Marketing of Sony PS3 - Case Study Example

Number and Number Marketing Research on Sony PS3 Move Sony PS3 Move the most competitive game console in the market today. As a product, PS3 Move is a combination of technology used in PlayStation 3 and PlayStation Eye camera system. By integrating the two outstanding gaming console technology, users are expected to experience a whole new level of playing video games. Combine with a precise 3D interface, the users will enjoy the use of motion controller that has internal sensors. This technology allows the users to physically be in control of the game (You Tube b). PS3 Move as a product sells on its own. With 75% of the total units sold across Europe, the company was able to sell almost 2 million units after the soft launch in August 2010 (Ferro). As part of determining the marketing move or marketing plan of Sony for its new game console product, specific marketing strategies used by the company will be identified. Eventually, the effectiveness of Sony’s marketing strategy will be evaluated by examining the communication tactics used in reaching out for its target audiences. Marketing Move or Marketing Plan of Sony PS3 Move Part of Sony’s marketing strategy for PS3 Move is to provide the public the opportunity to enjoy the experience of using the gaming console through public tech demo. In line with this, the company spent £750,000 worth of marketing expenses to penetrate the UK market (Newton a). Since Sony admitted that the company does not have so much money available to outspend the advertising costs of Microsoft (Farrell), the company decided the need to allow its target consumers to personally get hold onto PS3 Move console before convincing them to purchase the product. By extending free demo at the supermarkets and shopping centers, people who were able to try using the PS3 Move will be the ones who would advertise the product through words-of-mouth (Newton, Sony Expects Slow Move Sales at Launch, Word of Mouth Crucial). The company is also advertising the newly launched PS3 Move in family shows like X-Factor and Big Brother (Newton a). Aside from using a 40-ft truck to teach store staff about the benefits of using 3D gaming offered by PS3 Move, the company also extends promotional activities related to the selling of PS3 Move games. For every purchase of promotional game, the company will donate US$10 for a cancer organization (You Tube c). The use of traditional advertising and PR strategies is not effective in terms of communicating the advantages of using PS3 Move properly. Other than the use of You Tube, the company is also aggressively using social networking (digital networking) sites such as MySpace, Bebo, websites, blogs, and e-mail. With the use of IT technology, the company is able to easily inform and allow the public to freely interact and debate about the unique entertainment experience they get out of using PS3 Move as compared with other brand of gaming consoles. As part of the company’s massive marketing strategy, Sony PlayStation entered into a marketing deal with Coca-Cola in order to promote the PS3 Move. Using more than 130 million Coca-Cola products that will be designed to feature the PS3 Move games on its cover, the signing of contract with Coca-Cola will make it easier for Sony to advertise the new controller against its other competitors including Microsoft Kinect and the Wii (Moss). Communication Tactics Used in Reaching Out for Its Target Audiences The target market of Sony’s PS3 Move includes people of all ages who are game console enthusiasts. In order to communicate the unique playing experience with the use of PS3 Move, Sony is taking advantage of using You Tube to allow its target audiences to personally experience the fun associated with the use of PS3 Move (You Tube a). Aside from the use of video technology and superb musical background, the company is using You Tube to publicly announce and reveal how many people are supporting the marketing and sales of the new gaming console devices (You Tube c). By highlighting the gaming benefits associated with the use of PS3 Move is more than enough to convince gaming console enthusiasts to immediately upgrade their old gaming console. Today, people are very much pre-occupied with their work and other related daily activities. For this reason, the use of traditional marketing tools and techniques such as ‘direct marketing’ or ‘brand marketing’ are no longer considered as an effective communication tool between the company and consumers (Grayson, 2006). Because of the major changes in the effectiveness of marketing communication tools, Sony heavily promotes PS3 Move using web banner advertisement or printed advertisement in an exclusive electronic gadget magazines. Conclusion It is safe to conclude that Sony has successfully chosen the best marketing strategy for selling its PS3 Move. Considering that Sony has recently launched the PS3 Move, the company was able to successfully sold almost 2 million units back in August 2010. Given that the U.S. economy is still under recovery period, Sony has been focusing the selling of its PS3 Move in European countries. As part of Sony’s marketing strategy, the company is reaching out its target audiences by giving out free demo use of PS3 Move in supermarkets and mall centers in Europe. By allowing its target consumers to personally experience the benefit of using the said gaming console, it is easier for them to be able to convince its target buyers to purchase a unit of PS3 Move. There are many ways in Sony has tried communicating the product to its target audiences. Since PS3 Move as a gaming console requires digital viewing, the company concentrates on the use of social networking sites and you tube in order to visually present the benefits of using PS3 Move. Aside from donating US$10 to a cancer organization for every PS3 Move game sold, other marketing strategies include the use of a 40-ft truck which goes around town to introduce the product to store staff and the marketing tie-up with Coca-Cola. *** End *** References Farrell, Nick. 15 September 2010. Sony will not outspend Microsoft on Playstation Move marketing. 27 October 2010 . Ferro, Mike. 15 October 2010. PS3 Move sells nearly 2 million despite a soft launch. 27 October 2010 . Grayson, T. R. (2006). Reforming the Advertising Code. International Newspaper Marketing Association. Moss, Sebastian. 15 June 2010. PlayStation Prepares Massive Move Marketing Deal with Coca-Cola. 27 October 2010 . Newton, James. 9 September 2010. Sony Coughs Up £750,000 to Advertise Move in First Week. 27 October 2010 . —. 2 September 2010 b. Sony Expects Slow Move Sales at Launch, Word of Mouth Crucial. 27 October 2010 . "You Tube." 2010 b. Developers discuss PlayStation Move . 27 October 2010 . "You Tube." 2010 a. PSP3 Move. 27 October 2010 . "You Tube." 2010 c. PULSE presented by PlayStation®Network Special E3 Edition Part 1 . 27 October 2010 . Read More