Sony gears up for aggressive campaign to boost turnover

  • Business
  • Saturday, 26 Apr 2003

SONY (M) Sdn Bhd is banking on a newly introduced broad range of new products and a more aggressive advertising and promotional campaign to boost its turnover by 20% for the financial year ending March 31, 2004 from RM600mil previously, managing director Kazuo Suyama said. 

Its managing director Kazuo Suyama said the company would invest about RM15mil in advertising and promotional campaigns this year. 

“Some of the funds would be channelled to promote the company's 'Ubiquitous Value Network' (UVN) programme in Malaysia,” he told reporters after the launch of the company's latest range of products in Putrajaya yesterday. 

UVN refers to an environment where personal computers and consumer electronic devices are connected seamlessly to each other and to the network, giving users easy access to rich content or services anywhere and at all times. 

Kazuo Suyama

“The future is in broadband and our new products will be compatible with broadband applications,” he said, adding that Sony Malaysia's UVN programme was developed to promote this new generation lifestyle. 

“We ran two regional advertising campaigns called 'Butterfly & Whale' to showcase the benefits of UVN using a combination of Sony network products to demonstrate how wireless communication technology provides simple solutions to enhance people's lives,” said Suyama. 

Sony Malaysia will also be working closely with its counterparts from Sony Music Entertainment and Buena Vista Columbia Tristar Films, a local distributor of Sony Pictures Entertainment, to promote UVN as a whole.  

Besides the usual mass advertising approach, the company would adopt a new personalised advertising approach to offer customised product solutions to different target customer groups, Suyama said. 

The three categories of products launched yesterday by Sony Malaysia were Memory Stick Pro (model MSX-1G, MSX-512 and MSX-256), DVD recorder (model RDR-GX7) and a new range of cyber-shot digital still camera (model DSC-P10 and DSC-P92). 

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