1. What is the global image of Sony VAIO?

Do Chinese consumers
have additional perceptions of Sony and VAIO?

Global image of Sony: -

Globally the brand VAIO is known for being a high-end niche product that attracted
consumers for whom style and design were a top priority. VAIO has maintained its
value because their consumers prefer to buy genuine brand products rather than
buying copycat products even though the pricing difference is higher for the branded
products.
Perceptions of Chinese consumers: -
The Brand Sony in China while being a premium brand is seen as being young and
trendy. The brand VAIO is greeted with indifference in China and is often referred to
as the Sony laptop in general. Because of this Sony has to work hard to create brand
awareness in the current trend of increasing their consumer segments. With the right
marketing plan and an increase in brand awareness Sony could enjoy better market
penetration.
2. How should Lopez interpret and compare the different studies?

Sony conducted the following studies to better understand the consumers in

China: -

The Shanghai Report

Customer Interviews

The CLUES Report

Project Compass
2.a. Compare the consumer interview results with the CLUES report data. Why is there so much redundancy
between the two studies? How do the CLUES segments relate to the three identities from the interviews? How are
the four key consumer goals identified in the interviews related to the CLUES segments? Do the combined results
of these two studies help or hinder Lopezs decision?
Consumer Interviews: Around 40 people were interviewed between the age group of 21 to 35.

Asked about how they researched, shopped for, set up and used their laptops. The interviews revealed three key themes related to purchase: -
Brands are an extension of who I am.
Asking for product advice is one way I connect with others
Just give me what I want

CLUES Report: Chinese Laptop Users Survey

Conducted 760 surveys of Chinese consumers between 18 - 55 years. The respondents were asked to rate the laptops on specific characteristics such as coolness,
simplicity and productivity. A statistical analysis if the report yielded six user segments. These were:
Entertainment Lover
Business Focused
Family User
Tech Enthusiast
Fashion Oriented
Heavy User
 Continued
The reason for redundancy in the two reports is because of the fact that the segments mentioned in CLUES
report can be found in the customer interview report also.
Fashion Oriented falls in first category
Business Focused and Family Users fall relate to the second identity.
Heavy Users and tech enthusiasts fall in the third category.
The four key consumer goals that relate to CLUES segments: -
Some consumers depended on their laptop to connect with others vi e-mail, social networking sites etc. E.g.
Family User, Fashion Oriented
Others viewed it as a productivity tool. E.g. Business oriented
Some others were light users and relied on their computers for everyday tasks.
A segment of consumers who use their laptops as central hubs for accessing and experiencing multimedia. E.g.
Heavy User, Tech Enthusiast.
The combined results of these two studies helped in Lopezs decision.
2.c. Compare the CLUES report data with the Compass report data. Are there relationships
between the segments defined in the two studies? How do you explain the difference in
segmentation between the two studies? Do the combined results of these two studies help or
hinder Lopezs decision?

CLUES Report COMPASS Report

The questions being asked were based on A comprehensive view of consumers across a
rating the laptops specific characteristics and variety of markets and product categories
the consumers SIMILARITIES DISSIMILARITIES
18 to 55 years of age 16 to 65 years of age
Both the studies give us a CLUES data is more focused on
Customer Segmentation: - Customer Segmentation: - comprehensive idea about the the analysis of customer type
Entertainment Lover Techno-socializers customers usage and purpose whereas COMPASS data is more
Business Focused Performance Seekers from the laptop concentrated on the
Family User Status Focused characteristics and functions
Tech Enthusiast Unfussy Basics needed by the customers
Fashion Oriented Functional Socializers
Heavy User Quality of Lifers

Only 760 Chinese participants More than 30000 Global participants

Function segmentation emerged from CLUES User type segmentation emerged from
data COMPASS data
 CONTINUED
Lopez asked his Chinese market research firm to re-contact the 760 consumers who originally
responded to the CLUES study and to ask them a series of questions that allowed them to be
categorized according to the Project Compass segments [that were found]. This additional data
collection allowed Lopez and his team to compare the two approaches to segmenting the Chinese
market, seeking points of overlap and distinction

By combining the information form the two studies it cuts down on similar grouping off consumers
while reading and interpreting the data. Thus we can say that the combined study helps Lopez in taking
his decision