Electronics major Sony India has earmarked a marketing budget
of Rs 900 million for the fiscal to push its new line of Vaio
laptops. In the previous fiscal the company spent Rs 500 million
for the laptop range.
conceding that there is an overall economic slowdown, Sony
India MD Masaru Tamagawa said that there is a lot of potential
for growth in the laptop segment as the market penetration
is limited. "We aim to sell 650,000 units this fiscal.
We sold 500,000 units in the previous fiscal. We have launched
a new campaign 'Spark a Trend' featuring our brand ambassador
Kareena Kapoor. This campaign runs from June-August 2012."
added that Sony Vaio has the strongest brand recall among
laptop brands on the basis of top of the mind, spontaneous
and aided recall. The contribution of Vaio to Sony India's
sales will grow from 20 per cent to 25 per cent this fiscal.
"We will offer free onsite services. Through the 'Spark
a Trend' campaign we aim to create a new trend in the laptop
industry. About 50 per cent of our spends will be on above
the line," added Tamagawa.
her role as the brand ambassador and the new campaign, Kapoor
said that before a campaign is finalised she sits with the
company to discuss what will work. "The focus of this
campaign is on accenting the edge. The previous campaign had
focussed on the different colours. Sony is my most prestigious
brand. It is iconic in terms of the way that they shoot their
ads. It is more a part of me than my films. I have been associated
with Sony for four years and I appreciate the fact that they
have been loyal towards me," she said.
India will also increase the distribution network for by 500
more outlets from 4000 at present. The company will also open
15 exclusive Vaio flagship stores this fiscal.
the products launched is Vaio E14A which comes with a new
wrap design with a colour accent around the laptop's edge,
touchpad and keyboard. This targets the fashion conscious.
T is the company's first ultrabook. This connects to devices
like desk monitors, projectors and ethernet. The Vaio E series
targets young students and professionals. There are three
screen sizes and three colours to choose from.