07-17-2009, 09:22 AM
Sony India plans to become the single-largest brand in the Indian MP3 market with a 30 per cent market share by 2010.
Focusing on revolutionary designs such as the Walkman brand W series, channel expansion and a hip communication strategy, Sony says that it is confident of achieving its target market share.
To reach its youth audience, Sony has initiated a channel expansion specifically for the Walkman brand which includes Sony branded stores, multi-brand outlets and organised retail stores. The plan is to increase the counters from the current 1000 to 3000 by 2010.
Furthermore, with an investment of Rs 100 million towards ATL and BTL activities that involves print and electronic media, online, outdoor and shop-front, Sony plans an aggressive marketing strategy to leverage the Walkman brand.
Sony India MD Masaru Tamagawa says, "We are confident of achieving our 30 per cent market share with the strategy of innovative products, channel expansion and a trendy communications strategy."
The MP3 market in India that is currently pegged at 900,000 units is expected to increase by 11 per cent by 2010. For Sony, the share of Walkman is expected to increase from the current 20-30 per cent as it plans to sell 1,80,000 units up from 85,000 units last year.
Focusing on revolutionary designs such as the Walkman brand W series, channel expansion and a hip communication strategy, Sony says that it is confident of achieving its target market share.
To reach its youth audience, Sony has initiated a channel expansion specifically for the Walkman brand which includes Sony branded stores, multi-brand outlets and organised retail stores. The plan is to increase the counters from the current 1000 to 3000 by 2010.
Furthermore, with an investment of Rs 100 million towards ATL and BTL activities that involves print and electronic media, online, outdoor and shop-front, Sony plans an aggressive marketing strategy to leverage the Walkman brand.
Sony India MD Masaru Tamagawa says, "We are confident of achieving our 30 per cent market share with the strategy of innovative products, channel expansion and a trendy communications strategy."
The MP3 market in India that is currently pegged at 900,000 units is expected to increase by 11 per cent by 2010. For Sony, the share of Walkman is expected to increase from the current 20-30 per cent as it plans to sell 1,80,000 units up from 85,000 units last year.
