Introduction The essay intends to discuss why it is necessary to understand competitors and how understanding of competitors can help

successful planning of marketing activities. The essay intends to determine the importance of Market in planning and its need of understanding a companys rival. Through the essay a better understanding of marketing planning, and the made.

Objective of Study

The project has been derived from the field of Marketing and is entailed as Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony The main idea behind this project is: To study the buying pattern of people towards consumer goods. To determine the major factors influencing the buying decision process of the target group. To set out some basic m marketers to cater to different needs of the targets group. 4. To have some insights on the relationship between marketing stimuli 5. To serve as guideline for further research in this area.

LIMITATONS OF THE STUDY 1) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to give answer. 2) Language barrier is also a big limitation for customer as well as interviewer. 3) Study is area specific and youth responses.

Research Methodology

Marketing Research: Marketing research is the function thats links the consumer, customer and public to the marketer through information, that information use to identify & define problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process

-American Marketing Association

Importance Marketing Research: To Make Marketing Decisions Survive the Competition Helps to Decide Target Markets Maximize Profits Increasing the Sales

Consumer behavior: Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods on services.

- Walter and Paul

Importance of Consumer Behavior: To design the optimal product or service for customers. To determine where the product or Service should be available that would easy for the customers to buy. To determine what price will the customers give up purchasing product or service? To determine which method of Promotion would be most effective for getting the customers to buy a product. It helps in changing the behavior of the consumers. To improve performance of the organization. To achieve the organizational objectives

Research Methodology: It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research process.

Sample Size:Sample size is the number of observations used for calculating estimates of a given population. For example, if we interviewed 20 random students at a given high school to see if they liked a certain music, artist, "20 students" would be our sample size.

Methodology:-

Research design: A research design is a systematic objective and scientific plan developed for directing a research study. It constitutes the overview for data collection measurement and analysis of Data Need of research design Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data collected and analysed.

Formal research design Completely randomized design:

It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition.

. Randomized block design It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.

Latin Square design: For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column.

Factorial design: When more factors are showing more than one effects, design is used for such studies.

Type of Sampling

1. Pure research It is done only for sake of knowledge apply it in regular practice. Pure research is also called basic or fundamental research. New theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem.

2. Applied Research When real life problem require some solution and de making applied research is carried on. Means applied research is problem oriented and action directed practice research example marketing research carried on for identifying chase customer habits to purchase so.

knowledge. Intenension is not to theory or refinements of an existing decision directed. It brings immediate and

. cision 3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable. -Kartz

4. Descriptive Research This research is simple in nature and in its applicati specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation.

5. Diagnostic Research It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly purposes, proper methods for collecting accurate information ,correct measurement of variable , statistical and test of significance are essential in diagnostic research.

6. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other.

7. Analytical Study Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric other words Analytical study is also called as statistical method.

8. Historical research

When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful.

Sample design:A procedure or plan drawn up before any data I obtain a sample from a given population. Also known as sampling plan, sample design.

Non Probability Sampling Methods Convenience Sampling Where the researcher questions anyone who is available. This method is quick and cheap. representative the sample is and how reliable the result.

Quota Sampling: Using this method the sample audience is made up of potential purchasers of your product. For example if you feel that your typical customers will be male between 18-23, female between 26 respondents you interview should be made up of this group, i.e. a quota is given.

The judgment sample A judgment sample is obtain someone who is familiar with the relevant characteristics of the population.

Data Collection

The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers.

Data Collection Methods Primary data Secondary data PRIMARY DATA Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is is information that obtained directly from first-hand sources by means of surveys, observation or experimentation The information provided by the customer & staff members. Through the personal interaction with the help of questionnaire Advantage primary data: It is the original type of data. It is possible to capture the changes occurring in the course of time. It is flexible to the advantage can be utilized by researcher for multiple scientifically Extensive research study is based on primary data

Method of collecting primary data v Interviewing v Observation v Experimental v Mail survey v Projective technique v Simulation

SECONDARY DATA "Secondary data are those already in existence for some purpose than the answering of the question in hand." Websites of consumer durable brands. Like Sony, LG etc.

Advantage of secondary data Secondary data is easily accessible and does to researcher depending on its availability. Long historical period can be less cost, which is an added advantage of using secondary data The secondary data use ensures that availabili making scientific generalization from the studies. Environmental and culture setting are required for the study.

Background of the company Sony Corporation with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the of consumer electronics cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off their are awarded to those whose manufacture and marketing. Sony continually makes and offers new products, most of which are tested in Sony has been particularly successful in the United States market; however, it is outsold Matsushita, another Japanese electronics giant (2003). is a Japanese electronics manufacturer, development goods, such as videocassette recorders, prototypes; bonusesprototypes are selected for eventual facture the Japanese market. in Japan and elsewhere by One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the countrys foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfy service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such as shot Handy cam, VAIO, Stick PlayStation Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Recording Media, Business and Professional products. In India, Sony has its footprint across all

major towns and cities through a distribution network comprising of over 5000 dealers

Overview satisfaction and unparalleled standards of BRAVIA, BRAVIA Theatre, Walkman, Xplod, Memory Communications action Cyber- and distributors, 240 exclusive Sony outlets and 19 dire locations. Manned by customer friendly and informed sales persons, Sonys exclusive stores Sony Center are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sonys service is its highly motivated and well provides the kind of attentive and sensitive service that is rare today. many well-trained staff that direct branch

Company Profile In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked their desire to produce products for everyday life. In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact

Disc and the floppy disc .Son better, smaller and more innovative than ever thought possible.

Sony Corporation luding audio visual broadcast, telecommunications, entertainment, casting and even insurance and finance. Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting new products and new Sony has continually made things now spans a range of industries electronics, information technology, satellite lifestyles and remains kicked-off inc lite broad committed to the challenge of creating and dreams

Sony in India Sony is not new to India. walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the culminated in a new relationship when inspired by a friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995

COMPANY MISSION Sony India focused towards making a difference in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce and sell Their consistent commitment towards service has brought the company quite closer realizing these Whether it was the television, or the reform in the lifestyles with excellence. to the Indian customer.

Product range of Sony BRAVIA LCD TV Full HD 3D TV Dynamic Edge LED Optic Contrast and CORNING's Gorilla Glass Panel Wi-Fi Integrated Monolithic Design Full HD 3D features a buil X-Reality picture engine Cyber 16.2 Mega Pixel T Series 5x Optical Zoom Ultra 16.2MP Exmore R Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Optical Zoom & 10x Clear Image Zoom Superior Auto for High Quality Images 7 Picture Effect Modes AVCHD Full HD movie recording 46NX720 Series BRAVIA built-in 3D Transmitter Cyber-shot Digital Camera Ultra-Slim Cyber-shot (Black) CMOS Sensor VAIO E- Intel CoreTM i5-2430 Processor 2.40 GHz with Turbo Boost up to 3.00 GHz Genuine Window 7Home Premium 64

 15.5 wide TFT color display (LED backlight) Sony Tablet AndroidTM 3.2 Easy to carry and easy to watch with 9.4 Trublack Touch Screen Display Swift and smooth touch experience with quick view and quick touch VAIO Notebooks Series 64-bit HDR-PJ50E Exmor R CMOS Sensor 29.8 mm wide angle Sony G Lens Built-in Projector 220GB HDD Optical Steady Shot with Active Mode 7.1M still picture Walkman MP3 Players 16 GB capacity Superior sound quality Superior visual quality Handy cam Camcorder Blu-ray Disc Players Digital SLR / SLT Cameras 10fps continuous shooting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMOS Sensor

PlayStation3 Console dimensions (approx.) (W/H/D) 290 x 65 x 290 mm Console mass (approx.) 3.2 kg CPU Cell Broadband Engine GPU RSX Sound Dolby Digital LPCM 7.1ch / AAC / etc Memory 256MB XDR Main RAM / 256MB GDDR3 VRAM Wireless Controller (Bluetooth) YES BD/DVD/CD Driver (Read Only) BD 2x (BD (CD PlayStation2 Compatibility No Plus / Dolby Digital 5.1ch / BD-ROM) / DVD 8x (DVD-ROM) / CD 24x CD-ROM)

DTS 5.1ch / Home Theatre Systems Headphones

 Hi-Fi System Voice Recorders Storage & Recording Media Business & Professional

SWOT Analysis Strength 1 Sony has build up a good by his service & quality. 2 Same price in all over in India is also a great attraction for customer. 3 Service wise Sony is the best among all his competitors, shops ambience, environment location is very convenient. 4 To provide better service Sony conducts the Service camp & Training Update of Sony Product brand image & customer loyalty and and keep its employee

Weaknesses 1 High cost manufacturing base leading to lower margins 2 Legal proceedings likely to hamper corporate image.

Opportunities 1 Sony is leading brand in consumer of its better service 2 It has a professionalism, good service attitude and knowledgeable staff and employee. 3 Because of keen foresightedness of future customer perception, Sony can

Threats 1 Unfavorable foreign exchange rate margins 2 Impact of the global economic slowdown

Marketing Strategies

Marketing strategies Management of a firm needs strategy, to make sure that everything goes well in the company, through the use of strategic management everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the company is doing well internally. The term from the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the leader of an army (1991). Strategic management decisions have multifunctional and multi-business consequences, this kind of decision require broad consideration of the firm's external and internal environments, and it may affect the firms chance of prosperity. It is important to know what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the companys major target; rules; decisions and sequences of action into organized whole. It can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988). strategic management originates now policies and It is incomplete search bounded rationality (1960) influenced this perception. Strategy is a combination of the companys objectives, decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effective

Strategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketing the product it has with less difficulty and more readiness to face competitors. Strategic marketing uses all of its resources to counter its competitors. marketing planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals. for strategic alternatives, and policies a companys products is the way company sells makes sure that the company

and or effective. Strategic COMPETITORS All firms have strategic open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms define their marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to

gauge competitors strengths and weaknesses. Success in the market place depends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000). An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against competitors and To know and have an in depth knowledge of the competitors the company can use different kinds of strategy such as porters generic strategy. knowledge about the competitors help in planning marketing activities through distinguishing and rivals may use and wha added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures against competitors. Sony although company still uses strategic marketing company alive in its industry. This keeps Sony alive against its competitors. Sony should still know and acquire all information competitors. The competitors activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competitor certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. The use of certain strategies like porters generic strategy the company might be able to know more about competitors and through such information they can competitors. Determining and having added forecasting what activities what strategy they might implement. Having already a well known and successful planning that keeps the strategic

marketing they can with regards their competitors will do in plan strategies to conquer this competitors

Milestone of Sony

Milestone of Sony Product 1950- Japans first magnetic tape recorder, the G launched 1955- Japans first magnetic transistor radio, the 55launched 1960- World first TransistorTVT8 1971- 3/4 inch umatic color cassette player the VP 1100 1982- Worlds first CD player, the CDP 1990- Hi definition R television 2000- Sony playstation2 with 128 2001- Info-stick Bluetooth module, developed 2002- Pcg-u1this was worlds smallest and lights pc running Microsoft Windows XP 2003- First Qualia product launched 2003- First Blue 2004- First-generation liquid crystal display T8-301launched CDP-101 launched Ready, 16:9wide aspect ratio, 36

128-bit Emotion Engine Blue-ray Disc product launched

G-type TRVPeady, 2005- Launched BRAVIA series of wide screen LCD TVs feature live color creation 2006- HDR-UX1 world first HD cam recorder 2006- Play station 3

Position of Sony in Electronic Market

Share Market Position LG, 21% Videocon, 9% Penasonic, 7% Onida, 4% Sony in Electronic Goods Sony, 27% Samsung, 23% Others, 9%

CONCLUSION According to research in Sony India ltd, it reveals that Sony is electronic and consumer durable. Sony is masters in camera, and vaio notebooks. Sony has credibility in these products. Sony as a brand is think it is nothing but a status symbol. Sony is facing tough competition with Samsung & LG because of reasonable price &quality. But when considered service attitude, promotion policy, quality of appearance & knowledge of staff sand function, Sony is far ahead from Samsung & LG. Sony plays a vital role in real as well as a great leader Bravia LCD TV; Cyber shot so popular in rich class people; they one pricing policy, a product, professional regarding product feature consumer durable market.

Bibliograph

Bibliography The information provided by the customer. Through the personal interaction with the help of questionnaire. Websites of consumer durable brands. Like Samsung, LG www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/sony Bibliography Sony, etc.

QUESTIONNAIRE Name:. Profession Age: Contact No: Q1: Who purchase Sony Product? a) Male b) Female Q2: How many members in Family? a) 3 b) 3to5 c) 5to7 d) Above 7 Q3: Technical Awareness. a) Yes b) No . Address:. No:.. Zip Code. . Q4: Income of customer/month a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000

e) >50,000 Q5: Are you actual user of Sony Product? a) Yes b) No Q6: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3 Q7: Mode of payment a) Cash b) Cheque c) Credit d) Master card Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Service c) Brand Q9: Influence sales person or not? a) Yes b) No Q10: Are you compared Sony Brand with other Brand? a) Yes

b) No : : 86 Q11: You are compared Sony Brand with.. a) LG b) Samsung c) Panasonic d) Onida e) Videocon f) Other