Starting April 1, Sony will move many of its products across categories into what is known as unilateral pricing or minimum advertised pricing, in which retailers agree to charge no less than a set price for a product. The company plans to move 140 product lines to such pricing.

“I think our brand is well-loved and well-revered, and still synonymous with premium quality,” Phil Molyneux said in a roundtable with reporters on Tuesday. “If we are not communicating effectively what does the product allow the consumer to enjoy … then that may have a drag on the brand.”

The company also plans to shrink the number of products. In TVs, for example, it will shift from 40 models last year in the U.S. to 22 this year. Molyneux said the company’s goal is profitable growth, but declined to say whether the U.S. business is making money today, or to identify specific targets.

It’s been a time of big change for Sony, which recently replaced its CEO and has also taken full ownership of its cellphone unit, previously run as a joint venture with Sweden’s Ericsson.

As first reported by AllThingsD last month, Sony has been cutting jobs in its U.S. operations.

On Tuesday, Molyneux said the company has now reduced its workforce by more than 300 positions in its U.S. operations, through layoffs and reducing open positions. Part of that was an effort to reduce the number of layers in the company, he said.

“If we have too many layers, our ability to act with speed, to be agile and to communicate effectively inside the community was hindered,” he said.

Molyneux acknowledged that one area that continues to need work is its product naming, which often consists of a jumble of numbers and letters.

“We’ve got some work to do on tidying up our naming conventions on products,” he said.

Another piece of Sony’s new strategy is to work more closely with retailers. Under a new program, stores will earn the maximum profit margins only when they hit a set of predefined criteria.

The company is also working to promote itself in new ways, Molyneux said, such as through social media.

Updated, 4:45 pm PT, to add more details on the strategy and job cuts.

Although word of the cuts comes just as Sony changed its top leadership in Japan and slashed its full-year forecast, sources say the U.S. moves have been in the works for months, and are part of a broader effort by Sony Electronics chief Phil Molyneux to reshape operations here.

Dubbed “Fit for the Future,” the program has Sony looking to improve its profitability and find ways to get closer to its customers through a variety of efforts, including revamping its own stores, putting more workers inside third-party retailers, and stepping up its social media presence.

Its retail makeover began last April, with a new concept store in the Los Angeles area. Sony has since expanded that design to four more locations.

The recent cuts are also unlikely to be the end of the workforce changes, as Sony looks to remake itself in the face of steep competition. Sony has several thousand workers in the U.S., including not only the consumer electronics arm, but also staff in its professional camera unit and its service and support operations.

Sony is expected to talk more about its U.S. plans at a press event next month.