Product, Pricing, and Channels Team Paper
January 06, 2015
Sony’s PlayStation TV is about to be launched to the public for the first time. Our team will be presenting a description of Sony’s new product and explain the features that will change your PlayStation experience. We will also discuss Sony’s marketing strategy and how they will change in the near future as the launch progresses. Then we will unveil the packaging and how it will impact the products value as well as Sony’s pricing strategy and how they priced the product for launch. Finally we will review the channels of distribution and why Sony chose these partners to distribute their new product. ...view middle of the document...
Remote Play is an excellent feature and the ability to connect in various ways makes it easier for the less tech savvy consumer to connect quickly and effortlessly.
One of our favorite features is that PlayStation TV offers in the ability to play PlayStation 4 games on the PlayStation TV. Stream a wide range of PS4 games from the PS4 system to the PlayStation TV via Remote Play over a local Wi-Fi or wired connection. Rather than having to pack up and remove the console from a room, the PlayStation TV now allows anyone to stream the games directly into any room with the PlayStation TV connected. Many people however, do not own a PlayStation 4 and that’s okay. The PlayStation TV supports all PlayStation 3 owners, PSP handheld gaming consoles, and any PlayStation Vita players. Sony didn’t want to stop with just the gaming aspect of this set-top box. The PlayStation TV has access to movie and TV applications and entertainment. Find the best movies from thrillers to indie films, watch hundreds of major-network TV shows or rent and buy blockbuster movies weeks before disc release date. PlayStation TV is also offering major network TV shows, the day after air and seamless instant access on PlayStation TV and all PlayStation devices, too (Sony PlayStation, 2014).
Sony did not forget about the children as well. An important feature integrated into the PlayStation TV, are the parental controls. This feature provides the flexibility to manage console use by time and day, gameplay by ESRB rating, and block in-store purchases (Sony PlayStation, 2014). PlayStation TV offers the very first gaming and streaming service available currently. There are many other devices that provide a streaming service of some kind but the PlayStation TV offers everything all in one very small set-top box you will barely even notice. This is every gamer’s dream, the ability to play PlayStation 4 games and quickly switch to a movie with the push of a few buttons. This provides the ultimate gamer and media experience for any level gamer.
Marketing Efforts and Product Life Cycle
The PlayStation TV was just an idea when it was in the Development Stage, this was the opportunity Sony was going to have to research a market for this idea. This Stage was basically an idea; strategies and planning are not put into effect until later in the life cycle of this product development stage. Sony has to choose and then implement which method it will use to launch the PlayStation TV.
The Second step to the PlayStation TV’s product life cycle is the Introduction Stage. This is when Sony will have to invest a large amount of money to advertise the PlayStation TV. Since the PlayStation TV service is a new product, the demand in the Introduction Stage is going to be very low. We will depend on word of mouth and reviews of the product by consumers to produce more hype around the product to increase the demand.
Next, is the Growth Stage which is key to the life cycle of...