Sony Dash Marketing Strategy

In: Business and Management

Submitted By verohalliwell
Words 381
Pages 2
Target audience:
Highly-educated, ethnically mixed, technologically sophisticated single individuals and couples aged 20-45 with no kids yet. College graduates, white-collar professionals, entrepreneurs either living in comfortable and trendy neighborhoods near the city or in deluxe apartments downtown. You will find them close to the action on the edges of downtown, fitness clubs, casual restaurants, theaters, clothing boutiques, art galleries and trendy bars and clubs. They are health minded, go to the gym and consume organic food. Median household income is 80,000 dollars.
They are likely to have the latest cell phones, home theaters systems, big flat screens, personal computers and laptops. This means they are pro-technology and early adopters. They consider themselves technically competent, interested in friendly offerings rather than complex ones, though. They are then heavy technology users but they do not possess a table or kindle yet. Although they are in a financially well-off position, they are still price sensitive when it comes to shopping products, as they are putting money aside for the future (uncertainty about the economic situation, college funds for kids, etc).
She wants a device that will accompany her while cooking, she wants innovative and interesting recipes, she wants to listen to her favorite music through Pandora, check her horoscope and answer emails conveniently. He wants to check the weather, the traffic and the Wall Street Journal. They want to check their social networks and watch movies from Netflix at night.

Message strategy:

Believe in a High-Tech Alarm clock that will make you want to wake up every morning. But not only that, believe in an all in one home-improving dash, that will deliver wirelessly to your home anything you need and in the moment you need it from the net. Believe in a deluxe way of starting your day. In…...

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