DEVELOPING A MARKETING COMMUNICATIONS PLAN FOR AN iOS GAME : Guavo case
Grechkina, Alina (2014)
Mikkelin ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014111215507
https://urn.fi/URN:NBN:fi:amk-2014111215507
Tiivistelmä
The growth of the smartphones’ and tablets’ penetration facilitated the emergence of the mobile applications (software) distribution platforms – app stores, especially one of the biggest – the Apple App Store. This platform served as a huge marketplace for many applications the majority of which were games. Due to a high number of monthly apps submissions to the app store, the market could be considered as highly competitive, thus, it was a challenge for many newcomers not only to survive but also to succeed on the market.
As one of those newcomers, GUAVO o.z. was aiming at launching a retro game – the “Tunneler”. Due to the fact that the application was still in the process of creation, it needed a sound marketing communications strategy. Therefore, the main objective of the thesis was to develop a comprehensive, ready-to-use marketing communications plan.
For that purpose several issues had to be covered. First of all, the review of the existing theories was required in order to conduct the research. Thus, the theoretical part of the thesis included such topics as the general presentation of marketing communications mix, more specific look at the online marketing communications and the Apple App Store specifics. The research part of the study included mixed methods. It implied the investigation of the current situation, the targeting and positioning preferences of the case company through a semi-structured interview, the examination of the gaming industry and the selected target through the review of electronic materials, and identifying the best practices of the existing market players with the help of benchmarking research. Both types of the data – primary and secondary, were used and analysed by utilizing inductive and deductive approaches.
As a result, the research brought the significant findings. First of all, the semi-structured interview with the company’s representative revealed the current state and identified the company’s preferences in marketing communications. Secondly, the industry research showed the four main trends of the mobile gaming market: the growing share of Free-to-Play games; the transformation of the games into services; appearance of the art of balancing value and profits; and finally, expending global mobile games market. Finally, the benchmarking showed the importance of integrating PR, websites, social media, sales promotion and mobile marketing in formulating successful marketing communications strategy. The gained knowledge was applied to the case company as the propositions which were included in the marketing communications plan.
As one of those newcomers, GUAVO o.z. was aiming at launching a retro game – the “Tunneler”. Due to the fact that the application was still in the process of creation, it needed a sound marketing communications strategy. Therefore, the main objective of the thesis was to develop a comprehensive, ready-to-use marketing communications plan.
For that purpose several issues had to be covered. First of all, the review of the existing theories was required in order to conduct the research. Thus, the theoretical part of the thesis included such topics as the general presentation of marketing communications mix, more specific look at the online marketing communications and the Apple App Store specifics. The research part of the study included mixed methods. It implied the investigation of the current situation, the targeting and positioning preferences of the case company through a semi-structured interview, the examination of the gaming industry and the selected target through the review of electronic materials, and identifying the best practices of the existing market players with the help of benchmarking research. Both types of the data – primary and secondary, were used and analysed by utilizing inductive and deductive approaches.
As a result, the research brought the significant findings. First of all, the semi-structured interview with the company’s representative revealed the current state and identified the company’s preferences in marketing communications. Secondly, the industry research showed the four main trends of the mobile gaming market: the growing share of Free-to-Play games; the transformation of the games into services; appearance of the art of balancing value and profits; and finally, expending global mobile games market. Finally, the benchmarking showed the importance of integrating PR, websites, social media, sales promotion and mobile marketing in formulating successful marketing communications strategy. The gained knowledge was applied to the case company as the propositions which were included in the marketing communications plan.