6B3401 PlayStation 3 - Marketing Plan (Daniel Ling and Patrick Wild)

6B3401 PlayStation 3 - Marketing Plan (Daniel Ling and Patrick Wild)

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Unformatted text preview: Kungliga Tekniska Hgskolan Carl-Axel Engdahl Semester 2006/2007 Period 3 Marketing Management IT (6B3401) Marketing Plan Sony PlayStation 3 Authors: Daniel Ling Person-Nr.: 820610-0292 Sandhamnsgatan 10, 115 40 Stockholm Patrick Wild Person-Nr.: 811226-A758 Vasagatan 9 - 233, 17267 Sundbyberg Delivery: 27.02.2007 Executive Summary The video game console market is a fast growing market. Sonys PlayStation 3 competes together with Nintendos Wii and Microsofts Xbox 360 for the market leader position. Compared with these competitors, Sonys PS3 includes the newest technologies and provides the highest variety of functionalities. Therefore, Sonys strategy is to target customers who focus on high technologies and multimedia-entertainment. However, this involves that the PS3 competes not only with console manufacturers, but also with other multimedia producers such as PC manufacturers. Due to the fact, that the Sonys PS3 will be quite expensive, the console will be available in a premium edition and in a cheaper basic edition. Considering the distribution of its PS3 games, Sony tries to change its traditional supply chain by providing an Internet platform, where users can download games. This results in saving costs and a faster distribution. Furthermore, the most important marketing tool is the Internet for promoting the PlayStation 3. Blogs, MySpace, YouTube and other kind of websites enable an area-wide promotion of the game console and especially, it is done by consumers. Another important tool is the official website, which offers among others information about the console and about available games. Additionally, Sony promotes its PlayStation 3 together with a meaningful slogan, which differs between Europe (This is living) and U.S. (Play Beyond). Finally, Sonys financing objectives are to sell 15 million exemplars in the first-year and to achieve total sales revenue of $8.25 billion. Its marketing goals are to sell more than 100 million exemplars in the long-run and to become the market leader. Table of Contents Executive Summary ................................................................................................................. 1 1 Situation Analysis...
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This note was uploaded on 10/31/2010 for the course BUSA 0000 taught by Professor Stovell during the Spring '10 term at Georgia Southwestern.

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6B3401 PlayStation 3 - Marketing Plan (Daniel Ling and Patrick Wild)

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