For long, Sony VAIO notebooks have been considered to be fit for upper echelon of computing & entertainment society. No doubt, the Japanese honcho did captivate and enchant the computing psyches of the global community, however, its arrogance on the pricing front has equally been tolerated by the people across the globe. This is the only brand whose flagrant 'price-delinquency' has largely been ignored by computing & entertainment world which blissfully tends to own the so called arrogant brand in Sony VAIO. Once fall in love with Sony VAIO, remains a staunch disciple.
Same is the scenario in the Indian market where Sony VAIO maintains a market share of 15 per cent in the consumer notebooks segment. But, Sony India is not satisfied with the present market share its VAIO range of consumer notebooks notch up (given the depth of the Indian demography). “The scope is tremendous for us in the Indian market. And we've devised ways for getting bigger pie in the consumer notebooks segment in the country”, says Masaru Tamagawa, Managng Director, Sony India Pvt Ltd. That Sony VAIO behaves in esoteric fashion (popular among upper stratum of gleaming India) but the company is keener to take the Sony VAIO brand to general masses. For which, it has rationalized its pricing spectrum to some extent. “We've not undergone through a pricing U-turn, rather, have extended the product range so that the Indian masses could chose from our offerings”, says Sachin Thapar, Head, IT, SE & PS Sales & Marketing Department (Marketing Division), Sony India Pvt Ltd. So, the company has donned an 'inclusive image' in the Indian market. In the meantime, Sony India has launched a slew of swankiest range of notebooks which includes the much talked about VAIO X Notebook. “At 655 gms and just about a half-inch, Sony VAIO X is setting a new benchmark in notebook technology as the word's lightest notebook”, says Tamagawa.
The launch of X-Series also coincides with the signing up a contract with Bollywood's ace actress Kareena Kapoor. “We've roped in Kareena as she personifies agility, slimness and dynamism. X-Series harbinger a new phase where ultra-slim notebooks would be offered in large number by Sony. Kareena would be part of a consumer brand campaign including a TV commercial and print advertisng specifically designed to engage Sony's core target audiences”, says Tamagawa. For Sony VAIO X notebooks alone, the company has spearheaded a marketing corpus of Rs 15 Crore. “The company has embarked on a rapid phase of market expansion, and product enhancement. In financial year 2009, we expect to garner a market share of 15 percent in the consumer notebooks arena. I hope to increase it to 20 per cent by 2010”, says Tamagawa. In the mean time, the company plans to stretch its reach in the country by expanding its channel network. In 2008, Sony had 500 sales counters in the country which would be increased to 1000 by 2010.
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