Sony India is planning to retain its No. 1 position in the Flat Panel TV segment.it plans to increase its market share from 35% to 40% during Cricket World Cup 2011. While India is about to witness the Incredible game in HD for the first time, Sony is proud to be associated with ESPN Star Sports as the ‘On-air Broadcast Sponsor’. Sports broadcasting in HD will be a game changer and Sony has set itself a target to sell 2.5 lakh units of BRAVIA HD TV during this period. Consumers would have a wide choice of 20 Full HD models that include Full HD 3D, Full HD LED and Full HD LCD TV. Towards this end, Sony has plans for a Rs. 100 crore multi-media campaign with the new Brand Ambassador, Mr. Dhoni. This campaign would cover various media formats such as TVC, Print, Web, PR, Shop front and outdoor to maximize visibility.
Dhoni will be promoting ‘The Incredible Game in Sony High Definition’ campaign during the World Cup. This multi-media campaign will include more than 3000 TVC spots across 19 leading channels, print campaign across 36 top media and a very impactful outdoor campaign with more than 100 billboards across the country. Apart from extensive web promotion, a dynamic shop-front will also be an integral part of Sony’s communication campaign. As a special consumer connect initiative, Sony has announced lucky draw promotion-100 lucky families will get a chance to meet Mr. Dhoni.
Sony India has also associated itself with Airtel through a consumer promotion. Sony India would offer free Airtel HD DTH connection on purchase of BRAVIA Full HD TVs. In all, sony is set to mobilize customers preferences towards HD.
Reference: http://www.sony.co.in/pressrelease/asset/436464/section/corporatepressreleases
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