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Xbox - An IBP Analysis
- 1. XBOX AN IBP Analysis Gagandeep Singh Rebecca Thompson Yoshiko Ohashi Sean Li Frank Liu
- 2. Overview • Founded by Bill Gates and Paul Allen in Albuquerque, New Mexico in 1975 • Current Revenue, $26.5B in December 2014. • Windows and Office are it's signature products and leaders in the market shares worldwide
- 3. 05/14/15 Current Market Situation • Xbox has the second largest marketshare after Sony's Playstaion. • Both brands compete with rolling out exclusive games. • Playstation's consumer base is large. • $15.4B of games sold in 2014. • Cinematic Ads for the games
- 5. Segmentation • Age • Gender • Gamers 05/14/15
- 6. Age children • digital generation • demand teenagers • having fun • following the trend • social and communication adults • pressure • economic ability elder people • lots of free time 05/14/15
- 8. XBOX 360 - Kinect • More focus on elder people and women • Body games (singing, dancing, sports games) • Before Xbox360 – more attention to hardware • After Xbox360 – more attention to experience – Exchange segmentation on gamers to general people – More focus on media (movie, music, photo) – Xbox live 05/14/15
- 9. 05/14/15 Positioning • “all-in-one” multimedia entertainment hub • TV viewers of all types and gamers • The Xbox 360 for short-term play • The Xbox One for long-term play
- 10. 05/14/15 Price
- 11. Communication Strategies Traditional Marketing • Television ads • Dedicated Magazine • Retail outlet flyers Non-traditional methods • Social Media • YouTube “Lets Play” • Convention/Special Event sponsorship and promotions