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.