Masaru Tamagawa, Managing Director, Sony India, commented, “VAIO is a very important part of Sony's business and contributes 20% to the total revenue of our company. It is really an achievement for VAIO to emerge as the Number One Notebook brand in India and the IDC figures are synonymous of our success in the category. Sony India will remain committed towards offering new age technology and digital concepts to produce and sell excellence.”
Sony followed a three-pronged approach towards achieving this milieu – strong product line-up, aggressive marketing and robust distribution network. In 2011, Sony had a total line-up of 62 models available at price range of Rs. 22,990 to Rs.1,59,900. VAIO S, C, E & Y series were tailor-made to suit the diverse lifestyle of the customers, so there was a laptop for everyone, be it a business executive, style conscious youth, students or even PC beginners. Towards product marketing, Sony spent Rs. 50 crore in FY11 towards ATL & BTL activities including print, TVC, online, shop-front and outdoor activities. Sony launched 'More Colour. More Style.' VAIO brand campaign featuring its popular Brand Ambassador, Kareena Kapoor.