Playstation is the leader in the console hardware and gaming software market; however,¡¡it has strong competitors such as Microsoft¡¯s X-box and the Nintendo Gamecube. They have begun onslaughts on Playstation in order to allocate their brand/product in the better position. Therefore, Playstation has to expand the range of its current target market to maximize its sales and to stabilize its market position. At the present, the majority of the Playstation players are mainly male (families, young professionals, students, and die-hard gamers). As the results of the research shows that was conducted by Playstation its clear that many woman buy games as gifts for partners and children, but do not play as much themselves. It also meant that woman have a strong possibility of being the main target market because of their accessibility to the games and their buying powers. At last but not least, Playstation wants to build its brand position as a supplier of games for the female target market of 12 C 45 year olds in order to increase its recognition from 10% to 25% by the end of the April C July advertising campaign. Also, it wants to induce trial of Double Act C Partners in Innocence by 5% of the target market and 25% of the same-aged male target market over the first winter of its release, as well as to sustain preference of Playstation as the gaming software of choice in the female target market evidenced by a repeat purchase ratio of 1 additional game during the winter period.
             By taking into consideration the research, which stated above, Playstation should target women as an audience not to mention the existing target market (families, young professionals, students, and die-hard gamers). The specific details of the female target audiences would be:
             ¡¤ Female in their age of 12 C 28
             Most of them aged 12 up to 22 are students living with their family. They like to hang around with friends and go for shopping etc, also the...