The market segmentation for SONY
PLAYSTATION
Realized by : KHATTABI RIFI Ismail
Year university : 2022-2023 Framed by : Mr.LEMSIDI Taoufik
Overview :
This brief presentation describes and identifies Sony
Playstation's target market. This consists of the targeted
consumers' demographics, psychographics, geographics ,
and product use. Immediately follows is an explanation of
why Sony Playstation would choose to target this market.
Geographics Segmentation:
Sony Playstation targets consumers who live in dense and
highly populated ares. Their main focus are the big cities
for example New York, Dubai, Toronto, Tokyo, and
London. Furthermore, their second target would be
suburban areas such as our very own Mississauga since
suburbs are still fairly populated. Although you might find
Sony Playstation products in rural areas, that is not their
main focus since sales in rural areas are very limited.
Demographics Segmentation:
Sony Playstation targets males between the ages of 17 and 40. They
target males who have just exited the state of being under a gatekeeper
and have more freedoms then children and teenagers. The most
popular games on PS3 are rated M for mature, which means you must
be at least 17 years of age to play the game. The consumer's family
cycle is single males. This is because Sony targets the hardcore gamers
that do not have many responsibilities, like relationships, to keep them
away from gaming. Gaming is an expensive lifestyle to maintain. This
explains why Sony targets some middle class, but mostly high class
males. Sony Playstation has gone international since the PS1 so they
target all cultures.
Psychographics Segmentation:
Sony Playstation provides the platform for all sorts of different
psychographics. Individual game producing companies like
Capcom, Electronic arts, Ubisoft, and Rockstar target consumer
psychographics. However, all of these different consumers will
use the Playstation to play these games that suit their opinion,
attitudes, and hobbies. As shown in the pictures, there are games
that target musicians, athletes, racers, creators, strategists,
sharpshooters, socialists, and much much more. Their target
consumers all share one important thing, their love of
individuality, expression, and gaming.
Product Use:
Sony Playstation targets the heaviest of media and
entertainment consumers. The Playstation collects
services on the console like Netflix for movie lovers,
Sony Music Unlimited for heavy music users, and
Playstation home (a Sony Playstation founded social
network) for social network users. Furthermore, Sony
customers are heavy users of video games and video
gaming technology.
Why this target market?
Demographics: Males are generally more attracted to the video gaming world.
Also, the best selling video games are usually rated M for mature. For example,
GTA V which made a profit of $750,000,000 in the first 3 days of its release.
Psychographics: the Playstation unifies all personalities, opinions, and beliefs
to one console and one beautiful world of gaming, since games made for the
PS5 are made up of numerous different genres.Geographics: Most Playstation
sales come from urban and suburban areas. Sony Playstation also holds gaming
conventions in urban areas because that is where most of their consumers
live.Product Use: PS5 collects many different products like music, movies,
social media, and games in one console in order to appeal to as many customers
as possible. Therefore, their customers can use theit product for a variety of
reasons instead of buying from Sony's direct and indirect competitors.
THANKS FOR WATCHING
