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Sony PlayStation

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by

Elif Erturk

on 26 December 2014

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Transcript of Sony PlayStation

- Advertisements


- Can target segmented groups easily


- Unique brand and product image
Sony PlayStation
Product Review
-First PlayStation launched in 1994
-PlayStation series consists of four "plug-in" TV consoles and two portable versions
-Latest model PlayStation 4 hit 10 million sales


Marketing Mix
STP Strategies
Social Media Strategies
Company Review
-Founded in 1945 in Tokyo, Japan
-Current company market value of 21billion
USD.
-Electronics
-Tablets
-Laptops
-Computer Software
-Cell Phones
-Televisions
Marketing Project
Presented By Group 1: Altug Ceceli
Elif Erturk
Zain Fuad
Onur Veyisoglu
PlayStation and its Competitors
Market Segmentation
Market Targeting
Market Positioning
PRODUCT
PRICE
PLACE
PROMOTION
Social Media Websites
Strategic Implication and Managerial Insights
References
http://www.scribd.com/doc/38840705/Sony-Marketing-Mix-and-Swot-Analysis#force_seo

http://brianmoats.com/Portfolio/Playstation_3_Marketing_Plan.pdf

http://gizmodo.com/sony-ps4-everything-you-need-to-know-512462631

http://www.playstation.com/en-us/explore/ps4/

http://store.sony.com/playstation/cat-27-catid-PlayStation;pgid=2SZCiXjC6zNSRqFlL6UbBtYh0000m2Ve_yI7;sid=5nVwyE1TbVYxyBndwkAZzH9ZoLSL9QuSHUhNzrgC

http://www.academia.edu/5042092/Playstation

https://prezi.com/zvsi0jwcu2_h/sony-playstation/

THANK YOU FOR LISTENING
Demographic Segmentation
Geographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
-Facebook (38,980,184 likes )
-Twitter (5.26 million followers)
-Instagram (725,000 followers + 176 posts)
-YouTube
-Google search results
(Source: http://techcrunch.com/2013/05/21/xbox-one-vs-playstation-4/)
Advertising:
Television Ads
Newspapers
Billboards
Football Matches
-Direct Marketing
-Sales Promotion
http://www.giantbomb.com/playstation-4/3045-146/forums/2013-ps4-uk-eu-release-confirmed-1437714/
http://www.gettyimages.com/detail/news-photo/banners-for-the-sony-corp-playstation-4-game-console-are-news-photo/457372349
http://www.game-saga.com/tag/association-football/
(Source: http://www.sitepronews.com/2014/06/24/sony-trumps-nintendo-shrinking-console-market/)
(Source: http://www.gamepur.com/news/16615-sony-hints-ps4-firmware-20-release-date-why-still-no-dlnavideo-player-more.html)
(Source: http://www.tweaktown.com/news/41212/sony-continues-to-restructure-wants-to-push-forward-in-entertainment/index.html)
-Ages 15-40

-Mostly males (60%)

-Increasing number of females (40%)

-Mostly upper middle and upper class

-People of all cultures
-Big cities are main focus
-Worldwide sales, including Japan, North America, Europe, and Oceania
(Source: http://commons.wikimedia.org/wiki/File:PlayStation_Network_availability_map.svg)
-Individuals passionate about gaming

-Goal-oriented individuals

-Innovators

-People of various interests: music, sports, racing
-Loyal customers who prefer PlayStation over other competing brands

-Variety of the product is appealing enough to keep customers coming back
-Differentiated

-Ages 15-40

-Different games for males and females

-Hardcore gamers

-Consumers interested in innovation and high quality technology
STP Feedback
Marketing Mix Feedback
-High quality

-Easily programmable games (supports more formats)

- High Price!!

-After sales services, Loyal customers




Conclusion /Advice
-Customer oriented

-Pricing

-External competition

-Television gaming console

-Customized processors

-High performance system memory

-High quality graphics

-Motion sensitivity with wireless remotes

-Blu-Ray
-Relatively expensive: PS3 cost ~$600 when first released and PS4 ~$400

-Value-added pricing

-Bundle pricing
-Offline and online distribution channels

-Online: Sony website

-Offline: Manufacturer -> Retailer -> Consumer

-Supply chain: parts bought from different suppliers, assembled in Japan, product sold worldwide through distributors
PlayStation has more followers than its competitors on most social media websites
Positioning Maps
"To avid video game players, Sony PlayStation provides the ultimate gaming experience with its high graphic performance and its ample features that other gaming systems do not provide, and it proves to be one of the best technological advances yet in the gaming industry due to its blu-ray technology."
Positioning Statement
Social Media Strategies
-High quality game trailers

-Organized Events

-Interactive (Games, Draws)

(Source: blog.questionmark.com)
(Source: www.timesunion.com)
(Source: http://www.academia.edu/5042092/Playstation)
Full transcript