Submitted by: Submitted by sachin4iim
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Category: Business and Industry
Date Submitted: 09/03/2012 10:32 AM
SONY Computer
Entertainment Europe’s
Marketing Plan
Feb 27, 2004
-- Sachin Kumar Singh
Objective
§༊ SCEE needs to develop a marketing
strategy that is concerned with the EyeToy’s
appropriate development pipeline, future
EyeToy software development and releases,
and expanding the EyeToy market.
§༊ Strategy to advertise, price and bundle the
new products and allocate recourses to
EyeToy’s development.
Segmentation
Consumer Segmentation:
Male
(17-30 Yrs)
Children
(11-16 Yrs)
Family
(Women)
u༇ Most Dominant Segment in Gaming Industry.
u༇ Strong position of SCEE due to strength of PS2
console which targeted hardcore gamers.
u༇ Estimate till 2003, 70 % - SCEE, 30 % - Others
u༇ Entertainment as a value proposition.
u༇ EyeToy was successful in this segment.
u༇ Gaming for happiness in family.
u༇ Not much competition till now.
u༇ EyeToy was very well appreciated.
Segmentation
Video-Game Industry:
Hardware
u༇ Dominated by: Sony, Microsoft & Nintendo.
u༇ Limited Life cycles of product.
u༇ High barrier to entry and threat of substitutes.
u༇ SCEE – 30%, Microsoft – 15%, Nintendo – 15%
Software
u༇ Hardware manufacturers.
• Sony – 7%, Microsoft – 3%, Nintendo – 9%
u༇ Third-party developers.
• Electronic Arts – 19%, Activision – 7% etc.
Bundle
(H/S)
u༇ Improve sales with proper bundling strategy.
u༇ Sony is a market leader.
u༇ No entry for sole software developers.
Target Segmentation
Mass Market target strategy:
u༇ Male (17 – 30 Yrs):
• Dominant Segment existing.
• Better growth opportunities.
• Already established customer base.
• EyeToy has technological advancements which can attract this
segment by setting challenging hardcore gaming.
u༇ Children (11 – 16 Yrs) and Family
• EyeToy as an entertainment package is well liked in this segment
• No competition.
• Better growth opportunities.
Target Segmentation
Bundling strategy:
u༇ The EyeToy...