Later today, Sony Australia will announce it is offering 3-year manufacturer’s warranties across its entire Bravia range. This promotion is intended to highlight the durability of Sony’s LCD TV range, assist retailers in selling Bravias and provide a point of difference to Sony’s competitors, the majority of which only offer 1-year warranties on their panels.
This offer will be valid from tomorrow, Thursday 1 October 2009, through until 31 December 2009. Current.com.au asked Sony deputy general manager of consumer products, marketing, Toby Barbour, if he was worried this promotion would take profits away from the retailers who made money off selling extended warranties.
“From our research, we understand retailers have equal success selling extended three year warranties and five year warranties,” replied Barbour. “While this promotion adds instant, off the shelf value to our whole BRAVIA range, it does not limit additional sales opportunities. These could include further warranty offers, or other complementary home theatre products such as Blu-ray players, HiFi and home theatre systems, as well as the new PlayStation 3, with BRAVIA Sync compatibility.”
This promotion harnesses a more subtle approach to promoting the Bravia range, especially when compared to Sony’s incredibly successful PS3 giveaway 12 months ago. Barbour said that the genesis of this promotion was consumer feedback.
“Our conversations with consumers have revealed that the post purchase experience is one of the key concerns when buying into the consumer electronics category.
“It has been identified as one of the factors that may lead to a consumer paying less for a product. Offering post purchase reassurance in the form of an extended warranty not only reinforces the value in our BRAVIA range and in the category as a whole, but it provides customers with immediate confidence that their choice will deliver to expectations once they’ve taken it home.”
With the traditional Christmas sales period now just weeks away, we asked Barbour how important Bravia sales were to the success of the local Sony brand.
“Our BRAVIA line-up is the lynchpin in the Sony product range, leading our sales and providing greater connectivity opportunities across our other categories.
“Coming into the Christmas sales period, BRAVIA will continue to play an important role, with the warranty promotion providing that additional post purchase reassurance.
“December sales are an important time for the TV category, and we expect this year many Australians may opt for the one big Christmas purchase for the whole family, such as an LCD TV.”
Sony’s 3-year warranty on Bravia LCD panels will apply to the following series: WE5, Z5500, ZX1, W5500, V5500, XBR, S and EX.