 |
The following information is true and accurate at the time of publication.
January 8, 2003
Renewing the Aiwa Brand
Strengthening and Expanding
Sony's Electronics Business
Sony today announces its strategy for
renewing the Aiwa brand and introduces a new Aiwa logo.
The logo symbolizes the dynamism of the renewed Aiwa brand
as it creates business for a new era and it will be deployed
globally, starting with products in the domestic market
from February 2003.
Sony envisages Aiwa as a brand targeted mainly at young
people, offering simple and easy-to-use products for the
"private space" where you can enjoy your individual lifestyle.
As Aiwa's brand development moves forward, the Aiwa Business
Center (established December 1, 2002; Masaru Hirauchi, President)
will use Sony's production and sales platform to build operations
that respond speedily and efficiently to changes in the
market.
In the Japanese, American and European markets which are
mature in terms of AV products, a new brand image will be
created for Aiwa. The emphasis will be on cutting-edge products
such as "Net MD" and digital still cameras which can connect
to PCs, allowing consumers to quickly and easily enjoy content
(movies, music etc.) This will be accompanied by an aggressive
advertising campaign.
In the Latin American, Asian, Middle East and other markets,
growth potential is still envisaged for AV products. For
these markets, Aiwa will work to strengthen its product
appeal and develop business strategies optimized for each
region.
Furthermore, for the American market which is distinguished
by the prominence of large-scale retailers and distributors,
Aiwa Strategic Accounts Partnership, Inc. (ASAP) has been
established on November 1, 2002 to handle the sales and
marketing of Aiwa products.
ASAP will endeavor to create a new marketing model which
will reduce operational costs to the lowest possible level.
Fixed costs will be strictly controlled, while Asian production
centers will be directly linked by a supply chain to major
distributors/retailers in the United States.
Sony aims to strengthen its overall electronics business
by creating new opportunities for the Aiwa brand as it moves
into previously unexplored areas, and also to offer customers
the enhanced choice of the Sony or Aiwa brands to fit their
usage or lifestyle requirements.
|
|
|
|
