Sales promotion of SONY BRAVIA

A PROJECT REPORT
ON
“EFFECTIVENESS OF SALES
PROMOTION ACTIVITIES OF NRS
MERCANTILE SERVICE PVT. LTD. (SONY
CENTRE) IN CREATING CUSTOMER
AWARENESS PERTAINING TO SONY
BRAVIA”

 To study the various sales promotion activities in
creating awareness among the customer regarding
Sony Bravia.
 To examine the impact of sales promotion on
customer purchase decision making process with
respect to Sony Bravia.

 Title of the study –
A study on effectiveness of sales promotion activities of NRS Mercantile service Pvt. Ltd (Sony centre) in creating
customer awareness pertaining to Sony Bravia.
 Statement of the problem –
Sony Corporation is a leading audio, video, communication and information technology products for the consumer
and professional markets. Its outstanding quality and value for money products have good acceptance in the market
and so the sales performance of its stores, across the country has been found to be quite good.
However, Sony Corporation faces major competition from the competitive industries. In a way of beating competitors
and striving to be the leading electronic industry in the market, Sony has engaged in aggressive promotional
campaigns through advertising and sales promotion. Prominent among these are the sales promotion campaigns that
it undertakes on regular basis such as discounts, coupons, instalments facility, premiums etc.
Sales promotion is a sure way of increasing store traffic and also the number of people who become loyal to the
company. Given that sale promotion is expensive, it only makes sense if it brings positive results, i.e. achieving the
objectives it was intended for.
Hence, this study was undertaken to determine the extent to which sales promotion has been successful in creating an
impact on customers purchase decisions. Moreover, it would also draw the attention of the company towards the least
effective sales promotion tool so that the company can redesign its sales promotion strategy to ensure that the
company’s approaches are being implemented in a cost effective way and it stays ahead of competition.

 Objective of the study -
1. To study the various sales promotion activities in creating awareness among the
customer regarding Sony Bravia.
2. To examine the impact of sales promotion on customer purchase decision making
process with respect to Sony Bravia.
 Scope of the study -
The study is confined to the users as well as the customers willing to buy Sony
Bravia at the NRS Mercantile (Sony centre) outlet. Furthermore, this study would
help in formulating plans to improve upon the area of sales promotion which
would lead to an improvement in the overall performance of the outlet. The area
covered in this study is Guwahati.
 Sources of data - The sources of data are:
The Primary data has been collected through structured questionnaire and direct
interview.
The secondary data has collected through books and websites.
 Sample Size - The sample size for this study comprises of 40 respondents.

 Sampling Technique –
The sampling technique used in this study is convenience sampling. As its name implies,
convenience sampling refers to the collection of information from the members of the population who
are readily available to provide it. It goes well with the nature of the assignment. Responses were
collected from the customers who were available and willing to give their responses for the survey.
 Operational Definition – Given below are the terminologies of few words used in the project study:
 Proactive- (of a person or action) creating or controlling a situation rather than just responding to it
after it has happened.
 Reactive- Acting in response to a situation rather than creating or controlling it.
 POP display- POP or point of purchase display or also know as point of sale display is found near, on,
or next to a checkout counter that are intended to draw the customers' attraction to products, which
may be new products, or on special offer, and are also used to promote special events.
 Tie-In-Promotions- They involve two or more brands or companies that team up on coupons, refunds
and contests to increase their pulling power.
 Premiums- premiums are prizes, gifts and other special offers consumer receive when purchasing
products.
 Semiconductor- A material that is neither a good conductor (like copper) nor a good insulator (like
rubber). The most common semiconductor is Silicon. Computer, chips both for CPU and memory, are
composed of semiconductor materials.

 Type of research –
Descriptive research
A descriptive study is undertaken in order to ascertain and be able to describe the characteristics of
the variables of interest in a situation. Such a study is very appropriate in the context of the problem
relevant to the study.
 Tools of data collection -The various tools that are being used for collection of data are as follows:
 Questionnaire
 Organisational documents
 Internet
 Plan of analysis –
This study has been conducted based on the questionnaire approach which is further explained in
tabular form and is being represented graphically for better presentation.
 Reference period – 20 days duration of time period was taken to conduct the survey.
 Limitation of the study
1. As the project study was carried out for a short duration of time some aspects of the problem could
not be explained.
2. Some responses may have been biased, as some of the respondents were reluctant to participate in
the survey or provide the right information.
3. Adequate secondary data related to the store was unavailable.

Sales promotion of SONY BRAVIA

92.50%
7.50%
Yes
No
 Analysis –
FromTable No. 1, it is evident that 92.5% out of the total respondents agreed upon having
T.V. as a necessary asset in the household today. Wherelse, none of the respondent
disagreed. Only 7.5% respondent seems to stay neutral on the subject.
 Interpretation –
It is observed from the above graph that majority of the respondent agreed thatT.V. is a
necessity as well as an important asset in Indian household today.Very few do not hold any
opinion about it.
OPTIONS NUMBER OF RESPONDENTS PERCENTAGE (%)
Yes 37 92.5%
No 0 0%
Can’t say 3 7.5%
Table No.1 – Necessity of T.V. in an Indian household today.

Table No.2 – Users of Television brands at present.
BRANDS NUMBER OF RESPONDENTS PERCENTAGE (%)
SONY 12 30%
SAMSUNG 5 12.5%
LG 7 17.5%
PANASONIC 4 10%
OTHER 12 30%
30%
12.50%
17.50%
10%
30%
SONY
SAMSUNG
LG
PANASONIC
OTHER

 Analysis -
From the above table, it is observed that 47.5% out of the total respondents came to know about
Sony Bravia through advertisement. While 20%, 25% and 7.5% came to know through newspaper,
friends and relatives and hoardings/banners. None of the respondents came across any other medium.
 Interpretation -
From the above graph, it was found that majority of the people came to know about Sony Bravia
Television through advertisement. Few respondents came to know through newspaper. And also
through word of mouth from friends and relative. Hoarding and banners did not persuade many
customers.
SOURCES NUMBER OF RESPONDENTS PERCENTAGE (%)
Through Advertisements 19 47.5%
Through Newspaper 8 20%
Through Hoardings and banners 3 7.5%
Through friends and relatives 10 25%
Other mediums 0 0%
47.50%
20%
7.50%
25%
Through Advertisements
Through Newspaper
Through Hoardings and
banners
Through friends and
relatives
Other mediums.

 Analysis –
It is evident from the above table that, 55% out of the total respondent finds discounts and rebates
attractive. 27.5% respondents felt instalment facility to be attractive. Only 7.5% and 10% respondents’ finds
exchange offer and festive offers to be attractive.
From the above graph, it can be said that majority of the respondents find discounts and rebates to be most
attractive. Few also agreed that instalment facilities are good to attract customers and very few felt
exchange offers and festive offer to be least attractive among the others.
SCHEMES NUMBER OF RESPONDENTS PERCENTAGE (%)
Installment facility 11 27.5%
Discounts and rebates 22 55%
Exchange offers 4 10%
Offers during festivals 3 7.5%
27.50%
55%
10%
7.50%
INSTALLMENT
FACILITY
DISCOUNTS AND
REBATES
EXCHANGE OFFERS
OFFERS DURING
FESTIVAL

 Analysis –
From the above table, it is observed that 75% out of the total respondents feel that they get sufficient
discount. Wherelse 15% respondents felt discounts were occasional. Only 10% respondents felt that
the discount made by the company on Sony Bravia is rare.
From the above graph, it can be stated that majority of the customers get sufficient discounts on
Sony Bravia from the company. Few customers felt discounts were occasional and very few deprives
on getting discounts on Sony Bravia.
Always 21 52.5%
Often 9 22.5%
Sometimes 6 15%
Rarely 4 10%
never 0 0%
52.50%
22.50%
15%
10%
Always
Often
Sometimes
Rarely
never

 Analysis –
From the above table, it was found that 90% out of the total respondents agreed upon
getting benefits of discounts on Sony Bravia from the company. Only 10% respondents
seem to be neutral on the subject. None have disagreed to it completely.
From the above graph, it is evident that almost all the customers hold a positive opinion of
having benefits on discounts made by the company on Sony Bravia.
Strongly agree 12 30%
Somewhat agree 24 60%
Neither agree nor disagree 4 10%
Somewhat disagree 0 0%
Strongly disagree 0 0%
30%
60%
10% Strongly agree
Somewhat agree
Neither agree nor
disagree
Somewhat
disagree
Strongly disagree

 Analysis –
From the above table, it is observed that 35% out of the total respondents agreed that seasonal ending offers
and festive offers are most motivating sales promotion tool for Sony Bravia. 45% respondents did not find
this promotion tool to be most motivation.While 20% seem to disagree to it.
 Interpretation - From the above graph, it can be stated that majority of the customers don’t find seasonal
ending and festive offers to be most motivating while some customers also felt that these tools are most
motivating to make a purchase decision. Few customers disapprove of it.
Strongly agree 5 12.5%
Somewhat agree 9 22.5%
12.50%
22.50%
45%
20% Strongly agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Strongly disagree

 Analysis –
From the above table, it is evident that 80% out of the total respondents finds proper assortment and
systematic displays of Bravia inside the store to be most attractive. While only 20% felt that the price
tags along the BraviaTelevision sets to be more attractive.
It is observed from the above graph that majority of the customers in the outlet finds the proper
assortment and display of Bravia to be most appealing. Wherelse very few finds properly mentioned
price tags of all Bravia sets to be attractive. While none of the respondents paid attention to the
hanging stickers and danglers of Bravia.
Proper assortment and display of
Bravia
32 80%
Properly mentioned price tags along
with features for all the Bravias.
8 20%
Hanging stickers and danglers of
Bravia.
0 0%
80%
20% Proper assortment and
display of Bravia
Properly mentioned price
tags along with features for
all the Bravias.
Hanging stickers and
danglers of Bravia.

 Analysis –
From the above table, it is observed that 50% out of the total respondents agree upon creating impact on purchase
decision when endorsed by celebrities. While 45% stays neutral on the subject. Only 5% respondents deprive of it.
From the above graph, it can be stated that the percentage of customers who agreed upon creating impact on
purchase decision and the percentage of those customers who did felt neutral are almost same.Very few customers
felt that celebrity endorsement does not play a role to make a purchase decision.
Strongly agree 7 17.5%
17.50%
32.50%
45%
5% Strongly agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Strongly disagree

 Analysis –
From the above table, it is observed that 37.5% out of the total respondents agree upon having
benefits for customers as Sony Bravia is a major sponsor in FIFA world cup. 50% respondent had
neutral opinion on the subject matter. While Only 12% of the customers deferred to it.
From the above graph, it can be stated that the majority of the customers felt not many benefits can
be pointed out of Sony Bravia even after being a major sponsor in FIFA world cup. While some
customers feel that it has visible benefits. Very few deferred to it.
Strongly agree 2 5%
Somewhat disagree 5 12.5%
5%
32.50%
50%
12.50% Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree

 Analysis –
From the above table, it is observed that 67.5% out of the total respondents find bravia’s
advertisement to be extremely attractive, 30% respondents find it attractive while only 2.5% felt just
average.
From the above graph, it can be said that most of the customers approves that Sony Bravia’s
advertisement is very attractive.
Extremely attractive 27 67.5%
Attractive 12 30%
Average 1 2.5%
Unattractive 0 0%
Not at all attractive 0 0%
67.50%
30%
2.50%
Extremely attractive
Attractive
Average
Unattractive
Not at all attractive

 Analysis –
From the above table, it is observed that 90% out of the total respondents agreed to the very quality
of Sony Bravia. While only 10% respondents felt the quality of Sony Bravia to be just average.
From the above graph, it can be stated that majority of the customers finds the quality of Sony Bravia
to be excellent as per its advertisement. While very few felt that it could have been better.
Excellent 14 35%
Good 22 55%
Fair 4 10%
Poor 0 0%
35%
55%
10%
Excellent
Good
Fair
Poor

 Analysis –
From the above table, it is observed that 90% out of the total respondent were delighted and
satisfied with the overall experience of the store. While 10% respondents felt that the overall
experience was just average.
From the above graph, it is observed that almost all the customers felt satisfied with the overall
experience in NRS Mercantile (Sony centre).
Excellent 9 22.5%
Above average 27 67.5%
Average 4 10%
Below average 0 0%
Poor 0 0%
22.50%
67.50%
10%
Excellent
Above average
Average
Below average
Poor

Based on the data analysis and interpretation the following findings have
being forwarded:
 93% customers hold a strong opinion about having a Television in the household
today, as it is an important and necessary asset. Television today is seen as
synonymous to being in touch with the outer world.
 30% of the customers preferred Sony Bravia is usually preferred. In fact, most
customers have desired willingness to make a purchase Sony Bravia. But at the
same time, Samsung, LG and Panasonic are its major competitors who have almost
equal shares in the market.
 48% of the customers came to know about Sony Bravia through its advertisement.
Newspaper equally played an important role among the other sources. While
hoardings and banners did not pay much heed in creating customers awareness.
 Among the various sales promotion schemes of the company, discounts and rebates
is found to be the most attractive among the customer regarding Sony Bravia, i.e.
55% customers have appreciated it. Although few customers i.e. 28% also
appreciates the instalment schemes of the company provided by HDFC bank that
have very low interest rate.

 75% of the customers approves of getting the sufficient discount on Sony Bravia from the
company pertaining to Sony Bravia.
 90% customers have positive impression regarding the benefits of discount made by the
company on Sony Bravia.
 Most of the customer approves discounts and rebates to be most attractive wherelse seasonal
offer and festive offers are not considered as the most motivating, to make a purchase
decision.
 NRS Mercantile (Sony centre) has the potential to attract customers to its outlet for the
proper assortment and systematic display of Sony Bravia. 80% customers approves to the
subject matter.
 45% of the customer holds a neutral opinion about creating an impact, when Sony Bravia is
being endorsed by the celebrities, i.e. customers felt that celebrity endorsement does not play
much of a role to make a purchase decision.
 Majority of the customers that is 50% gives a sensation that not many benefits can be pointed
out of Sony Bravia even after being a major sponsor in FIFA world cup. As a matter of fact,
sponsorship does not play much of any role in customers purchase decision.
 98% customers approved that Sony Bravia’s advertisement is very attractive.
 Majority of customers 90% customers seems to find the quality of Sony Bravia to be
excellent as per its advertisement.
 90% customers felt delighted and satisfied with the overall experience of NRS Mercantile
(Sony centre) outlet and they would like to visit again.

 The company should continue marketing endeavours in T.V., newspaper and magazines, as
they are most effective means of promotion.
 Among the various sales promotion schemes of the company pertaining to Sony Bravia,
discounts and rebates is considered to be the most attractive. This can be the strength of the
company as well as an opportunity to increase its sales margin if properly maintained.
 Majority of the customers already finds Bravia’s advertisements to be attractive with or
without being endorsed by celebrity. Celebrity endorsement is a costly affair. The company
can save expenditure on this regard and rather encourage more graphical, 3D effects to
make it more eye catching.
 The company can also implement upon using large stickers and wall paper apart from
hanging danglers and stickers which are not able to create much attention. It is suggested
that the company should emphasize using large size materials to make it appealing.
 Although quality of Bravia has been very fine but few customers also felt that prices of the
Television sets are comparatively high in regard of its quality. In this case, the company
should impose more of complementary gifts, coupons, scratch cards, lucky draws to
equalize upon the impression that customers hold with the high price criteria.

The project entitle “A Study on the effectiveness of sales promotion activities of
NRS Mercantile Service Pvt. Ltd. (Sony Centre) in creating customer
awareness pertaining to Sony Bravia” has been prepared in an attempt to study
the various sales promotion activities of the company pertaining to Sony Bravia and
to determine the impact of on the customer purchase decision
Based on the data analysis and data interpretation it was found that, Sony Bravia is
usually preferred by customers as well as they have desired willingness to purchase
Sony Bravia. But at the same time, Samsung, LG and Panasonic are its major
competitors who have almost equal shares in the market. It was also found that
among the various sales promotion schemes of the company, discounts and rebates
is found to be the most attractive and customers have positive impression regarding
the benefits of it.
Based on the findings of the study, few suggestions are being forwarded. The
company should continue marketing endeavours in T.V., newspaper and magazines,
as they are most effective means of promotion. Among the various sales promotion
schemes of the company pertaining to Sony Bravia, discounts and rebates is
considered to be the most attractive. This can be the strength of the company as well
as an opportunity to increase its sales margin if properly maintained.

Although quality of Bravia has been very fine but few customers also felt that
prices of the Television sets are comparatively high in regard of its quality. In this
case, the company should impose more of complementary gifts, coupons, scratch
cards, lucky draws to equalize upon the impression that customers hold with the
high price criteria.
Sony has engaged in aggressive promotional campaigns through advertising and
sales promotion. Prominent among these are the sales promotion campaigns that
it undertakes on regular basis such as discounts, coupons, instalments facility,
premiums etc. Sales promotion is a sure way of increasing store traffic and also a
number of people who become loyal to the company. Given that sale promotion
is expensive, it only makes sense if it brings positive results, i.e. achieving the
objectives it was intended for.
Hence, this study was undertaken to determine the extent to which sales
promotion has been successful in creating an impact on customers purchase
decisions. Moreover, it would also draw the attention of the company towards the
least effective sales promotion tool so that the company can redesign its sales
promotion strategy to ensure that the company’s approaches are being
implemented in a cost effective way and it stays ahead of competition.

Sales promotion of SONY BRAVIA

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