Staff Reporters
Aug 19, 2010

CASE STUDY: Sony Handycam hosts film festival to show love in Taiwan

Sony Handycam has created a ‘Witness love film festival’ to combat the decline in the camcorder market in Taiwan.

Background

Facing increasing competition with the advancement of digital cameras and DSLR cameras, the camcorder market has shown a serious decline since 2009. As a result, leading camcorder brand Sony Handycam experienced its biggest decline in sales yet.

Consumers tend to view camcorders as impractical goods only for special occasions like getting married or giving birth. The communication strategy of emphasising product features no longer motivates purchasing decisions, especially when the sales price of a Handycam is usually higher than...

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