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Microsoft launches marketing strategy and retail engagement for Xbox 360 and hardware products

Microsoft launches marketing strategy and retail engagement for Xbox 360 and hardware products

Author | Pallavi Goorha | Saturday, May 05,2007 8:59 AM

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Microsoft launches marketing strategy and retail engagement for Xbox 360 and hardware products

Microsoft has launched a marketing and distribution strategy for Xbox 360 and the hardware products. As a part of the retail engagement, the company has also recently tied up with Cartoon Network for a gaming championship called ‘Toonami: Game On’ that was held in Mumbai, Delhi and Hyderabad.

Mohit Anand, Country Manager- Entertainment and Devices Division, Microsoft, said, “We have followed a 360-degree approach while doing the publicity of Xbox 360. We have used every form of media, from TV ads to print campaigns, hoardings, and other forms of outdoor publicity. We also have regular promotions that are currently running at all the major malls across the nation. We want to achieve an integrated marketing communication through our brand ambassadors, Akshay and Yuvraj, who are involved in promoting the Xbox 360 to achieve the ultimate theme of our tag line ‘Game On’. We are working with several partners in each city, including specialty stores, hypermarkets, departmental stores, consumer electronic stores and various retail chain stores. Our hardware products are available through the Microsoft’s strong network of 9,100 resellers across 83 cities in India.”

“In the retail engagement, we tied up with Cartoon Network for a gaming championship that was held in Mumbai, Delhi and Hyderabad. The winners of the championship in each city won an Xbox 360 each, along with a trophy. We have also set up 1,000 kiosks across the country. Our flagship stores have all that gamers need for their Xbox 360, from both variants of the console to the latest Xbox 360 gaming titles and accessories like the faceplate, memory drive, etc. Customers can also get hands-on experience on their Xbox 360 before making a buying decision. Apart from this, Microsoft also has a partnership with Redington for the distribution of Xbox 360 and its hardware products in India,” Anand elaborated.

He further explained that the company has always been strong with its hardware products, and has recently launched seven new products. “Our singular aim is to provide a superlative PC experience to the performance-driven PC user who wants to derive maximum value from the input devices he or she uses. We also take pride in sharing our entry into integrated communication experience products like webcams and headsets, thus giving our users richer communication experiences. Xbox 360 and hardware products are two very different categories, and we are very happy to be present in both,” he concluded.

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