Sony's big problem? It's just not cool

Are Sony products no longer cool?

There's one basic problem with consumer electronics giant Sony, according to some analysts: it's just not cool.

Sony's shares tumbled almost 7 percent to a three-month low Thursday, a day after the Japanese firm forecast a net loss for the second year in a row.

"At the end of the day it boils down to something very simple and that's Sony's not cool," said Paul Krake, founder of View from the Peak: Macro Strategies, on CNBC Asia's "Squawk Box" talking about the reasons behind Sony's woes.

"Our kids don't buy Sony products; my 72-year old mum buys Sony. And that's the fundamental problem," he added.

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Sony made its mark 35 years ago when it brought music on-the-go to the world via its Walkman. But in recent years, Sony has failed to drive new products and change in the consumer sector in the same way rivals Apple and Samsung have.

Journalists look at Japanese electronics maker Sony's new 4K television set line up at a press preview in Tokyo.
Yoshikazu Tsuno | AFP | Getty Images

"Sony has lost a lot of brand value to companies like Samsung because they are just not innovative," said Ben Collett, head of Asian equities at Sunrise Brokers, in Hong Kong.

He expects analyst downgrades to Sony to weigh on shares further.

On Wednesday, the firm said it would step up its restructuring efforts and exit some unprofitable businesses such as its loss-making Vaio PC unit to end years of losses.

Sony forecasts that restructuring costs will leave it with a 50 billion yen ($490 million) net loss for the 2014/15 financial year – its sixth loss in seven years.

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Sony shares are down roughly eight percent so far this year. Apple shares meanwhile are up almost six percent and South Korea's Samsung has added three percent.

"If you remember over the course of last year, there was this thought process that if the yen weakened that would benefit stocks like Casio and Sony, the reality is that it doesn't matter if the yen goes to 100, 150 or 500 [to the dollar], Sony products are not cool," said Krake at View From the Peak.

Sony's share price over 10 years

"It doesn't matter how cheap they get, they are never going to compete with Apple or Samsung and that's the basic problem," he added.

Asked what was Sony's fundamental problem, Pelham Smithers, head of Asian research at Pelham Smithers Associates told CNBC: "They are still making hardware electronics and until they can work out a way of creating an environment that is profitable they are in trouble."

"Apple has a software environment where you can download games, videos and music and Samsung has a video and semiconductor chip business," he added.

Read MoreSony vows deeper restructuring, warns of another loss

Analysts said they expect Sony to make a push into 4K Ultra HD televisions, a strategy that may help revive the company's fortunes.

"There are some positives and I think the focus on 4K TV seems sensible," said Collett at Sunrise Brokers.