A01 - Analyze the marketing mix for an existing an existing media product

Creating A Winning Marketing Mix

Introduction

Sony Xperia Smart phones are known for there sleek and clever designs. Unlike Sony's biggest rival Apple are a much more successful and more popular company this doesn't phase Sony to bring out bigger and better technology in there phones. The Sony Xperia phones are now competing in the leading smart phone market.

Product

Sony Xperia P

Sony products are clean sleek and top of the range smart phones. They are constantly updating the software for these top of the range products so they are always at the top of this market. The Xperia range is all touch screen smart phones. The Products are always being made better and newer and better handsets are always in the design process. The New models are always competing with the newest Apple IPhone. The Added bonus for these handsets is that they contain the walkman music player which helps sell these products to the music lovers. The Sony Xperia handsets have always been cheaper to buy because of the competition with apple but now because of the brilliant build quality if these top of the range handsets means that the price can also be competitive like apple with the prices reaching as high as £500 per handset. All the Sony Xperia products are sleek and very user friendly, this makes the products appealing to all ages of people.

Place

Sony Xperia J

The full range of Xperia handsets can be found online on the Sony Website (http://www.sonymobile.com/gb/products/phones/). Sony Xperia Smartphones are available to buy from Sony Stores but are also available through selected mobile phone shops and carriers eg EE. The Xperia range is available to buy from the online shop but they have picked to use companies such as EE to sell the phones and also as part of their contract agreements.


Price

The price of the Xperia smartphone range is a wide range starting at around £99 for the basic Xperia models and up to around £500 for the newest top of the range. The price of the product differs because of the size, amount of technology, memory and integrated extras. The more etra gadgets you want and the bigger th phone the more it will cost. The prices are all competitive for each handsets rival. The Price of the handset will change if you can buy it from a network as a PAYG phone or a PAY MONTHLY CONTRACT. The network may offer certain deals where by you but the sim and get the phone for free. This helps promote the phone as more people are likely to buy it if lots of people are using it.

Promotion

Sony Xperia S Advert

Sony uses a wide range of techniques to promote its phones. Here you can see one of the print adverts for the Sony Xperia S. This is one way that sony promotes its products, this will reach a wide range of people and this particular advert will appeal to music lovers but they have done a few others which shows other features of the phone which may appeal to other people. Another way that sony Promotes there products is to use the TV. Sony have made a TV advert to promote the Xperia Z and this is below. Sony also use places like their youtube channel to promote new products to sony fans. These are all promotion techniques to reach out to as many people as possible. Sony also use the network retail shops to promote there products by using display models of the phone and also posters. These are more direct ways of advertising as they are only advertising to people buying or looking to buy a new phone rather than hoping somebody sees the advert on TV and thinks that they like the look of that phone.

Products

Sony are a huge company that produce a very diverse range of products like Phones, Play-Station, TV's,  Cameras, Laptops etc. They are very well known for there good quality products. The Xperia Range is also as diverse making Phones, Accessories and Tablets. The Sony Xperia Z can be purchased as a phone or as a tablet. This shows the wide range of products that sony are responsible for with most of the phones being compatible with other sony products such as the Play station System being integrated into the Sony Xperia T.

Success

The Sony Xperia range has been very successful. This is due to the excellent quality of there products and also due to the brilliant marketing campaign they use. During the release of the Xperia T they got James Bond involved because the new film was due to be release just after the phone. They got the phone into the film so was able to use the 007 hype to help sell the phone with added 007 content. The Xperia range is always growing and bringing out new products so ever expanding.