Project on Sony VAIO laptops

Name of the student* Shailza Arora Shagun Batra Shikha Singh Shivangi Sharma Shoorvir Singh Shruti Wadi Submitted to: Subject: Submitted on: Marks Allotted: Remarks(if any):

PG Roll No: PG20112065 PG20111030 PG20111113 PG20111106 PG20111036 PG20111100

Acknowledgement We students of IILM Lodhi Road PGP Batch13 from Section A want to express our gratitude to all the people who have given their heart whelming full support in making this compilation a magnificent experience. We also wanted to thank our family who inspired ,encouraged and fully supported us for every trials that comes our way .In giving us not just financial ,but morally and spiritually . To our group mates who willingly helped us gather the necessary data's. We are highly indebted to SONY for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. Last but not least we wish to avail ourselves of this opportunity, express a sense of gratitude and love to our friends and our beloved parents for their manual support, strength, help and for everything.

Executive Summary

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Project title: A Study based on Brand of Sony VAIO laptops. This thesis work gives insights on the features and limitations on Vaio laptops in the whole world in particular. Sony came into the market again after a period of time by introducing the segmet of new and advanced laptops . There were already many players who had made their feets firm in the competitive market like India. Sony is now having many executive dealers all over the India and is advancing to much more places as well.

Objectives: To give the information of Vaio laptops to the public. To know the customer preference when it comes to buying laptops. To know how consumer perceive Sony as a brand.

Scope: The scope of the study includes all the available models of sony Vaio laptops in the market today. The study was conducted keeping in mind the market value,the use and the limitations of the brand Vaio. The study attempts to capture the views of the customers to know their preference for Vaio laptops.

Key Players: Sony,Dell,HP.

Table of Contents

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S. no. 1 2 3 4 5 6 7

Contents Acknowledgement Executive summary Introduction Company profile Conclusion Recommendation References

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HISTORY Sony Corporation is also known as Sony Japenese,a multinational corporation which has its headquarters in Minato, Tokyo, Japan and is the worlds fifth largest media upbrought with US$ 77.20billion.Sony is one of the leading manufacturers of ELECTRONICS, products for the consumer and professional markets. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its seven operating segments Consumer Products & Services Group, Professional & Device Solution up, Pictures, Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (sony electronics in the U.S.),sony picture entertainment,sony computer entertainment, sony music entertainment. The Sony Group is a Japan-based corporate group primarily focused on the Electronics (such as Audio Video/IT products & components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys", a loan word into Japanese which in the early 1950s connoted smart and presentable young men. Sony in India Company: Managing Director: Sony India Pvt. Ltd. Mr. Masaru Tamagawa

Date of Establishment: Nov 17, 1994 Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India. Staff Strength: Share Capital: 728 Rs. 550 million

Branch Offices: Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi Business Activities: software exports Marketing, Sales and After-Sales Service of electronic products &

Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman), Audio Video Accessories, Car Audio
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and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products. SONY VAIO VAIO (Video Audio Integrated Operation), was changed to Visual Audio Intelligence Organizer in 2008 to celebrate the brand's 10th anniversary. VAIO logo also represents the integration of analog and digital technology with the 'VA' representing an analog wave and the 'IO' representing a digital binary code.VAIO notebooks are currently shipped with Microsoft Windows professional 7 or Windows 7 Premium home, while high-end models sometimes come with Windows 7 Ultimate Latest Laptops VAIO S Series is the perfectly balanced mobile PC that was crafted to be carried. Its long battery life lets you get more done. It has a built-in optical drive, while maintaining a thin and lightweight body in an appealing full-flat design. Built for mobile use, its constructed of robust materials. Quick Boot in under 17 seconds lets you start using VAIO S Series right away! Count on stellar performance from the 2nd generation Intel Core i7 processor and from the AMD Radeo HD 6470M GPU with 512MB VRAM. VPCS18GG VPCS17GG VPCSB16FG

Brightening your life with a vivid new design using light-emitting material, and brilliant performance - thats what VAIO C Series is all about. Its Hybrid Graphics System automatically optimises graphics performance and saves power.Its all wrapped up in striking vivid lightemitting material that will make you feel energetic and happy. It uses a lightemitting material to create a new and unique look.VAIO C Series is convenient and effortless. You get a choice of screen sizes, 14 or 15.5 to match your usage style.
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VPCCB17FG VPCCB15FG VPCCA15FG

VAIO E Series type 14 design balances personality and simplicity, for a look that fits your interior as well as your lifestyle, everyday. Glossy or matte, vivid or basic colours, the choice is yours. Ample performance let you use it in comfort no matter which room youre using it in. Wireless connection means you can easily link to the Internet and accessories. Dolby sounds proves a quality entertainment. VPCEA46FG VPCEA3BGN VPCEA45FG

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VAIO Y Series offers an effective combination of Core i3/AMD Processor and highresolution 11.6 (29.5 cm) screen, for fast and smooth operation. VAIO Y Series was designed to be stylish and user friendly. The isolation keyboard with ideal key pitch is designed to offer comfortable typing. And the interaction table contributes to reduced hand fatigue. Weighing only 1.46 kg, it is handy to carry around. From your desk or a meeting room, outdoors or back home, count on it to go with you. VPCYA17GG VPCYA15FG VPCYB15AG

VAIO L Series offers fun, intuitive touch operation and more of it! Because in addition to touch-screen convenience, this all-in-one PC goes beyond with a new touch-sensitive frame. Do the usual tap, pinch and flick on-screen, and touch the frame to zoom and to launch key

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features - it wont obstruct your view of the screen! It has a touch-sensitive frame that enhances the touch control experience It is designed to look simply beautiful from any angle, the front, the sides, even from the back. It features a sleek V-shaped stand so the LCD screen looks as if its floating, almost like a picture frame in midair. VPCL218FG

Just imagine being able to enjoy watching and creating 3D content on your PC. With VAIO F Series,thats exactly what you get. The 240 fps high frame rate LCD puts a bright and crisp image on its 16-inch Full HD screen.This is the real thing VAIO F Series Full HD 3D display is based on the frame sequential method with active shutter glasses. The 3D images youll be seeing are bright and crisp by virtue of 240 fps high frame rate LCD. Just imagine enjoying a full HD 3D experience right on your notebook PC. With VAIO F Series,its a reality that unfolds before your very eyes. VPCF217HG VPCF136FG

VAIO J Series brings intuitive touch operation to a Full HD View screen.VAIO J Series touch screen and various touch software make it a wonderful solution for family
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entertainment.The large 21.5 screen offers sufficient size and Full HD 1920 x 1080 pixel resolution that make it great for enjoying movies and photos. Its 16:9 wide aspect ratio is the same as movies on DVD so you can enjoy high quality entertainment in cinematic dimensions.VAIO J Series features a compact, all-in-one design so you can place it anywhere you want. VPCJ128FG

Problems Heat problems In September 2008, Sony announced a worldwide inspection of there TZ-Seriies notebook computers manufactured since June 2007 .All model numbers beginning with VGN-TZ1 and VGN-TZ2 were eligible. The issue involves notebooks which could potentially "generate heat around the DC jack inlet and frame of LCD screen, which creates the potential of deformation of the plastic casing". In the United States, the service offered is generally onsite, whilst in the rest of the world it typically involves collection of the notebook by a courier, often DHL, for servicing in a Sony repair center. VGN-CS Series Cooling Fan failure In October 2007, Sony announced: It has transpired that some VGN-CS series and VGN-BZ series VAIO notebook computers exhibit some uncharacteristic fan noise On affected VAIO notebook computers, the cooling fan will start to make an unusual noise. For affected models highlighted in this notice, Sony offers a free repair service for two years starting from the purchase date. Lack of Recovery Discs If the storage media provided with the laptops fail then the partition is lost and the data can not be recovered. For example,if an Australian resident buys American VAIO unit than he cannot obtain recovery discs from Sony unless he is physically present on American soil.

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Neither Sony Australia or the customer can order recovery discs for the units which are purchased in America. Wireless Hardware Switch As WiFi can be disabled by the user through the hardware switch and the software switch too so it causes a problem if either of the two switch is off and the user does not come to know about the problem and the WiFi will stay switched off.

CSR CSR Report The annual CSR report is one of the efforts by Sony in ensuring accurate disclosure and effective communications with its stakeholders. This report summarizes the CSR activities undertaken by Sony Group worldwide during the financial year. Sponsorship Sony is an active sponsor. Sony understands that sponsorship is its responsibility to assist like-minded organizations to help them achieve their goals. For example of sponsorship, Sony supports the InSIGHT Out project, Sony Thai support Showroom TV Program, and Sony Thai supported the 36th Charity Bazaar. Public relationship Corporate social responsibility is public relationship. Sony VAIO has advantages of public relationship from the corporate brand to take the good brand image. The Sony Group recognizes that its businesses have direct and indirect impact on the communities in which it operates. Find out how Sony is contributing towards being a positive global citizen. Environment Sony recognizes the importance of preserving the natural environment in order to create a supported society for the future generations. Sony is committed to achieving this goal by seeking to combine nonstop innovation in environmental technology coupled with environmentally sound business practices.

Sale promotion

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Sale promotion is a marketing discipline that utilizes a variety of the incentive techniques to structure sale. Sony has promoted its product through different sale promotional strategies. For example, distributing a premium product is a standard promotion. The premium product is accessories that are case & pouch, mouse, docking station, and micro vault. These premiums supported absolutely VAIO users to enhance when using it. Furthermore, VAIO uses the sale promotion of price-off especially in Commart X'Gen Thailand or Sony Day Let's Cheer that consumer can buy VAIO for the special price. For example, VAIO CS series discount 2,000 Baths and pay by installments zero presents within a year. Promotion strategy of Sony Vaio

Promotion Strategy Promotion is the communicated process to the market between buyer, seller, retailer or others. Giving the information such as persuasion is recognized about brand and product well. Promotion is very influence to change the attitude, belief, feeling and target markets behavior. According to Sony VAIO gives importance to communicate of its promotion, VAIO is a brand that is successful in term of promotion because it chooses the right key promotion strategy. SO, what is key promotion strategy of VAIO? Making brand is accepted and pleased not only in term of product but also promotion. Pull strategy VAIO uses pull promotional strategy that attracts consumers on advertising to buy or demand for product. Consumers receive directly information from the media on TV, radio, billboards, leaflet, Internet, and mobile-ads etc. This strategy can sell the product without suggestion of seller. Advertising VAIO uses advertising to communicate to consumers. Moreover, it classifies its segmentation to communicate directly with each ages or lifestyles of consumers. For example of VAIO advertising campaign, Show It with Your VAIO this advertising emphasizes feeling and pride to possess and use VAIO.

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Push strategy Besides VAIO uses pull strategy, it also uses push strategy to enhance its promotion more and more. Push strategy is a promotional strategy that is used for increasing consumer to demand the product by trade promotion activities. Moreover, using sale promotion or personal selling is kinds of persuasion consumer. Conclusion In this report an effort was made to study the brand value of Sony Vaio in market and to provide the best information to the consumers as to help them out in purchasing a laptop. This project has intended to collect the information regarding Vaio laptops recently introduced in the market. During the making of the project a few surveys conducted revealed that people today do not know much about the problems prevailing with the different series of Vaio laptops. The project in the end gives a brief idea and the know-how of the laptops introduced by Sony recently and the features they provide as well as the limitations in them. Recommendation Sony as a whole is an wonderful company having lots of entertainment gadgets and proving to a world leader in it by improvising day by day and inventing new methods to be a support for the people who loves entertainment. Its products such as laptops, home entertainments, cell phones, smartbooks are at a boost in the retail market. Introducing the new series of laptops VAIO has helped the company in gaining a lot of share of laptop market. But as the world says that every thing living or non has some or the other problems or somethings lack in it so does is the case with VAIO Laptops. As discussed earlier also the main problems occurring with the laptops are getting heated real quick, no or very little back

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up oppourtunities, WiFi switches has to be looked upon as soon as possible so as to make the best use available of the features such as 3D,WiFi,quick boot etc without any hesitation or any difficulties.

References www.sony.co.in www.google.com www.wikipidea.com

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