Marketing Process and Planning - Essay Example

Marketing process and planning 1a PESTLE ANALYSIS Economic: Anki Drive is set to be sold in the UK. However, thereare both economic and microeconomic factors that might affect the gaming industry in these two countries. Some of these factors include economic downturn, recession, the willingness of the people to buy the game, household income, business cycle, and the elasticity of demand. Anki Drive has an average selling price and thus average wage earners will be able to purchase the game. On the issue of recession and downturn, it might favor the market for Anki Drive. During downturn, people will spend most of the time at home, and considering that games are not very much expensive, they will opt to buy more games. However, due to a variety of other games, Anki drive will be affected by the elasticity of demand. The prices are likely to go down since there are many competitors in the market. Social: The product will only be limited to the Apple users in the UK. This might affect the market share of the product if there are only few people who use the Apple gadgets. In addition, considering the Apple products are expensive, they might limit the usage Anki Drive. Technological: Anki Drive would have had a bigger market share if it would have been launched in other smart phones apart from Apple phones. On the other hand, there will be a high competition from other games that can use all type of smart phones, which will be likely to beat Anki Drive in the market share. Legal: Anki Drive might face high taxes in UK since there are many gaming industry and thus the government might impose high taxes in order to regulate such games in the market. 1.3 Segmentation: Anki Drive has a particular segment in the market. Being a car racing game, most youths will prefer the game because most of them love cars. However, the game can only be supported by Apple iOS devices. Therefore, only the iPhone and iPad users will have access to the game. Most youths in the current generation prefer to use these devices because of their unique features and the improved technology. This is the reason the company decided to chose these devices for Anki Drive. The UK and the US has a lot of youths who are gamers. Thus, the market was segmented mostly for these youths where it will provide a unique and entertaining way to play games. Youths will always show interest in new pattern of games, and that is why Anki Drive is in the market (KOTLER, 2013).  1.4 Targeting: As said earlier, Anki Drive is mostly targeted to the youths and the users of Apple products. Thus, the company is going to use concentrated marketing strategy in marketing this video game. In a concentrated marketing strategy, a company targets only one major group of customers to deliver its products. Having explored the market trends for other games, youths were found to be the most likely to buy these products. The level of technology has greatly increased over the last couple of years, which has enabled Anki Drive to come with a whole pack of new features in the gaming industry. The features are more targeting on the youths than any other age group in the gaming world. Since the company has already set its market target, it will be easier to improve on features depending on the preference of the targeted group. 1.5 Buyer behavior effects: Considering the market segmentation and targeting, the product will do very well in the market. The reason we chose to concentrate on the youths is because of their love for games. In addition, they prefer flashy gadgets like the Apple products, which add on the advantage of the game. The improved features of the Apple products and the ones that come with Anki Drive will attract most customers. The game is both sociologically and economically friendly. It is a game that can be played by the youths without the parents worrying about a changed behavior or a change in psychology of a child. 1.6 Positioning strategy: Anki Drive focuses on increasing its market share since it is a new company. To do this, the company will major on its new technology and features of the game to do its advertisements. On the other hand, its association with Apple will have an added advantage since most people prefer these products. Anki Drive will carry the message “Gaming has never been classic than Anki Drive”. This will help attract a lot of customers and make them curious to know how classic the game is. 2.1 Marketing mix: A marketing mix is a strategy that combines various variables in order to produce the results a company needs. The marketing mix is 4P and they include products, place, price, and promotion. Therefore, Anki Drive will have to consider all these variables in order to gain a big market share in the UK markets. In regard to this, the company has chosen good places for its market, which is the UK. The product and price are favoring the targeted group, which are the youths and iPhone and iPad users. Promotion, on the other hand, will be gained by doing quality advertisement. Having such a balanced marketing mix will help the company thrive in a market that is dominated by other game providers (CHEVERTON, 2004). 2.5 Advertising Campaign: 2.6 Planning Technique for Advertising Campaign: The intention of the campaign is to increase the market share in the UK and to get as many customers as possible. The campaign is aimed at the youths, most of whom are game lovers. Thus, the infrastructure on which the advertisement will be done is on the internet and other social platforms. The main message of the campaign will be telling the prospective customer of the goodness of the game and its improved features and technology. To fully gain the customers’ attention, the advertisement is scheduled to last for at least six months. Within the six months, the advertisement alone will consume approximately $50,000. The campaign will be very effective since it is using platforms that the youths like, who are the prospective customers. 3.2 Difference in Marketing of Anki Drive to Business rather than Individual Consumer: The move to sell the product to other businesses like potential distributors is because these distributors are well aware of the market. They are close to the consumers and will be in a position to identify where the market is concentrated. It might be hard for the company to identify individual needs of the consumers since they are hardly in contact with them. In addition, the company will be able to get feedback from the distributors about the customers’ response towards the product (BARSCHEL, 2007). Critical analysis: The whole plan about getting access into the UK market is great. The plan for advertisement is very effective since the company will be able to reach its customers. Social media and the internet are one of the main avenues for advertising for this business. This is because they are the most used avenues by the youths, who are the main target. However, the company needs to come into contact with the customers I order to get their feedback about the product. They can do this through online survey or by distributing questionnaires to the trusted customers. The distributors can help the company get this information. References BARSCHEL, H. (2007). B2B versus B2C Marketing - Major Differences Along the Supply Chain of Fast Moving Consumer Goods (FMCG). München, GRIN Verlag GmbH. http://nbn-resolving.de/urn:nbn:de:101:1-2010081316727. CHEVERTON, P. (2004). Key Marketing Skills 2 Strategies, Tools and Techniques for Marketing Success. London, Kogan Page. http://public.eblib.com/choice/publicfullrecord.aspx?p=227367. FERRELL, O. C., & HARTLINE, M. D. 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