Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ea presentation2


Published on

CCB presentation

Published in: Entertainment & Humor, Sports
  • Be the first to comment

  • Be the first to like this

Ea presentation2

  1. 1.  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.
  2. 2.  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
  3. 3.  Arnould, Price and Zinkhan (2004) Profile of the target audience- demographic/psyschographic Day in the life to reflect this
  4. 4.  Women Age 18 – 25 Busy student life, with little time and money Sociable Live away from home
  5. 5.  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!
  6. 6.  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!
  7. 7.  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
  8. 8.  Favourite room- bedroom Atmosphere- cosy and warm Objects- teddy, photos, food, phone Memories, people, comfort, security Focus on themselves and the present
  9. 9.  Ernest Dichter Research to understand the underlining meanings behind behavior and product use Scientific research alone is not enough, meanings behind what motivates someone to buy/do something is more effective, through a questionnaire about the subject
  10. 10.  Memories- Spyro, Mario, Sonic, Crash Bandicoot, Rayman Multiple use devices-phones and laptops Play games for enjoyment
  11. 11.  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
  12. 12.  Theory of Reasoned Action Martin Fishbein and Icek Ajzen Predictions of behaviors and intentions Suggests that a persons behavioural intention depends on their attitude about the behaviour and subjective norms Measures a persons relative strength of intention to perform a behaviour
  13. 13. Salient Beliefs Belief strength (bi) Evaluation score Product (biei)Play video games (ei)…is expensive 6 4 24is a sociable 5 6 30activityis competitive 5 5 25helps me feel a 4 6 24sense ofachievementprovides an 5 5 25escape from dailylifeis a good use of 2 6 12timeon the go is useful 5 6 30
  14. 14. Salient Referents Belief strength (bi) Motivation to Product (bimi) comply (mi)Boyfriend 4 3 12Mother 4 3 12Father 4 3 12Brother 4 1 4Sister 3 2 6Friends 4 3 12Flatmates 5 3 15
  15. 15.  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
  16. 16.  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"
  17. 17. 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 ad – 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 for gender role reversal. Man with face pack and woman really into a game. Fact- 38% of all game players are women
  18. 18. 53% of all mobile gamers are now women Don’t get left behind…
  19. 19. Weak messages- TV adverts: Montage of Rihanna during her day, playing on her phone at any chance she can get Young woman gets home from uni, starts playing on her phone, walls collapse and room turns into a tropical paradise Magazine ad- The cheaper way to escape- shows prices of holidays and then price of game app laid out like a holiday ad
  20. 20. 7 day trip to the Caribbean? £1,500
  21. 21. Spa day? £150
  22. 22. An escape to a virtual world? £1.99
  23. 23.  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:
  24. 24.  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