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Integrated Brand Promotion Plan

The PlayStation 4 for an Elderly Target Market

Kevin Sato
Chenson Chheu
Caitlin Chan
Joseph Bogenschutz
Cris Negrete
Sergi Monso

IBM 307.03
Professor Bryant
11/21/17

1. Describe your product or service in its competitive market.


The PlayStation 4, also known as the PS4, is a video game brand console developed and created
by Sony Interactive Entertainment that allow consumers to primarily play video games on their
console as well as provide other forms of entertainment. This console comes in with a 500 GB/1
TB hard drive for storage and as well as a DualShock controller to control and access your
applications (PS4 Console, 2017) The PS4 offers many services and features for many people to
enjoy. First, PlayStation 4 offers a variety of video games and exclusive PS4 games to choose
and to play from, like NBA 2K18 or the Last of Us. Aside from gaming, the PS4 and PlayStation
Network offers a wide range of streaming services and multimedia players, such as Spotify ,
Netflix, or YouTube for those who want to listen to music or watch a movie with the included
Blu-Ray system. In terms of product category, this brand competes in the gaming console
industry. Sony competes with with some notable competitors, such as Microsoft and Nintendo-
who have their own line of consoles and videogames as well. Like Sony, Microsoft, and
Nintendo, these gaming console companies usually develops, publishes, manufactures,
distributes, and sells electronic gaming devices, software, and accessories (Cunningham et al.,
2008, pg.6). These companies try to compete with one another by many ways, such as improved
hardware or exclusive games to certain consoles. Regardless of what console a consumer may
have, the gaming console market’s revenue will continue to increase due to many factors.
According to “Digital games market to see sales worth $100 billion this year: Research”, this
market will reach at least $132 billion by the end of this 2017 (Graham, 2017). This is not
limited to consoles, but PCs and mobile games as well. Although PCs and consoles do not
contribute as much as mobile games, Sony, Microsoft, and Nintendo are still important
contributors in the market share. Research author Lauren Foye stated that digital platforms such
as Xbox Live playing host to F2P (free-to-play) titles which are then monetized via in-game
purchases and add-ons (Graham, 2017). We will continue to see this trend in this market as
companies are starting to implement add-ons to the base game to gain extra profit.
2. Identify your target audience
Current Target Audience Kevin
Demographics:
Sony’s PlayStation 4 (PS4) is targeted toward predominantly males ages 18 to 45. The
most prominent game purchasers are males around the age of 35 (Rogowsky, 2014). Some
purchasers have families and buy the PS4 for their children. The average user income level is in
the middle to higher range (Totilo, 2009). The average users has an associates to graduate
degree. Playstation has a global presence with a majority of their users located in North America,
Europe, and Japan (VgChartz, n.d.). Sony does not target one specific ethnic background, but
instead targets anyone who considers themselves a gamer.
Psychographics:
Sony’s Playstation 4 (PS4) is targeted towards both serious gamers and casual gamers.
Serious gamers average 10+ hours gaming per week with gaming being their primary leisure
activity. Serious gamers usually have a history of playing a videogame console in the past.
Serious gamers play online with their friends and are active in their online communities. Serious
gamers do not mind spending money on expensive games or in game purchases. Serious gamers
value the consoles hardware (ex: graphics cards, processing power, features). Casual gamers
play games recreationally and spend less than 10 hours per week gaming. Casual gamers enjoy
challenges but not penalties of videogames. Casual gamers are busy with work/other hobbies and
are able to start/stop a game at any time (EuroFile Awards, n.d.). Casual gamers don't buy in
game purchases.
New Target Audience
Demographics:
Our new demographic is the retired, elderly American (over the age of 50). This is a
developing market because as mentioned in the product statement the PS4 is more than just a
gaming device. It can also be used for streaming and other forms of video entertainment. This
does not remove gaming from the equation as there are a multitude of video games that are not
thumb motion intensive. By properly using the developing Playstation VR, in coordination with
the right games Sony can run the campaign informing about the benefits to the mind of the
stimulus provided by using their product.
Psychographics:
New users of the PS4 would be elderly people, possibly retired, looking to improve or
maintain their older adult cognition. Elderly people or recently retired older individuals may also
have more time to try new things and commit to new hobbies. As mentioned above, the PS4 also
has capabilities to stream shows and movies, which the elderly may be able to take advantage of.
Learning and adapting to new technology can be difficult for some elderly people, so those with
great patience and attention spans, plus those who have great memory to learn new things may
benefit more from the use of a PS4. Those who are physically healthy with good eyesight and
hearing will be more likely to use the feature of the PS4. However, those looking to improve
memory and attention may also use the PS4 (Hill, 2016).

3. Collect your competitors’ advertising messages (2 primary competitors for proposed


target audience). Assemble a collection of photocopies of the print advertising as well as
examples of TV commercials, Internet ads for as many competing brands as you can find.
A maximum of three ads from each competitor is expected. If television advertising is used
in the category, you may be able to find some commercials from online sources such as
adcritic.com, adage.com, individual brand’s web sites, etc. Place all examples in the
appendices at the end of the paper.
Direct Competitors:
Nintendo: Kevin
1. Nintendo Switch Print Advertisement
2. Nintendo Print Advertisement “for men”
3. Nintendo Switch Super Bowl Ad
Microsoft Xbox:
1. Xbox Print Advertisement
2. Xbox One “Real” Billboard
3. Xbox Life is Short Commercial:
Indirect Competitors
Caitlin - Apple:
1. Apple TV: “The Future of Television.”
2. Apple TV: “Father Time”
3. Apple TV Colorful Billboard Campaign
4. Describe and evaluate the competitor's advertising messages. You must focus on
analyzing the following aspects: (a) message strategies, (b) appeals, (c) executional approaches
you see being used by the competing brands. For instance, (a) cognitive, (b) fear, and (c)
testimonial.
Direct Competitors
Nintendo: Kevin
Nintendo Switch Print Advertisement:
This Nintendo print ad uses a cognitive messaging strategy. The ad provides pieces of
information such as: “play at home”, “play anywhere”, and “play together” for the consumer to
process. This cognitive messaging strategy is a combination of a generic message and unique
selling proposition. The messaging strategy is generic because it promotes the products attributes
without a claim of superiority. This strategy works for Nintendo because they are one of the
market leaders in the gaming industry. The messaging strategy use a unique selling proposition
by stating the console can be made portable by putting it in a hand held mode. This Nintendo ad
uses a rational appeal. The information on the print ad has to be actively processed. This
provides a link to a stronger conviction about the Nintendo Switch’s benefits. This linkage will
hopefully lead to a purchase. This ad uses an informative executional approach because it is
presents the information in a straightforward manner.

Nintendo Print Advertisement “for men”


This Nintendo print ad uses an effective messaging strategy via emotional advertising. This
advertisement attempts to elicit emotions such as pleasure and romance to eventually lead the
consumer to product recall and choice. This advertisement uses a sex appeal to communicate
Nintendo’s message. Nintendo’s advertisement uses a sexuality approach of sexual
suggestiveness and partial nudity. The text “the second best thing to do in the dark” suggests
that other than sex, playing the Gameboy Advanced SP is the next best thing to do in the dark.
Nintendo uses partial nudity to hint at what “the first best thing to do in the dark is”. This ad uses
a fantasy executional approach because it is based on an irrational/make believe experience. The
fantasy executional approach combined with sex allows for easier recall.

Nintendo Switch Super Bowl Advertisement


Affective (Resonance and Emotional), Music, Demonstration
This Nintendo TV advertisement uses an effective messaging strategy via resonance and
emotional advertising. This Nintendo advertisement uses Imagine Dragon’s hit song “Believer”
to build resonance with the Nintendo brand. This advertisement also uses the emotions of
friendship and happiness to communicate through emotional advertising. These emotions can be
seen in the actors/actresses in the commercial. This Nintendo advertisement also uses a music
appeal to increase the recall and help this advertisment get stored in the viewer's long-term
memory. The song “Believer” helps the audience see/feel/experience the emotions of the
actors/actresses in the commercial. The song sounds very powerful and is timed well with the
movements/transitions making for a more dramatic commercial. This ad uses a demonstration
executional framework to communicate the message. The commercial showcases the product
being used while also showing its attributes. The demonstration executional framework
combined with music helps viewers see the product attributes and associate the features with
specific emotions.
Xbox:
For each of Xbox’s advertisements, each of them carry a different message strategy and
approach. For example, the Xbox game pass advertisement uses a cognitive message strategy to
inform consumers of the many games as well as exclusive games that you can play on your Xbox
console. This advertisement also uses both elements of generic/unique selling proposition,
because Xbox is informing consumers of the many great games you can play on your consoles
and you can test these game as well on your console to determine if a certain game is right for
you. For appeals, the Xbox game pass ad uses a rational appeal, because the ad is informing and
showcasing consumers that there are a variety of games and exclusive games that you can play
Xbox. For executional approach, this ad uses an informative approach. The game pass ad is
straightforward and provides insight on what types of games you can play on the Xbox console.
The next advertisement is the Xbox One “Real” billboard. This billboard uses a cognitive
strategy by making a hyperbole claim. The billboard is states “If it were any more real, it would
be real.” This is talking about how the Xbox One graphics looks real and feels immersive to the
consumers’ eyes, almost making it feel like you’re in the game itself. However, this cannot be
tested as both the PS4 and Xbox One share nearly identical graphics. The billboard uses an
emotional appeal towards their consumers. The billboard shows an ultra-realistic image from a
certain game to place consumers in a state of awe and amazement to show how real it feels to
play on the Xbox One. The executional approach that Xbox is using is the fantasy approach.
Using an image from a game, it makes viewers imagine the possibilities you’ll find yourself in
the different worlds that games have to offer.
Finally, the “Life is Short” commercial uses a conative strategy. This commercial encourages
viewers to play the Xbox as soon much as possible, because “life is short”. The video uses a
humor appeal, because it shows an unrealistic and exaggerated approach of a recently born baby
launching from his mother’s womb and flying through the air. As the baby fly through the air,
the baby ages until he turns into an elderly adult. The video ends when the elderly man lands in
his coffin. The video uses elements from both slice-of-life and fantasy. The video shows what
you can do when life is short by having consumers to play the Xbox. However, it also uses a
fantasy approach, because the video exaggerated features of aging to make the phrase “life is
short” more meaningful.
Indirect Competitors
Caitlin - Apple TV:
“The Future of Television” Commercial:
Apple takes an affective message strategy in the “The Future of Television” commercial,
as it elicits powerful emotions when movies and characters are flashed on screen. These current
and older movies are shown and may elicit memories from childhood or recent experiences. The
commands using Siri is also demonstrated in the ad, using a cognitive strategy, as it is
informative and shows how the TV works. The campaign slogan, “The Future of Television”
ends the commercial. This ad not only shows the consumer what the future of entertainment will
be like with the Apple TV, but also causes the viewer to be reminded of old movies and elicit a
positive emotional response. This commercial uses a musical and emotional appeal. The music is
upbeat and happy, hoping to elicit positive memories and emotions. The emotional appeal is
executed through the nostalgic feelings elicited by old movies. The executional approach used is
demonstrative, as mentioned before, Siri’s voice recognition is used to control the TV.
“The Father Time” Commercial:
The “Father Time” commercial also uses an affective strategy, as it invokes feelings or
emotions of nostalgia, as it shows Kobe Bryant watching old game film on the Apple TV with an
actor who is supposedly playing him in a movie. The commercial also showcases the Apple TV
commands in action. This could also show a cognitive strategy, as it presents the product
attributes and customer benefits of the TV. Again, “The Future of Television” ends the
commercial, showing what the future of TV will look like while allowing viewers to reminisce
on Kobe Bryant’s basketball career, hopefully eliciting positive feelings. This commercial uses a
humorous and emotional appeal. This humorous appeal is shown as the actor makes fun of Kobe
for being old. Humor here is done well and does not overpower the overall message. The
emotional appeal is shown when watching old Kobe film, evoking nostalgia. The executional
approach is demonstrative, as it shows Kobe commanding the TV with his voice. It demonstrates
how the TV commands work.
Colorful Billboard Campaign:
The colorful billboard ad also uses an affective strategy. It is simple, yet it catches the
viewer’s eye and will likely enhance recall of the Apple TV ad campaign as a whole. It may also
cause recall of the original Apple logo, which integrated the same rainbow colors. The rainbow
colors evoke feelings of happiness and positivity, which Apple hopes viewers will also associate
with the brand. This ad campaign uses an emotional appeal with it’s bright colors. The Apple
logo is iconic and highly recognizable. Many may associate Apple with emotions of reliability,
happiness, luxury, etc. The executional approach used is informative with the message “Apple
TV.” It is straightforward, yet advertises the product and helps with brand recognition.
5. Develop your own positioning strategy. Based on your analysis of your product / service
and its competitive market, as well as its competitors’ advertising strategies, identify a strong
positioning strategy for your brand, and justify it. Please provide a perceptual map and place it
in the appendices.
Our Positioning Strategy: Sony’s PlayStation 4 offers elders a fun, healthy, and easier to operate
user experience when compared to any of our competitors, such as Microsoft and Nintendo. We
do this by offering easy-to-play games, setting low price or match price with our consoles and
games, and as well as providing the best service/setup by our dedicated technician team to help
with your PS4 needs.
6. Caitlin: Develop a message strategy to support your positioning. Propose a range of
possible message strategies (3 selections), appeals (3 selections), and executional approaches (3
selections) that you might use to sell the brand you've chosen. Lastly, propose the best
combination (one message strategy, one appeal, and one executional approach) that will most
likely attract your new audience and defend why this combination is the best.
1) Affective, Emotional, Storytelling
Using an affective strategy would attempt to elicit powerful emotions that lead to product recall.
It would also involved using an emotional approach, to “pull at heartstrings” of consumers. A
commercial ad that shows an elderly grandfather receiving a PS4 for Christmas from his
grandchildren would be used. It could also show the grandchildren playing the new gift and
bonding alongside their grandfather. It is to be shown around the holidays and have a strong
presence of family and the holiday season to provoke an emotional response from the consumer.
This would work similarly to car commercials around the holidays, where a husband/wife is
gifted a luxurious car with snow falling on Christmas morning and ending in surprise,
excitement, and appreciation from the receiver. It would tell a story in a short ad time to elicit
emotional response from family members to get for their elderly relatives.
2) Cognitive, rational, testimonials/demonstrations
This strategy would use testimonials and focus groups of elderly users claiming how much easier
the game console is to use then they thought, as well as health benefits of the console. These
commercial ads would use real people, similar to the Chevy ads, presenting the benefits and
product attributes of the PS4. Elderly people demonstrating the use of the PS4 on a morning
news station segment, while also sharing about their personal experience about the game, can
also be used to share the benefits and easy use of the console. The presentation of the product
attributes and customer benefits through a generic cognitive approach commercial or news
segments will have an impact on a person’s beliefs and knowledge structures that leads to
purchase. Through a rational appeal of informing and demonstrating, consumers will actively
process the information and go through the hierarchy of effects model.
3) Conative, Fear, Slice of life
Using a conative message strategy is action-inducing and using a fear appeal will show a dark,
almost scary picture of what it could be for elderly who don’t take care of their mental/physical
health. An ad that uses a slice of life approach by showing this problem and then a solution, like
buying a PS4 to take care of one’s mental and physical health will cause them to act & purchase.
This commercial ad would show a lonely, inactive elderly person sitting on a couch with a dark
mood and ending with the elderly person receiving and playing with a new PS4 game console.
This commercial may cause fear for elderly people and even those with elderly family members.
This fear would elicit behavior and create situations in which cognitive knowledge of the product
may come later (impluse buy).
The best combination of strategies would be number two with a cognitive message strategy,
rational appeal, and using testimonials/demonstrations as an executional strategy. With a
technologically newer product like a game console, elderly people will benefit the most from a
demonstration of how the product works, plus testimonials from other elderly people sharing the
health benefits of using the PS4. For some elderly people, it may be hard to envision how a
gaming console can present benefits for their age group, but visualizing the game console in
action being used by relatable people, like themselves, can be a persuasive selling point. The first
combination of strategies may work the strongest around the holiday season but even then the
message can get lost in the overpowering emotional appeal. The third appeal may be insensitive
towards the elderly target market if done poorly. Overall, the second combination of strategies
showing the benefits and demonstrating how the console works will be the most effective.
7. Produce 3 examples of executions (e.g., print ads and commercials) in line with your
message strategy. Visuals and explanations of the ads should be provided.
1. Magazine/Newspaper “Market heavily in newspapers and magazines, that are popular with
elderly demographic. Additional incentive or a discount for AARP members plus a story
published talking about health benefits. (ie AARP magazine/newsletter)”
2. Television: Market using traditional media such as televised commercials. Television
viewership is still considered as a most viewed medium among elders, so we can implement a
commercial demonstrating how the product is used and explain the positive benefits of playing
the PS4.
3. Radio: Market using radio that is also popular among the elderly demographic. We can create
a preemptive/unique selling proposition strategy and implement a commercial talking about how
the PS4 is a better system to play than the Xbox One or the Nintendo Switch by highlighting the
key features and services of the PS4.

1. The which would you chose campaign is a newspaper and magazine campaign that can also be

run on Facebook or as a banner ad on email services such as Yahoo. The main objective is to
show of the design of the PlayStation 4 home screen in comparison to the competition. This

encourages potential customers to chose the PlayStation over the competition because of the

clean and easy to use home screen. This can be taken a step further as we can enable clicks on

the PlayStation side to direct to our home page where people can learn more about the PS4.

In collaboration with AARP we would offer a discount to members as well as use their reach in
order to help promote the information on the benefits of playing video games to the elderly. This
would give us a great platform to then convince potential customers to buy our product over the
competition
2. Video Ad:
Video shows a grandparent talking on the phone to his grandkid.
Grandkid then says I will talk to you later grandpa/ma.
Cut to Grandparent watching T.V. sad music plays to increase feeling of being alone.
Notification pops up grandkid online enter group chat with Grandparent
“Hay, Grandpa/ma, want to watch a the new episode of Game of Thrones
smile
“You know it”
Pan out with grandparent & grandkid talking and watching show and Game of Thrones theme
music
This ad could be adjusted by switching what the two are doing, I.E. let’s play a game or
whatever the thing may be. This ad attempts to encourage elderly to buy as it will bring a shared
activity that will bring engagement between them and their family, more specifically the younger
generation of their family.
3. Radio Ad
At Best Buy or any electronic store
Elder friend #1 sees elder friend #2
Elder friend #1 (John): *carrying a PS4* Hey, Fred! It’s been awhile since I last saw you! What
are you buying there?
Elder friend #2 (Fred): Hey, John it’s good to see you, too! Is that a PS4 in your hands?
John: This thing? Yeah it’s a PS4 You should get one as well.
Fred: Really? Why?
John: proceeds to explain the key features and benefits of the PS4 ex./ graphics, specs, exclusive
games etc.
Fred: Wow, that sound like fun! I’ll buy one right now! *buys PS4*
Both men sound like as children now.
Young John: C’mon, Fred! Let’s play!
Young Fred: Ok!
END
This radio ad not only talks about the specific benefits or attributes of the PS4, such as exclusive
games or better hardware, but it stands out why this is the game console for elders specifically.
Towards the end, the children’s voice suggests that elders will have a fun experience with their
PS4 and their friends as if they were children again.
8. Develop a media plan to support your advertising strategy. This proposed plan should
include your recommendations concerning targeting, reach, and frequency for the creative
approach you select. Identify a selection of the kinds of specific media vehicles that would be
most appropriate, and provide a media schedule. Please be sure to state the traditional to non-
traditional promotions choices and justify them. A minimum of one alternative media selection
(see chapter 7) is required.
The primary states for our marketing focus will be California, Florida, and New York.
These states will be targeted through the use of regional media such as newspapers and local
television stations with large market share and views with the elderly demographic (this would
primarily be the 6-7pm news). This regional approach will also include the use of digital
marketing in association with the news networks in the area as well. The use of regional
advertising allows us to keep our budget in check while also having a more personalized
approach in our campaigns.
We will also run national campaigns through the use of major news networks such as Fox,
MSNBC, and CNN. This will allow us to get a good diversification and increase the frequency of
potential views by the target market. Included in this national strategy is partnerships and
sponsorships with major national companies. These include AARP, who we will partner with to
offer a discount to AARP members in exchange for endorsement in their newsletter as well as
digital space. Other entities include game shows such as Wheel of Fortune and Jeopardy, who we
will partner with to get air time to run informative ads that bring the target market into the
market.
Next we have pure digital campaigns which would be through facebook almost exclusively.
There is little to no need for an Instagram or Twitter campaign as ages 65-80 don't use these
social media platforms. There is however a high usage of Facebook within this group. With
sponsored stories and articles talking about the benefits and we staffed digital sales team when
can generate a lot of sales through this media. The sales team will be trained and available
through, email, phone, and chat messaging.
Finally we will also employ the use of experiential marketing. In coordination with Jimmy
Buffett's new retirement homes, Margaritaville, we will hold an event in which potential
customers can show up and play with a PS4 and see how they like it we will have the VR
components as well as sales members who can show all of the benefits of the product.
Another campaign will be a free trial where elderlies can sign up for a free trial of a PS4 in their
house. We will offer free anytime troubleshooting and assistance as well as free installation, even
though there isn't really anything to install. The trial period will run for period of 2-3 weeks and
at the end they will be given the opportunity to purchase the PS4.
9. Budget Plan (min $2 million)
10. Works Cited Page - Part 1-Paper
Works Cited

Brueck, H. (2015, December 8). Why Some Video Games Are Good For Your Brain. Retrieved
October 17, 2017, from http://fortune.com/2015/12/08/video-games-brain/

Calimlim, A. (2015, November 24). This is not a test: Apple TV ad campaign goes big with
colorful billboards. Retrieved November 10, 2017, from
https://appadvice.com/appnn/2015/11/this-is-not-a-test-apple-tv-ad-campaign-goes-big-with-
colorful-billboards

Cunningham, A., Langlotz, H., Rhode, M., & Whaley, C. (2008). Video Games Industry
Overview: An Analysis of the Current Market and Future Growth Trends . Retrieved October 15,
2017, from http://holgerlanglotz.de/downloads/BU4510_VideoGamesIndustry_LanglotzEtAl.pdf

EuroFile Awards. (n.d.). Retrieved from http://www.euro-


effie.com/transfert/Euro_Effies/2015/SONY.pdf

Graham, L. (2017, February 15). Digital games market to see sales worth $100 billion this year:
Research. Retrieved October 15, 2017, from https://www.cnbc.com/2017/02/15/digital-games-
market-to-see-sales-worth-100-billion-this-year-research.html

Hill, T. (2016, January 13). Gaming on the Rise Among Seniors | Big Fish Blog. Retrieved
October 17, 2017, from http://www.bigfishgames.com/blog/gaming-among-seniors-is-on-the-
rise-around-the-world/
PS4 Console – PlayStation 4 Console | PS4™ Features, Games & Videos. (n.d.). Retrieved
October 15, 2017, from https://www.playstation.com/en-us/explore/ps4/

Rogowsky, M. (2014, August 21). Forbes. Retrieved from


https://www.forbes.com/sites/markrogowsky/2014/08/21/dear-sony-heres-why-so-many-people-
are-buying-the-ps4/#50a44fba5c2d

Totilo, S. (2009, September 1). Kotaku. Retrieved from https://kotaku.com/5350396/playstation-


networks-typical-user-is-28-male-educated-moneyed

VgChartz. (n.d.). Retrieved from http://www.vgchartz.com/analysis/platform_totals/

11. Works Cited Page - Part 2 – Budget


*see spreadsheet under #9*

12. Appendices

3. Competitors’ Advertising Messages

Direct Competitors:
Nintendo:
Nintendo Switch Print Advertisement

Nintendo Print Advertisement “for men”


Nintendo Switch Super Bowl Ad: https://www.youtube.com/watch?v=CdWd8fUC71g

Microsoft Xbox:
Xbox Print Advertisement

Xbox One “Real” Billboard


Xbox Life is Short Commercial:
https://www.youtube.com/watch?v=t6zgQH3tUKk

Indirect Competitors
Apple:

Apple TV: “The Future of Television.”


https://www.youtube.com/watch?v=HIeJ8aglZZQ

Apple TV: “Father Time”


https://www.youtube.com/watch?v=gXrDAA9vj0M

Apple TV Colorful Billboard Campaign:


5. Perpetual Map

PlaySta
tion 4

Price

Nintend
o
Ease of Use

XBox
One