Wega, launched in October last year, was brought into India within six months of its global launch. But this time round Sony wants to communicate its virtues to the consumers. Audio advertising spends too have been upped from less than Rs 3 crore last year to over Rs 5 crore. In audio, the communication will take a strong product-centric route, making the product a hero rather than the brand's strong lineage. If it were to give a push to brand-building, it can reverse the process.
Technology can never be a stable or lasting platform.
Already, rivals are stepping into the market with their own offerings. Currently, Philips and Samsung are in the 29-inch flat screen segments but want to bring other sizes within the next six months. LG also announced its entry two months ago. Once others enter the fray, holding on to higher prices will be tough. Marketers also believe that shifting totally to flat screen technology may affect Sony's price competitiveness, particularly in the smaller, non-metro markets.