Essay On Playstation

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PlayStation

A brief overview of the brand

Sony Computer Entertainment introduced the PlayStation brand on December 3rd 1994, when the first console was launched in Japan. As of January 2014, the brand consists of the four home consoles (PlayStation, PlayStation 2, PlayStation 3 and PlayStation 4), a gaming magazine, an online network (used with PS3 and PS4) and two handheld consoles - the PlayStation Portable and PlayStation Vita. The concept of the PlayStation was born after a failed venture between Nintendo and Sony to create a games console that used optical disc technology. After Nintendo pulled the plug on the project, Sony went forth and created the PlayStation.

Key competitors of the identified brand
PlayStation’s main competitors over the past 20 years have been Microsoft and Nintendo, however, initially there were others too. PlayStation’s first release in 1994 was a part of the fifth-generation era, where home consoles began to display 3D graphics. The three main consoles on the market in this era were the Sega Saturn, Nintendo 64 and the first PlayStation console. Before the first PlayStation was released, Nintendo and Sega (as well as Atari) were the primary competitors in the video game console market at the end of the eighties to the beginning of the nineties. The Sega Megadrive (1988) and Super Nintendo Entertainment System (1991) were wildly popular - the Megadrive sold 20 million units and the SNES sold 49 million units worldwide. The next generation of consoles released by both Sega and Nintendo were far less successful than their predecessors. Both Sega and Sony used optical disc technology - however the Saturn was criticised for being harder to develop for, and third-party developers chose to produce for th...

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Place -The product is in gaming stores such as Game, entertainment stores such as HMV, online retailers such as Amazon, department stores such as John Lewis

Segmentation , targeting and positioning (STP)
The largest consumer group is 15-30 year olds, and is split into three groups - teens, young adults (university students) and adults. The main way to connect with teens is through television and social media, and they demand product style and performance. A lot of young adults are university students and are often faced with debt due to tuition fees, so they seek high quality products with the lowest price. The primary way to communicate with this demographic is once again through social media. Finally, adults are looking to enhance their home entertainment systems. Billboards, printed advertisements and television are all ways to connect with this demographic.

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