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Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.

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Team Members
Kelsie Cage
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Beck Nygard

Boya Song

Austin Velley

MKTG 2800 Assignment 3

Target Market 1

Target Market #1: Medical Industry Surgeons Medical executives Message: Our message is to inform and persuade new clients to buy our cutting edge product. We want to implement new ways of advertisements to connect with our potential clients in the medical world. Positioning Statement: Our medical imagery is superior among all medical imaging firms because cost monopoly. Slogan: Clear Health This message connects with our target market by providing them with an updated good and service. Surgeons need the most recent technology and advance equipment to progress in the medical field and provide their patients with the best care and accurate information. In order to introduce our product we want to keep the original Sony Medical Logo. They have recently redeveloped their logo and we want to ensure that consumers recognize our product.

Advertising Marketing Objective 1: Need promotional marketing for launching new products (4K television and PS4). Our goal is to bring down the price by 20% by the end of the year. Through advertising we can gain awareness and more customers, which ultimately will lead us to bringing our price down on our product by 20% by the end of the year. Marketing Objective 2: Develop certified product recognition that certifies all Sony products by the end of the year. We can certify this product with our new product certification to ensure that our product is not counterfeited and being sold in the black market. By authenticating our product we can promise our costumers with the best technology and the best services our company can offer. This will produce a better name recognition for both our company and our product. We can produce collateral with the new certification stamp on the back of all our new advertisement materials to raise awareness of the new certification and what it represents.

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Marketing Objective 3: Expand in emerging economies (BRIC). This is a new customer base so we hope to implement and obtain 30% market share. We can do this by emerging our new innovated product in international markets through presenting our product at international hospital conferences and new trade shows that hospital executives attend. In addition, we will reach out to the top hospitals in these countries and provide them with a presentation of the equipment including a 90-day free trial, including a walk through presentation of how the equipment works. We will distribute articles in medical magazines as well as advertisements. Promo videos will be launched at international medical trade shows and conferences. Marketing Objective 4: Eliminated partnership by giving room for more streamline advancements. We want to focus on downsizing the company to focus on particular products (TV & phone). Goal is to eliminate all ties. By eliminating our partnership we have more time, energy and money to spend on advertising to our main target markets while producing new collateral. This will give us a better chance at connecting with our markets because we are eliminating not only a partnership but products as well. Having our company focus on particular products we can produce better value and pricing so that our product can be a high competitor in our segmented market. Overall our goal is to raise awareness and create a competitive market with our new innovated product. We want to distribute brochures and pamphlets to hospitals and chief executives of surgery internally, raising awareness and providing them with brief information. In addition, we want to present our product at hospital conferences and new trade shows that hospital executives attend, to educate them on the product. Our initial plan is to have hospitals try out our equipment for a 90-day trial that will provide them with hands-on experience with the technology. At the end of their trial we will have them fill out an evaluation sheet of why they enjoyed the product, advantages/disadvantages or why they did not enjoy the product. Emails and hard mail will be distributed to the hospitals as well, in the form of fliers and brochures with information about the 4K TVs. Meetings will be schedules to meet with specific hospitals, providing them with PowerPoint slides (advertising) and videos of how it operates, while presenting presentation on the 4K TVs. Creating videos will help them see how the product works and operates in a medical setting, while providing them with a visual. This promo video will be shown not only in meetings but to other medical professions as well.

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Sales Promotion We will provide the first ten hospitals in the United States to use our new technology with a 25% off discount. In addition, if they purchase the 4K TV and an alternative medical product they will receive an additional 15% off of their entire purchase. We will create and distribute: Brochures Fliers Signs Billboards Advertising pages in medical magazines, websites and catalogs. Social Media and Publicity Event We will be hosting an event at UCLA introducing our new innovated product to the medical and university community. The event will include collateral, insightful information of our product and on going ads/videos on the 4K TVs throughout the facility. It will be opened to med students and doctors, however all other guests must purchase a ticket to attend the event. There will be a demonstration of the product and a brief presentation. Food, drinks, and music will be included in our event. In addition, a well respected doctor in the Los Angeles community will be providing the audience with a brief talk about the new product how this technology can advance medical practice throughout the world. This event will be advertised in hospitals, Los Angeles Universities (LMU, Chapman, USC, UCLA, Santa Monica City College). In addition, be published throughout the nation in medical magazines and other main hospitals (New York, Chicago, San Francisco) the top hospitals in the United States. Media outlets will be welcomed, and press releases will be distributed prior to the event. There will be a press conference following the event as well. Social Media Promotion: This event will be promoted through UCLAs Facebook and Twitter pages, as well as Sonys Medical Facebook page and Sonys Twitter account. In addition, invites will be distributed through the mail to leading hospitals and medical personals.

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Target Market #2: Target Market #2: Service Industry Restaurants Bars Message: The for goal for the sport bars market segment is to inform sport advocates that our television will give them the best viewing experience available. The message content details that images will be clearer than ever before. The message connects to the wants and needs of bars and restaurants goers by providing them with an enhanced viewing experience. Positioning Statement: 4W technology is affordable and effective among all television competitors because cheap manufacturing while providing quality. Slogan: Changing the point of view During our research we have discovered that even though we have leading competitors, Sony ranks in at the best price for the quality of the product. We can use skimming pricing in order to market and sell our high end product. The Sony logo will remain unchanged and be displayed at the bottom of the television. The positioning of the logo at the bottom of the television is an effort to remind the consumer of the company who brought them such a great viewing experience thus improving chances for brand awareness and loyalty. Advertising In the advertisements, the consumer will be presented with a direct perspective of the television, then with a side view in order to exhibit the stimulating retina display as well as the sleek dynamic features. 1. Smart phone mobile apps a. In the United States an estimated 47 percent of adults now own some sort of Smart phone.1 Mobile advertisements will be perfect for promoting our product of extremely high-resolution television because it already targets people using tech savvy devices therefore they will be more likely to want such a product. Additionally, we will be able to reach multiple markets, creating more revenue for our customers that invested in our 4K technology. These markets will reach several different demographics in order to do so. We will tailor each advertisement based on the users likes, wants, and needs based off of social network and other sources. This will help maximize revenue and we plan to implement this strategy anywhere our new technology is being placed. In these advertisements we will want to put an emphasis on the fact of how much better this new technology will be in comparison to regular standard HD television.
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http://pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx
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2. Billboards a. Because billboards are cost effective way of reaching our consumers we will set up multiple advertising locations to direct new consumers to restaurants that carry this 4K technology. We will place these billboards in any location relevant to stores carrying our product so that not only will we create hype for the service industry that carries these products, but also the product itself. In our advertisement we will want to show how people are enjoying themselves more because of their increased entertainment value. With advertisements pertaining to mobile ads we will have small advertisements at the bottom of free to download applications. These advertisements will continue to create an increased hype, and hopefully also create some word-of-mouth marketing. We will install video billboards that will mimic the actions that the television can do, gaining attention over other traditional billboards. Social Media and Publicity Activity To target our service industry publics, we plan to hold an event in downtown, introducing our new product to the restaurants, pubs and some other service institutions. Our main target is other service industries, corporate companies, and bars/pubs around the same area. We will choose one of the famous/popular pubs downtown to implement our promotional event. We plan to do this event from 5-9 P.M. on a Friday afternoon after work. We want to implement two plans. First, we will put 3 to 5 of our high quality 4K TVs, outside on the patios and play the advertisements that promote our products and have a few sports games on the TVs as well. Inside the bar there will be a total of 10 TVs. 3 will be playing sports games, 2 of them will be showing commercials and promotional videos for the product while the other five will be interactive with the consumer. Videogames, such as TV tennis (Wii) will be on the screen to attract our customers and involve them in trialing our new high quality. In addition to our TVs we will create collateral such as fliers, brochures and business cards. They will be distributed along the bar, on tables at the hostess stand, and in windows. Banners will be created and placed behind the bar and throughout the pub. Coasters will be printed with the 4K TV image on it and be handed out with drinks to the costumers. The event will include food and an open bar for the costumers to engage in. The pub will receive free publicity as well as one of the TVs to be used at their bar. Costumers that attend the event will be able to place their names and information into a raffle. The winners will be announced at the end of the event. 3 lucky winners will receive a 35% discount off our product. And the rest of customers, who involved the event, will automatically receive a 5% off discount.

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Social Media Promotion: The event time and place will be posted on the Facebook page of the pub and our main page. And we will use radio to promote our product, introduce our event and try to attract more customers to involve in our event for fun. In addition, we will send personalized invitations to prominent and influential downtown businesses, bars and restaurants by mail and emails to involve in our event.

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Appendix Appendix A: Advertisement Pricing (Both Target Markets) Advertisement Collateral Collateral Brochures: 3,000 Front and Back 8x11 Color Flyers: 2,000 8.5x11 Color, Gloss Presentation (time spent presenting/creating) Banners: 6x2.5 Colored Billboards:12x24 Colored Promotional signs: 18x25, Colored, Customs Ad space: Magazines 638x87 pixels a month Colored Starting at $29.994 $500.00-$8,000 (depending on which state/where is it places i.e.: freeway)5 $114.99 each6 $2007 Budget $322.292 $201.843

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"High Quality Brochures & Full Color Brochure Print Service - GotPrint." High Quality Brochures & Full Color Brochure Print Service. N.p., n.d. Web. 29 May 2013. <http://gotprint.net/g/uploadBrochure.do?devicetype=c>.
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"Business Flyers." Print. N.p., n.d. Web. 29 May 2013. <http://www.printrunner.com/business-flyers-printing.html>. N.p., n.d. Web. 29 May 2013. <http://www.vistaprint.com/>.

"Affordable Billboards - Advertising - Advertise - Ads." Affordable Billboards - Advertising - Advertise - Ads. N.p., n.d. Web. 29 May 2013. <http://www.affordablebillboards.com/index2.html>.
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"Advertising Flags and Banners, Sports Flags, Poles and Mounts, and More - Vista Flags - Vista Flags." Advertising Flags and Banners, Sports Flags, Poles and Mounts, and More - Vista Flags - Vista Flags. N.p., n.d. Web. 29 May 2013. <http://www.vistaflags.com/>.
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"JAM Magazine Online - Advertisement Rates | Available Space | Ad Specials." JAM Magazine Online Advertisement Rates | Available Space | Ad Specials. N.p., n.d. Web. 29 May 2013. <http://jammagazineonline.com/ADmain.aspx>.

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Appendix B: Press Release for Target Market

FOR IMMEDIATE RELEASE:

Sony Launches 4K Ultra HD TV to Medical Professions During a Promotional Event at UCLA

LOS ANGELES, May 21, 2013Sony is presenting their latest technological design to medical audiences by hosting a promotional event at UCLA on Friday June 21, 2013 at 6:00 PM. With the recent launch of Sonys innovative 4K TV, the buzz has been all about the entertainment industry and how this TV can produce such a clear and concise image. It is now stepping into the medical realm of our nation, tapping into our medical future. With this advance technology the 4K TV can bring doctors and medical professions a clear, accurate, colorful, and concise image. This product can be used as surgical monitors, providing doctors all over the national and internationally with the clearest image available on the market This event will kickoff the introduction of this revolutionary TV into the medical world. There will be a presentation and demonstration done by a Sony represented of the product, in addition to having Dr. Eric Jones, UCLA Medical Center highest-ranking surgeon, present his thoughts and push for the use of the TV in hospitals and medical environments. "The Sony 4K Ultra HD TV really is a new way of looking at things, a new visual language. There is so much detail, it's almost like you can walk into the picture," said Dr. Jones. "One of the things unique to the TV is color. Which will help distinguish different elements of individuals body in surgical procedures. With Sony 4K we are working at the highest end of technology and creativity. The 4K TV is already in 3 hospitals in California, including UCLAs medical center and is receiving the upmost positive results of the product. This event will market the product to other hospitals, doctors, surgeons and the international medical world. UCLA medical doctors and UCLA medical students invited as guests to this event, all other attendees must purchase a ticket. Food and drinks will be provided. For more information about the event please contact Kelsie Cage, Director of Public Relations at UCLA at Kelsiecage@ucla.edu or 805-472-3333. Please visit www.UCLA/events/4K.com for any additional information. Sony is an international company that just recently released 4K TVs to the market. In addition to providing medical technology the companys mission for the new product is to launch it into all channels or emerging markets. For more information on this product or the company please visit www.sony.com/4ktv. Contact Information: UCLA Events 2334 University Ave. Los Angeles, CA 90222 Phone: 805-492-9823 Email: Uclaevents@ucla.edu ! ### 3!

Appendix C: Brochure/Flyer

Sony Medical
A standard high-definition TV has a 1080p resolution, meaning more than 2 million pixels per frame. The new wave of 4K TVs have more than 8.8 million pixels, providing greater accuracy of detail; clearer, sharper pictures; and greater contrast and color than regular HD. High-de!nition technology has moved from the home theater to the surgical suite. Just as HDTV enhances television color and clarity, high-de!nition imagery allows the medical community to see details of a patients anatomy with four times the resolution of standard-de!nition technology, providing superior color reproduction and a wider view of the entire surgical !eld. With our innovative technologies, Sony continues to develop and support the many ways in which video imaging is applied to the advancement of medicine. Furthermore, our extensive choice of products enables users to choose the optimum solution for a variety of usage needs A world wide leader in HD technology with over 20 years of innovative healthcare product development, Sony is uniquely quali!ed to play a leading role in the transition to HD. Sonys integrated HD solutions, including cameras, printers, monitors and behind the scenes technologies, can enhance surgical images to improve operations inside and outside the O.R.

High de!nition. Its in our DNA.

Sony
http://pro.sony.com/

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Appendix D (Advertisement for Target Market 2)

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