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