Shohei Toyoda on Sony India’s strategy to lead with cutting-edge audio experiences

Sony India recently launched ULT Power Sound series – a new series of wireless speakers and noise-cancelling headphones. Designed for music lovers, it creates powerful deep sound to make one’s heart pulsate. The new range comprises of wireless speakers ULT FIELD 7, ULT TOWER 10, ULT FIELD 1, and wireless noise-canceling headphones ULT WEAR. All the models in the series have the ULT button, offering signature sound quality by augmenting the music with one or two differing sound modes.

In conversation with Adgully, Shohei Toyoda, Head of Audio Business, Sony India, speaks about the launch of the ULT Power Sound series by Sony, the kind of market research that went behind it, what ULT stands for and the reason behind its name, the TG of the ULT Power Sound Series and its pricing strategy as well as the customer touchpoints. He also sheds light on the strategies adopted by Sony for engaging with the Gen Z audiences for the ULT Power Sound Series and for increasing brand awareness, the USP of the ULT Power Sound Series, the trends, challenges, opportunities in the audio market in India currently and the evolution of consumer behaviour in the same.

What led to the launch of the ULT Power Sound series by Sony and what kind of market research has gone behind its introduction?

The launch of the ULT Power Sound series is a response to the evolving demands of music lovers who seek powerful, immersive audio experiences. At Sony, we continuously strive to innovate and elevate the listening experience. We conducted extensive surveys and focus groups across various demographics to understand their audio preferences and lifestyle needs. Our newly launched ULT Power Sound series is tuned for India, based on several sound-preference field surveys conducted in India. We have strengthened “Deep BASS” and “Attack BASS” for these four new ULT Power Sound Series products. Collaborating with the well-known Indian singer-rapper King allowed us to align our products with the expectations of modern music creators and fans in India.

What does ULT stand for and what is the reason behind its name? Who is the TG of the ULT Power Sound Series and its pricing strategy as well as the customer touchpoints?

ULT stands for ‘Ultimate’, reflecting our commitment to delivering the ultimate audio experience. The ULT Power Sound series is designed to immerse listeners in powerful, deep sound, making them feel like they are in the front row of a live concert. This series targets younger target audience who are music enthusiasts and crave for high-quality sound and deep bass.

Our pricing strategy ensures that the ULT POWER SOUND series remains accessible while offering premium quality and massive bass. We have different models, from the compact ULT FIELD 1 to the robust ULT TOWER 10, catering to various preferences and budgets. Customers can explore and purchase our products through multiple touchpoints such as Sony retail stores (Sony Center and Sony Exclusive), www.ShopatSC.com portal, major electronic stores and other e-commerce websites in India from May 27, 2024 onwards. There will be an additional cashback offer of Rs 6,000 on ULT Tower 10 and Rs 3,000 on ULT Field 7, which can be availed through select credit cards in online and offline channels.

What are the strategies adopted by Sony for engaging with the Gen Z audiences for the ULT Power Sound Series and for enhancing brand awareness? What are its marketing objectives and ad spending?

The ULT Power Sound series is aimed at young people such, who want to feel the powerful sound of being in the front row of an arena at parties with friends and family, at music events, and wherever they are. We believe that people who want to communicate through music will also find it valuable. As for our marketing activities, we have engaged with rapper King as our brand ambassador for the launch of ULT range of products as his influence among the young target audience is in sync with our vision for this newly launched range. On top of this, we have planned several influencer engagements, digital, PR and social media activities. We also have a renewed and attractive shopfront for an engaging customer experience.

What forms the core of the creative communication process/ brand messaging for the ULT Power Sound Series?

At the core of our creative communication process and brand messaging for the ULT Power Series lies a commitment to delivering an unparalleled auditory experience. Our collaboration with the well-known Indian singer-rapper King embodies this ethos, as his music deeply resonates with powerful bass and immersive sound, perfectly aligning with the capabilities of the ULT Power Sound series. Our messaging focuses on bringing the concert experience to our customers, emphasizing powerful deep sound that makes your heart tremble. We aim to highlight the unique features of our products, such as the ULT button for enhanced bass, 360° party sound, versatile portability, and sound field optimization ensuring that users can enjoy high-quality sound anywhere and anytime.

Furthermore, the “For The Music” campaign underscores our dedication to music lovers and creators alike, fostering an authentic connection through superior audio technology. This holistic approach ensures our customers feel the essence of live music with every use.

What differentiates the ULT Power series from other products and how is it going to elevate the audio experience for people?

The ULT Power Sound series stands out due to its combination of powerful bass, versatile features, and innovative design. Unlike other products, the ULT Power Sound series is engineered to deliver a front-row concert experience right in your home or on the go. The inclusion of the ULT button offers two distinct bass modes, enhancing low-end frequencies for a heart-thumping experience. We have also incorporated features like 360° Party Sound and lighting in the ULT TOWER 10, ensuring an immersive audio-visual experience.  Additionally, the ULT Power Sound series is designed with portability and durability in mind, featuring waterproof and dustproof capabilities, making it perfect for any environment. This range truly elevates the audio experience, making music more vibrant and engaging for our users.

How is Sony leveraging AI, social media and influencer marketing for its ULT Power Sound Series for establishing a strong relationship with the consumers leading to brand loyalty?

At Sony, we are strategically leveraging AI, social media, and influencer marketing to create a deep connection with our consumers and foster brand loyalty, particularly with our new ULT Power Sound Series. AI plays a vital role in personalizing user experiences by analyzing listening habits and optimizing sound settings in real-time. This ensures our consumers enjoy a truly immersive audio experience tailored to their preferences.

On the social media front, we engage directly with our audience through interactive content, live demonstrations, and user-generated content campaigns, encouraging our fans to share their unique experiences with our products. This not only amplifies our reach, but also builds a community around our brand. Partnering with musician like King allows us to tap into their extensive follower base and adds credibility to our marketing efforts. King's authentic enthusiasm for our ULT Power Sound Series resonates with his fans, helping us establish trust and loyalty among new and existing customers.

What are the strategies adopted by Sony for reaching the right target audience for its ULT Power Sound Series and to maximise its traction?

At Sony, we have strategically aligned the ULT Power Sound series with our commitment to delivering exceptional audio experiences tailored for music enthusiasts. To reach the right target audience and maximize traction, we have partnered with King, a renowned singer-rapper known for his chart-topping hits and widespread popularity across the country to leverage his immense influence and connect with a broad, passionate fan base. This collaboration is part of our “For The Music” audio brand campaign, which underscores our dedication to high-quality sound and immersive experiences.

We are also focusing on diverse product offerings within the ULT Power Sound series, catering to various lifestyles and preferences – from the robust ULT TOWER 10 for home parties to the portable ULT FIELD 1 for on-the-go music lovers, and the versatile ULT WEAR headphones. Additionally, we emphasize user-friendly features like the ULT button for enhanced bass, sound field optimization, and party connect functionality to ensure an engaging and superior audio experience across all settings.

Our marketing efforts are supported by targeted digital campaigns and experiential events, allowing potential customers to experience the product’s unique capabilities firsthand. Through these strategies, we aim to create meaningful connections with our audience and establish Sony’s ULT Power Sound series as the go-to choice for powerful, high-quality audio.

What are the different occasions for which the ULT Power Series is suitable for and what does its product portfolio comprise of, resonating with the needs and preferences of the target consumers?

The ULT Power Series by Sony offers a versatile range of products perfectly suited for various occasions and preferences of our target consumers. Whether it is hosting a lively party at home with the ULT TOWER 10’s immersive sound and karaoke features, enjoying outdoor gatherings with the portable ULT FIELD 7, or even traveling with the compact yet powerful ULT FIELD 1 speaker, our lineup caters to diverse needs. Additionally, the ULT WEAR wireless noise cancelling headphones provide a personal audio sanctuary for music enthusiasts on the go. With features like deep bass enhancement, durable design, and innovative technologies like Party Connect, our products resonate with consumers seeking high-quality sound experiences tailored to their lifestyles.

What are the trends, challenges, opportunities in the audio market and how has the consumer behaviour evolved in the same over the years? What are the plans of Sony for its ULT Power Series for 2024 and the growth projections?

The audio market has witnessed a significant shift towards premium sound quality and immersive experiences. Consumers are increasingly seeking products that deliver powerful bass and enhanced features such as noise cancellation and wireless connectivity. Challenges in this space include meeting evolving consumer demands while maintaining sustainability practices. Sony recognizes these trends and is committed to delivering innovative solutions with our ULT Power Series. In 2024, we plan to expand our ULT Power Series lineup, including the ULT TOWER 10, ULT FIELD 7, ULT FIELD 1 speakers, and ULT WEAR headphones. We aim to continue leading the market by providing cutting-edge audio experiences that resonate with our customer.