Consumer Culture and Behaviour assignment presentation.

2.  Analyse EA’s target markets
 To carry out primary research into the
female gaming market
 To gain insight on the female gamers
segment to enable EA to target them more
efficiently
 Provide advertising and marketing
strategies suited to targeting this segment
 To strengthen the belief that mobile gaming
for women is convenient and a good use of
time.

3.  EA is a major developer, marketer and
publisher
 No.1 publisher in western markets with 16%
segment share
 The only console game that EA offers that
women think could target them is The Sims
 Second-largest social games company on
Facebook
http://www.youtube.com/watch?v=vJ7xkDAqklw

5.  Arnould, Price and Zinkhan (2004)
 Profile of the target audience-
demographic/psyschographic
 Day in the life to reflect this

6.  Women
 Age 18 – 25
 Busy student life, with little time and
money
 Sociable
 Live away from home

7.  Woke up to alarm at 7am
 Snooze, snooze, snooze
 Oh no! It’s 8am, 20 minutes to get ready!
 Shower, put face on, print off essay
 Hair got priority over breakfast!
 Just made the bus, had to stand up. Sore
legs, frizzy hair, empty tummy!

8.  Five hours of boring lectures zzzzzzzz!
 Travel back on bus, check Facebook
and play a quick game of Angry Birds!
 Back at the flat at 5pm and make some
food
 Now it’s time to relax!

9.  Csikszentmihalyi & Rochberg-Halton,
1981
 An insight into consumers by analysing
the possessions that have high emotional
value to them
 People invest emotional value into
objects, which often relates to memories
or values which are specific to the
individual

10.  Favourite room- bedroom
 Atmosphere- cosy and warm
 Objects- teddy, photos, food, phone
 Memories, people, comfort, security
 Focus on themselves and the present

11.  Ernest Dichter
 Research to understand the underlining
meanings behind behavior and product
use.
 This enables us to structure our marketing,
tailored for the specific target segment.
 Questionnaire regarding the female
gamers.

12.  Memories- Spyro, Mario, Sonic, Crash
Bandicoot, Rayman
 Play games for enjoyment
 Multiple use devices-phones and laptops

13.  Zaltman Metaphor Elicitation Technique
 Gerald Zaltman & Joseph C. Wilson
 To develop creative strategic solutions to
marketing problems managers need
guided by effective models and theories
 Includes using visual images gathered by
consumers to create metaphors which
represent consumers’ feelings and
emotions towards a subject

15.  Theory of Reasoned Action
 Martin Fishbein and Icek Ajzen
 Predictions of behaviors and intentions
 Suggests that a person's behavioural
intention depends on their attitude
about the behaviour and subjective
norms
 Measures a person's relative strength of
intention to perform a behaviour

16. Salient Beliefs Belief strength (bi) Evaluation score Product (biei)
Play video games (ei)
…
is expensive 6 4 24
is a sociable 5 6 30
activity
is competitive 5 5 25
helps me feel a 4 6 24
sense of
achievement
provides an 5 5 25
escape from daily
life
is a good use of 2 6 12
time
on the go is useful 5 6 30

17. Salient Referents Belief strength (bi) Motivation to Product (bimi)
comply (mi)
Boyfriend 4 3 12
Mother 4 3 12
Father 4 3 12
Brother 4 1 4
Sister 3 2 6
Friends 4 3 12
Flatmates 5 3 15

18.  Data- students are lazy, stressed and
have low disposable income
 Theme- want games as escapism but
won’t buy a console
 Insight- games are a cheap way to
escape from daily stresses

19.  Elaboration likelihood model
 Model of how attitudes are formed and
changed
 The ELM distinguishes between two
routes to persuasion: the "central route”
and the "peripheral route"

20. Strong messages:
Poster:
 Woman trying to fit an x-box into handbag and failing, sees
another woman putting her phone into her bag. Smart
phones are just as powerful as computers nowadays.
TV advert:
 Its been scientifically proven that gaming helps de-stress, help
remove the memory of trauma and increase brain power
(expert from oxford university research study). Less stress = Less
wrinkles.
Billboard:
 Gender role reversal. Man with face pack and woman really
into a game. Fact- 38% of all game players are women

21. 53% of all mobile gamers are now women
Don’t get left behind…

22. Weak messages
TV adverts:
 Montage of Rihanna during her busy day, playing on
her phone at any chance she can get.
 Young woman gets home from uni and starts playing on
her phone in the living room, walls collapse and room
turns into a tropical paradise
Magazine advert:
 The cheaper way to escape- shows prices of holidays
and then price of game app laid out like a holiday ad

23. 7 day trip to the
Caribbean?
£1,500

24. Spa day?
£150

25. An escape to a virtual world?
£1.99

26.  Mobile entertainment industry was worth $33 billion in
2010.
 By 2015, this industry is expected to be worth $54
billion!
 53% of mobile gamers are now female
 84% of tablet owners play games – 68% of these play
at least one hour a day
 58% of most popular developers are making multiple
platform apps.
 A new survey shows a third of all mobile phone users
in the UK and USA have played a game in the past
month.
sourced by: www.redmondpie.com

27.  We want to strengthen the belief that
gaming can be used as escapism, rather
than out of boredom or to be social
 EA needs to increase games for phones
and laptops, along with marketing
 Create new replicas of old games to
play on phones and laptops to create
nostalgia