Sony reaching out to Sabah customers


  • Business
  • Saturday, 14 May 2005

By Ruben Sario in Kota Kinabalu

Electronics giant Sony (Malaysia) Sdn Bhd is working towards building closer links with its Sabah customers by initially staging a three-day roadshow of its products here. 

Over the long-term however, the company is looking at setting up of its own Sony Direct retail outlet in the state capital by year-end, head of product marketing division Nobuyasu Nozawa said. 

The Sony Kaamatan or Harvest Festival Roadshow that kicked off here yesterday was among the new marketing activities initiated by the company, he said. 

“Recently we spearheaded a new brand positioning known as “like.no.other”, which represents Sony’s DNA and legacy to reaffirm our position as the best in the category and to strengthen our proposition for the home, office and mobile environments.  

With this new positioning, unique ideas such as having a thematic roadshow in line with local cultural activities are some examples of new marketing activities introduced to pro-actively reach closer to our customers,” he said at the launch of the roadshow at the Centre Point shopping centre here yesterday. 

Assistant manager for sales department Douglas Chung said the company had been looking into the possibility of setting up its first Sony Direct retail outlet in East Malaysia since last October but had not found suitable premises.  

He said there were six Sony Direct outlets in the Klang Valley which were the company’s “touch points” with its customers.  

“We can becmore in tune with our customers' preferences as well as venture into various marketing activities through such an outlet,” he added. 

Chung said different markets had different preferences, so Sony had come up with a TV set with built-in karaoke function, as this was popular in Sabah.  

“We also came up with a video camera or camcorder for the East Malaysian market which retails for RM999,” he added. 

Among the events at the Sony roadshow that ends on Sunday include the first-ever appearance in Sabah of the company’s entertainment robot, Aibo, and karaoke and Walkman bamboo dance competitions. 

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