Principles of Marketing: PlayStation 4 vs Nintendo Switch Game Console

This report compares the principles of marketing used by PlayStation 4 and Nintendo Switch Game Console, including target market, product/brand, price, place, and promotion. It discusses the strategies and tactics employed by both organizations to gain a competitive edge in the marketplace.

Principles of
Marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Target market..............................................................................................................................3
Product/ Brand............................................................................................................................4
Price:...........................................................................................................................................5
Place............................................................................................................................................5
Promotion....................................................................................................................................5
CONCLUSION AND RECOMMENDATIONS............................................................................6
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Marketing is the primary way to sell the organisational products and services to the wider
marketplace to grow the business. Marketing helps in build customer base by depicting
employees the way to meet needs of consumers (Jackson and Bartholow, 2020). Respective
step also helps in establishing loyalty in minds of consumers so that they can purchase
organisational products frequently. Respective report is based on the The PlayStation 4 is an 8th
generation home video game console developed by interactive entertainment. Respective report
is based on the principles of marketing by comparing with other organisation which is Nintendo
Switch Game console. It elaborate the target market, about products, price, place and promotions
in order to gain desirable outcomes. By using respective tools organisation can be able to
determine their strategies and tactics in effective way and can be able to gain competitive edge.
MAIN BODY
Target market.
In context of PlayStation 4 the major target of respective organisation to build products
and services as per their choice consist of people in between age of 18 to 40 and majorly men
avail their products (LALITHA, 2020). The personality of respective individuals consist of social
gamer, addictive gamer, problem solver, immersive gamer, competitive gamer, achievement
based gamer and also casual gamers. Their attitude towards product is very positive and
consumers belong from upper middle and higher class. With the help of segmentation, targeting
and positioning respective organisation can be able to determine one of their best consumers and
build products and services as per their choice and preferences in order to remain competitive in
marketplace.
The another organisation which is Nintendo Switch is a video game console developed
by Nintendo, released in most regions on 3rd march, 2017. it is kind of hybrid console majorly
used as a home console and portable device. It offers the no. of gaming consoles, toys and
electronics for ranging people from age of 15 to 35. Under behavioural segmentation they target
majorly who like to play games not hardcore gamers. They target casual gamers such as women,
older, folks, families and kids. They provide gaming console for people who not play
competitively but just for fun. The percentage of applicants with video game purchase by income
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group is fairly consistent. They make consistently more than $90,000 where the share of video
gamers begin to drop from 12 to 9% (The Demographics of Video Gaming, 2020).
Product/ Brand.
Playstation 4 which is well known video game brand consisted the four home video game
consoles, media centres, online services, line of control, two handhelds and a phone with no. of
magazines. Their product packaging are very much picturesque and very much attractive that
helps to consumers in their decision making process. Its products are very much differ at
functional level that it is very much easy access (Noel, Sammartino and Rosenthal, 2020). It
also available online that is multiplayer gaming and play-station plus in order to reach at large
no. of consumers. Emotional connection not denotes that an individual fall in love with hero,
hate villain but simply it create connection with people and without it doomed become
mechanical toy. In context of PlayStation 4 they connect people by emotionally by using visual,
audio and best animation in their games.
In context of Nintendo Switch Game Console they have large no. of products initially
they are provides wide range of products includes game consoles, video games, apps, clothes and
toys by targeting the large no. of consumers potentially in order to remain competitive in
marketplace. In context of their packaging and colour they make joy cons fit that best fit their
style with colour with favourite games. Their all colour are always available in stock regularly so
it provides opportunity to consumers to buy as many differ colour as they want. A consumer can
also make controller by covering new silicone cover as a new shell in order to give best
experience to consumers.
Price:
PlayStation 4 offer the premium price but it directly rely on the level of competition as
interactive video gaming is very competitive which dominated by three major players Sony,
Microsoft and Nintendo (Pavenkov and Rubtcova, 2019). In that regards three major aspects
affects and finally take decision over price such as processor, graphics, acoustics and power.
Nintendo ranked at the third position as one of most valuable organisation in the Japan.
They conduct lot of planning behind implementation of pricing strategy of their gaming products
. They by using the diversified pricing strategy throughout their whole life cycle of specified
products into marketplace. During the first phrase while they launch new product into market
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and consumers have new experience so they adopt premium pricing range which assist in earn
good and fast profitability if product gain success.
Place.
In distribution network of respective organisation consist of delivery of products and
services at multichannel (Sakas and Tomaras, 2019). Its products are easily available in across
the world. Their products in Sony stores are brick and mortar ones which serve as consumer
support and service centres. It has been observed that it is a luxury product that is randomly
available in marketplace in order to enhance sales and profitability in limited time period. As
demand of PlayStation 4 was very strong, in August 2013 they placed over a million pre-orders
for their consoles.
Nintendo is one of most well known and influential organisation in world presence. They
available in the major parts of the world and build powerful distribution channel across the reach
of consumers. In their physical distribution network consist of availability in gaming stores,
shopping malls, hyper market and electrical retail outlets. Organisation also offers online
distribution facility to their kinds of shopping e portals to enlarge business opportunities. So it
can be said that it is a mass product market that has various outlets in differ locations.
Promotion.
In context of PlayStation 4 they spend huge amount on promotional activities as they are
very well known in market by using campaign. In their few slogans to reach at large no. of
consumers consist of “eNoS Lives”, “The ultimate Just Got power”, “It only does everything”,
“Move into the action” are very much popular within the consumers. They organize the
electronic entertainment Expo that is largest gathering of people related with gaming event and
also host PlayStation products each year in order to enhance consumers experience potentially.
Respective kinds of events enables to showcase features and advertisements regarding their
products in front of larger crowd and their prospective consumers in order to remain competitive
in marketplace.
In context of Nintendo, promotional strategy plays very much important role in attracting
and acknowledging consumers needs and wants in potential manner (Singh and Dhir, 2019).
They while launch new product into marketplace by organizing promotional event in which
invites well known personalities to mingle game lover personalities. They use various kinds of
promotional tools to enlarge business opportunities such as newspapers, children's channels,
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magazines and billboards. By using various kinds of websites such as Facebook, Twitter, you
tube and other channels in order to promote their products at large scale. By offering incentives
and discounts that is also a important part of their promotional event to become one of great
brand name in marketplace (Themba, Razak and Sjahruddin, 2019). They take participate in
several kinds of promotional events and use tag lines such as Power, Portable power, Play it
loud, take a look inside and switch and play. They are also aware about social responsibility that
create distinctive image in marketplace.
CONCLUSION AND RECOMMENDATIONS
From the above report it has been concluded that principles of marketing is very much
important for an organisation to market and giving information about products and services to
the end user. With the help of marketing mix organisation can be able to provide valuable guide
for their resource allocation in order to produce products and services in effective quantity to
satisfy consumers wants and needs potentially.
In context of Playstation 4 they use marketing mix factor to control business activities in
certain extent. They mixed or blended their activities in strategic manner and produce desired
behaviour from their target audience. They use respective kind of marketing mix to plan their
activities strategically to obtain positive response from side of consumers. In context of
Nintendo they by developing the dedicated marketing process with the help of designers and
marketing clients for developing effective kind of products and services in order to serve
consumers in best manner. By using respective way of marketing mix they can be able to
develop their products and services effectively with help of their experts. Play-station 4 is more
successful in application of 4Ps as they thoroughly plan each and every and every attribute in
positive manner. It has been recommended that Playstation 4 can improve by comparing it with
their fierce competitors so that they can remain always competitive in marketplace.
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REFERENCES
Books and journals:
Jackson, K. M. and Bartholow, B. D., 2020. Psychological processes underlying effects of
alcohol marketing on youth drinking. Journal of Studies on Alcohol and Drugs,
Supplement, (s19), pp.81-96.
LALITHA, N., 2020. CHALLENGES OF GREEN MARKETING-AN OVERVIEW. Studies in
Indian Place Names. 40(12). pp.725-731.
Noel, J. K., Sammartino, C. J. and Rosenthal, S.R., 2020. Exposure to digital alcohol marketing
and alcohol use: A systematic review. Journal of Studies on Alcohol and Drugs,
Supplement, (s19), pp.57-67.
Pavenkov, O. and Rubtcova, M., 2019, February. Development Priorities and Trends of
Integrated Marketing Communications in Russia. In WRFER-International Conference
on Business Management and Social Innovation (ICBMSI), Chennai, Tamil Nadu,
India (Vol. 10).
Sakas, D. and Tomaras, P., 2019. Strategic Innovative Marketing. Springer Proceedings in
Business and Economics.
Singh, S. and Dhir, S., 2019. Structured review using TCCM and bibliometric analysis of
international cause-related marketing, social marketing, and innovation of the
firm. International Review on Public and Nonprofit Marketing. 16(2-4). pp.335-347.
Themba, O. S., Razak, N. and Sjahruddin, H., 2019. Increasing customers’ loyalty. The
contribution of marketing strategy, service quality and customer satisfaction. Archives
of Business Research. 7(2).
Truong, V. D., Saunders, S. G. and Dong, X. D., 2019. Systems social marketing: a critical
appraisal. Journal of Social Marketing.
Yankovets, T. and Vyshnevska, M., 2019. Innovations and digital marketing: current trends of
development. Evropský časopis ekonomiky a managementu.
Online:
The Demographics of Video Gaming, 2020. [Online]. Available through.
<https://www.earnest.com/blog/the-demographics-of-video-gaming/>.
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