From the very beginning, Sony Ericsson (SE) Mobile communication International has channeled its
efforts to building its image as a premium brand, focusing on its products’
outlooks and features most to give it an exclusive profile rather than blending
in with the trends of the industry. Such attitude has made it possible for the
company to become a pioneer to many milestones of the industry such as
introducing the first handset to have a built-in camera. The
idea has been, rather than growing as a company that “sells in quantity” like
many major brands, Sony Ericsson products will “sell in quality”. It is this consistency
that has built its brand awareness among 96% of the Asia Pacific market, while generating a purchase consideration among 36% of this same populace,
totaling its Brand Health Index to 57 and delivering it as the No. 2 Brand of
Year 2006
Growing as an entity, both geographically and productively, the company’s
latest expansion has been directed towards Bangladesh, one of the E-8 (emerging
8) countries of mobile phone subscriber penetration . Opening a branch office
in our country in December 2006, the company has immediately launched a
full-fledged marketing program to build awareness, association, and allegiance among the huge customer potential that have been discovered here. Keeping to
its exclusive branding style, it began its history here with the launching of
the W200i Walkman™, but to better cater to the price sensitive tendency of the
local market, the company went as far as developing a series of four Entry
Level Phones that featured functions such as FM Radio and Camera at a very low
price. Clearly, Sony Ericsson plans to follow the Napoleonic rule of “We Came,
We Saw, and We Conquered” here in Bangladesh.
The company’s main objective right now is to generate
activities that will position it positively in the local consumers’ minds and
increase its purchase consideration and loyalty level among them. The company here in Bangladesh has already successfully launched a full-fledged marketing campaign.
However, Sony Ericsson is positioned currently in mobile phone market in
Bangladesh as well as to identify opportunities that may be ventured into,
which can be both cost effective and pro company policy.
A Sony Ericsson product is beautiful as well as functional.
It complements groundbreaking engineering with original designs that add bold
colors, incorporate lightweight materials and turn screens into windows. And
that makes Its products fulfilling – from the inside out.
Product Line
Sony Ericsson categorizes its phones as Talk and Text
phones, Camera phones, Music phones, and Business (Internet and office
application) phones. Japan is the only country where Sony Ericsson also
operates in CDMA segment. Each segment has its own significant color
representation to differentiate its models from those of other categories.Sony Ericsson introduced the Walkman-branded W series music
phones in 2005. The Sony Ericsson W-series music phones are notable for being
the first music-centric series mobile phones, prompting a whole new market for
portable music that was developing at the time. Sony Ericsson’s Walkman phones
was originally endorsed by Pop star Christina Aguilera across Europe. This
caters to the need of the music fanatics, mainly the youngsters. Consumers, who
are more interested in listening to music in their phones, are the main target
group of this segment. Music phone has been the best selling category for Sony
Ericsson over years. They have earned a huge competitive advantage in this
category.
Sony Ericsson’s influence from Sony increased when the
Cyber-Shot branded line of phones was introduced starting in 2005. Sony
Ericsson kicked off its global marketing campaign for Cyber-shot phone with the
launch of ‘Never Miss a Shot’. The campaign featured top female tennis players
Ana Ivanović and Daniela Hantuchova. The Cyber Shot technology of Sony has been
a revolution for the industry. After incorporating that technology in Sony
Ericsson Mobile Sets, it has set a new standard for many Mobile Set
Manufacturers in the world, winning the GSM Association’s Best 3GSM Mobile
Handset for two consecutive years for its models K750 (2005) and K800 (2006).
The main target group of this category has been any one and every one who is
passionate about talking picture and capturing exciting and important moments
in life.Sony Ericsson’s Lifestyle category has also been a big hit
in many markets, being as it caters to so many different segments according to
their economic structure, concentrating on the basic functions of mobile
communication in its most qualitative delivery. But many feel there is still
scope for creativity and innovation in this demanding category which is
targeting a diversified socio-group/segment.
The Business Segment of Sony Ericsson has been very popular
to the corporate personnel around the world. Its P990 series has sold like hot
cakes in the market, and now its latest breed of Business Category P1 is
showing a lot of promise with its affordable pricing.
Sony Ericsson prides itself as being a truly global
corporation, having expanded its network and distribution system to seven
strategic regions of the world. And as recently as December 2006, the company
opened a branch office here in Bangladesh to gain a stronger hold on its local
marketing and sales activities. Keeping to its premium branding style, it began
its history here with the launching of the W200i Walkman phone, but to better
cater to the price sensitive tendency of the local market, the company went as
far as developing a series of four Entry Level Phones that featured functions
such as FM Radio and Camera at very low prices. All the financing and strategic
decisions, however, are made by the Sony Ericsson Singapore office. The Market
Unit in Bangladesh works directly under the Singapore Office.
Marketing Strategies for Bangladesh
Sony Ericsson’s strategy is to introduce the right product, at the right time, at the right price, meeting end consumer needs appropriately. It wants be careful not to put an over-priced tag on its products nor does it want to under price its products, which could reduce its profits. It wants to be careful about what products they want to market in Bangladesh; not every product will be suitable for Bangladeshi customers, who are mostly of a price-sensitive mix. Careful research study and thinking is necessary to bring out the right products for this market.
It wants to have world class customer service centers in Bangladesh. It believes that, the customer service centers will play a vital role on customers’ perception toward Sony Ericsson’s Services. If there are more service centers, the consumers will be more willing to buy Sony Ericsson Mobile Phones, mainly the original ones with warranty, because they can gather a perception that if any thing is amiss, they can always get it repaired free of charge.
Sony Ericsson Bangladesh mainly runs through the muscle power of its Agencies and they wish to continue doing so. Getting the right agency to facilitating its business is absolutely crucial. Currently, Talking Point (the sister concern of Asiatic Marketing Communications Ltd, an advertisement giant in Bangladesh) are taking care of Sony Ericsson’s Above the Line Consumer (ATL) activities, such as production and implementation of television, radio, press, billboard advertisements etc. Mainly the promotional ATL activities are taken care by this Agency. Whereas, the Below the Line trade marketing activities of Sony Ericsson, such as shop designing, shop opening, event activation, putting up POS materials, market research and survey works, maintaining all trade marketing personnel who are responsible for Sony Ericsson activities are taken care of by Media 8 Age.
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