Xbox Slideshow

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Presentation made for consumer behaviour class I am currently taking. For a group presentation.

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Xbox Slideshow

  1. 1. XBOX ...jump in...
  2. 2. Product Background • Original Xbox released 2001 in North America • November 2002: Xbox Live launched allowing subscribers to play online with others around the world as well as access to downloadable content • In 2004 Halo 2 becomes the highest grossing release in entertainment history making over $125 million in its first day • Xbox 360 released on November 22, 2005 • July 2005 Microsoft announces one million Live subscribers • By July 2007 the membership had increased to three million making it a very popular gaming service
  3. 3. Product Background Cont’d • In 2008 Xbox experienced biggest year – Life to date sales rose to 28 million – Lead competitor PS3 by more than 8 million units sold • New Xbox Experience launches November 2008 – Makes navigation easier – New community system – Ability to install games onto the hard drive - Netflix feature launches; holding over 12,000 movies and TV shows available to buy or rent in DVD/HD quality via download
  4. 4. Video Game Console Market • 2004-2006: industry increased by 50% – Growth attributed to increased hours of gaming • Main competition: PS3 and Wii • Experienced decline following the release of Nintendo Wii in 2007. – Outsold every month – Sales decreased by 33.6% in 2007
  5. 5. VG Console Market Cont’d • 2008 – Market dominated by Wii – Top 3 Consoles; Xbox ranks 2nd in total console sales to date, starting in January 2008 (North America)
  6. 6. XBOX Live Demographics - Gender - Income - 69% Male - 48% have household income > $30,000 - 31% Female - 26% have household - Age income > $50,000 - 55% age 18-34 - 31% age 35-44
  7. 7. XBOX Advertising Promotion
  8. 8. “Jump in” Ad
  9. 9. McClelland’s Trio of Needs – Strong need for achievement: regard • Power personal accomplishment as an end – Fulfills desire to control environment in itself – Controls others and various objects – Egotistic need – Relates to ego; self esteem – Self actualization need • Affiliation – Affected by friendship, acceptance and belonging • Achievement
  10. 10. Consumer Information Processing • Ad uses a peripheral route to persuasion •Peripheral cues are used •Leads to learning and discovery •Viewer’s focus on elements given •Attitudes or product choices are quickly formed
  11. 11. Uncovering Consumer Needs Using Laddering Functional Psychological Underlying Product Attribute Consequences Consequences Needs Feeling of Available Competition accomplishment Online Capability Interact with people Social Networking Need for affiliation over the internet Functional, Appealing ease and comfort of user is more capable and Ergonomic Design use enjoyable to use Xbox 360 Feeling of Achievment System Aquiring Achievments Need for achievment accomplishment Need for power and need Downloadable Media More appealing to access to HD content Ego needs prestige (Netflix) watch more features, and Next Gen Console user is more capable controls
  12. 12. Questions? Thank you!
  13. 13. Sources • http://www.researchandmarkets.com/reportinfo.asp?cat_id=0&report _id=544281&q=Video%20Game%20Market&p=1 • http://www.roughlydrafted.com/2008/01/31/video-game-consoles- 2007-wii-ps3-and-the-death-of-microsofts-xbox-360/ • http://advertising.microsoft.com/gaming/xboxcom- advertising?tab=overview • Schiffman, L.G., Kanuk, L.L., & Das, M. (2006). Consumer Behaviour. Toronto: Pearson Prentice Hall. • http://videoonlinegames.suite101.com/article.cfm/xbox_360_options _on_the_market •

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