Download as PDF, PPTX
Playstation 4
- 1.
- 2. History of Sony ●Sony was established in 1946 ● They were known for their cutting edge technology ● 1958 - changed name to Sony ○ Combination of latin word “Sonus” (sound) and sonny (“young boy”) ● Made a name for themselves with the transistor radio ● They are also credited for creating common items such as: ○ Floppy discs ○ Compact discs ○ Betamax ○ The Walkman ○ Blu Ray
- 4. “Our goal, ratherthan have the future dictated to us is to try and be a pioneer, shaping the way it goes. That's what we're trying to do with PlayStation Now." -Mark Cerny PS4 Architect
- 5. History of thePlayStation ● First venture with Nintendo in 1988 ○ Created CD ROM drive for the (unreleased) SNES ○ Nintendo dissolved the contract in 1991 during the debut ● Sony created the PlayStation to directly compete with Nintendo’s gaming consoles ● Original Playstation released in JP Dec. ‘94 & Globally in Nov. ‘95 ○ Immediately favored in market for low cost & superior game library ● Playstation 2 released in 2000 ○ 2 big hooks: Backwards compatibility & DVD Player ○ Best selling gaming console ever ● Playstation 3 released in 2006 ● Playstation 4 released in 2013 ○ Sold over 1 million consoles in 24 hours after release ○ Current market leader
- 6.
- 7. SWOT Analysis Strengths ● BrandRecognition ● Leader in game consoles ● Listens to customers ● Quality product design Weaknesses ● High prices ● Innovation has slowed ● PlayStation is main product Opportunities ● Can combine products into ‘all in one’ ● Continue to gain “casual” gamers Threats ● High competitions ● Tech startups ● Companies lowering prices ● Security breaches
- 8. Porters 5 Forces ●Threat of New Entrants - Low (High barriers to entry) ● Buyer Power - Low (rise in online sales of consoles; Gamestop makes a lot of money with selling consoles) ● Supplier Power - Medium (few other console options; there are however high switching costs from Xbox to PS4) ● Threat of Substitutes - High (rise in smartphone gaming, board games, physical activity as well as TVs that have the capability to stream Netflix and Hulu) ● Competitive Intensity - High (always has been high since this all began as well the recent increase in advertising expenses)
- 9. Competitors ● Playstation 4 ○Focus on hardcore gaming ○ Highest quality graphics ○ Playstation Plus ● Xbox One ○ Focus on “Full living room control” ○ Kinect sensor ○ Xbox Live ● Wii U ○ Nintendo’s slowest selling console ever ○ Focus on bringing back older titles ○ Nintendo Network
- 10. Core Competencies andAdvantages ● Focus on high-tech hardware ● Miniaturization ● Cost advantage ○ Cost to make PS4: $381 ○ Cost to make Xbox One: $471 ● Differentiation Advantage ○ Playstation Vita ○ Faster processing ○ Large game selection ○ Exclusive content ○ Early Access to mainstream games ○ Optimized to run with Sony products
- 11. Segmentation Primary Segment name:“Serious” Gamer ● Benefits Sought ○ Online gaming with friends ○ High quality / immersive gaming for single player ● Most important competitor ○ Xbox One ● Demographics / Psychographics ○ Male aged 28 on average ○ Has a history of playing on PS4 or PC ○ Does not mind spending money for top titles Secondary Segment name: “Casual” Gamer ● Benefits Sought ○ Able to start and/or stop a game at any time ○ Mobile options ● Segment Size ○ 41 Million (Nielsen) ● Most important competitor ○ Mobile (Smart phones, Handheld gaming) ● Demographics / Psychographics ○ Majority Females, 25-54 Years old ○ Enjoys challenges but not penalties ○ Busy with work or other hobbies
- 12. 3 Circles Analysis Competitor’sOfferings ● Nintendo games are backwards compatible ● Microsoft has their brand strength Company Offerings ● Diverse Game Library ● Appeal to a Specific Market ● Sell their experience Customer’s Needs ● Multimedia Features ● Play well-made games ● Online Social Experience Customer Value ● High Quality Graphics ● Multimedia Features ● Family Entertainment ● Fast Processing Power
- 13. Marketing Goals 1. Bethe first fully developed video game console consisting of purely virtual reality. 2. Grow a unique game library. 3. Continue as the leader in the console industry
- 14. Marketing Objectives 1. Betatest VR console by 2019 and fully developed by 2020 2. Spend more on advertising than competitors to establish a foothold in the public eye 3. Obtain exclusive rights to at least 1 new indie game developer per year 4. Develop 1 new flagship game per year 5. Develop DLC for exclusive titles 6. Recreate the PlayStation Now streaming service 7. Create a marketing campaign to illustrate on the superior determinant factors and maintain the 50% of market share of console industry
- 15. Marketing Implementation Three differentstages Before product launch ● Droga5 ● Use Facebook, Youtube and other gaming sites ● Game system reviews with beta of system During launch ● 30 second Television ads showing the new virtual reality functions ● “Greatness Awaits” “Fantasy Is Now Reality” After launch ● Continue with ads both on television and other medias
- 16. Positioning ● For gamerswho want the highest quality gaming console, Playstation offers an immersive gaming experience with life-like graphics while also offering a wide variety of console-exclusive content ○ “Built by the players for the players”
- 17. Evaluation & Control ●Net Promoter Score ● Market Share ● Sales Growth
- 18.