Team 1: Colin Mackay

Product Launch Report CONTENTS

1. INTRODUCTION

2. STP

3. USP

4. 4Ps

5. SWOT

6. CONCLUSION INTRODUCTION

Video games were introduced as a commercial entertainment medium in 1971, becoming the basis for an important entertainment industry in the late 1970s/early 1980s in the United States, Japan, and Europe. After a disastrous collapse of the industry in 1983 and a subsequent rebirth two years later, the video game industry has experienced sustained growth for over two decades to become a $10 billion industry rivaling the motion picture industry as the most profitable entertainment industry in the world.

Now we bring to you, the next level of gaming experience of the seventh generation, ‘XCESS’ that too to be launched in India, for the first time ever. What we are bringing into the market will give the gamers an experience worth a lifetime, that too at shockingly reasonable prices. Competing against Playstation and Xbox 360 we are going to be the next face of the gaming industry…… BECAUSE WE DELIVER EVERYTHING IN EXCESS. 4Ps

Product

The console we are introducing can play DVDs and even write a DVD. The console also has an embedded LAN chip which detects any wireless LAN connection exactly acting like a Bluetooth during the game play the chip detects wireless LAN connection and once connected, just choose a player from anywhere across the country and start playing.

The dimensions of both the base and the rest are the same. Under the wood paneling of the base of the couch the console is fixed. The couch has got wheels so that it can be dragged along anywhere and the couch also has aluminum steel arms which are foldable. The inside of the arm is fully circulated for USB connection. On the right hand side of the arm there is numpad cum alphapad embedded in the arm so as to write the names or command during the gameplay. The left arm has a joystick which is attached through a USB port and is also detachable; it is used as similar function of a mouse in computer except to move forward in the game just push the joystick. The steering wheel is attachable via USB port and also two leg pads which act as accelerator and a brake during a racing game also connected through USB ports situated at the back of the couch and the joystick acts as the gear during the game. The grand equipment is our virtual reality simulator which is placed on the eyes and two minute speakers on the headset which are automatically fitted in the ears when the player is wearing the headset. This accessory gives the effect of virtual reality of the game i.e. you feel you’re actually in the game and living it. The players have their own visualization and are not disturbed while playing.

Another exciting feature of the console is that it is fully portable and foldable. The frame of the couch is made of aluminum. When you want to take it to your friends house just remove the steering wheels and leg pads and then fold the aluminum arms inwards. Then fold the couch again inwards. When completely folded the console is inside the couch hence providing a good cushioning and thus protecting it even if it falls down, a feature not available in Playstation or Xbox360

The other functions that are available is the jack behind the couch for video and audio output i.e. the player’s friends can watch them playing on the TV by connecting to the video output of one of the couches. Same can be done for audio output when the external speakers have to be connected to hear the sound.

We are launching the ‘Xcess’ exclusive outlets in all the seven metropolitan cities of our country i.e. Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad and Ahmedabad. Also our product would be available with all the leading electronic dealers.

Our starting price will be the biggest shocker being just Rs. 25,000!!!! So that one does not have to think twice before buying our product.

Promotion

Our brand ambassador, the famous bollywood actor, Hrithik Roshan will be the face of the company.

We are planning to promote xcess through means of :

Television Newspaper Magazines Electronic Billboards Hoardings Promotional Events

STP Segmentation

On the basis of Age

8-12 13-18 18 +

Targeting

We are mainly targeting the teen-agers and youngsters in the country .Our marketing strategies are framed in such a manner so as to attract the teen-agers and youngsters.And this is the main reason why we have chose Hrithik Roshan as our brand ambassoder.

Positioning

We would be positioning our product in the minds of the customer through our brand ambassador.

Also with our strong ad campaign we would be able to position our product well in the minds of the customers. USP

Our gaming console ‘xcess’ as a whole is a new concept in the gaming console industry. Whats special in our product is that unlike our competitors our console already consists of all the major accessories a gamer wants such as virtual reality simulator, the steering wheel, leg pads and a couch to provide the gamer a comfortable posture. SWOT

Strength

The ‘Xcess’ is an every format CD reader so that even a playstation or Xbox or any other CD will also work in this console.

It can play DVDs and also write a DVD.

An embedded LAN chip detects any wireless LAN connection and once connected, just choose a player from anywhere across the country and start playing.

Completely foldable and portable... The couch is got wheels so that it rolls anywhere and couch also has foldable aluminum steel arms. To fold just remove the steering wheels and the leg pads and then fold the aluminum arms inwards. Then again, fold the couch inwards as its frame is made of aluminum which is foldable.

virtual reality simulator placed on the eyes and two minute speakers on the headset which are automatically fitted in the ears when the player is wearing the headset gives the player a real effect of the game.

When completely folded, the console is inside the couch thus providing good and soft landing protection if it falls down or while transportation, which is not available in the Playstation or Xbox 360.

Another function is the jack behind the couch for video and audio output i.e. the players friends can watch them playing on the TV by connecting to the video output of one of the couches. Same can be done for audio output when their external speakers have to be connected for their friends to hear the sound.

It is more affordable than its competitiors.

Weaknesses

New in the market

Existing giant players in the gaming industry. Completely new model. This may be a strength as well as a weakness.

Opportunities

We have a great opportunity in the Indian market as a survey conducted by an agency on our behalf shows that every year the number of gaming console owners are on a rise. Conclusion

So the best part of this gaming console is that the console is introduced into the Indian market with an l price . This is the next level of virtual reality gaming. We are sure that our product is going to be a success in the gaming console industry.