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ssignment On
Sony Laptops and Computers
By-NAME ROLL NOArjun Partap Singh Shergill 501404023
Anshul Jain 501404018
Shivi Garg 501404119
Virender Bacchal 501404133
Submitted to:Dr. Karminder Ghuman
Section:1MB1
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INTRODUCTION:
Sony word derive from Greek word sonus meaning goddess of sound.
Sony is multinational electronic corporation.
Its headquarter is in Tokyo. Its revenue is ~USD 88.7 billion.
It is working in 204 countries with 1,80,500 employees.
It is a leading manufacturer of electronics, video & communication
Sony is in among the world top twenty semiconductor sales leader
COMPETITIVE LANDSCAPE:
Many Competitors have landed up in this Laptop Space and things are becoming quietcomplicated as days pass by, competition is increasing and touching whole new levels.
Main competitors for Sony in terms of brands are HP, Samsung, Lenovo, Apple, Dell, Acer, ASUS
and many others are propping up. Latest Chromebook series has really made things quiet hard
for laptop industry. Huge competitors in every business at every level.
As Sony mainly operates from japan, so Toshiba and Sharp are top competitors in there.
Panasonics operating income increase in 2007-08 but Sony income down 57.2% for the same
period.
Vaio sales: 2008: Significant decline in revenue of Vaio Laptops sales (economic downturn).
2009: Vaio sales rose 12% to 5.8 million units (global) Laptop market expanded despite recession due to introduction of
Netbooks.
2010: First quarter report indicates lower revenue (10.2% sales drop in total
networked products and services revenue). Target: 10 million units.
MARKET SEGMENTS:
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POSITIONING: Sony is one of the Worlds Greatest and Most Versatilelaptop and computer
brand in the eye of the consumer.
Sony products are considered to be high quality, unique and convenient. Sony has an innovative culture.
Value proposition: Sleek design + High Quality technology.
Brandis perceived as Cool PC.
Product design stands out.
Technical qualityis competitive.
Premium price strategy maintains margin.
CONSUMER BEHAVIOUR:
MARKETING STRATEGIES:
Our marketing team is focused on increasing sales for Sonys electronic products, as well deliver
corporate value to their customers and partners.
Because the electronic consumer market is such a large industry, there is a great opportunity
for Sony to capture a large share of this market.
PRODUCT:A product is anything that can be offered to the market for attention, use or consumption that
might satisfy a need or want. Product design usually base on Brand name, Functionality, Styling,Quality, Safety, Warranty, Accessories & Support.
Sony has expended its used for the VAIO brand which can be found on NOTEBOOK, SUBNOT
BOOK. Vaio notebook as currently shipped with window7 professional. 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 Brand are with name of Sony VAIO. It was launched in India on 24th
Oct, 2004. There are different models in that product.
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BRANDS:Sony operates under just one brand name that is
VAIO Laptop & Computer
TYPES OF SONY LAPTOPS:It has 7 types of models like
VAIO SR
VAIO FW
VAIO TOKAGE
VAIO CR
VAIO NR
VAIO TZ
VAIO SZ
STRENGTHS OF THE PRODUCT: Innovation
Quality
Location
Product differentiation
Service center
Sony R&D
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PRICE:The price of the Sony product is more than compare to other companys product. The price of the Sony
product is less flexible as compare to the other brand.
Pricing decision is usually viewed as a way to recover the cost, but we need to take the customer into
the consideration. The major factor affecting price are marketing strategy.
Pricing decision are always made in consultation with the marketing management. Price is the only
marketing mix that can be quickly changed.
For Sony series of VAIO laptops Sony has tried to categorize them according to style, user, purpose,
mobility & performance. VAIO SR price is around Rs.75000. VAIO FW model has world class performance
and experience. This model was designed mainly for home / casual user of laptops who aims on media
playback. The price of around Rs.80,000 & 1,20,000.
PLACE:Place include channels, coverage, location, inventory, logistics. Proper placing and availability of product
plays important role in determining the sale of product. Sony believe on location and distribution
channel.
Sony distributes its products through
Zero-Level Channel
One-Level Channel
Two-Level Channel
In India, Sony has used the method of One-Level distribution channel.
Manufacturer
Retailer
Customer
Sony service provider are certified technicians, who complete regular training and offer repair services.
Sony has online presence in several formats. It provides information on product and their prices
Wholesale distribution of sony product include but are not limited to best wholesale company limited,
front-page trade company ltd.
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PROMOTION:The company offers a Sony card and a play station card, these are rewards card allowed to customer.
When they purchase Sony product and services.
Sony provides a discount coupons program offering 25%-50% discount on product such as speakers,
blue ray disc players, notebook and laptops
Promotion is a key element of marketing program. It is concerned with effectively and efficiency
communicating the decision of marketing strategy. So basically promotion is very essential for
marketing.
A company promotional efforts are the only controllable means to create awareness among public
about itself, the products and services it offer there features and influence their attitude.
News and Ads:
News>
1.Life after Sony: Vaio shows off hybrid laptop prototype
2.Sony to sell off Vaio laptop division in effort to stem huge losses
3.Sony launches Vaio Fit 11A Flip laptop hybrid at CES 2014, refreshes Vaio
Range.
4.Laptop Cyber Monday Deals on HP, Asus, Samsung Chromebook, Toshiba,Sony VAIO, Acer and Lenovo Cyber Monday Discount 2014.
5.VAIO launches its first laptops without Sony.
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Ads >
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