Marketing

MKTG522 Integrated Marketing Communications

(IMC) Integrated Marketing Campaign for Sony Xperia Mobile

Week 7 assignment

Names:

Chengye Huang

Clawous Okemba

Juan Pablo Rubianes

Executive Summary

Sony Corporation, a leading Japanese manufacturer of electronics, game, and entertainment products. This Japan corporation was ranked 105th in the Fortune Global 500 listing of 2014. Since 2014, Sony has established a strong market in many areas with more than thousands of products in the range. Sony has adapted all the marketing strategies to reach the top position in the market. There is not any heavy promotion tactics for Sony, that is because Sony has a very well positioned the brand and the products among customer’s mind, which is also one of the reason Sony can attracts many loyal customers. Sony launched a multimedia smartphone Xperia in 2008, which offers a unique combination of features at a value-added price. Xperia is targeting specific segments in the consumer and the business markets as an easy-to-use Smartphone. However Sony found some challenges in promoting Xperia, which lead Xperia fail to achieve its objectives. And Xperia also becomes less competitive in the intense mobile phone market because of bad promotion. This report plan to recommend integrate marketing communication plan to help Xperia promote in the market.

After reviewing Integrate Marketing Communication (IMC)’s objectives, and conducting a market analysis of Xperia, which includes SWTO analysis, segmentation, targeting, positioning, and its marking channels, it propose some recommendation for Xperia’s communication strategy plans. It first recommends Xperia change its main message, as it is more than a smartphone. This main message delivers through new media strategy and channels, such as traditional media, Internet, public relations and sales promotion. Furthermore, it also recommends the media plan that ensures to reach our market target. This media plan develops a...