Two Pillars of a Successful Marketing Strategy

Running head : TWO PILLARS OF A SUCCESSFUL MARKETING STRATEGY

Name

Institution

Sony Corporation is a multinational company whose core business is the manufacturing of electronic equipment mainly for entertainment . It has branched out into other fields that are horizontally integrated with their core products . These include the fields of games , music and movies which complement the products they sell . The company was formed in 1946 and is headquartered in Japan . It has affiliates all over the world and a brand name that is known in every corner of the globe . Its

br consolidated revenue for the year 2007 was 8 ,871 ,400 million yen making it one of the top ten well performing companies in Japan (Sony corp info , 2008 . The company 's demographics is not limited to any specific age group or income bracket rather it aims to reach out to a diversified market that can purchases its goods and services and at the same time provide first class service to those that appreciate quality The main products that Sony produced in the beginning were audio systems that included tape recs and record players . With technological advancements , the company invested in audio visual products like televisions , video cassette recs , video disc players and walkmans Mp3 players and iPods are also on the list of products that the company produces and more recently it developed its portfolio of video and digital cameras . To further tap into its market demographics it invested in the entertainment industry and has a division that deals with movies and another that produces games and play stations

As a marketing consultant , my brief is to advise the company on how best it can identify its demographics and the demographics psychographics . The demographics of the company can be divided into age brackets that range from the age of 5 - 15 , 16 - 23 , 24 - 27 , and above 28 . The first age group is the young children who are basically interested in combat and car games . As they get a little older they become keen on listening to music and thus invest in music players that are for the most part portable . This will include the range of portable disc players . For them they are interested in games that will provide them with a challenge and excite their imagination . The more intriguing a game the more inclined they will be to purchase it . This age bracket can be further divided on the basis of gender . Most females shy away from games but will be very keen to own an iPods , walkman or Discman that can play back their favorite tunes . The more chic and sleek the product the better the reception by this market segment . One of the current trends among this age bracket in the area of portable players is the popularity of small and discrete products with a large memory . The purchasing power of this age bracket comes from parental sources or from odd jobs done and savings . They are for the most part not able to keep...