'Marketing Plan for Microsoft Xbox in Gaming Console Market in India\r'

'Marketing architectural plan for Microsoft Xbox in Gaming Console Market in India Group 10: Ankur Chaudhary (1211326)Gaurav Parashar (1211340) Nikhil Wasnik (1211398)Shanthosh P (1211381) Saakshi Mahajan (1211378) Backdrop: The flow dramatic play solace foodstuff in India is almost INR 900 crores . The most prominent players in this industry equal of Sony (PS Series), Nintendo (Wii Series) and Microsoft (XBOX Series).The marketplaceplace section of Xbox in India is 23% by gross revenue, comp ard to PS Series’ fate of 40%-45% , which is in contrast to the global statistics where Xbox enjoys a market share of around 45%-47% compared to PS Series’ share of around 25-28%. The stark difference in the market share is a case for assessing the lag Xbox suffers, with believe to its marketing strategy in India. Project lucubrate: In this project, we aim to study the gaming console market in India, specifically looking at current marketing of Microsoft Xbox in Indi a and compare it with global markets (US and other developed markets).We will look the writ of execution of Xbox v/s the Sony Play station (current market leader in India) The market which we are studying is urban teenagers/young adults (age 10-25) and gaming consoles Gaming consoles in India have a market penetration of lonesome(prenominal) 2% only with the increase in sales of big screen TVs and leisure wants of the urban teenager, the market is expected to grow at a unshakable pace in the next decade. We will explore the current marketing process of Microsoft Xbox in price of integrated marketing mix and the customer ; accomplice relations.Gaming consoles belong to the hedonic category of products where rationalizing evaluation of alternatives by the shopper is important. The purchase for gaming consoles is typical approved by the enkindle and the user is the teenager. We aim to explore the determination pattern used individually by the parent and teenager. Some of the f actors affecting consumer behavior in India are unique because of traditionally lesser spending on games, piracy in PC games and parental precaution that games interfere in studies. We aim to do qualitative analysis the market, through surveys and interviews.The gaming console market has been segmented into customers using PS2 (cheaper old technology but still a step up for gaming in India), PS3 (premium cutting edge gaming) and PSP (gaming on the go primarily for the kids). We aim to study Microsofts market segmentation, targeting and go down in terms of its offerings like XBOX, XBOX 360 and Kinect. Overall we would hail how Microsoft should reposition its gaming consoles in Indian markets to produce more market share and build profitable customer relationships.\r\n'