Sony, Photokina formalize marketing partnership

Sony Philippines Inc. and Photokina Marketing Corp. (PMC) formally announced yesterday that they have entered into a marketing-distribution partnership.

PMC, owned by the Chua family, will distribute Sony’s various digital products through its 130 Photo Plus outlets and 500 retail outlets. Sony decided to tap PMC since statistics show that 60 percent of digital products are sold through photo retail outlets.

At present, Sony has an 80-percent share of the camcorder market, but has a relatively minor share of 30 percent to 35 percent of the digital and still photo market.

Through its-tie-up with PMC, Sony is hoping to increase its share of the digital and still photo market to 50 percent.

Previously, Sony’s digital imaging products were sold in appliance stores together with its other audio and video products.

Aside from Sony, PMC distributes and markets other global brand products like Agfa, Minolta, Polaroid, Vivitar, Lexmark and GP batteries.

PMC’s marketing and distribution network is not limited to photo and digital imaging. It also markets and distributes the Red Bull energy drink and Dreyer’s ice cream.

PMC also supplies various media organization such as The Philippine STAR, Manila Bulletin, Manila Standard and Today with their photo imaging needs.