Decision Sheet : Sony EyeToy

Marketing Objective
To develop a suitable positioning strategy for EyeToy and sustain its initial success

Current Issues
 The sales of EyeToy Groove were not as good as expected. It could only sell 100,000
copies.
 The company must demonstrate that there is a large market for EyeToy products.
 The company must show that the success of EyeToy Play was not a fad.
 The company is also facing issues regarding the development of compelling products
which as also cost-effective
 The company must decide whether the current EyeToy pipeline is being designed
and managed properly or not
 It must also decide about the advertising, pricing and bundling of the new products

Segmentation & Targeting

EyeToy has been widely accepted as a product that catered to all age groups. It was not only
liked by hardcore gamers but also by girlfriends, wives, children and other adults. It
appealed to even non-gamers because it was easy and fun to play.

Positioning
 The EyeToy must be positioned as a product catering to all demographics without
any emphasis on only gamers. It was seen during the launch that not only gamers,
but other people like wives, girlfriends and children were highly interested in the
gameplay
 Sony must offer the EyeToy camera as a separate product as well instead of just
bundling it with ‘Play’
 Sony must adopt aggressive marketing strategy, showcasing EyeToy as the next
generation of gaming. It should also focus on the ease of gameplay as that’s the main
reason why non-gamers, families, and females started playing with EyeToy.
 The focus on the EyeToy project must be toned down from four projects to two
projects, both targeting different demographics. One should be aimed at regular
gamers, and other should be a family based game that non-gamers can enjoy.
 Subsequent titles should not be bundled with the EyeToy camera, as it is expected
that many customers would already be having the camera as it was bundled with
‘Play’.

Section B | Atul Kumar Singh