1. EXECUTIVE SUMMARY
SONY is a leading manufacturer of audio, video, communications, and information
technology products for the consumer and professional markets. Its motion picture,
television, computer entertainment, music and online businesses make Sony one of the
most comprehensive entertainment and technology companies in the world. VAIO is a
leading PC brand among many of Sony’s family of innovative products. MEC is one of the
world’s leading media agency networks
The Sony vaio laptop sold by comes with brand name of sony VAIO .it was launched in India
on 24th oct 2004.there are deferent model which differ in different thing
SONY product 7 model of laptop. There are VAIO SR,VAIO FW,VAIO TOKEG,VAIO CR,VAIO
NR,VAIO TZ& VAIOS ZS. SONY has verity of laptop to offer to its customers. These come with
different feachuter, quality, designs Model and size
SONY VAIO is sub brand used for many of sony computer product originally and acronym of
video audio integrated operation this was amended to visual audio intelligent orgnigetion in
2008 to celebrate the brand 10th anniversary the branding was created by Healy to
distinguish item that integrated consumer audio and video with convansiol computing
product such as the SONY VAIO W series personal computer which functioned as a regular
computer and a miniature interment centre although sony made computer center in the
1980 exclusively for the local market
The company withdraw from the com. Business around the turn of the decoded sony re-
entry to the global computer market under the new vaio brand in began in 1996 with the
PCV series of desktop the vaio logo also represent the integration of analog and digital
technology with the VA representing an analog wave and the IO representing a digital binary
code.
2. PRODUCT
SONY has expended its used for the vaio brand which can now be found on
“NOTEBOOK, SUBNOT BOOK” desktop and media senter network media solution by sony
will also carry the vaio brand
VAIO notebook as currently shipped with windows7 professional windows7 home premium
while high end model sum time comes with windows7 ultimate.
SITUATION ANALAYSIS
MARKET SUMMARY
Promotion is the key element of marketing program. sony promosonal effort are the only
controllable mean to create awareness among public about itself the product & service it
offers, there facture & influents their attitude firefly
Sony India will spend Rs 200 corer in this financial year on advertising & promotion of the
entire range of consumer electronic, out of which Rs60 corer will we spend only on digital
imagine product
The major aliment use by Sony for promotion mix include advertising personal selling, sells
promotion direct marketing & publicity
The continues youth marketing strategy aimed at computing young consumer & enhancing
an innovating brand image will also be employed through product group incorporating a
series of out of box marketing campaign to convey a unic life style to customer such as the
lets colour strategy under witch sony makes its colour product available in all colour product
group from bravia, camera walkman & vaio laptop
Sony will be launching a nationwide sales and promotion campaign entitled “sony day2009
lest cheer”
3. MARKET TREND
The Vaio W will be available in three colours: berry pink, sugar white, and cocoa brown.
Under the hood, the Vaio W is akin to most other net books on the market, sporting a 1.66
GHz Intel Atom N280 processor, 1 GB of RAM, a 160 GB hard drive, and Windows XP. The
Vaio W can also read SD and Memory Stick Duo media and sports 2 USB 2.0 ports, Webcam,
and VGA output; users can connect to networks using 100Base-T Ethernet or 802.11b/g/n
Wi-Fi wireless networking. The Vaio W also come with Bluetooth 2.1+EDR connectivity,
along with headphone and microphone jacks. The mercury-free 10.1-inch LCD display offers
the aforementioned 1,366 by 768-pixel resolution, which is very generous for a netbook
(where screens typically measure 1,-24 by 600 pixels) and might be enough screen real
estate to do use productivity applications meaningfully
The W Series lets you quickly look something up online whether searching for a recipe in the
kitchen or relaxing on your recliner—there’s no need to trudge upstairs to your office," said
Vaio business group VP Mike Abary, in a statement. "And it’s sturdy enough for the kids to
use, making it perfect for every member of the family
MARKET NEED
SONY VAIO is a best brand of the laptop series vaio brand is many brand of the market and
sony vaio is laptop in many feaucher and many colour and many type processor. And it price
is small price vaio is the faster selling consumer laptop brand in India and it has over 100
parent growth during the last year we are expected to double sales of VAIO
The new product line up are lunched under more colour more styles brand campaign
targeted across segment to sait the needs of every user including business exclusive styles
youth student and be beginner
Under the new brand campaign sony has introduce a long product line up with 62 models
available cross 16 colour for this year
MARKET GROWTH
VAIO is the fastest selling consumer laptop brand in India and had over 100 per cent growth
during the last year here. We are expected to double the sales of VAIO .
The new product line up are launched under “More Colour, More Style” brand campaign,
targeted across segments to suit the needs of every user including business executive,
stylish youth, students and PC beginners.
4. Under the new brand campaign, Sony has introduced a long product line up with 62 models
available across 16 colors for this year. “We have unique products to suit every Indian's
need,”
VAIO S is a mobile PC with a premium design for business and outdoor use,.
VAIO C is targeted for fashion conscious user, with light emitting material, vivid colour,.
On the other hand, VAIO E and Y are targeted for daily and mid-budget users. VAIO E .
From 800 distribution outlets last year, Sony is ramping up its distribution network to 1500
outlets for this fiscal. Also, the company will increase the number of VAIO flagship stores to
50 by adding 30 more stores during this year
SWOT ANALYSIS
STRENTH
One of Sony’s greatest strengths is their ability to produce innovative, quality products.
Sony’s web page states “Sony innovations have become part of mainstream culture.
Another strength of Sony is their ability to be successful in several different markets. They
have made an impact in the video game market, the PC market, and especially the television
market and there are still numerous others
Sony vaio brand in many color and many and many price in availebal
WEAKNESS
sony vaio bass is very weak, on the speakers and on the external output Sony Vaio , comes
up with green light on power switch, shows no indicator that power supply is connected,
will not boot, green light will not go off. Machine has started up OK at some points in the
past but after about 5 minutes, FAN goes mad, screen goes white and then the machine
shuts down At this point in time, green light is on all the time and machine is dead.o play
aorund with it
5. OPPORTUNITIES
Sony seeks a lot of opportunities that utilize their strengths of innovation. At Sony vaio,
design is about more than just a good looking product: it is integrated into every step of the
process – intelligent features, user-friendly applications, innovative materials and, of course,
attractive visual appearance. Design is the essential differentiator when comparing mobile
communications products
THREATS
A common threat facing any company in sales is competition. Sony’s Vaio is its newest
innovation in notebook computers. The various models range in price from 27 thousand to
1.50 thousand . However, Dell has a great reputation when it comes to laptops similar to the
Vaio and has a broader range of notebooks to choose from, not to mention that Dell has
also been a top seller when it comes to desktop computers. Additionally, the cost of a Dell
notebook computer seems to have a lower price tag than many of Sony’s Vaio models
SONY VAIO COMPETITORE
Sony vaio many competitor like :-
ACER LAPTOP
DELL LAPTOP
APPLE LAPTOP
HP LAPTOP
LENEVO LAPTOP
It all pcs company creat laptop and givan the many featur of laptop. and many series many
tyep so these company will competitor of laptop market in creat comptiton
SERVICES
In today’s increasingly competitive and customer-driven marketplace, there is strong
pressure on companies to adapt their customer service standards and operations to
changing customer demands and characteristics.
Challenges include the need to balance service with costs, optimizing the use of the social
web and customer-to-customer support channels, and achieving the right level of customer
self-service. It is also important to achieve the right balance of insourcing versus
outsourcing.
6. At the same time, organizations must keep an eye on the future, understanding how the
digital world influences customer service today and tomorrow. In April 2011, Capgemini
Consulting brought together customer service directors from leading global organizations,
plus industry experts, to take forward this debate. The insights and ideas developed during
this event were summarized in an eBookE Capgemini Consulting works with you to improv
customer service systematically by helping you increase satisfaction and advocacy while
managing operational costs
KEYS TO SUCCESS
SONY VAIO Sony has a variety of laptops to offer to its customers. These come with different
features, quality, designs, models & sizes. The laptops sold by Sony comes with brand name
of Sony VAIO
SONY VAIO promote to advertising on “KARINA KAPOOR” and lunchin to many type laptop
like :-
EC SERES
X SERES
P SERES
W SERES
TX SERES
Z SERS
The Z series has recently replaced the SZ series and does not require a restart of the system
to change graphic modes on Windows Vista, which can be done "on the fly". This feature
has subsequently been used by other manufacturers, including Apple, Asus and Alienware.
CRITICAL ISSUES
Well his initial problem is that his Mcafee wasn't uninstalling and it kept popping up update
prompts and they wouldn't go away even after he updated it. That and there was a spyware
program that wouldn't uninstall either. even Add/Remove Pro. I had to go into the registry
to remove these programs. So after finally removing them, Windows started getting the
blue screen critical errors, so I told my friend it would be best just to start over and format
the HD and reinstall windows. So I did that and now every time I install Windows I either get
a blue screen error message during install or right after I install windows and run it the first
time. I had a similar issue to this on my desktop one time and it ended up being a bad RAM
chip. Can anyone help me out to figure out if it's the hard drive, RAM, or whatever. I'm at a
stand still. Before I go out and buy a new RAM module or HD
7. CHANNALE
Depending on the nature of the product marketing management desided to put in to an
insentiv network of distribution while selecting the apropiat marketing .financial etc
Sony begning the company whith position it self as a seler of durebal 7 high end product,it is
practising selective channal
Sony india has major towne & cities with a distribution channal
In india sony used the method of one leval
CHANNEL
MARKETIN
FINANCIAL
OPRETION
PRODUCTION
MARKET STRATEGIES
MISION
Sony vaio mission all over laptop market captur in india and they lunched new, new brand
of india
Sony is committed to developing a wide range of innovative products and multimedia
services that challenge the way consumers access and enjoy digital entertainment. By
ensuring synergy between businesses within the organisation, Sony is constantly striving to
create exciting new worlds of entertainment that can be experienced on a variety of
different products
Sony vaio target student and business man parson
8. MARKETING OBJECTIV
Sony has for some time recognized the growing importance of using digital channels to
reach and engage consumers in Latin America. Sony VAIO has worked closely with its media
agency MEC to build a digital ecosystem that leverages the changing behaviors of Latin
American consumers.
One of the company’s first steps was creating a Facebook Page, the free public profile on
Facebook that enables a brand to share its business and products with consumers on an
ongoing basis. Launched in March 2010, the Sony VAIO was designed to be a place where
consumers could easily interact with the brand
Once the profile was live for a few months, the objective for the upcoming campaign in June
2010 was clear: to build a long-term property that maximizes the opportunity to engage in a
true dialogue with the brand’s fans. Sony VAIO set a goal of increasing the number of people
who connected to its Page from 10,000 to 90,000 in 10 weeks. As part of building a long-
term social media strategy, MEC created a Paid-Owned-Earned strategy that put Facebook
at the heart of the digital campaignThe brand took advantage of Facebook Targeting to aim
the ads at adults ages 18- to 34-years old from all of Sony VAIO’s key markets in Latin
America. “Using the Facebook Targeting capabilities, we were able to effectively reach our
consumers and also provide the proper weight against the market priority,” says Gilberto
Ines, Marketing Manager for Sony VAIO
FINANCIAL OBJECTIV
Sony has sold 2.5 lakh Notebooks in the 2010 Financial year and aims at selling upto 5 lakh
units in the current year. For achieving this goal Rs. 50 crore have been alloted towards the
marketing activities.
Sony has already achieved 15% market share in the Indian market when it comes to VAIO
laptops, but they expect it to reach the 20% mark by the end of this financial year.
These aims seems achievable because of the wide variety of Laptops offered by the VAIO
series!
The VAIO Y series is targeted towards casual users who basically need to stay connected
and do some normal work on their Notebook. It comes in 4 colours and starts at Rs. 24,990
9. TARGET MARKETING
With consumer notebook sales in India estimated to touch 12.5 lakh units by June next,
Sony is expecting to double its sales to Rs 1,000 crore in FY ’10, a top company official said.
“The consumer notebook segment (laptops, netbooks, pocket PCs) are growing fast in India.
In FY ’10 (starting this May), Sony intends to achieve a 20 per cent market share in this
segment and double the sales to 2.5 lakh units,
Sony India had sold about 1.2 lakh units of different models of its Vaio notebooks in FY ’09
ending May, The sales stood at around Rs 520 crore.
Last year, the market was pegged at Rs 4,000 crore with 10 lakh units of consumer
notebooks sold across the different brands and this year it is expected to touch Rs 5,000
crore.Sony company is launched its Vaio E Series laptops
“The E Series models are designed keeping in mind everyday ease-of-use and the youth.
These are affordable, light in weight, easy to carry and use and also comes in vivid colours,
which makes it more appealing,
POSITINIG
It is very colourful Ad by Sony For its Range of Notebooks And Laptops. Ad KAREENA
KAPOOR their Brand Ambassador in trendy , Beautiful and Classy looks, each an and every
look is different and in different ‘colours’. And exactly this happens to convey the very
reason behind this Commercial.
Sony , brings its Laptop brand Vaio in numerous colours for their niche. This is there latest
move for positioning there brand in the segments of laptops, with players like Dell, Lenovo,
Acer etc. in their Competition. There definitely are many more laptop brands but the target
segment sony focuses on is the upper society SEC A and to an extent SEC B Lenovo, Acer &
Uptill a certain extent Dell are their competitors.
Earlier sony had come up with a Same commercial Showcasing lesser colours , as they had
introduced 3 of them in the market with the tag Line ‘Go vivid With Vaio’. And yet another
commercial for their X series Laptops, which had the USP of a being a slim laptop. For the X
series they had used Kareena with her zero figured resemblance to the slim
MARKETING MIX
Conclusion of the Current Marketing Mix: The current marketing mix which Sony
Corporation has is satisfactory to customer needs. As it can be clearly seen that Sony as a
company has expanded its products & services from electronic and digital devices to
television broadcasting & entertainments like music & movie production. In providing a
10. wide range of products & services with high quality, Sony has by far influenced most of the
consumers perception favourably towards its products
SERVICE AND SERVICE MARKETING
This Sony accessory store offers the most complete selection of Sony accessories along with
its main product lines and support services. They got spare batteries and sleeves for your
VAIO, marine case for your Cyber-shot camera, spare charger for your Handycam, and lens
and filters for your Alpha camera… and that’s just to name a few
The store also acts as a drop-off and pick-up point for Sony devices that needs repair.
There’s a Sony technician that can handle minor repairs but mostly, it’s a convenient place
to have your units serviced
If you’re curious about a product, or need help understanding and maximize your newly-
bought NEX camera, you can schedule a 30-minute one-on-one with an in-store product
specialist where you can ask as many questions as you like, or ask for demo pertaining to a
particular product. There are a lot of other premium services being offered in this Sony store
especially for those who brought their gadgets from official channels
PRICING
SONY PRICE Pricing decisions are always made in consultation with the marketing
management. Price is the only marketing mix that can be altered quickly. Price variables
such as dealer price, retail price, discounts, allowances, etc influence the development of
marketing strategy, as price is a major factor that influences the assessment of value
obtained by customers. For Sony series of VAIO laptops, Sony has tried to categorize them
according to style, user, purpose, mobility& performance: VAIO SR , boast on the excellence
in mobility & perfection in performance. It is designed for businessmen & its price is around
Rs75,000/- VAIO FW , boast of theatrical experience & world class performance. This model
was designed mainly for home/ casual user of laptops who aims on media playback. The
price of this is around Rs 80,000 & Rs 1,20,000
PROMOTION
Its a marketing discipline that utilizes a variety of incentive techniques to structure sales-
related programs targeted to customers, trade and sales levels that generate a specific ,
measurable action or response for a product or service. For ex: free samples, discount,
rebates, coupons, contests, premiums, scratch cards, exchange offers, etc. Sony has
promoted its products through different sales promotion strategies. For example after the
release of Sony VAIO CR laptops, Sony promoted them by saying that all Sony VAIO CR
11. laptops purchased during July 2008 & registered within 2 weeks of purchase qualify for a
Bonus carry case as long as the customer claims is one of the first 35,000 received &
validated by Sony
CHANNEL OF DISTRIBUTION
Depending on the nature of the product,
marketing management decides to put into place an intensive network
of distribution, while selecting the appropriate dealers or wholesalers.
Sony being the company which positions itself as a seller of durable &
high-end products, it is practicing selective distribution of its products
from the selective dealers i.e. SONY WORLD.
17. Sony India has its footprint across all major town & cities with a
distribution network of over 7000 channel partners, 260 Sony outlets &
21 direct branch locations. In India, Sony has used the method of one
level distribution channel. MANUFACTURER RETAILER CUSTOMER
MARKETING RESERCH
Sony Vaio has always tried to promote itself as an aspirational brand and resisted the
temptation to get into the volume game. But here in this scenario , Vaio succumbed to the
temptation. With technology no longer a major differentiator, Vaio understood that unless
the brand repositions itself it may be ousted by the feature rich rivals.
Viao CR was Sony's take on the new segment. Vaio targets the hip hop Indian youth aged
18-26 with the variant CR. The brand is now positioned as a fashion accessory rather than a
learning/working tool. The new variant comes with attractive color options
BlazinRed
IndigoBlue
PureWhite
BeautyPinkand
Aroma Black. The new variant has some attractive features like Luminous Trim that reflects
light which gives the laptop a shining look. Lustrous coating, custom Keyboard, and a
personalized illumination LCD. The brand is now repositioned to reflect a playful spirit and a
zestforlife.
The brand now aims to catch the imagination of the youth market who looks beyond the
speed and memory into design and aesthetics. At Rs 55000, Vaio tries to integrate
aesthetics, brand image and technology to get into the minds of the young customer
12. LINKING SALES AND EXPENCE TO STRATEGY
Sony India today announced its strategy to double VAIO sales in India by selling 5 lakh
laptop units in FY11. VAIO is already the fastest growing laptop brand in India (according to
IDC report 2010) with more than 100% growth and the new product line-up will ensure that
it becomes even closer to the Indian audience. VAIO S, C, E & Y series are tailor-made to suit
the diverse lifestyle of the customers, so there is a laptop for everyone, be it a business
executive, style conscious youth, students or even PC beginner Sony offers an extensive
VAIO line-up that is aimed at different consumer segments with varied lifestyle
requirements ranging from business class to college goers to even casual PC users. The
price, features and the captivating colours compliments the product ensemble and lends
unique beauty to the product offering. Details for each series are as followers
IMPLEMENTATION MILESTONES
Sony is one of the world’s leading manufacturers for consumer electronics and broadcast &
professional products. Established for more half a decade, Sony is known for it innovative
and high quality products. This section brings you through Sony products from its