MARKETING MANAGEMENT- II
FIRST OF ALL, I AM GRATEFUL TO THE ALMIGHTY GOD FOR ESTABLISHING ME TO COMPLETE THIS PROJECT. I PLACE ON RECORD MY SINCERE GRATITUDE TO DR. K.C. PRAKASH, PROFESSOR, MARKETING DEPARTMENT, IBS HYDERABAD, FOR HIS EXPERT, SINCERE AND VALUABLE GUIDANCE AND ENCOURAGEMENT EXTENDED TO ME. I ALSO THANK MY PARENTS FOR THEIR UNCEASING ENCOURAGEMENT AND SUPPORT. I ALSO PLACE ON RECORD, MY SENSE OF GRATITUDE TO ONE AND ALL WHO, DIRECTLY OR INDIRECTLY HAVE LENT THEIR HELPING HAND IN THIS VENTURE.
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INTRODUCTION OF SONY VAIO
MISSION, VISION, GOAL
SONY VAIO AND ITS COMPETITORS IN THE LIGHT OF 4Ps-COMPARATIVE STUDY
| COMPETIIVE ADVANTAGE
PROBLEMS FACED BY SONY VAIO
RECOMMENDED MARKETING STRATEGIES
Sony is known as one of the most comprehensive entertainment and technology companies in the world, be it in the field of motion picture, television, computer entertainment, music or online businesses. It is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. And Vaio is a leading PC brand under the many of Sony’s family of innovations. Its name is an acronym for Video Audio Integrated Operation, but since 2008 it has been amended to Visual Audio Intelligence Organiser to celebrate the brand’s 10th year anniversary.
Although Sony made computers in the 1980s exclusively for the local (Japan) market, the company withdrew from the computer business around the turn of the decade. Sony’s re-entry into the global computer market happened in 1996 with the launch of the new line of PCV desktops under the VAIO brand. The idea was developed by Timothy Hanley, as a way of distinguishing items that use audio and video as well as been functional PC’s. The series of Sony VAIO are built for entertainment, whether it’s listening to music on their Dolby Sound Room technology or watching a Blu-ray Disc on X-black LCD screen. Environmentally friendly and often with great innovations such as solid state drives VAIOs are great computers. The Vaio logo also represents the integration of analog and digital technology with the 'VA' representing an analog wave and the 'IO' representing a digital binary code
To establish an 'ideal' factory that puts emphasis on the spirit of freedom and open-mindedness. A place where designers and engineers can work out their creative and technological skills to the highest potential product like computers and Laptop. Vision:
To seek new approaches to transform their ability to achieve both profitable and sustainable growth.
To make a family product such as sony vaio laptop that completely changes the definition of home entertainment. Whether it is gaming, social networking, or enjoying HD entertainment, Sony Corporation aims to entertain a broad audience.
MARKET SHARE OF SONY VAIO AND ITS COMPETITORS
Sony VAIO has emerged as the market leader in the consumer notebook market in the 4th Quarter of 2011 from Oct- Dec 2011 period, grabbing an overwhelming market share of 20% by volume, as per IDC (International Data Corporation) research findings. Not only this, Sony VAIO is the fastest growing laptop brand in India with 18% growth from Quarter 3, 2011. Sony’s market share has rose consistently in the past two years, right from 6% in Quarter 1, 2010 to the current 20% in Quarter 4, 2011. Sony VAIO has emerged as the market leader in the consumer notebook market in the 4th Quarter of 2011 from Oct- Dec 2011 period, grabbing an overwhelming market share of 20% by volume, as per IDC (International Data Corporation) research findings. Not only this, Sony VAIO is the fastest growing laptop brand in India with 18% growth from Quarter 3, 2011. Sony’s market...
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