Sony has always been known for top quality components in its consumer electronics products but now the company is looking to broaden its appeal to a greater number of consumers by manufacturing and marketing televisions created for discounters, including Wal-Mart and Target.
Randy Waynick, senior vice president of marketing for Sony Electronics, told News.com that the company has developed a "unique series of models" of liquid-crystal display (LCD) televisions that would be available only for sale in the big boxes. Sony intends to continue offering its more upscale items in specialty electronics dealer stores.
Sony, according to the article, appears to be taking this value price approach to help it deal with low-price competitors that have made some noise in the big screen television market. Prices have been dropping in the category (down around 3 percent), but Sony has continued to drive sales while raising its retail (up 10 percent).
Discussion Question: Are televisions becoming a commodity category? Will Sony's targeting of discount store shoppers hurt its image for design sophistication and product performance with more well-heeled consumers?