Post on 06-May-2015
description
Phillip T. Lee, Jonathan Nausner
03-dec-2003
strategic development
presentation
microsoft Xbox
THE PRODUCT
Introduced in November 2001
The Competition
Sony Playstation 2
Introduced October 2000
Nintendo GameCube
Introduced November 2001
The product
0
200
400
600
800
CPU Graphics CPU Memory Polygons/sec Memory BW
Microsoft XBox Sony Playstation 2 Nintendo GameCube
Qualitated Graph – Source: http://www.videogamemovies.net/specs.shtml
The product
Qualitated Graph – Source: http://www.videogamemovies.net/specs.shtml
Microsoft XBox Sony Playstation 2 Nintendo GameCube
Hard Drive yes no no
Controller 4 2 4
DVD upgradable yes no
Broadband enabled upgradable no
Networking yes no no
Dolby Digital 5.1 yes no no
The MARKET
20%
59%
21%
XBox PS2 GC
Source: The Edmonton Journal, May 2003
The MARKET
Source: Interactive Digital Software Assoc.-Bear Stearns, Informa Media Group
market size
2002:
$5.5 billion Video Console Software$4.3 billion Video Console Hardware
Since 2000 bigger than U.S. total Box Office Revenues.Expected market growth
$49.9 billion in 2001
to$85.7 billion in 2006
(all gaming products)
The MARKET
Best product.
Equal offer of games.
Two years in the market.
$ 2+ Billion spent on marketing/advertising.
...and still Nr.2.
Source: www.epinions.com
our research
• Internet
• Special Interest Magazines
• One-to-one Interviews
• Internet Forums
• 2 Focus Groups
• Natural Habitat Interviews (LAN-Party)
our research
• Internet Forums
our research
• LAN-Party
Target audience
Source: SRDS Lifestyle Market Analyst 2003
Single Males
Aged 18-24
Graduated Highschool
Some College
Demographics: Lifestyle “Play Video Games”
Meet Ben.
22 years old
A social guy who likesto hang out with his friends
Loves music and movies
First gaming console was aNintendo and if he would buyall of the gaming consoles but
has to settle for just one(the best one in his opinion)
Plays video games but doesn’t really considerhimself a hardcore gamer
He still likes to play sportsand go out
He isn’t easily impressedby commercials trying toreach his generation,he knows if the ad is phony
insight
People Play video gamesfor entertainment.
Duh.
insight
“A good video game is like a good book:
You don’t want to turn the machine off
until you have reached the last level.”
a Good video game lets
you immerse yourself
in the experience.
Playstation Ad “Double Life” – TBWA London
http://www.youtube.com/watch?v=6Bqq38WZctA
Nintendo Brand Ad
Nintendo Software Ad
strategy?
Playstation and Nintendo
TO CONVINCE people, aged 18-34
TO USE their console system
INSTEAD OF not playing games
BECAUSE they give you a break from everyday life
XBox Ad “Champagne” – Bartle Bogle Hegarty London
http://www.youtube.com/watch?v=mLPj8cgDOVk
strategy?
XBox
TRIES TO CONVINCE people, aged 18-34
TO USE their console system
INSTEAD OF not playing games
BECAUSE you should play more to have more fun.
But I already have a Playstation II.
play more?
What makes the
xbox
outstanding?
problems of the xbox
• playstation ii was out first.
• people do not know what
the XBox can do.
They know the technical features but not all understand how they improve the gaming experience.
• Games
XBox did not have enough good games in the first year. SOLVED.
• controller
The original controller was too big and unergonomic. SOLVED.
strengths of the xbox
• Best hardware
Potential
• Xbox live
Best online gaming service available
• systemlink
XBox is the only system that can be used in a network
• games
Halo. Producers develop with the XBox in mind.
insight
it is not important
how good a system is
in numbers and specs
but what it can do
for the game experience.
a new campaign
The new campaign – created by brand agency Landor – – stresses:
• Games No brand ads but game ads with a brand messages.
• online and network ability
New Slogan:
IT’S GOOD TO PLAY TOGETHER.
BOOORING.
You just broke Rule Number Oneof video console advertising:
NEVERNEVER
NEVER BORE THEM.
and you missed the spot:
Why is it good toplay together?
IT IS MORE FUN!
recommendation
Convince
To buy
instead of
because
more potential
=more fun
because
more players
=more fun
Tone
Be better than
just good.
Be Exciting.
Be Boastful.
Kick some ass.
do not worry about the feelings of the
other consoles.you are in another
league.
Think of:
vs.
Think of:
vs.
Think of:
vs.
Have fun.
promotional idea
bundle xbox with free halo
and a 2-month-trial of
xbox live
• Bundle all the strengths of XBox
“Halo is an awesome game, but paying $ 300 [for the console and the game] to own only one game is just too much.”
• Promote upcoming Halo 2
“Halo 2 is like a license to print money.”
billboard
Thank you.