Sony plans to pump around Rs.300 crore in marketing and promotions in India over the course of 2013.
According to an executive, Sony is hoping to conduct 30% of its business within India by the end of the year. Currently their portfolio has 11 models with prices ranging from Rs.8,500 to Rs.39,000. If everything works out in their favour then Sony are expecting to triple sales to an astounding Rs.35,000 crore within the country.
Sony’s marketing campaign will be aggressive and a major portion will be centered around the latest Xperia Z smartphone. In the words of Sony India Pvt Ltd’s head, sales and marketing – mobile division, Sachin Thapar,
Smartphone as a category is almost doubling every year in India. We are seeing the trend for at least next three to four years.
If category expands and we will have good products of course, our business will be expanding. We are targeting 30 per cent of our total business from the mobile phones.
From tier II cities we are getting very good response. Contribution of these cities to our total sales is almost 40 per cent already.