Sony India launches VAIO E14A; aims to sell 6.5 lakh VAIO units in FY12

Sony India today announced its ambitious plans to sell a whopping 6.5 lakh VAIO units in FY12, up from 5 lakh units in FY11. This year, Sony India adds VAIO E14A, with unique wrap design with accent colours, VAIO T, the Ultrabook and new models of E, S & Z series to its ever-expanding product portfolio. Sony will also consolidate its distribution network by adding 500 more channel counters, taking the total count to 4,500 in FY12. Sony for the first time introduces on-site support for all VAIO models, beginning July 2012. Towards VAIO marketing, Sony will invest a huge sum of Rs. 90 crore in FY12, starting with ‘Spark a Trend’ campaign with Brand Ambassador Ms. Kareena Kapoor.   

 

Talking about VAIO business in FY11, it has really been a phenomenal success story. By selling 5 lakh VAIO units in FY11, VAIO for the first time emerged as the market leader in the consumer notebook market, hitting 20% market share in the Q3, FY11, as per IDC (International Data Corporation) research findings. Owing to this humongous growth, VAIO became the fastest growing laptop brand in India with 100% growth rate vis-à-vis the industry average of 25%. VAIO also had the strongest brand recall amongst all laptop brands in India on the basis of top-of-the-mind, spontaneous and aided recall, as per research conducted by IMRB (Indian Market Research Bureau). VAIO has been rated very highly by business partners as well, especially on the basis of channel profitability, channel marketing & training and channel policy & management, as per a CRN survey.

 

Mr. Masaru Tamagawa, Managing Director, Sony India, said, “I am very proud of VAIO’s exceptional growth in Indian market and we hope to continue the momentum by further strengthening our business pillars of strong product line-up, robust distribution network and innovative marketing. He added saying, “The contribution of VAIO is also expected to rise from 20% to 25% to the overall sales of Sony India by FY12”.

 

This year, Sony adds a very refreshing line-up of VAIO laptops to its product portfolio.

 

VAIO E14A series comes with a stylish new ‘wrap design’ with colour accent around the laptop’s edge, touchpad and keyboard. Meant for the fashion conscious, you can further accentuate your style statement with the ‘personalization kit’ comprising of matching colour keyboard skin and mouse. This laptop is available at a price range of Rs. 55,990 to Rs. 65,990.

 

VAIO T, the first Ultrabook from Sony can connect easily and directly to the devices you need, such as desk monitors, projectors, and Ethernet. With VGA and LAN cable connectors in addition to USB 3.0, USB 2.0, and HDMI ports, this PC can be connected to devices of all kinds without the inconvenience of mini and micro connectors that require dongles. Available in 11.6 and 13.3 inch screen size, it comes at a very competitive price starting at Rs. 45,990 only.

 

With high-end features such as the best-in-class Full HD display, 5.5 hours of battery life and ultra light weight of just over 1 kg, VAIO Z is an ultimate fusion of mobility and performance. The new Z Series will be available with the new refreshed design featuring VAIO’s 15th Anniversary engraving, with a price tag of Rs. 1,79,900.

 

With its unique Hexashell design, the renewed VAIO S is a perfectly balanced mobile PC. The long battery life and light weight makes it perfect for business travelers. It also has an option of full flat extended body and port replicator option.

 

The new VAIO E series also has a unique ‘wrap’ design. With a starting price of Rs. 27,990, it is most suited for students and young professionals, who can choose from three screen sizes and three refreshing colours.  

 

This product line-up will be available across Sony Centers, VAIO flagship stores and major electronic & IT stores.

 

To ensure that this new and stylish product line-up reaches the masses across India, Sony has a very aggressive expansion plan in place. The distribution network has been aimed to increase from 4,000 to 4,500 outlets by FY12. The company has also undertaken to open 15 exclusive VAIO Flagship stores in FY12 taking the total number to 50 as a dedicated VAIO channel.

 

Sony will pump in an investment of Rs. 90 crore towards VAIO Marketing in FY12, starting with a multi-media campaign ‘Spark a trend’ with Brand Ambassador Ms. Kareena Kapoor. The new campaign is a progression of the highly successful color campaign and elevates VAIO’s design and fashion appeal, focusing especially on the accent lines that make the new E14A series extremely unique.

 

Elated at the launch, Ms. Kareena Kapoor said, “It is a pleasure to be associated with Sony VAIO yet again for the ‘Spark a Trend’ campaign, which highlights the accent design of the new VAIO E14A series. VAIO is a trendsetter and has a very distinctive brand imagery of color, fashion, style & fun and all these elements are very well captured in this new campaign. I hope this campaign will further help in accentuating the brand image and will be well appreciated by the audience.”

 

This brand campaign will be supported by ATL & BTL activities such as Print and Television commercial, cinema, outdoor, shop-front, PR & Web.