THE SONY PS3 AND It's MARKETING
PLAN
SONY, a large and well known electronics manufacturer has started a totally new marketing campaign in America to support the launch of it's PS3 with a new line; "PLAY BEYOND". SONY has launched this new campaign in order to further promote the PS3 and to inspire gamers to get ready for the next era of gaming entertainment, and with this new line at hand, SONY hopes that a message will be conveyed, that the PS3 is not your average gaming console and will hopefully create a distinctive brand name and eventually brand loyalty.
The campaign includes large-scale marketing efforts through various media including national television, print-outs, web/internet, and out of home advertising vehicles. Each ad shown presented the same outstanding white room filled with objects that acted in a surreal manner after encountering the PS3's cutting edge qualities which include the Blue-ray disc player and the Cell BroadBand engine.
The T.V ads have reached millions, and has already seen 500,000 views on YouTube. furthermore, the print-out campaign is expected to reach out to a staggering number of 40 million people, which will be published on various magazines, newspapers and leaflets. whereas the online campaign will aim at reaching 150 million! through various websites of sports, gaming,music,and lifestyle.
And finally in a true Playstation manner, a website has been developed to engage the PS3's loyal fans and supporters called playbeyond.com, that features unlockable information about the PS3 and it's games. It can also be accessed through the PS3 using the free network web browser.
In addition to all of the above, SONY will provide extensive hardware and software support for the console through 14000 kiosks due to be established worldwide. The kiosks will have sleek and creative designs, and could be connected to the internet for online support and updates, attracting thousands of potential customers to them.
My opinion about the article: well i think that Sony is doing a great job in trying to convince lots of people to purchase the PS3 through various methods as stated in the article above, and it's obviously trying to create a well known and well respected brand name for itself, and it is mainly focusing on America's market since it's market share compared to the Nintendo Wii and the X box 360 is minimal. But through some major technological differences between it and the Wii and X box, and loads of customer service and support, i think that the PS3 is on it's way up the favorable console scale for many gamers worldwide.
link: http://www.nforcershq.com/play-b3yond-sony-marketing-campaign-demystifies-ps3/
as i've read about this through this and other articles, i found out that the move is potentially a great product, but not now(they say they might upgrade it and 'perfect' it, who knows). One thing thats a disadvantage is that some of the games require 2 move controllers. so instead of your budget being about 400 riyals, i think, to buy a game, its now gone up to about 600 riyals. also, the camera that the move comes with is too sensitive, if u turn off or dim your lights, you have to completely reconfigure the camera. but, all-in-all, i might get one if i have enough money to get the PS3 itself among the other things.
ReplyDelete