PlayStation 4

Marketing Plan
Presentation
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
Our goal, rather than 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

History of the PlayStation
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
Nintendos 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
PlayStation 1 PlayStation 4
SWOT Analysis
Strengths
Brand Recognition
Leader in game consoles
Listens to customers
Quality product design
Opportunities
Can combine products into
all in one
Continue to gain casual Companies lowering prices
gamers
Weaknesses
High prices
Innovation has slowed
PlayStation is main product
Threats
High competitions
Tech startups
Security breaches
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)
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
Nintendos slowest selling console ever
Focus on bringing back older titles
Nintendo Network
Core Competencies and Advantages
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
Segmentation
Primary Segment name: Serious Gamer Secondary Segment name: Casual Gamer

Benefits Sought 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
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
3 Circles Analysis

Customers Needs
Company Offerings Multimedia Features
Diverse Game Library Play well-made games
Appeal to a Specific Market Online Social Experience
Sell their experience
Customer Value
High Quality Graphics
Multimedia Features
Family Entertainment
Fast Processing Power

Competitors Offerings
Nintendo games are backwards
compatible
Microsoft has their brand strength
Marketing Goals
1. Be the 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
Marketing Objectives
1. Beta test 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
Marketing Implementation
Three different stages
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
Positioning
For gamers who 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
Evaluation & Control
Net Promoter Score
Market Share
Sales Growth
Questions & Comments