Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Playstation 4 - PS4

MKTG 208
by

miz lou

on 26 November 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Playstation 4 - PS4

PlayStation 4
What is PS4
MARKET SEGMENTS & TARGETS
COMPETITIVE DYNAMICS
CREATING BRAND EQUITY
CRAFTING THE BRAND POSITIONING
GEOGRAPHIC
DEMOGRAPHIC
PSYCHOGRAPHIC
BEHAVIOURAL
Age & Lifecycle
Competitor
Analysis

Sony PlayStation = Market Leaders
Microsoft Xbox = Market Challengers
Nintendo Wii = Market Niche

Microsoft Xbox
Strategy
Same release dates of new consoles


Attack Strategy by Sony
PlayStation 4 was priced lower in contrast to the Xbox One
Result:
Sony has sold over 7.7 million consoles since its launch against Microsoft’s 4,5 million

Sony PlayStation Strategy
Sell games which are exclusive to Sony

Attack Strategy by Microsoft Xbox:

Also offer games exclusive to them

RESULTS
Competitors
THE ROLES OF
BRANDS

BUILDING BRAND EQUITY

Brand
Elements
MEMORABLE
MEANINGFUL
PRODUCT SERVICE
BRAND community

PRODUCT PLACEMENT AND BRAND EQUITY

ADVANTAGES OF BRAND EQUITY

MEASURING
BRAND EQUITY

BRAND AUDITS
BRAND TRACKING
BRAND VALUATION

SETTING PRODUCT STRATEGY
Customer Hierarchy

This Is For The Players

We Have Priced
Our Product Competitively

What’s in the box:

PS4 Console
Controller
x1
Cables

Xbox One Console
Controller x1
Cables
Kinect
Headset with Mic

But You Can Buy Our Extended Product Line

Controllers
Docking Stations
Headsets
PlayStation Camera

We Also Engage Two Part Pricing

The PlayStation Store adds a second level to our pricing strategy with monthly fees.

While not a captive product, it is required for online play.

Products Can Be Bundled

Selling a bundle can help create a one-stop solution for customers
Perceived value comes from economy of scale
Larger initial return on costs of acquiring new customers

Questions ?
Examining the target market

We see our target
market as anyone that
plays any games- so
roughly 181.4 million Americans.
Studies show that the demographic mix of
gamers is quite similar
across most Western countries so we are assuming these
statistics will reflect
on the target market
segmentation
across the U.K and
Australia.

Over our last two console generation
launches, we have seen our
market share drop significantly
from dominating the market share
with the 6th generation PS2,
to losing a huge amount of the
consumer market to the
Wii in the 7th generation release.

Key points of
difference

Price
Required internet connection
Games offered
Controller Batteries

SWOT analysis for
PlayStation 4

Brand mantra for the Playstation 4: The console for the true gamer
Full transcript