This is a presentation I made as final project for my Account Planning class at OU. It is outdated but it still is a great example of a good argument in a presentation.

1. strategic development
presentation
microsoft Xbox
Phillip T. Lee, Jonathan Nausner
03-dec-2003

3. THE PRODUCT
Introduced in November 2001

4. The Competition
Sony Playstation 2 Nintendo GameCube
Introduced October 2000 Introduced November 2001

5. The product
Microsoft XBox Sony Playstation 2 Nintendo GameCube
800
600
400
200
0
CPU Graphics CPU Memory Polygons/sec Memory BW
Qualitated Graph – Source: http://www.videogamemovies.net/specs.shtml

6. The product
Microsoft XBox Sony Playstation 2 Nintendo
GameCube
Hard Drive yes no no
Controller 4 2 4
DVD upgradable yes no
Broadband enabled upgradable no
Networking yes no no
Dolby Digital 5.1 yes no no
Qualitated Graph – Source: http://www.videogamemovies.net/specs.shtml

7. The MARKET
XBox PS2 GC
20% 21%
59%
Source: The Edmonton Journal, May 2003

8. The MARKET
market size
2002:
$5.5 billion Video Console Software
$4.3 billion Video Console Hardware
Since 2000 bigger than U.S. total Box Office Revenues.
Expected market growth
$49.9 billion in 2001
to
$85.7 billion in 2006
(all gaming products)
Source: Interactive Digital Software Assoc.-Bear Stearns, Informa Media Group

9. The MARKET
Best product.
Equal offer of games.
Two years in the market.
$ 2+ Billion spent on marketing/advertising.
...and still Nr.2.
Source: www.epinions.com

10. our research
• Internet
• Special Interest Magazines
• One-to-one Interviews
• Internet Forums
• 2 Focus Groups
• Natural Habitat Interviews (LAN-Party)

11. our research
• Internet Forums

12. our research
• LAN-Party

13. Target audience
Demographics: Lifestyle “Play Video Games”
Single Males
Aged 18-24
Graduated Highschool
Some College
Source: SRDS Lifestyle Market Analyst 2003

14. Meet Ben.
22 years old Plays video games but
doesn’t really consider
A social guy who likes himself a hardcore gamer
to hang out with his friends
He still likes to play sports
Loves music and movies and go out
First gaming console was a He isn’t easily impressed
Nintendo and if he would buy by commercials trying to
all of the gaming consoles but reach his generation,
has to settle for just one he knows if the ad is phony
(the best one in his opinion)

15. insight
People Play video games
for entertainment.
Duh.

16. insight
“A good video game is like a good book:
You don’t want to turn the machine off
until you have reached the last level.”
a Good video game lets
you immerse yourself
in the experience.

17. http://www.youtube.com/watch?v=6Bqq38WZctA
Playstation Ad “Double Life” – TBWA London

18. Nintendo Brand Ad

19. Nintendo Software Ad

20. strategy?
Playstation and Nintendo
TO CONVINCE
people, aged 18-34
TO USE
their console system
INSTEAD OF
not playing games
BECAUSE
they give you a break
from everyday life

21. http://www.youtube.com/watch?v=mLPj8cgDOVk
XBox Ad “Champagne” – Bartle Bogle Hegarty London

22. strategy?
XBox
TRIES TO CONVINCE
people, aged 18-34
TO USE
their console system
INSTEAD OF
not playing games
BECAUSE
you should play more
to have more fun.

23. play more?
But I already have a Playstation II.

24. What makes the
xbox
outstanding?

25. problems of the xbox
• playstation ii was out first.
• people do not know what
the XBox can do.
They know the technical features but not all understand
how they improve the gaming experience.
• Games
XBox did not have enough good games in the first year.
SOLVED.
• controller
The original controller was too big and unergonomic.
SOLVED.

26. strengths of the xbox
• Best hardware
Potential
• Xbox live
Best online gaming service available
• systemlink
XBox is the only system that can be used in a network
• games
Halo. Producers develop with the XBox in mind.

27. insight
it is not important
how good a system is
in numbers and specs
but what it can do
for the game experience.

28. a new campaign
The new campaign – created by brand agency Landor – –
stresses:
• Games
No brand ads but game ads
with a brand messages.
• online and network ability
New Slogan:
IT’S GOOD TO PLAY TOGETHER.

31. BOOORING.

32. You just broke Rule Number One
of video console advertising:
NEVER
NEVER
NEVER BORE THEM.

33. and you missed the spot:
Why is it good to
play together?
IT IS MORE FUN!

34. recommendation

35. Convince

36. To buy

37. instead of

38. because
more potential
=
more fun

39. because
more players
=
more fun

40. Tone
Be better than
just good.
Be Exciting.
Be Boastful.
Kick some ass.
do not worry about
the feelings of the
other consoles.
you are in another
league.

41. Think of:
vs.

42. Think of:
vs.

43. Think of:
vs.

44. Have fun.

45. promotional idea
bundle xbox with free halo
and a 2-month-trial of
xbox live
• Bundle all the strengths of XBox
“Halo is an awesome game, but paying $ 300 [for the console
and the game] to own only one game is just too much.”
• Promote upcoming Halo 2

46. billboard

47. Thank you.