BRAND AUDIT

PRESENTED BY-Ayush Manan VishwakarmaDeepanshu BansalSumit RekhiSurinder SinghTushar MittalUdit Jain

BRAND INTRODUCTION

PlayStation is a series of video game consoles created and developed by Sony Computer Entertainment The brand was first introduced on December 3, 1994 in Japan with the launch of the original PlayStation console.

GAMING INDUSTRY HIGHLIGHTS

1. Game revenues will grow at a compound annual growth rate (CAGR) of 6.7% to $86.1 billion by 2016;2. The number of gamers worldwide will rise from 1.21 billion this year to 1.55 billion;3. Next gen consoles, free-to-play triple A titles and alternative distribution of games to TV will help to

consolidate revenues through the TV screen at a global growth rate of 3.5%;4. The Asia-Pacific region will strengthen its leading position with a 37.9% market share by 2016 as emerging

markets drive global growth.

The arrival of new home

consoles fuels dynamic growth over the period

2013-2017

Video gaming and connected TV as a natural

convergence

Transition to Free2Play (F2P)

Reduction of blockbusters, as they are more

and more expensive to

produce

TRENDS IN GAMING INDUSTRY

Gaming Market

Segmentation

Avid Omni

gamers

Casual Gamers

Core Console Gamers

Family Gamers

Social Games

Free and mobile gamers

GAMING MARKET SEGMENTATION

BRAND INVENTORY

BRAND LOGOS BRAND TAGLINESPACKAGING

JINGLES

1. Strategy- First mover advantage2. Product- Titles3. Availability - Distribution4. Brand Name - Sony5. Technology- Blue ray6. Regional Games7. PSN free to access

1. Security- Safety issues2. Price- High Pricing3. Complicated for Developers

1. Product- Slim Version2. Pricing3. Product Accessories4. Portable Devices

1. PC Gaming2. Competition3. Cloud Gaming4. Tablets and Smartphone

The Xbox is a video gaming brand created by Microsoft. It includes a series of video game consoles developed by Microsoft, with consoles in the sixth to eighth generations, as well as applications (games), streaming services, and the online service, Xbox Live. The brand was first introduced on November 15, 2001 in the United States, with the launch of the original Xbox console

BRAND LOGOS BRAND TAGLINESPACKAGING

JINGLES

BRAND INVENTORY

1. All in one entertainment: Xbox is more inclined to provide a wide range of features and is perceived as all round entertainer2. Strong customer service3. Compatibility with windows4. Competitively priced

1. Weak distribution2. Limited product range and

variants3. Doesn’t cater to lower segment

of market as play station4. Xbox Live monthly fee

1. Number of games2. Work on distribution3. 3D gaming

1. PC games2. Playstation and Wii3. Tablets and smartphones4. Cloud gaming

POINTS OF PARITY AND POINTS OF DIFFERENCE

1. Different storage capacity available2. Online portal for multiplayer gaming experience3. Similar games available with each console (exception one or two)4. Multiplayer compatibility5. Wi-Fi enabled consoles6. High Graphics

PO

INTS

OF

DIF

FER

ENC

E

PO

INTS

OF

PAR

ITY

All in one entertainment system

Customer service

Paid online portal (Xbox live)

Competitive priced

Complete compatability with windows