International Institute Of Professional Studies

IMC Project On SONY VAIO

Submitted to: Submitted by: Mr.Gaurav Sethia Divpreet Chhabra Jasneet Khanuja Madhuri Kumari

MAKE BELIEVE

SONY VAIO

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Contents• INRODUCTION• PRODUCTS• PROMOTION STRATEGY• SALES PROMOTION• ADVERTISING• PERSONAL SELLING• PUBLIC RELATIONS• SPONSORSHIP

INTRODUCTION

• Sub brand of sony’s computer product.

• Acronym of “Visual Audio Intelligence Organiser”.

• Brand was created by Timothy Hanley in 1997.

• First launched in U.S.

• The Vaio logo represents the integration of analog & digital technology with “VA” representing analog wave & “IO” representing Binary code.

• VAIO models come with SONY proprietary with XBRITE displays.

• VAIO laptops are a combination of smooth screen, anti reflection coating, high efficiency lens sheet.

• VAIO is the first one to use switchable graphics & blue ray disc burner.

VAIO notebooks• EC series.• X series.• P series• W series.• F series.• CB series.• CA series.• SA/ SB/ SC series.• SE series.• Y series.

IMC CAMPAIGN

PROMOTION STRATEGY

Promotion• Promotion is the communicated process to the market between buyer, seller, retailer or others.

• Giving the information such as persuasion is recognized about brand and product well. •Promotion is very influence to change the attitude, belief, feeling and target market’s behaviour.

Pull strategy• VAIO uses pull promotional strategy that attracts consumers on advertising to buy or demand for product. • Consumers receive directly information from the media on TV, radio, billboards, leaflet, Internet, and mobile-ads etc. This strategy can sell the product without suggestion of seller.

Push strategy.

• Push strategy is a promotional strategy that is used for increasing consumer to demand the product by trade promotion activities.

• Moreover, using sale promotion or personal selling is kinds of persuasion consumer.

SALES PROMOTION

Sales promotion.

• Sale promotion is a marketing discipline that utilizes a variety of the incentive techniques to structure sale.

•Distributing a premium product is a standard promotion. The premium product is accessories that are case & pouch, mouse, docking station, and micro vault. These premiums supported absolutely VAIO users to enhance when using it.

•Furthermore, VAIO uses the sale promotion of price-off especially in Commart X'Gen Thailand.

•Sony Day - Let’s Cheer in which consumer can buy VAIO for the special price.

•VAIO CS series discount 2,000 Baths and pay by instalments zero presents within a year.

advertising

Advertising

• VAIO classifies its segmentation to communicate directly with each ages or lifestyles of consumers such as teenager or young who want notebook to reflect to their lifestyles.

• Using message to make recognition about functional, smart, cool, and modern is available for teenage or young.

•Representing only an advance technology isn’t enough, VAIO uses the emotional advertising to make consumer feeling accompany with VAIO. An emotional aspect is made consumer to be proud when they use VAIO and feel required to possess it.

•VAIO advertising campaign, “Show It with Your VAIO” this advertising emphasizes feeling and pride to possess and use VAIO

Advertising VAIO CS on Magazine

•This advertising promote VAIO CS on magazine such Student Weekly. It uses a teenage actor who is Pattie. This advertising has the concept of Inspired by sensuality.

•Core communicative message: To communicate to customer especially teenager and young. There are the new products VAIO CS for five colours to separate with the personality. For example, brown reflects artist or pink reflects suavity. Moreover, communication about its feature has the detail of ram, platform, screen size, hard disk etc and communication about product positioning is modern and colourful.

•Product unique selling point: The design to reflect the lifestyle is the unique selling point with the colourful design. Using colour reflect not only personality but also feeling and inspiration. There are five colours with the beautiful design. The second unique selling point is the presenter who is very famous for teenage and young person to reflect brand positioning.

•Advertising impact: This advertising has the preference for teenager and young who are looking for the beautiful colour notebook design. Advertising has an emotion aspect that target group want to buy and possess it.

Advertising VAIO on Catalogs

•This advertising is advertising on VAIO catalog that it distributes in VAIO store, event, and road show. Customers can read its information on catalog before purchasing. This advertising is very looked the professional performance.

•Core communicative message: There is the information about its performance such as VAIO AW is perfect for both professional photographers and photo enthusiasts and the characteristic of product is high definition video on VAIO AW incredibly smooth.

•Product unique selling point: VAIO AW has the unique selling point for the deluxe design. An extraordinary VAIO deserves an extraordinary look. The design is available for man with back colour and show the smart product.

•Advertising impact: This advertising has the impact for desire. It is desire for customer who wants a notebook to be perfect with an integrated colour management system to support taking photo and watching movie.

Advertising campaign on TV

•This is introducing the new Sony VAIO P Series on VAIO commercial. It is very interesting for consumer who is looking for the second notebook to support their lifestyle. The advertising has benefit to communicate its message to consumer.

•Core communicative message: This aim advertising gives the information to audience that it has a new revolution produce to attain in their creation. There are more colors with the modern design. This product has the positioning to represent the mobility to carry easily and show brand image which is the leader of technology to be fashionable luxurious, and modern.

• Product unique selling point: The outstanding of this advertising represent the lifestyle that users are the modernist to concentrate with using a convenient notebook because there are popularity about using notebook to be the new accessory. Next, having the unusual design that it is the world lightest notebook with consist of feature or colour differs form competitors. The premium design has a glittering color and a keyboard.

• Advertising impact: This advertising is easily understood in the message. It reflects to consumer wants in nowadays. It builds an emotional aspect for this product to want to process or to buy especially working woman.

PERSONAL SELLING

Personal selling

• Personal selling has an importance to be inferior to advertising campaign.

• In VAIO store, the sale force makes the good relationship and will communicate well to costumer when they want to know more information.

• VAIO has training the sale force to communicate VAIO information about both its product and entertainment from VAIO.

• They must have the technology knowledge to relate with product to teach consumer.

• Personal selling has every VAIO dealers that is a force promotion in highly competitors.

PUBLIC RELATIONS

Public relationship

• Corporate social responsibility is public relationship.

• Sony VAIO has advantages of public relationship from the corporate brand to take the good brand image.

• The Sony Group recognizes that its businesses have direct and indirect impact on the communities in which it operates.

• The goal of supporting positive relationships within the communities in which we work in.

• Sony engages in a myriad of activities to address appropriately the local needs and also encourages employees to play an active role in their communities.

• Someone Needs You is a global, in-house volunteer program designed to enhance community relationships

SPONSERSHIP

· Sponsorship

• Sony is an active sponsor.

• Sony understands that sponsorship is its responsibility to assist like-minded organizations to help them achieve their goals.

•Sony supports the InSIGHT Out project, Sony Thai support Showroom TV Program and Sony Thai supported the 36th Charity Bazaar

GO VIVID WITH

THANKING YOU