Marketing Communications Plan - Essay Example

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This report presents a detailed discussion on how Sony has been able to identify and use key elements of the marketing mix to build and maintain its market position in the fiercely competitive world of video games consoles. The market is basically an oligopoly dominated by its three main players - Sony's PlayStation, Nintendo's Wii and Microsoft's Xbox 360.
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Marketing Communications Plan
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Download file to see previous pages Sony Corporation is the electronics business unit that is responsible for the production and marketing of its video games consoles including the Sony PlayStation. The history of the PlayStation began in 1988 when Sony and Nintendo worked together on a product called the Super Disc. However, Sony and Nintendo parted company and the Super Disc was never launched by Nintendo. In 1991, Sony modified the Super Disk as part of its development of the first Sony PlayStation.
Sony launched the long awaited PlayStation 3 in the USA in 2006 just two days before the launch of the Wii from Nintendo. These two new consoles proved to be immensely popular and most retail shops sold out of both within days. Soon afterwards both of the consoles appeared for resale in large numbers on the auction website eBay. The asking prices for some of these resale consoles were up to five times the original retail price.
Microsoft's Xbox 360 console had a one-year lead in the market and enjoyed buoyant sales as a result. Nintendo's Wii positioned itself away from its main two competitors through the deployment of its ground-breaking motion-sensing controller (Cheng J, Mark Freeman-Aloiau M, Xin Guo, Pullen A. 2007)
In 2In 2009, the PlayStation 3, helped by a $100 price cut, has outsold Nintendo's Wii console for the first time. Sales of the PlayStation 3 more than doubled to 491,800, while those of the Wii fell 33% to 462,800 (Satariano, A. 2009). The PlayStation 3 is expected to give a further boost to Sony's earnings in time for Christmas this year when the latest version of the blockbuster role-playing game for the PlayStation, 'Final Fantasy', is launched in December (iStockAnalyst, 2009).
2.0 Marketing Strategy
2.1 Positioning Strategy
Sony uses the newest and greatest technology to appeal to their customers. The people who are most interested in staying up-to-date with the newest technology are usually men of the ages 15-30. To reach that market, they make games that are attractive to men of those ages; these games tend to be the shooters and high action games such as Kill Zone and God of War. However, they do make games for younger children; these games have a more adventure based game play such as Jak and Daxter and Crash Bandicoot.
Beyond gaming, Sony also hopes to reach movie buffs with their high-definition movie playback thanks to Blu-ray technology. Blu-ray offers the latest advancement in movie entertainment experience. The detail of these movies is so good that you can literally see individual pores on people's faces. As you might expect, this means detail on everything is very high and movie buffs love this.
2.2 Product Strategy
The PS3 offers the most advanced visuals and audio of any other game console and most computers. Hardcore gamers want their games to be more visually pleasing, and that is exactly what Sony has given them. They have changed very little about control setup except they have added some motion sensitivity (after they saw Nintendo unveil this feature in the Wii); this means that people who have played PS1 and/or PS2 won't have to learn how to hold and use the controller all over again. Also, there are a lot of classic games available for download via the Playstation Network (for a ...Download file to see next pagesRead More
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