Sony to give VAIO a Rs 500 mn marketing push

MUMBAI: Sony India will be spending Rs 500 million on marketing its popular laptop brand VAIO as it pushes for a doubling in sales this year.

Sony will launch a new campaign, "More Colour. More Style", with its brand ambassador Kareena Kapoor. It has allocated Rs 250 million for this campaign, leaving the other half to be spent on other promotional activities.

The brand campaign will be supported with above-the-line (ATL) and below-the-line (BTL) activities, including print and television commercial, Web, PR, cinema and shop-front.

Sony India MD Masaru Tamagawa said, "VAIO contributes 20 per cent to the total sales revenue of Sony India and, hence, is 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 500 million to reach our business target of 500,000 units this year."
Last year, Sony sold 250,000 units of VAIO and achieved a market share of 15 per cent. The company targets a 20 per cent share this year.

Kapoor said, "The essence of this new campaign is uniqueness, so there is VAIO to suit every style and speak every mood."

Sony said it has a favourable record of Kapoor-led VAIO campaigns, doubling the sales of VAIO both the times. She was seen in 2009 (‘Size Zero’ campaign) and 2010 (VAIO E ‘Go Vivid’ campaign).

"The campaign is all about making a lifestyle statement and with Kapoor as the face of this campaign, we hope it will resonate well with our customers,"Tamagawa said.
Sony boasts of a laptop product line-up of 62 models, available in 16 different colours.

Sony is also ramping up its distribution network. "The distribution network will see an increase of about 700 outlets, raising the count to 1500 this year from 800 in the previous year. The company will also open 30 exclusive VAIO flagship stores this year, taking the total number to 50 as a dedicated VAIO channel," said Tamagawa.

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