The of Power of Microsoft's XBOX 360 Brand

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A presentation about the popular XBOX 360 brand of Microsoft. This was created as simulation of what I would present to a brand manager about the insights discovered conducted during marketing research.
CCC 2009

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The of Power of Microsoft's XBOX 360 Brand

  1. 1. Tim PerkinsThe The Power of Microsoft’s XBOX 360 Brand Consumer Behavior12/8/2009<br />Timothy Perkins<br />
  2. 2. The Product <br /><ul><li>Brand extension of XBOX
  3. 3. Second game console released by Microsoft
  4. 4. Released in December 2005
  5. 5. Global launch
  6. 6. 31 million consoles sold worldwide –(August 2009)
  7. 7. Product features </li></li></ul><li>Competitive Environment<br /><ul><li>Strengths
  8. 8. Weaknesses
  9. 9. Increased demand from competitors
  10. 10. Threats/Opportunity </li></li></ul><li>XBOX 360 vs. Sony PS3<br />
  11. 11. Market Segmentation<br />Age- young males (preferably) from ages 16 to 21<br />Income - <$10,000+<br />Lifestyle-digital entertainment lifestyle<br />Socio-economic status – Gen X, GenY, Tweens<br />Family Life cycle-Single I, Full Nest I and II w/o kids<br />Nationality –all ethnic backgrounds<br />Language/religion?-English, Spanish, French, German, Italian, Portuguesese, Japanese, Korean, Chinese, Polish, Russian <br />
  12. 12. Influences/Values<br />Informational Influence- a consumer who plays the XBOX 360 with a friend or by talking to influencers who provide information about the console<br />Affordable= $249<br />Valued Customer Service <br />T<br />
  13. 13. ConsumerPerception<br />‘<br />A hardcore gaming system<br />“Green,grey,green color=- high quality<br />Convenience –Unlimited ways of having fun<br />The “future of gaming today and tomorrow”<br /><br />State of the art technology <br />Best games titles <br />
  14. 14. Learning<br />Low Involvement Product<br />Consumer don’t have to research the product to buy it<br />Highly Visual TV Commercial ad that stimulate Long Term Memory, media, word of mouth, and Internet <br />Detailed information on the labeling and packaging of the XBOX 360<br />Launching over 100 ad campaigns <br />Capitalizing through cross branding other products and subscriptions like ZUNE,XBOX LIVE, and Netflix <br />
  15. 15. XBOX 360- Motives<br /><ul><li> We want customers to buy the XBOX 360 because they want the best in entertainment
  16. 16. Latent
  17. 17. Maslow Hierarchy of Needs/Product Appeal </li></li></ul><li>BBrand Personality <br />Stimulus characteristics<br />Colors-<br />The green signals onsets high-tech power and mystery.<br />Bright Green- its perception can be alien or outer world light. <br />Black- shows the XBOX power and prestige<br />Product design-sleek and futuristic <br /> Simple youthful design. <br />Optimistic with alien like X <br />The ultimate gaming sytem<br />Sold at local stores Target,Walmart, Electronic boutiques<br />XBOX triability at Point of Purchase <br />

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