profile of a company

ASSIGNMENT
“STP OF SONY VAIO”
STP- SEGMENTATION, TAREGITING, POSTIONING.
SEGMENTATION:-
In India sony is mainly focusing their customer segmentation on the income group,
the consumer is one with an annual income of Rs 5 lakh and above. They are
mainly seeing the people with good income so they can afford their product price.
Their product are mainly of premium class example sony VI! don"t bring their
product in premium #uality, $ust take example sony vaio laptop with same feature
which cost more than Rs%&&&&.&& where as if go to some other company like
'ompa# they will hardly cost Rs (&&&&)(5&&&. They mainly do segmentation of
market on color contrast, music #uality, look, light weight. *o their first
segmentation in laptop market is #uality. fter this they see about design ,look,
features, music output and #uality, performance, and then services, they don"t do
their marketing of laptop on the price basis. *o they don"t concentrate the people
who can"t afford sony vaio laptop.
*ony main customer are those segment of customer whose yearly income are more
than 5)% lakh.ccording to official statistics, India will have (& million such
households by +&,&. This will be core target customer for their products.-,. $uly
+&&/,business line0
*ony also segment their customer on location basis, they mainly segment their
customer of urban city. 1ecause urban people are more technology lover as we do
comparison with rural part of India. In rural part only they prefer economy range of
product so sony main segmentation for this is only urban cities like 2umbai,delhi,
3olkata, 'handigarh, 'hennai, banglore.
*ony also main segment of customer are of young generation. 1ecause young
generation more tech lovey than any other age group. *o sony segmentation is
young generation.
 Demographi !egme"#a#io" is based on variables such as age, gender,
ethnicity, education, occupation, income, and family status. I" #hi! $a!ia%%&
#ee"ager! ' (pper Mi))%e *%a!! Fami%&.
 P!&hographi !egme"#a#io" is based on variables such as values,
attitudes, and lifestyle. I# o"!i)er #ho!e per!o" +ho %i,e! i" #he po!!e
area o- #he i#&.
.eha,iora% !egme"#a#io" is based on variables such as usage rate and patterns,
price sensitivity, brand loyalty, and benefits sought.
*ony also main segmentation are business man, because they have to travel a lot ,
and sony vaio laptop come in sexy feature, look with light weight, that any
business man search.
TARGETING:-
So"& mai"%& #arge# are $/!i"e!! ma", o/r per!o" +i#h goo) 0o$ !#a#/! $ea/!e !o"& %ap#op
are "o+ a%!o !#a#o/! !&m$o%, $/!i"e!! ma" a%!o pre-er !o"& %ap#op $ea/!e o- i#! !i1e,
)/ra$i%i#&, )e!ig", a") mai" poi"# i! )/e #o %igh# +eigh# a") ea!& #o arr&. So !o"& #arge#
#ho!e #&pe o- per!o" o"%& -ir!#.
So"& mai" #arge#! are -ami%& +ho!e mi") !e# /p ome o- /!i"g mo)er" a") %a#e!#
#eh"o%og&.
So"& #, a%!o #arge# $/!i"e!! ma" $ea/!e #heir %ap#op are ,er& %igh# +eigh# a") ea!& #o
ha")%e.
So"& #, a%!o #arge# !#/)e"# gro/p o- goo) o%%ege! $ea/!e &o/"g!#er! are ea!& #o o",i"e
A") #he& are a%!o !#&%e #&oo", -or +hih !o"& i! $e##er 2"o+".
So"& a%!o #arge# high mi))%e %a!! per!o", $ea/!e #he& are #oo !#a#/! %o,i"g per!o".
So"& ,aio a%!o a##ra# m/!i %o,er! $ea/!e !o"& m/!i ompa"& i! o"e o- #he $e!# ompa"&
i" #he +or%), !o #he& a%!o imp%eme"# #hi! #hi"g! i" #heir %ap#op.
POSITIONING
SONY Po!i#io" i#! pro)/# a! premi/m pro)/# i" #he o"!/mer mi") !e#/p.
So"& ,aio are mai"%& 2"o+" a! !#&%e%i!# ga)ge#.
So"& ,aio a%!o po!i#io" i#! pro)/# a! m/!i ga)ge#, +hih a##ra# ma"& m/!i %o,er!.
So"& ,aio a%!o po!i#io" i#! pro)/# a! %a#e!# ga)ge# a,ai%a$%e i" mar2e#.