[광고 전략 게임 산업]XBOX 360 IMC

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XBOX 360 의 IMC Integrated Marketing Campaign에 대한 보고서와
프리젠테이션(보고서 끝에 PPT 이미지 첨부)

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Table on contents 2
Executive summary 4
Industry analysis 5
Industry Overview of the Toys & Games Industry 5
Economic Impact 6
Social Influence 6
Political/Governmental Influence 6
Technological Impacts 6
Game console buyer behavior 7
Microsoft XBOX Situation Analysis 8
Company Profile 8
Microsoft’s Home and Entertainment segment 9
Sales and Marketing expenses 10
Brand/Product Evaluation 11
Top-of-Mind Awareness 11
Consumer Segments 11
Microsoft XBOX 360™ SWOT Analysis 12
Strength 12
Weakness 13
Opportunity 14
Threat 15
Competitor Analysis 15
Nintendo 15
Sony 16
How Competitors are Communicating 18
Marketing Research 22
Focus Group 22
Field Research 22
Web Research 23
Secondary research 23
Brand Development Strategy 24
Brand Objective and positioning 24
Market Segmentation 24
Target Markets 24
Consumer Benefits 25
Communication Objectives 26
What Microsoft is doing now 27
TV Advertising 27
Printed advertising 27
Promotions 28
Media Objectives 29
Our Communication message-TV advertising 30
Our Communication message-Print advertising 32
Our Communication message-Guerilla advertising 33
Evaluation Criteria 33
Appendix 35
Reference List 35

본문내용

This IMC for the launch of the XBOX 360™ aims to achieve two main objectives:
• Sell 2.5 million units with in the first 90 days of the launch
• Improve the number of XBOX Live™ users to 2.5 million with in the first 90 days of the launch

The IMC covers the U.S. launch, on November 22, 2005, and the next 90 days following. With in this time frame, it is crucial that the campaign’s main effects are achieved. These objectives will allow Microsoft to position the XBOX 360™ as the perceived leader in online gaming, and top-selling console by the end of the first quarter in 2006.

The XBOX 360™ represents Microsoft’s second offering to the video game console market, following the introduction of the original XBOX back in 2001. This is still new territory for Microsoft, the world’s leading software developer. Microsoft is positioned to create an advantage in game development management with the increasing popularity of online gaming and the possibilities it provides.

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