Sony Marketing

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Company Profile

Sony is a company that was first started in Japan on the 7th May 1946 by Masaru Ibuka and Akio Morita (wiki, 2012). Today, they are a company that is famous worldwide for their electronics, semi-conductors, video games, broadcasting, cable, telecommunication and digital distribution. The PS2, the predecessor to the PS3, is the highest selling console with over 150million copies (wiki, 2012). The PS3 is the 7th generation console along with Wii and Xbox360.

Company Vision

Sony’s vision is “To create exciting new digital entertainment experiences for consumers by bringing together cutting-edge products with latest generation content and services” (sony-europe, 2012)

Company Mission

“Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products.” (sony-europe, 2012)

Target Consumers

PlayStation 3 is a gaming console developed from Sony. It is suitable for children as young as 3 years old, to adults as old as 70 years old (wiki, 2012). PS3 was the first to use Cell Broadband Engine, an advanced microprocessor that allows PS3 system to work at incredibly fast speeds(wiki, 2012). They target on people who are into gaming and prefer better graphic and not leaving out family who loves playing games together. As PS3 is the only console with a built in High Definition Blu-ray disc player, family do buy it to watch Blu-ray disc movies instead of a standard DVD player. They also use PS3 to surf the Internet, viewing photos, audios and video files (wiki, 2012).

Segmentations

Geographic Segmentation

PS3 is well known in these countries. (Refer to Annex A) They are actually available almost everywhere in the malls throughout the world. Some of PS3 games are only sold in certain counties. Games like Mass Effect, was banned in Singapore because of a lesbian scene. (AFP, 2007)

Demographic Segmentation

PS3 has different types of games so, it will not only attract young kids, they will also attract people of different ages and genders, as PlayStation3 has Blu-ray disc player whereby family can use it to watch DVDs. Young adults, teenagers and children can use it for games. It also has plenty of attractive features like photo and video viewing. There is also WIFI for people to surf the net. Sony is trying to portray the PS3 as a family friendly console to the market.

Psychographic Segmentation

PS3 was made to modernize people’s lifestyle. PS3 is the only gaming console that has a built-in Blu-Ray disc drive which families can use it to watch high definition disc. Due to the fact that people are addicted to the usage of the internet, PS3 created an Internet access function. They also have digital, video viewing function.

Behavior Segmentations

PS3 consumers demand for speed performance. PS3 introduced CellBroadband Engine, an advanced processor that allows PS3 system to work at incredibly fast speeds for the best possible gaming and viewing experience (Behavioral segmentation is used by marketers who wish to market to a particular type of buyer. This type of buyer is segmented by their knowledge of particular products, their uses of products, and their responses to certain products. This practice in marketing has proven valuable for many marketers as they find more about the customer needs other than just customer potential.

Product Comparison

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