Sony plans to double VAIO sales in India

Kolkata, July 13 (Calcutta Tube / IBNS) Digital major Sony India on Wednesday announced its strategy to double VAIO sales in India by selling 5 lakh laptop units in FY11.

VAIO is already the fastest growing laptop brand in India (according to IDC report 2010) with more than 100% growth, said the company.

Masaru Tamagawa, Managing Director, Sony India, said, “VAIO contributes 20% to the total sales revenue of Sony India and hence a very important part of our business. This year, our objective is to ensure that we offer a VAIO to meet the lifestyle requirements of every customer.

“We have an exciting product line-up of 62 models, a robust distribution network of 1500 outlets and heavy marketing investment of Rs. 50 crore to reach our business target of 5 lakh units in FY11.”

Talking about the new brand campaign, he said, “‘More Colour.More Style’ campaign is all about making a lifestyle statement and with Kareena Kapoor as the face of this campaign, we hope it will resonate well with our customers.”

Sony offers an extensive VAIO line-up that is aimed at different consumer segments with varied lifestyle requirements ranging from business class to college goers to even casual PC users. The price, features and the captivating colours compliments the product ensemble and lends unique beauty to the product offering. Details for each series are as follows:

To ensure that the product line-up reaches the masses across India, Sony has a very aggressive expansion plan in place. The distribution network would see an increase of about 700 outlets, raising the count to 1500 in FY11 from 800 in the previous year. The company would also open 30 exclusive VAIO Flagship stores in FY11 taking the total number to 50 as a dedicated VAIO channel.

Sony will launch ‘More Colours.More Style’ VAIO brand campaign featuring its popular Brand Ambassador and actor Kareena Kapoor.

Kareena said, “I am very glad to be associated yet again with Sony VAIO for the ‘More Colour. More Style’ campaign. VAIO is different, vibrant and ultra stylish and makes for a perfect lifestyle statement, and this message is reinforced in the new brand campaign. The essence of this campaign is ‘Uniqueness’, so there is VAIO to suit every style and speak every mood.”

Business facts summary (National):

In FY10, Sony sold 2.5 lakh notebooks which is expected to go up to 5 lakh notebooks by FY11. The consumer notebook market in India stood at 17 lakhs units in FY10 and is expected to increase to 25 lakhs units by FY11

For VAIO category, Sony has earmarked a budget of Rs. 50 crore towards marketing activities in FY11. Out of this, Rs. 25 crore has been allocated to ‘More Colour.More Style’ campaign.

In FY10, Sony achieved a market share of 15%, the company targets 20% share by FY11.

Expansion of channel network to 1,500 counters by FY11 across 200 cities up from 800 sales counters in FY10. VAIO Flagship stores to increase to 50 counters by FY11, an increase of 30 counters from 20 in FY10.

Business facts summary (West Bengal):

Sony targets more than double sales by selling 44,000 units of VAIO laptops in West Bengal region, up from 21,000 units sold in FY10. The consumer notebook market in West Bengal stood at 1.5 lakh units in FY10 and is expected to increase to 2 lakhs units by FY11

Expansion of channel network to 100 outlets by FY11, double from 50 outlets in FY10

Sony has earmarked a budget of Rs. 3.5 crore towards to promote VAIO Brand campaign ‘More Colour. More Style’.

In FY10, Sony achieved a market share of 14% in West Bengal, the company targets 22% share by FY11.

Contribution of West Bengal region to VAIO sales was 6% in FY10, which is expected to go upto 10% in FY11.