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Sony Walkman TPS L2

The Sony Walkman TPS-L2 was launched in 1979 in Japan as a portable audio cassette player targeted towards students and young people. It was marketed under different names in various countries like Walkman in Japan, Soundabout in US, and Freestyle in Sweden. Sony used various marketing strategies like free distribution to influencers, portraying it as a hip cultural item, and using young people in advertisements. Over time, Sony launched various successors to the Walkman to meet the needs of new generations, including CD Walkmans, Video Walkmans, MiniDisc Walkmans, and Network Walkmans.

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Sahil Panjwani
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666 views

Sony Walkman TPS L2

The Sony Walkman TPS-L2 was launched in 1979 in Japan as a portable audio cassette player targeted towards students and young people. It was marketed under different names in various countries like Walkman in Japan, Soundabout in US, and Freestyle in Sweden. Sony used various marketing strategies like free distribution to influencers, portraying it as a hip cultural item, and using young people in advertisements. Over time, Sony launched various successors to the Walkman to meet the needs of new generations, including CD Walkmans, Video Walkmans, MiniDisc Walkmans, and Network Walkmans.

Uploaded by

Sahil Panjwani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Sony Walkman TPS L2

Kapil Agarwal
10DCP-071
Introduction
 Launched in 1979 in Japan.
 Sony Co-chairman to young designers of

Walkman-
We
are targeting students and young people
and we should launch it before summers
for less than 40000 yen.
 The Co-chairman disliked the name but

by that time it was already launched.


 1st sale in Japan on July 1st,1979.
Target Market

 Students and young people.


 Method of marketing to an extremely

expansive user base while maintaining the


idea that the product was made for each
individual got the name mass marketing
and personal differentiation.
Marketing concepts

 Promotion Concept: It was the First


advertisement of the Sony marketing team
in 1979 named ‘Bridging the difference’.
Free distribution to influential individuals
like magazine editors and musician.
 Marketing(Pull) Concept: Needs of the

consumers were identified wherein the


product had latent demnd.
Filling Socio-cultural differences

 Marketed as Walkman in Japan, Soundabout


in US, Freestyle in Sweden and Stowaway in
UK.
Sweden objected to illicit commotations of
the word Stowaway, the reason behind its
launching as Freestyle.
 Portrayed it as a culturally ‘Hip’ item.
Demographic influence
 Two words ‘Walk-man’ and ‘Walk-woman’
were used to handle the demographic
influences of gender difference.
 In UK, came up with two mini headphone

jacks, permitting two people to listen at the


same time.
 Used only young people in advertisements

to create a age factor in the purchasing


behavior of the consumers.
Positioning the product

 Positioned the product so nicely that people


make it an integrated part of life.
 Targeted the utilities like youth, activity,

sport, leisure, outdoors, fitness, health, etc.


 Launching it at the price less than 40000

yen.
Handling Competition
Amid fierce competition, primarily from Toshiba
(the Walky), Aiwa (the CassetteBoy) and Panasonic,
by the late 80s, Sony upped the ante once again by
creating the playback-only WM-DD9, launched in
1989 during the 10th anniversary of the Walkman
and became the holy grail for a niche group of
cassette Walkman collectors. It is the only auto-
reverse Walkman in history to use a two-motor,
quartz-locked, disc drive system similar to high-
end home cassette decks to ensure accurate tape
speed for both sides of playback.
With time…….. launches to meet new
generation needs
 CD Walkman (Discman)
 Video Walkman
 MiniDisc Walkman
 NetMD
 Hi-MD
 Network Walkman
 NW-MS7
 NW-MS90D
 NW-HD1
 NW-HD3
 NW-HD5
Tough road ahead
Thank You

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