Brand audit report

12
2014 Product and Brand Management Playstation and Xbox Submitted to: Submitted by: Prof. Dhruva Chak Ayush Manan Vishwakarma 13DM049 Deepanshu Bansal 13DM062 Sumit Rekhi 13DM195 Surinder Singh 13DM197 Tushar Mittal 13DM205 Udit Jain 13DM206 B IRLA I NSTITUTE OF M ANAGEMENT T ECHNOLOGY

Transcript of Brand audit report

2014

Product and Brand

Management

Playstation and Xbox

Submitted to: Submitted by:

Prof. Dhruva Chak Ayush Manan Vishwakarma 13DM049

Deepanshu Bansal 13DM062

Sumit Rekhi 13DM195

Surinder Singh 13DM197

Tushar Mittal 13DM205

Udit Jain 13DM206

B I R L A I N S T I T U T E O F M A N A G E M E N T T E C H N O L O G Y

Contents

Gaming Industry .............................................................................................................................................. 3

Trends ............................................................................................................................................................ 3

Market Segmentation ................................................................................................................................. 3

Our Brand ......................................................................................................................................................... 4

Sony Playstation ........................................................................................................................................... 4

Our Competitor ............................................................................................................................................... 4

Microsoft Xbox ............................................................................................................................................. 4

Brand Audit ...................................................................................................................................................... 5

Brand Audit of Sony Playstation .................................................................................................................... 6

Brand Inventory ............................................................................................................................................ 6

Brand Logo ............................................................................................................................................... 6

Brand Taglines .......................................................................................................................................... 6

Strength Weaknesses Opportunity and Threat ........................................................................................ 6

Brand Point of Difference ........................................................................................................................... 6

Point of Parity ............................................................................................................................................... 7

Brand Audit of Sony Microsoft Xbox ............................................................................................................. 8

Brand Inventory ............................................................................................................................................ 8

Brand Logo ............................................................................................................................................... 8

Brand Taglines .......................................................................................................................................... 8

Strength Weaknesses Opportunity and Threat ........................................................................................ 8

Brand Point of Difference ........................................................................................................................... 9

SURVEY ANALYSIS ............................................................................................................................................. 9

BRAND RECALL ............................................................................................................................................. 9

BRAND PERSONALITY ................................................................................................................................... 9

BRAND RESPONSE ...................................................................................................................................... 10

Recommendations ....................................................................................................................................... 11

Exhibits ............................................................................................................................................................. 12

Gaming Industry

Trends

Game revenues will grow at a compound annual growth rate (CAGR) of 6.7% to $86.1

billion by 2016;

The number of gamers worldwide will rise from 1.21 billion this year to 1.55 billion;

Mobile gaming will grow at an average annual rate of 19% for smartphones and 48% for

tablets, grossing $13.9bn and $10.0bn in 2016 respectively; Combined, they will take a

27.8% share of the global market, up almost ten percent points compared to this year;

Primarily fuelled by a global CAGR of 10.4% for MMO games on PC, the computer screen

will continue to lead other screens with a market share of 35.8% totalling $30.9bn in 2016;

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%;

The Asia-Pacific region will strengthen its leading position with a 37.9% market share by 2016

as emerging markets drive global growth.

Market Segmentation

Gaming Market

Segmentation

Avid Omni

gamers

Casual Gamers

Core Console Gamers

Family Gamers

Social Games

Free and mobile gamers

Our Brand

Sony Playstation

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. It now consists of four home consoles, as well as a media center,

an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines.

The original console in the series, the PlayStation, was the first video game console to ship 100

million units, 9 years and 6 months after its initial launch. Its successor, the PlayStation 2, was

released in 2000. The PlayStation 2 is the best-selling home console to date, having reached over

155 million units sold as of December 28, 2012. Sony's next console, the PlayStation 3, was released

in 2006 and has sold over 80 million consoles worldwide as of November 2013. Sony's latest

console, the PlayStation 4, was released in 2013, selling 1 million consoles in its first 24 hours on sale,

becoming the fastest selling console in history.

Our Competitor

Microsoft Xbox

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.

That original device was the first video game console offered by an American company after the

Atari Jaguar stopped sales in 1996. It reached over 24 million units sold as of May 10, 2006.

Microsoft's second console, the Xbox 360, was released in 2005 and has sold over 77.2 million

consoles worldwide as of April 18, 2013. The successor to the Xbox 360 and Microsoft's most recent

console, the Xbox One, was revealed on May 21, 2013. The Xbox One has been released in 21

markets around the world on November 22, 2013, with the UK as its first country.

Brand Audit

Brand Inventory

o Logos

o Taglines and Slogans

o Jingles

o Packaging

Points-of-difference (POD)

The aspects of the product offering that are relatively distinct to the offerings of like

competitors.

Points-of-parity (POP)

The aspects of the product offering that are largely similar to the offerings of like

competitors.

SWOT (Strength Weakness Opportunity and Threats)

Brand Mantra

The heart and Soul of the Brand

Brand Audit of Sony Playstation

Brand Inventory

Brand Logo

Brand Taglines

Live in your world. Play in ours

It only does everything

Greatness Awaits

Strength Weaknesses Opportunity and Threat

Brand Point of Difference

Strategy

o First mover advantage

o Enjoys the advantage of Sony being pioneer in designing and electronics

o Collaborated with Mercedes-Benz to provide better customer experience

Product

o Variety of products available

o Better design sleek style and looks

o Better graphics

o Product line and variation (tweaking of the models before product enters into

maturity)

o Innovative products (blue ray disc compatibility)

Complementary Products

o Number of accessories are more

o number of games are more (150 titles)

o Indian content based games(regional games available)

Availability

o Leverage the brand presence across globe in terms of distribution

o Uses e-commerce for product

o Titles available across all the retail stores

Point of Parity

Different storage capacity available

Online portal for multiplayer gaming experience

Similar games available with each console (exception one or two)

Multiplayer compatibility

Wi-Fi enabled consoles

High Graphics

Brand Audit of Sony Microsoft Xbox

Brand Inventory

Brand Logo

Brand Taglines

1. A New Generation Revealed

2. Jump In

3. Jump Out

Strength Weaknesses Opportunity and Threat

Strength

•All in one entertainment: Xbox is more inclined to provide a wide range of features and is perceived as all round entertainer

•Strong customer service

•Compatibility with windows

•Competitively priced

Weaknesses

•Weak distribution

•Limited product range and variants

•Doesn’t cater to lower segment of market as play station

•Xbox Live monthly fee

Opportunity

•Number of games

•Work on distribution

•3D gaming

Threat

•PC games

•Playstation and Wii

•Tablets and smartphones

•Cloud gaming

Microsoft

XBox

Sincere

High 69%

Low 31%

Competent 77% 23% Exciting 81% 19%

Sophisticated 63% 37% Rugged 51% 49%

Passionate 72% 28%

Brand Point of Difference

All in one entertainment

Customer Service

Paid online Portal (Xbox Live)

Competitive Priced

Complete compatibility with Windows.

SURVEY ANALYSIS

SAMPLE SIZE – 30

TARGET AUDIENCE – CONSOLE GAMERS

BRAND RECALL

Sony 53%

Xbox 26%

Others 21%

BRAND PERSONALITY

Very

Quality

Strong

26%

Strong

52%

Low

22%

Credibility 33% 46% 21%

Consideration 56% 21% 23%

BRAND RESPONSE

Recommendations

Sony PlayStation has positioned itself in youth market, who rely on the brand Sony.

The distribution of Sony leveraged the PlayStation and this is the major reason for its

high sales, but on the other hand it lacks certain features and benefits which

differentiates themselves from competitors.

The recommendation to improve their overall brand are:

Focusing on building their brand than branding of individual products

Developing a brand tagline along with the products tagline

They should focus on reviving the declining gaming console industry to

maintain their brand. If gaming industry declines, their brand cannot survive

Option of up gradation of the existing hardware (console) in order to make it

compatible for future games.

They should also focus on positioning family entertainment through console

gaming than just narrowing their approach for youth market.

Exhibits

BRAND AUDIT – SONY PLAY STATION VIDEO GAMES

Q1.Which brand you usually recall when you think of video games.

Q2. Please provide the top three (3) brands that you would most likely purchase

from when considering Video Games Q3. How well do the following traits describe Sony PlayStation (1= not at all, 5 =

very much)?

Q4.Please Rate the Sony PlayStation on following Parameters: (1= Very low, 5 =

Very Strong)

Q5.How much are you engaged with SONY PS on the following metrics (1= not at

all, 5 = very much)?