Playstation Marketing Mix & Environment &Target

Topics: Video game console, Sony Computer Entertainment, Marketing Pages: 3 (721 words) Published: October 10, 2012

The PlayStation brand is a series of video game consoles created and developed by Sony Computer Entertainment. PlayStation was the idea of Ken Kutaragi, who known as “The father of the PlayStation", a Sony executive who had just come out of his hardware engineering division at that time. The console's origins date back to 1986 where it was originally a joint project between Nintendo and Sony to create a CD-ROM for the Super Nintendo. The PlayStation made its debut at the Consumer Electronics Show in June 1991 when Sony revealed its console, a Super Famicom/SNES with a built-in CD-ROM drive. However, a day after the announcement, Nintendo announced that it would be breaking its partnership with Sony. The deal was broken by Nintendo after they were unable to come to an agreement on how revenue would be split between the two companies. The breaking of the partnership infuriated Sony President Norio Ohga, who responded by appointing Kutaragi with the responsibility of developing of the PlayStation project to rival Nintendo. The original PlayStation released in December 1994 was the first of the ubiquitous PlayStation series of console and hand-held game devices.

Target Market
They targeted at fans of video games and teenager or audience starting at 17+ and the focus is more on the male. Of course the games themselves have limits on who can play them, depending on the "content rating" on the game's cover. Sony developed the PlayStation with the intention of hitting a wider, especially the older generation of gaming enthusiasts.

Marketing Mix
* Product:
"A successful marketing efforts result in product that become a part of everyday life", and that what Sony reached by offers games of all genres to match customers gaming preference. With its product PlayStation they have succeeded in satisfying the customers' wishes by developing it among the time as requirements of the customers and their needs.

* Distribution...
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