Segmentation,targeting,positioning
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The document discusses segmentation, targeting, and positioning for the Microsoft X-Box video game console. It segments the target audience as males aged 13-30 from urban cities and tech schools with a household income over 5 LPA who are frequent online gamers. The targeting focuses on tech schools and colleges with high fees, households with income over 5 LPA, and frequent online gamers identified from social media. The X-Box is positioned as a luxury product that provides an advantage in the consumer's mind due to the Microsoft brand.
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Segmentation,targeting,positioning
- 1. SEGMENTATION,TARGETING,POSITIONING FOR MICROSOFT X-BOX Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics, or behaviors. Targeting is the actual selection of the segment to serve. Positioning is the use of marketing to enable people to form a psychic image of your product in customer minds (relative to other products).
- 2. ABOUT MICROSOFT ( X-BOX) Developer Microsoft Type : video game console Price : rs.27,950/-. Manufacturer : Flextronics, Wistron , Celestica,Foxconn. Retail availability : November 22, 2005 Units sold Worldwide : 83.7 million (as of March 31, 2014) Media : DVD, Compact Disc, Download.
- 3. Segmentation • AGE:13-30 • GENDER :MALE • PLACES : • URBAN CITIES(TIER 1,TIER 2,TIER3) • TECH SCHOOLS,COLLEGES. • GAMING ZONES(SHOPPING MALLS) • HOUSEHOLD INCOME(>5LPA). • FREQUENT ONLINE GAMERS.
- 4. TARGETING (PURCHASING POWER, WILLINGNESS,DESIRES fOR GAMING) • TECH SCHOOLS,COLLEGES(City Schools & Colleges With High Fee Structure) • HOUSEHOLD INCOME >5lpa(senior Grade Govt Employees, IT Employees, india Census) • FREQUENT ONLINE GAMERS(We Can Get Users Data From Facebook,rockstar Games etc.)
- 5. POSITIONING • MICROSOFT X-BOX is a luxury and exclusivity PRODUCT. • MICROSOFT Brand/Image Value influence Consumer perception Of A Brand and creates Advantageous position In The Consumer’s Mind.
- 6. SMS • MICROSOFT X-BOX TAKES YOU TO THE WONDER WORLD, MAKES YOU TO DO UNBELIVEBLE THINGS.
- 7. Communication Medium For Target Audience • E-ADS IN FACEBOOK GAMING ZONE/ GAME APPS , POP-UPS IN TOP RATED GAMING WEBSITES .