Xbox One Marketing Strategy

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INDIVIDUAL ASSIGNMENT COVER PAGE MARKETING PRINCIPLES INDIVIDUAL ASSIGNMENT (20%) Submission Date : 21 JAN TUTORIAL CLASS : INTAKE 8 STUDENT NAME : ANG TIAN HUI ADMIN NO : 1370690H BRAND: XBOX ONE The Xbox One is a home video game console developed by Microsoft. Announced on May 21, 2013, it is the successor to the Xbox 360 and the third console in the Xbox family. It directly competes with Sony Computer Entertainment's PlayStation 4 and Nintendo's Wii U as part of the eighth generation of video game consoles. Microsoft and various publications have classified the device as an "all-in-one entertainment system.” PROMOTION Rational Appeal Adopting the rational appeal method of advertising for Xbox One is the…show more content…
Getting an odd pricing creates psychological effects as consumers will perceive as a lower price. For example, a carefully bundled deal for the Xbox One Gears of War: Ultimate Edition Bundle it’d include:  Xbox one 500GB console  Fall out Four Game Series  1 wireless extra controller  3.5mm Compatible wired headset  GoW game download  Ethernet cable The deal costs $299.99 and offers all these required components to function. Most importantly, it’s the seller who’s earning all the profits from each individual item which is far greater than the profit from selling the Xbox One console alone – because most components have a higher profit margin – these all costs combined is enough to cover up the discounted price of $299.99. MARKETING ENVIRONMENT Technological Forces will be one of the factor that affects the target market. One of the features of Xbox One could do would be interacting with televisions, such as voice controls that allow users to tell the console to “go to ESPN” or to change the volume with a voice command. Users also can watch broadcast and cable television on the Xbox through a connection to the cable or satellite…show more content…
Survive Early games focused on the basics. The challenge of early games lay in grasping the rules and surviving despite the odds. There was little to no story, and the challenge (and fun) of the game was solely built around besting the harder and harder challenges set in front of you. Examples include Pac-Man, early Mario games, Rogue, or Tetris. Progress As games advanced, they’ve become more in-depth. Once players grasp the basics of navigating a game world, they can progress, find better gear, and follow a story line. As they revisit earlier parts of the game, enemies that were once hard are now easy. Things change in the game world as the story unfolds. Think of games like Legend of Zelda, Super Metroid, and Final Fantasy. Socialize As games entered the networked era and the Internet became more prevalent, socialization was an obvious next step. Examples include World of Warcraft, the Call of Duty franchise, and Starcraft

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