Blog 2.3 “Sony”

1. Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product: Sony desktop speakers that plug into computer for better sound quality than typical laptops. Very attractive looking and very effective.

Price: Price is above average most of the time since Sony is usually a quality brand.  This means you’ll pay a little extra for it most of the time though. I bought my speakers off a friend for cheap but he said they retailed at about $80 a couple years back. This is very high in relation to other speaker sets. Today you can get a decent set of speakers and even a small stand alone sub woofer that goes under the desk for about $30 to $40. I’m sure they’ve come down considerably in the past couple years but $80 still seems pretty expensive.

Place: Sony products are commonplace in the electronics world. Any Walmart, Best Buy, Target, major brick and mortar stores with electronics, and online electronics stores carry Sony Products.

Promotion: Sony advertises in all its major retailers’ ads and have recently seen commercials for Sony’s new flip video camera on TV.

2. What industry(s) is the product or service a part of?

My computer speakers would fall under the category of audio, but Sony is involved in NUMEROUS markets. Under electronics, Sony makes: cameras and camcorders, computers and tablets, TV’s and home entertainment systems, personal audio and phones, and game consoles like PlayStation and handheld gaming devices.  Sony also has its hand in movies with Sony Entertainment label as well as Sony music with numerous sub labels under its name. It goes without saying that Sony has a large deck to play from.

3. Describe the target market.

With the involvement of so many different industries, there are numerous target markets Sony has honed in on, but it is narrowed down a bit when it comes to computer speakers. Since computer speakers are an accessory for a computer, rather than a needed product, the target market becomes people who value great sound and are willing to pay extra for better sound quality than what tinny laptop speakers will give you.  These kinds of people are most likely on the cutting edge of technology, or are at least technology minded, and aware of what exists on the market to better the listening experience of modern entertainment.  Most older people, about 55 years and over, won’t likely be dishing out their hard earned cash for an extra set of speakers when most have learned to be content from living through the great depression, and are outside of the “technology age” and are separate from the  technology minded folks. On the other side of the spectrum, many people 12 years and younger don’t fully appreciate great sound quality yet. This world hasn’t been completely opened to them yet, or even if it has, it’s most likely not in the forefront of their mind. This puts the age of Sony’s target market for computer speakers around 17-45 years of age. The market is also differentiated when it comes to the purpose of the speakers and with what they will be used with. The market that buys the speakers for use with a desktop will be a different market than those that will buy them for laptops. The market that will buy them for a laptop is going to be people that are on the go often and likely own the laptop as his or her only computer rather than having a laptop and a desktop computer. Many of them will be in college and will most likely own other electronics such as nice stereos, IPods, tablets, and other “trendy” electronics that are consumed by the young adults and middle aged people.

4. Does it work? Why or why not? Any general observations?

I would say it definitely works. I love Sony products and have always felt that they are made with great quality.  Even though I bought these from a friend, these speakers do not make me think otherwise for a second. Their advertising is always solid and they never fail to make their products very sleek and attractive looking. I’m a fan.