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Sony Vaio Case Study
Sony Vaio Case Study
Positioning of VAIO
Segment to Target
CLUES
A study of consumer values
COMPAS
S A segmentation study
2
Road map of VAIO
3
Findings
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Chinese Laptop User Survey (CLUES)
Segmentation of Chinese customers based on usage
● Customers aged 18-55 with laptops or wanted to purchase one
● To observe similarities and differences in needs between segments
● View of market opportunities as per the current population trend
● Insights on product preferences by various groups
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Project Compass:
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INSIGHTS
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• Being a global survey, deeper insights were available.
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• Key aspects to cover for attracting larger audience :
So
i) Technology & Software
ii) Multimedia & Productivity
iii) Stylish & Simplicity
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Improving Market share
● Sony has captured only 6.1% of the entire China shares which is only half of its global shares around 11.9%.
● Special efforts needed to attract the majority of population for improving market share.
Targeting Lower and Middle Classes:
● Laptop users from Upper class are at 46 percent, whereas they represent only 10 percent of total market
population.
● Lower and Middle class show reluctance due to the higher Average selling price.
● They can be attracted by releasing the same laptop model in low and mid range prices with slight
compromises in performance aspects.
● The high end model can be continued to showcase premium features
Population Division
Male Female 7
Reference : Exhibit 3
CLUES Segment Represented within the Compass
Segment in percentage
120
100 14 2
10 19
21 19 13 16
80 17 2 6
8 15
25 15
60 41
40 23
8 22 55
40 14 8
3 15 17 15
Heavy User 19
20 22 2
Fashion oriented 21 23 21
13 19
0 Tech0Enthusiast 8
Technosocializers
Performance Se...
Status Focused
Unfussy Basics
Functional Social...
Quality of Lifers
Family User
Business
Entertainment
Lover
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Selection of Target Segments in Chinese Market
● The strategy always adopted by Sony for the VAIO laptop is to bring together style and design in their high-
quality niche product, keeping in check various factors like weight and size.
● In addition to it, revenue will be generated by those segments who plan to purchase a new laptop within short
time.
● As a result, user segments like Entertainment Lover and Fashion Oriented can be approached at first,
followed by segments like Heavy User.
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Approach to Reach the Desired User Segments
Entertainment Lover
1. Buy new computers in step with changes in entertainment
technology
2. Want their laptop to serve as video game console, music player &
Video content player
3. Are not technology experts and are sometimes confused by
advanced features
Fashion Oriented
1. Frequently access social networking sites to discuss trends and
fashions
2. Value easy interfacing among multiple devices (music players,
mobile handsets, laptops)
Heavy user
1. Less interested in gadgets and high performance, more interested
in functions and capabilities
2. Use laptops almost exclusively for all life activities, including
social communication
3. Most knowledgeable about social networking applications 10
Appendix
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CLUES Segment Represented within the Compass Segment in percentage
Technosocializers 13 19 14 8 25 21 100
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Compass Segment Represented within the CLUES Segment in percentage
Technosocializers 12 18 10 8 26 25
Performance Seekers 8 24 2 43 9 25
Status Focused 14 12 12 11 14 9
Unfussy Basics 31 25 45 3 20 7
Functional Socializer 10 1 23 3 10 2
Quality of Lifers 26 20 8 31 22 32