Sony HandyCam: Shoot. Eject. Play. Profit - IPA Effectiveness Awards Case Study 2006

Brief Description: The consumer electronics market is changing as digital technology erodes product differences and new innovation is quickly copied or bettered. Against this backdrop, the importance of good marketing and a strong brand in shaping consumer decision is elevated. This paper demonstrates how Sony's decision to reinvest behind camcorders, a category heading for commoditisation, paid back. The campaign both grew sales and share, and stabilised prices with the advertising generating significant returns. The paper shows how accompanying a better product with effective advertising promotion results in incremental sales and profits ;---(TAGS)--- Full Title: Shoot. Eject. Play. Profit. How reinvesting in camcorders reaped rewards for Sony ; Number: 2006/13 ; Brand Name: Sony Handycam ; Client: Sony ; IPA_ProductCoding: Photographic (Cameras/camcorders etc.) ; Agency: Fallon London ; Author: Caroline Collinson-Jones ;