Sunil Nayyar, Senior General Manager, Sales, Sony India started his career when he joined Sony Gulf’s sales team in charge of North and East Africa, Russia, Lebanon, Syria and various other GCC Countries. With extensive stints in Kenya and Saudi Arabia, Sunil moved Sony India as its sales head in 2005. An alumnus from IMT (Ghaziabad) with Marketing and Sales as major subjects, Sunil’s experience prior to joining Sony includes various positions in sales and operations at Kwality Walls during years he spent in the company.
Sony India is one of the consumer electronics brand in the country. It has its footprint across all major towns and cities in the country through a distribution network comprising of over 5000 dealers and distributors, 270 exclusive Sony outlets and 20 direct branch locations. Sony India also has a strong service presence across the country with 255 service outlets.
Replying to Yash Ved of IIFL, Sunil Nayyar says “Sony India expects 30% of its total sales from 3D by 2012.”
Are you planning to focus more on 3D Home entertainment Solutions?
Sony India expects 30% of its total sales from 3D by 2012 and this goes to prove that 3D technology is extremely important for the company.
Sony has been actively involved at every stage of the 3D value chain and draws on the strengths of ‘3D World created by Sony’, which encapsulates its expertise in professional solutions, consumer electronics, movie making and gaming alike.
When Sony launched 3D in India in September 2010, it introduced an array of 3D products including 4K projector with lens, professional cameras, BRAVIA LCD TVs, Blu-ray disc products, digital still cameras, VAIO laptops and PlayStation.
At the time of the launch, Sony also allocated a budget of Rs. 500mn towards a multi-media campaign, which included Above-the-line (ATL) and Below-the-line (BTL) activities to promote 3D. The 360 degree communication campaign included television commercial, print advertisements, online promotion, out-of-home and shop-front activities. 3D road show was also organized in multiple cities, which was a huge success with people experiencing Sony’s 3D quality at these kiosks.
Very recently, Sony Corporation, in association with Whistling Woods International established Sony Media Technology Center to provide its expertise in 3D film and broadcast technologies as well as focus on the proliferation and development of 3D in Indian entertainment industry.
What is your market share in cameras? What is the Digital Cameras sales revenue target for FY11?
The total camera market in India, currently pegged at Rs 17.50bn for FY10, is growing at 30% per annum. This is expected to reach Rs 22.50bn by FY11.
Sony India has been maintaining its No.1 position in the camera market with 35% share in FY10 and we plan to maintain the high growth momentum by capturing 40% of the total pie by FY11.
In alignment to this, Sony’s digital camera sales revenue is estimated to go up from Rs 6bn to Rs 9bn by FY11.
Digital Imaging Category contributes 20% to the overall sales of Sony India
How much are you planning to spend on Advertising?
Sony India has allocated budget of Rs 3.5bn towards marketing activities in FY11.
Our campaigns for FY11 include:
BRAVIA campaign (Feb – Apr 2011):
Mr. MS Dhoni was appointed as Brand Ambassador for Sony India to promote ‘The Incredible Game in Sony High Definition’ campaign during World Cup 2011. This multi-media campaign included more than 3000 TVC spots across 19 leading channels, print campaign across 36 top media and a very impactful outdoor campaign with more than 100 billboards across the country. Apart from extensive web promotion, a dynamic shop-front was also an integral part of Sony’s communication campaign. A total investment of Rs100 crore was made towards this campaign.
Details of VAIO campaign (July - Aug 2011):
Sony launched ‘More Colour.More Style’ VAIO brand campaign featuring its popular Brand Ambassador, Ms. Kareena Kapoor. VAIO is different, vibrant and ultra stylish and makes for a perfect lifestyle statement, and this message was reinforced in the new brand campaign. The brand campaign is being supported with extensive Above-the-line and Below-the-line activities, including print and television commercial, Web, PR, cinema and shop-front, for which the company has lined up an investment of Rs. 50 crore.
What are you plans for VAIO in India? What percentage of revenues comes from VAIO?
Sony India plans to double its sales from VAIO in FY11. We aim to sell 5 lakh product units across India. VAIO is already the fastest growing laptop brand in India (according to IDC report 2010) with more than 100% growth and the new product line-up will ensure that it becomes even closer to the Indian audience.
VAIO contributes 20% to total sales of Sony India
What are the new products launches for FY11?
Sony has introduced new products across each product category, including BRAVIA, VAIO, Digital Imaging (Cybershot and Handycam), Home Audio Video etc.