Xbox Brand Analysis: Market Research, IMC Plan, and Strategy Overview

This report offers a comprehensive analysis of the Xbox brand, delving into its history, target customers, and market position. The report begins with an overview of the Xbox brand, including its launch, evolution of consoles, and the various services and applications it encompasses. It identifies the target customers as primarily hardcore male gamers and explores the market dynamics. A detailed situation analysis is then presented, covering the launch of the Xbox, Microsoft's intentions for brand repositioning, and the overall market context. The core of the report proposes an Integrated Marketing Communications (IMC) plan, outlining seven key steps Microsoft can adopt to enhance its market position, introduce the Xbox to new markets, and manage potential marketing crises. These steps include identifying campaign objectives, defining the target audience, conducting SWOT analysis, understanding the competition, fostering creativity, checking the 'big idea,' and consistent communication. The report concludes by emphasizing how the proposed IMC strategy can leverage customer data to refine marketing efforts and convey consistent messaging to both current and potential customers. The report is a student submission available on Desklib, a platform offering AI-powered study tools and resources.

Running head: XBOX BRAND 1
Xbox Brand
Institution
Student
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Xbox Brand
Introduction
Xbox video Microsoft gaming brand is the product which has been chosen to complete this
project. This particular project aims at discussing the situation analysis of Xbox based on market
research and under this section, pertinent subsections such as an overview of this brand, target
customers, and the market it is in will be discussed. Besides, the project explores into detail the
situation analysis of Xbox where various subject matters like launch of Xbox brand, Microsoft’s
intention of repositioning this brand, and context of the situation among other vital concepts. In
general, the primary purpose of this paper is to propose an Integrated Marketing
Communications (IMCs) plan through which Microsoft Company can: enhance its current
position in the market, introduce their Xbox brand into a new market and/or handle any sort of
marketing crisis.
Situation Analysis based on market Research
An overview of the brand
Xbox brand was firstly launched in America in 15th November 2001, along with the introduction
of original Xbox console. Xbox brand represents a series of video game consoles, streaming
services, applications (games), and an online service called Xbox Live all of which were
developed by Microsoft Company (Takahashi, 2011). Xbox brand was later on 22nd February
2022 introduced in Japan and on 14th March 2002in Europe and Australian markets. As at 30th
June 2013, around 78.2 million Xbox 360 consoles had been sold globally in various
international markets. On 22nd November 2013, Microsoft replaced Xbox 360 with Xbox one

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(Marshall, 2019). Xbox one unlike Xbox 360 placed more emphasize on internet-based features
such as the capacity to combine with a set-top box to watch satellite or cable TV through the
console with a Kinect-based voice control and an enhanced guide interface, and the ability to
record and stream gameplay. Later on in June 2016, Microsoft unveiled the final name of the
Xbox brand, Xbox one X which in 2017 started shipping worldwide selling at a retail price of
$499. Target customers for this Xbox brand are videogame players, mainly hardcore male
gamers who want to use the broadband access for online battles (Marshall, 2019). This group of
target customers consists of around 7 million males aged between 16-26 years Microsoft is also
targeting older more sophisticated users who will use the Xbox brand to not just to play
videogames but also surf the web-check emails, watch DVD movies, and listen to CDs (Lacher,
2004).
Situational Analysis
By introducing the Xbox product, Microsoft Company did not launch a new brand but entered a
completely new global market where the corporation did have experience yet (Lacher, 2004).
Upon entering the wider global market, Microsoft Company was compelled to position their
Xbox product in order to precisely find out who their target customers were and what marketing
strategy they would employ to become leaders in the game console marketplace. However, I am
suggesting to Microsoft to reposition their Xbox brand so that they can properly segment the
market and choose a successful marketing mix for this product. This firm needs to brand and
coordinate their communication efforts through a robust Integrated Marketing Communications
(IMC) approach that will enable them to generate a faultless experience for customers across
different aspects of the marketing mix. By integrating all marketing communication channels to

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work together, Xbox brand’s core image in the international marketing arena will be reinforced
(Harvey, 2017). Apart from enhancing their current position in the global market, Microsoft
Company will be able to manage marketing crisis of any sort that might affect their Xbox
product. Outlined below are seven IMC steps that Microsoft can adopt:
Identifying campaign objectives and potential limitations: Microsoft should first determine
which section of the marketing funnel they are addressing and what resources they have access
to. Also, at this juncture they should decide exactly what they want to attain with their efforts.
This may include boosting consumer loyalty and building consumer awareness amongst
customers who do not know about the Xbox brand.
Define the target audience(s): Microsoft should target an audience for the Xbox products and
this audience needs to be profitable, receptive, and accessible. The company can achieve this by
using data-driven approach, thinking strategically, and by use of customer insights discovered in
the research process.
Getting some insight: The best way to gaining some insights is conducting SWOT analysis.
Microsoft Company should analyze their strengths, weaknesses, opportunities and threats from
the targeted audience’s viewpoint.
Understanding their competition and identifying their competitive advantage: Microsoft can
perform a SWOT analysis on the level of competition in the global market from the target
audience’s point of view. This company’s marketers should comprehend that a good competitive
edge has a higher barrier of entry. However, analyzing the level of competition from other
companies will enable Xbox product to penetrate easier in the global market.

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Become creative: Creativity is vital and surprisingly it might be the only solution for most of the
marketing woes Microsoft is facing in selling their Xbox product. The select team tasked with
marketing Xbox brand should brainstorm a strategy because they are already adequately
informed about the contributing factors. It is vital while brainstorming about why an idea will
work or not to combine things, be audacious, and have fun with the process (Cousins, 2018).
Checking their “big idea:”After developing the big idea regarding Xbox product, Microsoft
should double check. The firm’s marketers should ask themselves; does this fit our strategy and
appeal to our audience? Does it have a lasting impact and does it set the Company apart from the
stiff competition in the global marketplace? Will it be difficult for the competing companies to
duplicate? If Microsoft answers yes to these questions, then it is probably in good shape as far as
marketing of Xbox product is concerned.
Communicate: Microsoft Company should consider the way they can tailor their ideas via
different mediums whilst maintaining the original message. Marketers responsible for promoting
the Xbox brand should think creatively of approaches through which they can communicate and
present their ideas through diverse mediums but maintain the primary message. Consistency in
communication is very important in solving various challenges faced in the marketing process
(Pono, 2016).
Conclusion
This proposed Integrated Marketing Communication (IMC) will enable Microsoft Company to
capture and use an extensive quantity of customer information to set and track their Xbox
brand’s marketing strategy. The IMC will help Microsoft to integrate all vital components of

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their brand’s marketing to convey similar messages to both existing and potential customers. It
will also go a long way creating brand awareness amongst the consumers at minimal
expenditures since this IMC will blend a number of marketing tools such as public relations,
advertising, direct marketing et cetera.

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References
Cousins, J., 2018. Creativity in Negotiations and Business. [Online]
Available at: https://medium.com/@johncousins_68418/the-role-of-creativity-and-
brainstorming-in-negotiations-and-business-6d77b08f4867
[Accessed 22 May 2019].
Harvey, S., 2017. Integrated marketing communications: What it is and why it matters. [Online]
Available at: http://fabrikbrands.com/what-is-integrated-marketing-communications/
[Accessed 22 May 2019].
Lacher, S., 2004. Business Report Microsoft Xbox. Marketing concept and strategy. Marketing,
Corporate Communication, Crm, Market Research, Social Media, p. 12.
Marshall, R., 2019. The history of the Xbox. [Online]
Available at: https://www.digitaltrends.com/gaming/the-history-of-the-xbox/
[Accessed 22 May 2019].
Pono, M., 2016. Strategic Communication: How to Develop Strategic Messaging and
Positioning. [Online]
Available at: https://medium.com/the-marketing-playbook/strategic-communication-how-to-
develop-strategic-messaging-and-positioning-3cc59689ca28
[Accessed 22 May 2019].
Takahashi, D., 2011. The making of the Xbox: How Microsoft unleashed a video game revolution
(part 1). [Online]

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Available at: https://venturebeat.com/2011/11/14/making-of-the-xbox-1/
[Accessed 22 May 2019].