Sony Analysis Marketing

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The experimental strategy that the company has implemented is beneficial in a way that they would love to enlighten the experience of the consumer through fresh product integration.” The disadvantages of this strategy is that the main motive for people going to an action sports event for example, is to experience the event only and might not be interested in seeing technological companies promote themselves. The strategy might also cost Sony a lot of money to partner with these events.

Even though the PlayStation Portable was a revolutionary device, Silvester (2015) stated that it “drew inspiration from previous devices”. The idea and vision of the handheld devices started back in late 1979 when Microvision, a company started by Milton Bradley, introduced the world to its first ever gaming device for $49.99. Fast forward to March the 24th, the PlayStation portable 1000 was released and was priced at $249.99. At the time, Sony’s main competitors, Nintendo Ds sold their device for $149.99, which is a whole lot cheaper but Sony justified the up-scale price by what the console offered gamers. The PlayStation portable introduced the universal media disk feature which gave users a high quality gaming experience while Park(2005) stated that, the system plays its own proprietary cartridges.

One of Sony’s previous projects right before the PlayStation was the legendary PlayStation 2, which was regarded as a success in the gaming world through its introduction in 2000. The product is prime example of how it assisted the technological empire in the past because of an interesting initiative that Sony created. In a report conducted in the year 2000 by the Sony corporation(2000) the mega corporation elaborates on the way the company introduced Sony style stating that, “ It established the initiative to structure a marketing and sales force in Japan for their products and other related services”. The point of the website was to offer customer preferences that can be accessed through cell phones and computers.

Section 3

2.2) The power of relocating a product into a different environment can play a vita role in the success and marketing of a product or service therefore, If sony decided to market the Playstation portable somewhere else, certain factors may be affected. The marketing strategy for the advert was based for consumers in Europe so for instances, if the product was marketed in South- America, the ad would have to be reproached.

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The advert was directed to the European market by promoting ‘Play outside day’, which is an initiative to encourage children from different countries to go play outside.

- The language that the ad is in should also be reconsidered.

- Environmental factors that are in the ad will have to differ.

The key segmentation points used in the ad that will change will be:

The holiday incorporated in the ad must change to accommodate the different geographic area.

If the ad had to be placed somewhere in South-America, the language of the ad will have to change.

The environment where the ad was produced will have to change, in order to accommodate the different geographical location.

Through changing these key segment’s, the different geographical location can relate to the advert, which will boost the marketing structure of the organisation.

Section 4

2.4) buyer behaviour habits

The advert utilised the fact that customers are easily drawn to products that look attractive, satisfy their general needs and are marketed by a popular organisation. Every customer has a certain way that they buy a product, which is related to the key elements that Perreau(2015) elaborates on stating that, “cultural, social, personal and psychological keys are vital in determining the behaviours of an everyday customer”. The advert related to the PlayStation explores these different factors and takes advantage of:

- Cultural aspects: Children are a very important key to this ad because of the influence they have on each other in different areas of life. Sony understood the fact that children can influence both parents and peers around them but at the same time, they are vulnerable to attractive and anything that does not involve school but ‘play time’. Sub-culture plays a vital role in this because of the same values in lifestyle. The geographical location of this ad contributes to the sub-culture.

- The social aspects: Membership groups, which represents the social origin, age, place of residence and leisure, are incorporated in this advert positively because of the youngster used in the ad. The area represents a form of a middle class environment which is vital to the ad. The age of the child plays a vital role for both the ad and organisation. As Perreau(2015) elaborates that, “ families can be both a challenge and opportunity to try produce a bond of loyalty between customer and organisation”. The social role is important because it plays a key figure in consumer behaviour and purchasing decisions.

- Psychological aspects: Perreau(2015) expresses that, “motivation is linked to the needs of a consumer and correlates with techniques to encourage customers to make purchase”. The ad explores the motivational keys by knowing what type of product will interest a consumer and urge them to purchase.

- Personal aspects: the lifestyle aspects of this ad complemented the idea with using a young child to showcase the market that the organisation chose. Our modern society has played a role in determining what fun means to a child and Sony utilised that factor. The hobbies of a modern day child is always linked to technological aspects, giving Sony the opportunity to manipulate that through this advert.

Section 5

2.5)

After the huge success of the PlayStation portable, Sony decided to discontinue the product, introducing the PlayStation Vita, which is the reintroduction revolutionary update that incorporates the qualities of the previous portable game device. The device is not as revolutionarily inspiring and lacks a few capabilities compared to their main competitors, Nintendo 3DS XL. The influence that they had with their first ever project has faded away this time around because of the product and insufficient marketing key structures.

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