In conclusion The various factors for segmentation that have been used in conducting the research were demographic, Psychographic, Behavioral as well as benefit of what consumers see in a product.
Sonys revolutionary, customizable laptops were created to revive Sonys market aspirations. Lopez had too much data to analyze and draft his marketing plan.
They positioned VIAO as a breakthrough computer. Moreover, the studies conducted, can act as a foundation to the plan.The were particularly popular with the image conscious business people who cared about what their computer might reflect their personalities. They also gave people a sense of style and belonging. The first Sonybranded product, the TR transistor radio, appeared in but the company name did not change to Sony until January The most iconic was the purple color out of the range of new colors other than the conventional grey and black present in the market those days. The move was not without opposition: TTK's principal bank at the time, Mitsui, had strong feelings about the name. Should Sony intention is to control the Chinese market, achieving rapid growth in their market share significantly, they have to create a product that everyone would have a need for, or be accepted by majority of the Chinese consumers. This suggests that investing the marketing budget on the family user segment might not yield more return.
The most iconic was the purple color out of the range of new colors other than the conventional grey and black present in the market those days. Lopez needs to design his marketing strategy based on four market research efforts — large scale study of the Chinese laptop consumer, detailed interviews with laptop users, results of the CLUES report and Project Compass.
Even though some of their businesses are similar, their growth path and the strategies they used are totally different. My recommendation is for Lopez to utilize each of these tools in varying quantities during different stages of his Segmentation, Targeting and Positioning STP strategy.
He was working on three market research reports, a study on consumer values, qualitative interview data, a segmentation study completed recently and a new corporate study that segmented consumers at a global level.
The Objective for Mr.Analysis Result: Proposed Option Lopez should interpret the test results, according to the goals that Sony is aiming for. Vaio represents innovation, style, premium quality and Avant-garde trends. As a result the VAIO brand established strong associations with attributes of style and design, a brand image that Sony continued to foster in subsequent years by emphasizing design clues and reducing laptop weight and size. Akio Morita was firm, however, as he did not want the company name tied to any particular industry. They also gave people a sense of style and belonging. Lopez had an enormous amount of data much data to analyze drafting his marketing strategy. At the time of the change, it was extremely unusual for a Japanese company to use Roman letters to spell its name instead of writing it in kanji. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval.
As we know, the Chinese market needs are unique in many areas, compering to other markets.