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WC Marketing blok 2 week 2. 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.
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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
50+ Wii Briefing - blok 2 team assignment
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
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
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
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
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
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
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
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!
