Brand Equity Model For Microsoft Xbox 360 Elite




               Game console




                          BY -> -- Pra...
   About
    •Name Xbox 360
    •Type Game console
    •Compatibility MS Windows XP Media Center compatible
    •Enclosur...
Market share and usage for the product




Source==http://farm4.static.flickr.com/3603/3427118784_275f09146d_o.jpg
COMPETITION WITH PSP
           Sony Play station                                   Xbox 360

1. Price-$399 for the 80GB v...
Knowledge matrix (Brand
 Awareness)             Recognition
                           Unaided recall
                    ...
KNOWLEDGE MATRIX (BRAND AWARENESS) RATING DONE

|---1---2---3---4---5
|___________|


  1. Brand not recognized at all


 ...
PREFERENCE METRICS
                              Familiarity
                              Consideration
                 ...
PREFERENCE MATRIX



|---1---2---3---4---5
|________|


  1. Brand not preferred at all


   2. Xbox is preferred as a opt...
Market share distribution monthly basis




Source--http://www.tgdaily.com/images/stories/article_images/npd/200901/npdjan...
FINANCIAL METRICS
                           Market share
                           Price premium
                       ...
FINANCIAL MATRIX



|---1---2---3---4---5
|__________|


  1. Brand not making profit at all


   2. Xbox is considers as ...
Performance Dimensions

      Primary characteristics & supplementary features
      Good (all the base features for the...
Performance Dimensions ( Scaling)


 1.   Worst (lacks any feature to sustain in the market)
 2.   Bad ( has omitted major...
Imagery Dimensions ( Scaling)


1. Worst            (lacks any feature to retain the image)
2. Bad              ( has om...
Judgment Dimensions

      Brand quality Better ( as a Microsoft product the value
      for money is awesome, and quali...
Judgment Dimensions ( Scaling)


1. Worst            (lacks any feature to retain the image and feature to
              ...
Average scaling on the different Matrices

  Knowledge matrices Preference matrices   Financial matrices
                 ...
Xbox 360 elite the name resides in the minds of gamers (consumer)

 1. Attitudes - As a Microsoft product the any Xbox pr...
Rating done for recognisation and recall


Scale 1 — brand not know to anyone and domestic product
Scale 2 — brand known i...
Rating done for strength and clarity
Scale 1 — brand not having any feature
Scale 2 — brand having common known features
S...
|-1-2-3-4-5-6-7-8-9-10-|
  |______ _|


Rating done for awareness and consumption



Scale 1 — people don’t know about the...
Overall Average Rating ( On Brand Salience)

|-1-2-3-4-5-6-7-8-9-10-|
|______|



Brand pyramid



                       ...
Conclusion

1. Xbox 360 elite is a well established brand on its own. Microsoft has
   developed a product they can bank o...
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Xbox (Pratik Negi)

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Xbox (Pratik Negi)

  1. 1. Brand Equity Model For Microsoft Xbox 360 Elite Game console BY -> -- Pratik Negi -- ISBE { 09-11 } SS -- Brand Management
  2. 2.  About •Name Xbox 360 •Type Game console •Compatibility MS Windows XP Media Center compatible •Enclosure Color Black Game Console •Color Support Color •Media Type DVD ROM Processor •Type IBM PowerPC 3 cores 3.2 GHz •Installed Qty 1 •Floating Point Performance 1000 GFLOPS Memory / Storage •RAM Installed ( Max ) 512 MB ( 512 MB ) GDDR3 SDRAM - Integrated •Cache Memory 1 MB •Storage DVD-ROM 12x - Tray •Hard Disk Drive Yes •HDD Capacity 120 GB
  3. 3. Market share and usage for the product Source==http://farm4.static.flickr.com/3603/3427118784_275f09146d_o.jpg
  4. 4. COMPETITION WITH PSP Sony Play station Xbox 360 1. Price-$399 for the 80GB version, and 1. Price-$299 for a 60GB version, and $399 $499 for the 160GB version for a 120GB Elite. 2. Processor-The CPU of the Play station 3 2. Processor-The Xbox 360 sports a custom is a 3.2GHz Cell Broadband Engine with 3.2GHz G5 with 3 dual-threaded cores up to 8 "synergistic" processing units. 3. Graphics- The Play station 3 uses an 3. Graphics- Xbox 360 uses a custom ATI nVidia RSX "Reality Synthesizer" processor with 48 unified pixel/vertex graphics processor (GPU) with 24 pixel pipelines. pipelines and 12 vertex pipelines 4.Drive- The PS 3 optical drive is a slot loading Blu-ray BD-ROM drive. It can 4. Drive-The Xbox 360 has a tray load Dual- launch games or play DVD movie discs Layer DVD-ROM drive. or Blu-ray movie discs 5. Video support-The PS3 has an HDMI 5. Video support-Xbox 360 the best quality port and supports 1080p. That comes in video output is component and maxes at handy with our new Sony 46" 1080p 1080i. The Xbox 360 Elite, however, does LCD flat panel screen include an HDMI port and supports 1080p.
  5. 5. Knowledge matrix (Brand Awareness) Recognition Unaided recall Aided recall Top-of-mind recall Recognition  well known brand and readily recognized in the gaming world. Unaided recall  no need to bang consumer head for the market presence of the gaming pod Aided recall No need of Aided recall as established brand and less competitors Top-of-mind recall Yes when comes to buying a Game Pod, Xbox 360 elite is definitely a consideration for many Game lover because of the popularity and Mother company {Microsoft}
  6. 6. KNOWLEDGE MATRIX (BRAND AWARENESS) RATING DONE |---1---2---3---4---5 |___________| 1. Brand not recognized at all 2. Xbox is sometimes recognized as a option for gaming console when options are there 3. Xbox 360 is known over many other range of products available 4. Its survival in the cut throat competition make it known product. 5. Has surpassed every competitor and a dominant player ( dictating the market)
  7. 7. PREFERENCE METRICS Familiarity Consideration Purchase Usage and Loyalty Familiarity Yes a familiar brand to all the elite consumers. Consideration Yes a biggest consideration when comes to buying the product for in the entertainment sector (gaming world). Purchase The Price being bit high is a hindrance in the sale of product Usage and Loyalty features incorporated and the technical advancements done Have paid off. Is a user friendly product and customer are loyal to brand
  8. 8. PREFERENCE MATRIX |---1---2---3---4---5 |________| 1. Brand not preferred at all 2. Xbox is preferred as a option for gaming console with other options preferred over Xbox 360 elite 3.Preferred over other product range but sometimes lack in few features. 4. Xbox 360 is preferred mostly over many other range of products available 5. Has surpassed every competitor when comes to preference as a game machine
  9. 9. Market share distribution monthly basis Source--http://www.tgdaily.com/images/stories/article_images/npd/200901/npdjan2009msh.jpg
  10. 10. FINANCIAL METRICS Market share Price premium Revenue Transaction value Market share  Bit fluctuating but has maintained a steady market share Price premium Its bit on a higher side as compared to other market competitors giving same feature with base prices Revenue still the segment is very competitive the brand has still contributed to Microsoft’s loss making brand Source-- Despite More Revenue, Xbox 360 Division Profits Down | Binge Gamer Growth Rate thus maintaining a average growth rate
  11. 11. FINANCIAL MATRIX |---1---2---3---4---5 |__________| 1. Brand not making profit at all 2. Xbox is considers as a profit making option for Microsoft but hasn’t lived up to expectation. 3.financail independent product but has yielded average response for the company 4. Xbox 360 has done reasonably well in the market. 5. Has surpassed every competitor and is a asset to the company.
  12. 12. Performance Dimensions Primary characteristics & supplementary features Good (all the base features for the game console to be competitive are present in the Xbox360 elite) Style and design Best ( As a market fighter and consistent improvement’s are being added in the Xbox series. The design, patterns are best in the class to be used at professional level as well) Product reliability, durability, serviceability Good ( As being in the electronic class, the features incorporated are good after sales service, + the durability is not a concerned as the product itself can be revamped or improved) Service effectiveness, efficiency Good (As market Expectation) Price  Bad (In this index the product Xbox 360 has lost the major market because other companies are projecting same features at less price with same Configuration.)
  13. 13. Performance Dimensions ( Scaling) 1. Worst (lacks any feature to sustain in the market) 2. Bad ( has omitted major factors to be a competitor) 3. Average ( can work as a normal product) 4. Good (has some characteristics to sustain market) 5. Better ( is a product with majority common but necessary features) 6. Best ( add on features + features to be a market leader) 7. Incompatible ( is a un imaginary product has been a envy to competitors) |---1---2---3---4---5—6---7 |_____________|
  14. 14. Imagery Dimensions ( Scaling) 1. Worst (lacks any feature to retain the image) 2. Bad ( has omitted major factors to be a image generation of Xbox 360) 3. Average ( can work as a normal product can maintain image) 4. Good (has some characteristics to sustain market and created its image) 5. Better  ( is a product with majority common but necessary features and image cant be tarnished) 6. Best  ( add on features + features to build an efficient image) 7. Incompatible ( is a un imaginary product has been a envy to others |---1---2---3---4---5—6---7 |________________|
  15. 15. Judgment Dimensions Brand quality Better ( as a Microsoft product the value for money is awesome, and quality standard are well maintained ) Brand credibility Better (can be trusted not as a blindfolded approach but really it’s a product that can be trusted) Brand consideration Good (has incorporated all the features that are necessary for the product to be a success but other competitors are also giving a good fight ( price index a worry) Brand superiority  Average ( cant be termed as a market leader but as market fighter. But has made inroads in the market to be a good to go competitor for others )
  16. 16. Judgment Dimensions ( Scaling) 1. Worst (lacks any feature to retain the image and feature to sustain in the market) 2. Bad ( has omitted major factors to be a image generation of Xbox 360 and market competitor) 3. Average ( can work as a normal product can maintain a ) 4. Good (has some characteristics to sustain market and created its image and market penetration) 5. Better  ( is a product with majority common but necessary features and image cant be tarnished and has effectively made wonders in market) 6. Best  ( add on features + reliability is best with technical advancements) 7. Incomparable ( is a un imaginary product has been a envy to others) |---1---2---3---4---5—6---7 |_____________|
  17. 17. Average scaling on the different Matrices Knowledge matrices Preference matrices Financial matrices 3.66 3 |--1--2--3--4--5--| |_______| Average scaling on the different dimensions Performance dimension Imagery dimension Judgment dimension 5.33 3 |--1--2--3--4--5—6--7| |___________|
  18. 18. Xbox 360 elite the name resides in the minds of gamers (consumer) 1. Attitudes - As a Microsoft product the any Xbox product line item is readily excepted 2. Perceptions  Any Buyer tend to have +ve attitude because of the company Name 3. Images  Microsoft as company has a image which pushes Xbox dependability Brand Salience Dimensions • Recognition & recall  well established software manufacture behind the back and a well established Xbox brand to back the product, when it comes to buying game station (first name comes in every gamers mind is Xbox) |-1-2-3-4-5-6-7-8-9-10-| |_______|
  19. 19. Rating done for recognisation and recall Scale 1 — brand not know to anyone and domestic product Scale 2 — brand known in a smaller region and used in small part Scale 3 — brand not that popular fighting for survival Scale 4 — brand not able to penetrate the market as expected Scale 5 — brand able to live up to its expectation Scale 6 — brand has given stiff competition to others as expected Scale 7 — brand has fulfilled all the attributes forecasted Scale 8 — is a fighting brand making progress day by day Scale 9 — outclassed the competitors Scale 10— Is a must buy in the category • Strength & clarity  All this is because of the triangular battle with Nintendo and Sony play station. So all the brands are well recognized. And really a nightmare to select from the three .choosing the gaming pod |-1-2-3-4-5-6-7-8-9-10-| |_____|
  20. 20. Rating done for strength and clarity Scale 1 — brand not having any feature Scale 2 — brand having common known features Scale 3 — brand relatively successful in few aspects and features Scale 4 — only few features are distinct Scale 5 — brand able to live up to its expectation in terms of value for money Scale 6 — brand has given stiff competition to others as expected Scale 7 — brand has fulfilled all the attributes forecasted Scale 8 — is a market leader when comes to features but price is a limitation Scale 9 — outclassed the competitors Scale 10— Is a must buy in the category •Brand awareness and Purchase and consumption consideration Microsoft name which people trust blindly and features that are incompatible are assets to awareness and (as a niche product techno savvy people know the hardware and software behind the game pod)
  21. 21. |-1-2-3-4-5-6-7-8-9-10-| |______ _| Rating done for awareness and consumption Scale 1 — people don’t know about the brand Scale 2 — consumer hesitate to go or even ask for the product Scale 3 — consumer don’t really give a glance while opting for a game machine Scale 4 — consumer give preference to other brands bluntly Scale 5 — consumer’s have better option than Xbox 360 elite Scale 6 — brand has stiff competition to others as expected but sometimes preferred Scale 7 — brand is one of the options that fulfill the requirement (Microsoft tag works) Scale 8 — market leader when comes to purchase consumer opt for it majority times Scale 9 — outclassed the competitors, preferred in majority choices Scale 10— dominated the whole segment
  22. 22. Overall Average Rating ( On Brand Salience) |-1-2-3-4-5-6-7-8-9-10-| |______| Brand pyramid Overall brand rating Converting all the three ( 6.531/10 ) scales out 10 and then Taking the average Rating on Brand salience ( 4.66 / 10) Rating on different Avg Rating on Dimension of brand different matrices ( 5.33 / 7) ( 3.66 / 5 )
  23. 23. Conclusion 1. Xbox 360 elite is a well established brand on its own. Microsoft has developed a product they can bank on . 2. Xbox 360 elite is a Game console that is giving stiff competition to others in terms of technology, customer satisfaction but getting a hit when comes to price index 3. The brand equity model that can be suggested for the product would be more considered as “ Consumer centric and technical ” References www.google.com www.cnet.com www.barefeats.com www.hardcoreware.net www.xbox.com www.associatedcontent.com www.gwn.com www.answers.com www.betanews.com Thank you
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