Successful Sony Ericsson Branding Strategy in Bangladesh Market

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.

Product Design & Style:

 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.

Successful Scenario in Bangladesh Market

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.