The History And Background Of Sony Marketing Essay

The History And Background Of Sony Marketing Essay Sony is one of the largest game device providers in the world. It started at 1946 in Japan. Initially, Sony was selling the electronic products and electronic devices such as television, home video, home audio, camera and others. In 1994, Sony begins to sell their first gaming console implemented by them which is Playstation (PS) 1. More versions of Playstation such as PS 2 and 3, other similar console, PS portable and PS Vita were released to meet customers higher expectations. During the past few years, Sony has put its effort on the innovation of virtual reality headgear. With the influence of movies and animation such as Sword Art Online, the public hope to interact and experience a more realistic graphics in the game. Since there is a demand for this, Sony decides to create this product. 2.0 Current Market Situation Various technologies have been developed and innovated to simplify daily tasks. One of the most significant effects of development of technology is in the gaming industry. Ever since in the 90s, companies such as Sony have been developing various gaming consoles that provide better experience to its users with each new design. From the first Playstation, to the soon to be released Playstation 4. Since the development of mobile gaming such as smartphones and tablets, the demands for gaming consoles has been declining. However, according to DFC Intelligence Analyst, New console systems from Nintendo, Microsoft and Sony are expected to help the console segment regain some momentum in the 2014 to 2015 timeframe (Cole D. 2012). It just means that, as long as gaming companies can develop a better console systems, the market will resume its growth. Therefore developing Cita-Vita is essential to place Sony back in the game. The main competitor for Sony will be the Oculus VR Inc. as they are developing a product similar to Cita-Vita which is the Oculus Rift. The Rift too provides a more realistic gameplay by allowing the user to experience a 360 degree videogame environment. In addition, Adhesive Games had developed a game, Hawken, which is said to be very compatible with Rifts gameplay. Moreover, while Cita-Vita is still in the researching stage, the Rift developers kit had been completed and will be launched anytime soon. And not long after that, the consumer version will too be released. Even so, the technology used in Cita-Vita is different from The Rift. In addition to the 360 degree game environment experience, this product consists of a new technology that allows the user to play without lifting a finger (this technology will be further explained in the product strategies). Gamers will be keen to accept this technology as it is a great improvement from the past consoles and it had only been seen in comics and animations. 3.0 SWOT Analysis 3.1 Strength After years of researching and developing and at this juncture, Sony becomes the pioneer to concept, implement, and create the world first virtual reality gaming headgear. The products objective is to promote intellectual course of events that enable users to experience different life and are suitable for anyone due to its intuitive usage. The complexity but extremely exquisite technology, which contains a 4 dimensional sensibility view function by the main core, processor XG1 with 1 THz ,and integrate with a graphic chip to project Ultra High Definition (Ultra HD) ,and the latest cloud gaming system which benefit the firms profitability. Sony could be dominant over the price strategy control in the market. 3.2 Weakness Some aspects that need attention are uncertain incidents that affect the stability of the system operation, the high cost of the parts and technology for the product, and shortage of technical staff for this system. Fatakia K., (2012) stated that the high cost of media production, especially in its television business, has affected the companys pricing strategy. Frankly, Sony lost about $6.3 billion in the past eight years due to this which lead to lose of market shares to Samsung and LG. 3.3 Opportunities Sony could penetrate into a new market of gaming consoles in gaming industry for a long term. It is because it is marketed to both novice and expert gamers and is not restricting to the age of individuals. With this technology in hand, Sony would consider having partnership with military, aero industry and space industry to create field or cosmic simulator for teaching and training purposes. Moreover, there would be an evolution in offering a platform for social networking. 3.4 Threat Several factors that concern Sony regarding the launching of Cita-Vita are the interference of competitors relating to the safety of this product causing consumers to have difficulty to accept. The impact of compliance regulations on health and safety as well as economic condition in different areas would also delay the recognition of the product and to be widely used. Even before, the companys Playstation network was hacked, resulting in leakage of customer information, such as credit-card data (Fatakia, 2012) and Sony was fined for  £250,000. Sony needs to enhance securities to protect gamers personal details. 4.0 Marketing objective With the development and production of Cita-Vita, Sony wishes to increase the market share significantly during that period which can be seen through sales. As reported by an author in Seeking Alpha, it is said that the soon to be released PS 4 by Sony will take away the market share from XBOX (Anon 2013). The new product Cita-Vita will be able to take even more shares as PS 4 is just an extension of the existing Playstation models. Sony should opt for a 70% increment for a year. This can be done by increasing the market share and customer value. The increasing in the shares value indicates that the company is having a positive prospect. By giving satisfying customer values, the revenue of the sales will increase which lead to the increase in companys standings hence, the share price. Other than that, the companys strategic planning and making decision to set appropriate recourses, business environments, and human resources, like serving customers through suitable staff and retailers , who can deal with customer more efficiently will guarantee higher customer satisfaction. 5.0 Strategies 5.1 Product Strategy The gaming headgear, Cita-Vita consists of 3 levels which are core benefit, actual product and augmented product. 5.1.1 Core Benefit Cita-Vita is a product which is specially made to provide virtual reality experience for all users especially gamers. Virtual experience can be says as the stimulation to enable people to interact with the artificial 4-dimensional visual or other sensory environment in games. It provides a 360 degree game environment experience. 5.1.2 Actual Product 5.1.2.1 Product Name The name of this gaming headgear is Cita-Vita. Cita has a meaning of other in Latvian while vita means life in Latin. This name represents the second life or another life that users will experience. 5.1.2.1 Features Cita-Vita comes in two colours which are black and white because these colours are regard as trendy by most people. The design of the headgear looks like a helmet. It has a single interface which covers the players face. This headgear stimulates five main senses of humans with high frequency electromagnetic microwave transmitter. It controls the users consciousness by redirecting the signals which the brain sends to the body to the machine itself and replace its own waves to stimulate the senses. This headgear uses electricity as its main source of power. The charger is plug-in at the socket provided on the left side of the headgear. The headgear also contains its own batteries which acts as a backup. Headgear also contains the USB port for installation of games and other software. The software or games can be installed by connecting with computer. Moreover, the headgear contains three indicators which are power (PWR), wide area network (WAN) and BLK. PWR will light up after the charger is plug-in. The other two buttons will also light up after the respective system requirements are fulfilled. 5.1.3 Augmented product There will be two-year warranty that comes with the product. The warranty covers most damages of the product except damage cause by the carelessness of the buyers such as improper handling of the product. 5.2 Promotion Strategies Two strategies are applied based on the introduction stage. Sony should use push strategy to promote product through distribution channels to final consumers. First, Sony will provide the product display stands or signs to retailers to create awareness to consumers. Trade deals which are price discounts given for meeting certain purchase requirements (Peter, Donnelly, 1997, pg156) are also offered, e.g. 10% off for 1 unit of Cita-Vita only after selling 50 units each time. For pull strategies, Sony relies on product advertising or consumer sales promotion (Peter, Donnelly, 1997, pg157) to build up consumer demand. Sony could organize events to induce consumers to try the product and give out free merchandises such as batteries if purchase is made on the spot. Another way is to use Sonys website to promote a price deal for pre-orders for limited time. Sony will use informative advertising, to introduce Cita-Vita to unaware consumers of its purposes, features and brand. Certain people are needed such as expert gamers or renowned individuals to promote the value of the product and develop desire or wants of other potential consumer that are moved by those who believed in the products value. Sony may use objective and task method for the promotional budget as Sony has large funds to achieve its promotional results globally. The advertising message of Cita-Vita is to provide life experiences. And it is executed with interesting style, format, words and tone. Medias such as television that covers mass audience and game magazines like PC Gamer which draw the readers attention and has high demographic and geographic selectivity could be use. Sony can publicize Cita-Vita and announce its release in press conference. This public relation cost lesser without including fees for time or space and has vigorous impact to the public. Medias would pick up the news and report about them. The public will have more trust in the product as it seems more credible. 5.3 Pricing Strategy As a new product being launched where competition does not exist, what price should be set for such cases? It is important to target the right customer and to develop the market growth for the purpose of being viable on the certain product. As Sony plans to introduce a new device, Sony has to set a base price level that covers the costs of sales while maintaining its reputation which is to provide high quality products. After estimating the amount to be spent on the production of this product and comparing the price of other consoles made by Sony, Sony should set the base price of Cita- Vita as $580. Basing on this, the sales of 7 million units is the break-even point for Cita-Vita where the cost of research and production is covered. As technological product are said to have a low product life cycle, Sony ought to use price skimming strategy. While taking into account psychological matter such as image pricing, higher prices which represent higher quality and odd even pricing will attract people to purchase the device. Thus it is recommended that Sony set a higher price during the first few months which is $699. Price strategies must be amended based on the market in short and long run, to retain sales. In the end, the success of the ideas is directly related to customer satisfaction. When consumers are satisfy with product, price can remain in the higher level. 5.4 Distribution strategy The last strategy to be discussed is the distribution strategy. This strategy involves looking into certain aspects such as where to make the product available and when to do so (Dibb. S, et al., 2006). There are times Sony is unable to deal with the customer personally due to reasons such as the cost, time and the geographical distribution of the customers. For this reasons, Sony ought to look for certain distribution channels that can help to sell Cita-Vita to more customers. As this is a new product, Sony is encouraged to start with exclusive distribution. Therefore, Sony should sell Cita-Vita directly via online or through a Sony Centre. Sony could start by allowing pre-orders from customers through their website. By doing so, Sony can then get a clearer picture on the type of customers who are interested and generate feedback from them. At the Sony centers, there will be expert staff that are able to explain the product functions and specifications to customers who are interested. Furthermore, Customers are certain that they can get the original version of Cita-Vita from the centers. After the feedbacks from the customers have been studied, Sony can then made final adjustments to Cita-Vita and start using other distribution strategies such as selective. Sony can sell the product in bulks to other electronic companies especially gaming centers. These retailers can help Sony to sell the product to a larger group of people all across the world. In addition, gaming centers are not only experts in this category but they as well have connections with a variety of customers and other businesses as well as understand how to deal with them well. Lastly, Sony could distribute them to internet cafes. Most young gamers go to these cafes to play computer games. By having Cita-Vita there, these young gamers are able to experience the thrill and excitement provided. This will pick their interest and it will be easier to persuade them to buy the product. 6.0 Recommendation and Conclusion Since this is a new product, there are many aspects which are still unstable as stated in SWOT analysis. Therefore, Sony has to hire more specialized workers in this and related field to make this product more secure with minimal defects. This will definitely attract more attention and develop more trust from customers to purchase Cita-Vita. In a nutshell, Cita-Vita is a highly potential product that allows Sony to maximize their sales. It has drawn the attention of many even though it is just an idea. This shows that there will be a demand and market for this product. It can be said that Sony is moving in the right direction with the development of this product. As to date, the research and development department of Sony has begun researching on this product. 7.0 Reference Anon, 2013, Top of Form Anon, 2013, Sonys PS4 Looks To Take Market Share From The Xbox [online] Available at: [Accessed 20 February 2013] Dibb S., et al., 2006, Marketing Concepts and Strategies, U.S.A., Houghton Mifflin Fatakia K., 2012, Sony Corporation: Strengths, Weaknesses, Opportunities, Threats [online], My Daily Finance, Available at: [Accessed date: 8th March 2013] Five Star Equities, 2012, Video Game Industry Set for Growth Global Game Market Forecasted to Grow to $82 Billion Five Star Equities Provides Stock Research on Sony and Majesco Entertainment [Press Release] 31 July 2012. Available at: [Accessed 13 February 2013] Sony Malaysia, [online] Available at: [Accessed 25 February 2013] Virtual Reality, [online] Available at: [Accessed 17 February 2013]

muslim teachings Essay -- essays research papers

Islamic teachings   Ã‚  Ã‚  Ã‚  Ã‚  The Islamic teachings about the care of the body have some similarities to our own culture. The guidelines of the care of the body are stricter in the Muslim life than in our culture. The care of the body is an important standard in the social behavior of their divine law.   Ã‚  Ã‚  Ã‚  Ã‚  Muslims believe that their body belongs to God and not to the person. That body needs to be very clean and washing the body is part of their religious rituals. Muslim has standards and guidelines for the type of clothes they wear; it has to be simple and not overly seductive or luxurious. They are allowed to dress according to the newest fashions as long as they keep it simple. Clothing is one of the big differences in our culture. First is not required by any law of God the way we dress. In our culture some people dresses with luxury and that is a sign of wealth. Overly seductive clothes is not seen well by society, but is just a sign of bad taste and not forbidden by any law of the church. We dress the way we feel more comfortable with as long as it is with taste and within the moral standards of our society. Another aspect of the Muslim care of the body is perfumes. The good aroma of perfumes reminds Muslims of paradise. The three joys mentioned by Muhammad were the company of women, prayers and the perfume. This is one of the physical joys that Muslims enjoy. The good smell of perfume, the right clothes and the cleanliness o...

Korean Music Essay

Traditional Korean music includes both the folk, vocal, religious and ritual music styles of the Korean people. Korean music, along with arts, painting, and sculpture has been practiced since prehistoric times. Two distinct musical cultures exist in Korea today: traditional music (Gugak) and Western music (yangak). Korean Folk music Korean folk music is varied and complex, but all forms maintain a set of rhythms (called Jangdan) and a loosely defined set of melodic modes. Because the folk songs of various areas are categorized under Dongbu folk songs, their vocal styles and modes are limited. Therefore, currently scholars are attempting to categorize the Dongbu folk songs further based on different musical features. These songs are mostly simple and bright. Namdo folk songs are those of Jeolla Province and a part of Chungcheong Province. While the folk songs of other regions are mostly musically simple, the folk songs of the Namdo region, where the famous musical genres pansori and sanjo were created, are rich and dramatic. Some Namdo folk songs are used in pansori or developed by professional singers and are included as part of their repertories. Jeju folk songs are sung on the Jeju Island. They are more abundant in number than any other regional folk songs, and approximately 1600 songs are transmitted today. Jeju folk songs are characterized by their simple and unique melodic lines and rich texts. Pansori Pansori: is a long vocal and percussive music played by one singer and one drummer. In this traditional art form, sometimes rather misleadingly called ‘Korean Opera’, a narrator may play the parts of all the characters in a story, accompanied by a drummer. The lyric tell one of five different stories, but is individualized by each performer, often with updated jokes and audience participation. One of the most famous pansori singers is Park Dongjin (hangul). Many Koreans still enjoy this music. The National Theatre of Korea provides monthly opportunities to experience traditional Korean narrative songs or pansori. Where: National Theatre of Korea, Seoul City Hall, South Korea Pungmul Pungmul: is a Korean folk music tradition that is a form of percussion music that includes drumming, dancing, and singing. Most performances are outside, with dozens of players, all in constant motion. Samul Nori, originally the name of a group founded in 1978, has become popular as a genre, even overseas. It is based on Pungmul musical rhythmic patterns and uses the same instruments, but is faster and usually played while sitting down. Sanjo  is played without a pause in faster tempos. It is entirely instrumental music, and includes changes in rhythmic and melodic modes during an individual work. The tempos increases in each movement. The general style of the sanjo is marked by slides in slow movements and rhythmic complexity in faster movements. Instruments include the changgo drum set against a melodic instrument, such as the gayageum or ajaeng. ChÃ… ngak  means literally â€Å"right (or correct) music†, and its tradition includes both instrumental and vocal music, which were cultivated mainly by the upper-class literati of the Joseon society. The Yongsan hoesang is the main repertoire of instrumental chongak tradition and the most representative chamber ensemble of Korea. The title is derived from a Korean Buddhist chang with the short text ‘Yongsan hoesang pulbosal,’ which literally means â€Å"Buddha and Bodhisattvas meet at the Spirit Vulture Peak.† The Korean Buddhist music with the texts notated in the fifteenth-century manuscript Taeak Hubo was a vocal work accompanied by an orchestra. Nongak  means â€Å"farmers’ music† and represents an important musical genre which has been developed mainly by peasants in the agricultural society of Korea. The farmers’ music is performed typically in an open area of the village. The organization of nongak varies according to locality and performing groups, and today there are a great n umber of regional styles. Shinawi  means in broadest sense, the shamanistic music of Korea which is performed during a Korean shaman’s ritual dance performance to console and to entertain deities. In this sense of word, the term is almost identical with anoth er term, shinbanggok (lit. ‘spirit chamber music’), which indicated general shamanistic music performed at a folk religious ceremony known as kut. Salp’uri is a dance for soul cleansing and literally means : â€Å"to wash away bad ghosts†. Salpuri’s modern movements represent the shown human hopes and aspirations. Court/Ritual music Korean court music preserved to date can be traced to the beginning of the Joseon Dynasty in 1392. It is now rare, except for government-sponsored organizations like The National Center for Korean Traditional Performing Arts. There are three types of court music. One is called Aak, and is an imported form of Chinese ritual music, and another is a pure Korean form called Hyang-ak; the last is a combination of Korean and Chinese influences, and is called Dang-ak. Aak Aak was brought to Korea in 1116 and was very popular for a time before dying out. It was revived in 1430, based on a reconstruction of older melodies. The music is now highly specialized and uses just two different surviving melodies. Aak is played only at certain very rare concerts, such as the Sacrifice to Confucius in Seoul. Dang-ak Modern dangak, like aak, is rarely practiced. Only two short pieces are known; they are Springtime in Luoyang and Pacing the Void. Hyang-ak By far the most extant form of Korean court music today, hyangak includes a sort of oboe, called a piri and various kinds of stringed instruments.

East African Culture Reflects on Their Drama Using...

EKITI STATE UNIVERSITY ADO - EKITI FACULTY OF ARTS DEPARTMENT OF ENGLISH AND LITERARY STUDIES AN ASSIGNMENT ON: ELS 226 (MODERN AFRICAN DRAMA) SUBMITTED BY : GROUP 4 QUESTION: THE CULTURE OF THE PEOPLE DETERMINES ITS DRAMA. DISCUSS THE EAST AFRICAN EXPERIENCE AS EXEMPLIFY IN FRANCES LIMBULGA’S AMMATA, NGUGI WA THIONGO’ S I WILL MARRY WHEN I WANT AND JOHN RUGANDA’S ECHOES OF SILENCE. LECTURER-IN-CHARGE: DR OLANIYAN MRS LIST OF GROUP MEMBERS. OGUNFEIBO AYOKUNLE O 1002630 IBITOYE EBUNOLUWA ABIGAEL 1000154 ADEBIYI ADEBIMPE MOYOYINOLUWA 1000074 ADEOYE ADEDAYO DAVID 1000084 FADARE OLUYEMI ABIOLA 1000143 TALABI GABRIEL OLUMIDE 1000212 ADEBAYO BLESSING OLUWATOSIN 1000072 SHITU RISIKAT ADESOLA†¦show more content†¦As to the origin of drama, we can only assume that it developed from religious rites, because examples of such development are found in different places of the world, in Africa and elsewhere. Dramatic ritual is functional in traditional society, because rites are efforts to change the undesirable, or to maintain the desirable. Therefore they must be performed impeccably. When something goes wrong or is omitted, the effect will be lost and it has to be done all over again. Dramatic elements cannot be ignored in magic rites, but one can only then speak of drama when a separation is effected between two groups, where movement meets countermovement ( . . . ) where the leader of the dance separates himself from the choir and places himself in front of the others (Van der Leeuw 1955: 86). Of cours e it is difficult to mark a clear limit between dramatic ritual and drama. Originally everybody plays his part in the action, although some people may participate more actively than others. Gradually, forms are developed which assign the dramatic parts to one or several actors, while the rest of the people become audience. Thus a small group represents and expresses the pre occupations and emotions of the whole community. The question whether in pre colonial Africa real drama has existed is one of those typical examples of western ethnocentric thinking. Several Europeans have