Marketing Exec Summary

Executive Summary

Console gaming is currently experiencing a major shift in the industry. The market demographic of the industry is expanding, as video games become an accepted leisure activity. After extensive analysis of the industry, we have identified three major competitors: Nintendo, Sony, Microsoft. Current systems are at the end of their console life cycle, and consumers are ready for a new console launch. This console launch will determine a significant portion of manufacturers’ ability to compete over the next five years. Thus, we have created specific marketing recommendations for Sony PlayStation to adjust its positioning strategy to attain a greater market share.

We recommend that Sony PlayStation:

1. Rename the next model to PlayStation Experience to expand to a new segment.

2. Reposition the PS3 as highlighting all features to expanding to the casual gamers segment.

3. Implement an advertisement campaign underlining the features and lifestyle associated with the console as opposed to graphics and games.

4. Modify the marketing campaign expanding our market segment and promotions.

By recognizing that manufacturers can no longer target market segments that are saturated, we can shift to expanding into growing segments. Each gamer customizes their experience through the games they purchase, the content they download, and the features they use. The satisfaction of their experience corresponds to their brand loyalty to the console. The home gaming console has become a function for more than just games, and evolved to encompass the entire entertainment experience. Currently, Nintendo is the most prevalent threat to Sony with the planned launch of Wii U in November 2012. However, Microsoft’s Xbox 360 additionally poses a threat due to exclusive game offerings and a strong multimedia suite.

As such, Sony’s upcoming positioning strategy should be modified to: Sony PlayStation is the all-in-one entertainment console that offers premium,...