Vaio Analysis - Marketing Case

Sony Corporation became known as a major player in the electronics industry since 1946. Widely known in Japan, they built a consumer line that became very popular internationally. It consolidated an $89 billion for the fiscal year ended in March 31, 2010.

Around 2018, despite having known the competitive laptop market, it launched VAIO 505 line that was well received by the consumers. It identified a strategy of positioning itself as a statement computer that instead of casting a wide net to pitch the product to a mass audience, it targeted specific segment of the market. Sony fostered VAIO as a premium brand image and a high-end niche product. As a result, it appealed to specific segment of the market that associated itself with self-expression through style and design and image branding as their top priority in choosing a laptop. Most of these markets are business people and individual consumers that are image conscious. Also, VAIO laptops addressed a consumer dilemma by defying its competitors’ unexcited design of gray or black, bulky and heavy, box like designs. As a result, despite VAIO’s high average selling price, it was still well accepted because it reinforced VAIO’s premium image.

When VAIO was launched in China, it only received moderate success. According to most respondents who were VAIO users, Chinese value brand history and most Chinese people perceived SONY as an early player in the Chinese market. Moreover, although the Chinese consumer had a high regard for Japanese electronics brand such as Sony, they were generally unfamiliar with or indifferent to the VAIO brand. However, on the flipside, VAIO’s commitment to a premium position extended in China. This appealed to specific Chinese laptop users who perceived VAIO as young and trendy as a result of its unwavering position to be a statement computer. They not only valued its functionality but more of its intangible benefits such as peace of mind. This is

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