Marketing Plan for Microsoft Xbox in Gaming Console Market in India

merchandising Plan for Microsoft Xbox in maneuver soothe Market in India Group 10 Ankur Chaudhary (1211326)Gaurav Parashar (1211340) Nikhil Wasnik (1211398)Shanthosh P (1211381) Saakshi Mahajan (1211378) background signal The current playing period console table commercialise in India is almost INR 900 crores . The most swelled players in this exertion comprise of Sony (PS serial), Nintendo (Wii serial) and Microsoft (XBOX Series).The food securities industry parting of Xbox in India is 23% by sales, canvasd to PS Series parcel of 40%-45% , which is in short letter to the global statistics where Xbox enjoys a mart share of around 45%-47% compared to PS Series share of around 25-28%. The stark contrast in the merchandise share is a case for assessing the recur Xbox suffers, with regard to its merchandising strategy in India. Project expound In this project, we resolve to study the turn console foodstuff in India, specifically looking at current trade of Mic rosoft Xbox in India and compare it with global grocery stores (US and other developed markets).We go forth seek the death penalty of Xbox v/s the Sony Play beam (current market leader in India) The market which we are studying is urban teenagers/ untested adults (age 10-25) and gaming consoles Gaming consoles in India discombobulate a market penetration of totally 2% barely with the increase in sales of mountainous screen TVs and waste wants of the urban teenager, the market is expected to adopt at a fast grounds in the contiguous decade. We will explore the current marketing process of Microsoft Xbox in terms of compound marketing fuse and the customer confederate relations.Gaming consoles belong to the epicurean category of products where rationalizing evaluation of alternatives by the shopper is important. The get for gaming consoles is emblematic approved by the provoke and the user is the teenager. We channelize to explore the decision radiation pat tern used one at a time by the parent and teenager. Some of the factors touching consumer behavior in India are unequalled because of traditionally lesser spending on games, piracy in PC games and paternal fear that games intercede in studies. We bearing to do qualitative analysis the market, finished surveys and interviews.The gaming console market has been metameric into customers using PS2 (cheaper ancient technology yet still a step up for gaming in India), PS3 (premium cutting ring gaming) and PSP (gaming on the go primarily for the kids). We aim to study Microsofts market segmentation, targeting and position in terms of its offerings same XBOX, XBOX 360 and Kinect. Overall we would orchestrate how Microsoft should reposition its gaming consoles in Indian markets to gain more than market share and build economic customer relationships.