Marketing Mix Analysis: PlayStation vs. Nintendo - A Comparative Study

This report provides a comparative analysis of the marketing mixes employed by PlayStation and Nintendo. It begins with an exclusive summary highlighting the key findings, followed by an introduction that emphasizes the importance of marketing in business. The main body delves into a detailed examination of the target markets, product strategies, pricing strategies, promotional activities, and distribution channels (place) of both companies. The report uses the 4Ps of marketing (product, price, place, and promotion) to evaluate and contrast the approaches of PlayStation and Nintendo. The report concludes that the marketing mix used by PlayStation is better than Nintendo. The report also includes recommendations for both companies to improve their marketing efforts. The report uses secondary research methods to collect data on the marketing mixes used by various organizations for marketing purposes.

Principles of Marketing

Table of Contents
EXCLUSIVE SUMMARY.............................................................................................................3
INTRODUCTION..........................................................................................................................4
CONCLUSION...............................................................................................................................4
REFERENCES...............................................................................................................................5

EXCLUSIVE SUMMARY
This report is based on comparison and contrasting of Marketing mix used by different
organization to promote their company product in target market. The main aim of the report is to
compare the processes that are used by business organizations to perform effective marketing of
their product in target market. For these study secondary research process has been used for data
collection related to the marketing mix used by various organization for marketing purpose. The
marketing mix that is used by PlayStation has been evaluated much better than Nintendo. It has
evaluated the by using mix promotional and marketing process of company can be improved.

INTRODUCTION
Marketing is one of most important operation of business organization in order to
improve the sales of company product in market place. The process of marketing starts with the
initiation of product development in organization. In this report will be providing analysis of
marketing mix that is used by PlayStation and Nintendo for promotion and marketing of their
product in market place. PlayStation 4 gaming console is produced by Sony and Foxconn. which
is one the most famous brand in global market. This is a home video game console. It is eighth
generation video gaming console. It is product of Sony interactive Entertainment. It was founded
in year 1993 by Ken Kutaragi in Tokyo, Japan. The area that is served by company is world
wide. Nintendo is a public limited company that was established in year 1889 by Fusajiro
Yamauchi. The headquarter of company is in Kyoto, Japan.
1. MAIN BODY
Target Market
E cover and Fairy brands belongs to consumer products segments. Positioning strategies
of both the companies target to general people in society like women, men and young adult age
group people. Companies do not target to children's with the support of marketing campaign.
Both the brands belongs to house hold product category so the target customers for both the
brands are all class and category based individuals (Bellin, 2016). Company management do not
differentiate its target customer base based on the gender or sex ind of factors. Due to emerging
nature of social trends the old perception regarding usability of household products has changed.
Earlier the target customers base for E cover and Fairy brands was only the female or women's
across the globe. Due to emergence of social perception potential customer base for house hold
products and brands like E cover and Fairy has expanded and become vast in nature. Company
target all potential customers irrespective of any gender and sexual differentiation with its
marketing campaigns. Company management in both the companies exclude the children's as
they don't belong to potential customer base for both the products. Price structure of both the
company also allows marketing departments to focus over all class people. Company
management do not need to consider the financial stability of target customer as the products
belongs to general activities associated with day to day living such as washing essentials. Due to
cheap pricing strategies target market for the companies has expanded immensely across the

globe. Both the company management has expanded the business operations across the globe by
developing an effective supply chain management system.
4 Ps of Marketing
4 Ps of marketing involve all key aspects influence sales of companies in business
environment. This model is a dynamic approach to analysis about the business environment of
the company. This model focuses over tools like product, price, place and promotion. All the
four tools impacts over sales of companies in target market.
Product
Fairy washing up liquid and E cover Washing Up Liquid are a house hold product brands.
Fairy washing up liquid contains many attributes that can segregated into efficient washing up
solutions, natural herb extracts, anti bacterial solution, 24 hours bacteria protection and effective
in all weather conditions (Chernev, 2018). All the above mentioned attributes enables Fairy
company to made a specific presence of Fairy washing up liquid brand. Company management
try to cater effective customer satisfaction with the support of the Fairy washing up liquid brand.
This product could effectively deal with all washing related issues of target customers. E cover
washing up liquid is also an effective house hold brand supports people to meet up washing
related needs. This brand contains many features such as fast and complete biodegradability,
minimum impacts of aquatic life, against the animal testing and also suitable for septic tank. E
cover washing up liquid also provide fragrance of fresh perfume that improves the washing
experience of all users. This product brand also use power of nature by efficiently clean and
degreases. Company also utilised natural ingredients like plants to improve the effectiveness of
products. Company also use environment friendly material for manufacturing the bottle to keep
the solution damage free. Bottle use to keep the liquid safe is made off polyethylene. This
material keeps the liquid safe for any external damages such as pollutions and other harmful
raise.
Price
Price play a crucial role in getting the product success in target market. Management of
Fairy washing up liquid keep the prices affordable for all target customer segment of company.
Based on the ingredients involve in the liquid company management set selling prices of
products. Like fairy lemon washing up liquid high price than fairy original washing up liquid.
Company management targeted all class, category people with its pricing strategies. Critical

analysis strategies has also utilised by the management of Fairy company to assess the
affordability of the target customers of the brand. Pricing structure of the E cover washing up
liquid is also covered under the affordable price structure range (Grădinaru, Toma and
Marinescu, 2016). Company management has applied the strategy to cater the effective washing
experience in the affordable price range. Affordable price structure of the brand make it more
accessible for the target customers across the globe. As the pricing strategies applied by the
management of E cover brand made it affordable and accessible for the target customers.
Place
Branding and promotion strategies used under STP tool by Fairy washing up liquid
covers the target customers of house hold products across the globe. Company make promotional
efforts over effective marketing channels across the globe as the supply of the products covers
the global customer base. Place is a key role in promotional campaign as it influence all aspects
of marketing of the product like budget, strategies and other relatable aspects impact marketing
of products and brands. With the support of STP company management target all customers
across the globe (Hisrich and Ramadani, 2017). Marketing campaign for E cover washing up
liquid segregate its target customers in different categories based on certain factor lie age, gender
and other. Company management try to channelise its campaign at all effective promotion
channels at all around the globe. Household products has a settled customer base at a global
level. Company management tru to facilitate needs of customers at global level. Company also
consist an effective supply chain at all the premium as well as departmental stores all across the
world. Company target all its customers with the support of marketing campaign. Both the brand
has a global business operations so the promotional campaigns run by management covers the
customers at global level.
Promotion
Promotion play a crucial role in the product success at target market. Promotion involve
marketing, branding and other associated aspects enables company management to expand the
product reach in target market (Kim and et.al., 2018). Management of Fairy washing up liquid
channelise its promotional activities with the support of strategies like social media marketing,
radio marketing, television marketing, holdings, customer relationship management and search
engine optimisation. All the above techniques supports the product presence of company in
target market. Management of Fairy washing up liquid also use the technique of sponsoring

products with the support of famous celebrity. This is an effective technique use by companies to
entertain the specific presence in target market. Promotional activity of E cover washing up
liquid is also well diversified as the company management channelise its promotional campaign
over all efficient marketing channels like social media, radio, television, holding and other
techniques. Company management also keeps the budget high for its promotional campaigns as
compare to other competitors in the market. Company management also involve regional aspecst
in its promotional campaigns. Based on the regional implication company management try to
take competitive advantages in the target market.
2. CONCLUSION and Recommendation
This report concludes about different aspects of promotions. Target market for E cover
and Fairy brand comprises with all age group people, all gender and all other people exclude the
children across the globe has concluded. This report has also projected differences between
brand based on the 4 P analysis method. Product features has also describes that create difference
for both the brands. Different aspects of promotion like use of marketing channels has also
concluded in respect to both the brands.
Recommendation
Both the companies can use more aggressive promotion campaign to expand the reach of
products and sales (Syaglova, 2017). Company management in both brands can give regional
touch in its marketing strategies to make products more relatable in target market.

REFERENCES
Books and Journals
Bellin, H., 2016. Branding and marketing channel strategies: Some effects on channel
partners. Journal of Marketing Channels.23(4). pp.255-257.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Grădinaru, C., Toma, S. and Marinescu, P., 2016. Marketing mix in services.“. Ovidius”
University Annals.
Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management.(pp. 75-99). Springer, Cham.
Kim, K. J. and et.al., 2018. Marketing strategies and consumer recognition of medical
cosmetics. Asian Journal of Beauty and Cosmetology.16(4). pp.569-578.
Syaglova, Y. V., 2017. Influence of the Marketing Paradigm’s Cycles Patterns on the Global
Entrepreneurship. Ekonomicko-manazerske spektrum.11(1). pp.48-61.