Sony India increases Vaio's marketing budget by Rs 400 mn

MUMBAI: 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.

While 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."

He 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.

On 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.

Sony 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.

Among 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.

Vaio 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.

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