Sony Pictures
Content
“SONY PICTURE ENTERTAINMENT.”
UNIVERSITY OF MUMBAI PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT
SUBMITTED BY NITHESH MOHAN BANGERA
PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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“SONY PICTURE ENTERTAINMENT.”
UNIVERSITY OF MUMBAI PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT
SUBMITTED BY NITHESH MOHAN BANGERA
PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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UNIVERSITY OF MUMBAI
PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT Submitted In Partial Fulfillment of the requirements For the Award of the Degree of Bachelor of Management By
NITHESH MOHAN BANGERA PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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DECLARATION
I NITHESH MOHAN BANGERA student of BMS – Semester V (2008-09) hereby declare that I have completed this project on MARKETING STRATEGY ON SONY PICTURE ENTERTNAINMENT . The information submitted is true & original to the best of my knowledge.
Student’s Signature
Name of Student NITHESH MOHAN BANGERA
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C E R T I F I C A T E
This is to certify that Mr. NITHESH MOHAN BANGERA Of TYBMS has successfully completed the project on MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT under the guidance of _Mrs. MAHALAKSHMI SANKAR.
Project Guide Mrs. MAHALAKSHMI SANKAR
Principal
Dr. (Mrs.) J. K. PHADNIS
Course Co-ordinator Mrs. A. MARTINA
External Examiner
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T.Y.BMS. 100 MARKS PROJECT TOPIC:
“MARKETING STRATEGY ON SONY
PICTURE ENTERTAINMENT.”
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ACKNOWLEDGEMENT With great pleasure I would like to take this opportunity to acknowledge all the people who have assisted me in the completion of the project. First of all I would like to thank my project guide Mrs. Mahalakshmi Sankar for helping me to gather information and for guiding me with valuable inputs and at crucial stage of my project. Finally I would like to thank Mr. Dheeresh Bangera Marketing Executive for giving his co-operation and time and supplying me with necessary matter in respect of the company for bringing out this project report.
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INDEX
1.
SONY PICTURE ENTERTAINMENT
1.1. INTRODUCTION 1.2.HISTORY 1.3.ORIGIN OF NAME
11-13
2. SONY PICTURE ENTERTNIMENT MOTION PICTURE 14-16 GROUP
2.1. INTRODUCTION 2.2. ANIMATION FILM
3. SONY PICTURE HOME ENTERTAINMENT
3.1 3.2 3.3 BLU-RAY DISC DVD VCD
17-21
4. HIT MOVIES 4.1 4.2 BOX OFFICE WINNERS THE OSCARS FOR THE BEST PICTURES
22-23
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5.
MARKETING MIX 5.1 SONY PRODUCT 5.2 SONY PLACE 5.3 SONY PROMOTION
5.3.1 SALES MARKETING COMMUNICATION MIX 5.3.2 ADVERTISING 5.3.3 SALES PROMOTION
24-37
5.4 SONY PRICE 6. MARKETING RESEARCH 6.1 RESEARCH DESIGN 6.2 RESEARCH INSTRUMENTS
6.2.1 FACE -TO-FACE INTERVIEWS 6.2.2 INTERNET
38-43
6.3 SAMPLE SIZE 6.4 6.5 7. 8. 9. FINDING ANALYSIS 44 45 46
QUESTIONNAIRE CONCLUSION BIBLIOGRAPHY
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1. SONY PICTURE ENTERTAINMENT
1.1 INTRODUCTION
Sony Picture Entertainment is a multinational conglomerate corporation headquartered in Tokyo, Japan and one of the world’s largest media conglomerate with revenue of US $88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of entertainment (motion picture and music), DVD, CD, BLUE-RAY DISK products for the consumer and professional markets. Its name is derived from sonus, the Greek goddess of sound. Sony’s principle business operation includes Sony Corporation (Sony Entertainment in the US). Sony Picture Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony Financial Holding. As a semi-conductor maker, Sony among the worldwide Top 20 semi-conductor Sales Leader. The company’s slogan is Sony like No Other. Sony Pictures Entertainment, Inc. produces and distributes motion pictures and television programming. It engages in the acquisition and distribution of home video; operation of studio facilities for production services; development of new entertainment technologies; development of entertainment products and services for broadband distribution; and distribution of filmed entertainment. The company also offers interactive agency and digital marketing services, including digital marketing strategy, online research, customer relationship management, product development, and Website design and development; digital sound format for motion picture theatres; post production, scoring, re-recording, Foley and ADR stages, plus screening rooms, and editing services through its post production facilities; and feature film clip/still licensing. Sony Pictures Entertainment, Inc. was formerly known as Columbia Pictures Entertainment, Inc. The company was founded in 1987 and is based in Culver City, California. As of October 31, 1989, Sony Pictures Entertainment, Inc. is a subsidiary of Sony Corporation of America.
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1.2 HISTORY
Just after World War II in 1945 a man named Masaru Ibuka started a small radio shop in an old bombed-out building in Tokyo, Japan. Shortly afterwards, he was joined by friend and colleague Akio Morita. They founded the company Tokyo Tsushin Kogyo.
First, came the thought to use the initials of the company, but TKK was taken by a Japanese railroad company at the time. Next, came the name Totsuko. It was well received, but the American public had a difficult time pronouncing it. Morita thought of the Atchan character and came up with the name Sony. A mix of the Latin word meaning son and sonny (little boy) the company officially changed the name to Sony in January of 1958
In 1989, Sony acquired the American film and television production company Columbia Pictures Entertainment, Inc. (Columbia Pictures, Tri-Star Pictures, etc.) from The Coca-Cola Company for US$ 3.4 billion. The company was renamed Sony Pictures Entertainment in 1991. Sony has since created numerous other film production and distribution units, such as creating Sony Pictures Classics for art-house fare, by forming Columbia Tri-Star Pictures (also known as the Columbia Tri-Star Motion Picture Group) by merging Columbia Pictures and TriStar Pictures in 1998, revitalizing Columbia's former television division Screen Gems, and expanded its growth on April 8, 2005, when a consortium led by Sony and its equity partners acquired the legendary Hollywood studio Metro-Goldwyn-Mayer in a deal worth nearly US$5 billion. Sony Picture Entertainment is a multinational conglomerate corporation headquartered in Tokyo, Japan and one of the world’s largest media conglomerate with revenue of US $88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of entertainment (motion picture and music),
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Masaru Ibuka and Akio Morita, the founders of Sony
1.3
ORIGIN OF NAME
When Tokyo Tsushin was looking for a Romanized name to use to market them, they strongly considered using their initials, TTK. The primary reason they did not is that the railway company Tokyo Kyuko was known as TKK. The company occasionally used the acronym "Totsuko" in Japan, but during his visit to the United States, Morita discovered that Americans had trouble pronouncing that name. Another early name that was tried out for a while was "Tokyo Teletech" until Morita discovered that there was an American company already using Teletech as a brand name. The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word Sonus which is the root of "sonic" and "sound" and the other was "sonny", a familiar term used in 1950s America to call a boy. Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own (which paid off when they successfully sued a candy producer using the name, who claimed that "Sony" was an existing word in some language). At the time of the change, it was extremely unusual for a Japanese company to use Roman letters instead of kanji to spell its name. The move was not without opposition: TTK's principal bank at the time, Mitsui, had strong feelings about the name. They pushed for a name such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm, however, as he did not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval
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2. SONY PICTURE ENTERTAINMENT MOTION PICTURE GROUP
2.1 INTRODUTION
Releases about 30 films per year Sony picture entertainment releasing companies, Sony Pictures Releasing (U.S.) and Columbia Tri-Star Film Distributors International, are responsible for sales, distribution and marketing of SPE's film product in 67 territories worldwide SPE's international motion picture operations include Deutsche Columbia Tri-Star in Germany, Columbia Pictures Film Production Asia in Hong Kong and operations in the United Kingdom, Brazil and Spain The motion picture library is one of SPE's most valuable assets, featuring more than 3,500 films, including 12 Best Picture Academy Award® Winners Sony Pictures International Motion Picture Production Group is an industry pioneer in studio supported local language production programming. The division is currently in pre or post production on 10 films that will be distributed in countries including Germany, India, Russia, Mexico and the United Kingdom. For seven consecutive years between 2002-2008, films from Sony Pictures Releasing have generated more than $1 billion in box office sales in North America as good in India, an industry record matched by only one other studio.
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2.2 ANIMATION FILM
Established in May, 2002, to enable Sony Pictures Entertainment Inc. to tap into the vast imagination of the creative community, develop characters and stories that are best realized through digital production and bring entertainment to audiences of all ages to the screen Released its first production Open Season (Animation Film) in September 2006 and became the studio's #2 home entertainment film in 2007
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Open Season is a 2006 computer-animated film. The film was directed by Roger Allers, Jill Cultonand Anthony Stacchi. It was released on September 29, 2006. The film produced by Sony Pictures Animation and released by Columbia Pictures. The story centers around woodland creatures that are traditionally hunted teaming up against hunters. It has also been released in the IMAX 3D format. A video game for the film was released on multiple platforms. Open Season 2, sequel, was released on January 27, 2009. The film location was inspired by the towns of Sun Valley and McCall Idaho and the Saw tooth National Forest. The film was released on DVD and Blu-Ray on January 30, 2007 Its second film, Surf's Up! Was released in June 2007 and was nominated for a Best Animated Feature Academy Award® and won two Annie Awards Surf's up a American Academy Award-nominated computer-animated documentary film produced by Sony Pictures Animation and distributed by Columbia Pictures. It stars the voices of Shia LaBeouf, Jeff Bridges, Zooey Deschanel, and Jon Heder among others. Surf's Up was released on high-definition Blu-ray Disc, and DVD in all over the world on October 9, 2007. It is sold in both Widescreen and Full screen versions. On June 8, McDonald's issued eight Surf's up toys in their Happy Meals for one month. Each meal came with one of the following: • • • • • • Cody figurine with a surfboard. Rip Curl Cody (a tiny plastic penguin in a water globe shaped like a curl wave). Lani with a surfboard. Chicken Joe (a swaying bobbler on a board). Geek rides a plastic "wave" on a surfboard. Tank speeds on a board riding a wave.
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3. SONY PICTURE HOME ENTERTAINMENT
INTRODUTION
Sony Pictures Home Entertainment is the home video distribution arm of Sony Pictures Entertainment, a subsidiary of Sony Corporation. It was established in 1978 as Columbia Pictures Home Entertainment. It is responsible for the distribution of the Sony Pictures library for home entertainment, mainly releases from Columbia Pictures and Tri-Star Pictures, but also releases product from Sony Pictures Classics, Destination Films, etc The company was formerly known as Columbia Pictures Home Entertainment (19781982), Columbia Tri-Star Home Video (1991-2001), and finally Columbia Tri-Star Home Entertainment (1999-2004), before taking on its current name in fall 2004. In some territories, it still goes by its previous identity; however this may not be the case for much longer. In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blu-ray has been launched along with the devices which can be used to run such a latest technology. Among the more than 3,500 film titles in Sony Picture Home Entertainment catalog are the Spider-Man films, Men in Black, Casino Royal, the Seinfeld series and such film classics as Bridge on the River Kwai, Dr. Strangelove and Lawrence of Arabia There are films which had not done good business in theatre but had good business in Home Entertainment. In this category, Sony has included home video system and accessories which can enable the user to record various favorite movies.
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3.2 PRODUCT OF HOME ENTERTAINMENT
A Product is anything that can be offered to a market attention, acquisition, use or consumption that might satisfy a need or want. Product decision normally base on brand name. Functionally, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes can be manipulate depending on what the target market wants. Also, customers always look for new and improved things which are why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customers. So briefly Sony Product can be categorized in the following major product categories:These products include: A. Blu-ray disc B. DVD
C. VCD
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3.2.1 Blu-ray Disc:
Blu-ray Disc (also known as Blu-ray or BD) is optical disc storage medium to supersede the standard DVD format. Its main uses are for storing PlayStation 3 games, high-definition video and data storage with up to 50GB per disc. The disc has the same physical dimensions as standard DVDs and CDs. The Blu-ray Disc was produced by Sony Company in 2002 While current optical disc technologies such as DVD, DVD±R, DVD±RW, and DVD-RAM rely on a red laser to read and write data, the new format uses a blue-violet laser instead, hence the name Blu-ray. While a standard DVD uses a 650 nanometer red laser, it as the capacity almost six times more than DVD. The format was developed to enable recording, rewriting and playback of high-definition video (HD), as well as storing large amounts of data. The benefit of using a blue-violet laser (405nm) is that it has a shorter wavelength than a red laser (650nm), which makes it possible to focus the laser spot with even greater precision. This allows data to be packed more tightly and stored in less space, so it's possible to fit more data on the disc even though it's the same size as a CD/DVD. Blu-ray Disc is developed by the Blu-ray Disc Association, a group representing makers of consumer electronics, computer hardware, and motion pictures. As of June 2009, more than 1000 Blu-ray disc titles are available in Australia, 2500 in Japan, 1500 in the United Kingdom, and 2500 in the United States and Canada. Blu-ray Disc is produced by only four companies and Sony is one of them. Sony is the leader marketer in Blu-ray Disc; they have 80 titles order to produce in Blu-ray Disc. It cost for Rs.1,800. There target consumer are high income level of people. As part of a unique online promotion, Sony Pictures Home Entertainment had offered a "third disc free" deal at participating online retailers. For a limited time, consumers who purchase three Sony Blu-ray discs (from a selection of 34 total discs) will receive the third disc free. While the deal doesn't apply to all Sony Blu-ray discs. Although the full Sony catalogue is not included in the promotion, the high selling titles Black Hawk Down and Casino Royale are. The consumers must choose their three discs from one of two lists-one is a collection of discs priced at $20.84, while the other is collection of discs priced at $28.04.
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3.2.2 DVD (DIGITAL VERSATILE DISC):
DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its main uses are video and data storage. DVDs are of the same dimensions as compact discs (CDs), but store more than six times as much data. But less than compare to Blu-ray disc. In DVD u can have 3 or 5 movies according to the capacity of the DVD. DVD recordable is now also used for consumer audio and video recording. Sony first introduced the DVD Video format in Japan in November 1996. The Sony Picture Entertainment had produced more than 3500 films in DVD. In that there is spider-man, Quantum of Solace, Hancock, Men in black etc. The company has an exclusive deal on the cards with Reliance Retail, which will allow it to increasing in sales of DVDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently. A DVD features easy editing with which you can delete unnecessary portion of the recorded programs at any moment. When recording a program to the DVD containing other programs, the DVD can locate the end of the last recording and start recording a new program without leaving any blank space.
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3.2.3 VCD (VEDIO COMPACT DISC):
A Video Compact Disc (also known as VCD, Compact Disc digital video) is a standard digital format for storing video on a Compact Disc. Video CD is a standard developed in early 1990's that allows regular CD to contain 74 minutes of video and audio VCDs are playable in dedicated VCD players, most modern DVD-Video players, personal computers, and some video game consoles. The VCD standard was created in 1993 by Sony and Philips. It was developed to store music at the start, but later it also allowed the storing of other kinds of data. A VCD has the capacity to hold up to 74/80 minutes on 650MB/700MB CDs respectively of full-motion video along with quality stereo sound. There consumer are low income level of the people and VCD have low capacity level then Blu-ray Disc and DVD. Sony Pictures plans to retail VCDs and DVDs through Reliance Retail. Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the cards with Reliance Retail, which will allow it to sell its DVDs and VCDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty stores for stores for books, music and movies.
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4. HIT MOVIES
4.1 BOX OFFICE WINNERS
The Top 10 biggest moneymakers for the Studio include actioners and Academy Award recipients.
Title Men In Black US Release (Yr) 1997Columbia Gross Box Office (US Earnings) in USD This comic book adaptation starring Will Smith and Tommy Lee Jones earned $250.1 mil. Ghostbusters 1984Columbia The Dan Akroyd-Bill Murray-Harold Ramis comedy remains Columbia's 2nd highest earner. BO $238.6 mil Terminator 2 : Judgment Day Tootsie 1982Columbia 1991TriStar The Arnold Schwarzenegger-James Cameron starrer grossed a huge $204.8 mil. The film remains memorable for the superb performance put in by Dustin Hoffman. BO $177.2 mil Air Force One Big Daddy Jerry Maguire 1997Columbia 1999Columbia 1996TriStar This Harrison Ford starrer has raked in $ 172.7 mil Adam Sandler brought in $ 162.6 mil. Cameron Crowe's romantic comedy starring Tom Cruise collected $ 153.6 mil Rambo : First Blood Part 2 1985Columbia The picture solidified Stallone's credentials as an action star. BO $150.4 mil As Good As It Gets 1997TriStar The film won oscars for Helen Hunt and Jack Nicholson for best actor and actress respectively. BO $ 147.6 mil A Few Good Men 1992Columbia The Cruise - Nicholson military drama made $ 141.3 mil
4.2 THE OSCARS® FOR THE BEST PICTURE
Year Title
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1934 1938 1949 1953 1954 1957 1962 1966 1968 1979 1982 1987 It Happened One Night You Can't Take It With You All The King's Men From Here To Eternity On The Waterfront The Bridge On The River Kwai Lawrence of Arabia A Man for all Seasons Oliver Kramer Vs Kramer Gandhi The Last Empire
5. Marketing mix
Introduction
Marketing deals with identifying and meeting human and social needs. Marketing mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably toward its product or services so
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that consumer and organizational objectives are attained, i.e. marketing mix a model of crafting and implementing marketing strategy. Marketing mix is classified as:1. Product. 2. Promotion. 3. Place (Distribution).
4. Promotion.
5.1 SONY PRODUCT INTRODUCTION
The first market mix element is Product. A Product is anything that can be offered to a market attention, acquisition, use or consumption that might satisfy a need or want.
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Product decision normally base on brand name. Functionally, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes can be manipulate depending on what the target market wants. Also, customers always look for new and improved things which are why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customers. So briefly Sony Product can be categorized in the following major product categories:A. HOME VIDEO B. THEATRE.
5.1.1 HOME VIDEO:
In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blue-ray has been launched along with the devices which can be used to run such a latest technology. In this category, Sony has included home video system and accessories which can enable the user to record various favorite movies. These products include:
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• • • Blu-ray disc DVD CD
A. Blu-ray disc:
In 2002 the Sony Company produced the Blu-ray Disc in market. Blu-ray Disc (also known as Blu-ray or BD) is optical disc storage medium to supersede the standard DVD format. Its main uses are for storing PlayStation 3 games, high-definition video and data storage with up to 50GB per disc. For the first time, there was a universal standard for pre-recorded, recordable and rewritable media.
B. DVD:
DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its main uses are video and data storage. Sony first introduced the DVD Video format in Japan in November 1996.
c. VCD:
A Video Compact Disc (also known as VCD, Compact Disc digital video) is a standard digital format for storing video on a Compact Disc. The VCD standard was created in 1993 by Sony and Philips. It was developed to store music at the start, but later it also allowed the storing of other kinds of data.
5.1.2 THEATRE:
In this category, theatre is gaining momentum in many countries as well in India also. The film encompasses individual motion pictures, the field of film as an art form, and the motion picture industry. Films are produced by recording images from the world with cameras, or by creating images using animation techniques or special effects
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After the completion of the films, the production department produces the film in the print (in the form of roll or digital) and then they distribute among the theatre. For the Spiderman the Sony picture production produce around 3500 print all over the world. There are many theatre were they distribute the film, the theatre are IMAX, ADLABS, CINE MAX etc. Film distribution definitely is an unpredictable business and they had to walk the razor's edge. They can’t overspend in promoting the movie, which is expecting it to earn more than its potential. Nor can you spend less, if the movie has the potential to earn more. If you read the market wrong, you can die in this business. It is important to have a 'grassroots model' to understand and estimate the market. You will have to have your own distribution available at the retail end. Otherwise the tail will wag the dog Our business is largely driven by the product lineup we have for the year. Typically, 2-3 movies account for the bulk of the revenues. We distributed 33 movies last year, but got 57 per cent of our revenues from just two movies. Quantum of Solace fetched us Rs.350 million while Hancock grossed Rs 220 million. Our turnover for the year was Rs 1 billion, up from the last year. In the overall box office earnings, India stands in the 15th-17th position in the world. Earlier, India used to be the 44th largest revenue contributor for Sony Picture Entertainment. But in terms of profit earnings, India compares poorly because of high tax structures.
India is a much more diverse market and there is a very strong preference for local products. In fact, they look at four different products when they dub their English movies here into Hindi, Tamil and Telugu. They tried Malayalam language a few times, but gave up. There is a strong resistance against dubbed products in Kerala. Besides, in India there is no middle market. You either make it big or there is very little money to be made out of distributing a movie. There is a very short period in which you have to make money from your releases and get out. For Spider-man II, we had 327 prints.
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The media has become much more fragmented. It has become extremely complicated and much more expensive to launch a movie. The costs are going up, but revenues are not jumping as much. They had to face with the reality today that eyeballs are being distributed across TV, home video and a slew of movies that get launched frequently. They have knowledge of the centers where underreporting (sales of ticket) is the maximum. There is very little they can do. They take a fixed amount from multiplexes.
5.2 SONY PLACE (DISTRIBUTION): INTRODUCTION
Decision with respect to distribution channel focus on making the product available in adequate quantities at place where customer are normally expected to shop for them to satisfy
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their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers and wholesalers. Sony being the company which position itself as a seller of durable and high end products, it is products from the selective dealer i.e. SONY WORLD. Apart from this there are grey markets in India and other countries where a practice of intensive market coverage is practiced and the products in these kind of markets normally do not posses all the feature and benefits which Sony offers example warranty and guarantee.
Sony India has its footprint across all major town and cities with a distribution network of over 7000 channel partners, 260 Sony outlets and 21 direct branch locations. In India, Sony has used the method of one-level distribution channel. This means that, customer by their Sony product from the retailer recognized by Sony and these retailers buy product directly from the company itself.
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i.e.
Manufacturer Retailer Customer
Through the internet, Sony has helped its customer to find the nearest retail shop where they can buy the Sony products. All you have to do is to go to their website e.g. www.sony.co.in /selection/shop and specify the product and location. Then it will display all the nearest retail shop available.
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5.3 SONY PROMOTION Introduction:
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Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customer’s perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company. A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers, their features and influence their attitudes favorably.
5.3.1 Sales Marketing Communication Mix:
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Sony India will spend Rs.200cr in this financial year on advertising and promotion (promotional Budget) of the entire range of customer electronics, out of which Rs.60cr will be spent only on Home Video, Theatre. The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing and publicity. Sony Picture Entertainment has used all of these marketing communication mix elements.
5.3.2 Advertising:
Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc by an identified sponsor. So far, Sony has advertised its product through many different ways and media. Through TV we have seen different advertisement of its products such as Spiderman, Hancock etc. Sony also advertises its product by targeting those favorable television programs like sports, services and also it has its own channel called Sony TV Channel. Sony uses some events like Miss India 2008 to promote its product. Through internet and newspaper like Times of India, Sony was advertised a wide range of product its offer to its customers. And also through posters a message has been sent to a lot of people to be aware of the picture which Sony produced. Sony also uses direct – response advertising. This is type of advertising that encourage the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or the internet. Such is done through direct mail or catalogues.
5.3.3 Sales Promotion:
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Sales promotion is a marketing discipline that utilizes a variety of incentive techniques to structure sales – related programs targeted to customers, measurable action or response for a product or service. Sales promotion for example includes free samples, discount, rebates, coupons, scratch card, exchange offers, early bird prices etc. Sony Pictures plans to retail VCDs and DVDs through Reliance Retail. Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the cards with Reliance Retail, which will allow it to sell its DVDs and VCDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty stores for stores for books, music and movies.
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“SONY PICTURE ENTERTAINMENT.” Sony India Unveils the ‘Bond with Sony was on Diwali’ Consumer Campaign
New Delhi, October 15, 2008
Sony India has unveiled its “Bond with Sony was on Diwali” marketing campaign featuring a tie up with the Sony Pictures Quantum of Solace, which was released in theaters worldwide, including India, on November 07, 2008. The campaign, which takes the Bond persona beyond the big screen into an exciting association with Sony, was developed as an artistic and thematic extension of the Bond film. Sophistication with style, a techno savvy quality and international appeal make James Bond a perfect fit with the Sony brand. Designed to highlight Sony’s High Definition product capabilities, the campaign provides a global platform for consistent brand messaging, while allowing consumers to win assured gifts when they buy select Sony products. The assured gift has a double benefit ~ a twin DVD pack with the Casino Royal film + trailers/news wraps from the new Bond movie Quantum of Solace…and a Lucky Draw Coupon which gives you a chance to win amazing prizes such as :
•
A business class return trip to Sony Pictures Studio in Los Angeles, USA for 4 days for 10 lucky couples 50 VAIO VGN-TZ Notebooks 100 Sony Ericsson C902 phones with Bond applications
• •
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The campaign launched on October 1, 2008 was build up the excitement and hype for driving both traffic to Sony stores and theatres is timed to coincide with the film’s release and the festival period. Elements include TV, digital, outdoor, print and retail media promoting Sony’s BRAVIA LCD flat-panel televisions, Blu-ray Disc Players, Handy cam camcorders, Cyber-shot digital still cameras and VAIO computers.
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“SONY PICTURE ENTERTAINMENT.” 5.4 SONY PRICE:
Pricing decision is almost always made in consultation with marketing management. Price is the only marketing mix variable such as dealer price, retail price, discounts, allowances, credit term etc influence the development of marketing strategy, as price is a major factor that influence the assessment of value obtained by customer. Customer directly relate price to quality, particular in case of products that are ego intensive of technology based. Sony being a company which emphasizes product quality, it tends to sell its products with price range from moderately- high to high prices, depending on the use and targeted customers. Sony Picture Home Entertainment (SPHE) is also bringing the Blu-ray Disc technology to India, and is reportedly pricing the discs at Rs.1,800. Being a late entrant in case of VCD, the company has chosen to use a low margin strategy to increase volumes in the home entertainment market. In fact, it aims to make home entertainment VCDs cheaper than movie tickets (upwards of Rs 50), cheaper than pirated discs (Rs 80-100) and even cheaper than renting a VCD (Rs 50 for a new release).
6. MARKETING RESEARCH
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“SONY PICTURE ENTERTAINMENT.” INTRODUCTION
Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications." Questionnaires, focus group discussion, research design and sample size surveys are some of the instruments for market research. The research methodology helps the movie maker to understand the means which would be the most effective way to reach out to the audience and to create awareness for the film among them. They should select the proper way of communication & get the feedback of the audience. The marketing researches are: 6.1 Research Design 6.2 Research Instruments 6.3 Sample size 6.4 Finding 6.5 Analysis
6.1 RESEARCH DESIGN:
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A research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question. The research is of a combination of Exploratory and Descriptive type and Primary data is mainly used for research. An Exploratory research, the focus is on the discovery of ideas. In a business where sales have been declining for the part few months, the management may conduct a quick study to find at what could be the possible explanation the sales might have declined on account of a number of factor such as not good movie, increased competition, or inadequate. Might they have ineffective advertising to attract the people towards the Saawariya movie? A Descriptive study is undertaken when the researcher wants to know the characteristic of certain groups such as age, sex, education level, income, occupation etc. Means how many male or female liked the Hancock. A Primary data is freshly collected information gathered through questionnaires or focus groups that include questions designed to answer a specific question.
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“SONY PICTURE ENTERTAINMENT.” 6.2 RESEARCH INSTRUMENT:
In research instrument, field survey are commonly used to collect primary data from the respondents, survey can be 1. Face to face 2. Internet The questionnaire method of data collection was used. First they make the question around 8 to 10 questions about the particular movie The questions are: • • • • • • Liked the movie. What liked in the movies whether comedy, action or romance? How was the story line of the movie? How was the song? Did u like the acting of the actor and actress? Did u see ads in Newspaper, T.V about our movies?
6.2.1 Face-to-face Interviews.
Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or ‘structured’ and use closed questions. Data is easily compared. Face-to-face interviews conducted to obtain valuable insights from the respondents. Body language can emphasize responses whether he is excited by watching the movie. Respondents can be ‘observed’ at the same time.
6.2.2 The Internet
The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership. There are visual ads to attract the respondents.
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“SONY PICTURE ENTERTAINMENT.” 6.3 SAMPLE SIZE:
In sample size, the researcher takes some proportion of population and they ask question regarding their product In Sony Picture Entertainment, the research was conducted with a sample size of 150 respondents. In this respondent, they have proportion of male and female. Male-Female ratio of the sample, from the 100% they take 63% respondents from male & remaining 37% respondents from female. That means from the 150 respondents, 95 respondents from the men and 55 respondents from the female
6.4 FINDING
This result was based on feedback from the respondents: 1. Trailers on TV followed by Newspaper Ads - major source of awareness about the movie for Quantum of solace. 2. Story and Sequel - main reasons for watching the movie Quantum of Solace. This was followed by publicity and preview of the movie.
3. Majority saw the trailers shown during the screening of the movie (Quantum of Solace). 4. Majority thought the Hancock trailer was exciting. 8% thought it was only OK and none thought
it was bad.
5. Almost half heard of the movie Hancock before, by means of In-theatre banner, Internet and word
of mouth.
6. 19% of the respondents were not sure if they would watch Hancock in a theatre and 3% were sure
of not doing so.
7. For males the special effects, Will Smith and the superhero concept stood out in the trailer
respectively. But for females Will Smith, special effects and the superhero concept stood out respectively in the same order.
8. Males aged up to 20 years of age thought that the special effects and the superhero concept stood
out in the trailer. Whereas for males aged above 20 thought that along with the above mentioned Will Smith too stood out equally for them.
factors
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6.5 Analysis
1. Communication was poor for Hancock, so the Communication should be strong for Hancock on TV and Newspapers, as there were main sources awareness about movies. Enough attention should be paid on the publicity and preview of the movie. 2. The Special effect and the Superhero factor were not used in proper way. They may be used to target individuals below 20 years of age. 3. Whereas the special effects and the Will Smith factor may be used to target individuals above 20 years of age. 4. They were not paid more attention on the teaser campaign. If they were being paid more attention on the teaser campaign would help in the building of awareness of the movie, and would be a positive step in influencing the performance or mainly the opening of the movie.
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7. QUESTIONAIRE
1. Sony has got into animation films in a big way. What is the future of animation films in India? Ans. Animation films are picking up and the future is bright. We have made many animation films within few years, which is a record of sorts it takes 18-36 months to make an animation film. It just shows our commitment to the sector. Our film OPEN SEASON was a major hit. Our animation division is creating animation content for Indian as well as International markets. 2. What about competition in the market? Ans. There are players who are selling products at almost half the price but we are aiming at people who are looking for quality at a good price and we have reached that mid-point equilibrium. 3. How much time does it take for a movie to make into a CD / DVD? Ans. Four to eight weeks after the title is assigned to us. 4. In which countries do Sony products sell the most? Ans. The ethnic pockets in the US, Germany, Brazil, Spain and Australia are our biggest buyers. Now Singapore, the UAE and newly developed markets like East European and North African markets are picking up 5. With so many multiplexes in most cities, who are the real buyers of DVDs and VCDs? Ans. VCDs and DVDs sell because people want to see the film at their leisure. Films at multiplexes change too often so if you don't have the time to watch a movie, it’s gone. So the best way out is to buy a DVD. 6. Are there any films that don't do well in theatres, but who’s DVDs sell? Ans. Yes. There are films like Hancock, Sawaariya, and Asia among others.
CONCLUSION
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BIBLIOGRAPHY:
INTERNET:
• • •
WWW.GOOGLE.COM WWW.SONYPICTURES.COM WWW.WIKIPEDIA.COM
MAGAZINE AND NEWSPAPER:
• • INDIA TODAY MID-DAY
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UNIVERSITY OF MUMBAI PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT
SUBMITTED BY NITHESH MOHAN BANGERA
PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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UNIVERSITY OF MUMBAI PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT
SUBMITTED BY NITHESH MOHAN BANGERA
PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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UNIVERSITY OF MUMBAI
PROJECT ON MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT Submitted In Partial Fulfillment of the requirements For the Award of the Degree of Bachelor of Management By
NITHESH MOHAN BANGERA PROJECT GUIDE
Mrs. MAHALAKSHMI SANKAR
BACHELOR OF MANAGEMENT STUDIES SEMESTER V (2009-10)
V.E.S. COLLEGE OF ARTS, SCIENCE & COMMERCE, SINDHI COLONY, CHEMBUR – 400071
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DECLARATION
I NITHESH MOHAN BANGERA student of BMS – Semester V (2008-09) hereby declare that I have completed this project on MARKETING STRATEGY ON SONY PICTURE ENTERTNAINMENT . The information submitted is true & original to the best of my knowledge.
Student’s Signature
Name of Student NITHESH MOHAN BANGERA
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C E R T I F I C A T E
This is to certify that Mr. NITHESH MOHAN BANGERA Of TYBMS has successfully completed the project on MARKETING STRATEGY ON SONY PICTURE ENTERTAINMENT under the guidance of _Mrs. MAHALAKSHMI SANKAR.
Project Guide Mrs. MAHALAKSHMI SANKAR
Principal
Dr. (Mrs.) J. K. PHADNIS
Course Co-ordinator Mrs. A. MARTINA
External Examiner
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T.Y.BMS. 100 MARKS PROJECT TOPIC:
“MARKETING STRATEGY ON SONY
PICTURE ENTERTAINMENT.”
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ACKNOWLEDGEMENT With great pleasure I would like to take this opportunity to acknowledge all the people who have assisted me in the completion of the project. First of all I would like to thank my project guide Mrs. Mahalakshmi Sankar for helping me to gather information and for guiding me with valuable inputs and at crucial stage of my project. Finally I would like to thank Mr. Dheeresh Bangera Marketing Executive for giving his co-operation and time and supplying me with necessary matter in respect of the company for bringing out this project report.
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INDEX
1.
SONY PICTURE ENTERTAINMENT
1.1. INTRODUCTION 1.2.HISTORY 1.3.ORIGIN OF NAME
11-13
2. SONY PICTURE ENTERTNIMENT MOTION PICTURE 14-16 GROUP
2.1. INTRODUCTION 2.2. ANIMATION FILM
3. SONY PICTURE HOME ENTERTAINMENT
3.1 3.2 3.3 BLU-RAY DISC DVD VCD
17-21
4. HIT MOVIES 4.1 4.2 BOX OFFICE WINNERS THE OSCARS FOR THE BEST PICTURES
22-23
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5.
MARKETING MIX 5.1 SONY PRODUCT 5.2 SONY PLACE 5.3 SONY PROMOTION
5.3.1 SALES MARKETING COMMUNICATION MIX 5.3.2 ADVERTISING 5.3.3 SALES PROMOTION
24-37
5.4 SONY PRICE 6. MARKETING RESEARCH 6.1 RESEARCH DESIGN 6.2 RESEARCH INSTRUMENTS
6.2.1 FACE -TO-FACE INTERVIEWS 6.2.2 INTERNET
38-43
6.3 SAMPLE SIZE 6.4 6.5 7. 8. 9. FINDING ANALYSIS 44 45 46
QUESTIONNAIRE CONCLUSION BIBLIOGRAPHY
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1. SONY PICTURE ENTERTAINMENT
1.1 INTRODUCTION
Sony Picture Entertainment is a multinational conglomerate corporation headquartered in Tokyo, Japan and one of the world’s largest media conglomerate with revenue of US $88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of entertainment (motion picture and music), DVD, CD, BLUE-RAY DISK products for the consumer and professional markets. Its name is derived from sonus, the Greek goddess of sound. Sony’s principle business operation includes Sony Corporation (Sony Entertainment in the US). Sony Picture Entertainment, Sony Computer Entertainment, Sony BMG Music Entertainment, Sony Ericsson and Sony Financial Holding. As a semi-conductor maker, Sony among the worldwide Top 20 semi-conductor Sales Leader. The company’s slogan is Sony like No Other. Sony Pictures Entertainment, Inc. produces and distributes motion pictures and television programming. It engages in the acquisition and distribution of home video; operation of studio facilities for production services; development of new entertainment technologies; development of entertainment products and services for broadband distribution; and distribution of filmed entertainment. The company also offers interactive agency and digital marketing services, including digital marketing strategy, online research, customer relationship management, product development, and Website design and development; digital sound format for motion picture theatres; post production, scoring, re-recording, Foley and ADR stages, plus screening rooms, and editing services through its post production facilities; and feature film clip/still licensing. Sony Pictures Entertainment, Inc. was formerly known as Columbia Pictures Entertainment, Inc. The company was founded in 1987 and is based in Culver City, California. As of October 31, 1989, Sony Pictures Entertainment, Inc. is a subsidiary of Sony Corporation of America.
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1.2 HISTORY
Just after World War II in 1945 a man named Masaru Ibuka started a small radio shop in an old bombed-out building in Tokyo, Japan. Shortly afterwards, he was joined by friend and colleague Akio Morita. They founded the company Tokyo Tsushin Kogyo.
First, came the thought to use the initials of the company, but TKK was taken by a Japanese railroad company at the time. Next, came the name Totsuko. It was well received, but the American public had a difficult time pronouncing it. Morita thought of the Atchan character and came up with the name Sony. A mix of the Latin word meaning son and sonny (little boy) the company officially changed the name to Sony in January of 1958
In 1989, Sony acquired the American film and television production company Columbia Pictures Entertainment, Inc. (Columbia Pictures, Tri-Star Pictures, etc.) from The Coca-Cola Company for US$ 3.4 billion. The company was renamed Sony Pictures Entertainment in 1991. Sony has since created numerous other film production and distribution units, such as creating Sony Pictures Classics for art-house fare, by forming Columbia Tri-Star Pictures (also known as the Columbia Tri-Star Motion Picture Group) by merging Columbia Pictures and TriStar Pictures in 1998, revitalizing Columbia's former television division Screen Gems, and expanded its growth on April 8, 2005, when a consortium led by Sony and its equity partners acquired the legendary Hollywood studio Metro-Goldwyn-Mayer in a deal worth nearly US$5 billion. Sony Picture Entertainment is a multinational conglomerate corporation headquartered in Tokyo, Japan and one of the world’s largest media conglomerate with revenue of US $88.7 billion (as of 2008) based in Minato, Tokyo. Sony is one of the leading manufacturers of entertainment (motion picture and music),
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Masaru Ibuka and Akio Morita, the founders of Sony
1.3
ORIGIN OF NAME
When Tokyo Tsushin was looking for a Romanized name to use to market them, they strongly considered using their initials, TTK. The primary reason they did not is that the railway company Tokyo Kyuko was known as TKK. The company occasionally used the acronym "Totsuko" in Japan, but during his visit to the United States, Morita discovered that Americans had trouble pronouncing that name. Another early name that was tried out for a while was "Tokyo Teletech" until Morita discovered that there was an American company already using Teletech as a brand name. The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word Sonus which is the root of "sonic" and "sound" and the other was "sonny", a familiar term used in 1950s America to call a boy. Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own (which paid off when they successfully sued a candy producer using the name, who claimed that "Sony" was an existing word in some language). At the time of the change, it was extremely unusual for a Japanese company to use Roman letters instead of kanji to spell its name. The move was not without opposition: TTK's principal bank at the time, Mitsui, had strong feelings about the name. They pushed for a name such as Sony Electronic Industries, or Sony Teletech. Akio Morita was firm, however, as he did not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval
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2. SONY PICTURE ENTERTAINMENT MOTION PICTURE GROUP
2.1 INTRODUTION
Releases about 30 films per year Sony picture entertainment releasing companies, Sony Pictures Releasing (U.S.) and Columbia Tri-Star Film Distributors International, are responsible for sales, distribution and marketing of SPE's film product in 67 territories worldwide SPE's international motion picture operations include Deutsche Columbia Tri-Star in Germany, Columbia Pictures Film Production Asia in Hong Kong and operations in the United Kingdom, Brazil and Spain The motion picture library is one of SPE's most valuable assets, featuring more than 3,500 films, including 12 Best Picture Academy Award® Winners Sony Pictures International Motion Picture Production Group is an industry pioneer in studio supported local language production programming. The division is currently in pre or post production on 10 films that will be distributed in countries including Germany, India, Russia, Mexico and the United Kingdom. For seven consecutive years between 2002-2008, films from Sony Pictures Releasing have generated more than $1 billion in box office sales in North America as good in India, an industry record matched by only one other studio.
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2.2 ANIMATION FILM
Established in May, 2002, to enable Sony Pictures Entertainment Inc. to tap into the vast imagination of the creative community, develop characters and stories that are best realized through digital production and bring entertainment to audiences of all ages to the screen Released its first production Open Season (Animation Film) in September 2006 and became the studio's #2 home entertainment film in 2007
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Open Season is a 2006 computer-animated film. The film was directed by Roger Allers, Jill Cultonand Anthony Stacchi. It was released on September 29, 2006. The film produced by Sony Pictures Animation and released by Columbia Pictures. The story centers around woodland creatures that are traditionally hunted teaming up against hunters. It has also been released in the IMAX 3D format. A video game for the film was released on multiple platforms. Open Season 2, sequel, was released on January 27, 2009. The film location was inspired by the towns of Sun Valley and McCall Idaho and the Saw tooth National Forest. The film was released on DVD and Blu-Ray on January 30, 2007 Its second film, Surf's Up! Was released in June 2007 and was nominated for a Best Animated Feature Academy Award® and won two Annie Awards Surf's up a American Academy Award-nominated computer-animated documentary film produced by Sony Pictures Animation and distributed by Columbia Pictures. It stars the voices of Shia LaBeouf, Jeff Bridges, Zooey Deschanel, and Jon Heder among others. Surf's Up was released on high-definition Blu-ray Disc, and DVD in all over the world on October 9, 2007. It is sold in both Widescreen and Full screen versions. On June 8, McDonald's issued eight Surf's up toys in their Happy Meals for one month. Each meal came with one of the following: • • • • • • Cody figurine with a surfboard. Rip Curl Cody (a tiny plastic penguin in a water globe shaped like a curl wave). Lani with a surfboard. Chicken Joe (a swaying bobbler on a board). Geek rides a plastic "wave" on a surfboard. Tank speeds on a board riding a wave.
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3. SONY PICTURE HOME ENTERTAINMENT
INTRODUTION
Sony Pictures Home Entertainment is the home video distribution arm of Sony Pictures Entertainment, a subsidiary of Sony Corporation. It was established in 1978 as Columbia Pictures Home Entertainment. It is responsible for the distribution of the Sony Pictures library for home entertainment, mainly releases from Columbia Pictures and Tri-Star Pictures, but also releases product from Sony Pictures Classics, Destination Films, etc The company was formerly known as Columbia Pictures Home Entertainment (19781982), Columbia Tri-Star Home Video (1991-2001), and finally Columbia Tri-Star Home Entertainment (1999-2004), before taking on its current name in fall 2004. In some territories, it still goes by its previous identity; however this may not be the case for much longer. In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blu-ray has been launched along with the devices which can be used to run such a latest technology. Among the more than 3,500 film titles in Sony Picture Home Entertainment catalog are the Spider-Man films, Men in Black, Casino Royal, the Seinfeld series and such film classics as Bridge on the River Kwai, Dr. Strangelove and Lawrence of Arabia There are films which had not done good business in theatre but had good business in Home Entertainment. In this category, Sony has included home video system and accessories which can enable the user to record various favorite movies.
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3.2 PRODUCT OF HOME ENTERTAINMENT
A Product is anything that can be offered to a market attention, acquisition, use or consumption that might satisfy a need or want. Product decision normally base on brand name. Functionally, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes can be manipulate depending on what the target market wants. Also, customers always look for new and improved things which are why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customers. So briefly Sony Product can be categorized in the following major product categories:These products include: A. Blu-ray disc B. DVD
C. VCD
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3.2.1 Blu-ray Disc:
Blu-ray Disc (also known as Blu-ray or BD) is optical disc storage medium to supersede the standard DVD format. Its main uses are for storing PlayStation 3 games, high-definition video and data storage with up to 50GB per disc. The disc has the same physical dimensions as standard DVDs and CDs. The Blu-ray Disc was produced by Sony Company in 2002 While current optical disc technologies such as DVD, DVD±R, DVD±RW, and DVD-RAM rely on a red laser to read and write data, the new format uses a blue-violet laser instead, hence the name Blu-ray. While a standard DVD uses a 650 nanometer red laser, it as the capacity almost six times more than DVD. The format was developed to enable recording, rewriting and playback of high-definition video (HD), as well as storing large amounts of data. The benefit of using a blue-violet laser (405nm) is that it has a shorter wavelength than a red laser (650nm), which makes it possible to focus the laser spot with even greater precision. This allows data to be packed more tightly and stored in less space, so it's possible to fit more data on the disc even though it's the same size as a CD/DVD. Blu-ray Disc is developed by the Blu-ray Disc Association, a group representing makers of consumer electronics, computer hardware, and motion pictures. As of June 2009, more than 1000 Blu-ray disc titles are available in Australia, 2500 in Japan, 1500 in the United Kingdom, and 2500 in the United States and Canada. Blu-ray Disc is produced by only four companies and Sony is one of them. Sony is the leader marketer in Blu-ray Disc; they have 80 titles order to produce in Blu-ray Disc. It cost for Rs.1,800. There target consumer are high income level of people. As part of a unique online promotion, Sony Pictures Home Entertainment had offered a "third disc free" deal at participating online retailers. For a limited time, consumers who purchase three Sony Blu-ray discs (from a selection of 34 total discs) will receive the third disc free. While the deal doesn't apply to all Sony Blu-ray discs. Although the full Sony catalogue is not included in the promotion, the high selling titles Black Hawk Down and Casino Royale are. The consumers must choose their three discs from one of two lists-one is a collection of discs priced at $20.84, while the other is collection of discs priced at $28.04.
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3.2.2 DVD (DIGITAL VERSATILE DISC):
DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its main uses are video and data storage. DVDs are of the same dimensions as compact discs (CDs), but store more than six times as much data. But less than compare to Blu-ray disc. In DVD u can have 3 or 5 movies according to the capacity of the DVD. DVD recordable is now also used for consumer audio and video recording. Sony first introduced the DVD Video format in Japan in November 1996. The Sony Picture Entertainment had produced more than 3500 films in DVD. In that there is spider-man, Quantum of Solace, Hancock, Men in black etc. The company has an exclusive deal on the cards with Reliance Retail, which will allow it to increasing in sales of DVDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently. A DVD features easy editing with which you can delete unnecessary portion of the recorded programs at any moment. When recording a program to the DVD containing other programs, the DVD can locate the end of the last recording and start recording a new program without leaving any blank space.
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3.2.3 VCD (VEDIO COMPACT DISC):
A Video Compact Disc (also known as VCD, Compact Disc digital video) is a standard digital format for storing video on a Compact Disc. Video CD is a standard developed in early 1990's that allows regular CD to contain 74 minutes of video and audio VCDs are playable in dedicated VCD players, most modern DVD-Video players, personal computers, and some video game consoles. The VCD standard was created in 1993 by Sony and Philips. It was developed to store music at the start, but later it also allowed the storing of other kinds of data. A VCD has the capacity to hold up to 74/80 minutes on 650MB/700MB CDs respectively of full-motion video along with quality stereo sound. There consumer are low income level of the people and VCD have low capacity level then Blu-ray Disc and DVD. Sony Pictures plans to retail VCDs and DVDs through Reliance Retail. Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the cards with Reliance Retail, which will allow it to sell its DVDs and VCDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty stores for stores for books, music and movies.
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4. HIT MOVIES
4.1 BOX OFFICE WINNERS
The Top 10 biggest moneymakers for the Studio include actioners and Academy Award recipients.
Title Men In Black US Release (Yr) 1997Columbia Gross Box Office (US Earnings) in USD This comic book adaptation starring Will Smith and Tommy Lee Jones earned $250.1 mil. Ghostbusters 1984Columbia The Dan Akroyd-Bill Murray-Harold Ramis comedy remains Columbia's 2nd highest earner. BO $238.6 mil Terminator 2 : Judgment Day Tootsie 1982Columbia 1991TriStar The Arnold Schwarzenegger-James Cameron starrer grossed a huge $204.8 mil. The film remains memorable for the superb performance put in by Dustin Hoffman. BO $177.2 mil Air Force One Big Daddy Jerry Maguire 1997Columbia 1999Columbia 1996TriStar This Harrison Ford starrer has raked in $ 172.7 mil Adam Sandler brought in $ 162.6 mil. Cameron Crowe's romantic comedy starring Tom Cruise collected $ 153.6 mil Rambo : First Blood Part 2 1985Columbia The picture solidified Stallone's credentials as an action star. BO $150.4 mil As Good As It Gets 1997TriStar The film won oscars for Helen Hunt and Jack Nicholson for best actor and actress respectively. BO $ 147.6 mil A Few Good Men 1992Columbia The Cruise - Nicholson military drama made $ 141.3 mil
4.2 THE OSCARS® FOR THE BEST PICTURE
Year Title
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1934 1938 1949 1953 1954 1957 1962 1966 1968 1979 1982 1987 It Happened One Night You Can't Take It With You All The King's Men From Here To Eternity On The Waterfront The Bridge On The River Kwai Lawrence of Arabia A Man for all Seasons Oliver Kramer Vs Kramer Gandhi The Last Empire
5. Marketing mix
Introduction
Marketing deals with identifying and meeting human and social needs. Marketing mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably toward its product or services so
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that consumer and organizational objectives are attained, i.e. marketing mix a model of crafting and implementing marketing strategy. Marketing mix is classified as:1. Product. 2. Promotion. 3. Place (Distribution).
4. Promotion.
5.1 SONY PRODUCT INTRODUCTION
The first market mix element is Product. A Product is anything that can be offered to a market attention, acquisition, use or consumption that might satisfy a need or want.
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Product decision normally base on brand name. Functionally, Styling, Quality, Safety, Packaging, Repairs and Support, Warranty, Accessories and Services. These product attributes can be manipulate depending on what the target market wants. Also, customers always look for new and improved things which are why marketers should improve existing products, develop new ones, and discontinue old ones that are no longer needed or wanted by the customers. So briefly Sony Product can be categorized in the following major product categories:A. HOME VIDEO B. THEATRE.
5.1.1 HOME VIDEO:
In this category, Sony has tried to bring in new format so as to dominate the market, for example the emerging data storage format called Blue-ray has been launched along with the devices which can be used to run such a latest technology. In this category, Sony has included home video system and accessories which can enable the user to record various favorite movies. These products include:
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• • • Blu-ray disc DVD CD
A. Blu-ray disc:
In 2002 the Sony Company produced the Blu-ray Disc in market. Blu-ray Disc (also known as Blu-ray or BD) is optical disc storage medium to supersede the standard DVD format. Its main uses are for storing PlayStation 3 games, high-definition video and data storage with up to 50GB per disc. For the first time, there was a universal standard for pre-recorded, recordable and rewritable media.
B. DVD:
DVD, also known as "Digital Versatile Disc", is an optical disc storage media format. Its main uses are video and data storage. Sony first introduced the DVD Video format in Japan in November 1996.
c. VCD:
A Video Compact Disc (also known as VCD, Compact Disc digital video) is a standard digital format for storing video on a Compact Disc. The VCD standard was created in 1993 by Sony and Philips. It was developed to store music at the start, but later it also allowed the storing of other kinds of data.
5.1.2 THEATRE:
In this category, theatre is gaining momentum in many countries as well in India also. The film encompasses individual motion pictures, the field of film as an art form, and the motion picture industry. Films are produced by recording images from the world with cameras, or by creating images using animation techniques or special effects
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After the completion of the films, the production department produces the film in the print (in the form of roll or digital) and then they distribute among the theatre. For the Spiderman the Sony picture production produce around 3500 print all over the world. There are many theatre were they distribute the film, the theatre are IMAX, ADLABS, CINE MAX etc. Film distribution definitely is an unpredictable business and they had to walk the razor's edge. They can’t overspend in promoting the movie, which is expecting it to earn more than its potential. Nor can you spend less, if the movie has the potential to earn more. If you read the market wrong, you can die in this business. It is important to have a 'grassroots model' to understand and estimate the market. You will have to have your own distribution available at the retail end. Otherwise the tail will wag the dog Our business is largely driven by the product lineup we have for the year. Typically, 2-3 movies account for the bulk of the revenues. We distributed 33 movies last year, but got 57 per cent of our revenues from just two movies. Quantum of Solace fetched us Rs.350 million while Hancock grossed Rs 220 million. Our turnover for the year was Rs 1 billion, up from the last year. In the overall box office earnings, India stands in the 15th-17th position in the world. Earlier, India used to be the 44th largest revenue contributor for Sony Picture Entertainment. But in terms of profit earnings, India compares poorly because of high tax structures.
India is a much more diverse market and there is a very strong preference for local products. In fact, they look at four different products when they dub their English movies here into Hindi, Tamil and Telugu. They tried Malayalam language a few times, but gave up. There is a strong resistance against dubbed products in Kerala. Besides, in India there is no middle market. You either make it big or there is very little money to be made out of distributing a movie. There is a very short period in which you have to make money from your releases and get out. For Spider-man II, we had 327 prints.
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The media has become much more fragmented. It has become extremely complicated and much more expensive to launch a movie. The costs are going up, but revenues are not jumping as much. They had to face with the reality today that eyeballs are being distributed across TV, home video and a slew of movies that get launched frequently. They have knowledge of the centers where underreporting (sales of ticket) is the maximum. There is very little they can do. They take a fixed amount from multiplexes.
5.2 SONY PLACE (DISTRIBUTION): INTRODUCTION
Decision with respect to distribution channel focus on making the product available in adequate quantities at place where customer are normally expected to shop for them to satisfy
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their needs. Depending on the nature of the product, marketing management decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers and wholesalers. Sony being the company which position itself as a seller of durable and high end products, it is products from the selective dealer i.e. SONY WORLD. Apart from this there are grey markets in India and other countries where a practice of intensive market coverage is practiced and the products in these kind of markets normally do not posses all the feature and benefits which Sony offers example warranty and guarantee.
Sony India has its footprint across all major town and cities with a distribution network of over 7000 channel partners, 260 Sony outlets and 21 direct branch locations. In India, Sony has used the method of one-level distribution channel. This means that, customer by their Sony product from the retailer recognized by Sony and these retailers buy product directly from the company itself.
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i.e.
Manufacturer Retailer Customer
Through the internet, Sony has helped its customer to find the nearest retail shop where they can buy the Sony products. All you have to do is to go to their website e.g. www.sony.co.in /selection/shop and specify the product and location. Then it will display all the nearest retail shop available.
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5.3 SONY PROMOTION Introduction:
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Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favorably influence target customer’s perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company. A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers, their features and influence their attitudes favorably.
5.3.1 Sales Marketing Communication Mix:
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Sony India will spend Rs.200cr in this financial year on advertising and promotion (promotional Budget) of the entire range of customer electronics, out of which Rs.60cr will be spent only on Home Video, Theatre. The major elements of promotion mix include advertising, personal selling, sales promotion, direct marketing and publicity. Sony Picture Entertainment has used all of these marketing communication mix elements.
5.3.2 Advertising:
Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc by an identified sponsor. So far, Sony has advertised its product through many different ways and media. Through TV we have seen different advertisement of its products such as Spiderman, Hancock etc. Sony also advertises its product by targeting those favorable television programs like sports, services and also it has its own channel called Sony TV Channel. Sony uses some events like Miss India 2008 to promote its product. Through internet and newspaper like Times of India, Sony was advertised a wide range of product its offer to its customers. And also through posters a message has been sent to a lot of people to be aware of the picture which Sony produced. Sony also uses direct – response advertising. This is type of advertising that encourage the consumer to respond either by providing feedback to the advertiser or placing the order with the advertiser either by telephone, mail or the internet. Such is done through direct mail or catalogues.
5.3.3 Sales Promotion:
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Sales promotion is a marketing discipline that utilizes a variety of incentive techniques to structure sales – related programs targeted to customers, measurable action or response for a product or service. Sales promotion for example includes free samples, discount, rebates, coupons, scratch card, exchange offers, early bird prices etc. Sony Pictures plans to retail VCDs and DVDs through Reliance Retail. Sony Pictures Home Entertainment (SPHE) has an exclusive deal on the cards with Reliance Retail, which will allow it to sell its DVDs and VCDs. The company had set up special counters at the Reliance Mart in Ahmedabad recently, and it now wants to secure space at Reliance’s other formats such as Reliance Digital and the specialty stores for stores for books, music and movies.
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“SONY PICTURE ENTERTAINMENT.” Sony India Unveils the ‘Bond with Sony was on Diwali’ Consumer Campaign
New Delhi, October 15, 2008
Sony India has unveiled its “Bond with Sony was on Diwali” marketing campaign featuring a tie up with the Sony Pictures Quantum of Solace, which was released in theaters worldwide, including India, on November 07, 2008. The campaign, which takes the Bond persona beyond the big screen into an exciting association with Sony, was developed as an artistic and thematic extension of the Bond film. Sophistication with style, a techno savvy quality and international appeal make James Bond a perfect fit with the Sony brand. Designed to highlight Sony’s High Definition product capabilities, the campaign provides a global platform for consistent brand messaging, while allowing consumers to win assured gifts when they buy select Sony products. The assured gift has a double benefit ~ a twin DVD pack with the Casino Royal film + trailers/news wraps from the new Bond movie Quantum of Solace…and a Lucky Draw Coupon which gives you a chance to win amazing prizes such as :
•
A business class return trip to Sony Pictures Studio in Los Angeles, USA for 4 days for 10 lucky couples 50 VAIO VGN-TZ Notebooks 100 Sony Ericsson C902 phones with Bond applications
• •
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The campaign launched on October 1, 2008 was build up the excitement and hype for driving both traffic to Sony stores and theatres is timed to coincide with the film’s release and the festival period. Elements include TV, digital, outdoor, print and retail media promoting Sony’s BRAVIA LCD flat-panel televisions, Blu-ray Disc Players, Handy cam camcorders, Cyber-shot digital still cameras and VAIO computers.
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“SONY PICTURE ENTERTAINMENT.” 5.4 SONY PRICE:
Pricing decision is almost always made in consultation with marketing management. Price is the only marketing mix variable such as dealer price, retail price, discounts, allowances, credit term etc influence the development of marketing strategy, as price is a major factor that influence the assessment of value obtained by customer. Customer directly relate price to quality, particular in case of products that are ego intensive of technology based. Sony being a company which emphasizes product quality, it tends to sell its products with price range from moderately- high to high prices, depending on the use and targeted customers. Sony Picture Home Entertainment (SPHE) is also bringing the Blu-ray Disc technology to India, and is reportedly pricing the discs at Rs.1,800. Being a late entrant in case of VCD, the company has chosen to use a low margin strategy to increase volumes in the home entertainment market. In fact, it aims to make home entertainment VCDs cheaper than movie tickets (upwards of Rs 50), cheaper than pirated discs (Rs 80-100) and even cheaper than renting a VCD (Rs 50 for a new release).
6. MARKETING RESEARCH
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“SONY PICTURE ENTERTAINMENT.” INTRODUCTION
Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions: "Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications." Questionnaires, focus group discussion, research design and sample size surveys are some of the instruments for market research. The research methodology helps the movie maker to understand the means which would be the most effective way to reach out to the audience and to create awareness for the film among them. They should select the proper way of communication & get the feedback of the audience. The marketing researches are: 6.1 Research Design 6.2 Research Instruments 6.3 Sample size 6.4 Finding 6.5 Analysis
6.1 RESEARCH DESIGN:
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A research design is the plan, structure and strategy of investigation conceived so as to obtain answer to research question. The research is of a combination of Exploratory and Descriptive type and Primary data is mainly used for research. An Exploratory research, the focus is on the discovery of ideas. In a business where sales have been declining for the part few months, the management may conduct a quick study to find at what could be the possible explanation the sales might have declined on account of a number of factor such as not good movie, increased competition, or inadequate. Might they have ineffective advertising to attract the people towards the Saawariya movie? A Descriptive study is undertaken when the researcher wants to know the characteristic of certain groups such as age, sex, education level, income, occupation etc. Means how many male or female liked the Hancock. A Primary data is freshly collected information gathered through questionnaires or focus groups that include questions designed to answer a specific question.
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“SONY PICTURE ENTERTAINMENT.” 6.2 RESEARCH INSTRUMENT:
In research instrument, field survey are commonly used to collect primary data from the respondents, survey can be 1. Face to face 2. Internet The questionnaire method of data collection was used. First they make the question around 8 to 10 questions about the particular movie The questions are: • • • • • • Liked the movie. What liked in the movies whether comedy, action or romance? How was the story line of the movie? How was the song? Did u like the acting of the actor and actress? Did u see ads in Newspaper, T.V about our movies?
6.2.1 Face-to-face Interviews.
Face-to face interviews are conducted between a market researcher and a respondent. Data is collected on a survey. Some surveys are very rigid or ‘structured’ and use closed questions. Data is easily compared. Face-to-face interviews conducted to obtain valuable insights from the respondents. Body language can emphasize responses whether he is excited by watching the movie. Respondents can be ‘observed’ at the same time.
6.2.2 The Internet
The Internet can be used in a number of ways to collect primary data. Visitors to sites can be asked to complete electronic questionnaires. However responses will increase if an incentive is offered such as a free newsletter, or free membership. Other important data is collected when visitors sign up for membership. There are visual ads to attract the respondents.
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“SONY PICTURE ENTERTAINMENT.” 6.3 SAMPLE SIZE:
In sample size, the researcher takes some proportion of population and they ask question regarding their product In Sony Picture Entertainment, the research was conducted with a sample size of 150 respondents. In this respondent, they have proportion of male and female. Male-Female ratio of the sample, from the 100% they take 63% respondents from male & remaining 37% respondents from female. That means from the 150 respondents, 95 respondents from the men and 55 respondents from the female
6.4 FINDING
This result was based on feedback from the respondents: 1. Trailers on TV followed by Newspaper Ads - major source of awareness about the movie for Quantum of solace. 2. Story and Sequel - main reasons for watching the movie Quantum of Solace. This was followed by publicity and preview of the movie.
3. Majority saw the trailers shown during the screening of the movie (Quantum of Solace). 4. Majority thought the Hancock trailer was exciting. 8% thought it was only OK and none thought
it was bad.
5. Almost half heard of the movie Hancock before, by means of In-theatre banner, Internet and word
of mouth.
6. 19% of the respondents were not sure if they would watch Hancock in a theatre and 3% were sure
of not doing so.
7. For males the special effects, Will Smith and the superhero concept stood out in the trailer
respectively. But for females Will Smith, special effects and the superhero concept stood out respectively in the same order.
8. Males aged up to 20 years of age thought that the special effects and the superhero concept stood
out in the trailer. Whereas for males aged above 20 thought that along with the above mentioned Will Smith too stood out equally for them.
factors
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6.5 Analysis
1. Communication was poor for Hancock, so the Communication should be strong for Hancock on TV and Newspapers, as there were main sources awareness about movies. Enough attention should be paid on the publicity and preview of the movie. 2. The Special effect and the Superhero factor were not used in proper way. They may be used to target individuals below 20 years of age. 3. Whereas the special effects and the Will Smith factor may be used to target individuals above 20 years of age. 4. They were not paid more attention on the teaser campaign. If they were being paid more attention on the teaser campaign would help in the building of awareness of the movie, and would be a positive step in influencing the performance or mainly the opening of the movie.
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7. QUESTIONAIRE
1. Sony has got into animation films in a big way. What is the future of animation films in India? Ans. Animation films are picking up and the future is bright. We have made many animation films within few years, which is a record of sorts it takes 18-36 months to make an animation film. It just shows our commitment to the sector. Our film OPEN SEASON was a major hit. Our animation division is creating animation content for Indian as well as International markets. 2. What about competition in the market? Ans. There are players who are selling products at almost half the price but we are aiming at people who are looking for quality at a good price and we have reached that mid-point equilibrium. 3. How much time does it take for a movie to make into a CD / DVD? Ans. Four to eight weeks after the title is assigned to us. 4. In which countries do Sony products sell the most? Ans. The ethnic pockets in the US, Germany, Brazil, Spain and Australia are our biggest buyers. Now Singapore, the UAE and newly developed markets like East European and North African markets are picking up 5. With so many multiplexes in most cities, who are the real buyers of DVDs and VCDs? Ans. VCDs and DVDs sell because people want to see the film at their leisure. Films at multiplexes change too often so if you don't have the time to watch a movie, it’s gone. So the best way out is to buy a DVD. 6. Are there any films that don't do well in theatres, but who’s DVDs sell? Ans. Yes. There are films like Hancock, Sawaariya, and Asia among others.
CONCLUSION
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BIBLIOGRAPHY:
INTERNET:
• • •
WWW.GOOGLE.COM WWW.SONYPICTURES.COM WWW.WIKIPEDIA.COM
MAGAZINE AND NEWSPAPER:
• • INDIA TODAY MID-DAY
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