|
|
 |
|
Viewing report
|
|
|
|
Marketing Strategies for Success in Asia Pacific Gaming: Best Practice Analysis
Datamonitor, Oct 2003, Pages: 114
Introduction
The multi billion dollar gaming market is in a dynamic phase, new entrants and new product developments at all stages of the value chain are creating a tough competitive environment. This report examines the market environment, provides analysis of customer characteristics and identifies a blueprint for marketing success including media usage, competitor positioning and best practice examples.
Scope
- Overview of the market environment, analysis of the gaming value chain, flow of customer influences and emerging sectors such as wireless gaming
- Gives an in-depth understanding of usage of above the line and below the line marketing activities for all stages of your product or service launch
- Discusses the major competitor's strategies, positioning, use of media, successes and failures and how to apply these lessons to your business
- Gives clear and concise action points that form an insightful marketing plan that is equally relevant to competitors across the value chain
Report Highlights
Marketing messages and overall marketing mix remain similar throughout Asia Pacific, which allows for regional marketing planning. Where as Europe is a highly localized market, this study reveals that there is little localization in terms of marketing in regions. Changes are made, however, to tackle languages, regulations and to avoid cultural faux pas.
Sony had a poor online strategy. Despite the media featuring prominently in its marketing strategy it had two core weaknesses Firstly it relied on traditional approaches of pop ups/banners throughout all marketing stages, which customers were already bored of and secondly, it did not create good synergies between online and offline as Xbox did.
Begin marketing 8 months before launch date dedicate 60% of budget to pre-launch spend 60% of the budget on above-the-line marketing (ATL), 40% on below-the-line marketing (BTL) of which online marketing should be 30%: use limited online banners to build a presence online and to create awareness, avoid clutter, bring in guerilla marketing.
Reasons to Purchase
- Existing competitors can benchmark strategies against the industry best practice and gain an understanding of channel usage, market characteristics and a successful marketing plan
- Potential entrants learn the critical success factors for each stage of product or service launches, competitor’s marketing strategies and usage of media
- A clear and targeted marketing campaign is vital in any business but perhaps no more so than in the Gaming industry. Knowledge of industry practice is vital.
Customers who bought this item also bought
The 2009 World Market Forecasts for Imported Butadiene Rubber (BR)
Best Practice in Asia-Pacific Mobile Gaming
The 2009 World Forecasts of Butadiene Rubber (BR) Export Supplies
The 2009 Import and Export Market for Butadiene Rubber (BR) in China
The 2009 Import and Export Market for Butadiene Rubber (BR) in Iran
The 2009 Import and Export Market for Butadiene Rubber (BR) in Colombia
The 2009 Import and Export Market for Butadiene Rubber (BR) in Estonia
The 2009 Import and Export Market for Butadiene Rubber (BR) in Uruguay
The 2009 Import and Export Market for Butadiene Rubber (BR) in India
The 2009 Import and Export Market for Butadiene Rubber (BR) in Japan
Consumer concepts for Asia-Pacific
Chinese Markets for Polybutadiene Rubber (BR)
|
|
|
|
