New Delhi : Sony India has announced its plans to capture 20% of the consumer notebook market with the combination of excellent product design, channel expansion and exciting communication strategy.
At 655 gms and just about a half-inch thin, VAIO X is setting a new benchmark in notebook technology as the world’s lightest notebook. To enable the customer to express themselves in colour, Sony has brought in the chic and stylish VAIO CW that is a perfect mix of passionate design and high performance. And for casual computing, Sony has introduced the netbook VAIO W with improved specifications.
To deliver the ultimate punch of dynamism and energy Sony has signed on bollywood superstar Kareena Kapoor as its new Brand Ambassador for VAIO X. Kareena would be part of a consumer brand campaign including a TV commercial and print advertising specifically designed to engage Sony’s core target audiences.
Announcing the association with Kareena, Mr. Masaru Tamagawa, Managing Director, Sony India, said, “Sony as a brand has evolved significantly and securing a global brand ambassador is a natural progression to take our brand to the next level in an increasingly competitive market place. Kareena’s blend of spirit and style, iconic status, success and charm match strongly with the Sony brand, which prides itself on innovative and cool design with substance. Also Kareena’s dynamism combined with our brand expertise and innovative thinking aims to provide something new and something different to our customers around the world.”
Kareena Kapoor, who was present at the launch said, “I only lend my name to a brand that is suitable to my personality type. VAIO X is slim, stylish and sexy; something that I easily relate with. Even though most people know me as an actor, I have so many passions beyond the movies like fashion, music, technology and design which Sony and I are going to be exploring together through our partnership. And one of the many reasons I like to partner with Sony is because they always bring out what’s right for the time and the trends.”
The consumer notebook market in India is currently estimated at 800,000 units and is expected to increase to 900,000 units by FY2010. Sony India’s FY09 target Market share in the consumer notebook segment is 15% with an aim to reach 20% by FY2010 with the launch of the new VAIO models. Sony is expected to sell 120,000 notebooks in FY09. A continued focus to strengthen brand image this year with an investment of Rs. 200 mil. towards ATL and BTL activities that involves print and electronic media, online, outdoor and shop-front.
Expansion of Channel Network to 1,000 counters by FY2010 across 200 cities up from 500 sales counters in FY08. VAIO Exclusive Brand shops also to increase to 20 counters by FY2010.