Integrated MarketingCommunications Plan

MARKETING COMMUNICATION MKF3461SEMESTER 1, 2012

Ryan Bourke 22588671Rebecca 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

2 | P a g e

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.

Kinect’s consumers will need to be monitored in order to ensure that the service has

maintained its position as an interactive and entertaining product.

3 | P a g e

Table of Contents

1.0 Situation Analysis................................................................................................................51.1 External analysis..................................................................................................................51.2 Internal analysis...................................................................................................................61.3 Buyer behaviour...................................................................................................................81.4 Information Gaps.................................................................................................................91.5 Brand Identity.....................................................................................................................111.6 SWOT analysis...................................................................................................................132.0 Marketing Objectives.........................................................................................................13 3.0 Market segmentation..........................................................................................................154.0 Communication Objectives................................................................................................165.0 IMC Strategy......................................................................................................................175.1 IMC elements for cognitive objectives..............................................................................175.2 IMC elements for affective objectives...............................................................................185.3 IMC elements for conative objectives................................................................................186.0 Creative Message Strategy.................................................................................................196.1 Positioning Statement.........................................................................................................196.2 Message Strategy................................................................................................................207.0 Media Strategy...................................................................................................................218.0 Media Schedule..................................................................................................................238.1 Media Schedule..................................................................................................................239.0 Budget................................................................................................................................2410.0 Monitoring and Evaluation..............................................................................................25Appendix..................................................................................................................................27Appendix A: Media Schedule..................................................................................................27References................................................................................................................................28

4 | P a g e

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

5 | P a g e

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

children’s 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 nation’s 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

consumer’s 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,

Kinect’s 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 Sony’s 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 Microsoft’s and Sony’s (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

6 | P a g e

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 Move’s

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

Microsoft’s 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 Microsoft’s 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

7 | P a g e

Even though Microsoft’s Kinect has been an undeniable sales success. The unique and

advanced voice motion as well as gesture recognition technology operated in the Kinect’s

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.

8 | P a g e

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 Microsoft’s 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 Microsoft’s 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.

9 | P a g e

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 360’s success was

helped by Kinect as well. Initially, Kinect relied only on Xbox to operate and sales of both

10 | P a g e

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 Microsoft’s 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 brand’s 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 brand’s 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 brand’s culture, and

for Microsoft Kinect, Redmond, USA is where the idea all began (Kinect for Microsoft,

2012). Microsoft didn’t 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, Microsoft’s 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

11 | P a g e

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). Microsoft’s 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 customer’s 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.

12 | P a g e

1.6 SWOT Analysis

STRENGTHS WEAKNESSES

Shifts in values and culture have welcomed the use of

technology for educational and personal health goals

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                                                                                

Encourage family interaction

The integration of the internet will enable the consumers to

better interact.

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

savvy

Usage is designed for indoors only

OPPORTUNITIES

Shifts in values and culture have welcomed the use of

technology for educational and personal health goals

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                                                                               

Encourage family interaction

The integration of the internet will enable the consumers to

better interact.

Similarity of the size and power of

competitors such as Apple and Sony.

New products created by competitors

will imitate the Kinect’s features taking

away its uniqueness

Gyms and personal trainers condemning

the Kinect’s application

The unstable economic environment

leaves consumer buying power

vulnerable

2.0 Marketing Objective

13 | P a g e

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.

   

3.0 Market Segmentation

Target 1 Target 2

14 | P a g e

Demographic Weight loss enthusiasts Children in sport

Age 18-45 years 8-18 years

Gender Female Male and female

Location Australia Australia

Occupation White collar and professional worker Student

Psychological

Needs-

Motivation

Social, self-esteem and confidence Social, stimulation, education

Personality Ambitious, Efficient, Hard-working Enthusiastic, adventurous

Interests Sports, Movies, Travelling, Music Sports, Video games, technology

Activities Working, Exercise, Socialising, family Exercise, studies, socialising

Behavioural

Brand Loyalty Some Light

Benefits Sought Time efficient and effective, medium

price tag, superior product

Interactive and exciting

Usage status Medium - heavy user Light - medium user

User-situation

Time Leisure Leisure time, sporting activities

Family Life-cycle Single or parenthood with children

living at home

Children living at home with their parents

4.0 Communication Objectives

4.1 Cognitive Component

15 | P a g e

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 customer’s 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 consumer’s 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.

5.0 IMC Strategy

5.1 IMC strategies for cognitive objectives

16 | P a g e

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 individual’s ‘timeline’, creating interest amongst their friends on the website.

Participating in a competition gets the individual involved, while also gets them thinking of

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

17 | P a g e

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 in-

store 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.

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.

18 | P a g e

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.

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

19 | P a g e

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

influence the target audience to feel they are the person looking in

7.0 Media Strategy

Since Microsoft’s 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

20 | P a g e

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.

7.2 Online Media

Social media

• Facebook competition will directly target at people’s “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.

21 | P a g e

• 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 in-

store 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.

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

consumer’s mind between the Microsoft’s Kinect and the idea of staying fit and healthy.

22 | P a g e

8.0 Media Schedule

See Appendix A

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 Cost breakdown TOTAL COST

Television Advertisements running in morning (6-

9am) and evening (6-8pm) timeslots

-Running for 3 months from beginning

of campaign

$100,000 per month

allocated to morning

+ $100,000 per month

allocated to evening

x 3 months

$800,000

($200,00 ad production)

23 | P a g e

+ ad production cost

Online Facebook

-Side panel advertising

-Running for 4 months

-Non-targeted

$20,000 per month

x 4 months

$80,000

Facebook competition

-targeted at people’s ‘likes’

-Running for 3 months

$30,000 per month x

3 months

$90,000

LinkedIn

-Side panel/banner advertising

-Running for 4 months

$18,000 per month

x 4 months

$72,000

Print Shape Magazine

-Full page, four colour advertisement

$600 per month

x 6 months

+ ad development

cost ($1000)

$4,600

In-store Trial JB-Hifi

-Includes Kinect store set up

-No demo personnel

-6 month duration

$250 per store

x 20 stores per state

x 6 months

+set up cost ($1000)

$91,000

EB Games

-Includes store set up

-No demo personnel

-6 month duration

$200 per store

x 15 stores per state

x 6 months

+set up cost ($1000)

$55,000

Big W

-Includes store set up

-No demo personnel

-6 month duration

$200 per store

x 10 stores per state

x 6 months

+set up cost ($1000)

$37,000

In-store

Ambassador

Promotion

JB-Hifi & Big W

-Sydney/Melbourne/Brisbane

-3 stores per state

-4 hours per store

-3 promotions: January, March, May

$100 per hour for

personality

x 4 hours per store

x 3 stores per state

+ flights &

accommodation

($2000)

$16,800

24 | P a g e

x 3 promotions

TOTAL $1,246,400

10.0 Monitoring and Evaluation

Kinect’s 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

during campaigns, hits on YouTube, figures of how many people trialled the product in the

in-store promotion.

25 | P a g e

Appendix

26 | P a g e

Appendix A: Media Schedule

References

27 | P a g e

Alexander. L. (March 9, 2011). "Microsoft: Kinect Hits 10 Million Units, 10 Million

Games", Retrieved April 30, 2012 from

http://www.gamasutra.com/view/news/33430/Microsoft_Kinect_Hits_10_Million_Units_

10_Million_Games.php

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-spurring-

innovation-worldwide

Low, K.E., James, K.E., Kranenburg, K.E., Berry, C.T., (2009), An Examination of

the Visual Element Used in Generic Message Advertisements: A Comparison of

Goods and Services, Services Marketing Quarterly, pp. 69-84. Retrieved from

Business Source Premier Database

Debele, A., Lindgreen, A., Beverland, M., Vanhamme, J., Van Wijk, R., (2007), Why

Pass on Viral Messages? Because They Connect Emotionally, Science Direct, Vol.50

pp.291-304. Retrieved from Business Source Premier Database

Foti James 2010, Special: Analysing Microsoft’s Kinect strategy, viewed 2nd May 2012,

retrieved from http://123kinect.com/analysing-microsoft%E2%80%99s-kinect-strategy/

745/

Greenwald. A. (2010, November 6). Kinect vs. PlayStation Move vs. Wii: Motion-

Control Showdown. Retrieved April 25, 2012, from

28 | P a g e

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

Kinect for Microsoft. (2012). Microsoft Protégé 2012 Case Study Brief. Sydney,

Australia: Microsoft

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-the-

videogame-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-playstation-

move-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-most-

innovative-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

YouTube. (2011, April 10). Michael Jackson the Experience Kinect Commercial.

Retrieved April 1, 2012, from http://www.youtube.com/watch?v=1M5IaeHfNc

29 | P a g e

30 | P a g e