XBOXAN IBP Analysis

Gagandeep SinghRebecca ThompsonYoshiko OhashiSean LiFrank Liu

Overview• Founded by Bill Gates and Pau

l 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

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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

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Competitors

Segmentation• Age• Gender• Gamers

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Agechildren• digital generation• demand

teenagers• having fun• following the trend• social and communication adults• pressure• economic ability elder people• lots of free time

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Gender

• men• women

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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 g

eneral people– More focus on media (movie, music, p

hoto)– Xbox live

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Positioning• “all-in-one” multimedia enterta

inment hub • TV viewers of all types and ga

mers • The Xbox 360 for short-term pl

ay• The Xbox One for long-term pl

ay

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Price

Communication Strategies

Traditional Marketing• Television ads• Dedicated Magazine• Retail outlet flyersNon-traditional methods• Social Media• YouTube “Lets Play”• Convention/Special Event

sponsorship and promotions

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QUESTIONS?