We can enjoy the music with walking, running, or wherever you want. The iPod is most famous tool for all people without any doubt, but we called “walkman” is one of the pioneer into this market. They all contributed to expand this market for the consumer and connect it to the digital streaming service.

1. Marketing Case #8

2. Overview of Industry
We can enjoy the music with walking, running, or
wherever you want. The iPod is most famous tool for
all people without any doubt, but we called
“walkman” is one of the pioneer into this market. They
all contributed to expand this market for the
consumer and connect it to the digital streaming
service.
Sony 4th Story
Sony is well-know the company as a pioneer of the portable music
industry. They invented “walkman” it’s one of the first innovative
idea for walking with music. Nowadays, we can enjoy the music
streaming service wherever you want , it includes so many history,
to create this innovation.

3. Twenty-four hour system
Sony’s mind is contributing consumer’s satisfaction. When they
were starting the business for broadcast equipment, they
prepared twenty-four hour system, to contribute the customer’s
satisfaction. It is dramatically effected for differentiation from
others.
24 hours available

4. Simple Targeting
The “Walkman”, developed by Sony, is so simple function, only to
play the music for fan among the youngers. The olders doubt
about this function, but the youngers accepted their innovative
ideas.
Youngers
Olders

5. Demonstration Marketing
For demonstrating their idea, promotion had executed outside,
park, in the train or other exposing places, to imagine their brand
“you can play the music wherever you want”.

6. Name Branding
“Walkman” is one of the revolutionary naming for the non-English
speaking world as a new innovative words. Some tourists from
Japan, brought it to their own country and show it off to their
friends, their brand expanded by word of mouth.
English
Non-
English
Walkman

7. Name Standardization
Finally, the name of “Walkman” would be on the list of the
authoritative dictionaries as a word. After that, they provided its
manual with multi-languages for consumer’s use. Their named
branding strategy enabled into the global market effectively.
Play music