In order to regain market, mobile brand, Sony Ericsson, are planning to focus on product differentiation in their marketing campaigns approaching the autumn and the lead up to Christmas. Marketing Week reported on the brand’s failure to keep up with the market and compete with rival brands such as Apple. Why has the brand fallen behind on new product development…?
The catastrophic events of the Japanese tsunami also affected the Sony Ericsson brand. It destroyed large amounts of stock and affected the launch of the new Xperia Play gaming phone. There were huge delays in the Xperia Play gaming phone getting to the market and as a result it has meant that sales have remained unfulfilled and, in turn, the company has lost millions. The question is, what is the company going to do to build up brand presence in the market…?
TV, outdoor, retail and digital advertising campaigns. Excitingly this will feature celebrity ambassadors, who they will be however, remains to been seen! The series of campaigns leading up to Christmas are an opportunity for the mobile brand to increase their market share, and this relies heavily on how they pitch the collection and which brand ambassadors they use…perhaps someone better than Jonas Berg, sorry who…?!