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Sony India earmarks Rs 1.5 bn marketing spend in festive season

MUMBAI: Sony India has earmarked a marketing budget of Rs 1.5 billion for the festive season even as it targets a 50 per cent surge in sales.


Enhancing its product lineup, Sony India has recently launched the 84 inch Bravia 4K LCD TV, which is a 3D Viewer - Head Mounted Display HMZ-T2 is a touch-screen Vaio with Windows 8, the new flagship Full-Frame ?99 interchangeable lens camera and Cyber-shot DSC-RX100, the professional compact camera with a sensor.


Sony is looking at a sales revenue of Rs 28.50 billion during the September-November period.


Says Sony India MD Kenichiro Hibi, "We aspire to achieve 50 per cent sales growth over last year‘s festive sales. We have also allocated a budget of Rs 1.50 billion towards marketing activities for this festive season. "


Sony is doing a contest around the upcoming James Bond movie ‘Skyfall‘. The contest is called ‘This Diwali Bond with Sony‘. Skyfall releases in India on 1 November.


On purchase of selective products from dealers appointed by Sony, customers can participate in the draw and can win prizes like 100 55" (140 cms) BRAVIA TVs, 200 Head Mount Display, 500 XPERIA™ Tablet and 1000 XPERIA™ Smartphones, Tipo. This offer is valid on Bravia Televisions, Alpha cameras, Cyber-shot cameras, Handycam video cameras, Procam video cameras, DAV & Blu-ray Home Theater Systems, Mini Hi-fi and Micro Hi-fi systems, Blu-ray players, Sony Playstations, Vaio Notebooks, Xperia Tablet and Xperia Smartphone, Tipo.


The new Bravia products have been powered with Indian picture settings that are now exclusively designed to cater to versatile demands and preferences of Indian customers for brighter displays and sharper contrast. Last year, Sony engineers met hundreds of Indian customers to precisely understand their preference in terms of picture quality. As a result, Sony developed Indian Picture Settings, which means the brightness and vividness in the Bravia TVs is in tune with the taste of the audience in India.


There is a bundle offer on the BRAVIA range. On purchase of any 3D Bravia model, customers can purchase a Sony Blu-ray (BDP-S490) player at a price of Rs 9,900, thereby saving Rs 10,000 on its MRP, and get a pair of 3D glass, HDMI cable and two 3D Movie titles free.


In addition to this with the purchase of Bravia HX925, HX850, HX750 series customers will get an assured 8 GB pen drive preloaded with contents of ‘Men in Black 3‘ and with the purchase of NX650, EX650/550, EX430/330, CX350 & BX450/350 series customers will get an assured 4 GB pen drive preloaded with content of ‘Skyfall‘‘s trailer and a video blog.


Marketing campaign: Sony India has a dedicated multi-media marketing campaign for its flagship product category. The campaign has been created keeping in mind the flavour and zest of the Indian festive season. This campaign kicked off mid October and runs till the end of next month.


Cyber-Shot: Sony claims to offer the widest variety of compact cameras in the High Zoom range. Sony says that it realised that there has been significant demand for High Zoom in the compact camera segment and now boasts of a very wide product range to cater to this demand. The newly launched DSC-H100, has been designed as per the taste of Indian customers.


Post customer feedback, Sony came up with this product which offers very powerful zoom of 21X in a premium design, with a price point of Rs. 12,990. Sony also launched Cyber-shot DSC-WX150, which combines high zoom in a compact design, thereby offering a much more value-added product to the customers. Sony expects high sales for this particular model during the festive season.


Consumer offer: In the digital imaging segment, customers will get free 4 GB Sony Memory card and Original Carrying case on purchase of any Cyber-shot or Alpha camera. On purchase of Handycam, customers will get a free carrying case.


Marketing campaign: Cyber-shot will also be highly visible during the festive period. The concept of this campaign is Pocket Zoom. Customers can enjoy very high zoom in pocket-size Cyber-shot cameras.


Vaio: Sony India‘s Vaio line-up is VAIO E14A, with a wrap design and accent colours, VAIO T, the Ultrabook and new models of E, S & Z series. The aim is to offer a better user experience with useful features like Backlit keyboard which is helpful to type in dark, USB charging to charge USB devices even when the notebook is turned off and multi-gesture touchpad which allows users to zoom and scroll with gesture on touchpad. With the latest Intel 3rd generation Core CPU, our laptops offer faster computing speed and highly improved graphics.


Consumer offer: Sony will provide free original Vaio Backpack on its recently launched ‘Spark a Trend‘ campaign VAIO series. This festive offer extends across all models of Sony VAIO.


Finance offer: Keeping in mind the overall economic slowdown and the fact that this is a time when consumers are slightly hesitant, the company is offering a Zero Percent Finance Offer and Zero Processing Fee. Sony is offering attractive EMI offers on select credit cards as well.

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