

1. Personal selling

It is two way as it involves direct face to face contract

between the salesman and the prospect.

2. Advertising

Advertising is very popular method of impersonal

communication using its wide variety of media and media

vehicles. These medias are indoor, outdoor, direct and display

advertising.

3. Sales Promotion

Sales promotion is the achievement of short term

marketing objectives by schematic men. It is the function in

marketing of providing involvement to buy, offered for a limited

period only, at the time and place the purchasing decision is

made, which are supplementary to a product nominal value.

4. Trade Fairs and Exhibitions

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An exhibition is the huge congregation of manufactures

and dealers under a single roof for displaying, demonstrating

and selling their products on the other hand, a trade fair is amammoth gathering of prospects arranged by manufactures

and the dealers where function and public and entertainment

are prominent.

5. Public RelationsPublic relations involves the installation and maintenance

of mutual understanding between a firm and all who are likely

to come in contact with it. These sections of society are

customers. Shareholders, administration staff and general

public.

SONY corporation have designed many attractive

advertisement which gives information above the products the

also conduct indoor and outdoor advertisements. They also

give many offers to dealers as well as customers. They have

many promotional activities for dealers such as buying

allowances, price allowances, premium offer. Co-operator

advertisement, sales contests, dealer list promotion, dealer

gifts, point of purchase. They have many offers to customers

such has sampling, coupons, demonstrations, contests, money

refund offer, premium offer festival offers etc.,

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6.5Channels of Distribution

The marketing systems of any country is made up of a

vast manifestation of the organization and individuals linked byinformation, products, negotiations, money and people of these

institutions and individuals act as pipe line that connects the

weakness of products with people and organization that

consume the products. This pipeline or channel in the

marketing system seeks to satisfy the needs and wants of

target end users and objective if the channel participants. A

channels is a like began of marketing.

A channel of distribution is an organized network or a

system of agencies and institutions which is combination,

performs all the activities required to link producers with users

and users with producers to accomplish the marketing task.

Distribution of Consumer Goods

1) Producer - Consumer

2) Producer - Retailer Consumer

3) Producer - Wholesaler Retailer Consumer

4) Producer - Agent Wholesaler Consumer

5) Producer - Agent Retailer Consumer

Distribution of Industrial goods

1) Manufactures Industrial users

2) Manufactures Wholesalers Industrial users

3) Manufactures Agent middlemen Industrial users

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4) Manufactures Agent middlemen Wholesalers

Industrial users

Factors Governing the Choice of channels of distribution

A. Products Factors

1) Physical nature

2) Technical nature

3) The length of products line

4) The market position

B. Market Factors

1) The existing market structure

2) The nature of the purchase deliberations

3) Availability of the channel

4) Competitors channels

C. Institutional factors

1) The financial ability of channel members

2) The promotional ability of channel members

3) The post sales service ability

D. Unity factors

1) The companys financial position

2) The extent of market control desired

3) The company reputation

E. Environment factors

1) Economic factors

2) Legal restrictions

3) Fiscal policy

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Distribution Mix of SONY corporation

The distribution mix of SONY company has different

channels distribution for its reach of the product to the market itis family concern and its distribution starts with

CHAPTER VII

SURVEY ANALYSIS ANDINTERPRETATION

Table 1Showing the Gender Wise Classification of

Respondents

Sl.No

.Sex

No. of Responden

ts

Percentage

1. Male 34 682. Female 16 32

Total 50 100Source: Field Survey

Graph 1

Showing the Gender Wise Classification of

Respondents

53

Factory

Brand/Depot

Authorized dealers / Distributors

Sub Dealers

Customers


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About 68% of the respondents are male and the

remaning 32 % of the respodents are female.

Table 2

Showing the Classification of Respondents

based on Marital Status

Sl.No

.Marital Status

No. of Responden

ts

Percentage

1. Married 28 562. Un married 22 44


Graph 2

Showing the Classification of Respondents basedon Marital Status

54

68

32

0

20

40

60

80

P e r c e n

t a g e

Male Female

Sex

56

44

0

10

20

30

40

50

60

P e r c e n

t a g e

Married Un married


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The above table & c hart shows it 56% of

respondents were married and remaining 44% were un

married.

Table 3

Showing the Classification of Respondents on the

Basis of Age Group

Sl.No

.

Age GroupNo. of

Responden

ts

Percentage

1. Below 20 Years 6 12

2. 21-30 20 40

3. 31 40 14 28

4. 41& Above 10 20


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Graph 3 Showing the Classification of

Respondents on the Basis of Age Group

The above table & graph shows that 12% of the

respondents are the age group below 20 years, 40%

are the age group of 21 30 years, 28% are the agegroup of 31 40 years and 20% of the respondents are

in the age group of above 4 1 Years.

Table 4Showing the Classification of the Respondents

on the Basis of Education.

Sl.No

.Education

No. of Responden

ts

Percentage

1. SSLC 12 242. PUC 14 28,3. Graduate 16 324. Post Graduate 8 16

56

41& Above20%

Below 20 Years12%

21-3040%31 40

28%


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Total 50 100 Source: Field Survey

Graph 4

Showing the Classification of the Respondentson the Basis of Education

The above table & graph shows that 24 % or

respondents have up to SSLC, 28% studied PUC, 32% of

the responses are Graduates and remaining 16%

respondents are Post Graduates.

. Table 5Showing the Distribution of Respondents on the

Basis of OccupationSl.No

.Occupation

No. of Responden

ts

Percentage

1. Business man 16 422. Profession 10 20

3. Employee 9 18

57

24

28

32

16

0

10

20

30

40

P e r c e n

t a g e

SSLC PUC Graduate Post Graduate

Education


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4. Agriculture 15 305. Other 0 0


Showing the Distribution of Respondents on theBasis of Occupation

The above table & graph indicates that out of total

respondents, 32% are businessmen, 20% professionals,

18% are employees and remaining 30% agriculturists.

Table 6Showing Classification of Respondents on the

Basis of Monthly IncomeSl.No

.

MonthlyIncome

No. of Responden

ts

Percentage

1. Below 10,000 7 14

58

42

2018

30

00

10

20

30

40

50

P e r c e n

t a g e

Busines man Profession Employee Agriculture Other

Occupation


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2. 10,000 15,000 14 283. 15,000 20,000 11 224. 20,000 & above 18 36

Total 50 100 Source: Field Survey

Graph 6Showing Classification of Respondents on the

Basis of Monthly Income

This table classifies the respondents based on

monthly income 14% belongs to income group below

Rs. 10,000, 28% to the income group of Rs. 10,000 to

15,000, 22% to the income group of Rs. 15,000

20,000 and the remaining 36% of the respondents are

belongs to above Rs. 20,000 income group.

Table 7

Showing the Classification of Respondents of

Users of Types of Music Player

59

14

28

22

36

0

5

10

15

20

25

30

35

40

P e r c e n

t a g e

Below 10.000 10.000 - 15.000 15.000 - 20.000 20.000 above

Monthly Income


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Sl.No

.

Music Player

No. of Responden

ts

Percentage

1. Cassette Player 8 16

2. C.D. Player 32 64

3. Other 10 20Total 50 100

Source: Field Survey

Graph 7Showing the Classification of Respondents of

Users of Types of Music Player

As per the above table & graph16% of the

respondents are the using the cassette player, 64% are

using the C.D. Player and remaining 20% are other (like

DVD player system)

Table 8

60

Cassette Player 16%

C.D Player 64%

Others20%


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Showing Classification of Respondents on MarketShare of Different Brands

Sl.No. Different Brand

No. of Respondents

Percentage

1. Sony 22 44

2. Pioneer 18 36

3. Kenwood 10 20

4. Other 0 0


Graph 8

Showing Classification of Respondents onMarket Share of Different Brands

61

Other 0%

Kenwood20%

Pioneer 36%

Sony44%


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Table 9

Classification of Respondents on the basis of

Purchasing New Brand Music PlayerSl.No

.Brand

No. of Responden

ts

Percentage

1. Sony 32 642. Pioneer 12 243. Kenwood 6 12

4. Other 0 0Total 50 100


Graph 9

Classification of Respondents on the Basis of

Purchasing New Brand Music Player

The table shows the 64% of the respondents

purchased Sony music system 24% of the respondent

62

64

24

12

0

0

10

20

30

40

50

60

70

P e r c e n

t a g e

Sony Pioneer Kenw ood Other


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to buy a Pioneer music system and 12% are planned

Kenwood music player.

Table 10

Table Showing the Factors of Considered While

Purchasing a Sony Car Audio System

Sl.No. Consideration

No. of Responden

ts

Percentage

1. Price 6 12

2. Clarity 11 22

3. Brand Image 14 28

4. Local service 8 16

5. Out look Design 8 16

6. Financial Facility 3 6

7. Others 0 0Total 50 100


From the above table it is clear that 28% of

respondents considered the Brand image of the product

while purchasing, 22% of them considered clarity, 16%

of them preferred local service and out look design

12% of them considered price 12% of them

considered with financial facility.

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Graph 10 Graph Showing the Factors of considered While Purchasing a Sony Car Audio

System

64

0%

16%

6%

28%

16%

12%

22

Price Clarity Brand Image Local service

Out look Design Financial Facility Others


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Table 11

Table Showing the Impact of Advertisement

Sl.No

.

MediaNo. of

Responden

ts

Percentage

1. News paper 16 32

2. Magazines 23 46

3. Television 11 22

4. Other 00 00

Total50 100


Graph 11

Graph Showing the Impact of Advertisement

65

32

46

22

00

10

20

30

40

50

P e r c e n

t a g e

News paper Magazines Television Other

Media


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Above shows that 32% of respondents of came to

know above the Sony car audio system through News

paper advertisement, 46% of the respondents through

magazines and 22% are through the T. V.

Advertisement.

Table 12

Table Showing the Opinion Regarding SonyAdvertisement

Sl.No. Opinion

No. of Responden

ts

Percentage

1. Attractive 13 262. Not Attractive 11 22

3. Informative 16 324. Not

Informative8 16

5. No Impact 2 4Total; 50 100


Graph 12

Graph Showing the Opinion Regarding SonyAdvertisement

66

Not Informative16%

Attrac tive26%

Not Attractive22%

Informative32%

No Impact4%


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Since all the respondents were aware of the sony

advertisement their opinion on the advertisement was

asked and they were tabulated.

All most all the respondents given a positive

opinion irrespective of whether they own a Sony car

audio System or not.

32% of the respondents said that the

advertisement is informative, 26% says attractive, 22%

of respondents not attractive, 16% of respondents not

informative, only 4% of respondents mentioned no

impact.

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Table 13

Table showing opinion of respondents regarding

price

Sl.No

.Option

No. of Responden

ts

Percentage

1. High 18 362. Reasonable/wort

h30 60

3. Low 2 4Total 50 100


Graph 13

Graph Showing opinion of Respondentsregarding price

68

36

60

4

0

10

20

30

40

50

60

70

P e r c e n

t a g e

High Reasonable/worth Low

Option


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It was observed from the survey that out of 50

Respondents only 60% of them said reasonable / worth

price, 36% of respondents said that price is high and

4% of the respondents said that price is low.

Table 14

Table Showing the Factors Considered WhilePurchasing Sony Car Audio System

Sl.

No.Factors

No. of Responden

ts

Percentag

e1. Reasonable

Price6 12

2. Clarity andPerformance

30 60

3. Out lookDesign

6 12

4. After Sale 2 4

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Service5. More function 6 12

6. Other 0 0 Total 50 100Source: Field Survey

Graph 14Graph Showing the Factors Considered

While Purchasing Sony Car Audio System

70

12

60

124

12

00

10

20

30

40

50

60

70

P e r c e n

t a g e

ReasonableP rice

Clarity andP erformance

Out look Design After SaleService

More function Other

Factors


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From the above table and chart it is clear that 60% of the respondents considered

clarity and performance, 12% of respondent concerned reasonability of price out

look and features. Only 4% of respondent considered after Sales Service.

QUESTIONNAIRE

Dear Respondents

I am a student of B.B.M studying in 6 th semester Govt., Arts

College. Chitradurga. Kuvempu University. Doing a project report on A

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Case study on sales marketing of SONY CAR AUDIO SYSTEM

with regards to SONY EXCLUSIVE . Murugha complex, Opp.,

Jayadeva petrol bunk. Davangere.

I would be grateful if you would give me some of your

valuable time and answer these questions.

Thanking you,

Yours faithfully,

(Shivaraj .T )

1. Name of the Respondent : __________________________

Address : __________________________

__________________________

Contact No __________________________

2. Sex : a) Male b) Female

3. Age in years :

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a) Below 20 years b) 21 30 years

c) 31 - 40 years d) 41 & above

4. Marital Status :a) Married b) Unmarried

5. Education :

a) Up to SSLC b) PUC

c) Graduate d) Post Graduate

6. Occupation :

a) Business man b) Profession

c) Employee d) Agriculturist

e) If other Specify ______________________

7. Monthly Income:

a) Below Rs. 10,000 b) Rs. 10,000 15,000

c) Rs. 15,000 to 20,000 d) Rs. 20,000 and above

8. Do you enjoy music with driving?

a) Yes b) No

9. Which music player do you own?

a) Cassette Player b) CD Player

c) If any other specify ____________________________

10. Which brand of car audio system do you own?

a) Sony b) Pioneer

c) Kenwood d) Others _______________

11. Are you satisfied with your existing car audio system?

a) Yes b) No

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If No, please give reasons

__________________________________________

__________________________________________

__________________________________________

12. Are you aware of Sony car audio systems?

a) Yes b) No

13. If you have to be a car audio system which brand do you plan to buy inyour purchase?

a) Sony b) Pioneer

c) Kenwood d) Others __________________________

14. What factor do you consider while purchasing car audio system?

a) Price b) Clarity c) Brand image

d) Local Service e) Out look and design f) Financial facility

g) If any other __________________________________________________

15. Name the media where you have seen Sony car audio system.

a) News Paper b) Magazine

c) Television d) Others ___________________________

16. How do you feel about the advertisement of Sony car audio system?

a) Attractive b) Not attractive

c) Informative d) Not Informative

e) No impact

17. What is your opinion about the price of Sony car audio system?

a) High b) Reasonable / Worth c) Low

18. According to you which product of your Sony car audio system issuperior to others?

a) Reasonable Price b) Clarity and performance

c) Out look design d) After sales Service

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e) More function e) other ________________________

19. Do you enjoy the music with your Sony car audio system?

a) Yes b) No

20. How is the service of the authorized dealer of Sony car audio system?

a) Friendly b) Not friendly

c) Prompt d) No response

21. If Sony offers various schemes would you like to replace your existing car audio system?

a) If yes/No given the reason for answering

____________________________ _______________________________

22. Please mention your points of purchase

a) Name of dealers b) Model Name / No

c) Yours of purchase d) out put power

23. Your opinion about the Sony car audio system?

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

______________________________________________________________

Date:

Place: SignatureThank you for your co-operation,

Bibliography

Marketing Management : Philips Kotler

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Marketing Research ,principles, application and aces:

D.D.SHARMA

Websites

www.Dishtvinda.com

www.google.com

www.marketsearch.com

www.consumerdurables.com

www.indiainfoline.com

News Papers

Company Booklets and Catalogues

References

76
http://www.whirlpoolinda.com/http://www.google.com/http://www.marketsearch.com/http://www.consumerdurables.com/http://www.indiainfoline.com/http://www.whirlpoolinda.com/http://www.google.com/http://www.marketsearch.com/http://www.consumerdurables.com/http://www.indiainfoline.com/


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During the course of the project, companys website

and manuals provided by the trainer and operations head

were used most of the times. Also, visited other sites on

the website to get information about Consumer Durable

Industry Article on Efficiency, Technology and Risk

Management edited by Donald S Tull and Dell I

Hawkins was also referred.

Sony Audio System

Documents

Transcript of Sony Audio System