A presentation about the popular XBOX 360 brand of Microsoft. This was created as simulation of what I would present to a brand manager about the insights discovered conducted during marketing research. CCC 2009

1. Tim PerkinsThe The Power of Microsoft’s XBOX 360 Brand Consumer Behavior12/8/2009 Timothy Perkins

3. Second game console released by Microsoft

4. Released in December 2005

5. Global launch

6. 31 million consoles sold worldwide –(August 2009)

8. Weaknesses

9. Increased demand from competitors

11. Market Segmentation Age- young males (preferably) from ages 16 to 21 Income - <$10,000+ Lifestyle-digital entertainment lifestyle Socio-economic status – Gen X, GenY, Tweens Family Life cycle-Single I, Full Nest I and II w/o kids Nationality –all ethnic backgrounds Language/religion?-English, Spanish, French, German, Italian, Portuguesese, Japanese, Korean, Chinese, Polish, Russian

12. Influences/Values Informational Influence- a consumer who plays the XBOX 360 with a friend or by talking to influencers who provide information about the console Affordable= $249 Valued Customer Service T

13. ConsumerPerception ‘ A hardcore gaming system “Green,grey,green color=- high quality Convenience –Unlimited ways of having fun The “future of gaming today and tomorrow” br />State of the art technology Best games titles

14. Learning Low Involvement Product Consumer don’t have to research the product to buy it Highly Visual TV Commercial ad that stimulate Long Term Memory, media, word of mouth, and Internet Detailed information on the labeling and packaging of the XBOX 360 Launching over 100 ad campaigns Capitalizing through cross branding other products and subscriptions like ZUNE,XBOX LIVE, and Netflix

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