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Playstation 4

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Sony Analysis Media Planning

on 10 March 2014

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Transcript of Playstation 4

Playstation/Gaming Background
1970's first gaming consoles(Atari,Nintendo,Sega)
1994 Playstation 1 released
2000 Playstation 2, top selling console, released(155Mill sold)
2001 Microsoft releases first Xbox
2005-2006 Xbox 360 then Playstation 3 released a year later



4 P's
Price
PS4: $399.99
Xbox One: $499.99
Promotion
Select PS4 games BOGO
Sony and Taco Bell, "Play the Future:
Product
PS4 superior GPU. Xbox superior camera. Similiar CPU ect.
Placement
Available both online and in store

SWOT
Strengths
Superior technology(1080p games)
Cheaper
Weakness
Negative thoughts from Playstation 3
Opportunity
Build image as ultimate gaming machine, win over hardcore gamers.
Threat
Xbox One's media capabilities
Kinect


Strategy
Focus as gaming machine first
Release faster and cheaper like Microsoft
did with Xbox 360

Playstation 4
Campaign Analysis


Target Audience
Typical gamers and more hardcore gamers
Media Mix(TV,Social Media)
Budget
$100 million during holiday season
Largest budget for Sony in North America

Consoles sold for less than production cost
Timing/Scheduling
(Console images teaser)
Success/Scope
PS4: 5.3m before Japan release, 6m after
Xbox1: 3.6 to almost 4 million after

PS4 outsold Xbox1 2-1 in January

13.7m PS4 games sold

Sony homeland Japan sold well.
Full transcript