MARKET
Sony’s core products include audio visual, digital
imaging and IT products which are targeted at
medium to high-end customers. The brand also
has entry level products to cater to the needs of
more cost-conscious customers.
Over the years, Sony has been achieving
substantial market share for its product
categories. Based on the 2010 cumulative
market share in GfK Report, Sony successfully
maintained its No.1 position in the total Audio
Visual Digital Imaging category.
ACHIEVEMENTS
In recent years, Sony has received numerous
awards. These include the GfK Asia Awards
for being the No. 1 brand in 2009 for its audio
home systems, portable media player and home
theatre systems.
For four consecutive years (from 2008
to 2011), Sony was awarded The Reader’s
Digest Trusted Brand for Consumer Electronics,
Gold Winner for the Flatscreen TV category (for
Malaysia and Asia) and the Camera category
(for Malaysia).
In 2009, Sony won a total of 17 International
Forum Design (iF) Product Design Awards,
including three coveted gold awards. In the same
year, the brand received the TIPA Award 2009.
Sony BRAVIA also received the BrandLaureate
Awards 2008 – 2009. In 2010, Sony received
GfK No. 1 Award for Top Selling Brand in
Malaysia for the
categories of
camcorders,
DVD players, portable media players and audio
home system. Sony was also awarded the Putra
Brand Awards 2011 Gold medal for Personal,
Household & Outdoor Appliances category.
Sony Malaysia has been the recipient of
numerous accolades from various established
gadget and technology publications in 2010
including HardwareMag® Malaysia and PC.Com
magazine. As the leader in the consumer electronics industry, Sony Malaysia continues to
introduce a wide range of cutting-edge and innovative products including the stunning BRAVIA
LED Internet TV with X-Reality Picture Engine.
In keeping with international quality
standards, Sony (Malaysia) Sdn Bhd is certified
with ISO 9001:2000 and ISO 14001 by Bureau
Veritas Certification (BVC) Malaysia for quality
excellence in operation and environmental
management system.
HISTORY
The name ‘Sony’ was chosen for the brand
using a mix of two words. One was the Latin
word Sonus, which is the root of ‘sonic’ and
‘sound’ and the other was ‘sonny’, a familiar
term used in 1950s America to call a boy. Morita
wanted a word that did not exist in any language
so ’Sony’ is unique. It was in 1958 that the
company formally adopted ‘Sony Corporation’
as its corporate name.
Sony (Malaysia) Sdn Bhd began operations
in Malaysia on 23 December 1987. Today, its
staff strength has grown to over 300 to include
people in the marketing, sales and servicing
departments. With over 500 Sony authorised
dealers, Sony currently has four Sony Style direct
stores located at Suria KLCC and Berjaya Times
Square in Kuala Lumpur, the Curve in Petaling
Jaya and Terbrau City in Johor Bahru. The Sony
Style store at KLCC is the 17th Sony Style store
in the world and the first in Southeast Asia.
From a humble beginning of a small sales
office and modest manufacturing facilities
in 1988, the Sony group of companies (The
Group) has enjoyed tremendous growth
over the years. By the early 1990s, Sony had
expanded its operations to include research
and development and, subsequently, the
development of advanced product lines such
as Rear Projection TVs, DVDs, Mini Discs, HiFi Surround Sound systems and others. Today,
Sony offers a comprehensive range of high
definition products.
The Sony group of companies in Malaysia
offers employment opportunities to over 15,000
people nationwide. Additionally, it is committed
to being a socially responsible corporate citizen
through its various educational, health and
environmental programmes and activities. The
Group in Malaysia introduced the flagship Sony
United Corporate Social Responsibility (CSR)
Campaign in May 2009 that saw a collective
commitment towards creating a sustainable
future for the community in which it operates.
One of the Sony United CSR initiatives is the
Sony-UNICEF collaboration in aid of UNICEF’s
local and global programmes for children
including health, education, equality and child
protection.
PRODUCT
As the only consumer electronics manufacturer
whose business interest spans across
electronics, games, movies, music, mobile
phones as well as broadcast and professional
products, Sony continues to develop
and innovate new products to meet
consumers’ needs for modern
lifestyles. Sony Malaysia’s
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main products include televisions, hi-fi
audios, home theatre systems, DVD players,
personal audio (CD/cassette radio players
and Walkman®), audio video accessories, car
audio and visual systems, notebooks, gaming
consoles, camcorders and digital still cameras,
digital imaging accessories (batteries, chargers,
microphones, photo printers), recording
media and energy devices, broadcast and
professional products. Its sub-brands are:
BRAVIA, BRAVIA Theatre, Cyber-shot®,
Handycam®, Walkman®, VAIO, Alpha and
PlayStation®.
From being the first to introduce the
colouration concept for its LCD TV models, to the
world’s first LCD TV with the 200Hz MotionFlow
Technology, Sony continues to revolutionise the
way consumers are entertained with the latest
technology and design. In early 2010, Sony
unveiled the new BRAVIA LCD TV with Monolithic
Design. Monolithic Design represents the
beauty of the BRAVIA LCD TV crafted to
capture attention with its sleek
design, high quality finish
and flushed surface
for visually stunning
performance.
Taking your images to the next level,
Sony revolutionises
the Image3 concept
that redefines your
cameras. The new
generation Sony Digital Cameras integrate
the three key Exmor R CMOS
Sensor, BIONZ imaging processor and Sony premium G lens and
high performance Carl Zeiss lens.
RECENT DEVELOPMENTS
In 2009, Sony Corporation announced a Groupwide brand message, “make.believe” (make
dot believe) that unites Sony’s communications
initiatives across electronics, games, movies,
music, mobile phones and network services.
“make.believe” symbolises the spirit of Sony –
the power of creativity, the ability to turn ideas
into reality and the belief that anything you can
imagine, you can make real.
Sony Malaysia debuted its first ever Full HD
3D TV BRAVIA for the home with LX900 Series
at Sony Expo 2010, held at the Mid Valley
Exhibition Centre in April 2010. Themed “Sony
3D Entertainment Park”, the Sony Expo 2010
attracted over 83,000 visitors and showcased
the complete range of Sony Entertainment
Products including a 3D theatre where visitors
were treated to an immersive 3D experience.
Believing that 3D experience is the future for
home entertainment, Sony will be developing a
range of 3D compatible BRAVIA TVs, Blu-Ray
Disc Players, VAIOs, and digital still cameras
for the consumer electronics front and also
3D content such as movies, music and games
titles. For gaming, all PlayStation®3 units will
offer 3D stereoscopic games playability through
a firmware update.
Since 2006, the Sony Time magazine
has been a useful directory and source of
comprehensive reference for the latest Sony
products, promotions and events. In 2011.
Sony introduces a refreshing Sony Catalogue as
the successor for Sony Time magazine.
BRAND VALUES
In 2011, Sony elevates the consumer
entertainment experience with state-of-the-art
technology and innovative products such as
BRAVIA LED TV with X-Reality Picture Engine,
Full HD Handycam camcorder with built-in
projector, and Cyber-shot compact digital still
camera features Full HD* video capability, “Dual
Rec” (record) technology and 3D Still Image
Capture™ mode. Sony also expands it range of
3D portfolio to include a “Double Full HD” 3D
Handycam® and VAIO F Series 3D laptop.
PROMOTION
Sony invests in print advertisements in major
publications and broadcast commercials. Sony
promotes its brand and product awareness
through roadshows, OOH and websites. Sony
Malaysia is also making its presence in social
networking platforms such as Facebook,
Friendster, YouTube, Flickr and Twitter.
The bi-annual Sony Time Promotion
extends attractive packages and
opportunities to win great prizes
through contests as a way to reward
Sony customers.
Sony has always been recognised as a high
quality, prestigious and
premium brand that
offers innovative and
cutting edge technology, design and
functionality aimed at
enhancing one’s lifestyle. Its products and
services are epitomised by the concept
of Cluster Value, of
which an extensive
range of Sony products
from hardware to software
is offered under one roof.
Sony constantly strives to be the leading
preferred brand amongst consumers and
for the contributions it gives back to society
through CSR activities, to make a difference to
the community. This commitment is translated
through Sony’s Global CSR focus, ‘For the Next
Generation’.
www.sony.com.my
THINGS YOU DIDN’T KNOW ABOUT
SONY
• As the Official FIFA Partner, Sony is
implementing “Dream Goal 2010”, a
social contribution programme that
harnesses the power of football to
effect positive social change. “Dream
Goal 2010” consists of four separate
projects in Africa, the host country
for the 2010 FIFA World Cup, and
focuses on three key issues within
the communities, the children and the
NGOs.
• In Malaysia, Sony collaborates with
UNICEF through football activities to
help improve the lives of children locally
and globally.
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