PlayStation Marketing Mix

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Marketing Mix of PlayStation analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of PlayStation.

Let us start the PlayStation Marketing Mix:

Product:

PlayStation primarily manufactures home consoles for Video games. Its product width includes PlayStation 4, PlayStation 4 Pro, PlayStation 3, PlayStation Vita, PlayStation App and accessories. All these are the product offerings in the marketing mix of PlayStation. PlayStation 4 comes with 30% slimmer and 16% lighter than the previous variants. It comes with excellent HDR visuals. Video storage capabilities of 500GB or 1TB. PlayStation 4 Pro is the newest version of PlayStation line of products. PlayStation 4 Pro boasts of having graphics of 4K level; which is not provided by any other consoles. It provides a great gaming experience with powerful console and faster frame rates. PlayStation 3 provides HD and 3D graphics and its made as a family entertainment console type. Being slim and light PlayStation 3 is a handy one. PlayStation Vita is a smaller version of the consoles. As a hand-held terminal, it helps users by being highly portable and transferrable. Stunning graphics and powerful battery backup makes PS Vita as a highly-coveted product for gamers who are always on the move. PlayStation PS App helps users maintain their accounts and receive support and updates related to various games. It also helps gamers manage multiplayer settings.


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Price:

PlayStation offers a premium price but is also dependent upon its competition. The Interactive Video Gaming industry is highly competitive with three dominant players Sony, Microsoft and Nintendo. In such a case, there are many criteria which affects and finally decides the price of the products such as processor, graphics, acoustics, controllers and power. PlayStation being the dominant force is able to price its products for the high-end customers and pricing a bit higher than its competitors. The PlayStation 4 costs approximately ₹32000. For PlayStation 3 the price of the total package hovers around ₹15000. Also the price of games varies from time to time. By using the concept of differential pricing strategy, PlayStation is able to maximize its profits by making customers pay for its products as per their spending capabilities. This gives an insight in the pricing plans in its marketing mix.


Place:

PlayStation, being a Sony product, is available across the world. Its products are sold primarily in the Sony stores which are the brick and mortar ones, which also serves as customer support and service centres. These stores also host other Sony products in line with PlayStation brand. PlayStation can also be purchased from online ecommerce platforms. In collaboration with the best ecommerce platforms, PlayStation products are sold in amazon.com, ebay.com, flipkart.com and shopclues.com. But since the discount range of online stores and Sony stores do not vary to a great extent. Therefore, customers generally tend to purchase the PlayStations from Sony stores. The retail electronics shops also give place to Sony products specially the PlayStations. Large retail chains like Reliance, Chroma and Home shop provides shelf space to PlayStations.


Promotion:

PlayStation from Sony spends a huge sum of revenues for promotional activities for its brand PlayStation. PlayStation is famous for coming up with several campaigns, which promote their products among gamers to a great extent. PlayStation uses aggressive promotion as a part of its marketing mix. A few of the famous slogans which have been used by Sony include, “eNoS Lives”, “The Ultimate Just Got Power”, “It only does everything”, “The Game Is Just the Start. Start PS3.”, “Move into the action”. PlayStation also features its upcoming products and games in many exhibitions across the globe. The Electronic Entertainment Expo, which is the largest gathering of gaming event also hosts PlayStation products every year. Such events help Sony feature and advertise their products to the larger crowd and focus their products to the prospective buyers, i.e. gamers. Television advertisements is also widely used for the promotion of PlayStation. Hence, this concludes the PlayStation marketing mix.


About PlayStation:

PlayStation is a gaming brand consists of gaming consoles, media platform and controllers. It is a subsidiary of Sony Interactive Entertainment one of the largest video games company in the world. It was originally launched in the year 1988 jointly by Nintendo and Sony. But after Sony created a subsidiary for the interactive entertainment industry, it was solely owned by Sony since the year 1995. It is headquartered at Tokyo in Japan. Its products are sold across the globe. PlayStation’s major competitors include Nintendo and Microsoft’s XBOX. With approximately 52% of the market share, PlayStation is the market leader in the Interactive Entertainment Video Games Industry. With annual revenue of ¥8105712 Million PlayStation is financially healthy company with sales growing over the years.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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