Sony cuts prices to push up sales.

: Sony India has decided to reduce prices of some of its models to push the brand into a more affordable bracket in India.

Teruo Ishii, managing director told ET that having build the necessary infrastructure and network and consolidated Sony's brand image among consumers, the company now wants to accelerate its market penetration efforts.

"We have set ourselves a target to be among the top three consumer electronic companies in the country. We have been able to reduce prices on our products due to lower production costs, thereby making Sony more affordable to aspiring consumers and in the process achieve more sales,'' he said.

The company recorded a market share of 3.7 per cent in the colour television according to ORG-GFK figures for November '01. The delineation of the premium segment in most of the product categories is changing with more upgrades and newer product innovations, company officials said.

"Hence our flat CTV range spans a larger price point scale catering to different segment and needs. Our new introductions have to be backed with aggressive promotions to capture the mind space of our target audience" he said.

Sony India is also planning to test market some high value-added products from its international line-up and once the market for these products expands, the ...