Sony is not differentiated enough to compete on the level of Apple. So people buy its competitors Samsung and LG, which make product that looks about the same and is perhaps not of equal quality, but 'good enough'.
The brand needs to really differentiate itself if it wants to charge more and win loyalty.
Arthur Wester, Designer - January 30, 2005
Just a couple of years ago, I bought a Sony digital radio and a DVD recorder because all they did was say: 'It's not a trick, its a Sony.' Today, Sony should work hard to re-establish a brand proposition on the meta-level. Make it bigger, more stylish or faster or more compatible... Sony needs to stake a new claim. It's not a trick, it's strategic branding.
Tillman Bardt, Advertiser - January 30, 2005
I prefer the Sony brand over the rest, however I believe Sony should work harder at differentiating technology and design. I also think that Sony should identify one or two items and focus on core capabilities so that it can excel.
Jerry Patton, Technician, Hospital - January 30, 2005
Anyone who has ever used a Sony product can attest to the quality. However LG & Samsung are definitely taking a bite out of Sony's market share by releasing new products in the US earlier.
I have been to Japan a few times and have noted the more innovative products are released locally before the rest of the world. Perhaps Sony would be viewed as more of an innovator in the U.S. if they released new products in Japan and the U.S. simultaneously.
Sarah Kong, Health Service Specialist, Cigna Health Care - January 30, 2005
One thing Sony can do to survive in the marketplace is to position its brand clearly. Some research needs to be done; but itís safe to make the assumption that the Sony product does not appeal to buyers focused on price points and customers who want to improve their image.
Sony products are just not designed well anymore. That leaves roughly the upper middle tier of customers that buy from Sony. These customers purchase products for quality and loyalty. These are customers who cannot afford expensive, well designed products but do not want to buy junk.
Sony should pull out of the low-cost market immediately then focus on technology and programs that focus on existing customers. Existing customers will prove huge to the Sony brand going forward.
Jon Geletka, Marketing Communications, ITEC - January 30, 2005