Sony has launched various models of

Sony has launched various models of smartphone to the market to satisfy the market demands. This variety is mainly the result of Sony’s using the product concept. However, the segmentation in Sony’s smartphone is not as clear as other brands such as Apple or Samsung. Sony only aims at middle-high class market where it is trying to specialize in its products while competing intensely with its rivals. In this section, I will analyze Sony’s smartphones in term of the product, service, price, marketing channel, and the promotion mix.
1. Sony’s Smartphone Products and Services
Sony’s smartphone can be divided into many different product lines with slightly different features and design. Although there are some of them with lower price, the main differences are still very vague as if Sony does not have its own segmentation.
First, the core benefits. The invention of telephone has emphasized the need of staying in touch with others, but along with the development of society, this basic need has altered into a more complex form. The core benefit of nowadays smartphone is not only making phone calls, but also browsing webs, playing game, taking photo, etc., and Sony’s smartphones fulfilled these criteria. However, Sony’s applying evenly these core benefits into all of its product lines is the main reason why Stephen Blum said: “I don't see any wow factor in the new Sony mobile products” (Peter Suciu, 2013). Sony should divide it phone market into two segments: the first segment will have the core benefits that focus on high-class business people; the second segment will have the core benefits that focus on middle-class consumers such as the PS4 connectivity feature.
Next, the actual product. The brand Sony itself has been quite well known in the electrical industry because it used to be the leader in this area. This different image has gained for Sony some credits in its products. The packaging of Sony smartphone looks professional and quite high standard, but the design of Sony mobile, although some of these product lines such as the Z Ultra won the iF Product Design Awards for 2014 (XB, 2014), do not attract as many consumers as Samsung or Apple. Fortunately, Sony has many advanced features for its smartphone products. The hottest feature of recent Sony smartphone is the waterproof feature, which allows users can use the phone under high humidity condition.
Finally, the augmented product. Like many other electrical products, Sony offers warranties for its products. Besides, there is an online guide written specifically for each model available on the Sony’s official website, with hotlines that allow customers to contact easily anytime.
Generally, Sony’s smartphones are classified as shopping products. While preparing for choosing a smartphone, consumers have to confront the act of comparison between brands as well as gathering other information before putting forward their final decision.

Kết quả (Việt) 1:

Sony đã đưa ra các mô hình khác nhau của điện thoại thông minh để thị trường để đáp ứng nhu cầu thị trường. Đa dạng này là chủ yếu là kết quả của Sony sử dụng khái niệm sản phẩm. Tuy nhiên, phân đoạn trong điện thoại thông minh của Sony là không phải là rõ ràng là các thương hiệu như Apple hay Samsung. Sony chỉ hướng tới mục tiêu thị trường cao trung cấp nơi nó đang cố gắng chuyên về sản phẩm của mình trong khi cạnh tranh mạnh mẽ với các đối thủ của nó. Trong phần này, tôi sẽ phân tích điện thoại thông minh của Sony trong nhiệm kỳ của sản phẩm, Dịch vụ, giá cả, kênh tiếp thị, và kết hợp quảng cáo.1. Sony của điện thoại thông minh sản phẩm và dịch vụ Điện thoại thông minh của Sony có thể được chia thành nhiều dòng sản phẩm khác nhau với tính năng hơi khác nhau và thiết kế. Mặc dù có một số người trong số họ với giá thấp hơn, sự khác biệt chính là vẫn còn rất mơ hồ như nếu Sony không có phân khúc riêng của mình.First, the core benefits. The invention of telephone has emphasized the need of staying in touch with others, but along with the development of society, this basic need has altered into a more complex form. The core benefit of nowadays smartphone is not only making phone calls, but also browsing webs, playing game, taking photo, etc., and Sony’s smartphones fulfilled these criteria. However, Sony’s applying evenly these core benefits into all of its product lines is the main reason why Stephen Blum said: “I don't see any wow factor in the new Sony mobile products” (Peter Suciu, 2013). Sony should divide it phone market into two segments: the first segment will have the core benefits that focus on high-class business people; the second segment will have the core benefits that focus on middle-class consumers such as the PS4 connectivity feature.Next, the actual product. The brand Sony itself has been quite well known in the electrical industry because it used to be the leader in this area. This different image has gained for Sony some credits in its products. The packaging of Sony smartphone looks professional and quite high standard, but the design of Sony mobile, although some of these product lines such as the Z Ultra won the iF Product Design Awards for 2014 (XB, 2014), do not attract as many consumers as Samsung or Apple. Fortunately, Sony has many advanced features for its smartphone products. The hottest feature of recent Sony smartphone is the waterproof feature, which allows users can use the phone under high humidity condition.Finally, the augmented product. Like many other electrical products, Sony offers warranties for its products. Besides, there is an online guide written specifically for each model available on the Sony’s official website, with hotlines that allow customers to contact easily anytime.
Generally, Sony’s smartphones are classified as shopping products. While preparing for choosing a smartphone, consumers have to confront the act of comparison between brands as well as gathering other information before putting forward their final decision.