Final Customer Proje t

8/3/2019 Final Customer Proje t

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Name of the student PG Roll No:

Bubbles Thadani PGP20112181

Jyoti Punj Prakash PGP20112004

Mohini Rathore PGP20112121

Preeti Arora PGP20112074Yogendra Singh Chauhan PGP20112137

Shubham Kumar PGP20112256

Submitted to YOGITA SINGH

Subject CUSTOMERS

Submitted on 28-09-2011

Marks Allotted

Remarks(if any)

CUSTOMERS SONY VAIO

LAPTOPS



INTRODUCTION

Sony is one of the most recognized brand names in the world started operation in India in

November 1994. In a span of 15 years Sony India has exemplified the quest for excellence in

the world of digital lifestyle becoming the countries’ foremost consumer electronics brand.

Son India is recognized as a benchmark for new age technology, superior quality, digital

concepts and personalized service that has ensured loyal customers and nationwide acclaims

in the industry.

Sony is committed to ensuring that both the products and the marketing activities employed

truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment.

BACKGROUND OF SONY GROUP

Sony Corporation referred to as SONY is a Japanese multinational company and its has

headquarters is in Tokyo and Japan and it is the world’s fifth largest media company which

has turnover of US$77.22 billion. Sony is one of the leading manufacturers of electronics,

products for the consumer and the professional markets. The Sony group is a Japan based

corporate group which focused on electronics such as AV/IT products and components,

Game such as PlayStation, Entertainment such as motion pictures and music, and Financial

Services such as insurance and banking sectors. The Sony group consists of Sony

Corporation holding and electronics, game, motion pictures, music, financial services and

others.

Sony was founded after the Ist World War in 1946 in Tokyo under the Tokyo

Telecommunications Engineering Corporation by Masaru Ibaku and Akio Mortia.The

company started with less than 210,000 yen which is little more than 1,600$ and begin the

researching. In less in a year, the company released the first product which is power

megaphone. In 1950, it releases the Japan’s first tape recorder.

.

Masaru Ibaku, the co-founder of Sony



In the late 1945, after the end of World War II the company started the a radio repair shop in

a bomb-damaged department store. The next year ,he was joined by his colleague ,Akio

Mortia and they founded a company called Tokyo Tsushin Kogyo.The company built the

Japan’s Ist tape recorder called the Type-G.Masaru Ibaku was the co-founder of Sony.

SONY ORIGIN

The name "Sony" was chosen for the brand as a mix of two words. One was the Latin word

Sonus which is the root of sonic and sound and the other was the Sony familiar term used in

the 1950’s America to call a body. The Ist Sony-branded product, the TR-5 transistor radio,

appeared in 1955.

ORIGINAL PRODUCTS

Sony has a long history of introducing technologies. In 1955, Sony introduced Japan's first

transistor radio, the TR-55. Soon after, the company launched a pocket-sized transistor radio.

In 1960, Sony released the world’s Ist direct – view portable TV, the TV8-301. The company

continued improving the TV and within 2 years produced the smallest transistor TV. In 1989,

Sony released the Handy cam a portable, easy-to-use, 8 mm camcorder. In 2003, the

company released the world's first Blu-ray disc player. In 2005, Sony Corporation upgraded

the Handy cam to the HD Handy cam creating the world's smallest video camera.

VAIO

VAIO is a sub- brand for many of Sony’s computer

products. VAIO started in 1996. It was launched in India

on 24 October 2004.Although Sony made computers in

the 1980s for the Japanese market only, Sony withdrewfrom the computer business around the turn of the decade. Sony re-entry to rhea computer

market, this time globally, under the new VAIO brand, started in 1996 with the PCV series of

desktop. The VAIO logo also represents the integration of analog and digital technology.

Sony Corporation offered a line of laptops branded as VAIO.As Sony previously had

disabled the hardware virtualization on the high end VAIO laptops concern for the users

running the malicious code. As the VAIO laptops can utilize the virtualization.



SONY STRATEGY

Slightly more than 50% of the electronics segment total annual production during the fiscal

year 2006 which was took place in Japan which includes the production of digital

cameras,flat panels televisions, personal computers,semi-conductors,video cameras and

components such as memory sticks and batteries.Approx 66%of the annual production in

Japan was destined for the other regions.

Asia excluding the China and Japan accounted for the slightly more than 11%of the total

annual production with approx 61%destined for Japan, the U.S .On 10 Dec 2008 Sony

Corporation said thatit will cut 8,500 jobs, drop 8000 contractors and it also reduced the

global manufacturing sites by 11% to save the $1.1 Billion a year.

In the May 2011 Sony Corporation expected to lose a total of 262 billion yen (3.2 billion$)for

a year due to the effects of the Japan earthquake.

SONY CURRENT CEO

On 22 June 2005, Nobuyuki Idea becomes as Sony Corporation new Chairman and the

Group CEO and was replaced by Howard Stringer, then Chairman and CEO of Sony

Corporation of America, Corporate Executive Officer, Vice Chairman and COO Sony

Entertainment Business Group.



SWOT ANALYSIS

STRENGHT

Innovation

Quality

Brand Name

Highly specialised integrated product & services

A variety of product line

WEAKNESS

Maintain multiple function

Product Pricing

Sales is going down

OPPORTUNITIES

Sony can capture more market share.

Sony may expand its business in more overseas.

THREAT

Facing tough competition with its competitors.

Losing Sales



STP ANAYLSIS

SEGMENTATION

Dividing the market by grouping the customers with similar tastes and

preferences into one segment is called SEGMENTATION

Following are the characteristics that are helpful in segmenting laptop

market are:-

POSITIONING

lifestyle : road warrior ,

gamer,media enthusiast ,

students

age : 15-65 age groups

through different

products

benefits sought :

lightweight,flexibility ,

stylish

social class : upper ,

upper middle anduniversal

vals system :

achievers ,

experiencers ,innovators .

SONY VAIO

ATTRIBUTEUSE OR

APPLICATION

ATTRIBUTE

PRODUCT USER

PRICE AND

QUALITY

POSITIONING



PROBLEM WITH SONY VAIO

AFTER SALES SERVICE- The after sales service of SONY VAIO laptops is not as good as

compared to other brands such as dell, hp. This is the problem which is faced by Sony VAIOcustomers due to which the sales of laptops has gone down. Customer’s need is that they

want good features, quality, price along with which they also need a good after sale service

also. But seeing the feedback, the after sale service of Sony is not good. They charge very

high for getting the laptops repaired. Some of the customer’s feedbacks are:-

The after sales service is not good and after warranty it is costly and difficult to get the

laptop repaired.

Yes it’s expensive to get Sony stuff fixed once the warranty period is over but as long as you

are in the warranty period, they are very professional about after sales. It is clearly seen

from the above feedback that Sony vaio laptops provide services only till the warranty

expires after that they charge very high.

We can say that the maintenance cost of VAIO is too high. This is a electronic product. It can

be damaged any time. And Indian people are price conscious so if they invest such a huge

amount they wanted to be sure about each & every prospects of the product. So, Sony VAIO

is lacking in after sales service.

Suggestions to overcome the problem

Every year, consumers purchase millions of computers and peripherals. Andevery year, millions of those devices break down. For anyone who plans to buya piece of hardware, the overall reliability of a vendor's products and the qualityof its service are important considerations. Unfortunately, much of theinformation that people use in deciding which product to buy is fragmentary.Sony should improve its service, not only till the warranty period but also afterthat it should be very professional about the service. They should not charge too

high for the repair of laptops. This creates a negative impact in the minds of theconsumers and hence decreases the sales.



DATA INTERPERATION & ANALYSIS

Q.1) How did you find our product and services?

Media 10

Internet 11

Word of Mouth 6

Others 0

Our Survey shows that maximum people get information by media & internet.

0

2

4

6

8

10

12

Media Internet Word of Mouth Others

No. of respond



Q.2) which brand do you prefer for Laptop?

DELL 6

SONY VAIO 5

HP 7

ACER 1OTHERS 1

Our Survey shows that the demand of HP is comparatively higher than other brand. Dell &

VAIO is giving a tuff competition to HO.

0

1

2

3

4

5

6

7

8

Dell Sony VAIO HP Acer Others

No. of respond



Q.3) Rate following attributes and also rate SONY VAIO on following attributes out of 10?

Weightage Score(VAIO) Score(HP) Score(DELL)

Price 7 5.10 6.50 6.01Style 8 6.50 6.25 6.15

Portability 6 5.21 5.25 5.15

Brand Name 8 7.01 7.57 7.15

After Sales Service 9 3.23 7.01 7.25

According to this survey we can say that Sony VAIO is good in price, style, portability, brand

name but there is some dissatisfaction in after sales service. The rating of after sales service is

very low according to attributes.

0

1

2

3

4

5

6

7

8

9

Price Style Portability Brand Name After Sales

Service

Weightage

Score(VAIO)

Score(HP)

Score(Dell)



Q.4) How would you rate Sony Vaio?

Very Bad 0

Bad 3

Average 7

Good 9Very Good 1

Maximum people rated Sony VAIO as average or good where only one people said that Sony

VAIO is very Good.

0

2

4

6

8

10

12

14

16

18

Very Bad Bad Average Good Very Good



Q.5) How would you rate the after sales service of SONY VAIO?

Very Dissatisfying 8

Dissatisfying 7

Neutral 3

Satisfying 2

Very Satisfying 0

Maximum people said that the after sales service of SONY VAIO is not satisfying. Very

small NO. of respondent said that it is satisfying.

0

1

2

3

4

5

6

7

8

Very

Dissatisfying

Dissatisfying Neutral Satisfying Very

Satisfying

No. of respond



BCG MATRIX

The BCG matrix is a chart that had been created by Bruce Henderson for the Boston

Consulting Group in 1968 to help corporations with analyzing their business units or product

lines. This helps the company allocate resources. It is broadly used as an analytical tool in

brand marketing, product management, strategic management, and portfolio analysis.BCG

matrix offers a very useful map of the organization’s product or services strengths and

weaknesses.

ATTRIBUTES WEIGHTAGE SCORE SCORE/AVG.SCORE(A) A/SCORE

PRICE 7 5.10 0.94 5.42

STYLE 8 6.50 1.20 5.41

PORTABILITY 6 5.21 0.96 5.42

BRAND 8 7.01 1.29 5.43

AFTER SALESSERVICE

9 3.23 0.59 5.47

Total- 38 Avg.score-27.05/5=5.41

Total=27.15

Customer satisfaction percentage- 27.15*100/38= 71%

10

9

8

7

6

5

4

3

2

1

0

BAD

GOOD

GOOD BAD

BCG MATRIX



This matrix shows that the SONY VAIO is going well and many of its attributes is in good

area but there is a attributes which is in bad area that i.e, aftersales service. SONY has to

work on after sales service to capture more market share.

MAJORING CONSUMER SATISFATION INDEX

Attributes Importance of

attributes

Score(VAIO) Score(HP) Score(DELL)

Price 7 5.10 6.50 6.01

Style 8 6.50 6.25 6.15

Portability 6 5.21 5.25 5.15

Brand Name 8 7.01 7.57 7.15

After Sales Service 9 3.23 7.01 7.25

TOTAL- 38

Attributes WEIGHTAGE

ATTRIBUTES VAIO HP DELL

Price 0.18 0.91 1.17 1.08

Style 0.21 1.36 1.31 1.29

Portability 0.15 0.78 0.78 0.77

Brand Name 0.21 1.47 1.51 1.50

After sales

Service

0.23 0.74 1.65 1.67

total 5.26 6.42 6.31

After the calculation of CSI, We can say that VAIO is growing well and GIVING a tough

competition TO ITS Competitor. But Of course HP is leading and Dell is giving a tough

competition in this Particular segment.



Q What are the work ethics in the organization, Which make it customer

centric organization?

Ans.-Ethical business conduct and compliance with applicable laws andregulations are fundamental aspects of Sony's corporate culture. To this end,Sony has established a Global Compliance Network comprised of theCompliance Division at the corporate headquarters, a global complianceleadership team, and regional offices around the world; adopted andimplemented the Sony Group Code of Conduct; and set up Compliance Hotlinesystems through its Global Compliance Network -- all in order to reinforce theCompany's worldwide commitment to integrity and help assure resources areavailable for employees to raise concerns or seek guidance about legal and

ethical matters

Q What is the nature of organization and who is the customer?

Ans.Sony Corporation commonly referred to as Sony, is a

Japanese multinational conglomerate corporation. Sony is one of the leading

manufacturers of electronics, products for the consumer and professional

markets.

Sony Corporation is the basically an electronics business unit and the parentcompany of the Sony Group. Sony's principal business operations include Sony

Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony

Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony

Financial.

Q: What are customer’s needs and expectations?

ANS: The Six Basic Needs of Customers

1. Friendliness Friendliness is the most basic of all customers needs, usually associated withbeing greeted graciously and with warmth. We all want to be acknowledged andwelcomed by someone who sincerely is glad to see us. A customer shouldn’t

feel they are an intrusion on the service provider’s work day!

2. Understanding and empathy Customers need to feel that the service person understands and appreciates theircircumstances and feelings without criticism or judgment. Customers have

http://en.wikipedia.org/wiki/Electronics

http://en.wikipedia.org/wiki/Strategic_business_unit

http://en.wikipedia.org/wiki/Parent_company




http://en.wikipedia.org/wiki/Strategic_business_unit

http://en.wikipedia.org/wiki/Electronics



simple expectations that we who serve them can put ourselves in their shoes,understanding what it is they came to us for in the first place.

3. Fairness

We all need to feel we are being treated fairly. Customers get very annoyed anddefensive when they feel they are subject to any class distinctions. No onewants to be treated as if they fall into a certain category, left wondering if “the

grass is greener on the other side” and if they only received second best.

4.Contol

Control represents the customers’ need to feel they have an impact on the way

things turn out. Our ability to meet this need for them comes from our ownwillingness to say “yes” much more than we say “no.” Customers don’t care

about policies and rules; they want to deal with us in all our reasonableness.

5. Options and alternatives

Customers need to feel that other avenues are available to getting what theywant accomplished. They realize that they may be charting virgin territory, andthey depend on us to be “in the know” and provide them with the “inside

scoop.” They get pretty upset when they feel they have spun their wheels

getting something done, and we knew all along a better way, but never made thesuggestion.

6.Information “Tell me, show me – everything!” Customers need to be educated and informed

about our products and services, and they don’t want us leaving anything out!

They don’t want to waste precious time doing homework on their own – theylook to us to be their walking, talking, information central.

As your customer base grows it's imperative that you maintain the same level of service that you provide when you first earned your customer’s business. You

have to anticipate their needs before they announced them, and put those actionsin place. Meeting these expectations will cement your relationships, increasetheir satisfaction and retain their business. Here are six customer expectationsthat are the cornerstone of outstanding services and increased sales:

1. Customers Expect Solid Information.

Providing your customers with tangible information lets them know that

you value them and respect their ability to make sound decisions. When

they feel that they're respected, they're more open and willing to do more

business with your company. One way to ensure they receive beneficialinformation is to ask probing questions during your conversations to



uncover needs they may not

have voiced. For instance, ask about the objectives they've set for their

company, and the problems associated with attaining them.

2. Customers Expect Options.

Customers don't want to be told that there's only one way or one solution.

They'll respond positively when they're given options. Options are

essential because they create dialogue and discussion. Open dialogue can

lead to more sales.

3. Customers Expect Single Source Service.

Customers don't want to be transferred to every unit of your business to

have their problems solved. They want to be able to do business with you

with the slightest amount of discomfort. You must be easy to do business

with. This means taking ownership of your customer’s requests,

problem, etc., and ensuring that their needs are met to their satisfaction.

4. Customers Expect Superior Communication.

They may not be the best communicators, but they expect communication

excellence from you. So, if you tell them that you will call them back at a

certain time, make sure that you do. Your responsiveness will create a

bond of trust, and a communication comfort level.

5. Customers Expect Consulting.

As the expert on your business' products and services, you are

your customer only contact to determining how to use your product

and/or service to get the best RETURN ON INVESTMENT (ROI). You

must take the time to ask pertinent questions aimed at finding

how your customer is using your product and/or service. This will

demonstrate your ability and knowledge as well as your intent to

spend the necessary time with them to meet their specific needs.

6. Customers Expect A Seamless Relationship.

The best businesses are those that believe in going the extra mile for their

customers. They know that they have to reinforce why it's in the

customers best interest to continue doing business with them. Building a

relationship with your customers built on mutual trust and respect takes

time and effort, but remembers retention is the best method of building

profit. Stay in touch with your customers by keeping them informed of

new events, product updates, passing on information that may be of

interest, calling to say hello, etc.



CONCLUSION

The most important aspect of any company is to satisfy customer needs. So inthe project we analysed that the sale of Sony vaio is lacking behind because of customer support services. The company should understand that satisfying whatcustomer want is very importantAny problem may lead to decrease in the brand equity and goodwill of thecompanyTherefore providing best services and taking quick action is very vital part of customer support service.

Thank you

References:Wikipedia.comSonyvaio.com

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