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Sony VAIO Emerges As No.1 Player In Consumer Notebook Segment
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Friday, March 02, 2012:
Sony VAIO has emerged as the market leader in the consumer notebook market in the 4th Quarter of 2011 from Oct- Dec 2011 period, grabbing an overwhelming market share of 20% by volume, as per IDC (International Data Corporation) research findings.
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Not only this, Sony VAIO is the fastest growing laptop brand in India with 18% growth from Quarter 3, 2011. Sony’s market share has rose consistently in the past two years, right from 6% in Quarter 1, 2010 to the current 20% in Quarter 4, 2011.
Mr. Masaru Tamagawa, Managing Director, Sony India, commented, “VAIO is a very important part of Sony’s business and contributes 20% to the total revenue of our company. It is really an achievement for VAIO to emerge as the Number One Notebook brand in India and the IDC figures are synonymous of our success in the category. Sony India will remain committed towards offering new age technology and digital concepts to produce and sell excellence.”
Sony followed a three-pronged approach towards achieving this milieu – strong product line-up, aggressive marketing and robust distribution network. In 2011, Sony had a total line-up of 62 models available at price range of Rs. 22,990 to Rs.1,59,900. VAIO S, C, E & Y series were tailor-made to suit the diverse lifestyle of the customers, so there was a laptop for everyone, be it a business executive, style conscious youth, students or even PC beginners. Towards product marketing, Sony spent Rs. 50 crore in FY11 towards ATL & BTL activities including print, TVC, online, shop-front and outdoor activities. Sony launched ‘More Colour. More Style.’
VAIO brand campaign featuring its popular Brand Ambassador, Ms. Kareena Kapoor. To ensure that this comprehensive product line-up reaches the masses across India, Sony had a very aggressive expansion plan in place. The distribution network has been aimed to increase from 700 to 1500 outlets by FY11. The company has also undertaken to open 30 exclusive VAIO Flagship stores in FY11 taking the total number to 50 as a dedicated VAIO channel.
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