Pitchbook_final

Pitchbook_final - Table of Contents Executive Summary 2...

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Table of Contents Executive Summary 2 Client Charge 3 Firm History 4 Industry/ Competitive Profile 5 Strategic Focus/ Plan 6, 7 Product Overview 8 Product Features and Benefits 9 SWOT Analysis 10, 11 Marketing and Product 12 Target Markets 13 Research 14 Point of Difference 15 Perceptual Map 16 Marketing Programs (4 P’s) 17, 18 Example Advertisements 19 Financial Data Projections 20 Marketing Budget 21 Implementation Plan 22 Conclusion 23 Bibliography 24
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Executive Summary The Sony Electronics Division has been entrusted to build a complete marketing plan for the Sony Corporation’s launch of the Sony Pebble. The Division is made up of five knowledgeable individuals with extensive backgrounds in the realm of business. These individuals are trusted to evaluate the industry as a whole, internal and external conditions, and possible competitors. After careful consideration, the division will execute a well-thought market plan strategy in preparation for an efficient implementation plan. At the finishing point, Sony will be encouraged to put into action the division’s marketing plan. The Sony Corporation is globally the largest corporation of consumer electronics. Sony has established high brand equity by always offering its customers innovative and reliable products. Through the release of the Sony Pebble, The Sony Corporation will regenerate their valued reputation in customers as an innovative leader in technology. By becoming a first mover in three-dimensional holographic television, The Sony Corporation expects to increase its market share in the TV market to 25% and 75% of the three-dimensional television market. As of now, Sony faces competition such as bootleg electronic products as well as other products introduced by other popular electronic companies. The three- dimensional televisions offered by the competition fall short when it comes to portability, quality, and versatility. Sony plans to use a price-skimming strategy by launching the Sony Pebble at a high initial price, but eventually lowering it around the holiday season to increase sales. With the release of the new and innovative product Sony also strives to maximize profits, build brand association with high technology, and dominate the television market. Moreover, Sony plans to increase satisfaction in customers by offering a product of quality that surpasses all competition. Lastly, after five years Sony aims to increase earnings per share by $.15. With the achievement of these goals, it is assumed that the Sony Corporation will thrive with profits while remaining the top competitor in consumer electronics. Client Charge The Sony Corporation has assigned the marketing team to develop a marketing plan for their new product, the Sony Pebble, which is a first of its kind, 360 degree high definition three
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dimensional viewing devices that can double as wall mountable television for programs that are not optimal for 360 degree projection viewing. The plan is effective as of June of 2011.
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Pitchbook_final - Table of Contents Executive Summary 2...

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