The brand I have chosen is the technology mogul Microsoft and its product Xbox 360. Microsoft is a company that mainly produces software for PC computers; however they have stepped out of their zone to produce this game console. Xbox was first introduced in 2001 which caused chaos around the world. Every child and man had to have this new game console. In 2006 just in time for the holidays, Microsoft re-launched its newest console, the Xbox 360.
The Xbox team strategy should consist of targeting:
Brand Strategy:
Target Market-
o Sex: Male
o Age: 13- 40
o Family income: medium to high disposable income
o Hobbies: enjoys computer games, video games, technology, sports, hanging out with friends, competitive activities
o Technology Usage: Computer, TV, Mobile Phone, other game consoles
o Children and teenagers in families with disposable income, young adults, students, professionals living on their own. Also young couples with money to spare.
Positioning-
X Box 360 should put up pop up stores that allow customers to test out a variety of games, and then allow them to purchase games and game consoles if they wish to. These pop up stores should be placed in most major cities like London, New York, San Francisco, Tokyo, Hong Kong, Dubai, and other metropolitan cities. They should also provide stand up tills at shopping malls and department stores that allow passer-bys to enjoy a test drive of the game console. This allows bored male shoppers to have some sort of entertainment while waiting on their female companions to finish shopping.
Competitors-
Sony Play Station 2, 3
Nintentdo Game Cube
Nintendo Wii
Brand Proposition:
Products-
The Xbox 360 allows players to challenge each other via internet. It also allows the players to talk to each other while playing via headset. The controllers are all wireless which provides a tidy and hassle free environment while playing. The game console also can play DVDs, CDs, and Blu- Ray DVDs, combining not only entertainment for those who play video games but also members of the family who watch movies.
Prices-
Xbox 360 Game Console- ₤280
Xbox 360 Games- ₤15 ~ ₤65
Xbox 360 Wireless Controller- ₤35
Xbox 360 Headset- ₤45
Xbox 360 External Hard Drive (120GB) - ₤105
Xbox 360 Guitar Hero Guitar Set- ₤58
Xbox 360 Rock Band 2 Game Set- ₤133
Xbox 360 Halo 3 Game (best selling) - ₤35
Promotion-
Xbox 360 produced a few controversial advertisements that caused some ads to be banned from television. The Xbox team also produced a blog online to hype up the launch of the new game console. The launch of the new game console was timed perfectly for the holiday season of 2006. The company allowed customers to test out the new console by placing stands inside shopping malls, electronics stores, and having pop up stores in cities like Tokyo; where one can go in to the store and test out games.
Brand Expression and Communication:
Overall Xbox has a very strong brand personality and knows exactly who they are targeting. They not only have reached their target customers but they have also reached out to those on the sidelines. By including DVD functions on the Xbox, it allows non gamers to enjoy the console too. The brand’s only concern is brand loyalty, however if they continue to give what the consumers want, surely they have nothing to worry about.
Recommendation-
A recommendation to the Xbox team is that those female counter parts of those male gamers would also like to share in the joy of gaming. However, this may be difficult as some of the games are just too violent, or male oriented. Xbox has tried to include other by broadening their console abilities however it is less successful than the Nintendo Wii. The Wii has produced a new product called the Wii Fit, which allows the user to do home exercises, yoga, and other fun activities on a small mat. Products like this could help Xbox draw in more female consumers.
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