InternatG2-Sony-Vaio-Case-Study IMM.pptx

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1. Case Study Presentation : Sony Targets Laptop Consumers in China GROUP 2: 36BM22: HARSH VARDHAN SINGH 36BM49: SHASHWAT Presented by

2. Sony VAIO Marketing Plan Segment to Target Positioning of VAIO A study of consumer values Qualitative Interview Data A segmentation study 2 Introduction Marketing Research Reports CLUES COMPASS

3. 3 Road map of VAIO

4. The Shanghai Report Status seeking by purchasing foreign and high end brands for quality over counterfeit local brands 50% of population post 1980 was working age population well educated than previous generations and exhibited more of status seeking behaviour Demographic data of desktop and laptop users with Sony’s chinese market share clearly forecasted Helped Sony understand customer mindset and earned them an elite customer base for VAIO laptops Customer Interviews Brands convey the identity of a person, a sign of status Social interaction for product and technology advice Negligence of ambiguous information Helped Sony understand usage of laptops by different customers Findings 4

5. Chinese Laptop User Survey (CLUES) - Productivity tools - Business technology Business Focused 16 % - Highest women - Stylish Laptops - Simple interface Family User 22 % - Fastest and powerful - Technology driven - Interfacing of devices Tech Enthusiast 16 % - Cool looks - Trendy and fashionable - Social networking Fashion Oriented 15 % - Widest Applications - All round activity - Functional capability Heavy User 13 % - Video games,Music player etc - Youngest Segment - Do not require advanced features Entertainment Lover 18 % Segmentation of Chinese customers based on usage Customers aged 18-55 with laptops or wanted to purchase one To observe similarities and differences in needs between segments View of market opportunities as per the current population trend Insights on product preferences by various groups 5

6. Project Compass: 9% Values both personal and professional social networks Uses technology to aid social connections Functional Socializers Unfussy Basics 24% Looks for Simple Devices Do not care about technology 12% Prefers stylish and brand new technology Do not care about performance, like to show off with them Status Focused 17% Desire to study and master latest technology Likes to use advanced devices Technosocializers 16% Share tech-information with peers Value interpersonal relationships and social connections 22% Value empowering and life-enhancing technology Self-reliant and live for getting the most of every moment Quality of Lifers 6 INSIGHTS Being a global survey, deeper insights were available. Key aspects to cover for attracting larger audience : i ) Technology & Software ii) Multimedia & Productivity iii) Stylish & Simplicity Performance Seekers

7. Improving Market share Sony has captured only 6.1% of the entire China shares which is only half of its global shares around 11.9% . Special efforts needed to attract the majority of population for improving market share. Targeting Lower and Middle Classes: Laptop users from Upper class are at 46 percent, whereas they represent only 10 percent of total market population. Lower and Middle class show reluctance due to the higher Average selling price. They can be attracted by releasing the same laptop model in low and mid range prices with slight compromises in performance aspects. The high end model can be continued to showcase premium features Reference : Exhibit 3 7

8. Compass Segment Represented within the CLUES Segment in percentage 8

9. CLUES Segment Represented within the Compass Segment in percentage 9

10. Selection of Target Segments in Chinese Market The strategy always adopted by Sony for the VAIO laptop is to bring together style and design in their high-quality niche product, keeping in check various factors like weight and size. In addition to it, revenue will be generated by those segments who plan to purchase a new laptop within short time. As a result, user segments like Entertainment Lover and Fashion Oriented can be approached at first, followed by segments like Heavy User . 10

11. Approach to Reach the Desired User Segments 11

12. 12 Appendix

13. CLUES Segment Represented within the Compass Segment in percentage Entertainment Lover Business Focused Family User Tech Enthusiast Fashion oriented Heavy User Total Technosocializers 13 19 14 8 25 21 100 Performance Seekers 8 22 3 40 8 19 100 Status Focused 21 15 22 15 17 10 100 Unfussy Basics 23 17 41 2 13 4 100 Functional Socializer 19 2 55 6 16 2 100 Quality of Lifers 21 15 8 23 15 19 100 13

14. Compass Segment Represented within the CLUES Segment in percentage Entertainment Lover Business Focused Family User Tech Enthusiast Fashion oriented Heavy User Technosocializers 12 18 10 8 26 25 Performance Seekers 8 24 2 43 9 25 Status Focused 14 12 12 11 14 9 Unfussy Basics 31 25 45 3 20 7 Functional Socializer 10 1 23 3 10 2 Quality of Lifers 26 20 8 31 22 32 Total 100 100 100 100 100 100 14

15. THANK YOU!!! 15