Magazine article Marketing

Sony Blasts Rivals with 18m Pounds Sterling Drive

Magazine article Marketing

Sony Blasts Rivals with 18m Pounds Sterling Drive

Article excerpt

Sony blasts rivals with 18m [pounds] drive

Sony launched its biggest UK marketing campaign ever this week with a rocket from its managing director for rival budget-slashing "Jeremiahs".

In an unprecedented outburst Sony managing director David Pearson attacked "Jeremiahs talking about a complete collapse of the industry" as he revealed that Sony will spend a record 18m [pounds] over the Christmas period.

Several big brands have already reined in their autumn campaigns while others are uncharacteristically quiet about their marketing plans. Toshiba -- traditionally one of the sector's most visible brands -- will not be on TV at all this Christmas for the first time in five years. Tosh and Thingamyjig have been shelved for "value added promotion" instead.

"Many companies are cutting back," says Pearson. "Normally my policy is never to make comments about rivals, but I have to say that those policies are short term, negative and self-fulfilling. If you reduce budgets with the expectation that the market will be smaller, it will be smaller."

The company claims the brown goods market has actually risen by 0. …

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