16. What we bring What they bring
Super-brand
Quality credentials
Innovation driver Visibility
Consumers
Sony consumers Services
ecosystem Retail environments
Value creation
Trade engagement
Progressive Partnership:
growth agenda
Some markets we have more a strategic seat, and others Iris as the conversion agencyGlobal review
1.1 million Walkman Handsets soldOrange’s association with the show far exceeded figures with over 91% awareness.
Decision making hierarchy: 1) Customer needs, 2) Brand perceptions, 3) Confidence, 4) Ease of selling, 5) Incentives/commission Quality & Reliability is the number 1 factor, then perception of the brand overall Out of site, out of mind Get phones in their hands – aim to transform them to a Sony Mobile advocate = unpaid sales army/natural recommendation
Highlight partner mktg – green, yellow, - ie. Partner mktg affects 60%Critical tool to process
Highlight partner mktg – green, yellow, - ie. Partner mktg affects 60%Critical tool to process
Also important to call out that we play a role in the “consideration” 10% phase too. Expands our brief/scope
Also important to call out that we play a role in the “consideration” 10% phase too. Expands our brief/scope
43% haven't made their minds up before entering retail environment (41% haven’t made up mind on OS). This is a real opportunity to influence – let’s not forget sales staff’s influence