Sony Handycam

I have chosen to do Sony’s handycam for the marketing mix of a selected product and its unique selling point is that it is a very high quality camera with a HD lens that can capture photos and video in HD and has been created by one of the best Japanese electronic companies in the world.


The price of the Sony Handycam is £346 and customers already know that they are paying for a very high quality product because of the brand name and the features that the Handycam has and they know it is expensive but at the same time they are thinking they are getting what they are paying for and is better value for money than any other video camera and the company knows that they have reasonably priced it to the consumer and are making a profit at the same time and therefore generates revenue.

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The price helps promote the Sony Handycam because it seems more attractive to the consumer if it is cheaper compared to its rivals and must be priced right and the price must be in the promotion in order to sell the product and it is important for Sony to include the price because the consumer can be reassured about what they are buying and what value for money they are getting and informs the consumer about the price of the Handycam and what they are getting with the Handycam for their money.

The consumer also knows that they are getting a very good video camera because it is made by Sony and they are getting good value for money and is a great quality product. Sony must also use a reasonably priced strategy and so they priced it £4 under £350 to make it look cheaper than £350 and make the consumer think that is much cheaper.


Sony promotes it’s Handycam to the public by advertising it on TV, radio and billboards which is all very popular ways of advertising and helps to establish an image of the product and reputation and convinces the consumer to buy the product. It also helps to create awareness that this brand new Handycam has been released to the public.


There are Sony centres all around the world where consumers can buy a Handycam and the consumer can then hold and use the product and see what it is like and if the consumer feedback is good then the product will be more popular and make people want to buy the product. The Sony centres are based in popular locations such as America, UK and India and Sony has done this because in America there are people who can afford the product and have higher income and therefore are more able to buy the product and is easier to distribute the products to these locations.

The Sony centre also informs the consumer about the where else they can get the Sony Handycam e.g. a website can inform the consumer what other retailers sell the product and the TV, radio and billboard would also tell the consumer where else they can get the Sony Handycam. Wholesalers such as Costco would also sell the Sony Handycam which may also give the Sony Handycam a benefit to Sony because it is available in a big American supermarket and would really help to promote the Handycam. Other retailers that sell the Sony Handycam may also give free gifts with the Handycam to help make it seem that you are getting more for your money along with the Handycam.


The target audience of the Sony would initially be people who like to film and edit there movies in HD and want the best possible features out of a video camera and people who have special occasions and like to keep memories. The consumer can test the product and they are the ones who give positive or negative feedback and this will make or break the product because if the product is received positively then it will have popular demand but if it is received negatively then less people will buy it and the People involved in the promotional mix would present a consistent image like the target audience who may be people who like to film special occasions.

The staff of Sony would need to be trained on how to use the Sony Handycam and all of its functions that makes it special so that whenever a consumer asks about a feature about the Handycam they immediately know how to demonstrate that feature and crates effective customer service and gives the company a better reputation in terms of customer services.


The process in which the Sony Handycam goes through is that it is tested by Sony to see if there any faults with the hardware or software and if there are faults with the Handycam then it will be sent back for a redesign or repair and replacement of faulty components to ensure that it is of the highest quality possible for the money that the consumer is paying and if there are no faults and it is fully functioning fine then it is ready to be sold to the consumer.

It also tests the technology of the Handycam to improve the service offered to the consumers and provide a positive and easy to use service and the benefits of the process can be used in the promotional activity such as free delivery, 24-hour despatch, secure ordering and so on.

Physical evidence

Sony must provide the consumer with physical evidence of purchase of the Sony Handycam because if the consumer wants to return their product then they have proof of purchase which is a receipt which is evidence that the consumer purchased the product and have a standard one year warranty on the product which is written on a piece of paper included with the Handycam and this is also another example of proof of purchase.

Sony also has Sony centres to display the product to prove that the product actually exists and must ensure that the centres are clean and tidy and ready for the consumer to enter the premises and use decorations to help create an atmosphere for the consumer and include a price for the Handycam so that the consumer can look at the price and decide whether or not buy it and will help to establish a positive or negative image of the Handycam and will influence the consumer on whether or not they will buy the Handycam.

Raising awareness

Sony will help raise awareness of the Handy cam by advertising the product on TV, radio and bill boards and will aim to get as many consumers as possible to look at these advertisements of the Handycam and buy the product which will help increase popular demand.

Promoting the product helps with raising awareness because Sony can advertise the Handycam on TV, radio or billboard which will create much more awareness for consumers and Sony can ensure that more and more consumers know about the Sony Handycam.

Creating distinctive market presence

Sony will create distinctive market presence by designing the Handycam by making it look like other Sony products so that the consumer will immediately recognise that it is Sony product and the consumer will know that their product is high quality and has a lot of great features. Sony will also put their logo at the end of an advert or on a billboard so that the consumer can see that it is a distinctive product of Sony’s which will help give it a reputation in the market.

Sony helps create distinctive market presence by advertising the features of the Sony Handycam to the public and this convinces the consumer to buy the product even more by promoting it effectively e.g. billboard.


The Sony logo and style will be imprinted on the Sony Handycam box and on the actual Sony Handycam so that the consumer will recognise the professional and reliable company that Sony represents and give it a good reputation and will be designed in way so that the consumer can immediately recognise it and help establish a name for the product and will help the consumer whether or not they want to buy the product.

By advertising the Sony brand on the Sony Handycam people can immediately see that it is a Sony product and already know that it is going to be of very high quality because of the brand name and the reputation of the company that it has built up.

Have a good market position

Sony can ensure the Handycam will have a good market position by making it look better than its rivals and help to establish a better position by marketing it right and making it look better than any other video camera out there which will give it a strong market position. Sony must also ensure that the product is well priced and convince the consumer that they are getting great value for money and give it a unique selling point.

Sony can also use price to help it gain a good market position because if they price it right then all the consumers who see the Sony Handycam will be more convinced to buy it and make it look cheaper than it’s rivals.

Standing out from its competitors

Sony will ensure that their Handycam will stand out from its competitors and make it look like it is full of unique features that are not available on any other Handycam which will help give it popular demand and make the design of the camera look unique and stand out from other video cameras and market it to the consumer to make it look better than any other rival video cameras and give it a unique selling point.

Sony can make the Handycam stand out from it’s competitors by pricing it cheaper than other rival companies who make a similar product and give it more features that will convince the consumer to buy the product even more and make other rival video cameras seem inferior when compared to the Sony Handycam.