Case Study: Sony Electronics gains marketing visibility and transparency with Consumer Goods Technology

Sony Electronics Inc - Custmer Case Study

Sony Electronics Inc. faced a significant challenge due to its siloed organization, which made it difficult to develop an integrated marketing plan. The company struggled with limited visibility into marketing project processes, an inability to fully track budgets, and a lack of a central repository for creative files and campaign calendars. To address these issues, Sony partnered with Consumer Goods Technology and its integration partner, Hitachi Consulting, to implement a Marketing Resource Management (MRM) solution using Microsoft Enterprise Project Management (EPM).

The solution provided by Consumer Goods Technology centralized marketing planning into a single, web-based system with a consistent interface. This offered Sony's leadership consolidated, cross-category visibility into all activities and spend, enabling better decision-making. The operational efficiencies gained allowed Sony to minimize duplication and identify 2.5% of ineffective marketing spend across divisions for potential elimination. After a successful initial phase, the system was expanded to more users to further improve financial reporting and ROI analysis for marketing campaigns.

Sony Electronics Inc.

Barbara Ross Miller

Vice President