Sony Walkman TPS L2

 

  ony Walkman TP L2

Kapil Agarwal 10DCP-071

 

Introduction  

Launched in 1979 in Japan. Sony Co-chairman to young designers of Walkman-

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We are targeting students and young people and we should launch it before summers for less than 40000 yen. The Co-chairman disliked the name but by that time it was already launched. 1st sale in Japan on July 1st,1979.

 

Target Market 

Students and young people.

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Method of marketing to an extremely expansive user base while maintaining the idea that the product was made for each e ach individual gotdifferentiat the name mass and personal differentiation. ion. marketing

 

Marketing concepts 

Promotion Concept: It was the First advertisement of the Sony marketing team

in 1979 named ‘Bridging the difference’.   Free distributio distribution n to influential individuals like magazine editors and musician. 

Marketing(Pull) Needs of the consumers wereConcept: identified wherein the product had latent demnd.

 

Filling ocio-cultural differences Marketed as Walkman Walkman in  in Japan, Soundabout Soundabout   Freestyle in  in Sweden and Stowaway Stowaway in  in in US, Freestyle UK.   Sweden objected to illicit commotations of Stowaway,, the reason behind its the word Stowaway 

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launching as Freestyle Freestyle.. Portrayed it as a culturally ‘Hip’ item.

 

Demographic influence 

Two words ‘Walk-man ‘Walk-man’’ and ‘Walk-woman ‘Walk-woman’’ were used to handle the demographic influences of gender difference.

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In UK, came up with two mini headphone  jacks, permitting permitting two two people to listen listen at the same time.

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Used onlyayoung people in advertisements to create age factor in the purchasing behavior of the consumers.

 

Positioning the product 

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Positioned the product so nicely that people make it an integrated part of life. Targeted the utilities like youth, activity, sport, leisure, outdoors, fitness, health, etc. Launching it at the price less than 40000 yen.

 

Handling Competition   Amid fierce competition, primarily from Toshiba Toshiba   the  Walky), Walky), Aiwa (the Aiwa (the CassetteBoy) CassetteBoy) and Panasonic, Panasonic, (the by the late 80s, Sony upped the ante once again by creating the playback-only WM-DD9, launched in 1989 during the 10th anniversary of the Walkman and became the holy grail for a niche group of cassette Walkman collectors. collectors. It is the only autoreverse Walkman in history to use a two-motor, quartz-locked, disc drive system similar to highend home cassette decks to ensure accurate tape speed for both sides of playback.

 

With time…….. launches to meet new generation needs 

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CD Walkman (Discman) Video Walkman MiniDisc Walkman NetMD Hi-MD Network Walkman NW-MS7 NW-MS90D NW-HD1 NW-HD3 NW-HD5

 

Tough road ahead

 

Thank You