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Marketing the Playstation 2

Report of Sony’s marketing communications regarding the Playstation 2 games console.


1.0 – Introduction

The Sony Playstation 2 (PS2) is produced and marketed by Sony Computer Entertainment, a joint venture between Sony Corporation and Sony Music Entertainment. To date fifty million units have been sold worldwide and in 2002 it was dubbed “console champion” by market researchers’ In-Stat/MDR . The lucrative video games market also accounts for 21% of consumer purchases and video games are the second most popular consumer purchase of 2003 .

This report will focus on Sony’s marketing communications activities in the UK regarding its PS2 console. This Sony product has been chosen as it entered the market in 2000. Therefore, the PS2’s marketing communications objectives and strategies can be analysed over a suitable time period of three years. This will be achieved through the use of various marketing communications theories and frameworks and as a result of thi...

Posted by: Carlos Hernandez

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