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MICROSOFT XBOX ONE
Asad Hoosain BITW
PR ASSIGNMENT
INTRODUCTION : PR
• Involves a variety of programs.
• Critical component to a marketing plan.
• Integral part of your company's ongoing marketing plan.
• 1 of the most effective methods to communicate .
• Central focus of their promotional strategy
• Generate additional revenue through greater awareness and information for the products and services an organization offers.
CHANNELS USED
• Multiple social media networksVine,Vimeo, GroupHighMuck Rack
• Cross-channel promotion traditional print, media advertising
Sales Promotion andDirect MarketingBlogs
3.2
13.417.6
MEDIA CONSUMPTION
NewspapersTVOnline
PR AGENCY INVOLVEMENT
• Publicis Groupe (Razorfish & StarCom )
Digital CreativeSocial Mediamedia buying
• WPP (Wunderman)Direct marketing Data and Analytics
• Interpublic Group (IPG)B2B Assignments
• MDC (CP&B)Creative Dept
BULK – Publicis & WPP
A Microsoft spokeswoman declined to comment directly on the plans being described-
“We regularly evaluate our agency mix as a business best practice to ensure we retain the services that best fit the needs of our evolving business.”
X.ONE PR
• International preview tour for mainstream consumer media .
• Launch media push focussed on direct comparisons with the revenue set to be generated by Halo and those of blockbuster entertainment launches such as The Amazing Spiderman 2 and Divergent
– Red carpet launch and after party attended by a cast of high profile celebrities, mainstream media and paparazzi photographers
– In excess of 100 National pieces of coverage on the day preceding and day of launch
– A total launch window audience reach in excess of 724 million people
– 21 magazine front covers
– Top news item circulating on HT and TimesNow broadcast news the day preceding and day of launch.
XBOX ONE INDIAN MARKET PERSPECTIVE
• Heavily reliant on high speed internet access.
• Will your Xbox 360 games work on the Xbox One?
• Xbox Live Universe. • Price point.• Value for money .
X.ONE PR VS PS4 PR
• Stealth Marketing.• Asian Media Monitoring.• Crisis PR ?• Big Studios Involvement.• Market focus – Gamers vs Non-
Gamers.
CONTROVERSIAL ELEMENTS
• Always-on Internet connection.
• No exceptions .
• Additional Licensing Fee .
• Lack of providing extensive details.
CSR INITIATIVE
• Citizenship: Good corporate citizen – it supports good causes and protects the environment.
•Governance: Responsibly-run company – it behaves ethically and is open and transparent in its business dealings.
•Workplace: Appealing place to work – it treats its employees well.
• High Community Involvement
• Proactive & Predictive Monitoring.
• BEST –Major consistency over the past decade.
SUGGESTIONS
• Could have preserved their initial xbox one plans.
• PR execs could have created specific taglines and catch phrases
• Better display of advertisements.
• Blu-ray player system only.
• Could have responded to the pricing and used game issue.
• Could have paint a detailed vision of the future.
• Better time table scheduling.
• Articulate specifics to media.
CONCLUSION
• Launch new products and services.
• Reposition a product or service.• Create or increase interest in a
product, service, or brand.• Influence specific target groups.• Defend products or services that
have suffered from negative press or perception.
• Enhance the firm's overall image.
• Worldwide Sales Xbox One - 5 million PS4 -7 million
• Microsoft needs to throw us a few bones, and do so more regularly.
THANK YOU