Sony finally clicks on some big shots to keep the competition at bay
The holiday season in India is not only a time for families to take a break from their daily routine, but is also an opportunity for companies to get some respite from their sluggish business cycles, and boosting sales besides. Encashing on the holiday season, Sony India recently unveiled its new range of models in Digital Imaging category. Sony, despite having a tremendous brand value, was somehow beaten by underdog Canon India in the cameras segment and it was only around Diwali last year, that Sony could overtake Canon. In an exclusive conversation with 4Ps B&M, Masaru Tamagawa, Managing Director, Sony India Pvt. Ltd. discusses how Sony beat Canon in the segment, besides sharing his future plans for the burgeoning Indian market.
What factors did you focus on to win the race back from Canon?
I would like to focus on three factors first being our product strength. Last year, we launched 11 products and this year we have launched 13. We have been continuously expanding our product lines to meet the end customer’s need. Secondly, we focused on aggressive advertising and brand promotion. And lastly, we enhanced our sales channel network. Apart from exclusive Sony Stores, we have been focusing on multi-brand outlets as well as on photo channels. Our position in the photo channels was relatively week and over a period of time, we have improved in this area as well.
Why hasn’t Sony so far come up with SLR cameras, while most of its competitors have?
The market segment for this product is very small in India and it’s mostly professional cameramen who use it. Also, these cameras are expensive. As of now, we are not promoting SLR cameras in India, though we have this product in other countries like Japan. In India, we want to first focus on our slim and stylish Cybershot cameras. Maybe three to five years later, when our market for Cybershot cameras is ready to spend that amount of money on SLR cameras as well, we might promote this product in India.
And what about flash memory based video cameras?
Most of our products in India in Digital Imaging category are high-definition and also expensive. We want to cultivate the high-definition demand with the hard-disk drive first. Once this market is ripe, we will bring in flash memory digital video cameras.
Sony has always positioned its products in the premium category. But now, with other players becoming aggressive, do you think it is relevant to continue with this kind of positioning?
Yes, because we are a premium brand. And not only in India, but all over the globe, our prices are the highest. Our products are premium because of our technology, brand value and quality. Although, the Indian customer does find our products expensive and often go for a brand, which is cheaper than us, but by paying a little more money, they will get a better product with superior quality.
Sony Digital Imaging has no corporate brand ambassador. Any particular reason for not following suit with others?
We haven’t felt the need yet. Roping in a brand ambassador would be an easy way to do things. Our products are strong and we’ve a good network of channel partners as well as well-oiled machines in place.
The holiday season in India is not only a time for families to take a break from their daily routine, but is also an opportunity for companies to get some respite from their sluggish business cycles, and boosting sales besides. Encashing on the holiday season, Sony India recently unveiled its new range of models in Digital Imaging category. Sony, despite having a tremendous brand value, was somehow beaten by underdog Canon India in the cameras segment and it was only around Diwali last year, that Sony could overtake Canon. In an exclusive conversation with 4Ps B&M, Masaru Tamagawa, Managing Director, Sony India Pvt. Ltd. discusses how Sony beat Canon in the segment, besides sharing his future plans for the burgeoning Indian market.
What factors did you focus on to win the race back from Canon?
I would like to focus on three factors first being our product strength. Last year, we launched 11 products and this year we have launched 13. We have been continuously expanding our product lines to meet the end customer’s need. Secondly, we focused on aggressive advertising and brand promotion. And lastly, we enhanced our sales channel network. Apart from exclusive Sony Stores, we have been focusing on multi-brand outlets as well as on photo channels. Our position in the photo channels was relatively week and over a period of time, we have improved in this area as well.
Why hasn’t Sony so far come up with SLR cameras, while most of its competitors have?
The market segment for this product is very small in India and it’s mostly professional cameramen who use it. Also, these cameras are expensive. As of now, we are not promoting SLR cameras in India, though we have this product in other countries like Japan. In India, we want to first focus on our slim and stylish Cybershot cameras. Maybe three to five years later, when our market for Cybershot cameras is ready to spend that amount of money on SLR cameras as well, we might promote this product in India.
And what about flash memory based video cameras?
Most of our products in India in Digital Imaging category are high-definition and also expensive. We want to cultivate the high-definition demand with the hard-disk drive first. Once this market is ripe, we will bring in flash memory digital video cameras.
Sony has always positioned its products in the premium category. But now, with other players becoming aggressive, do you think it is relevant to continue with this kind of positioning?
Yes, because we are a premium brand. And not only in India, but all over the globe, our prices are the highest. Our products are premium because of our technology, brand value and quality. Although, the Indian customer does find our products expensive and often go for a brand, which is cheaper than us, but by paying a little more money, they will get a better product with superior quality.
Sony Digital Imaging has no corporate brand ambassador. Any particular reason for not following suit with others?
We haven’t felt the need yet. Roping in a brand ambassador would be an easy way to do things. Our products are strong and we’ve a good network of channel partners as well as well-oiled machines in place.
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