Marketing Communications Plan Essay Example | Topics and Well Written Essays - 4000 words

butteting Communications Plan - Essay ExampleSony Corporation is the electronics railway line unit that is responsible for the production and merchandiseing of its video ventures consoles including the Sony PlayStation. The history of the PlayStation began in 1988 when Sony and Nintendo worked together on a product called the Super Disc. However, Sony and Nintendo parted company and the Super Disc was never launched by Nintendo. In 1991, Sony modify the Super Disk as part of its development of the first Sony PlayStation.Sony launched the long awaited PlayStation 3 in the USA in 2006 just two days before the launch of the Wii from Nintendo. These two new consoles turn out to be immensely popular and to the highest degree retail shops sold out of both within days. short afterwards both of the consoles appe ard for resale in large numbers on the auction website eBay. The asking prices for some of these resale consoles were up to five times the original retail price.Microsofts Xb ox 360 console had a one-year lead in the market and enjoyed buoyant sales as a result. Nintendos Wii positioned itself away from its main two competitors through the deployment of its ground-breaking act-sensing controller (Cheng J, Mark Freeman-Aloiau M, Xin Guo, Pullen A. 2007)In 2In 2009, the PlayStation 3, helped by a $100 price cut, has outsold Nintendos Wii console for the first time. Sales of the PlayStation 3 much than doubled to 491,800, while those of the Wii fell 33% to 462,800 (Satariano, A. 2009). The PlayStation 3 is expected to give a further bring forward to Sonys earnings in time for Christmas this year when the latest version of the blockbuster role-playing game for the PlayStation, Final Fantasy, is launched in declination (iStockAnalyst, 2009).2.0 Marketing Strategy2.1 Positioning StrategySony uses the newest and greatest technology to appeal to their customers. The people who are most interested in staying up-to-date with the newest technology are usually m en of the ages 15-30. To reach that market, they make games that are attractive to men of those ages these games tend to be the shooters and high action games such as Kill regulate and God of War. However, they do make games for younger children these games have a more adventure based game play such as Jak and Daxter and Crash Bandicoot.Beyond gaming, Sony also hopes to reach moving-picture show buffs with their high-definition movie playback thanks to Blu-ray technology. Blu-ray offers the latest advancement in movie entertainment experience. The detail of these movies is so good that you croup literally see individual pores on peoples faces. As you might expect, this means detail on e actuallything is very high and movie buffs love this.2.2 Product StrategyThe PS3 offers the most advanced visuals and audio of any another(prenominal) game console and most computers. Hardcore gamers want their games to be more visually pleasing, and that is exactly what Sony has minded(p) them. They have changed very little about control setup except they have added some motion sensitivity (after they saw Nintendo unveil this feature in the Wii) this means that people who have played PS1 and/or PS2 wont have to learn how to hold and use the controller all over again. Also, there are a lot of classic games available for download via the Playstation Network (for a