Tadato Kimura, Sony India’s marketing head, on selling the entertainment experience in the country
A law graduate from Kyoto University, Japan, Tadato Kimura has been associated with Sony Corp for the past 12 years. Prior to his assignment as General Manager, Marketing at Sony India, Kimura was with Sony CIS, based in Moscow as Senior Manager in charge of marketing. He was responsible for marketing VAIO notebooks as well as Sony’s direct business in Russia.
A nature lover, Kimura’s hobbies include travelling, reading and watching movies. He dreams of setting up an entertainment centre that is fuelled by Sony’s offerings in technology, music and entertainment.
My most memorable marketing initiative
One of the most memorable marketing initiatives has been the launch of 3D home entertainment solutions in 2010. Sony India aimed at establishing the 3D culture in India and making it easily available to a wider audience by launching 3D-enabled hardware products and software content.
As a marketing initiative Sony started a unique ‘3D World Road Show Campaign’ to make consumers aware of the 3D offerings. This promotional activity involved experiential kiosks set up in malls, airports and stores across the country. The kiosks were enclosed from three sides and equipped with 3D Bravia TVs at the front which helped consumers enjoy the 3D TV viewing experience to the hilt. We also initiated a 3D movie screening in a cinema hall to showcase the real essence of 3D, which was highly appreciated by the audience.
Of course, all this was backed up by aggressive PR and Web promotion. Last year, we also opened the Sony Media Technology Centre in Mumbai where students can learn the art of 3D film-making.
My first product launch
During my tenure in Thailand, I handled the launch of Vaio and it was my first product launch as well. The experience of launching such an exciting category was very insightful and memorable as the product was very well received in the country.
A great idea that never took off
Opening an entertainment hub, which would have a combination of technology and human brilliance by using an array of Sony products, music and entertainment is a dream yet to be fulfilled. It will bring all our forces together and create a great entertainment zone for the consumers to have an unforgettable and ultimate experience.
A setback that I have learnt from
Launching a product in the market before doing proper customer and market survey has often resulted in uneven sales. Over the years, I have learnt that customer feedback is vital to make a business work, and getting the correct customer feedback can bring a positive change in your business outlook.
My marketing idol
I admire Steve Jobs as the creator of one of the most iconic contemporary brands. He always inspires me to think out of the box and break the rules of the games once in a while.
Where I get my insights from
As a company our culture is to have a close relationship with our dealers, who are the crucial link between us and our customers. Hence, they are a source for insights. Also, I like to walk in to stores as a plain customer and see reactions of other buyers, which is extremely enriching.
One great takeaway from University
Apart from great education, I have been able to foster some great relationships from my university. I have learnt the art of living from my friends across the world and we keep sharing anecdotes of our learnings, success and failures to improve our lives.
Crystal gazing into 2013
Social media has gained tremendous importance. Right from market research to product testing and sales to after-sales, it plays an important part, given its real-time and highly engaging model. The digital revolution has become a rage and our engagement with it will only multiply manifold in the future.
No comments:
Post a Comment