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Marketing Plan For A Gaming Company Entering A New Market

1969 words - 8 pages

Executive Summary:The following marketing plan forms the basis for the introduction of a new chain of games by Indiatimes. The analysis allows up to outline the best strategies to follow for the achievement of the company's strategic goals. India games content will be marketed as a unique platform while striving to reinforce the company's status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market with annual sales exceeding 12.5 million games.Company profile:Indiagames Ltd is India's benchmark mobile and online games company and a leading global mobile game publisher. Its products are developed and published across all major technology platforms and are distributed through partnerships with mobile operators in over 75 countries. The Company also distributes games via its consumer focused website and operates a broadband Games on Demand service located at Indiagames has over 300 employees and offices in Mumbai, London, Los Angeles & Beijing. Internationally the company publishes mobile titles via its IG FUN brand. Key investors include UTV- India's foremost Media & Entertainment Company, Adobe Inc. and Cisco Systems Inc. (Indiagames, 2008). As the No.1 gaming developer and publisher in India, Indiagames controls a 60% share in India's game-related wireless value-added services market which is estimated to be worth USD 29 million and is expected to grow to USD 250 million by 2010. (Nokia 2007)Target Market:Segment Identification: Games developed on the Java and Flash platform, to be established within the Digital Gaming sector.Segment Needs : The product will target both Psychological needs (entertainment value) and Social needs (sense of belonging within a peer group, using the online forum).Segment Trends : The current trends include more women and older persons playing games and the average age of players being 28 years which is a jump from earlier. Games are currently looked as a social activity and is played by whole families together. (Interactive 2007)Segment Potencial : Statistical reports anticipate an annual growth of 25-30 percent over the next 5 years. Current market stands at $125 million.(GDAA 2006)(Interactive 2007)SEGMENTATION VARIABLES AND BREAKDOWNS FOR AUSTRALIAN CONSUMER MARKET OF DIGITAL/MOBILE GAMESMAIN DIMENSIONSVARIABLESBREAKDOWNSGeographicSegmentationRegionNationwide (all provinces and territories) with emphasis on urban / metropolitan areas, and adapted strategies for all geographical groups.DensityUrban, suburbanClimateAll (East, West)DemographicSegmentationAge10-29 years old (teenagers, studying age and young adults)GenderMale and FemaleIncomeAll income groups.OccupationStudents; new graduated; new workers; young professionalsEducationElementary 4th grade, High school, CEGEP and UniversityRaceAll: Asian, Black, White, Native; other; with adapted strategy for consumers who are member of other online gaming communities.Home...

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