Sony Vaio Report on Laptop

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Sony Vaio Notebooks
Report

Submitted By:-Group-8
Parul Gupta (17)
Ankush Patodi (19)
Rimsha Shaikh (20)
Vivek Prasad (41)
Sufiyan Shaikh (43)
Deepak Choubey (45)
Vinith Nair (47)

Introduction
VAIO is a sub –brand for many of Sony’s computer products. It is an acronym for Visual Audio Intelligence Organizer. Vaio brand 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 withdrew from the computer business around the turn of the decade. Sony's re-entry to the computer market, this time globally, under the new VAIO brand, started in 1996 with the PCV series of desktops. The VAIO logo also represents the integration of analog and digital technology. The 'VA' represents an analog wave and the 'IO' represents digital binary code, thus some would call it VA10 or Va-ten. Sony is expanding the use of the VAIO label. It can now be found on notebooks, subnotebooks, desktops and media centers. Network media solutions by Sony will also carry the VAIO brand. Laptop Industry

Laptops were originally considered to be "a small niche market" and were thought suitable mostly for "specialized field applications" such as "the military, the Internal Revenue Service, accountants and sales representatives". But today, there are already more laptops than desktops in businesses, and laptops are becoming obligatory for student use and more popular for general use.

According to IDC India, The laptop sales are growing at much faster rate than projected. India's personal computer market is undergoing a major transition. The Notebook PC sales grew at 52.8% year-on-year (4Q CY09 over 4Q CY08) clocking 6.9 lacs units in October-December 2009 Dell captured the top spot with a market share* of 26.3% for the first time in 4Q CY09.followed by HP on 2nd spot and Acer on 3rd spot. The major players in the laptop category in India are:

Hewlett Packard (HP)
Apple
IBM
Toshiba
Compaq
Dell Computers
Sony
Lenovo
Acer
SONY VAIO Notebooks
Sony-Vaio has become an important player in laptop market after its launch in 2004 in India. It is well known in market specially for its innovative,stylish and quality products. The VAIO range offered powerful computing performance with a style that could only be from Sony. Sony changed the rules in mobile computer design. No longer did the user have to carry a block of plastic, the opportunity to own a notebook that combined power and style on the move was now available. 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 come with brand name of Sony VAIO. There are different models which differ in different things. Sony produces various models of laptops in different form of different series. These are VAIO SR, VAIO FW, VAIO-X, VAIO CR, VAIO -E, VAIO-W, etc. Market Share:-Sony Vaio currently having a market share of 15 % and aiming at 20 % for coming year. BCG-Matrix

Since the overall laptop market is growing rapidly but sony vaio has less market share i.e. 15% compare to Dell,HP and Acer. So it will come in QUESTION MARK(?). Competitors
Dell, HP, Acer, Lenovo, Apple and Compaq are the main competitors for Sony-Vaio. Initially Sony Vaio was the first to provide stylish and colorful notebooks but now competitors like Dell, HP and Lenovo has also come up with colored and stylish laptops. Sony Vaio is mainly targeting premium customers and hence they high priced their products over other competitors prices .So here people who are price sensitive are preferring other brand rather than Sony Vaio, which is benefitting its competitors. Sales Pitch

With the wide range of notebooks Sony Vaio is pitching their various notebook series on different things. Sony Vaio has classify their target customers majorly in three categories and pitched their product accordingly for those categories. LIFESTYLE

Sony makes its notebooks...
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