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Brand audit report
This document provides a brand audit and analysis of Sony PlayStation and its competitor Microsoft Xbox. It begins with background on the gaming industry and market segmentation. It then analyzes the brand inventories, strengths/weaknesses, points of difference/parity for each brand based on surveys of 30 gamers. Key findings are that Sony PlayStation has stronger brand recall but Xbox provides more all-in-one entertainment. Recommendations for Sony include focusing more on building its overall brand than individual products and expanding beyond just youth audiences.
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Brand audit report
- 1. 2014 Product and Brand Management Playstationand Xbox Submitted to: Submitted by: Prof. Dhruva Chak Ayush Manan Vishwakarma 13DM049 Deepanshu Bansal 13DM062 Sumit Rekhi 13DM195 Surinder Singh 13DM197 Tushar Mittal 13DM205 Udit Jain 13DM206 B I R L A I N S T I T U T E O F M A N A G E M E N T T E C H N O L O G Y
- 2. Contents Gaming Industry..............................................................................................................................................3 Trends ............................................................................................................................................................3 MarketSegmentation.................................................................................................................................3 Our Brand .........................................................................................................................................................4 Sony Playstation...........................................................................................................................................4 Our Competitor ...............................................................................................................................................4 Microsoft Xbox .............................................................................................................................................4 Brand Audit ......................................................................................................................................................5 Brand Audit of Sony Playstation ....................................................................................................................6 Brand Inventory............................................................................................................................................6 Brand Logo ...............................................................................................................................................6 Brand Taglines ..........................................................................................................................................6 Strength Weaknesses Opportunity and Threat........................................................................................6 Brand Point of Difference...........................................................................................................................6 Point of Parity ...............................................................................................................................................7 Brand Audit of Sony Microsoft Xbox .............................................................................................................8 Brand Inventory............................................................................................................................................8 Brand Logo ...............................................................................................................................................8 Brand Taglines ..........................................................................................................................................8 Strength Weaknesses Opportunity and Threat........................................................................................8 Brand Point of Difference...........................................................................................................................9 SURVEY ANALYSIS.............................................................................................................................................9 BRAND RECALL.............................................................................................................................................9 BRAND PERSONALITY...................................................................................................................................9 BRAND RESPONSE ......................................................................................................................................10 Recommendations .......................................................................................................................................11 Exhibits.............................................................................................................................................................12
- 3. Gaming Industry Trends Gamerevenues will grow at a compound annual growth rate (CAGR) of 6.7% to $86.1 billion by 2016; The number of gamers worldwide will rise from 1.21 billion this year to 1.55 billion; Mobile gaming will grow at an average annual rate of 19% for smartphones and 48% for tablets, grossing $13.9bn and $10.0bn in 2016 respectively; Combined, they will take a 27.8% share of the global market, up almost ten percent points compared to this year; Primarily fuelled by a global CAGR of 10.4% for MMO games on PC, the computer screen will continue to lead other screens with a market share of 35.8% totalling $30.9bn in 2016; Next gen consoles, free-to-play triple A titles and alternative distribution of games to TV will help to consolidate revenues through the TV screen at a global growth rate of 3.5%; The Asia-Pacific region will strengthen its leading position with a 37.9% market share by 2016 as emerging markets drive global growth. Market Segmentation Gaming Market Segmen tation Avid Omni gamers Casual Gamers Core Console Gamers Family Gamers Social Games Free and mobile gamers
- 4. Our Brand Sony Playstation Playstationis a series of video game consoles created and developed by Sony Computer Entertainment. The brand was first introduced on December 3, 1994 in Japan with the launch of the original PlayStation console. It now consists of four home consoles, as well as a media center, an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines. The original console in the series, the PlayStation, was the first video game console to ship 100 million units, 9 years and 6 months after its initial launch. Its successor, the PlayStation 2, was released in 2000. The PlayStation 2 is the best-selling home console to date, having reached over 155 million units sold as of December 28, 2012. Sony's next console, the PlayStation 3, was released in 2006 and has sold over 80 million consoles worldwide as of November 2013. Sony's latest console, the PlayStation 4, was released in 2013, selling 1 million consoles in its first 24 hours on sale, becoming the fastest selling console in history. Our Competitor Microsoft Xbox The Xbox is a video gaming brand created by Microsoft. It includes a series of video game consoles developed by Microsoft, with consoles in the sixth to eighth generations, as well as applications (games), streaming services, and the online service, Xbox Live. The brand was first introduced on November 15, 2001 in the United States, with the launch of the original Xbox console. That original device was the first video game console offered by an American company after the Atari Jaguar stopped sales in 1996. It reached over 24 million units sold as of May 10, 2006. Microsoft's second console, the Xbox 360, was released in 2005 and has sold over 77.2 million consoles worldwide as of April 18, 2013. The successor to the Xbox 360 and Microsoft's most recent console, the Xbox One, was revealed on May 21, 2013. The Xbox One has been released in 21 markets around the world on November 22, 2013, with the UK as its first country.
- 5. Brand Audit BrandInventory o Logos o Taglines and Slogans o Jingles o Packaging Points-of-difference (POD) The aspects of the product offering that are relatively distinct to the offerings of like competitors. Points-of-parity (POP) The aspects of the product offering that are largely similar to the offerings of like competitors. SWOT (Strength Weakness Opportunity and Threats) Brand Mantra The heart and Soul of the Brand
- 6. Brand Audit ofSony Playstation Brand Inventory Brand Logo Brand Taglines Live in your world. Play in ours It only does everything Greatness Awaits Strength Weaknesses Opportunity and Threat Brand Point of Difference Strategy o First mover advantage o Enjoys the advantage of Sony being pioneer in designing and electronics o Collaborated with Mercedes-Benz to provide better customer experience
- 7. Product o Varietyof products available o Better design sleek style and looks o Better graphics o Product line and variation (tweaking of the models before product enters into maturity) o Innovative products (blue ray disc compatibility) Complementary Products o Number of accessories are more o number of games are more (150 titles) o Indian content based games(regional games available) Availability o Leverage the brand presence across globe in terms of distribution o Uses e-commerce for product o Titles available across all the retail stores Point of Parity Different storage capacity available Online portal for multiplayer gaming experience Similar games available with each console (exception one or two) Multiplayer compatibility Wi-Fi enabled consoles High Graphics
- 8. Brand Audit ofSony Microsoft Xbox Brand Inventory Brand Logo Brand Taglines 1. A New Generation Revealed 2. Jump In 3. Jump Out Strength Weaknesses Opportunity and Threat Strength •All in one entertainment: Xbox is more inclined to provide a wide range of features and is perceived as all round entertainer •Strong customer service •Compatibility with windows •Competitively priced Weaknesses •Weak distribution •Limited product range and variants •Doesn’t cater to lower segment of market as play station •Xbox Live monthly fee Opportunity •Number of games •Work on distribution •3D gaming Threat •PC games •Playstation and Wii •Tablets and smartphones •Cloud gaming Microsoft XBox
- 9. Sincere High 69% Low 31% Competent 77% 23% Exciting81% 19% Sophisticated 63% 37% Rugged 51% 49% Passionate 72% 28% Brand Point of Difference All in one entertainment Customer Service Paid online Portal (Xbox Live) Competitive Priced Complete compatibility with Windows. SURVEY ANALYSIS SAMPLE SIZE – 30 TARGET AUDIENCE – CONSOLE GAMERS BRAND RECALL Sony 53% Xbox 26% Others 21% BRAND PERSONALITY
- 10. Very Quality Strong 26% Strong 52% Low 22% Credibility 33% 46%21% Consideration 56% 21% 23% BRAND RESPONSE
- 11. Recommendations Sony PlayStation haspositioned itself in youth market, who rely on the brand Sony. The distribution of Sony leveraged the PlayStation and this is the major reason for its high sales, but on the other hand it lacks certain features and benefits which differentiates themselves from competitors. The recommendation to improve their overall brand are: Focusing on building their brand than branding of individual products Developing a brand tagline along with the products tagline They should focus on reviving the declining gaming console industry to maintain their brand. If gaming industry declines, their brand cannot survive Option of up gradation of the existing hardware (console) in order to make it compatible for future games. They should also focus on positioning family entertainment through console gaming than just narrowing their approach for youth market.
- 12. Exhibits BRAND AUDIT –SONY PLAY STATION VIDEO GAMES Q1.Which brand you usually recall when you think of video games. Q2. Please provide the top three (3) brands that you would most likely purchase from when considering Video Games Q3. How well do the following traits describe Sony PlayStation (1= not at all, 5 = very much)? Q4.Please Rate the Sony PlayStation on following Parameters: (1= Very low, 5 = Very Strong) Q5.How much are you engaged with SONY PS on the following metrics (1= not at all, 5 = very much)?