Laptop Project (SONY)

8/10/2019 Laptop Project (SONY)

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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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Laptop Project (SONY)

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