Xbox Brand Analysis: Market Research, IMC Plan, and Strategy Overview
VerifiedAdded on 2022/10/19
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AI Summary
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.
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