Theaker derek final_assignment
- 1. Derek Theaker March 27, 2013 SONY CORPORATION
- 2. PRODUCT: SONY PLAYSTATION 3 Sony is the creator of the PS3. The third iteration of the PLAYSTATION family, the PS3 was released on November 17, 2006. The PS3 has sold 70 million units worldwide. (SONY, 2012)
- 3. PRODUCT: SONY PLAYSTATION 3 Competitive Differentiators • The Sony Playstation 3 debuted with a Blu-Ray disc player. • The original PS3 included a Six-Axis controller and later released the Dualshock 3, which featured Six-Axis and vibration functionality. Features and Benefits • Hundreds of games you want to play, including Playstation exclusives. • Earn Trophies and show off your trophy collection. • Free online multiplayer gaming. • Movies, music, and games all available to stream or download. • Stream thousands of movies and TV shows with Netflix, Hulu Plus, CinemaNow, and VUDU. • Watch sports with NHL Game Center, NFL Sunday Ticket and MLB.tv. • Stream millions of songs instantly with Music Unlimited. • Playstation Plus premium paid service includes free games, discounts, and exclusive content. • Blu-ray movies, 3D gaming, upload and store your music, movies, and photos. • Remote play through the Playstation Portable and Playstation Vita.
- 4. Target Market: SONY PLAYSTATION 3 Geographic Demographic Psychographic Benefits Sought Usage Rate 36 % 39 % 12 % 13 % North America Europe Japan Rest of World The PS3 is sold worldwide, but the majority of the consoles have been sold in Europe and North America. (VGChartz, 2012) The target audience for the PS3 are 13-35 year old males, mostly college students. However, there has been a 40% increase in the female audience. These young males are mostly hardcore gamers that have owned previous versions of the Playstation or those that enjoy HD movies. The PS3 console offers its user an escape from the real world for a period of time. It can also provide hours of entertainment through games, movies, and music. The PS3 is geared towards owners of previous versions of the Playstation console. The usage rate is heavy users, but it also targets first time and potential users as well.
- 5. PRICE: SONY PLAYSTATION 3 Price When the PS3 was first introduced its launch price was $499 for the 20GB version and $599 for the 60GB version. Since the launch there have been many versions of the console. The 20GB went away and was replaced with a 40GB version. The 60GB was replaced with an 80GB. Sony also released 120GB, 160GB, 250GB, and 320GB versions with price tags ranging from $199 to $349. The 320GB version is still available, but two new versions have recently been released. A 250GB and a 500GB version, which usually come as bundles including specific colors, games, and periphials. These new versions range from $229 to $349. (Sony, 2013) Sales Tactics • Sony officially announced the PLAYSTATION 3 at E3 (Electronic Entertainment Expo) in 2005. • Sony has sinced used E3 to debut the Slim version and the Slimmer version as well as new periphials, such as the Playstation Move. • Sony uses bundles to sell the console along with the release of highly anticipated games. • Sony offers a large selection of exclusive games that are only released on the PS3 and add-ons for games that are specifically made for the PS3.
- 6. PLACEMENT: SONY PLAYSTATION 3 Physical Distribution Sony initially sent 400,000 units for its North America release of the PS3. By the end of 2006, 1 million units total had been distributed in North America. Since the intial launch, Sony has meet the demand for new PS3 consoles by consolidating its manufacturing. Sony sells its PS3 consoles at major retailers such as Best Buy, Target, and Walmart. They also sell the consoles at video game retailers like Game Stop and their own store, Sony Style. On top of brick and mortar stores, the PS3 is also available for purchase online from Sony’s website, from Amazon.com, and from the major retailes websites.
- 7. PROMOTION: SONY PLAYSTATION 3 Mass Marketing Sony sets up demo stations inside stores to allow customers to try out the system before purchase. They also started a program where they bring Sony also set up gaming kiosks on college campuses, dubbed “Playstation Dorm Crashers.” They feature 6 PlayStation 3D display gaming kiosks featuring new and unreleased titles. The Sony teams feature contests, prizing, and giveaways, food, drinks and music!
- 8. ADVERTISING: SONY PLAYSTATION 3 Sony uses billboards, posters, and TV commercials to advertise the PS3 console.
- 9. MEDIA MIX: SONY PLAYSTATION 3 The Playstation 3 has been advertised in men’s magazines, such as Maxim and their own Official US Playstation magazine. They tend to air their commercials during primetime television and during special programming. They use their website to spread information about the console and also allow you to purchase the PS3 directly from the website. Sony concentrates on media that hits their target market (male hardcore gamers) and also other media that allows Sony to broaden the reach of the PS3. Sony regulary uses E3 to introduce new products and peripherals for the Playstation 3 and to debut exclusive games and add-ons for upcoming and current games.
- 10. SUMMARY: SONY PLAYSTATION 3 The Playstation 3 has been through its ups and downs since it has launched in 2006. It has gone through two transformations since the original debuted and the storage has changed a number of times. The price has been adjusted to allow the console to catch up with its competitors, which it finally accomplished in November 2012. Although it launched a year later than its main competitor, the PS3 was never far behind and gained ground every year. The Playstation 3 will turn 7 years old this year and has a predicted life cycle of 10 years, like its predecessors. Sony has already announced that the Playstation 3s heir will be released in the fall of this year, 2013. Like the PS3, the PS2, and the original Playstation; the PS4 is a highly anticipated console from a long line of gaming history for the Sony Corporation.
- 11. REFERENCES Sony Playstation official website (2013) Retrieved from http://us.playstation.com/homepage/ Sony Global website (2013) Retrieved from http://www.sony.net Sony USA website (2013) Retrieved from http://www.sony.com/SCA/ VGChartz website (2013) Retrieved from http://www.vgchartz.com