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Integrated Marketing Communications Plan

MARKETING COMMUNICATION MKF3461 SEMESTER 1, 2012

Ryan Bourke 22588671 Rebecca Schaefer 2339489 Giangthy Tran 2207550

Executive Summary

The following report investigates an integrated and optimised marketing communication plan for Microsoft Kinect. It aims to create a communications plan for Kinect that will see a rise in brand awareness, and in turn increase sales and market share.

The Kinect was the first in its product category of full body gaming and offers a unique experience to users. The Application of the Kinect within the health and fitness industry will see the device being targeted towards women seeking to lose weight. The ability to use the Kinect within the home, its interactive nature and portability/convenience will be positively positioned within the targets mind. Secondly children in sport will be targeted and the Kinect will be communicated as a fun way to do physical activity.

A strategic promotion will be undertaken for 6 months starting January 2013 in order to achieve our first marketing objectives of selling 100 000 Kinect bundles during the 2013 financial year. Digital interaction exercise is a growing market and our second objective is to capture 40% of the digital weight loss market. . Our message strategy to assist in obtaining our objectives aims to create strong brand awareness through capturing a positive cognitive response from consumers. A major part of our promotion is through testing promotions. We aim to have 20% of the targeted market trial the Kinect product before purchase to decrease post purchase dissonance and encourage impulse purchasing. Through in-store promotions Kinect will be evoking positive associations of the brand and also positive memory association due to try before you buy. The use of ambassadors at these promotions will also satisfy these associations and ensure the legitimacy of the product.

A magazine media communication will put the Kinect application forward and discuss the attributes associated with purchasing the Kinect bundle. With the use of Michelle Bridges as an ambassador this will create positive associations of the Kinect and will ensure targets feel the Kinect will benefit them. Our Positioning is used to strategically situate the service within the mind of our consumer and we have created messages which will appeal to the younger
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audience and will position positive associations of attributes of the Kinect in their minds. Through television communications we will reach our targets on an emotional level and it will leave a lasting impression of the Kinect. The cost of the Marketing communication plan is estimated at approximately $1,246,400. Kinects consumers will need to be monitored in order to ensure that the service has maintained its position as an interactive and entertaining product.

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Table of Contents 1.0 Situation Analysis................................................................................................................5 1.1 External analysis..................................................................................................................5 1.2 Internal analysis...................................................................................................................6 1.3 Buyer behaviour...................................................................................................................8 1.4 Information Gaps.................................................................................................................9 1.5 Brand Identity.....................................................................................................................11 1.6 SWOT analysis...................................................................................................................13 2.0 Marketing Objectives.........................................................................................................13 3.0 Market segmentation..........................................................................................................15 4.0 Communication Objectives................................................................................................16 5.0 IMC Strategy......................................................................................................................17 5.1 IMC elements for cognitive objectives..............................................................................17 5.2 IMC elements for affective objectives...............................................................................18 5.3 IMC elements for conative objectives................................................................................18 6.0 Creative Message Strategy.................................................................................................19 6.1 Positioning Statement.........................................................................................................19 6.2 Message Strategy................................................................................................................20 7.0 Media Strategy...................................................................................................................21 8.0 Media Schedule..................................................................................................................23 8.1 Media Schedule..................................................................................................................23 9.0 Budget................................................................................................................................24 10.0 Monitoring and Evaluation..............................................................................................25 Appendix..................................................................................................................................27 Appendix A: Media Schedule..................................................................................................27 References................................................................................................................................28

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1.0 Situation Analysis


1.1 External Analysis (PESTN)

Political Australia is a democratic country and the Government can be considered stable. There is no factual evidence to suggest otherwise for Microsoft. The government does have trade policies in which monopolistic behaviour is in violation. Microsoft is in a highly competitive market and does not defy these regulations. The gaming industry has a strict pre-defined set of rules they must obey before releasing consoles to the public. The Kinect and Xbox 360 consoles abide by this policy which ensures their protection in the market. The current corporate Tax rate for the Microsoft brand is 30%. Growth of the Kinect brand is important to Microsoft to ensure profits for the organisation as a whole.

Economic The 2011 GDP in Australia was US$925 Billion and showed an annual growth rate of 2.3% between 2011-2012. Australia has experienced fluctuations during the GFC with a negative growth of -0.3% during the 2nd quarter of 2011. However things are beginning to show steady growth again. Personal Income per Capita in 2011 was US$39 407 which demonstrates strong purchasing power of the population. Accompanying this is the low interest rates currently at 3.75% and has been hovering around this rate since 2009 (Trading Economics 2012). The Currency has fluctuated but remained strong since the GFC and is currently worth $1.03USD (World Offshore Banks 2012). Although it may appear strong, the Australian Economic environment is currently quite fragile which suggests consumers having little money to spend on leisure items.

Socio-Cultural The Australian culture is westernised and is very technologically advanced and accepting of new electronic goods. There has been a shift in perception of video games and their applications and what was once a hobby only for young children, it is now an activity for all types of demographics. This is very promising for Kinect and their positioning in the market. The gaming industry has changed from an individual experience to a more community and lifestyle targeted market. The applications of the Kinect ensure consumers are engaged in a social environment through value experienced. Australians place a high priority on reaping
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the rewards of their labour and they have a high priority on their leisure time were video consoles and TV rates highly. The use of technology such as the Kinect as a means of education is becoming widely accepted. Electronic gaming devices are now used to help in childrens development through school and as a means of exercise.

Technological The government focus a lot on technological efforts and could possibly integrate the Kinect console within its expenditure to improve the nations obesity crisis. New technology is the lifeblood of the industry. New concepts and products are what drive the industry and make consumers excited for new products. Technology develops so quickly that products give the appearance of being obsolete very quickly. The Kinect development and promotions must be launched at strategic points in time to ensure its lifecycle. Consumers are highly dependent on the internet and the Kinect applications accompany and ensure this trend strengthens

Natural Current weather patterns have been unpredictable and dangerous of late. Natural environment plays a vital role in our behavioural patterns. With cold and harsh weather conditions consumers leisure activities can be hindered and physical activity limited. This is apparent throughout Australia due to excessive heat, floods and storms; this is where the Kinect Application will be of great use.

Competitor Analysis Microsoft Kinect has both direct and indirect competitors. In terms of physical activity, Kinects indirect competitors are gyms and fitness clubs which are often fairly accessible for individuals wishing to partake in exercise. However, Kinect does have some very similar direct competitors. Within the motion-sensor gaming industry, there are two competitors: the Nintendo Wii and Sonys PlayStation 3 Move.

The Nintendo Wii was the first motion-sensing system to be released, which has created a strong brand since its establishment. However, Wii does not display high definition (HD) content; therefore its technology is behind Microsofts and Sonys (Greenwald, 2010). The large selection of games aimed at all age groups, has seen the number of female users outnumber males (Mathur, 2010), while also appealing to price-constrained individuals being
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the cheapest gaming system on the market (Armstrong, 2006). A large promotion campaign with the tagline Anyone Can Play consisted mainly of television advertisements attracting casual gamers to purchase the console, creating a whole new segment for the Wii.

In contrast, the PlayStation Move has targeted the hard-core gamers of the world which are less price sensitive than casual gamers (Mather, 2010). Joining forces with Coca-Cola and Subway, PlayStation Move has gained exposure through multiple media outlets, such as television, in-store signage and online promotions. Dissimilar to the Wii, the Moves selection of games is predominantly M rated games, for individuals 15 and over, which limits the audience of the gaming console. There is a disadvantage to using the PlayStation Move, in that a large amount of room (between five and nine feet) is needed to participate in most games, while even two wands are also necessary in some games.

Relative to these two direct competitors, Microsoft Kinect is suitable for both casual and hard-core gamers, with a range of games suitable for all age groups. Kinect is used in conjunction with the Xbox 360, allowing customers to trust the established Xbox brand for reassurance that the product is reliable and valuable. Kinect is a very new product, but the motion-sensing console that does not require a remote like the Wii and Move, and has pioneering technology that is revolutionising the gaming industry. This new technology is appealing to many existing gamers while also attracting new customers to their products.

1.2 Internal Analysis

Strong Brand Microsofts Kinect has been considered as a technological sensation. After selling a total of 8 million units in its first 60 days, Kinect holds the Guinness World Record of being the fastest selling consumer electronic devices(Alexander, 2011) and won the 2011 MacRobert Award for engineering innovation (Professional Engineering, 2011). These awards create consumers belief in the brand image of Microsofts Kinect; as a result it can be leveraged as a competitive marketing tool, enabling Kinect to have a significant impact on the way Microsoft advertise and promote their products.

Innovation
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Even though Microsofts Kinect has been an undeniable sales success. The unique and advanced voice motion as well as gesture recognition technology operated in the Kinects sensor make it become an instant hit with gamers all over the world. In addition, this innovative device has since risen above its use as a controllerless game controller and inspired revolution in many other industry, perhaps most notably in Healthcare (Chiappetta, 2011).

Product Usage The application of the Kinect encourages an active and healthy lifestyle. Due to the interaction the user is controlled in an external environment in which it is used, the device is a unique product. Kinect is portable and can be used as a multiplayer so families and friends can exercise together whilst socialising. Through the use of the internet users can contend against one another which adds value to the overall experience.

1.3 Buyer Behaviour

The purchasing process begins long before consumer uses the application and continues after the consumer finish playing their game. Hence to deliver and meet its core values of exceptional brand, a model such as buyer decision process can be applied in order to gain insight to the needs and influence of Microsoft Kinect consumers (Kotler, 2007)

The Problem recognition stage occurs when buyer senses the difference between their actual state and desired state (Kotler, 2007). In this case the consumer recognises their need to lose weight and develop a healthy habit whether that is for personal interests or self-motivation. The second stage then leads the consumers to search for information needed. Therefore a consumer may seek opinions from a variety of sources, including personal reference groups (family, colleagues or friends) commercial or public sourcing. As for commercial sources, there are many varieties for consumer to choose from such as Microsoft Kinect website which inform buyers the benefit of using their product and personal sources support the decision. For example, a friend may say they love using Kinect to play games because of its unique experience, not using the controllers.
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Evaluation of alternatives follows, when a consumer will compare Kinect brand with its competitor (Playstation, Wii, etc.). This is a high involvement purchase; Kinect must distinguish itself as being the brand with the highest perceived value by feeding sufficient information to their target customers about the distinctive features and benefits of using Kinect.

The fourth stage is the actual Purchase. Even though it is a high- involvement purchase, it is crucial to recognise these steps do not occur in order when one decides to make a purchase. As a loyal customer of Microsofts Kinect, they may skip the prior information search evaluation or alternatives to make the purchase immediately. Nevertheless, this is a desirable state since it is important for Kinect to maintain and develop its product performance to strive towards customer loyalty.

The final stage is Post-purchase behaviour; this is based on the level of satisfaction and dissatisfaction of the consumer. This is an essential stage to maintain customer loyalty and to ensure Microsofts Kinect is meeting and exceeding its core service values. Assessing their experience, particularly aiming at a positive and quality

1.4 Information Gaps

No annual reports so it is difficult to find viable financial information and future objectives. Kinect also has no estimated market share due to the uniqueness of its industry. This may pose threats in measuring the marketing objective.

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1.5 Brand Identity

Brand names communicate qualities and meaning, and Kinect depicts a brand that consumers can connect with, firstly by using their bodies to navigate the gaming console, portraying the benefits of the name, while also finding a system they can just click with. The Kinect logo is distinctive in colour and font, a simple yet bold statement of what the brand represents: a simple gaming console that makes a big statement and has numerous abilities. (Belch. G., Belch. M., Kerr. G., & Powell. I., 2009).

When consumers think of the Kinect brand, they consider an advanced gaming console connected with Xbox 360, however, as the brand has developed, it is now also associated with education, health, physical activity and medical treatment, known as the Kinect Effect (Microsoft, 2012). Two established brands that are associated with Kinect include Coca-Cola and Subway, having had integrated marketing communication activities conducted previously (Severino, 2010). Both being very popular brands, this has assisted Kinect in establishing strong brand identity and exposure.

Physique Physique is the facet of the brand identity prism known as the backbone of the brand, or the first thing that comes to mind when a brand is stated. The backbone of Microsoft Kinect is therefore the Xbox 360. These physiques are interchangeable, as the Xbox 360s success was helped by Kinect as well. Initially, Kinect relied only on Xbox to operate and sales of both
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products soared when Kinect was released, meaning Kinect relied on Xbox not only for operation, but also for sales due to the strong brand already established by Microsofts Xbox (Kinect for Microsoft, 2012). However, six months later, enthusiasts started using Kinect for other reasons such as in education, healthcare, sport and retail, which was then adapted by Microsoft, forming another backbone for Kinect in Windows PC (Kinect for Microsoft, 2012).

Personality A brands personality, or brand identity faced, declares what kind of person it would be like if it were a human and is very important in the brands advertising (Kinect for Microsoft, 2012). As Kinect is a very modern and complex yet fun product, the person that would be depicted if the Kinect brand were a person would be an extremely intelligent, contemporary and capable individual, with healthy, fun, helpful and social values and beliefs. This reiterates everything that Kinect stands for, and how it would be portrayed given it was actually a person. Advertisements for Kinect and its games have also featured music and an image of Michael Jackson (Michael Jackson The Experience Kinect Commercial, 2011) and video of players from the American soccer team Seattle Sounders (Kasey Keller Kinect Commercial, 2011), which assists Kinect in creating a personality as people can associate the brand with the person or team.

Culture The culture is a set of values that drives the brand and its product and is the source of inspiration (Kapferer, 2008). The country of origin is also important in a brands culture, and for Microsoft Kinect, Redmond, USA is where the idea all began (Kinect for Microsoft, 2012). Microsoft didnt expect that the release of Kinect would set Guinness World Records nor adapt into the product it has today, but the constant release of new and innovative features has established a culture for Kinect, revolutionising many fields not only in gaming, but also education, aged care, hospitals, learning, physical education and much more. Through Kinect, Microsofts culture has also been altered, as the contemporary, fun Kinect has put Microsoft in a similar light, exposing them as a modern, pioneering organisation.

Customer Reflection Customer reflection is how the customer is reflected by using the brand, or the perceived customer type (Kapferer, 2008). A brand can be used to reflect how a customer wants their
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identity to appear, with the reflection being an outward mirror, allowing others to associate users of the brand with how they wish to be seen, for example they are (Kapferer, 2008). In terms of Kinect, users of the brand wish to be seen as energetic, proactive, fun and interactive. They also wish to be perceived as modern and up-to-date, while also being intelligent because they are using such a pioneering product.

Relationship When an individual purchases a product or service, they also encounter a relationship. The relationship is what the customer is purchasing, and is the heart of the transaction (Kapferer, 2008). Microsofts Kinect conveys entertainment and fun, and since the development of use on PC, it also symbolises simplicity, simplifying many processes that were extremely complex into a much easier procedure. For example, Kinect has revolutionised aged care and hospitals, while doctors have also been able to use Kinect as a tool to help with surgery and accessing medical information.

Self-Image Self-image is the customers internal mirror, with thoughts of I am or I feel (Kapferer, 2008). Through use of a particular brand, we develop attitudes or relationships with the brand, based on how they make us feel or think of ourselves (Kapferer, 2008). Kinect has the ability to rejuvenate how a person feels about themselves. Relating to the personality and reflection of the brand, Kinect can make an individual feel I am healthy, I benefit from Kinect, I feel active and I feel up to date. These self-images are very positive and open, permitting customers to feel great about themselves and form an encouraging relationship with the brand.

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1.6 SWOT Analysis

STRENGTHS Shifts in values and culture have welcomed the use of technology for educational and personal health goals

WEAKNESSES High price tag associated with the hardware to use the system (TV, Xbox) Kinect has the lack of real feeling due to not holding equipment Hard to operate for those not technologically

The targeted consumers are time-short and need flexibility in when they can exercise and the Kinect satisfies this

Kinect development is in its early growth stage of the life cycle

savvy

Usage is designed for indoors only Encourage family interaction

The integration of the internet will enable the consumers to better interact. OPPORTUNITIES Shifts in values and culture have welcomed the use of technology for educational and personal health goals Similarity of the size and power of competitors such as Apple and Sony.

The targeted consumers are time-short and need flexibility in when they can exercise and the Kinect satisfies this

New products created by competitors will imitate the Kinects features taking away its uniqueness

Kinect development is in its early growth stage of the life cycle Gyms and personal trainers condemning the Kinects application Encourage family interaction The unstable economic environment The integration of the internet will enable the consumers to better interact. leaves consumer buying power vulnerable

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2.0 Marketing Objective


In order for Microsoft to get Kinect into homes across the country, it will initially be offered as a bundle with the Xbox Slim and a Health and fitness application. Consumers are more likely to see the value of Kinect and therefore use it, if it becomes bundled with the console and application rather than just on its own. The initial focus will be on increasing market share through a strategic pricing strategy. Our main marketing objective is to therefore to successfully sell 100 000 Kinect bundles during the 2013 financial year.

Through its Health and fitness application and users can exercise in the comfort of their own home and at the time they wish. This digital interaction exercise is a growing market and our second objective is to capture 30% of the digital weight loss market.

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3.0 Market Segmentation

Target 1 Demographic Age Gender Location Occupation Psychological NeedsMotivation Personality Interests Activities Behavioural Brand Loyalty Benefits Sought Some Time efficient and effective, medium price tag, superior product Usage status User-situation Time Leisure Medium - heavy user Ambitious, Efficient, Hard-working Sports, Movies, Travelling, Music Working, Exercise, Socialising, family Social, self-esteem and confidence Weight loss enthusiasts 18-45 years Female Australia

Target 2 Children in sport 8-18 years Male and female Australia

White collar and professional worker Student

Social, stimulation, education

Enthusiastic, adventurous Sports, Video games, technology Exercise, studies, socialising

Light Interactive and exciting

Light - medium user

Leisure time, sporting activities Children living at home with their parents

Family Life-cycle Single or parenthood with children living at home

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4.0 Communication Objectives


4.1 Cognitive Component Cognitions are the thoughts or beliefs that we have in response to the exposure from a particular piece of communication (Hoyer & McInnes, 2007). The cognitive strategy is to position ourselves favourably in consumers minds and influence customers perceived values using the Kinect as a means of exercise. The aim is to create awareness of the brand amongst 85% of the target market. Therefore, Kinect will be able to reduce the consumers negative perceptions of the brand for those who believe purchasing Kinect is not worth the price and the lack of real feeling due to not be able to hold the controller.

4.2 Affective Component: The affective component of communication objectives involves the feelings or emotions experienced by a consumer when they are exposed to advertising stimulus, or the product itself (Hoyer & MacInnis, 2008). These feelings can eventually lead to the formation of attitudes, assisting in purchase behaviour (Hoyer & MacInnis, 2008). Therefore, to achieve the affective objective, individuals need to feel involved or somehow connected to the brand.

The goal is to create interest in the Kinect brand amongst 70% of both the target audiences, while communicating information about the brand and its features. In order to do so, competitions and advertisements, along with testing of the new product would allow consumers to form opinions and preference for Kinect over competing brands.

4.3 Conative component The conative communication reflects the consumers tendency to behave in a certain way (Schiffman, 2005). Through the promotions and Kinect exposure, the aim is to have 20% of the targeted market trial the Kinect product before purchase to decrease post purchase dissonance. Through experiencing the value in what the Kinect offers, Microsoft is confident this will persuade these consumers to purchase the Kinect bundle.

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5.0 IMC Strategy


5.1 IMC strategies for cognitive objectives

Advertising Television: Advertisements will run across the whole of Australia in popular and appropriate time slots in order to reach a large amount of people, increasing brand awareness. Through this form of media, potential consumers are able to see what the product does and the Prime Sense software used, allowing them to think of the benefits they will receive by purchasing the Kinect bundle.

Internet: Over the last decade, the internet has become increasingly popular, and in recent years has become an imperative marketing tool. Therefore, using social media site Facebook for both target markets, and LinkedIn for the weight loss enthusiasts a Kinect advertisement will reach a very large audience, exposing the brand and the product itself. The ability to incorporate information and benefits of Kinect gets potential clients using a cognitive process to evaluate the product.

5.2 IMC strategies for affective objectives

Advertising Television: Incorporating some mystery in some short television advertisements leaves potential consumers wanting to know more about the product and brand. Individuals will then stay tuned or research the product, creating interest and allowing them to feel involved. Advertisements incorporating children or adults playing portray a lifestyle or experience that the Kinect will bring, forcing feelings of emotion to be triggered, making the Kinect look desirable.

Competition Facebook Competition: Through the use of a competition on Facebook, the brand will be exposed on the individuals timeline, creating interest amongst their friends on the website. Participating in a competition gets the individual involved, while also gets them thinking of

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Kinect in contrast to its competitors, and what benefits the Kinect bundle has in comparison.

Product Trials In-store Trials: In store trials are an effective way to generate interest in the product, while allowing interested consumers to form opinions or feelings about the product. These feelings or emotions can then lead to certain behaviour, such as purchase, however these feelings need to be initiated first.

5.3 IMC strategies for conative objectives

Product Trials: In-store Trials: To encourage first time users to purchase the Kinect Microsoft will ensure the promotion must provide a quality experience. This will be achieved through presenting how the product works and showcasing the features such as voice control, facial recognition and how these features engage the customers whilst exercising. This will be undertaken at JB Hifi and EB games in order to target the younger segment.

Promotion In-store promotion with ambassadors: Advertisement and promotion will be conducted instore at shopping centres throughout capital cities such as Melbourne, Sydney and Brisbane in order to persuade consumers to purchase the Kinect bundle. The campaign will focus on larger retailers such as JB-HiFi, and Big W were the target markets can be accessed. Ambassadors from the TV series Biggest Loser will be used for marketing this strategy.

Advertising Magazines: A two page advertisement will be placed in Shape Magazine which will outline the benefits associated with the Kinect. This will also have the endorsement of a notable figure in the fitness industry (Michelle Bridges-Biggest Loser) to create a persuasive message. A QR code will be within the advertisement which will offer the consumer a discount code when they purchase the bundle from a participating store.

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6.0 Creative Message Strategy


6.1 Positioning statement The Kinect bundle and application will be positioned within the digital exercise industry. The ability to use the Kinect within the home, its interactive nature and portability/convenience will be positively positioned within the segments minds. These attributes and benefits create a unique and fun experience for consumers whilst exercising.

6.2 Perceptual map

6.3 Message strategy

Pre Emptive Pre emptive is all about being first. If our competitors try to imitate this they will put themselves in a weakened position (Belch et al, 2009). A picture of the Kinect and a Microsoft Xbox logo will be present in a printed advertisement which makes the consumers aware brand equity. The slogan you are the controller will be below this and this is a creative position Kinect will create for itself. Competitors could copy this creative position if they were to bring a similar product to the market however this would draw value away from their brand due to them copying Kinect.

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Unique selling Proposition (USP) Strategy The advertisement must offer a unique proposition to the consumer in which the competitors either cannot offer or does not match (Belch et al, 2009). An online competition will be run through Facebook with winners obtaining a Kinect bundle. In 20 words or less the consumer must explain why Kinect is the best full body gaming device. This will allow customers to create their own USP within their minds. This will be unique to Kinect and will allow younger consumers to be creative on our behalf

Resonance Strategy Resonance is used in order to elicit particular feelings from the consumer and develop a positive relationship with them in the long run (Belch et al, 2009). Through the in-store promotion Kinect will be evoking positive associations of the brand and also positive memory association due to try before you buy. The use of ambassadors at these promotions will also satisfy these associations and ensure the legitimacy of the product.

The magazine advertisement will put the Kinect application forward and discuss the attributes associated with purchasing the Kinect bundle. With the use of Michelle Bridges as an ambassador this will create positive associations of the Kinect and will ensure targets feel strongly the Kinect will benefit them.

Positioning Strategy Positioning is used to strategically situate the service within the mind of the consumer (Belch et al 2009). The message will begin with slogan jump in a boy walks in and the Kinect reacts and says All you have to do is be you as the person walks in front of the device. The message will appeal to the younger audience and will position these positive usages of the Kinect in their minds

Affective Strategy Affective strategy is used to connect with consumers on an emotional level and may cause them to laugh, become guilty or shameful (Belch et al, 2009). The television advertisement will have a woman who is overweight outside in the rain looking inside at another woman who looks fit and healthy; exercising with their Kinect application. This will reach our targets on an emotional level and it will leave a lasting impression. The message being created will
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influence the target audience to feel they are the person looking in

7.0 Media Strategy Since Microsofts Kinect aims at the weight loss enthusiasts as well as children in sport, it is important to take into peak season: everyone wants to get fit and fast, during the six-month media strategy. Each campaign will run from three to four months. The online media and broadcast media are used to promote brand image and customers awareness, merely giving consumers a surface message that suggests positive, innovative and fun. Online media will be utilized to provide sufficient information.

Promotion will run through January to midyear of June 2013 targeting at adult females who are weight loss enthusiasts and children from the age of five to eighteen within Australia (Victoria, NSW, Queensland, Western Australia, South Australia and Northern Territory). Our target demographic is white collars and professional workers and students in general, implementing the campaign at the start of the year when female consumers strike for a new target: keep fit or changing body image also those who have trouble to manage the time for workout and exercise at the gym, this is vital for maximum exposure. The objective of this campaign is the encourage the target consumers to purchase the Kinect bundle which allows them to exercise in the comfort of their own home and at the time they wish.

7.1 Broadcast Media:

Television Television advertisements will run throughout all states within Australia in order to reach a large audience. This media will assist Kinect to promote their new products: Xbox Slim and a Health and Fitness application and send across the desired brand image, as television is highly effective at evoking emotional and profound appeals (Belch et al, 2009). For the promotion, a thirty second television commercial will run on channel 10 and FOXTEL. The campaigns will be promoted in the morning (6-9) and the evening (6-8) timeslots, broadcast frequently for 3 months from the beginning of the campaign.

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7.2 Online Media

Social media Facebook competition will directly target at peoples like. This is a great global and inexpensive tool that will help increase awareness of Kinect. Moreover, as it is highly interactive, when each person participates in the competition, it automatically makes them thinking of Kinect in contrast to its competitors. Therefore it helps the Kinect bundle stands out more in the digital weightless market.

LinkedIn is also highly effective in being able to promote the product to the target consumers; in this case will be the weight loss enthusiasts. This tool will promote the slogan You are the controller and makes Kinect appear to be more exclusive in the consumers mind due to their unique experience.

7.3 Print Media:

Magazines A two page advertisement will be placed in Shape Magazine which will outline the benefits associated with the Kinect. This will run consistently through the entire 6 months campaign. The magazine advertisement will put the Kinect application forward and discuss the attributes that consumers acquire from purchasing the Kinect bundle.

7.4 Indoor:

JB Hi-fi, EB Games ,Big W In other to approach and encourage first time users to purchase the Kinect bundle. The instore trial will be an idealized tool to reduce dissonance, providing real experience to new customers, getting higher chance to expose the brands product to consumers. By presenting how the Xbox Slim and a Health and fitness application actually work and showcasing its unique features such as voice control, facial recognition, the audience will be fully engaged, also create an impulse urge to buy the Kinect bundles. The major stores for this indoor media exposure will be JB Hifi, EB games and Big W; it will help the brand moves closer to younger target.

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In-store Ambassador Promotion The promotion will be conducted in-store at shopping centers throughout capital cities such as Melbourne, Sydney and Brisbane in order to attract and persuade customers to buy the Kinect bundles. In this case the ambassador will be one of the winners from the famous TV series Biggest Loser. The ambassador will spend relatively 4 hours per store to promote the Xbox Slim and the Health Fitness applications. This responsibility of the ambassador is to increase product awareness among target consumers and creating an association in the consumers mind between the Microsofts Kinect and the idea of staying fit and healthy.

8.0 Media Schedule


See Appendix A

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9.0 Budget
Budget is based on timing, exposure, size and positioning of advertisements and promotions, taking into consideration production and set up costs that are initial costs.
Details Television Advertisements running in morning (69am) and evening (6-8pm) timeslots -Running for 3 months from beginning of campaign Cost breakdown $100,000 per month allocated to morning + $100,000 per month allocated to evening x 3 months + ad production cost Online Facebook -Side panel advertising -Running for 4 months -Non-targeted Facebook competition -targeted at peoples likes -Running for 3 months LinkedIn -Side panel/banner advertising -Running for 4 months Print Shape Magazine -Full page, four colour advertisement $600 per month x 6 months + ad development cost ($1000) In-store Trial JB-Hifi -Includes Kinect store set up -No demo personnel -6 month duration EB Games -Includes store set up -No demo personnel -6 month duration Big W -Includes store set up $250 per store x 20 stores per state x 6 months +set up cost ($1000) $200 per store x 15 stores per state x 6 months +set up cost ($1000) $200 per store x 10 stores per state $37,000 $55,000 $91,000 $4,600 $18,000 per month x 4 months $72,000 $30,000 per month x 3 months $90,000 $20,000 per month x 4 months $80,000 TOTAL COST $800,000 ($200,00 ad production)

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-No demo personnel -6 month duration In-store Ambassador Promotion JB-Hifi & Big W -Sydney/Melbourne/Brisbane -3 stores per state -4 hours per store -3 promotions: January, March, May

x 6 months +set up cost ($1000) $100 per hour for personality x 4 hours per store x 3 stores per state + flights & accommodation ($2000) x 3 promotions $16,800

TOTAL

$1,246,400

10.0 Monitoring and Evaluation


Kinects consumers will need to be monitored in order to ensure that the service has maintained its position as an interactive and entertaining product. It is important to ensure the in-store promotion was successful in increasing sales Kinect. To determine the success of promotion one, Kinect must survey the target market to ensure they have been influenced to purchase the product. Given that much of this analysis is comparative, it would be important to ensure that the target market be tested before the campaign launch, during and after. Before the campaign

Before Market Research. Organise a range of focus groups, survey current perceptions, do an interactive online approach through monitoring Facebook and twitter information

During the campaign Monitor the purchases after trials, online competition entries and behaviour, request feedback on social media

After the campaign Compare before and after figures- have we met our marketing objectives? Increase in Kinect purchases, brand awareness percentages, also how many people liked our Facebook page

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during campaigns, hits on YouTube, figures of how many people trialled the product in the in-store promotion.

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Appendix
Appendix A: Media Schedule

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References

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Armstrong. W. (2006, December 4). The Nintendo Wii: Funny Name, Good Market Segmentation. Retrieved April 26, 2012, from http://wadearmstrong.com/archives/cat_business.php

Belch. G., Belch. M., Kerr. G., & Powell. I., (2009). Advertising and promotion; an integrated marketing communications perspective. North Ryde, NSW: McGraw-Hill Australia Pty Ltd. Chiappetta. M. (December, 26, 11). Kinect Effect: Not just Gaming, Spurring Innovation Worldwide. Retrieved April 30, 2012 from http://www.networkworld.com/community/blog/kinect-effect-not-just-gaming-spurringinnovation-worldwide

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Greenwald. A. (2010, November 6). Kinect vs. PlayStation Move vs. Wii: MotionControl Showdown. Retrieved April 25, 2012, from http://www.pcmag.com/article2/0,2817,2372244,00.asp

Hoyer. W., & McInnis. D., (2008). Consumer Behaviour. Ohio, USA: Cengage Learning

Kapferer, J. (2008).The New Strategic Brand Management (4ed). London, UK: Kogan Page Business Books

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Mathur. S. (2011, April 16). Segmentation, Targeting, Positioning in the Videogame Console Industry. Retrieved April 26, 2012, from http://www.slideshare.net/ProfessorMathur/segmentation-targeting-positioning-in-thevideogame-console-industry

Microsoft. (2012, n.d.). The Kinect Effect. Retrieved October 31, 2012, from http://www.xbox.com/en-US/Kinect/Kinect-Effect?v=t

Severino. A. (2010, 16 August). Sony Teams Up with Subway for PlayStation Move Promotion. Retrieved 25 April, 2012, from http://playstationlifestyle.net/2010/08/16/sony-teams-up-with-subway-for-playstationmove-promotion/

"The 10 Most Innovative Tech Products of 2011". Popular Mechanics. Retrieved April 30, 2012 from http://www.popularmechanics.com/technology/gadgets/reviews/the-10-mostinnovative-tech-products-of-2011#fbIndex2

YouTube. (2011, May 5). Kasey Keller Kinect Commercial). Retrieved April 1, 2012, from http://www.youtube.com/watch?v=BpkPlw_iNMM

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YouTube. (2011, April 10). Michael Jackson the Experience Kinect Commercial. Retrieved April 1, 2012, from http://www.youtube.com/watch?v=1M5IaeHfNc

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