Marketing Design Innovation: Sony TV (GC039)

Table of Contents

Task A: Report on Marketing Design Innovation.

1.0 Introduction.

1.2 Evolution of TV.

1.3 Arguments for and against the Product (TV).

1.4 Critical analysis of the marketing design and innovation of TV over time.

1.5 Current Market Scenario of TV.

1.5.1 Market Segmentation.

1.5.2 Price Differentiation.

5.1.3 Market Segmentation.

6.0 Future outlook of TV.

7.0 Conclusion.

8.0 References.

Task B: Reflective Essay.

Reflective Essay on Marketing Design Innovation: TV

1.0 Introduction

The design and innovation process defines the success and competitive strengths of an organization in marketplaces. This design and innovation responsiveness, as well as readiness, is difficult in the global business environment. As a result, it is important to have effectiveness and relevance in organization/s innovation and design specific capabilities. For example, an organization can invest in innovative lean and smart marketing systems to benefit consumers as much as possible.

This report aims to write a critique of particular innovative product characteristics. The chosen product is the Sony TV. The report focuses on how Sony TV has altered the changing needs of the market and consumers over time. Consequently, the report emphasizes a) the benefits as well as the value derived by the consumers; b) the uniqueness of Sony TV design elements including design, usefulness, relevance, color, and shape; c) Sony TV brand appeal in comparison with competitors in the marketplace.

Company overview

Sony is a worldwide familiar electronic company. It was founded in Japan and has climbed its present multinational giant from humble roots. The innovation and creativity in the design of its products have made it a growing and profitable organization for more than six decades. The present president and CEO, Kazuo Hirai, who joined Sony in 1984 has brought the greatest organizational achievement working his way up through electronic division and meeting consumers’ needs and expectations (Sony, 2014).

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Why Sony TV is considered an innovative product

Sony TV has a very long history in its technological innovation. Sony first introduced transistor radio in 1955, which has been transferring to the world’s first direct-view portable TV in 1960. Then, Sony continued improving its TV within two years as a transistor TV, which improved to portable and easy-to-use TV in 1989. In 2003, Sony released the world’s first Blue-ray TV, which was developed to high definition (HD) TV in 2005. Then, the Sony HD TV improved to LCD TV in 2008 forwarding to an LCD HD TV in 2009, which was improved again to 3D HD TV in 2010 and internet equipped in 2011.

1.2 Evolution of TV

According to Johnson (2007), the radio started to be replaced by television during the 1940s. However, no one thought it would gain its present popularity because people thought that watching on a small television screen would bored people. As Jones (2009) notes, TV started its rapid development since the second world war.

The researchers and manufactures could realize the potential of TV usages and invented strategies on how to reach the masses. TV studios began to trial airing shows which gave positive feedback. Following this success shows were aired regularly during 1945s and people started to think of television as an important element of entertainment. Although the shows that were aired at that time are closed to the present shows with visual entertainment, the quality and performance were very poor.

Johnson (2007) says television has become a sensation and people started to use it as a luxury to entertain with lots of guests who were not attracted to television before.  Cunningham (2012) states that since the 1950s the golden age of TV started with gaining endless popularity over the world. Black & white screen transferred into color. The people who acted on different shows started to be stars overnights. Radio started to be vanished converting most of its shows into television shows. In a word, since then the TV screen has ruled the entertainment world. The following figure clears more the concept of television evaluation:………………….

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