Sony’s new Reon Pocket represents the next step forward in wearable technology – the first discreet, personal climate control system to enter the marketplace. Slightly smaller than a typical smartphone, the Reon uses the Peltier Effect to function as a thermoelectric heater/cooler. The device can generate or absorb heat, and in turn, create a warming or cooling sensation for the user. A small, noiseless fan built into the device aids in heat transfer. Users simply slide the cooling unit into the special inner pocket of the Reon compatible t-shirt so that it rests just between the shoulder blades. The slim curved shape of the Reon device means that it fits comfortably against the contours of the wearer’s back and remains unnoticeable underneath most attire. From here, simply pair the Reon to your smartphone and use the app to adjust the temperature setting – cool or warm. The built-in lithium ion battery lasts about 2-3 hours, depending on usage, and can be charged like most other electronics via its USB port. It’s particularly invaluable in the corporate world, for individuals wearing suits and facing lengthy commutes. Sony plans to launch the Reon Pocket in Canada for Summer 2021 with an expected retail price of $259.99. Sony currently offers the accessory t-shirt, a plain white poly/cotton blend that comes in 3 sizes and retails for $29.99. However, there is some thought at Sony that this represents a missed opportunity and that partnering with a clothing brand might make the marketplace more willing to embrace the Reon Pocket and lead to a more successful launch. Based on the above information, your own insights and application of the course material, please answer: 

a. Should Sony make the compatible t-shirts themselves or co-brand with a clothing manufacturer? If so, who and why? If not, why not? 

b. Based on your answer above, suggest an appropriate distribution strategy – how and where should Sony sell this? Please be detailed and specific. 

c. Put together an effective, integrated marketing communications plan to introduce the new Reon Pocket to the Canadian consumer. Use at least three of the six promotional tools from the text, be consistent with your strategy in A & B and consider what you’ve learned about consumer behavior.