Hogeschool van Amsterdam Interactieve Media WC Marketing blok 2 week 2
Feb 12, 2016
Hogeschool van Amsterdam Interactieve Media
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
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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
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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
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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
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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
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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
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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!
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Market orientation
Competitors (Who are W! Games’ ‘competitors? What are their strengths and weaknesses?)
Suppliers (Who are W! Games’ suppliers? Do you see any potential problems or opportunities?)
Intermediaries (Who are W! Games’ intermediaries? Do you see any problems or opportunities here?)
Stakeholders (Who are W! Games’ stakeholders / publics? What interests might the have in W! Games?)
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Geographic variablesVariable Comment
World Region (e.g. Europe)
Continent
Group of countries (e.g. Benelux)
Country
Country size (large, medium, small)
Areas with country such as the Randstad,
City
City size
Area within a city (e.g. Amsterdam Centrum)
Population density (Urban, suburban, low density)
Climate
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Demographic variablesVariable Comment
Age
Gender
Family size
Family life-cycle
Life stage
Income
Occupation
Educational level
Religion
Race
Nationality
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Psychographic variablesVariable Comment
Social class (e.g. Upper, middle, lower)
Lifestyle
- Interests
- Hobbies
- Beliefs
- Attitudes
Personality type (e.g. extravert/ introvert, ambitious / satisfied, innvotive, traditional)
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Behavioural variablesVariable 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
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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?)