MAR KETI NG MANAGEMENT

PLAYSTATION
Subm i t t e d t o Mrs. Ani ta Sengar
 Objectives
1 Overvie w of P l ayst a ti on

2 S WO T Ana l ysis

3 S egm ent a ti on, Ta rget ing a nd

P ositi oni ng

4 Marke ti ng St rat egi e s

5 Marke ti ng Mi x

6 Conc lus i on
 Introduction
• Brand of vide o ga me product s. Include s 5 vi deo gam e conso les , 2
ha ndhel ds, a media cent re, a sma rt p hone , and an online se rvi ce .

• The orig inal PlaySt ati on console was re le ase d in Jap an in Dece mbe r
1994.

• The fi rst co nsole t o ship m ore t han 100 mi llion unit s in

le ss th an a de ca de.

• The m os t re ce nt PlaySt ati on consol e, t he PlaySt ati on 5 , was

re le ase d in 20 20

• A s of Ju ne 20 22, t he net work had a p p roxim ate ly 102 m illio n

m ont hly acti ve u ser s.
 SWOT Analysis
Strengths
• Exc l u s i v e c on t e n t- exclusive ga mes t h at can o n ly be pl aye d on t h e Pl ayStati o n
co n so le . Cust o mer s buy the ir co n so le s t o e n j oy excl usi ve g ame s.

• Ad va n c e d fe a t ures - Unique g aming expe ri e n ce . Eg. Pl aySt ati o n h as dual shock controlle rs
an d 4 k re sol uti o n that give g ame rs more e n j oyme nt a n d a b ett er expe rie nce.

• Be t t e r c us t om e r serv ice- Se rvice is ex t re mel y use r-f r ie n dl y. It h as a mo nthly pla n fo r

o n li n e ser vices which w ill provide g ame rs 5 g ame s pe r mo nt h a n d suppor t in the
ga me.

Weakness
• Hig he r g a m e pri ces - PlayStati o n game s h ave h i g h er pr ice s.

• Cu st om e r p re fe ren ce- Not ver y suit a ble for t h o se w h o do n ot li ke usi n g co ntrolle rs

to p lay t h e ga me . Ca nnot p rovid e key boa rd an d mou se suppo rt t o r ival PC ga ming.
 SWOT Analysis cont'd
Opportunity
• Virt ua l R e a l i t y - Platf or ms like Ste am h ave al re ady re le a se d VR devi ces. So ny shou ld pace up
the deve l op me nt of VR te chn olog y a ppli cati on s a n d l aun c h i t s ow n VR console, int ende d to
a ppe al t o V R enthusia sts.

• Ho m e e nt e rt a i nment - PlaySt ati o n c an be used as an e nt e r t ai n me nt pl atf orm as we ll.

Th ey can off e r Sony movie prime se rvi ces. Th is w il l off e r mo re ways of e nte rtaining
at h ome a n d re ach the aim of expan di n g t h ei r t arget c ust o me r s.

Threats
• Ri se o f c om p e t i t o r pl atfo rms an d su bs t i t u t i on s- Ot h e r pl atf orms a n d t h eir sa le s amo unt are
thre at s t o Pl ayStati on. PC has bett e r t e ch n o lo gy an d lowe r pri ce s of g ame s.

• Ch i p Sho rt a g e - The re is a g lo bal c h ipset sh ort age at pre se nt , a n d m ight la st ti ll

2 02 4 . Sony i s n ot ab le to rea ch de man ds due t o t h i s. PlaySt ati o n 5 h as f ace d
seve ral ma n uf a cturing issue s ever si n ce .
 Segmentation, Targeting and Positioning

3 Primary Geographic Segmentation

• Nort h Am e rican market
• Jap a nes e m arket
• Euro p ea n ma rket

Demographic segmentation
• The m arket is s plit int o m ale and fe mal e, ol der an d yo unge r g ame rs. Thi s he lp s t he
com p a ny's bus iness reac h a wider audi ence fo r e nt e rt ainm e nt .

Target Market
• The t arget market for Sony PlaySt ati on is m en b et we en th e age s of 17 and 4 0. A
mi nimum age of 1 7 is required t o p lay t he m ost p o p ula r PS3 ti t le s, wh ich are
clas sifi e d M.
 Marketing strategy

• Sony sp e nds a sign ifi cant porti on of i t s p rofi t s o n mar keti n g acti vi ti e s fo r
Pl ayStati on . It 's known for creati ng n ume rous cam p aig ns t hat he avil y p rom ot e i t s
p rodu ct s am ong gam ers .

Slogans
• “The Ulti mat e Jus t Got Power”
• “It Only Do es Everyt hing”
• “Move into t he Acti on”

Marketing Campaigns
• As p art of t hei r ma rketi ng push fo r
t he PlaySt ati on 5, Sony has t urned
som e of Lo ndon's m os t recogniza ble
Un dergrou nd st op s int o PlaySt ati o n
icons .
 Marketing strategy cont'd

Social Media Marketing

• Pl ayStati on has a fan ba se of m ore t han 3 5 milli on p eo p le .

• 29M followers on Inst agram, 28M o n Tw itt e r & 38M on Face boo k.

• It has it s ow n e-commerce platf o rm. It allows t he comp any t o p ro mot e it s p roduct s

& ga me s ins t ead of relying on t hird-p a rty vendo rs.

• Pl ayStati on en courages fans to p a rti cip at e in p olls a nd surveys t hat le ad to

p rom oti o ns and off ers .

SEO strategies
• PlaySt ati on ha s a bount eous 1.5
m illi on keywords on th eir p age.

• They ave ra ge a bout 46.3 m illi on o rgan ic

visi to rs p er m ont h.
 Marketing Mix of PlayStation

Product
• Current p ro duct widt h inc ludes PlayStati o n
5, PlaySt ati on 4 & PlaySt ati on 4 Pro.
• PS5 off e rs an SSD drive wit h f ast e r p e rfo rma nce, and 4K
re so luti on w it h 120f ps for seaml ess high- qualit y vid eo .

Price
• PlayStati o n be ing popular has t he advant age to p ri ce it s p rodu ct s for hi gh-e nd
cust o me rs an d charge a bit high er t han it s com p eti t o rs.

• In 2021, PS5 beca me avai lable glo bally at $500 for t he bas e e diti o n.

• PlayStati o n uses diff erenti al pri cing by ma ki ng cus to me rs p ay fo r i t s p ro duct s a s p e r

t hei r sp e nding powers.
 Marketing Mix cont'd

Place
• Pl ayStati on , be ing a Sony product , is s old a cros s t he world .

• It s p roduct s are sol d prim arily i n Sony st ore s, wh ich a lso s erve a s cus t om er
sup p ort and s ervi ce cent res.

• Pl ayStati on can a lso be p urchas ed f rom onli ne e - comm e rce p latf orm s like A mazon ,
eBay, Fl ip kart , et c.

Promotion
• Sony sp e nds a great s um of revenue on
p rom oti o nal acti vi ti es for it s brand
Pl ayStati on .

• PlaySt ati on was the t op gam ing brand s p e nder on T V

a dve rti sin g fo r 2020, accounti ng fo r ove r 40% of t he
i ndust ry’s t ot a l.
 Conclusion

• Playst ati on is t h e leadin g video gam in g co n so le .

• Wit h t h e sup erio r marketi n g st rat e gy of Playst ati o n , it man ages t o

com e int o t h e min d of a gamer wh en t h ey t h in k about video gamin g.

• Th ey h ave built a h uge fo llowin g an d posse ss exce lle nt d igit al

marketi n g skills t h at prove t o be an advant age fo r Sony.

• W it h SEO- opti m ise d st rat egie s, t h ey fi n d it easy t o t arget t h e ir

audien ce an d capt ure t h eir att e nti o n t owards t he ir bran d.
 Thank You
Subm i t t ed By:

Shel t on Ce phas Pra bhaka r

Pra nshu Mi shr a
Kum ar Maya nk
Ut ka rsh Ra i
Va run Se napat i