Question

Consult recent annual reports and Internet sources to find out one new product/service that company has brought to market in the past two years.

•      Is that product/service adapted product or standardized product? Why?

•      If you are the marketing manager, what considerations likely guided the company in its product strategies?

•      How would you go about creating specific marketing and advertising with respect to that product or service?

Answer 1

Consult recent annual reports and Internet sources to find out one new product/service that company has brought to market in the past two years.

Product: Sony Smartphone Xperia XA1+

Launch Date: 22nd September, 2017

Is that product/service adapted product or standardized product? Why?

The product was standardized but with compulsory adaption. Below are the highlights the reason for the statement.

Standardized:

· The operating system was Android 8.1 which was latest at that time. The integration of Sony’s graphic user interface (GUI) with Android was standard for all models and for all countries.

· Size of phone was also standard for all countries.

· The phone camera specifications and the applications were also standardized.

· This phone came up with SONY LIV app.

· The API interface was also common for all the applications.

· Same packaging style.

Compulsory Adaption:

· Language of the country.

· Battery charger as per the standard voltage.

If you are the marketing manager, what considerations likely guided the company in its product strategies?

Situational analysis of Market: To know the right time to launch the product. If it is product line extension, the review of costumer, distributers and dealers shall be obtain by market survey.

SWOT analysis: SWOT (Strength, weakness, opportunity and Threat analysis). The objective of this analysis is to find out the balance of the Voice of Business and Voice of Costumers.

Characterization of Market: Supply and competitions, consumer segment, method of distribution, breakdown in demand etc.

Demand Analysis: What are the existing user of previous version and what is the demand of equivalent product from competitor.

Uncertainties: Effect of Task and general environment.

How would you go about creating specific marketing and advertising with respect to that product or service?

· Media release: The media release in few lines with newspapers. The pic of phone will be covering a full page (probably front) with first day release. From next days, other pages will be preferable.

· Use of Company logo with message: Sony’s logo is ‘make.believe”. The effective use of this may create a big market because this is company’s theme line.

· Using Company’s success history: Sonly is having a emotional touch with people because it is serving to world from long time. So, history emotion will work better.

· Promotions at online shopping malls, posters in retail/ consumer shopping malls.

o Shows in school and colleges.

o Promotion of Movie in which Sony has given Sponsorship. The recent movie was Jumanji.

o Entering in On-going and proposed expo(s).

o Branding should able to address all segments.

o Attraction of opening discounts.

o High TRP shows advertisement.