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PlayStation Marketing Mix & Environment & Target Essay

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The PlayStation brand is a series of video game consoles created and developed by Sony Computer Entertainment. PlayStation was the idea of Ken Kutaragi, who known as “The father of the PlayStation”, a Sony executive who had just come out of his hardware engineering division at that time. The console’s origins date back to 1986 where it was originally a joint project between Nintendo and Sony to create a CD-ROM for the Super Nintendo. The PlayStation made its debut at the Consumer Electronics Show in June 1991 when Sony revealed its console, a Super Famicom/SNES with a built-in CD-ROM drive.

However, a day after the announcement, Nintendo announced that it would be breaking its partnership with Sony. The deal was broken by Nintendo after they were unable to come to an agreement on how revenue would be split between the two companies. The breaking of the partnership infuriated Sony President Norio Ohga, who responded by appointing Kutaragi with the responsibility of developing of the PlayStation project to rival Nintendo.

The original PlayStation released in December 1994 was the first of the ubiquitous PlayStation series of console and hand-held game devices.

Target Market They targeted at fans of video games and teenager or audience starting at 17+ and the focus is more on the male. Of course the games themselves have limits on who can play them, depending on the “content rating” on the game’s cover. Sony developed the PlayStation with the intention of hitting a wider, especially the older generation of gaming enthusiasts.

Marketing Mix * Product: “A successful marketing efforts result in product that become a part of everyday life”, and that what Sony reached by offers games of all genres to match customers gaming preference. With its product PlayStation they have succeeded in satisfying the customers’ wishes by developing it among the time as requirements of the customers and their needs.

* Distribution Decisions with respect to distribution focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Selecting the appropriate retailers or wholesalers is an important thing. PlayStation covered the market. It’s distributes it in various channels, customer buy it from the retailers recognized by Sony, and these retailers buy the products directly from the company itself.

* Promotion Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy. A company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers, their features and influence their attitudes favorably.

Advertising campaign carried out by Sony to promote their product for PlayStation was big, they published video clips on the Internet, and they have advertisements in television screens, newspapers and magazines all over the world and other promotional media are very important in term of creation awareness about it.

Some of the phrases in the ads are: “Live In Your World. Play In Ours.” “Wherever, Whenever, Forever.” The most notable of recent PlayStation commercials is the series of “It Only Does Everything”, these commercials garnered popularity among gamers.

* Price Pricing decisions are almost always made in consultation with marketing management. Customers directly relate price to quality. PlayStation is with price range from moderately-high. Here in Saudi Arabia its price varies from SR 1300 to 1700 first raises the market, and then begins gradually decrease its.

Marketing Environment * Competitive Biggest competitors to PlayStation are Wii of Nintendo and Xbox from Microsoft. The competition among them is very strong, PlayStation sales dropped against Wii at the beginning of 2008, and one of the reasons is its low price.

*Numbers in thousands

* Technological The current penetration of Internet creates the stimulus for the increase use of Internet as information. The introductions of new technologies have changed the nature of customer’s expectations, creating new zones of tolerance. Today, customers expect more flexibility, speed and dependability from retailers, than before the introduction of web-based technologies.

* Sociocultural The price has become the key determinant of purchase choice. Various consumers are always looking for the best price opportunities. Also, research shows the large number of UK consumers’ choice of product strongly depends on the appeal of product mix and its congruence with their self-concept.

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