The document summarizes key aspects of Sony PlayStation 4's positioning in the market. It discusses PlayStation 4's powerful processor, emphasis on social interaction and integration with other devices. It outlines PlayStation 4's target audience as mainly men aged 18-40, especially those from upper middle class families. The document also summarizes PlayStation 4's marketing strategy of appealing to gamers by focusing on the benefits of fun, relationships, and a sense of achievement through game play.

1. Key Positioning of
Sony Playstaion 4
Presented By:
Zaheer Sayyed
Karthik
Yamini C.V.
Tanisha Jain
Sameeksha M.N.

2. Print Ads:

3. Print Ads:

4. Print Ads:

5. TV Commercials:
https://www.youtube.com/watch?v=BrH0K0nLrB8
https://www.youtube.com/watch?v=YwJwiVwk3pw

6. 1. Root Strengths:
• A unified CPU/GPU processors in the PlayStation 4.
AMD stated that it was the "most powerful" APU they had developed to
date.
• The PlayStation 4 places an increased emphasis on social
interaction and integration with other devices and services.
Including the supported Sony Xperia phones.
• On September 7, 2016, Sony unveiled two hardware revisions
of PlayStation 4; a slim build of the console, and a "Pro"
version with an upgraded GPU and higher CPU clock rate to
support 4K gameplay on supported titles.
• Exclusive titles = 110, total number of titles available = 1246
• Compact size makes the console surprisingly portable.

7. 2. Competitive Environment:
• Direct Competition:
1. Gaming Consoles (XBOX ONE,
Nintendo WII/ WII U and
other consoles before the 7th
Generation)
2. Hand-held devices for gaming
(mobile, tablets and
phablets)
3. Gaming PC’s and Laptops.
• Indirect Competition:
1. Record and Playback Devices.
2. TV Streaming Devices.
3. CD/DVD, SD, HD and USB
Players.
• Market Share:
1. With the introduction of
PlayStation 4, the 2014 market
belonged to Sony, with sales
reaching 14.59 million units sold
that year.
2. PlayStation had been successful
in both the physical segment as
well as online gaming through
their PlayStation Network, as
seen by the rising number of
registered accounts.

8. 2. Competitive Environment:

9. 3. Target Audience:
• Gender: Men
• Age Group: 18 – 40
• Personality: Social Gamer, Addictive Gamer, Problem Solver,
Immersive Gamer, Competitive Gamer, Achievement based
Gamer and also the Casual Gamer.
• Attitude toward product- Positive
• Social Class: Upper middle class and higher.

10. 3. Target Audience:
Social Economic Classification:
• Individuals who fall in the A and A1 category are the once who
are potential buyers for the Sony PlayStation 4.
• School 5–9 years with 8 or more durables
• SSC/HSC with 7 or more durables
• Some college but not graduate with 6 or more durables
• Graduate/Postgraduate general with 6 or more durables
• Graduate/Post Graduate professional with 6 or more durables

11. 3. Target Audience:
• Hardcore gamers:
Typically in their mid to late twenties, single and predominantly
male. Gaming is their primary leisure activity (more than 10
hours per week).
• Mainstream gamers:
Slightly older and less male biased than fanatics. A third have
children and are quite cautious spenders. They game
regularly, predominantly playing the blockbuster titles such
as FIFA, Call of Duty and Grand Theft Auto. Digitally savvy
without being obsessed by the latest technology, they use
mobile and social channels extensively.

12. 3. Target Person:
The aim is to target males age 22-40. An ideal candidate has a child (or
children) and he values spending time with his offspring. He might not be
a ‘core’ or ‘heavy’ gamer, but he has got previous experience in video
games at any stage of his life. Here are some of the subcategories that
could match the overall target person:
a) he might have played as a teenager, but does not play nowadays,
because of the perception of being too old for it (or growing out of it) and
gaming simply seems not fitting into his busy and serious lifestyle,
b) he could still be gaming occasionally on any platform (e.g. game
console, PC or mobile),
c) despite the busy lifestyle and time dedicated to family, he still plays on
a regular basis (more than 15 hours a week),
d) Even though the product is aimed at fathers, he might even be an older
brother, or an uncle living in the same house with children. He then is still
perceived as an important member of the family sharing the childcare
duties. He is the older male role figure, loved by the kids in the family.

13. 4. Insights:
• The strategy for PS4 was to go back to the roots of the brand
and declare that it was for gamers, by putting them at the
very heart of everything.
• PS4 gamers were branded as “players”.
• “This is for the Players” campaign was born.

14. 5. Benefits:
• Functional Benefits:
i. A unified CPU/GPU processors in the PlayStation 4. (MOST
POWERFUL APU)
ii. Features surrounding social interaction; Gameplay videos
can be shared via the PlayStation Network and other
services,
iii. The PS4's DualShock 4 controller with new added touchpad
and a "Share" button, along with an LED light bar on the
front to allow motion tracking.
iv. Exclusive titles = 110, total number of titles available = 1246
v. Compact size makes the console surprisingly portable.

15. 5. Benefits:
• Emotional Benefits:
i. Help bridge generation gaps between fathers and sons.
ii. Help build relationships with strangers over the platform.
iii. The joy of playing and having fun.
• Sensory Benefits:
i. Sense of Achievement via achievements in game,
ii. Sense of Belongingness with other gamers in the community
via social interactions and integration,
iii. Sense of Immersiveness,
iv. Sense of competition.

16. 6. Values and Personality:
Subcategories-
1. Social Gamer
“When gaming , I prefer interacting with other players as opposed to
playing by myself”
“When gaming, I enjoy working with other players to accomplish a
goal”
2. Addictive Gamer
“I neglect housework to play video games”
“(If currently a student) I neglect homework to play video games
3. Problem Solver
“I enjoy unlocking new areas or locations”
“I enjoy taking time to figure things out in an environment”
4. Immersive Gamer
“I enjoy games where my choices impact the story”
“I enjoy games that give me choices as a character within its
world”
5. Competitive Gamer
“I am concerned with my Win/Loss ratio”
“I am concerned with my statistics in certain games”
6. Achievement-based Gamer
“I seek achievements or trophies”
“I enjoy being able to demonstrate my collection (trophies,
equipment, perks)”
7. Casual Gamer
“I play games to kill time”
“I enjoy playing few selected titles at times”
Values: Entertainment and Engagement
Personality:
Gamers and Players