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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2015-04-15编辑:felicia点击率:35080
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We asked Ian Pearman, managing director of Abbot Mead Vickers BBDO, who has worked on Motorola's advertising account, and Dominic Chambers, former head of brand and marketing communications at Vodafone, how Sony Ericsson can still achieve its aim of top-three status in the market.
Diagnosis 1
Ian Pearman managing director, Abbot Mead Vickers BBDO
Like a dog with two owners, a joint-venture brand is always at risk of being starved, and this one looks hungry. The tech advantages provided by Ericsson are invisible to consumers and that part of the brand now represents drag, while the potential thrust of the Sony half seems to be constantly dissipated.
Marketing music-functionality to a generation used to carrying around 10,000 tracks was always going to be challenging, but Sony Ericsson failed to build its defensive walls high enough before Apple entered the game.
The Walkman sub-brand will provide a little insulation from the cold, but reminding people they ‘love/logo music' is altruistic to the category as a whole, and has done little for the core brand.
The lack of a symbolic design-handset is also an issue in a high-touch category where a ‘halo product' is vital.
Opportunities to align the brand with emerging web applications, particularly social networks, have also been missed. Real tech advantage is rare, so it is odd that the brand has not made more of this.
Remedy
Be more Sony.
Stop investing good marketing money trying to give the logo a meaning that is ultimately generic.
Find a ‘halo design' product and concentrate on throwing the brand's weight behind it.
Make more of current tech advantages that lie dormant.
Work to be the best mobile platform for the next generation of web applications.
Diagnosis 2
Dominic Chambers former head of brand and marketing, Vodafone
The mobile phone market is going through significant changes at present, driven by the decline in voice and text tariffs, which has led to a drop in monthly contract fees. This means there is less money available to subsidize the acquisition of fancy handsets.
In addition, networks have begun offering customers the option of upgrading their contract with a cheaper package, rather than a different handset.
After many years of growth, the key brands are finding that they need to work much harder in what is now a saturated market. Sony Ericsson has not managed to leverage the true strength of the Sony brand - its strong values of innovation, quality and design. Its recent advertising has been product-based and fairly forgettable, and not easily recognizable as Sony Ericsson.
It is difficult to discern what the brand stands for, which makes it resonate less with consumers against a resurgent Nokia and a powerful Apple, which has shown up the whole sector with the launch of the iPhone.
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