Sony 2011 Annual Report Download - page 32

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2430
Enhancing Sony’s respected brand strength through
a carefully tailored channel strategy
As with its operational structure, Sony recognized the importance
of having an effective channel strategy that takes into account
regional differences. In addition to national chain stores that cover
many areas in India, we have regional chain stores in specific
areas, and both types of stores continue to see sales growth. In
India, there is not a single chain store network of identical stores
in every city and town in the country; rather, store configurations
differ from region to region. For this reason, we are seeking to
increase the number of contracted subdealers we work with.
To enable us to communicate the Sony brand message to
consumers directly, we have established a network of approximately
270 Sony Center and other branded shops nationwide. Branded
shops sell not only electronics products, but also PlayStation®
products and Sony Ericsson mobile phones, among other
products. Branded shops thus contribute to an enhanced brand
image, as well as to greater recognition of the Sony name.