The concept and process of marketing Sony xperia z3

Sony has always been known as a famous brand in audio quality, television and camera sensors production. So it will be more advantageous for company if manufacturing smartphones for those who have high entertainment needs. Xperia Z3 is a latest model of Sony’s Z series which are the most highend products. Sony always give customers the devices of high quality with the latest technology. So, most of Sony’s devices are often specified in the premium segment. Sony’s customers are people who have high demand for entertainment and have middle and high income.

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Principles Of Marketing

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Ha Nhat Minh

Sony Xperia Z3

Smartphone is becoming an indispensable device in the lives of so many people the smartphone market is increasingly vibrant Sony xperia z3 is a flagship which was introduced in the IFA event in 2014

I/ Marketing process

1 Market Place, needs and wants

-Marketing is the process of advertising and selling, probing and satisfying the needs of the

market, market research to meet it

-Needs: things that we must have, like human needs food, shelter, clothing, money and a few other things to maintain their lifestyle They are basic things are indispensable

-Wants : the desire to get things in to satisfy the higher needs For example, a man needs to be full up and he want to eat a pizza, a girl needs to have transport and she want a luxury car It is

no longer the basic needs anymore Although human needs are few, but they want so many The desire of man is constantly evolving and is shaped by the forces and social institutions, such as churches, schools, family and business companies

- Demands are the desire to get the specific product being promoted by the ability and willingness to buy them Want will become to demand if it is supported by the ability to pay

In modern life, people need more than a cellphone only can calling and messaging When technological development is becoming faster and faster, they want a device which is compact enough to easily carry around that able to get some basic functions of a laptop, can be photographing, filming In addition, the design of smart phones is also one of the important factors when customers choose to buy for them They demand these things are must have in a martphone With medium needs, users can use smartphones to replace other devices like laptops, music players, digital cameras These requirements are not difficult for a flagship like Xperia Z3.Today, smartphones have become a inseparable devices for each person The purchasing power of this maket is very strong Consequently, many smartphone companies are crambling this “delicious cake” “Pie” is getting smaller, and it is a big pressure for Sony Mobile

2 Design customer

- Segmentation: ratings customers into groups based on needs, wants and demands, behavior of

them, determinants that they posed to purchase goods, products supply and services

- Target Market : customers that your business target They must have demand for products (services) that you offer and must be able to pay for these products (services) Target customers include both potential customers and current customers

Sony has always been known as a famous brand in audio quality, television and camera sensors production So it will be more advantageous for company if manufacturing smartphones

segment Sony’s customers are people who have high demand for entertainment and have middle and high income

3 Construct an integrated marketing program

Marketing mix is a business tool used in marketing and by marketers Marketing mix is often very important when deciding on a product or brand, includes 4 main pieces:

- Product : A product is considered to be something to satisfy the needs of customers

It is a tangible commodity or an intangible service

- Price: the amount which customers pay for the product The price is very important because it will determine the profitability

- Promotion is all communication methods a marketer can use to provide information about products for to customers

- Place is offering the product at a location convenient for consumers

Z3 has Omnibalance design - a traditional design of Z series This phone is glass o both sides with metal chassis, brings luxury for the phone Four plastic rounded corners help to limit the force when dropped and feeling comfortable when holding This is a suitable design for a high-end smartphone

Only in Sony, Xperia Z3 phones

with screens uses Triluminos ™ technology

creates rich color palette to screen displays

excellent quality, vivid colors Not only

that, Thanks to IPS technology, Sony's

smartphone brings users improved viewing

angles Combining advanced technology

with visual contrast of Sony, clear image

display even when viewed in bright

sunlight

Xperia Z series're specialty is crisis-resolution camera with the features, software, tech support, which gives users the photograph

by phone equivalent quality professional cameras, even in low light

Equipped with quad-core processor

Qualcomm Snapdragon 801 2.5GHz, 3GB RAM

capacity, 16GB of internal memory and can support

external memory card up to 128GB, all experience

on the Z3 are extremely smooth and fast In

addition, for smartphones and tablets Xperia, PS4

™ Remote Play lets you access PS4 game

everywhere in the home Users don’t need to sit

still With PS Remote Play, users can moved and

gaming in another room Just connect their phone to

their Xperia Z3 with Wi-Fi at home and play the ;

LU8

The resolution higher than four times the picture quality of Full HD 1080p, users’s scenes is displayed with extremely high resolution, for unparalleled sharpness complete with authentic details Sony Xperia phones Z3 supports 4K resolution (3840 x 2160) and played back on a TV or projector 4K with new 3.0 MHL connector

Sony was the pioneer in

smartphones equipped, continuous

improvements feature a waterproof,

anti-dust onto Xperia smartphones This feature

became a valuable element of Sony compete

in the premium segment

The battery capacity up to 3100mah, user can use device for 2 days It lets you do more things than ever before, completely not interrupted

With those features above, and the price more than 700$, Customers who Sony is targeting is people that have midle and high income, uses their smartphone for entertainment such as playing games, watching videos, listening to music, photography, film and they need their phone has good battery life so that they can comfortable to use it for a long time, most of them are young customers about from 16 to 40 years old

Marketing Director of Sony Mobile UK and Ireland has said the company will focus on promoting ads in the future to help more people know their products better When Xperia Z3 was launched, Sony had many benefits for the customers who have pre-order Customers were donated a digital noise cancelling headset (MDR-NC31EM) and a Magnetic Charging Dock

DK48 And the product would be double the warranty period Besides, to bring products closer

to customers, every year, Sony always organize “Sony show festival” event, where customers can exlore and experience latest equipments of sony in general, and smartphones in particular

In 2014, Sony Xperia Z3 has been together with Jordan Stewart and Peek Vision group to make a charitable program using modern software can diagnose eye diseases in the most remote locations in the world

Sony also began a major advertising campaign with slogan "I can" They have released a video which Sony has used some of the characters say the words express "superpowers" such as

"I can see in the dark", "I can survive underwater ", I can see through walls", "I can stay awake for days" or "I can hear things you can’t" to hint about the possibility of the Xperia Z3 Estimated costs for this campaign will be equivalent to the cost of money in the introduction phase Z3, it is very large for a product is in mid-cycle This is a great move of Sony, especially when there are rumors they will not concentrate on the mobile segment

With sales of smartphone are not as high as expected, Sony announced it will scale down

in China, where the manufacturer cheap devices like Xiaomi is growing very fast Sony also reassess the strategy in the US, where the company lacks the marketing resources necessary to increase market share In the present time, Sony hopes to profit depends mainly on Japan, accounting for about ¼ mobile revenue segment

4.Build profitable relationships and create customer delight

CRM (Customer Relationship Management): is a method that helps businesses reach and communicate with customers in a systematic way and effective, to manage customer information, such as account information, demand, feedbacks to serve our customers better Customer satisfaction: is an abstract concept and involves such factors as the quality of the product, the quality of the service provided, the atmosphere of the location where the product or service is purchased, and the price of the product or service

Wedsite sony.com.vn the website is not only selling but also provides a full range of customer support services Customers can easily find the posts instructions for each model of the product if you have questions to be answered or call directly to the hotline number has showed

on wedsite for help As a registered member, users can check the IMEI number and the warranty period of the product In addition, Sony also organizes free classes to help users maximize the performance of the product

Most customers are satisfied with the service attitude of staff and policy support from Sony Xperia Z3 was appreciated for the design and the quality display, and waterproof has been proven

However, this phone still receives many complaints that it becomes hot too fast when using the camera or “ Superior auto” is photograph not good But these are the shortcomings may temporarily acceptable

5.Capture value from customers to create profits

and customer equity

“Customer Lifetime Value is the total gain

expressed on a net present value basis that a

business anticipates from having an enduring

commercial relationship with a client over time

When a product or service has a high customer lifetime value, a business might be justified in spending more on marketing it Also called lifetime proceeds.” (www.businessdictionary.com)

“Share of customer is the percentage of customers that buy a company's product of all customers purchasing in that product category.” (www.answers.com)

“Customer equity Value of potential future revenue generated by a company's customers in a lifetime A company with high customer equity will be valued at a higher price than a company with a low customer equity” (www.businessdictionary.com)

II/ The marketing orientation

- The marketing orientation : Market orientation is the creation of market information relevant to current needs and future customers

Production concept: Management philosophy that customers prefer products or services which have low price and widely available

Product Concept: A philosophy that consumers prefer products with good quality, unique design Therefore, managers should focus and effort to get the product of continuous improvement

Selling Concept: A philosophy that consumers will not buy many products of the enterprise if the enterprise lacks the sales efforts and strong promotions

Marketing Concept: Marketing philosophy asserts that the key to achieving the goals of the organization lies in identifying the needs and wants of the target market, and distribute the satisfaction and more efficient than competitors

Societal Marketing Concept: A philosophy holds that the task of business is to identify the needs, wishes and concerns of the target market, in a way trying to preserve or improve the welfare of consumers and society

The marketing orientation of Sony is product concept It’s also the marketing orientation

of other electronics companies today Electronic industry is the industry requires continual creativity When a device has just been released, older devices will soon become obsolete

Benefits

- Satisfying the demands of customers when when the company's product line is

- It takes a lot of expenses for new product research

- It can lead to shortsighted in marketing management, leaders only focused on product and product improvement in view of themselves without careful consideration of the needs and demands of customers

- Easy to lose market share in some segments

With Xperia Z3, Sony has paid more attention to the user experience While other companies use the 2K technology for their smartphone screens, Sony said that it's just wasted battery and not much difference between Full HD and 2K on a smartphone creen Thus, Z3 is one of martphones have the best battery life up to now

Besides, Sony is focusing on young customer segment, have middle and high income with high demand for entertainment These people are usually willing to spend money on new smartphone if it has breakthrough technology to meet their high demand for camera, performance, music In smartphone market, this brand is under pressure from competitors like Apple and Samsung their smartphones are also meet those requirements very good

III/ Conclusion

Although Sony is one of the largest electronic business, with competitive situation of the smartphone market, Sony should pay more attention to not only develop the product but also develop their marketing strategy to catch up market trends