wc marketing blok 2 week 2

Hogeschool van Amsterdam Interactieve Media

WC Marketing blok 2 week 2


Agenda

Outline of blok 2 Goals Working method - “real-world” assignment, weekly

progress reports (weekly presentation) Assessment - final team presentation and exam

Forming teams for blok 2 assignment

Blok assignment briefing

Segmentation exercise

Homework


50+ Wii

Briefing - blok 2 team assignment


About the client

W! Games (www.wgames.biz)

Based in Amsterdam

Mission: To make fantastic interactive entertainment for a broad range of people

Only Wii games producer in The Netherlands

First game “My Horse and Me” is currently being checked for launch

Looking for ideas for their next project


The problem

W! Games are interested in developing something for the Wii aimed at a segment in the age group 50 t/m 64 This fits with their mission and is a very under-exploited

group and o if done well could generate a strong profit

They are looking for ideas for new products, but do not have the resources in-house to come up with a new concept


The assignment

You and your team are a group of product development consultants who have been asked by W! Games to develop a concept for a Wii game or application aimed at a segment within the 50 t/m 64 age group market

Specifically W! Games need: A product concept A pricing proposal A distribution plan


Conditions

The product must be a a game or an application that runs on the Wii platform

It should take advantage of the Wii’s unique interface and controller

The target group should be a segment within 50 t/m 64 year olds

The market is international, but the concept may be in Dutch or English

The product can be distributed through current Wii channels or use new channels


Deliverables

A pitch presentation outlining: The target group A persona for the user The product concept with visuals that allow the client to

understand the way the idea will work A pricing proposal and justification for this decision A distribution plan and distribution

The pitch should last no more than 10 minutes and will be given during the week beginning 7 January 2008


Homework for following werkcollege

As a team you need to create a presentation (around 5 minutes in length) of the results of your market orientation

This presentation should contain: Your debriefing Your market survey A description of your target market segment

You should be ready to present at the beginning of the werkcollege You should choose who will be presenting (this must rotate each

week so that every team member will have presented once)

You can use the attached worksheets to help you do the research


What is a debriefing?

A debriefing is an essential document in any project for a client

It is essentially a summary of your understanding of what the client has asked you to do

You do this to: Ensure you understand and highlight any questions Show the client your understanding of the project and

check that you are right


Debriefing format

The assignment What is the assignment in 2 or 3 sentences?

Client goals What are the client’s goals?

Conditions What are the main restrictions? What are the main opportunities?

Success indicators What would represent a success to the client?

Vision What would you see as a success?

All of these must be IN YOUR OWN WORDS, do not cut & paste from the client’s document!


Market orientation

Competitors (Who are W! Games’ ‘competitors? What are their strengths and weaknesses?)

Suppliers (Who are W! Games’ suppliers? Do you see any potential problems or opportunities?)

Intermediaries (Who are W! Games’ intermediaries? Do you see any problems or opportunities here?)

Stakeholders (Who are W! Games’ stakeholders / publics? What interests might the have in W! Games?)


Geographic variablesVariable Comment

World Region (e.g. Europe)

Continent

Group of countries (e.g. Benelux)

Country

Country size (large, medium, small)

Areas with country such as the Randstad,

City

City size

Area within a city (e.g. Amsterdam Centrum)

Population density (Urban, suburban, low density)

Climate


Demographic variablesVariable Comment

Age

Gender

Family size

Family life-cycle

Life stage

Income

Occupation

Educational level

Religion

Race

Nationality


Psychographic variablesVariable Comment

Social class (e.g. Upper, middle, lower)

Lifestyle

- Interests

- Hobbies

- Beliefs

- Attitudes

Personality type (e.g. extravert/ introvert, ambitious / satisfied, innvotive, traditional)


Behavioural variablesVariable Comment

Purchase occasion

Benefits desired

User status (Regular user, First-time user, Potential user, non-user, ex-user)

Usage rate

Loyalty (or potential loyalty)

Buyer readiness stage

Attitude to company / brand / product


Differentiation methods worksheet

Differentiation tool Comment

Product differentiation (how does IENS differentiate itself through its products?)

Services differentiation (how does IENS differentiate itself through the services it offers?)

Personnel differentiation (how does IENS differentiate itself through services its personnel?)

Image differentiation (how does IENS differentiate itself through services its image?)

Value positioning (what is IENS’s value positioning?)

wc marketing blok 2 week 2

Documents