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SECTION 1: PROJECT INTRODUCTION 第1节：项目介绍
问题或机会声明

THE PROBLEM OR OPPORTUNITY STATEMENT问题或机会声明
索尼公司（Sony Corporation）是世界三大视频游戏巨头之一。然而，进入二十一世纪，由于对手竞争激烈，日元贬值，经济危机，创新能力下降等因素，索尼的游戏相关业务表现不佳（Sterman，Jekarl和Reavis ，2011）。索尼在2013年2月宣布推出PlayStation 4（PS4），并希望通过推出PlayStation 4来帮助其游戏业务带来可观的经济收益。加拿大多伦多是索尼在北美最重要的市场之一。Sony Corporation (Sony) is one of the world's three giants of video game industry. However, entered the 21st century, due to strong competition of its opponents’, depreciation of the yen, economic crisis, the decline in their ability to innovate and other factors, Sony's game-related businesses have been performing poorly (Sterman, Jekarl and Reavis, 2011). Sony announced PlayStation 4 (PS4) in February 2013 and hoped to help their gaming business to bring considerable economic income through introduction of PlayStation 4. Toronto, Canada is one of the most important markets for Sony in North America. This report develops an integrated marketing plan for Sony's PS4, hoping that the results of this report can have a positive impact on improving the brand influence of PS4, increasing its market share and revenue in Toronto, Canada as well.

TABLE OF CONTENTS
SECTION 1: PROJECT INTRODUCTION………………………………………………………………….2
THE PROBLEM OR OPPORTUNITY STATEMENT…………………………………………..2
BACKGROUND…………………………………………………………………………………..2
SECTION 2: MARKETING COMMUNICATIONS OBJECTIVES, STRATEGIES, MIX & BUDGET………………………………………………………………………………………….3
MARKETING COMMUNICATIONS OBJECTIVES…………………………………………...3
MARKETING COMMUNICATIONS STRATEGIES…………………………………………...3
SECTION 3:  MARKETING PLANS – OBJECTIVES, STRATEGIES, TACTICS & BUDGET……….4
3.1 CREATIVE PLAN…………………………………………………………………………….4
3.2 PUBLIC RELATIONS PLAN ………………………………………………………………..5
3.3 MEDIA PLAN………………………………………………………………………………...6
3.4 EXPERIENTIAL MARKETING PLAN……………………………………………………...7
3.5 DIRECT RESPONSE PLAN………………………………………………………………….8
3.6 PERSONAL SELLING PLAN………………………………………………………………..9
3.7 DIGITAL INTERACTIVE PLAN…………………………………………………………...10
3.8 SALES PROMOTION PLAN……………………………………………………………….11
SECTION 4:  MARKETING PLAN MEASUREMENT & EVALUATION……………………………...12
REFERENCES………………………………………………………………………………………………...13

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