Promotion Strategy
Promotion is the communicated process to the market between buyer, seller, retailer or others. Giving the information such as persuasion is recognized about brand and product well. Promotion is very influence to change the attitude, belief, feeling and target market’s behavior. According to Sony VAIO gives importance to communicate of its promotion, VAIO is a brand that is successful in term of promotion because it chooses the right key promotion strategy. SO, what is key promotion strategy of VAIO? Making brand is accepted and pleased not only in term of product but also promotion.
Pull strategy
VAIO uses pull promotional strategy that attracts consumers on advertising to buy or demand for product. Consumers receive directly information from the media on TV, radio, billboards, leaflet, Internet, and mobile-ads etc. This strategy can sell the product without suggestion of seller.
Advertising VAIO uses advertising to communicate to consumers. Moreover, it classifies its segmentation to communicate directly with each ages or lifestyles of consumers. Message on advertising must classify to depend on target group because they are different such as teenager or young. Those target groups want notebook to reflect to their lifestyles. Using message to make recognition about functional, smart, cool, and modern is available for teenage or young. Besides, the obvious promotional strategy is taken an emotional advertising instead of representing performances. Nowadays, VAIO is entering to a stage of an emotional benefit. Representing only an advance technology isn’t enough, VAIO uses the emotional advertising to make consumer feeling accompany with VAIO. An emotional aspect is made consumer to be proud when they use VAIO and feel required to possess it. For example of VAIO advertising campaign, “Show It with Your VAIO” this advertising emphasizes feeling and pride to possess and use VAIO.
Public relationship Corporate social responsibility is public relationship. Sony VAIO has advantages of public relationship from the corporate brand to take the good brand image. The Sony Group recognizes that its businesses have direct and indirect impact on the communities in which it operates. Find out how Sony is contributing towards being a positive global citizen.
· Community The goal of supporting positive relationships within the communities in which we work in, Sony engages in a myriad of activities to address appropriately the local needs and also encourages employees to play an active role in their communities. For example, Someone Needs You is a global, in-house volunteer program designed to enhance community relationships.
· Environment Sony recognizes the importance of preserving the natural environment in order to create a supported society for the future generations. Sony is committed to achieving this goal by seeking to combine nonstop innovation in environmental technology coupled with environmentally sound business practices.
· CSR Report The annual CSR report is one of the efforts by Sony in ensuring accurate disclosure and effective communications with its stakeholders. This report summarizes the CSR activities undertaken by Sony Group worldwide during the financial year.
· Sponsorship Sony is an active sponsor. Sony understands that sponsorship is its responsibility to assist like-minded organizations to help them achieve their goals. For example of sponsorship, Sony supports the InSIGHT Out project, Sony Thai support Showroom TV Program, and Sony Thai supported the 36th Charity Bazaar.
(Information from http://www.sony.co.th/)

Push strategy
Besides VAIO uses pull strategy, it also uses push strategy to enhance its promotion more and more. Push strategy is a promotional strategy that is used for increasing consumer to demand the product by trade promotion activities. Moreover, using sale promotion or personal selling is kinds of persuasion consumer.
Sale promotion
Sale promotion is a marketing discipline that utilizes a variety of the incentive techniques to structure sale. Sony has promoted its product through different sale promotional strategies. For example, distributing a premium product is a standard promotion. The premium product is accessories that are case & pouch, mouse, docking station, and micro vault. These premiums supported absolutely VAIO users to enhance when using it. Furthermore, VAIO uses the sale promotion of price-off especially in Commart X'Gen Thailand or Sony Day Let's Cheer that consumer can buy VAIO for the special price. For example, VAIO CS series discount 2,000 Baths and pay by installments zero presents within a year.
Personal selling
Personal selling has an importance to be inferior to advertising campaign. In VAIO store, the sale force makes the good relationship and will communicate well to costumer when they want to know more information. VAIO has training the sale force to communicate VAIO imfornation both its product and entertainment from VAIO. They must have the technology knowledge to relate with product to teach consumer. Personal selling has every VAIO dealers that is a force promotion in highly competitors.
Event / road show
Consumers can reach the product easily by exhibiting in event and road show. Nowadays, event and road show are very popular because it can show the potential company though represents decorating store that is modern, luxury, and high technology. Sony have exhibition including VAIO notebook PC. There are presentations about new innovation and product to consumer. VAIO has event and road show such as Sony Day 2009 Let's Cheer, Sony Festival 2009 - Let's Celebrate, Commart X'Gen Thailand 2009, Power Mall Electronica Showcase @ Siam Paragon 2009 etc. Consumers have the privilege such as, touching product, asking information, discounting price, distributing souvenirs and other special promotions.