Sony targets 40% share of Flat Panel TV segment during World Cup season

* Sony is the ‘On-air Broadcast Sponsor’ on ESPN Star Sports which will provide Live HD feed for Cricket World Cup 

* Promotes Full HD BRAVIA range that includes 20 models of Full HD 3D, Full HD LED and Full HD LCD TV 

* Signs Mahendra Singh Dhoni as Brand Ambassador for Sony Full HD TV to promote ‘The Incredible Game in Sony High Definition’ campaign 

* Allocates Rs.100 crore towards multi-media campaign including ATL & BTL activities 

Sony India consolidates its No. 1 position in the Flat Panel TV segment with a target of 40% market share during the Cricket World Cup season from January to March. 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, Dhoni. This campaign would cover various media formats such as TVC, Print, Web, PR, Shop front and outdoor to maximize visibility. 

Elaborating on Sony India’s plans, Masaru Tamagawa, Managing Director, Sony India said, “Sony has chosen cricket to promote High Definition as it is the most popular sport in India and makes for a perfect platform to bring HD closer to our consumers. With our wide range of Full HD BRAVIA TVs, consumer can enjoy a very captivating World Cup viewing experience, right in the comfort of their home.” He further added, “We have chosen Dhoni as the face of Sony Full HD TV as we feel he will create the perfect synergy with our target audience during this exciting cricket season.” 

Dhoni will be promoting Sony’s high decibel ‘The Incredible Game in Sony High Definition’ campaign during 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 Dhoni. 

Speaking about the association with Sony India, Dhoni, said, “I am pleased to be associated with a futuristic brand like Sony. Cricket in HD will be the most incredible experience this season and through Sony, I would like to recommend this experience to our Indian audience. Sony, a cult brand has always offered excellent products and path-breaking technology to its consumers. It is now taking the HD phenomenon forward and I am proud to be a part of this initiative.” 

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. This offer will be valid from Feb 1 – Apr 15, 11.
 

Key financial facts:
Target Market Share of Flat Panel TV segment	40% during Jan-Mar 11
Sales expectations for World Cup season	2.5 lakh units
Marketing Investment	Rs. 100 crore
Total no. of Full HD BRAVIA	20 models