Marketing Communication Sony Ericsson

Marketing Communications:

Sony Ericsson

Amarpreet Mudher

Abstract

Kotler, (2009) declares that Online Marketing has seen a rapid growth over the time. It has gotten increasingly important for companies to have a strategic plan for communicating with the public online. Statistics show that the yearly ad spend online is increasing at a rapid pace showing us that companies have understood the importance of appearing on the search engines and being available in appropriate environments.

This investigation presents and discusses what Sony Ericsson and its main competitors have done within green digital marketing and how the subject was communicated on their webpages.

A main issue with products is that consumers tend to find them not as good as non-green products. Consumer insight studies suggest that that the best way of communicating green products is to focus on their direct product benefits in comparison to non-green products and as a secondary message to communicate the green benefits. This was also supported by other theories such as Levits (1960) concept of “marketing myopia”, which describes a marketer’s tendency to focus on product features rather than consumer benefits.

Table of Contents

1.0 Introduction 4

2.0 Marketing Communications 5

2.1 Strategic communication 5

2.2 IMC and Marketing communications 6

3.0 Sony Ericsson Brand Communication 8

3.1 Brand Portfolio 8

3.2 Brand Strategy and Marketing Communications 9

3.3 Sony Ericsson Green Engagement 11

4. Conclusion 13

Bibliography 16

1.0 Introduction

The report will present an introduction to marketing communication from available research literature. Author will discuss different paradigms of marketing mix, IMC and strategic marketing in general and then will discuss marketing communication strategies adapted by Sony Ericsson to stay competitive in the saturated mobile industry business.

Some marketing managers argue that the traditional marketing mix consists of...