Sony presentation template

Sony Presentation

Transcript: The Youtuber SWOT Religion, Race, Nationality - Any education HTC has recently proven to also be a competitor with its HTC one series. These phones provide amazing audio and specially crafted metal to line the phone and give it a sleeker more polished look. The HTC One operates on the Android system along with the Galaxy so a lot of the aspects are similar Competitive Assessment January - February Out Of Home Purchase Occasion – Special SONY is purely an electronics brand with that has reached it's peak but produces dependable products. That continues to release new technology but nothing I would buy or need Majority middle class, Adults in their “Prime”, beginning of their careers or still deciding SONY is known as classic in it's industry, giving the brand a level of credibility. 45% digital 25% tv 15% out of home 10% print 5% radio ahead of the curve strengths - Consumers use their phone for social media purpose more than anything else - Consumers are not well aware that Sony makes phones and is current in the industry - Celebrity endorsements act as the number one influence in buying decision *Positives: the target believes we are an electronic and entertainment heavy brand *Negatives: SONY is viewed as an outdated and boring brand Our Response: 1. Re-position and stray away from the “old-fashioned or obsolete” branding a. Re-positioning allows target to value us as a “long-established” brand 2. We should hone in on the fact that people consider us “classic” a. The “originals” and frontrunner of the entertainment and electronic industry celebrity obsessed in the know creative What Is SONY Doing Now? metropolitan; grew up with internet and pursues a digital presence ultimately living a selfish lifestyle based on gratification. Embraces discovery and controversy The Four P's Account Executive: Larissa Brady - Price | Media Planner: Mia Ross Copywriter: Taylor Reeves | Account Planner: Priscilla Perez | Account Planner: Yessenia Aparicio|Artistic Director: Keyianah Jackson Demographic we would like the brand to be at the center of pop culture by reemerging as the new classic in entertainment technology. SONY repositioning will drive S H I F T to the forefront of culture. Making it the item to hav Media Strategy S H I F T Insights Here at PHA we understand that knowing the landscape it key before navigating any opportunities T A K I N G. M E D I A. H I G H E R. l MKT Our objective is to bring SONY out of the shadows of the electronics market and in the light of taste-makers in popular culture. Repositioning this brand as such is absolutely necessary to become a viable player in the mobile phone market. lifestyle May - June Students, creatives working professionals Finish the year with mass media coverage. Tie everything back to television spots with flight dates according to the holiday season Ex. Network TV advertisements March - April • Sony challenges some of the most influential Youtubers to post a full episode only using our Sony phone. Fans vote for their Youtuber, winner reiceves lifetime Sony production equipment for their show trend-setter considers himself to be informed and cultured, has a anti-establishment frame of mind (but nevertheless falls victim to materialistic functions) most likely an iPhone user, but always looking for the next best thing is familiar with SONY as a brand - likely through electronics or gaming Budget weaknesses the hip tech guy ...and how are we going to improve it die hard entertainment enthusiast always finds the next big fad Television the brief Samsung has also established itself as a competitor with its release of the Galaxy S5. With many features similar to the iPhone 6 including finger print technology, high def speakers and good displays the Galaxy S5 has proven itself to stand as one of the top phones on the market. Radio We are the desired tool to enable young people to be both sides of culture the creator and the user, we want S H I F T is satisfy the spectrum of artistic need and expression being the leader in photo, video and audio technology digital / mobile streaming services only Phychographic Our media strategy lays on the foundation of organic content. We want to advertise in a way that feels effortless and is completely in unison with the brand. Take advantage of brand placement in SONY produced content Use mass-media to create an overall awareness Use native content and partnerships to reach our audience genuinely Establish personal relationship before mass interaction Digital will be at the forefront with television and out of home will follow with a strong presence. Our hope is that the consumer interacts with a piece of native content before they interact with any traditional paid media like a 30 sec spot or print ad Start live event promotion and sponsorships Ex. Sponsored Tours Hosted Events Our target audience encompasses young people and successful adults who are engulfed in culture, who often take an active in creating content and trends via

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