Sony’s new campaigns to boost up VAIO sales


New mix, New Spark! Sony India very recently has been coming up with a lot of new sparkling campaigns. ‘Spark a Trend’, the multimedia campaign by Sony was on air during June – August 2012. This was organized in order to increase the overall Sony sales for the year. Sony India is making new moves for the expansion of VAIO series, which has a large range of laptops and making its presence felt extensively in the notebooks market. Sony has decided to invest Rs. 90 crore for VAIO’s marketing in ATL (Above the Line) and BTL (Below the Line) activities. This Rs. 90 crore is set to help the company meet the target of 6.5 lakh VAIO units’ sales and 25% sales contribution.

VAIO has already established 100% growth rate when compared with the industry average of 25% in the laptop segment in India. As per the company sources, the VAIO product line accounts to 20% of the total sales of Sony India. Sony India’s plan is to ensure that VAIO brand meet the lifestyle requirements of every customer. ‘More Color More Style’ campaign was conceptualized around this objective. The campaign with Ms. Kareena Kapoor as the face is showing up good success when it comes to connecting and resonating with customers. The new campaign will be focusing more onto communicating the design sensibilities and the new fashion appeal of the VAIO product line.

2011 was a remarkable year for Sony VAIO. Research findings of IDC (International Data Corporation) show that 2011 was a record year for Sony VAIO as they established themselves as the leaders in the consumer notebook market for the first time with a sales of 5,00,000 VAIO units and a market share 20%  in the third quarter.

What makes VAIO brand special?

Experts observe that VAIO brand image is built around the attributes of being colorful, trendy, vibrant and fun filled which has been working to their advantage. Choice of Kareena as brand ambassador worked out magic when it comes to brand creation especially among the youth segment. In own words of a top executive of Sony India, “Kareena matches the level of energy, vibrancy, passion and fun associated with VAIO, and thereby elevates the inspirational value of the brand.”

The laptop sales had been double the usual during the ‘SizeZero’ campaign, ‘Go Vivid’ campaign and ‘More Color. More Style’ campaign, which came was launched in 2009, 2010 and 2011 respectively. Along with the new models of notebooks, VAIO has come up with it first Ultrabook, VAIO T, which is the new product portfolio and the price range starts from Rs. 45,990 for Ultrabook and Rs. 55,990 for the Notebooks.

Time to look back and witness some more aggression and some of the best campaigns of Sony VAIO!


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