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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
"WC Marketing blok 2 week 2"