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Creating Added Value for the Customer
Pages 10 (2510 words)
Creating Added Value for the Customer Executive Summary 2 Introduction 3 1.1 Market Data/Info 3 1.2 Your Brand Info/Data 3 1.3 The Consumer/Customer, structures, guide, intro 4 1.4 Competition Data/Info 4 1.5 Major Trends 4 2.0 Consumer/Customer Behaviour = Task 2 4 2.1.1 Decision Making Units 4 2.2 Mechanism of Purchase- The AIDA Model 5 2.3 Brand presence in industry, how do customers behave, who are the Retailers/channels intermediaries?
Research Findings 9 a) Secondary 9 b) Primary 10 3.4. ii Perceptual maps 10 a) Price vs. Quality 10 b) Prioritised consumer attributes/market drivers (factors X vs. Y) 11 4.0 The Marketing Mix ~ Academic and Applied Dimensions =Task 4 12 4.1 Academic Perspectives on the Marketing Mix (product/market) 12 4.2 Product Strategy 12 4.3 Price strategy 13 4.4 Place strategy 13 4.5 Promotion strategy 13 4.6 People strategy 13 4.7 Processes strategy 14 4.8 Physical Evidences Strategy 14 5.0 Focus on one of the 7P’s 14 Promotion 14 Promotion – crucial for brand 14 Promotion- Targeting Teens 15 6.0 Conclusions 15 References 15 Executive Summary This report briefs the current market scenario of PlayStation, a video gaming console series by Sony. It starts with a comprehensive situation analysis of PlayStation, then a focus on its consumer strategy, segmentation variables, targeting and positioning. Then there is a strategic analysis of PlayStation and identification of the most crucial dimension of the brand. The findings are concluded via secondary research. From the research it can be concluded that Sony is trying to position PlayStation as an all round entertainment experience and is trying to attract teens, early adaptors and movie buffs. ...
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