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WC Marketing blok 2 week 2

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									WC Marketing blok 2 week 2




        Hogeschool van Amsterdam   Interactieve Media
Agenda

 Outline of blok 2
    Goals
    Working method - “real-world” assignment, weekly
     progress reports (weekly presentation)
    Assessment - final team presentation and exam

 Forming teams for blok 2 assignment
 Blok assignment briefing
 Segmentation exercise
 Homework


              Hogeschool van Amsterdam   Interactieve Media
50+ Wii

Briefing - blok 2 team assignment




            Hogeschool van Amsterdam   Interactieve Media
About the client

 W! Games (www.wgames.biz)
 Based in Amsterdam
 Mission: To make fantastic interactive
  entertainment for a broad range of people
 Only Wii games producer in The Netherlands
 First game “My Horse and Me” is currently being
  checked for launch
 Looking for ideas for their next project


             Hogeschool van Amsterdam   Interactieve Media
The problem

 W! Games are interested in developing something
  for the Wii aimed at a segment in the age group 50
  t/m 64
    This fits with their mission and is a very under-exploited
     group and o if done well could generate a strong profit

 They are looking for ideas for new products, but do
  not have the resources in-house to come up with a
  new concept




               Hogeschool van Amsterdam   Interactieve Media
The assignment

 You and your team are a group of product
  development consultants who have been asked by
  W! Games to develop a concept for a Wii game or
  application aimed at a segment within the 50 t/m
  64 age group market
 Specifically W! Games need:
    A product concept
    A pricing proposal
    A distribution plan




              Hogeschool van Amsterdam   Interactieve Media
Conditions

 The product must be a a game or an application that
  runs on the Wii platform
 It should take advantage of the Wii‟s unique
  interface and controller
 The target group should be a segment within 50 t/m
  64 year olds
 The market is international, but the concept may be
  in Dutch or English
 The product can be distributed through current Wii
  channels or use new channels


             Hogeschool van Amsterdam   Interactieve Media
Deliverables

 A pitch presentation outlining:
    The target group
    A persona for the user
    The product concept with visuals that allow the client to
     understand the way the idea will work
    A pricing proposal and justification for this decision
    A distribution plan and distribution

 The pitch should last no more than 10 minutes and
  will be given during the week beginning 7 January
  2008



               Hogeschool van Amsterdam   Interactieve Media
Homework for following werkcollege

 As a team you need to create a presentation (around 5
  minutes in length) of the results of your market orientation
 This presentation should contain:
     Your debriefing
     Your market survey
     A description of your target market segment
 You should be ready to present at the beginning of the
  werkcollege
     You should choose who will be presenting (this must rotate each
      week so that every team member will have presented once)
 You can use the attached worksheets to help you do the
  research


                Hogeschool van Amsterdam   Interactieve Media
What is a debriefing?

 A debriefing is an essential document in any project
  for a client
 It is essentially a summary of your understanding of
  what the client has asked you to do
 You do this to:
    Ensure you understand and highlight any questions
    Show the client your understanding of the project and
     check that you are right




              Hogeschool van Amsterdam   Interactieve Media
Debriefing format

    The assignment
       What is the assignment in 2 or 3 sentences?
    Client goals
       What are the client‟s goals?
    Conditions
       What are the main restrictions?
       What are the main opportunities?
    Success indicators
       What would represent a success to the client?
    Vision
       What would you see as a success?


    All of these must be IN YOUR OWN WORDS, do not
              cut & paste from the client‟s document!

                    Hogeschool van Amsterdam   Interactieve Media
Market orientation

Competitors (Who are W! Games‟                           Suppliers (Who are W! Games‟ suppliers? Do
„competitors? What are their strengths and               you see any potential problems or opportunities?)
weaknesses?)




Intermediaries (Who are W! Games‟                        Stakeholders (Who are W! Games‟
intermediaries? Do you see any problems or               stakeholders / publics? What interests might the have
opportunities here?)                                     in W! Games?)




                          Hogeschool van Amsterdam   Interactieve Media
Geographic variables
Variable                              Comment

World Region (e.g. Europe)



Continent



Group of countries (e.g. Benelux)



Country


Country size (large, medium,
small)


Areas w ith country such as the
Randstad,


City



City size


Area w ithin a city (e.g. Amsterdam
Centrum)


Population density (Urban,
suburban, low density)



Climate



                                      Hogeschool van Amsterdam   Interactieve Media
Demographic variables
Variable            Comment

Age



Gender



Family size



Family life-cycle



Life stage



Income



Occupation



Educational level



Religion



Race



Nationality




                     Hogeschool van Amsterdam   Interactieve Media
Psychographic variables
Variable                             Comment

Social class (e.g. Upper, middle,
low er)


Lifestyle



- Interests



- Hobbies



- Beliefs



- Attitudes


Personality type (e.g. extravert/
introvert, ambitious / satisfied,
innvotive, traditional)




                                    Hogeschool van Amsterdam   Interactieve Media
 Behavioural variables
Variable                            Comment

Purchase occasion



Benefits desired


User status (Regular user, First-
time user, Potential user, non-
user, ex-user)


Usage rate




Loyalty (or potential loyalty)




Buyer readiness stage



Attitude to company / brand /
product




                                    Hogeschool van Amsterdam   Interactieve Media
Differentiation methods worksheet

Differentiation tool                          Comment

Product differentiation
(how does IENS differentiate itself through
its products?)




Services differentiation
(how does IENS differentiate itself through
the services it offers?)




Personnel differentiation
(how does IENS differentiate itself through
services its personnel?)




Image differentiation (how
does IENS differentiate itself through
services its image?)




Value positioning (what is
IENS‟s value positioning?)




                                         Hogeschool van Amsterdam   Interactieve Media

								
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