Saturday, August 8, 2009

Product Lines
Sony Vaio’s product lines are categorized into the six characteristic products that there are lifestyle, mobility, multimedia, VAIO Professional, VAIO Digital Home, and VAIO accessories. VAIO invent its product that separates the consumer wants and needs because it knows well about the differences. Some consumer is look for notebook to be convenient for carrying everywhere. The difference is a important factor to create a new product. As we can see, a product is able to have one more characteristic such as P Series. That represents both lifestyle and mobility. Lengths of the product lines do not generally require adjustments. However, the width could be shortened by integrating VAIO for multimedia into VAIO on the mobility.
Lifestyle
o CS Series
o P Series
o W Series
Mobility
o P Series
o SR Series
o TT Series
o Z Series
Multimedia
o AW Series
o FW Series
o NS Series
VAIO Professional
o BZ Series
VAIO Digital Home
o CP Series
o HS Series
o JS Series
o LN Series
o LV Series
o RT Series
o TP Series
VAIO accessories
o AC-Adapters
o Memory Modules
o Bags and Carrying Cases
o Mouse & Keyboards
o Batteries
o Docking Station
o Drives

Logo
The concept of logo design represents the integration of analog and digital technology. The 'VA' represents an analog wave and the 'IO' represents digital binary code. Besides, the pronunciation VAIO likes the word “bio” that means life as biochemical technology. VAIO was originally an acronym for Video Audio Integrated Operation, but since 2008 developed to Visual Audio Intelligence Organizer to celebrate the brand's 10th year anniversary.The branding was created by Timothy Hanley to differentiate items to include the utilize of consumer audio and video, as well as being conventional computer products.


VAIO LOGO

Target group
Choosing target group is an importance key in each business because the target group is the group of customer who has wants and preferences their product. If they choose a right target group that appropriates with their product, they will be easily successful in their business.


VAIO is a brand that it targeted its target group to have the most potential and to appropriate with the most product personality. The target group of VAIO is high incomes because VAIO is a luxury brand personality which its price starts at 29,999 – 149,900 Baths. This target group usually buys a product which reflects their economy status. They aren’t worried about the price, although VAIO is very high price compare with other brands. Moreover, its target group is between 20 to 45 years that consist of a college student and working age. They are high using rank and give importance with technology. VAIO separates product characteristically to follow the age of consumer. For example, VAIO Z is notebook for the executive. Next, all genders use VAIO that it realizes to the difference both female and male. It needs to design product to indicate the masculinity to be smart or strong for black, gray, and blue but the femininity have the colorful design of pink, red, green, and brown. Besides, VAIO accessory such as bag designs for a female style. Lastly, the target group has the modern lifestyles that are trendy, fashionable, prestige, and high tech. This target group wants VAIO notebook reflects to their lifestyle such as VAIO P. It is pocket style PC to be a fashion accessory. So, VAIO notebook is supported consumers each segments of incomes, ages, genders, and lifestyles.
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Branding
VAIO brand is known well for notebook PC product. VAIO is sub brand of Sony that it have slogan ‘like no other’. A Corporate brand value supports VAIO to have advantages of a guarantee of value and quality. Consumer can trust for the quality of VAIO to support by Sony. Moreover, VAIO is awarded No.1 notebook PC brand that consumers are continually satisfied from BrandAge, Marketeer, and Trusted Brand of Reader’s Digest, by Thailand’s most admired brand survey. To guarantee that is favorite and popular one.

VAIO has building up brand recognition in market with their advertising that mention to recognize to consumers. It is the quality, innovation, and value.
· Quality Sony VAIO has an origin in Japan. Consumers know well that Japan is the potential of labor skill and production in electronic. Japanese believes that each manufacturing must have the same quality. Traditionally, VAIO is referred to the quality not only usability but also material. That the materials used to build each VAIO notebook are only ever selected for its quality so as well as sleek looks and processing power. VAIO is designed to cope with high end materials of everyday use. Moreover, VAIO is made by human hand guarantees the utmost in quality and strive for a complete notebook in manufacturing.
· Innovation when we talk to VAIO notebook, we unusually think of its innovation in every time. Since its introduction, each new VAIO model has been a showcase of our advanced innovation know-how. Till today, this unfailing principle remains very much an integral part of VAIO product development process. VAIO have development product to be outstanding in term of products because the world of technology is movement all time. Being the first research make advantage to brand that is key success of Sony VAIO. There are the new innovations such as. Fingerprint Recognition The integrated biometric fingerprint sensor fitted to selected Sony VAIO notebooks means that you’ll never have to remember your login password ever again. Simply slide your fingertip over the sensor and start working. Dual Layer Drives is store more on your Sony Dual Layer Drives mean that the next time you save something to DVD. There will be twice as much storage space to finish the job.
· Value looking for a functional product, someone is looking for a powerful brand to be the great brand value such as VAIO. It has the brand value to impress consumers as luxurious, modern, prestige, fashionable, hi-tech, and high class. Those values are recognized inside consumer’s mind that they feel proud to possess. Brand value isn’t concrete object but it is understood well that have the powerful attraction consumers. Nevertheless, the benefit of those values makes VAIO to be premium brand for the high price product. Building a positive value is difficult thing but VAIO is able doing it with its potential in term of product thought promotion.

Sony VIAO brand strategy
· Global brand strategy
Selling the same product in every market has building the similar product and the similar preference. According to VAIO notebook consumers also acknowledge around the world that Thai consumer like American or Japanese consumer. Using global brand makes VAIO advantages for advertising and promotion to access every market with brand image to have standardization.
· Line extension strategy
Making consumers has several choices within a brand. Nowadays, there are differences consumer’s wants that depend on price, performance, lifestyle, design, and etc. So, VAIO invents many series notebook to respond each consumer’s wants. For example, VAIO P-Series is slim enough to carry with one hand. It can fit into a jacket pocket. VAIO FW-Series enhances the multimedia entertainment with a revolutionary with a large screen for a enjoy movies, games, photo slideshows and the Internet.

Positioning/ unique selling point
The specification of VAIO notebook PC positioning is considered for opportunity to access or stand in market. VAIO must apply its unique selling point of product to be clearly different from other competitors such as Apple, HP, Acer, Toshiba, and Dell those bases on direct competitors in Thailand market. Now, VAIO sets its positioning as a prestige brand with high price, high quality, high class, ultimate technology, ultimate design, and modern -IT lifestyle. Those positioning or unique selling point that I mention again in a part of product positioning strategy are considered strategies to be the better choice for market competitors.

Product positioning strategies
· Attributes VAO uses this product position strategy because it emphasizes consumers to attributes of its product that has the ultimate technology and design. Every technological aspect has been carefully thought out when integrating design with advanced technology. All with the one purpose of creating a unique and fulfilling user experience for our valued customers.
· Quality and price This strategy indicates of the difference between high quality –high price and low quality-low price. VAIO has positioning as high quality and price that brand image is a prestige brand to be able guarantee consumer. Because consumers believe that product is high quality and price, it is the best product.
· Use or user This strategy indicates how product use or connect brand name with status or class of users. VAIO notebook PC users are available for the modern and IT lifestyle. VAIO is connected with lifestyles of a college student and businessman who want an outstanding notebook to reflect their lifestyles. Besides, VAIO indicates for a tested user to be high class that likes the luxury product and brand.
· Global consumer culture positioning this strategy emphasize the similar of consumer group for their preference and give importance with brand name that consumer is proud to use same product with the most of people in the world. Sony VAIO indicates positioning for all people especially the global young and global elite.

Key success factors relate to the product
Although notebook PC is a highly competitive industry, VAIO is capable of a leader of notebook PC in Thailand. VAIO can be more than a notebook with design that is outstanding and different from other brands. Not only feature but also colorfulness are several for every lifestyles or luxuries to be believable for businessman. A particular purpose of each VAIO’s design is excellently using in a beautiful feature that means it must be an attractive image whereas it can respond with an excellent performance. Exactly, those are the part of key factors that VAIO has successfulness nowadays.


The key success factors to relate to VAIO notebook PC product are successful in market and satisfied for consumer users. I can divide into four parts.

Development As you know, Sony VAIO is the leader of technology. Each new VAIO notebook PC has been a showcase of its advanced technological or innovated know-how. The unfailing principle remains very much an integral part of VAIO product development process. Every technological aspect has carefully developed with advanced technology all with the sole purpose of creating a unique user experience for VAIO valued customers. The outstanding development with technology or innovation makes the fame that consumers are know well. VAIO invested as much time in developing a perfect cooling notebook for the processing capabilities. There are many advanced developments as the perfect cooling notebook of VAIO such as Stay Connected with Motion Eye Camera, Superb Viewing with Advanced LCD Technology, Complete Experience with VAIO Software, Data Security with HDD Protection, High Performance with Flash Memory, Long-Lasting Power with Ultra Stamina, Versatility with Hybrid Graphics System and etc. Those are VAIO’s development to make the special functional notebook to differ from other competitors.
Design Having a good attraction with beautifully a countenance can charm consumer, they can recognize that product well. Design the countenance or feature is very important because VAIO understands that the real consumer wants for mobile computer’s performance is based on design to suit their lifestyle that can anticipate their working demands and their lifestyle needs. Then, it is designed to be light enough to carry, yet strong enough to handle everyday wear and tear to support consumer’s lifestyles. VAIO designs harmoniously both using and feature t that isn’t just aesthetically pleasing. For example, consumer get a notebook that has had as much time, energy and expertise invested in the look, feel ,and position of its keyboard as in its cooling system or battery life. It is also looks need to reflect the professional design. VAIO is styled so that wherever at the office, in your living room or on the road. It has to be a joy to behold, but more importantly it has to be a pleasure to use.
Difference Making a difference to be outstanding to respond consumers is the advantage success because consumer is wants and desires liked no other. For example ,“For L Series, We want to create New Home Entertainment Market and our marketing perspective from now on will be creating new market for our new model for truly differentiate ourselves from other competitors, to gain comparative advantage for VAIO Brand” Mr. Kazuao Zuyama CEO Sony (Thailand) said. VAIO has tried to make the different thing by research looking forward to a future and to make the first researcher without copying. VAIO gives importance to make the difference of product from its competitors with functional. Moreover, responding consumer wants depends on their lifestyle that is entrainment, mobility, simplicity, and design. The potential that can make difference of product is able make a new different market too.
Dealer VAIO gives importance for having the strong dealers .Furthermore, VAIO continuously have developing dealers for long time. Starting with the single price that dealers haven’t high competition and they can trust for selling VAIO product. VAIO selects key dealers to promote its product and it usually has arranged seminar and training to its dealers. Not only product knowledge but communication of dealers to customers must be well information and introduce about the enjoyment that customers get from VAIO notebook. In addition, VAIO also had suggested for design the display store. The potential and strong dealers can attract customers.
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Others
Service
Serves is very important that it can make the impression to customers. If the product has the good service, it will promote the good image of product. VAIO has the service for the buyer that is truly worry-free because of the excellent before services. Buyer can survey its information on internet, VAIO store, and leaflet to get a total understanding of the VAIO previous to purchasing. VAIO provides service for buyer’s decision to make them satisfy. Moreover, VAIO have service thoroughly after purchase too.
Sony service reception is calling VAIO customer experience marketing department to receive more information with the expert advice. They can answer in every question that customer suspect or have problem especially VAIO product. Customers can feel relieved with this service to be the assisted primary. Sony service reception provides between 9:00am – 6:00pm from Monday to Friday.
Web support is the information service on website about VAIO round the clock. Customers can check information that they want to know more. They can access product information and service information through web support. For example, announcements, compatibility, download, glossary, manuals, product FAQs, tutorials, service centers, service FAQs, and warranty Information. Web support is the convenient way easily that customer can to access VAIO in every where and time.
My Sony This is privileged only Sony customer that they can account through Sony website. The members of MY Sony receive the privileged member. They can receive warranty on their Sony product to expand the time of warranty for three mouths without increasing other expand. For VAIO customer who registers My Sony, there is the fundamental VAIO workshop course. A notebook is not only about work or school anymore. They is taught how the VAIO bundled software and introduction to following VAIO software capabilities such as VAIO Recovery Utility, Sonic Stage, VAIO Music Box, VAIO Media, VAIO Movie Story etc. moreover, learn how to connect their VAIO with Cyber-shot, Handycam or even and produce unbelievable slideshows to their family and friends.
Warrantee
Customers who sign up as a My Sony member and register their warranty online, they will be given an additional tree month warranty, which adds up to a total of fourteen-month warranty. Beside, customers receive warranty by being My Sony members and they can register to receive the other highest warranty.
VAIO extended warranty The extended warranty one year (2,490 baths) increases warranty from a year to two years or two years to three years and the extended warranty two years (3,990 baths) increases warranty from a year to three years.
VAIO Overseas Service For additional peace of mind while travelling, get the VAIO Overseas Service within 60 days of customer VAIO purchase. It provides customer with one-year free servicing of their VAIO in any of the countries listed. VAIO Overseas Service provides in twenty one countries such as Canada, US, Japan, Hong Kong, Taiwan, India, Australia, United Arab Emirates, Denmark, Finland, France, Greece Norway, UK, Sweden etc. This service provides only buying VAIO notebook in Thailand.
VAIO Shield The service of Bangkok Insurance Public Company Limited is protected for a year in case stealing or losing to occur in the real case. It has the insurance for 80% of notebook price and 90% of repairing price.

References
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