Brand Equity Model For Microsoft Xbox 360 Elite

Game console

BY -> -- Pratik Negi -- ISBE { 09-11 } SS -- Brand Management

About •Name Xbox 360 •Type Game console•Compatibility MS Windows XP Media Center compatible •Enclosure Color Black

Game Console•Color Support Color •Media Type DVD ROM

Processor•Type IBM PowerPC 3 cores 3.2 GHz •Installed Qty 1 •Floating Point Performance 1000 GFLOPS

Memory / Storage•RAM Installed ( Max ) 512 MB ( 512 MB ) GDDR3 SDRAM - Integrated •Cache Memory 1 MB •Storage DVD-ROM 12x - Tray •Hard Disk Drive Yes •HDD Capacity 120 GB

Source==http://farm4.static.flickr.com/3603/3427118784_275f09146d_o.jpg

Market share and usage for the product

COMPETITION WITH PSP

Sony Play station

1. Price-$399 for the 80GB version, and $499 for the 160GB version

2. Processor-The CPU of the Play station 3 is a 3.2GHz Cell Broadband Engine with up to 8 "synergistic" processing units.

3. Graphics- The Play station 3 uses an nVidia RSX "Reality Synthesizer" graphics processor (GPU) with 24 pixel pipelines and 12 vertex pipelines

4.Drive- The PS 3 optical drive is a slot loading Blu-ray BD-ROM drive. It can launch games or play DVD movie discs or Blu-ray movie discs

5. Video support-The PS3 has an HDMI port and supports 1080p. That comes in handy with our new Sony 46" 1080p LCD flat panel screen

Xbox 360

1. Price-$299 for a 60GB version, and $399 for a 120GB Elite.

2. Processor-The Xbox 360 sports a custom 3.2GHz G5 with 3 dual-threaded cores

3. Graphics- Xbox 360 uses a custom ATI processor with 48 unified pixel/vertex pipelines.

4. Drive-The Xbox 360 has a tray load Dual-Layer DVD-ROM drive.

5. Video support-Xbox 360 the best quality video output is component and maxes at 1080i. The Xbox 360 Elite, however, does include an HDMI port and supports 1080p.

Knowledge matrix (Brand Awareness) Recognition

Unaided recall

Aided recall

Top-of-mind recall

Recognition well known brand and readily recognized in the gaming world. Unaided recall no need to bang consumer head for the market presence of the gaming podAided recall No need of Aided recall as established brand and less competitors

Top-of-mind recall Yes when comes to buying a Game Pod, Xbox 360 elite is definitely a consideration for many Game lover because of the popularity and Mother company {Microsoft}

KNOWLEDGE MATRIX (BRAND AWARENESS) RATING DONE

|---1---2---3---4---5|___________|

From the scale of 4 on 5 for Brand Knowledge Matrix

1. Brand not recognized at all

3. Xbox 360 is known over many other range of products available

4. Its survival in the cut throat competition make it known product.

5. Has surpassed every competitor and a dominant player ( dictating the market)

2. Xbox is sometimes recognized as a option for gaming console when options are there

PREFERENCE METRICS

Familiarity

Consideration

Purchase

Usage and Loyalty

Familiarity Yes a familiar brand to all the elite consumers.

Consideration Yes a biggest consideration when comes to buying the product for in the entertainment sector (gaming world).

Purchase The Price being bit high is a hindrance in the sale of product

Usage and Loyalty features incorporated and the technical advancements done Have paid off. Is a user friendly product and customer are loyal to brand

PREFERENCE MATRIX

|---1---2---3---4---5|________|

From the scale of 3 on 5 for Brand Preference Matrix

1. Brand not preferred at all

3.Preferred over other product range but sometimes lack in few features.

4. Xbox 360 is preferred mostly over many other range of products available

5. Has surpassed every competitor when comes to preference as a game machine

2. Xbox is preferred as a option for gaming console with other options preferred over Xbox 360 elite

Market share distribution monthly basis

Source--http://www.tgdaily.com/images/stories/article_images/npd/200901/npdjan2009msh.jpg

FINANCIAL METRICSMarket share

Price premium

Revenue

Transaction value

Price premium Its bit on a higher side as compared to other market competitors giving same feature with base prices

Revenue still the segment is very competitive the brand has still contributed to Microsoft’s loss making brandSource-- Despite More Revenue, Xbox 360 Division Profits Down | Binge Gamer

Growth Rate thus maintaining a average growth rate

Market share Bit fluctuating but has maintained a steady market share

FINANCIAL MATRIX

|---1---2---3---4---5|__________|

From the scale of 4 on 5 for Financial Matrix

1. Brand not making profit at all

3.financail independent product but has yielded average response for the company

4. Xbox 360 has done reasonably well in the market.

5. Has surpassed every competitor and is a asset to the company.

2. Xbox is considers as a profit making option for Microsoft but hasn’t lived up to expectation.

Performance Dimensions

Primary characteristics & supplementary features Good (all the base features for the game console to be competitive are present in the Xbox360 elite)

Product reliability, durability, serviceability Good ( As being in the electronic class, the features incorporated are good after sales service, + the durability is not a concerned as the product itself can be revamped or improved) Service effectiveness, efficiency Good (As market Expectation)

Style and design Best ( As a market fighter and consistent improvement’s are being added in the Xbox series. The design, patterns are best in the class to be used at professional level as well)

Price Bad (In this index the product Xbox 360 has lost the major market because other companies are projecting same features at less price with same Configuration.)

|---1---2---3---4---5—6---7|_____________|

From the scale of 5 on 7 for performance dimension

Performance Dimensions ( Scaling)

1. Worst (lacks any feature to sustain in the market)2. Bad ( has omitted major factors to be a competitor)3. Average ( can work as a normal product)4. Good (has some characteristics to sustain market)5. Better ( is a product with majority common but necessary features)6. Best ( add on features + features to be a market leader)7. Incompatible ( is a un imaginary product has been a envy to competitors)

|---1---2---3---4---5—6---7|________________| From the scale of 6 on 7 for

imagery dimension

Imagery Dimensions ( Scaling)

1. Worst (lacks any feature to retain the image)2. Bad ( has omitted major factors to be a image generation of Xbox 360)3. Average ( can work as a normal product can maintain image)

4. Good (has some characteristics to sustain market and created its image)5. Better ( is a product with majority common but necessary features and image cant be tarnished)6. Best ( add on features + features to build an efficient image)7. Incompatible ( is a un imaginary product has been a envy to others

Judgment Dimensions

Brand quality Better ( as a Microsoft product the value for money is awesome, and quality standard are well maintained )

Brand consideration Good (has incorporated all the features that are necessary for the product to be a success but other competitors are also giving a good fight ( price index a worry)

Brand superiority Average ( cant be termed as a market leader but as market fighter. But has made inroads in the market to be a good to go competitor for others )

Brand credibility Better (can be trusted not as a blindfolded approach but really it’s a product that can be trusted)

|---1---2---3---4---5—6---7|_____________|

From the scale of 5 on 7 for judgment Matrix

Judgment Dimensions ( Scaling)

1. Worst (lacks any feature to retain the image and feature to sustain in the market)

2. Bad ( has omitted major factors to be a image generation of Xbox 360 and market competitor)3. Average ( can work as a normal product can maintain a )

4. Good (has some characteristics to sustain market and created its image and market penetration)5. Better ( is a product with majority common but necessary features and image cant be tarnished and has

effectively made wonders in market)6. Best ( add on features + reliability is best with technical

advancements)7. Incomparable ( is a un imaginary product has been a envy to others)

Average scaling on the different Matrices

Knowledge matrices Preference matricesFinancial matrices

33.66

|--1--2--3--4--5--||_______|

For the average scale for different matrices we can rank 3.66 on 5 for Xbox elite 360

Average scaling on the different dimensions

Performance dimensionImagery dimension

3

|--1--2--3--4--5—6--7||___________|

For the average scale for different dimensiona we can rank 5.33 on 7 for Xbox elite 360

Judgment dimension5.33

Xbox 360 elite the name resides in the minds of gamers (consumer)

1. Attitudes - As a Microsoft product the any Xbox product line item is readily excepted 2. Perceptions Any Buyer tend to have +ve attitude because of the company Name

3. Images Microsoft as company has a image which pushes Xbox dependability

Brand Salience Dimensions

• Recognition & recall well established software manufacture behind the back and a well established Xbox brand to back the

product, when it comes to buying game station (first name comes in every gamers mind is Xbox)

|-1-2-3-4-5-6-7-8-9-10-||_______| From the scale of 5 on 10 for

recognisation and recall of Xbox

Rating done for recognisation and recall

Scale 1 — brand not know to anyone and domestic productScale 2 — brand known in a smaller region and used in small partScale 3 — brand not that popular fighting for survivalScale 4 — brand not able to penetrate the market as expectedScale 5 — brand able to live up to its expectationScale 6 — brand has given stiff competition to others as expectedScale 7 — brand has fulfilled all the attributes forecastedScale 8 — is a fighting brand making progress day by dayScale 9 — outclassed the competitorsScale 10— Is a must buy in the category

• Strength & clarity All this is because of the triangular battle with Nintendo and Sony play station. So all the brands are well recognized.

And really a nightmare to select from the three .choosing the gaming pod

|-1-2-3-4-5-6-7-8-9-10-||_____| From the scale of 4 on 10 for

Strength and Clarity Index

Rating done for strength and clarity

Scale 1 — brand not having any featureScale 2 — brand having common known featuresScale 3 — brand relatively successful in few aspects and featuresScale 4 — only few features are distinct Scale 5 — brand able to live up to its expectation in terms of value for moneyScale 6 — brand has given stiff competition to others as expectedScale 7 — brand has fulfilled all the attributes forecastedScale 8 — is a market leader when comes to features but price is a limitationScale 9 — outclassed the competitorsScale 10— Is a must buy in the category

• Brand awareness and Purchase and consumption consideration Microsoft name which people trust blindly and features that are incompatible are assets to

awareness and (as a niche product techno savvy people know the hardware and software behind the game pod)

Scale 1 — people don’t know about the brandScale 2 — consumer hesitate to go or even ask for the productScale 3 — consumer don’t really give a glance while opting for a game machineScale 4 — consumer give preference to other brands bluntly Scale 5 — consumer’s have better option than Xbox 360 eliteScale 6 — brand has stiff competition to others as expected but sometimes preferredScale 7 — brand is one of the options that fulfill the requirement (Microsoft tag works) Scale 8 — market leader when comes to purchase consumer opt for it majority timesScale 9 — outclassed the competitors, preferred in majority choicesScale 10— dominated the whole segment

Rating done for awareness and consumption

|-1-2-3-4-5-6-7-8-9-10-||______ _|

From the scale of 5 on 10 for awareness and purchase and consumption consideration

|-1-2-3-4-5-6-7-8-9-10-||______|

Overall Average Rating ( On Brand Salience)

From the scale of 4.66 on 10 for Overall rating

Brand pyramid

Overall brand rating ( 6.531/10 )

Rating on Brand salience ( 4.66 / 10)

Avg Rating on different matrices ( 3.66 / 5 )

Rating on differentDimension of brand ( 5.33 / 7)

Converting all the three scales out 10 and then Taking the average

Thank you

References

www.google.comwww.cnet.comwww.barefeats.comwww.hardcoreware.netwww.xbox.comwww.associatedcontent.comwww.gwn.comwww.answers.comwww.betanews.com

Conclusion

1. Xbox 360 elite is a well established brand on its own. Microsoft has

developed a product they can bank on .2. Xbox 360 elite is a Game console that is giving stiff competition

to others in terms of technology, customer satisfaction but

getting a hit when comes to price index 3. The brand equity model that can be suggested for the product

would be more considered as “ Consumer centric and technical ”