Comparison of Target Market and Principles of Marketing for PlayStation and Nintendo Switch

This report discusses the principles of marketing for PlayStation and Nintendo Switch, including product mix, price mix, place mix, and promotional mix. It also compares the target market of both companies based on demographics, geography, psychology, and product usage.

Principles of marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Comparison of target market:......................................................................................................3
Principles of marketing: ..............................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing means all the process a company do to promote their product through various
online platforms, the principles of marketing refers to product, price, place and promotion. These
four principles are interconnected with each other and perform to increase the sales of the
product. This study is based on PlayStation, world biggest gaming console manufacturing
company and Nintendo Switch who also manufacture gaming console. In this report we will
discuss comparison of target market and principles of marketing.
MAIN BODY
Comparison of target market:
Target market of PlayStation 5:
The target market of Sony describe consumer's demographic, geographic, psychology
and usage of product. As per the demographic, the company tend to target male consumer
because they are more attracted to gaming world. Sony produce range of products, but they
mainly focus on PlayStation as it is the most liked product across the globe and most of their
users are male (Andaleeb, 2016). From geographic, the company sales most of their products
mainly PlayStation to urban areas of the countries because the company only find their required
consumer and professional gamers in such demographic area. Sony mainly segmented their male
customer, the company understand that they have more male gamers than female although the
company know there are professional female gamers also but in comparison with male, their
segmentation is much lower. Sony PlayStation target their most of the customer in mega cities
around the world, they mainly focus on consumers and gamers from USA, Dubai, Tokyo,
London and India. Sony PlayStation know that craze of gaming is high in some specific
countries, they segmented and target media and entertainment consumer and sell their products.
The company tend to target consumer from 15 to 45 age group people and mainly male
consumers.
Target market of Nintendo switch:
The Nintendo Switch manufacture one of the most reliable and improved gaming
console, the company win their target market with their two most successful unique selling
points. First, they sell their own games and second, it have better and improved gaming
experience as compare to PlayStation and Xbox. To win the market, Nintendo segmented their

consumer, this segmentation includes demographic, geographic, phycology and product usage.
The company target their market fairly straightforward, they segmented and target consumer
with 15 to 30 age group (Dietrich, Rundle-Thiele and Kubacki, 2017). This group contains
young children and families who play video games. The price of their console is not that much
expensive as compared to PlayStation so the company target parents who prefer friendly gaming
experience for their children. Nintendo have loyal customer who is playing Super Mario which is
one of the most hit game in gaming history. The company have strong social media appearance,
they know their consumers use social media platform, Nintendo show their gaming console on
Television advertisement mainly on children channels. Nintendo created hybird system which
allow customer to experience games on handy easy to carry controller, the company segment
people which mainly includes generation X and Y or millennials. Millennials want stay
conscious about the price of the product (Wagner, 2019).
Principles of marketing:
Mix PlayStation Nintendo
Product Sony PlayStation have one of the most
reputed brand name which include
gaming console, gaming service, media
and entertainment centre, etc. the most
recent product of Sony PlayStation is
PlayStation 5 which provide most
enhance gaming experience with 4k
resolution (PlayStation 5, 2021). The
size of the product is almost same as
previous product playstation 4, but the
design and performance is much better
than every gaming console in the world.
The company uses excitement brand
personality to reach more young
consumers with a powerful energetic
advertising to excite their customer to
purchase the product (Rietveld, Schilling
The company first introduce playing
card and know for toy manufacturing
company but later the company
increase the product range introduced
Nintendo switch which provide
gaming console mainly for minor. The
latest product of Nintendo is Nintendo
switch 2 which is better than previous
console. The company do not mainly
focus on design of the product, the
new product of the Nintendo is same
as previous console. Nintendo uses
sincerity brand personality because
they believe in honest brand
marketing, the company is down to
earth as compare to other gaming
console manufacturing companies. The

and Bellavitis, 2019). PlayStation are
mainly sold in various models such as
PlayStation 5,4 pro, 3 and many old
console. The PlayStation 4 pro is much
slimmer as compared to PlayStation 4
and PlayStation 5. the company keep
changing the design of the product to
attract new customer.
switch 2 of Nintendo is liked by
customer because of its easy to carry
size, shape and design. This small
product is powerful and allow gamers
to experience their favourite games
while on the go.
Price Sony PlayStation follow premium
pricing strategies but the price of
PlayStation 5 also depends upon level of
competition. The PlayStation interactive
gaming is competitive with three most
powerful dominant (Išoraitė, 2016). The
company understand there are many
factors that effect the price of the
product. For PlayStation 5 they set price
according to processor, graphic card,
controller cost. Playstation able to mix
their actual product price by
differentiating pricing strategies which
help them to make huge profit. The
company keep the price of gaming
console in limit because they understand
the income level of the people of
various demographics.
It requires lot of planning in setting the
price of the product, especially in
gaming consoles. Nintendo pricing
strategy allow them to keep different
price same product in their product life
cycle (Wei, 2018). The company also
tend to use premium pricing range to
compare the product with PlayStation
and Xbox, the company knows if the
product life cycle goes in declining
mode, then they will offer discount,
promotional and additional benefits to
keep the product demand high in the
market. The price of switch is
reasonable to their customer, they stay
honest with their customer in term of
range of prices of their product.
Place PlayStation is one of the most
successful products of Sony as it is
available in every country around the
world. The company have its stores in
Nintendo has large distribution
network as compare to their
competitors, so their products are
available 24/7 to the customer.

which provide products such
PlayStation 5 that is available
throughout every store, PlayStation 5
never remain out of stock in Sony store
(Mintz, et.al., 2021). The place mix of
marketing also means that a consumer
can purchase the product from online
website of the company. Sony sell
PlayStation 5 through their own website
as well as other e-commerce platforms.
PlayStation have very large online
network which allow gamers to
download system up dates, various free
games, subscription and other benefits
of online network of the PlayStation.
Nintendo's focus on maintaining both
online as well as physical stores
(Plank, 2018). Physical distribution
mainly for gaming consoles,
accessories, etc. which is available;e in
various distribution chain of the
company. Whereas online stores help
customer to purchase subscription,
software download and system updates
of the online network of the Nintendo.
Nintendo keep updating their online
platform for better experience of their
customer. Switch is available to all
online platforms including their own
websites as well.
Promotion Sony generate huge amount of profit
from promotional activities of the
PlayStation 5, they tend to spend more
on promoting their product (Mago,
2016). The company use aggressive
promotional strategies, their marketing
campaigns is very successful they use
'play have no limits ' slogans in their
marketing campaigns which make them
more unique as compared to their
competitors. Sony promote PlayStation
5 in many exhibition around the globe,
some exhibition gives an idea to people
about its up comping product and
features. Sony tend to promote
PlayStation mainly on YouTube
Promotion is one of the most important
thing to increase the sales of the
product. Nintendo have different ways
to promote their product, such as the
company tend to launch their product
on special days for example Christmas.
They arrange various events which
allow players to experience the latest
games for free, in such event they sell
various other products as well. This
event result as a huge attention seeking
opportunity (Palomba, 2020). Every
time to attract customer the company
use super Mario name because it was
one of the biggest hit games of gaming
world and people still like to play that

because there are many YouTubers
which have large number of audience.
game. Promotional strategies of
nintendo is very much successful.
CONCLUSION
In this report we have discussed principles of marketing which include product mix
details of the product, whereas price mix show rates cost of the product, on the other hand place
mix let us know where company sell their product and at last, promotional mix helps company to
promote their product online through online platforms. Lastly in this report, we have understood
the market comparison of both the company which segmenting market into age, gender and
interest of the customer this helps company to target customer more effectively.

REFERENCES
Books and journals
Andaleeb, S.S., 2016. Market segmentation, targeting, and positioning. In Strategic Marketing
Management in Asia. Emerald Group Publishing Limited.
Dempsey, P., 2017. The teardown-Nintendo switch gaming system [Reviews Consumer
Technology]. Engineering & Technology. 12(4). pp.82-83.
Dietrich, T., Rundle-Thiele, S. and Kubacki, K., 2017. Segmentation in social marketing (Vol.
1). Berlin, Germany: springer.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research-
Granthaalayah. 4(6). pp.25-37.
Mago, Z., 2016. Self-and cross-promotion within digital games. Marketing Identity. 4(1/2). pp.336-345.
Mintz, et.al., 2021. The right metrics for marketing-mix decisions. International Journal of
Research in Marketing. 38(1). pp.32-49.
Palomba, A., 2020. Gaming industry. The Rowman & Littlefield Handbook of Media
Management and Business. 2. p.285.
Plank, P., 2018. Price and product-mix decisions under different cost systems. In Price and
Product-Mix Decisions Under Different Cost Systems (pp. 41-90). Springer Gabler.
Wiesbaden.
Rietveld, J., Schilling, M.A. and Bellavitis, C., 2019. Platform strategy: Managing ecosystem value
through selective promotion of complements. Organization Science. 30(6). pp.1232-1251.
Wagner, E., 2019. A Strategic Audit of Nintendo Co., Ltd.
Wei, Y., 2018. The Evolution of Nintendo Company.
Online:
PlayStation 5, 2021. Play has no limit. [Online]. Available Through., <www.playstation.com>
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