Sony VAIO
Arise Marketing
Table of Contents
Introduction
Situation Analysis
Creative Strategy
Budget
Evaluation
4-6
7-11
12-22
23
24
3
Target Market
• 18 - 24 year-olds
• These individuals are innovative, fresh, and stylish
• Value capabilities and customization
Campaign Objectives
1. Advertising
• Video ads on highly trafficked internet sites such as
Hulu will reach 18-24 year-olds
• Ads on Pandora will also serve to reach this age
group
2. Events
• Holding awareness events on select high school and
college campuses will reach potential purchasers in our
target market
• Each event will raffle off a free Sony VAIO - this will
increase interest and buzz about the product
3. Social Media
• The two social mediums Sony will use are Facebook
and Twitter
Campaign Budget
$20 million
Main Goal
Increase brand awareness and market share of Sony VAIO.
Positioning Statement
To college-aged students who embrace functionality and
style. You can make the VAIO fit you; YOUR interests and
YOUR style shine through with customizable everything.
Sony VAIO - that laptop as unique as you.
VAIO Options
What Suits Your Fancy?
The Sony VAIO laptop line is broken into nine different segments by size.
1. P series
2. W series
3. X series
4. Z series
5. S series
6. EA series
7. EB series
8. F series
9. EC series
-
8”
10.1”
11.1”
13.1”
13.3”
14”
15.5”
16.4”
17.3”
8”
>
Executive Summary
> 17.3”
There are various features available on most models. These features
range from a backlit keyboard to top-of-the-line graphic cards and a bluray player. VAIO sets itself apart through offering several different options
for both the external design and the internal hardware and software.
*
*not drawn to scale
4
5
Product Profile
VAIO Reputation
Strengths
• Customer options
• Strong corporate and brand image
• Good product performance
Weaknesses
• Intense competition
• Excessively strong corporate image - Sony
overshadows VAIO
• Higher prices than many competitors
Current Promotions
• Social media
• Television commericals
• Product placement
6
Situation Analysis
Uniquely Yours
• Variety of size
• Customization options
• Cover design options
• Inward hardware choices
• Software variety
• Range of prices
Industry Overview
• Industry: Laptops
• The current sales volume for Sony electronics is
731.5 million
The global market for PCs has increased
due to the drastic decrease in price during
the past 3 years; even as the economy has
financially set back millions of Americans.
Sales price competition has intensified,
keeping the industry stable.
Necessity
With an increase in interactivity of the
global market and social media forums,
those in academia and the workplace
without a laptop are the minority. In order
to stay in contact with a company or institution of education, a laptop is no longer
a luxury - it is a necessity.
Technology is constantly updated, causing consumers to upgrade laptops more
frequently. Change in technology also
increases competition between brands.
7
Consumer Segment
Identifying Competition
Definition of Consumer:
VAIO’s Top 3 Competitors
[kuhn-soo-mer] –noun
1. a person or thing that consumes.
2. Economics. A person or organization that uses a commodity or service.
The VAIO consumer segment consists of men and women between 18 and 24
years old. These include college students and young professionals with access
to a median income. VAIO consumers are global but the test market is local college campuses. The age and education level of our consumer segment generally
refer to Makers, who are motivated by self-expression and have little interest in the
broader world. The practical product and numerous options provided by the VAIO
hit home with this segment of the population.
Overall, the best loyalty segment for this campaign is brand switcher. This campaign will not specifically target Mac users, as they are significantly more loyal than
any other brand’s consumers.
8
1
Apple
• Started in 1976
• Consumers have extremely
strong brand loyalty
2
Dell
3
Toshiba
• Started in 1939
• Known for reliability
• Started in 1984
• High brand awareness
9
Research
SWOT
VAIO Strengths
VAIO Weaknesses
• Variety in product attributes
• Quality
• Strong brand image
• Low product awareness
• Higher price then closest competitors
• Lack of “VAIO Identity”
Online Survey: 150 students
Switching Brands
Survey results showed that VAIO did not rank in
the top three brands.
• Mac - 60%
• Dell - 18%
• Toshiba - 12%
The major incentives which would persuade
individuals to switch brands is price. The basics
stay the same, but price differentiates. That is
where Sony VAIO comes in. With a variety of
prices, AND unique attributes, VAIO is the whole
package.
Other Findings
The average age of survey respondents was
21.2 years-old. We chose not to segment the
results by brand. We found the majority of consumers (excluding Mac users) seemed willing to
switch brands under the right circumstances.
General
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VAIO Opportunities
VAIO Threats
• Target parents of recent grads
• Increase product awareness
through social media campaigns
• High school & college campus
promotions
• Brand awareness of Dell
• Cult culture of Mac
• The great consumer reviews of
competing brands
Primary uses for the computers owned include:
Awareness
Top-of-mind awareness of VAIO is low. Consumers know Sony, but are not familiar with
VAIO.
Because of this, consumers have a generally
neutral attitude toward the brand and are not
likely to use the brand in the near future.
• Homework
• Email
• Social networking
• Movies/TV
• Music
Number one reason influincing purchase decisions? Price.
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Creative Strategy
Target Market
• 18 - 24 year-olds
• These individuals are innovative, fresh, and stylish
• Value capabilities and customization
Ad Characters
1
3
1| Techy Ted
What This Means
2| Average Ashley
• Ads with young adults that look like the consumer
• Ads that recognize what the target market wants flexibility, information and style
Our Plan
• Advertising. Ads on Hulu and Pandora
• Events. College Campus Giveaway Contest, Facebook & Twitter contests
• Social Media. Facebook and Twitter with regular
updates.
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3| Fashion Fran
4| Frugal Frank
2
4
13
TV Commercial
Pandora Ad
Music Underlay: “Here Comes The
Sun”
Overall Theme: No matter where you’re
at or who you’re with, Sony VAIO is
there for you. Finally, the laptop as
unique as you.
The Pandora ad will not be a video, it will be an audio ad with a graphic on the
right-hand side of the Pandora player. It will be the same format as a regular
ad found on Pandora (i.e., a rounded box and gray background). If you click
on the computer image, it brings you to the VAIO page where you can discover the may unique options available.
Script:
Shot of all four in the same class
(Fran talking to 2 attractive guys, Ted has his headphones in, Fernando is
listening to the teacher just chilling, Ashley is writing in her planner)
The classroom empties.
Brief randomized shots of each individual.
• Fran: eating out with fashionable friends, shopping (VAIO – pocket croc.
covered)
• Ted: at the computer deep in work (VAIO), at a sound board of a radio station
• Fernando: shopping with a cart full of ramen, sitting at a baseball game
studying (VAIO)
•Ashley: hanging out with friends at the dining hall, sitting at a coffee shop
(VAIO)
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“It’s time to buy a new laptop. it doesn’t matter if you’re headed to college or starting your
first job, Sony VAIO has everything you need.
It doesn’t matter who you are or what you’re
into, there are options for everything you can
imagine. The color, the optics, the hard drive,
softward...anything you want out of a laptop!
You can find it all in a VAIO. No matter where
you at or who you’re with, Sony VAIO is there
for you. Finally, the laptop as unique as you.”v
15
Web Ads
finally, the laptop as
unique as
you.
Social Media
Hover your mouse over each color below to see how the VAIO would
look in your favorite color! Always unique, always you.
Banner Ads
Facebook
your hand could be
This side banner ad features our model, Kyle, holding the
here.
Our proposal? Create a Facebook page that ties in with Arise Marketing’s
Uniquely Yours campaign for VAIO. This will tie in with the College Campus
Giveaway contests, but will allow users who follow Sony VAIO to post their
own video about how they are unique, and why VAIO will keep them fresh
and exceptional.
VAIO laptop. Our phrase, “Finally, the laptop as unique as
you” is emblazoned at the top, with laptop color choices at
the bottom. Because the ad will be online and we want our
audience to interact, when the user hovers his or her mouse
over each color, the color of Kyle’s laptop will change to that
other color options to make
hue.
your laptop as unique as you:
If the user likes what they see, upon clicking on the ad, it
will immediately open a new tab on their browser to the
This leaderboard banner ad features our model, the VAIO itself. The phrase, “your
VAIO section of Sony’s website. From there, they are free to
hand could be here” is large at the top, with laptop color choices at the bottom.
browse, click and buy!
Because
will be online and we want our audience to interact, when the user
Our Huluthe
ad ad
is straight-forward
hovers
his
or
her
mouseThe
over each color, the color of the laptop will change to that
and
willadbeisvery
quick.
This
designed
to appeal to both males and females
hue.
15-second
will beofperfect
within the spot
age range
18 to 23.
for impatient college students,
Ifand
the we
userwill
likes
see, upon clicking on the ad, it will immediately open a
givewhat
the they
the option
new
tab the
on their
browser
to itthe VAIO section of Sony’s website. From there, they
to skip
ad the
first time
are
free
to
browse,
click
and
comes around. Later on, webuy!
will show the same ad again,
This
is without
designed
appeal primarily to young men within our target range of
this ad
time
thetooption
18
23.AThis
is asong
morewill
masculine
ad, that will sit at the top of sites like Cracked.
to to
skip.
trendy
be
com,
Collegenews.com,
and other websites that appeal primarily to
playing
both times. This PCGamer.com
ad will
younger
guys.
appeal to both genders, but
will run during prodominantly
your handshows.
could be
female-viewed
Hulu Ad
Hulu Ad
finally, the laptop as
unique as
Hover your mouse over each color below to see how the VAIO would
look in your favorite color! Always unique, always you.
The web ads above are banner
ads. The top left is a banner that
goes on a left side of a browser,
the longer one is a shorter banner style. Both show the many
color options available to make
your VAIO as unique as you are.
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This will:
• Increase brand awareness
• Brand VAIO as
Uniquely Yours
you.
here.
other color options to make
your laptop as unique as you:
whatever you’re into these days, VAIO has got you covered.
Our Hulu ad is very straight-forward. It will be quick, with only a 15-second spot. College students
are notoriously impatient, and we will give them the option to skip the ad, in hopes that it will foster goodwill towards Sony. Later on, we will show the same ad again, without the option to skip. A
trendy song will be playing both times.
17
Social Media
Promotions: Print Ads
Twitter
finally, the laptop as
unique as
finally, the laptop as
unique as
you.
you.
VAIO already has a decent Twitter presence. We want to beef it up, and have a
wider reach by coordinating with VAIO sites in other languages.
sony
vaio
Proposal:
• Dig deep with Twitter - special offers, multiple tweets per day, talk back to followers
• #Hashtags will bring attention to VAIO, and
win followers contests, cash and VAIO products
• Various contests including one with 25
grand prize winners who will receive a free
VAIO
• Reinforce VAIO’s “Uniquely Yours” campaign
and allow our customers to become more
involved with the brand
coming to your campus this
august. get the scoop at
facebook.com/vaio-world
™
Finally, the laptop that exceeds expecations. Your new VAIO is not just a computer it is an extension of you and your unique personality. Make. Believe.
As shown: VAIO EB Series. Prices starting as low as $649.99.
Features Intel© Core™ i5 Processor
Color Shown: Electric Bubblegum
Average Ashley enjoys a leisurely
afternoon with her Strawberry Kiss
VAIO. Here at Sony, even Average
Ashley is unique, and deserves a
laptop as unique as she is.
18
This Sony VAIO coaster will be used in campus coffeeshops on the campuses that VAIO has for its giveaways. This will go in Starbucks, Jazzman’s, Joe Beans
and other shops in the month prior to the event. This
will draw attention to VAIO in a location that is often
central to a college campus’ student life.
©
From the classroom to the boardroom, Sony’s line of VAIO laptops will suit your every need.
Combining functionality, durability and style, VAIO will rock your unique world from day one.
As shown: VAIO EB Series. Prices starting as low as $649.99.
Features Intel© Core™ i5 Processor
Color shown: Slate
©
This Sony VAIO collegiate coaster
wil be given out on designated college campuses prior to the VAIO
Campus Giveaway contests. Sit
your iced dirty chai latte on this
baby, and cross your fingers, the
giveaway contest is weeks away!
Techy Ted loves his Slate VAIO. His
smartphone is never far as he surfs
the web and watches the stock
market. For Techy Ted, his VAIO is
his connection to everything else.
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Additional Tactics
Out of Home
Your picture
could be
here.
Extreme Makeover: Home Edition
college is hard enough,
so do yourself a favor, &
choose the laptop as
unique as
your life, your classes, your
games, your friends,
you.
As part of the overall campaign for Sony VAIO, Sony will donate a new VAIO to each member of a
family whose home has undergone an Extreme Makeover. This is a strategic move because it will
foster goodwill toward the brand and increase brand awareness. Extreme Makeover is the perfect
show to sponsor because it continually receives strong ratings and draws approximately 10 million
viewers in the age range of 18-49 year-olds. Moms of soon-to-be college students watching will be
touched, and remember VAIO when graduation rolls around.
Sony
Fashion Fran (above) and Frugal Frank (right) both know they need a little
something extra in their laptop. From fashionistas to those on a strict
budget, having the unique laptop experience you deserve is never out of
reach.
Fashion Fran’s billboard will be seen by thousands of drivers everyday many of whom are college students. Frugal Frank’s bus stop shelter poster will be seen by hundreds more as they wait to hop the bus to school.
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21
Budget
Evaluation
Campaign Cost
Media (11 million)
• TV Ad - 2.5m
• Billboards - 1m
• Print Ads - 2.5 m
• Subways, Bus stops - 1m
• Hulu - 1.5m
• Pandora - 1m
• Facebook - 1.5m
Total Budget
$20 million
Evaluation (1 million)
Miscellaneous ($600,00)
Public Relations & Promotion (5 million)
• Campus Giveaways - 2.5m
• Extreme Home Makeover - 2.5m
The VAIO “Uniquely Yours” campaign,
along with the College Campus Giveaway
contest will kick-off June 1, 2011. The
campaign will saturate the media, and
will draw attention to the contest which
begins at the University of California - Los
Angeles on the first day of the semester,
August 15, 2011.
Creation & Production (2.4 million)
Evaluation
5%
Scheduling
Miscellaneous
3%
The plan will be evaluated through awareness surveys of the target market in 3 and 6
months after the kick-off, June 1, 2011. Due to the low awareness of the Sony VAIO
brand this is the best way to measure the success of this campaign. Additional analysis concerning sales increatse or decrease within the target market would also be an
effective way to measure the campaign success.
We will use online surveys again. We will ask similar questions as the initial survey, to
get an accurate analysis. We will also use focus groups at the schools we conduct
our College Campus Giveaway contest. We will get them talking about their experiences with the Sony VAIO brand, and their interactons with Sony employees during
the week they were on campus. Lastly, we will conduct interviews with those individuals who win VAIO laptops over the course of the entire campaign. We will learn how
they feel about their new laptop, and potentially use individuals in future campaigns.
PR & Promotion
25%
Creation &
Production
12%
22
Media
55%
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