SONY VAIO
“SONY VAIO” CASE ANALYSIS
Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015
Main Issues and objectives of the report:
The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to, too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global level. The important question for the product manager, is does this global research help me better understand the consumers in China? And if yes, does it give more knowledge of the segmented groups in China that I can target for the VAIO laptop.
Background:
The Sony Corporation in 1996, wanted to build on its consumer line. Which in the past consisted of camcorders and Walkman stereos. In mid-1996 Sony introduced a high-end laptop; and Sony’s targeted segment were consumers whose top priority was to have a great design and stylish. Sony realized opportunity discovery in the market; because of their competitors produced laptops that were not stylish. Most laptops were boxy, bulky, heavy and monochromatic in grays and blacks.
Sony released the VAIO 505 line in 1998, the product received a lot of awareness and recognition; the VAIO was seen as a revolutionary product. The VAIO 505 designed was visibly noticeable and stood out from the rest of the competitive brands on the market, is was seen as a “statement computer”. VAIO 505 was extremely popular amongst businesspeople who are image-conscious, who cared what their laptop said about them. Sony continued to make improvements on the VAIO laptop with reducing the weight and size.
Globally consumers saw Sony VAIO as a premium brand, that it was a high-end product; Consumers developed a strong correlation between Sony VAIO’s premium image and high prices which kept Sony from having a lot of consumers.
Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015
Main Issues and objectives of the report:
The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to, too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global level. The important question for the product manager, is does this global research help me better understand the consumers in China? And if yes, does it give more knowledge of the segmented groups in China that I can target for the VAIO laptop.
Background:
The Sony Corporation in 1996, wanted to build on its consumer line. Which in the past consisted of camcorders and Walkman stereos. In mid-1996 Sony introduced a high-end laptop; and Sony’s targeted segment were consumers whose top priority was to have a great design and stylish. Sony realized opportunity discovery in the market; because of their competitors produced laptops that were not stylish. Most laptops were boxy, bulky, heavy and monochromatic in grays and blacks.
Sony released the VAIO 505 line in 1998, the product received a lot of awareness and recognition; the VAIO was seen as a revolutionary product. The VAIO 505 designed was visibly noticeable and stood out from the rest of the competitive brands on the market, is was seen as a “statement computer”. VAIO 505 was extremely popular amongst businesspeople who are image-conscious, who cared what their laptop said about them. Sony continued to make improvements on the VAIO laptop with reducing the weight and size.
Globally consumers saw Sony VAIO as a premium brand, that it was a high-end product; Consumers developed a strong correlation between Sony VAIO’s premium image and high prices which kept Sony from having a lot of consumers.