Sony Vaio Notebooks Report Submitted By:-Group-8 Parul Gupta (17) Ankush Patodi (19) Rimsha Shaikh (20) Vivek Prasad (41) Sufiyan Shaikh (43) Deepak Choubey (45) Vinith Nair (47) Introduction VAIO is a sub –brand for many of Sony’s computer products. It is an acronym for Visual Audio Intelligence Organizer. Vaio brand started in 1996. It was launched in India on 24 October 2004. Although Sony made computers in the 1980s for the Japanese market only, Sony withdrew from the computer business around the turn of the decade.
Sony’s re-entry to the computer market, this time globally, under the new VAIO brand, started in 1996 with the PCV series of desktops. The VAIO logo also represents the integration of analog and digital technology. The ‘VA’ represents an analog wave and the ‘IO’ represents digital binary code, thus some would call it VA10 or Va-ten. Sony is expanding the use of the VAIO label. It can now be found on notebooks, subnotebooks, desktops and media centers. Network media solutions by Sony will also carry the VAIO brand. Laptop Industry
Laptops were originally considered to be “a small niche market” and were thought suitable mostly for “specialized field applications” such as “the military, the Internal Revenue Service, accountants and sales representatives”. But today, there are already more laptops than desktops in businesses, and laptops are becoming obligatory for student use and more popular for general use. According to IDC India, The laptop sales are growing at much faster rate than projected. India’s personal computer market is undergoing a major ransition. The Notebook PC sales grew at 52. 8% year-on-year (4Q CY09 over 4Q CY08) clocking 6. 9 lacs units in October-December 2009 Dell captured the top spot with a market share* of 26. 3% for the first time in 4Q CY09. followed by HP on 2nd spot and Acer on 3rd spot. The major players in the laptop category in India are: Hewlett Packard (HP) Apple IBM Toshiba Compaq Dell Computers Sony Lenovo Acer SONY VAIO Notebooks Sony-Vaio has become an important player in laptop market after its launch in 2004 in India.
It is well known in market specially for its innovative,stylish and quality products. The VAIO range offered powerful computing performance with a style that could only be from Sony. Sony changed the rules in mobile computer design. No longer did the user have to carry a block of plastic, the opportunity to own a notebook that combined power and style on the move was now available. Sony has a variety of laptops to offer to its customers. These come with different features, quality, designs, models & sizes. The laptops sold by Sony come with brand name of Sony VAIO.
There are different models which differ in different things. Sony produces various models of laptops in different form of different series. These are VAIO SR, VAIO FW, VAIO-X, VAIO CR, VAIO -E, VAIO-W, etc. Market Share:-Sony Vaio currently having a market share of 15 % and aiming at 20 % for coming year. BCG-Matrix Since the overall laptop market is growing rapidly but sony vaio has less market share i. e. 15% compare to Dell,HP and Acer. So it will come in QUESTION MARK(? ). Competitors Dell, HP, Acer, Lenovo, Apple and Compaq are the main competitors for
Sony-Vaio. Initially Sony Vaio was the first to provide stylish and colorful notebooks but now competitors like Dell, HP and Lenovo has also come up with colored and stylish laptops. Sony Vaio is mainly targeting premium customers and hence they high priced their products over other competitors prices . So here people who are price sensitive are preferring other brand rather than Sony Vaio, which is benefitting its competitors. Sales Pitch With the wide range of notebooks Sony Vaio is pitching their various notebook series on different things.
Sony Vaio has classify their target customers majorly in three categories and pitched their product accordingly for those categories. LIFESTYLE Sony makes its notebooks available in various colours and various designs like coloured body and also coloured keyboard. Sony launch these series specially for young and upcoming generation which are attracted toward colours and designs. Sony VAIO notebook comes equipped with Sony’s enhanced multimedia applications like Sony PMB (Picture Motion Browser), VAIO Movie Story, and VAIO Music Box. Mobile/Business For this category Sony Vaio pitched their product for business purpose.
Also they pitched these series as notebooks easy to carry feature like X-series as size zero Series to highlight its slim body . Which also they claim as lightest laptop. Pitched it to executives, which embodies Sony’s high-end PC technology, merging supreme performance with lightweight mobility Entertainment Pitched it as union of functionality and style . Various extra features for better entertainment experience are provided in these series. For ex Blue-ray Disc™ compatibility, wide LCD delivers a breathtaking high-definition home theatre experience etc. Objectives To find out whether the features offered by Sony Vaio matches the sales pitch of Sony Vaio in customers eyes * To find out whether the advertisement of Sony Vaio matches its sales pitch in customers eyes * Sony Vaio is being projected as a premium brand, do the customer perceive it in the same way? Findings Q. 2. Which brand do you use (or used)? Q. 3. What is the main purpose of purchasing or having a laptop? Findings 5. Rank the following brands 1-7, 1 being the most preferred brand and 7 being least 6. If you have a choice to buy a new notebook, which brand would you prefer? Findings 7. Have you ever used Sony Vaio notebooks? . Could you please comment on Sony Vaio website and advt. Analysis using SPSS and paired sample T-test Analysis of significance of various parameters for choosing a laptop brand and laptop of Sony Vaio on the basis of following parameters using T-test. 1. Price 2. Mobility 3. Design 4. Warranty 5. Quality 6. Customization 7. Compatibility Hypothesis for our research on Price H1: there is significant difference between Price playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Price playing an important role in choosing a laptop brand and laptop of Sony Vaio.
Findings * t observed| * 4. 305| * t calculated| * 2. 001| Result: – t observed > t calculated, there for alternative hypothesis i. e. H1 is supported and null hypothesis i. e. H0 is not supported by our research findings. Hypothesis for our research on Mobility H1: there is significant difference between Mobility playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Mobility playing an important role in choosing a laptop brand and laptop of Sony Vaio. Findings * t observed| * 0. 40| * t calculated| * 2. 001| Result: – t calculated > t observed, there for null hypothesis i. e. H0 is supported and alternative hypothesis i. e. H1 is not supported by our research findings. Hypothesis for our research on Design H1: there is significant difference between Design playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Design playing an important role in choosing a laptop brand and laptop of Sony Vaio. Finding * t observed| * -1. 102| * t calculated| * 2. 001|
Result:- t calculated > t observed, there for null hypothesis i. e. H0 is supported and alternative hypothesis i. e. H1 is not supported by our research findings. Hypothesis for our research on Warranty H1: there is significant difference between Warranty playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Warranty playing an important role in choosing a laptop brand and laptop of Sony Vaio. Findings * t observed| * 7. 767| * t calculated| * 2. 001| Result:- t observed > t calculated, there for alternative hypothesis i. . H1 is supported and null hypothesis i. e. H0 is not supported by our research findings Hypothesis for our research on Quality H1: there is significant difference between Quality playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Quality playing an important role in choosing a laptop brand and laptop of Sony Vaio. Finding * t observed| * 8. 269| * t calculated| * 2. 001| Result:- t observed > t calculated, there for alternative hypothesis i. e. H1 is supported and null hypothesis i. . H0 is not supported by our research findings. Hypothesis for our research on Customization H1: there is significant difference between Customization playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Customization playing an important role in choosing a laptop brand and laptop of Sony Vaio. Findings * t observed| * 3. 376| * t calculated| * 2. 001| Result:- t observed > t calculated, there for alternative hypothesis i. e. H1 is supported and null hypothesis i. e.
H0 is not supported by our research findings. Hypothesis for our research on Compatibility H1: there is significant difference between Compatibility playing an important role in choosing a laptop brand and laptop of Sony Vaio. H0: there is no significant difference between Compatibility playing an important role in choosing a laptop brand and laptop of Sony Vaio. Findings * t observed| * 4. 710| * t calculated| * 2. 001| Result:- t observed > t calculated, there for alternative hypothesis i. e. H1 is supported and null hypothesis i. e.
H0 is not supported by our research findings. Recommendations:- QUALITY: More stress on quality and reliability WARRANTY: Talk about after sales services and warranty in advertisements PRICE: If they want to target middle class customer than they should come with a different sub brand References- * http://www. sony. co. in/productcategory/it-personal-computer * http://www. idcindia. com/press/press_release. htm * www. wikipedia. org Questionnaire http://www. surveymonkey. com/s/PPDLWGD People preferences for laptop and their perception about Sony Vaio 1.
Do you have a laptop? a. YES b) NO 2. Which brand do you use (or used)? a) Dell b) Sony Vaio c) HP d) Lenovo e) Acer f). Compaq g)Others 3. What is main purpose of purchasing or having a laptop a)Educational Purpose b)Business Purpose c)Entertainment Purpose d)Status Symbol 4. Rate the following parameters while choosing a laptop on a scale of 1-5. a. Price b. Configuration c. Designs (e. g. materials, looks) d. Mobility( eg. Size, weight) e. Celebrity endorsing the product f. Life of battery g. Brand name h.
After sales service. i. Quality & Stability j. Bundled software k. Compatibility l. Warranty & Service 5. Rank the following brands 1-7, 1 being the most preferred brand an brandd 7 being least preferred. a) Acer b). HP c). Sony Vaio d) Dell e) Compaq f) Lenovo g) Apple 6. If you have a choice to buy a new notebook, which brand would you prefer? a). Acer b). HP c). Sony Vaio d) Dell e) Compaq f) Lenovo g) Apple Sony Vaio Notebook Questions: 7. Have you ever used Sony Vaio notebooks? a)Yes b) No 8.
Could you please give comments on Sony Vaio notebook? ( If Sony Vaio not used, please rate according to your perception about it) 1-Poor ,2-avg 3-Good 4-very Good 5- Excellent a). Price b). Quality & Stability c). Products Designs d). Mobility e). Connectivity f). Bundled software g). Compatibility h). Warranty & Service 9. . Could you please give comments on Sony Vaio website or Advertisement? 1-Poor ,2-avg 3-Good 4-very Good 5- Excellent a). Attractiveness of website design b). Providing product information c). Guidelines to help find right model ). Providing promotion information e). Easy to customize own notebook f). Feeling comfortable with online shopping Personal Detail Gender| | Age| | Educational Qualification| | Current Profession| | Pair Sample statistics:- | Mean| N| Std. Deviation| Std. Error Mean| Pair 1| Rate the following parameter’s importance while choosing a laotop – price| 3. 70| 47| . 976| . 142| | could you please give comments on sony viao notebook – price| 2. 79| 47| 1. 041| . 152| Pair 2| Rate the following parameter’s importance while choosing a laotop – Mobility| 3. 77| 47| . 960| . 40| | could you please give comments on sony viao notebook – mobility| 3. 72| 47| . 926| . 135| Pair 3| Rate the following parameter’s importance while choosing a laotop – design| 3. 64| 47| . 965| . 141| | could you please give comments on sony viao notebook – design| 3. 83| 47| . 892| . 130| Pair 4| Rate the following parameter’s importance while choosing a laotop – warrenty| 4. 38| 47| . 822| . 120| | could you please give comments on sony viao notebook – warrenty| 3. 53| 47| . 952| . 139| Pair 5| Rate the following parameter’s importance while choosing a laotop – quality| 4. 7| 47| . 804| . 117| | could you please give comments on sony viao notebook – quality n service| 3. 45| 47| . 880| . 128| Pair 6| Rate the following parameter’s importance while choosing a laotop – customization| 3. 96| 47| . 955| . 139| | could you please give comments on sony viao notebook – customization| 3. 36| 47| 1. 031| . 150| Pair 7| Rate the following parameter’s importance while choosing a laotop – compatability| 4. 19| 47| . 900| . 131| | could you please give comments on sony viao notebook – compatibility| 3. 57| 47| .927| . 135|
