Marketing mix Finalppt

Activision, Inc. is a leading international publisher of interactive entertainment software products. Activision's products cover the action/adventure, action sports, racing, role-playing, simulation, first-person action and strategy game categories. The company's target customer base ranges from casual players to game enthusiasts, children to adults, and mass-market consumers to value buyers.

1.Product 2.Place 3.Price 4.Promotion

Activision develops its products using a combination of its internal development resources and external development resources acting under contract with the company. ACTIVISION’S products are highly recognizable One developer will often produce the same game for multiple platforms and will produce sequels to the original game.

Sports Games Action Games Adventurous Games

Activision's headquarters is located at 3100 Ocean Park Boulevard, Santa Monica, California 90405. Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Italy, Japan, Australia, Sweden, Spain, the Netherlands and South Korea. Activision believes that the company has successfully diversified its operations, channels of distribution, development talent pool and library of titles, and has emerged as one of the industry's leaders.

Price is the one element of the marketing mix that produces revenue, the other elements produce cost. Prices are the easiest marketing mix element to adjust; product feature, channel and even promotion take more time price also communicates to the market the company intended value positioning of its product or brand. Activision continues to focus on increasing its margins.

The company's publishing business involves the development, marketing, and sale of products directly, by license or through its affiliate label program with certain third-party publishers. Its distribution business consists of operations in Europe that provide logistical and sales services to third-party publishers of interactive entertainment software, its own publishing operations and manufacturers of interactive entertainment hardware. Activision completed a number of acquisitions of both software development companies and interactive entertainment product distribution companies.

1. SEGMENTING 2. TARGETING 3. POSITIONING

we would distinguish between game buyers who are primarily seeking low-cost basic games and those high-cost adventurous games. The company has created, licensed and acquired a group of highly recognizable brands that it markets to a growing variety of consumer demographics. The success of Activision's publishing business depends, in significant part, on the company's ability to develop high quality games that will generate high unit volume sales.

The company's target customer base is ranges from casual players to game enthusiasts, children to adults, and mass-market consumers to value buyers. They are targeting every market with their products. Activision has targeted not only kids but also adults & mass marketed consumers. Activision has adopted the selective specialization strategy for targeting the consumers. A strategy based on brand is likely to be sustainable because it creates competitive barriers.

Activision has positioned its product well in the minds of its customers. Activision is one of the leading companies in the gaming industry. Activision’s flow of games is growing rapidly in the competitive market. Activision has positioned its product by taking superheroes into consideration such as Spider Man, X-Men, Fantastic 4, Shriek and many more, Not only these movies heroes but also sports heroes such as Tony Hawk for its skates, Kelly Slater for surfing, Shawn Palmer for snow boarding and many more heroes.

EA Sports is a brand name used by Electronic Arts since 1993 to distribute games based on sports . 2. EA Sports reflects the aim of the early games to portray reality as best as the technology would allow.

Most EA Sports games are distinguished by year, as most games are released on a yearly basis. Activision’s games are releasing on a yearly basis and on a basis of hi-fi world tournaments . EA has the license for the FIFA World Cup and the European Football Championship.

Action Games Adventurous Games Sports Games

EA GAME’S products are famous in all over the world. EA is currently headquartered in Redwood City, California.

EA GAMES determining to sell their products directly to buyers. EA GAME’S gross margin is all time high. This policy of dealing directly with retailers gave EA higher margins and better market awareness, key advantages the company would leverage to leapfrog its early competitors.

EA was the first publisher to release yearly updates of its sports. EA GAMES agreed to release games on Xbox Live on. In order to provide realistic gaming experiences, the designers of the company work in tandem with celebrities and sports organizations through contracts.

EA GAMES is a leader in PC and console games and possesses the ability to publish interactive software game modules for several platforms. EA is a leader in PC and console games and possesses the ability to publish interactive software game modules for several platforms. The company integrated its online business segment into its core business segment and operates as a single entity.

The EA games is set to release new data on the game demographic tomorrow that dispels the notion that the vast majority of "heavy gamers" (i.e. hardcore) are 18- to 34-year-old males. 45 percent of the EA Heavy Gamer segment and almost a third of the Avid Console Gamer segment (which represents the largest group) are between the ages of six and 17. Kids, and specifically teens a the people who have more free time on their hands, and therefore more time to play games.

Electronic Arts is uniquely positioned with the resources, scale and creative bandwidth to simultaneously accomplish these ambitious goals. EA is looking in to three major components for positioning are customer targets, competitor targets, and competitive advantage. For developing the positioning, EA Understands how the mind receives, stores or rejects information is improving the positioning objective coincide with actual positioning in the target audience.

The Rockstar Games label was founded in 1998 by Sam Houser, Terry Donovan, Dan Houser, Jamie King and Gary Foreman. The brand is most known for the Grand Theft Auto series.

ROCKSTAR GAMES are mostly known for the gta series and vice-city games. ROCKSTAR's aggregate review performance has shown a downward trend in quality over recent years.

ROCKSTAR changes its margin according to product quality. They decide their price according to the demand of that product and additional qualities. ROCKSTAR games has its products like GTA series i.e. Grand Theft Auto Series which is contributing much to their margin due to its tremendous demand in the competitive market.

ROCKSTAR promoting its products by releasing music albums along with games like GTA. They promote their products by supplying their postures and banners in the malls. In-game radio stations have always been one of the most celebrated technical and creative aspects of the Grand Theft Auto franchise delivering a seemingly authentic radio experience

According to the ROCKSTAR's Gamer Segmentation Report , 45 percent of the Rockstar Heavy Gamer segment and almost a third of the Avid Console Gamer segment (which represents the largest group) are between the ages of six and 17. The fact about ROCKSTAR is 45 percent of heavy/hardcore gamers are actually in the 6-17 age groups, The Rockstar is not releasing new data on the games.

The Rockstar, categorizes gamers into six segments: Heavy Gamers, Avid Console Gamers, Mass Market Gamers, Prefer Portable Gamers, Secondary Gamers, and Infrequent Gamers. The Rockstar also found that 21 percent of the Heavy Gamers segment is female, because female audience has grown in recent years.

ROCKSTAR is not positioned well in the competitive market. Only through GTA, ROCKSTAR is known to the customers.

Comparison on the basis of STP POSITIONING EA GAME’S TARGETS MAINLY DEPENDS ON SPORTS ACTIVISION TARGETS ALL AGE GROUP TARGETING SEGMENTING

Comparison on the basis of 4P’S PROMOTING ITS PRODUCTS BY RELEASING MUSIC ALBUMS ALONG WITH GAMES LIKE GTA USES STRATEGY OF PLATFORM-AGNOSTIC DEVELOPMENT AND MULTI-YEAR FRANCHISES FOR PROMOTION USES THIRD – PARTY PROMOTERS PROMOTION CHANGES MARGIN ACCORDING TO PRODUCT QUALITY GROSS MARGIN IS ALL TIME HIGH INCREASING ITS MARGIN CONTINOUSLY PRICE KNOWN IN MANY FEW COUNTRIES ONLY FAMOUS IN ALL OVER THE WORLD EXPANDED IN MANY COUNTRIES PLACE MOSTLY KNOWN FOR THE GTA SERIES GAMES ARE RELEASING ON A YEARLY BASIS AND ON A BASIS OF HI-FI WORLD TOURNAMENTS PRODUCTS ARE HIGHLY RECOGNIZABLE PRODUCT

Marketing mix Finalppt

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