Sony India launched the VAIO personal computers on Tuesday. With three new versions of VAIO—VAIO T, VAIO S and VAIO B, Sony plans to enter the new lifestyle segment. The company aims to make your PC experience an enjoyable one by providing complete benefits of Audio Visual experience along with IT features.
The VAIO series has been priced between Rs 80,000 and Rs 1,05,000. “The launch of VAIO in India is critical as it ensures that the Indian consumers experience a product that maximises business needs and consumer benefits,” said Mohit Parasher, General Manager, AV/IT division, Sony India.
On the marketing strategy, he said, “We are introducing a new business model called direct and replenishment, supported by demand and supply chain in India. Our challenge is to change the PC distribution structure in India. In the case of VAIO, our marketing approach will be to go direct and avoid the wholesalers and retailers. Also, we are looking at replenishment which will facilitate better customer services.”
The company has also lined up a communication plan. “We will be advertising through the mainline media like print and television. We are also looking at increasing demonstrations for the customers so that they enjoy the PC experience.”
As of now, the total PC market is around 2.5 million and the notebook PCs are around 2,50,000. Sony’s turnover for the year 2004 is Rs 1200 crore and the growth has been 43 per cent higher than last year, says Parasher, adding that the company intends to double the sales of PCs between the period 2003 and 2006.