Sony Bloggie

1. INTRODUCTION

1.1 Executive Summary

This report aims to provide a strategic guide as to how Sony Bloggie can market itself to become a strong brand in Singapore digital camera industry. The main body of this report delineates a detailed strategic marketing plan to market Sony Bloggie into the local market. It is extremely important to understand the primary targeted consumers' behaviour in order to promote Bloggie successfully. To understand better, a survey was conducted with 168 respondents aging between 18 to 35 years old who has the ability to buy a camera and who actually blog.

1.2 Assumptions

There are several assumptions made during the process of writing this marketing report, including:

* The analysis, figures and estimations used are in the context of the local market.

* The comparisons among competitors are limited to only those that are more relevant and/or popular within the local digital camera market.

* The budget is based on online research to great extent, but not 100% accurate.

2. SITUATION ANALYSIS

2.1 Current Marketing Situation

2.1.1 Market Description

Sony Bloggie, is an easy pocket-sized gadget, as the name suggests aimed at those that like to blog their life. The small, sleek form pocket camera pricing at just $399, stands out with excellent video quality at a variety of resolutions, and offers features to satisfy most users despite having poor low light performance and minor drawbacks. Bloggie Touch's ideal audiences are targeted on teens and youngsters who will capture life's milestone moments in a whole new way anytime, anywhere.

2.1.2 Product Review

The portable Bloggie Touch is a slim and stylish camcorder, design with simple key operation, seamless integration with social network services such as YouTube, Facebook and Flickr for intuitive shooting and sharing. It comes with Steady Shot image stabilization for smoother footage, Face Detection technology, a built-in USB arm, internal memory, built-in rechargeable battery, embedded Bloggie software, and HDMI output. Memories can be relived in dazzling clarity as they display correctly oriented on the big screen. (Sony n.d.)

2.1.3 Review of Competition

Pocket cameras are getting increasingly popular and Sony company attempt to compete in the "Mpeg4 space", a reference to the file format used by pocket camcorders such as the Bloggie and the hugely popular Flip range of video cameras for easy sharing on the Internet with family and friends. The Bloggie is similar to competitors like Flip