Creative Brief Essay

5687 words - 23 pages


Our target product chosen is the Xbox 360+Kinect gaming console. Launched in November 2010, it held the Guinness World Record for being the fastest selling consumer electronics device from 2010 to 2012 (BBC 2012). This is a good indicator of how the Xbox 360 + Kinect has captured its target market in a growing games industry which promotes family bonding through entertainment.

1.1 Market Share and size of market
Currently, Xbox 360 holds 47% share of the overall current-generation console market, with Kinect sales accounting for 19 out of 67 million copies of Xbox consoles sold (Microsoft Corporation 2012). Enabling Microsoft to achieve 13.3% of the current market share in the ...view middle of the document...

1.4 Depth and Breadth of product range
The product range for Xbox 360 includes the Xbox 360 250 GB Console, Xbox 360 4GB Console, Xbox 360 250 GB Console with Kinect and Xbox 360 4GB Console with Kinect. Being a major competitor in the IT industry, Microsoft also produces an extensive range of other products namely Windows Phone, Windows Operating System, Bing search engine, Office and Office 365 productivity systems, Windows Azure platform for cloud computing.

1.5 Product positioning
The Xbox 360 + Kinect is positioned as an innovative gaming console with state-of-the-art technology that provides casual yet interactive entertainment for the family.

Figure 3. Perceptual Mapping of Xbox 360+ Kinect 360 and other gaming consoles.


Playstation 3 Playstation Move

Xbox 360 Xbox 360 + Kinect Wii
1.6 Product life cycle stage

Figure 4. Product Life Cycle. Source: (Tom Spencer 2012)

Product Life Cycle (PLC) depicts the individual stages in the life of a product according to the amount of revenue generated. With record high sales, Xbox 360 + Kinect has progressed to the ‘Maturity’ stage. During this stage, Xbox 360 + Kinect’s focus should be on product differentiation to retain market share whilst maximizing profit (Tom Spencer 2009).

2. Competitors
Marketing Mix 4P | Playstation 3 + Move | Nintendo Wii |
Product | Functionality | -Entertainment-Ultimate gaming experience- Wrist and body movement detection- Game motion control-Family bonding sessions-Online gaming system with friendsInternet access-Videos and photos application | -Entertainment-Game motion control-Family bonding sessions-TV shows and movies -Body movement detection -Internet access and applications -Video applications |
| Appearance | Dimensions:- 65 mm =Height- 290 mm = Width- 290 mm=Depth- 3.2 kg = Weight=> ADD ONS- ‘Wand Like’ move motion controller- Eye camera like- Navigation controller-sub controller | Dimensions: - 44 mm (1.75 inches) = Height- 157 mm (6 inches) = Width- 215.4 mm (8.5 inches) = Depth - 2.65 pounds (1127g) = Weight=> ADD ONS- Wii remote plus- Nunchuk- motion-sensing technology, along with two buttons and a Control Stick |
| Quality | - Sony, Toshiba and IBM designed Cell microprocessor CPU- Bluetooth 2.0 wireless radio communication- Lithium-ion battery- Graphics processing of 480i/576i SD up to 1080p HD.- Blue ray discs- 1-2 megabytes of system memory - Vibration-based technology- Magnetometer is also used for the controller's orientation- Dolby digital sound | - CPU: IBM PowerPC-based - 512 megabytes of internal flash memory - Memory Card -Graphics: ATI “Hollywood”- Wii Optical Disc- Connectivity of Wi-Fi and Bluetooth built-in wired and wireless broadband Internet capability- Minimization of power consumption - "Sleepless" WiiConnect24 mode whereby console is quiet |
| Service/Support | PlayStation® Service CentreEast Point Mall, No.3 Simei Street 6,...

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