Sony India plans to become the single largest brand in the Indian MP3 market with 30% market share by the year 2010. Focusing on revolutionary designs such as the W series, channel expansion and a hip communication strategy, Sony is confident of achieving its target market share. 

Commemorating its 30 year anniversary of the Walkman brand this year, Sony has once again exemplified its reputation as a pioneer of ‘gadgetry’ with the introduction of a completely innovative and revolutionary wire-less MP3 player –NWZ-W202. Targeted at the youth, the W series offers freedom, fashion and superb music quality– everything that they would love in their MP3 player.

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 organized retail stores. The plan is to increase the counters from the current 1000 to 3000 by the year 2010. Furthermore with an investment of Rs. 10 crore (Rs. 100 mil) 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.

“When it comes to innovative design concepts, there is no question that Sony is on the leading edge,” said Mr. Masaru Tamagawa, Managing Director, Sony India while expressing his views on the launch. “The W202, the latest in our line of Walkman MP3 players, is exceptionally cool looking. But most importantly it was designed first and foremost for the needs of youth who want to listen to their favorite music on the go without the hassle of wires. We are confident of achieving our 30% market share with the strategy of innovative products, channel expansion and a trendy communications strategy”

The MP3 market in India is currently pegged at 900,000 units and is expected to increase 11% by FY2010.  For Sony, share of Walkman is expected to increase from the current 20% to 30% as it plans to sell 180,000 units, up from 85,000 units last year.

Courtesy: Sony India

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Posted by Naresh Koshti on 21 July, 2009 1:36:44 PM IST #