Marketing Strategy Of Sonic Marketing

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Sonic is about to enter a mature and highly competitive PDA market. Founded eighteen months ago, the company was birthed by two entrepreneurs highly skilled and knowledgeable in telecommunications. They are preparing to present their first product, Sonic 1000 PDA. The Sonic 1000 offers wireless networking, digital technology, dual phone use, 20 gigabytes of memory, four megapixel camera, and voice recognition hands free operation (Kotler & Keller, 2009, p. A5). A marketing consultant group has been secured by Sonic to analyze its current marketing plan. In this paper, the task of marketing this product effectively will be analyzed by segmenting what markets are open to Sonic’s brand awareness, targeting the markets for product consumption and repositioning Sonic’s marketing strategy for meeting consumer and marketing goals.
According to the Nielson 2010 Media Industry Facts, “223 million people in the United States are cell phone users, with 16.7 million being web users and 18% being smartphone consumers respectively” (Tippin, 2010). Global cell phone users have increased with the highest being in the Asia-Pacific region over the past decade. Those companies dominating the market in cell and smartphone use are in orientation of greatest to least: Nokia, Samsung, LG, Motorola, and Sony Ericson (Tippin, 2010). The Sonic 1000, desires to reach the status of these cell and smartphone brands listed above. However, new research associated with these phone brands shows greatest competition with the Android phones, Blackberry’s, and iPhones. These phone types have been able to appeal to the markets of young business professionals, medical consumers, college, and high school students due to its various applications, social networking ...

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...o (Matthew Broersma, 2001). For example: – buyers are want a PDA with fast processor (with the maximum 624MHz speed) because slow processors in a number of PDAs (see table 1.1.2 in appendix) are interrupting the operation, reducing the speed of function, and also disabling the users from carrying out the multimedia activities (see table 1.1.3) smoothly plus speedily (Bleeping Computer, 2004). In addition, buyers are want a PDA with minimum 6 hours of battery life (such as in Casio E-115) because short life batteries are running out quickly in a number of PDAs (see table 1.1.3) whenever the users using the multimedia features (for example: – Bluetooth, WI-FI, digital camera, Window Media Player and so on) for the outdoor activities (Adrian Wong, 2008). Furthermore, nowadays buyers are not only wanting a PDA with basic features but also with advanced features such as:

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