Sony Playstation - Essay Example

?Sony Playstation Introduction: Sony is one of the foremost producers of communications, electronics, video game, video, consoles and various types of information technology goods for their consumers and professional marketplaces. Sony Playstation is the one of their brand sequence of video game consoles developed and made by the Sony Computer Entertainment. “The Playstation was released in 1994 and enjoyed great success, mainly because of the company's strong financial back enabling it to market the PS widely and its ability to get hundreds of developers to license games for the console” (Sony Playstation n.d., para. 3). Sony Playstation turned out to be an instant success, and Sony offers a large variety of games obtainable with it. At the same time, as a beginner to the gaming manufacturing, Sony was, and still is, a customer electronics giant. The study here includes branding and competitor analysis of Sony Playstation. The PlayStation 2 version made by Sony also has online gaming abilities to engage any player personal across the earth with the help of a cable adapter attached to the back of the PS2, which connects an Ethernet port for the console to attach to the Online Community that every software game can access. “Before the release of the PlayStation, Sony had never held a large portion of the videogames market. It had made a few forays into the computer side of things, most notably in its involvement with the failed MSX chip in the early 80's, but it wasn't until the advent of CD-ROM technology that Sony could claim any market share” (History of the Playstation 1998). Branding in Sony Playstation: The “branding” (Lake 2011) is a vital concept in marketing to obtain the prospects to foresee as the one and only name in the marketing arena. It can be a name, design or logo in order to identify the goods and services from the market and to distinguish from the same kind of the products. The brand includes the whole of a three media center, a line of controllers, home consoles, an online service two handhelds and a phone, in addition to multiple magazines. “A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is” (What is Branding? 2009). Sony PlayStation is presently in transition phase. PlayStation 3 and PSP had faced some tough time. The playstation is considered as market leader in the entertainment category, the various kind of the features that are inbuilt in the playstation are the gaming, playstation network, multimedia support, connectivity and the various updates in the software. It can be played also online, The multi media game platform doesn’t look good on the PS3, The Sony playstation has many of the studios under the own clutches, and they add on more of the software and the hardware updates for the playstation.The name sony playstation provide gives much happiness and chill to people, the CD-swallowing monster and the multitap have added much as the catalyst to the branding and promotion. “The company's future relies on the PlayStation 3 and the technology that comprises it. Originally slated to launch spring 2006, the PlayStation 3 release was delayed until November because its two most exciting pieces of technology weren't ready -- the Cell processor chip and the Blu-ray drive” (Ohannessian 2006). Sony has the brand identification and advertising ability to generate new product group and revive full-grown ones. We can grant the example of its Walkman brand. “Sony Computer Entertainment Inc. is predicting brisk sales, even though the launch may have missed some holiday shoppers. A successful debut would help the company offset the rest of its struggling business. Sony projects a loss of more than $1 billion for the fiscal year through March 2012, which would be its fourth straight annual loss” (Sony’s Playstation Vita Hits Stores in Japan 2011). However, the company doesn’t depend on intensely implemented promotion campaigns to safe consumer notice. The company makes use of world class publicity to improve Sony’s value, status and brand image. Communication campaigns are carried out equally for an individual product on planned platform basis. “Sony was a big monster of a brand that made cool electronics, lifestyle products, films and music. It was innovative and as solid as a mountain” (Mehr & Keene 2005). This procedure generates guaranteed publicity for the company’s most significant products as well as for the company’s role in key business issues that cross multiple product category and discipline, which include electronic music allocation and digital television. Competitor Analysis: There are lots of players in the play station category. The major players in this kind include, PlayStation Vita vs, Nintendo 3DS, X-Box. Here the competitor select to compare with the Sony play station is the X-Box. Sony is the reputed brand and the stiff competition they face are from another attractive and the most reputed one from Microsoft with the new brand of X-Box. “PlayStation has always been a pretty straightforward proposition for the consumer: there was a home console and a mobile platform, and these were discreet but also 100% compatible” (Stuart 2011). Second video console manufactured by the Microsoft and the descendant is the Xbox 360 to the Xbox. The Xbox 360 fights with Sony's PlayStation 3 and Nintendo's Wii as division of the seventh generation consoles of video game. Ion the year of 2011 September 30, 57.6 million Xbox 360 consoles have been traded globally. “The Xbox 360 is great for playing games. But if you're one of those people who like watching movies, listening to music, watching live TV, playing games with people all over the world” (Xbox 360 + Kinect 2012). As the One of the main competitors of the Sony play station, X-box, the Microsoft’s Xbox gaming scheme is the contiguous gaming console that has equivalent product characteristics. (Ex: online gaming community, DVD movies, exclusive software, etc.). “The Xbox is the next generation video game console made by Microsoft. The Xbox 360 is the successor to the Xbox, and competes with Sony's PS3 and Nintendo's Wii as part of the seventh generation of gaming systems” (XBox 360 n.d.). Sony's marketing panel has full aim at Microsoft's Xbox 360 soothe in a new press release, branding the console is much costly and hyping the PlayStation 3 as the most excellent propose for the cash spent. “The PS3 had a bit a troubled launch, thanks to unit shortages and the fact that Sony’s $599 system launched almost a year later than the Xbox 360. For the next generation, Sony plans to do differently, learning from the PS3 launch and revealing that they don’t plan to launch their next console later than the competition” (Mole 2011). There are various plans and processes for Sony and they are also found to be the leader amongst all the other brands, “With the Wii U out next year and more and more rumors starting to suggest a 2012 reveal for the next Xbox, Ryan’s comments point towards a new PlayStation console soon after. However, he also said that the PS3 has a lot of life left in it” (Moss 2011). Conclusion: The Sony PlayStation has seen much victory in the US marketplaces as well as on the worldwide platform too. Research and development worked extremely in favor in the setting up and preparation of the PlayStation gaming console of the Sony. Sony will certainly carry on their setting marketplace trends by staying on top of the technical revolution. Powerfully supported by software publishers and developers, PlayStation is unquestionably the most popularly accepted and liked computer entertainment system in the world and the new plan will position Sony for even better success above the subsequently half of its life. Reference List History of the Playstation. 1998. IGN. Available at [Accessed on January 01, 2012]. Lake, L 2011. What is Branding and How Important is it to Your Marketing Strategy? About.com. Available at [Accessed on January 01, 2012]. Mehr, J & Keene, L 2005. Sony. Brand Channel. Available at [Accessed on January 01, 2012]. Mole, A 2011. Sony: Playstation 4 Won’t Launch Later Than the Competition. Game Rant. Available at < http://gamerant.com/sony-playstation-4-launch-date-mole-118212/> [Accessed on January 01, 2012]. Moss, S 2011. Sony: PS4 Releasing Significantly Later than Competition would be “Undesirable”. Playstation Lifestyle. Available at [Accessed on January 01, 2012]. Ohannessian, K 2006. Sony’s Risky Game. Fast Company. Available at < http://www.fastcompany.com/articles/2006/11/sonys_risk.html> [Accessed on January 01, 2012]. Sony’s Playstation Vita Hits Stores in Japan. 2011. IBN Live. Available at < http://ibnlive.in.com/news/sonys-playstation-vita-hits-stores-in-japan/212904-11.html> [Accessed on January 01, 2012]. Sony Playstation. n.d. CyberiaPC.com. Available at [Accessed on January 01, 2012]. Stuart, K 2011. Sony Announces Playstation Phone But it has Some Stiff Competition. Guardian.co.uk. Available at [Accessed on January 01, 2012]. What is Branding? 2009. BizHelp24. Available at [Accessed on January 01, 2012]. XBox 360. n.d. Available at < http://www.gameconsolesedu.info/Xbox360.php> [Accessed on January 01, 2012]. Xbox 360 + Kinect. 2012. Xbox. Available at < http://www.xbox.com/en-US/xbox360> [Accessed on January 01, 2012]. Read More