Sony Cyber-shot grew 45% (Qty.) in FY11, higher than the digital still camera industry growth rate of 40% (Qty.)
Plans to sell 14 lakh (Qty) units in FY12 as compared to 11 lakh (Qty) units in FY11
Allocates Rs.50 crore to promote ‘incredible zoom. incredible details’ campaign with Brand Ambassador, Ms. Deepika Padukone
Expands channel network to 3,000 in FY12, up from 2,500 outlets in FY11
Bhubaneswar, April, 2012: Sony India reinforces its No.1 position in the digital still camera market with an aim to capture a very dominant 45% share (Amt.) in FY12.
Sony India witnessed a tremendous growth rate of 45% (Qty.) in FY11,
beating the industry growth rate of 40% (Qty.), and is therefore very
confident of achieving this market share. Sony plans to sell 14 lakh
(Qty.) units of these Cyber-shot units in FY12, overcoming its last
year’s sales of 11 lakh (Qty.) units. The Digital Still Camera Segment
in India stood at 33 lakh (Qty.) units in FY11 and is expected to
increase to 42 lakh (Qty.) units by FY12. Sony has launched a slew of 34
new Cyber-shot cameras – H, W and S series,
to suit the varying palette of the Indian customers. The introduction
of new Optical Zoom and Steadyshot, enhanced Low-light performance and
Fast Auto Focus will deliver slimmer designs, bigger zooms, and
unsurpassed image and movie quality to users who love taking pictures
wherever they go. As part of its marketing strategy, Sony plans to pump
in an investment of Rs. 50 crore towards a multi-media brand campaign,
‘incredible zoom. incredible details’ with its Brand Ambassador of two
years, Ms. Deepika Padukone. Not only this, Sony plans to increase the
counter share to 3,000 outlets, up from 2,500 outlets in FY11 to reach a
wider customer base in India.
Buoyed by the tremendous performance of the Sony Cyber-shot brand in India, Mr. Masaru Tamagawa, Managing Director, Sony India,
said, “We have received a lot of love for Sony Cyber-shot in the Indian
market and we will continue to innovate and create, bringing new
technology, design and excitement to our customers. The High Zoom in
our new Cyber-shot line-up helps capture exceptional picture quality and
great detail, even when zoomed in considerably, thus being an absolute
delight to photography connoisseurs.” He added saying, “Sony innovation
will continues to drive the world of imaging forward, and ensure that
our products will keep breaking new ground and earn customer acclaim.”
In the new Cyber-shot range, comprising of total 34 models, at least 8 models have Super High Zoom up to 30X and another 8 offer Compact High Zoom with 10X, to capture the smallest of details even from a distance.
Most of these cameras are powered by the combination of Optical Zoom with Optical Steadyshot, Super Quick Focus and Superior Intelligent Auto (Superior iAuto) technologies which allows users to capture every moment in its exuberance, giving exceptional picture quality and great detail even when zoomed in considerably.
conventional cameras have issues while auto-focusing because Focus
calculation becomes heavy under certain conditions. Thanks to the new Superior Quick Focus technology and intelligent processing in Sony Cyber-shot cameras, it offers clear and instant Auto Focusing.
The Optical Steadyshot technology
combines Horizontal-Vertical Shake Protection and Gyro-sensor
Correction, thereby minimizing hand-shake and allowing steady and crisp
images, even when Zoomed In.
Superior iAuto takes multiple pictures and combines them instantly and as a result, users get the best images with crystal clear details.
exciting colors in this range, soft and soothing baby pink to chic sky
blue, makes photography fun and stylish for the youngsters. The new
Cyber-shot range will be available from Rs. 5,490 to Rs.27,990 at Sony Center, photo channel outlets, consumer electronic stores and leading national retailers across the country.
is also set to launch its multi-media brand campaign across India,
touching upon various media vehicles such as Television and Print
commercial, shop-front, PR and web activities. Featuring Brand
Ambassador Ms. Deepika Padukone, the ‘incredible zoom. incredible details’
commercial oozes a carnival feel. It opens with a Brazilian celebratory
theme, where Deepika finds herself immersed in the hue of colours and
the upbeat festival mood. She begins to imagine herself as a carnival
dancer while capturing the pictures with her Sony Cyber-shot. The mood
of the commercial is upbeat, vibrant and remarkably, lively. Sony India
plans to invest Rs. 50 crore towards marketing of Cyber-shot in FY12.
believes a robust distribution network is essential to the growth and
sales of Cyber-shot cameras and hence plans to strengthen its current
channel base to 3,000 counters in FY12, up from 2,500 counters in FY11.
The current 2,500 outlets are distributed amongst 300 Brand Shops, 1,200 Photo stores and 1,000 consumer electronic stores including National Retailers.
About Sony India Pvt. Ltd.
India is one of the most recognized consumer electronics brand in the
country, with a reputation for new age technology, digital concepts and
excellent after sales service. In India, Sony has its footprint across
all major towns and cities in the country through a distribution network
comprising of over 5000 dealers and distributors, 270 exclusive Sony
outlets and 20 direct branch locations. Sony India also has a strong
service presence across the country with 255 service outlets. Manned by
customer friendly and informed sales persons, Sony’s exclusive stores
‘Sony Center’ are fast becoming the most visible face of the company in
India. A distinctive feature of Sony’s service is its highly motivated
and well-trained staff that provides the kind of attentive and sensitive
service that is rare today.