Ad Review_Sony Viao Vivid

Finally, I have managed to start something I have wanted to for a long time now.. Pen down my thoughts on ads. Hope to keep this coming.

Awareness – Sony has built a strong brand resonance with Kareena and this ad carries a lot of positive reinforcement to that relationship. Kareena fits the bill for the “VIVID” concept but the concept of change might have better suited priyanka chopra given her numerous linkages in the recent past

Recall - The distinctive colors and foot tapping BGM are I think a big plus point and helps in aided recall. Kareena’s “strip feel” adds to recall.

Overall Message – The concept of VIVID color options comes out extremely clearly.  This is in tune with sony’s endeavorer to differentiate itself from other competitors.  Most players are purely positioned either on performance or value. Sony has stuck to creating a “status” and sense of pride around its Viao series. This I think is the best positioning strategy given the fact that they command a price premium.  This kind of positioning helps build selective demand and hence keeps value conscious consumers at bay. I believe that in a non-Apple world Sony Viao would be the only laptop where the consumer would attach any kind of emotional value.

Conclusion: In a market where reliability, performance, quality, features and durability are standardized, Sony has rightly taken the design/form as its positioning lever and has managed to carve out a niche for itself. But the question is, in a value conscious market like India – will this strategy work? and even if it does, why shouldnt I opt for an Mac?

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