Mergenthaler mkt430 1204 b-01 ph 1 ip
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Packaging Design
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Mergenthaler mkt430 1204 b-01 ph 1 ip
- 1. Packaging a New Audience Sabrina Mergenthaler Colorado Technical University
- 2. Current Packaging Consistency Box cover across all platforms; use of shadows & weapons to communicate content Lifestyle Any-man’s Soldier; quality story-line and graphic content; expectations Delivery Maintained promises; reach; location
- 3. Package Limitations Communicated Not Communicated • Violence/Death/Blood • Mature Content • Not for Everybody • Real-life-based • Military relation • Weapons • Value in brand • Quality graphics • Story-based • Multiplayer capabilities • Zombies • Setting • Plot • Any indication of this being a game that females can enjoy
- 4. Messages of Packaging What Women Want • Strength In Female Characters • More Clothes On • More Brain Matter Than Breasts Things to Remember • Packaging makes a first impression • First impressions are lasting • Our lasting message: Bring out the soldier in you • Grab Attention • Deliver message • Drive a relationship • Propel purchase • Educate/inform • Uphold consistency of brand values and visions Packaging Concepts
- 5. New Packaging Options •Exclusive Female Player Mode • In-game notoriety and perks • Free Nuketown 2025 Upgrade map Focus of the Package • Honoring Female Soldiers • Maintaining Expectations • Consistency Throughout Platforms • Consistency in Themes and colors -Symbolism of colors, Text, and Graphics • Layout Relative To Respective Console Packaging Requirements • Increased Reputation For Activision And Treyarch
- 6. Components of the Cover • Limited Edition Sticker -Stands out while maintaining the integrity of the game packaging -Informs of newness • Black Benefits Sticker -Educates consumer on benefits of purchase • Partnership Sticker -Indicates the proceed beneficiary - Justifies higher cost • Traditional Cover Identifiers -Visibility -Familiarity New Packaging Options Continued •Exclusive Female Player Mode • In-game notoriety and perks • Free Nuketown 2025 Upgrade map
- 7. Sample • Mimics Original Call of Duty: Black Ops II What’s Inside the Cover? •Partners material -What is the White House Project? -FAQ regarding WHP •Call of Duty Girl merchandise mini catalogue and internet address • Upsales New Packaging Options Continued •Exclusive Female Player Mode • In-game notoriety and perks • Free Nuketown 2025 Upgrade map
- 8. New Packaging Analysis •Answers the question: What’s so Special? •Reflects the strong woman in more clothes that female gamers want • Justification of increase cost through explanation of benefits • Exposes partnership that directly benefits young women • Provides and exclusive mode as well as identifies the player among players as significant • Connects consumer through image and lifestyle
- 9. •What is the Point of Purchase Display? •How is the display used to capture our audience? •Connected media •Placement New Package, New Display
- 10. Activision’s Mission Embrace Female Gamers Marketing Goals Integrated Media Q & A Session Concluding package integration
- 11. References Activision. (n.d.). Activision. Retrieved from http://www.Activision.com Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing. Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall. Chambers, B. (2012). What Women Want (In Female Video Game Protagonist). The MarySue.com. Retrieved from http://www.themarysue.com/what-women-want-in-female-video-game-protagonists/ Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf Developing Marketing Strategy and Mix. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from https://campus.online.edu/courses/MKT430/pl/hub1/9438.pdf Fletcher, K. (2010). Women in games today. Wired Gamer. Retrieved from http://www.wired.co.uk/news/archive/2010-03/22/confessions-of-a-call-of-duty-girl Frum, L. (2012). The future world of 'Call of Duty: Black Ops II.'. CNNTech.com. Retrieved from http://www.cnn.com/2012/11/13/tech/gaming-gadgets/call-of-duty-future-tech/index.html Gallery. (n.d.). Point Display & Design. Retrieved from http://www.pointdisplay.com/services.html Integrated Marketing Strategies. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub1/3329.pdf
- 12. References Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html Marketing Inspiration in Product and Package Design. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKTG430/p1/hub2/15288.pdf Piermatteo, L. (2012). Live Chat 2. Integrated Marketing Strategy Capstone. Colorado Technical University. Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson. Text. (n.d.). M.U.S.E, ColoradoTechnical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/40000/39904.pdf Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.
Editor's Notes
- Author Note for viewer: Presentation uses a special font in headings. If the font is not supported on your device the font may appear normal on your end. You can view the headings as they were intended by downloading the font, at your own risk from: http://www.azfonts.net/load_font/1196841634_stencil.html _________________________________ Hello, and welcome. Thank you for taking the time to view our presentation. Being part of the history of seeing Call of Duty: Black Ops II break new records is an opportunity beyond imagine… for most. However, our firm has eagerly accepted the challenge of researching and targeting a new audience for Black Ops II. Having already identified a rapidly growing segment within the video gamer population, our agents are focusing on the marketing plan that corresponds to Activision’s mission and captivates the right audience (Developing Marketing Strategy and Mix, n.d.). Our S.M.A.R.T. goal for Activision’s Call of Duty: Black Ops II is to increase sales by 15% by the end of the first quarter of 2013, by focusing on the quickly expanding female-gamer population between the ages 16 and 34 years old. We believe our marketing strategies will accomplish just that (Armstrong & Kotler, 2006). Using a variety of integrated channels to deliver one consistent and integrated media message is the foundation upon which our marketing strategies are built (Armstrong & Kotler, 2006). In fact, to target this particular audience our marketing message tells female gamers to bring out their inner soldier and get into the game. There are many channels in which this message can be adopted, but today’s focus is on packaging. Our agents have identified an opportunity through exploring packaging options, to put Call of Duty: Black Ops II directly into the hands of our female audience—both new and old (Integrated Marketing Strategies, n.d.). Throughout this presentation, we will analyze the strengths and weaknesses of the current packaging, as well as propose a new package option that fits Activision’s mission, and improves Call Of Duty’s record breaking statistics (Developing Marketing Strategy and Mix, n.d.).
- Current Packaging If there’s one thing to be said for Activision and their Call of Duty series, it is that consistency pays off. Beyond an “A-for effort,” Activision has fully developed a Call of Duty lifestyle for consumers and delivers reliably on all fronts when it comes to maintaining the integrity and desirability of that lifestyle. With the latest addition of Call of Duty: Black Ops II, Activision continues to surpass our expectations while adhering to the historical contributions that have served them well in the past—both in gaming and in packaging. The Call of Duty series is available across four platforms. In fact, Call of Duty Black Ops II is the first version available on the new Wii U. Maintaining consistency, the box cover is the same over the span of console options—as you can see here. The image is of a man—he’s any-man’s soldier…he could you…he could be me… and he’s holding a hand gun. The age is not very discernible, but we can see he is anywhere from 16 to maybe 35 years. Coupled with the weapon and the mild glimpses of his wardrobe, we understand he is someone part of a tactical unit. You have a military style font spelling out the game title in silver-white lettering (Text, n.d.) . In this edition, orange is introduced in the sequencing digits (Color Symbolism and Emotional Effects of Color, n.d.). At the bottom right, we see the company logo and the designer’s logo. On the bottom left, we see the game rating. Each box also maintains the style consistent with the console image—light blue for Wii U and glowing green for XBOX 360 (Frum, 2012). Packaging is just one of the many channels we use to market products. When consumers see Black Ops II on TV, in magazines, on the internet, and on the shelf at the local store—they are seeing one image repeatedly. We call this the frequency, and the frequency is the amount times our game is going to be viewed by buyers before they go and get it (Armstrong & Kotler, 2006). Maintaining consistency in packaging is one of the key components that allows us to target specific audiences from across the aisle and through all other channels. Like games before it, the Black Ops II package may look simple, but it communicates volumes about the game to the shopper (Using Design Elements to Communicate, n.d.).
- Package Limitation Much like the ancestors of Black Ops II, this Call of Duty edition features many of the historical game-cover characteristics that have contributed to the success of Activision’s consistent approach. By maintaining a recognizable cover—not only across the gaming consoles, but over the lifetime of the series—fans of the game have developed certain expectations (Frum, 2012). When looking for value in games, the Call of Duty has its reputation doing much of the work for it. However, for those who are new to gaming, and have identified the types of games they prefer, the Black Ops II box cover can immediately render a yes or no. If the game was not preceded by its reputation, certainly the man holding the gun on the cover will indicate that this game is not for young children. But perhaps you are new to gaming, and have heard briefly about the game. In that case, the cover might lack some communications and as a result, may be keeping our audience at bay. You can see them listed here. Amazingly, video games are great for marketing, because marketing entails establishing and maintaining a relationship with consumers (Alsem & Wittink, 2013). The modern-day video gamers want games that involve commitment. They actually want a relationship with the game. This is particularly why games like Black Ops are so popular, because not only are they story-based, but they require a commitment of time. Call of Duty Black Ops II also allows players to extend the commitment by providing an online environment in which gamers can play against other people worldwide (Frum, 2012). Additionally, the cover extends no hint of zombie mode. Quite honestly, who is not looking forward to the next round of zombies? Exactly! New gamers will not know this is the same Call of Duty that offers zombies, because the cover does not express that. Some of these features, as well as setting and plot can be depicted on the cover through careful use of images from the game, while still fitting the scheme Call of Duty has historically used (Marketing Inspiration in Product and Package Design, n.d.). Specific to our female audience, though, there are no indicators that this game is a choice for females (Chambers, 2012). Wouldn’t it be great if Oprah would just stand up on her show and say “ladies… Black Ops II is a game for you.” Outside of Oprah doing just that, we rely on our research to speak to the female population and give them what they want from a game. And it all starts by communicating that idea on the first thing they see—the package (Alsem & Wittink, 2013).
- Messages of Packaging Packaging for our target audience (female video gamers between the ages of 16 and 34 years), requires full knowledge of what women want in a video game (Chambers, 2012). We want the Call of Duty: Black Ops II package to grab our female audience and provide them a new image to adopt. The image of a soldier—strong, confident, a born leader. This is the message glued to every single piece, or copy delivered to the public on this campaign. We want our ladies to bring out the Black Ops soldier in them and be strong, be confident, and be leaders. Our research shows us that this is what women want in video gaming—strength in females. What they do NOT want is sexual appeal—which is great, because Activision and Treyarch never designed Call of Duty with sex appeal in mind (Fletcher, 2010). However, women gamers would like to see a female character offered in the Call of Duty series (Chambers, 2012). It is the belief of this firm, that we can incorporate all of these ideas into a packaging that relays our message; grabs the attention of our target audience; and propels them into the Call of Duty family (Alsem & Wittink, 2013). The strategy behind attacking the female audience, relies on developing a “must have now” emotion from women by announcing the limited edition packaging that supports women leaders and reflects honor towards our American female soldier (Kunin, 2012). Over the next three slides, you will see how we take the values and concepts from historical packaging to embrace a female population—and best of all, we do it without using pink!
- New Package Options The strategy behind attacking this female audience involves creating a limited edition Call of Duty: Black Ops II that features a fully-female influenced cover. By initiating the interest in the special edition game with a press release, we will notify our consumers—both old and new—that Activision and Treyarch are going to be releasing the first Call of Duty Black Ops game with a playable female character (Chambers, 2012) and. While there are many great opportunities in sponsoring a contest to find the best female graphic artist, including generating greater visibility in the female population; we have supplied you with a few options to consider in the way of new packaging (Fletcher, 2010). Each focuses on the female soldier—reaching out to our female target audience as well as boosting the reputable status of a company which supports our troops and more specifically honors female soldiers. Fortunately, in all cases, materials, shapes, and design layout is relative to the console for which the game is made. That aside, let’s focus on the features of this particular suggestion. First, we want to keep the identity of Call of Duty in-tact (Marketing Inspiration in Product and Package Design, n.d.). So we use the same color schemes across the board. Black and white symbolize youth, purity, strength, and hi-end products to most consumers—all of which are true of the Call of Duty game. We even stick to the use of the orange “II” (Color Symbolism and Emotional Effects of Color, n.d.). The font and text convey the image of a military-based game, and increase the power of the message which tells women to bring out their inner soldier. The size and style of the game title also stand out better at a distance, which means the gamer who is looking for the particular version will not have to look very hard (Text, n.d.). With the plastic wrapping removed, we are left with the image of our female soldier carrying her weapon. We focus on familiar lighting effects, and Call Of Duty themed layouts. We do this to reach our female audience by providing them something to be curious about in a familiar game and title (Marketing Inspiration in Product and Package Design, n.d.). We build momentum of the product through a press release, and then create a world surrounding the image for our female gamers to adopt. When they go looking for it on the shelf, the large title font will make it that much easier to spot (Text, n.d.).
- This is a special edition video game, though. As such, we identify the special nature of this copy by dressing the external wrapper with stickers that educate the consumer about why it is such a special edition. You will notice the appearance of the stickers (indicated here by the orange arrows) throughout each sample cover. As we review the technique of this sample we will also address the significance of the stickers (Marketing Inspiration in Product and Package Design, n.d.). You can see here, we have another female soldier. Like the original version, this soldier is any-woman’s soldier. The shadow work contributes to the ability of the player to be the character, as it creates a screen in which they place their own features. The title font, the company logos, and ratings are all standard throughout the series to aid with familiarity and visibility in the market (Using Design Elements to Communicate, n.d.). The external clear plastic wrapper has a few stickers strategically placed to allow maximum view of the cover image, and provide enough details to portray the value of the product. These stickers include: The Limited Edition Sticker- It stands out against the background while adhering to the theme of Call of Duty. It let’s the customer know from a distance that this game is special for one reason or another. It encourages the shopper to take a closer look(Using Design Elements to Communicate, n.d.). Black Benefits Sticker- Identifies the perks and benefits which come with game purchase (Using Design Elements to Communicate, n.d.). This list of benefits includes an exclusive female character player mode; an in-game identifier of your characters as having contributed to the White House Project; a Free upgrade to the Nuketown 2025 map—an incentive offered only on pre-order; and more! Partnership Sticker- Indicates the partnership with which Activision is donating a portion of the proceeds to (Using Design Elements to Communicate, n.d.). Symbolizes to the buyer that further details on the organization can be found inside.
- The line of merchandise would include copy art from the game’s cover. The strategy opens the door to have partnerships with manufacturers of hand guns, sunglasses, and more. The great thing about this particular sample is how closely it mimics the original Call of Duty Black Ops II game. This means merchandise ,such as tee-shirts, purses, hats, and everything else girls love, can be fitted with screen presses and other mildly altered existing Call of Duty art. This will greatly reduce the cost of producing a line geared towards women (Sirgy & Rahtz, 2007). But packaging does not stop there. There is no reason for the consumer to feel like the excitement ends at the purchase. In fact, our marketing continues once the buyer opens the package. Inside, information on our partnership with the White House Project can be found. It will explain the goals of the charity, and discuss how the donations will be used to further the opportunity for success. The same folded brochure will have a frequently asked questions area where many more questions can be found. Also, buyers will find a mini-catalogue for the Call of Duty Girl Mall. For the full catalogue a link is provided, and a promotional 10% off first purchase coupon is included. On this insert, ladies gain knowledge and access to the Call of Duty Girl line of merchandise (Marketing Inspiration in Product and Package Design, n.d.). Other upsale opportunities will be provided in the form of inserts, and may include things like official Call of Duty head gear and keyboards to make using all of the in-game features easier (Developing Marketing Strategy and Mix, n.d.).
- New Package Analysis For the purposes of being attractive to an audience of females between the ages of 16 and 34, we see a package that calls directly to them through consistent media messaging (Developing Marketing Strategy and Mix, n.d.). By conveying our message to bring out the soldier through the use of a female soldier on all samples , we reflect a game that involves a strong woman, and dares other women to get into the action. The bold font stands out and is immediately recognizable and connected to the Black Ops series for most consumers. Next, we use stickers in convenient spaces on the cover image to explain the special features behind the Call of Duty: Black Ops II special edition (Marketing Inspiration in Product and Package Design, n.d.). This also has the effect of justifying the mild increase in cost on the product (Using Design Elements to Communicate, n.d.). As women are more likely to make purchases that will benefit worthy causes, the standout emblem of our partnership with the White House Project—which works with young women to build and inspire leadership across a variety of venues including politics and international customers—will initially increase interest in women (Chambers, 2012). When topped by the additional benefits of an exclusive mode and notoriety amongst gamers, the likelihood of purchase is stronger. And the features of the package don’t stop there. Once the purchase is made, the buyer gets home and opens it up to find more (Armstrong & Kotler, 2006). Inside, the lady-gamer is further connected through a simple piece that bonds most women to anything—accessories! The key factor that bonds this woman to the game is the access to official Call of Duty Girl gear and merchandise center, plus the promise of 10% off the first purchase. This means not only does she belong in the Call of Duty world, but she has special membership privileges. Especially because she has the gear to do so, the female gamer becomes immersed in the newfound Call of Duty Girl lifestyle (Using Design Elements to Communicate, n.d.).
- New Package, New (POP) Display Among the marketing material we have already connected to this particular campaign, a point-of-purchase display stand has been incorporated to add further visibility throughout store locations. If you are unfamiliar—POP displays are fully customizable (generally) cardboard stands that can be set up with our product (Gallery, n.d.). This means the store saves shelf-space while increasing supply. The POP display is another channel or method of packaging being used to capture our intended audience through messaging (Piermatteo, 2012). Pulling its design from a magazine advertisement we have in store, the POP display can be found in the video game and electronics department of the relative provider (Integrated Marketing Strategies, n.d.). The display will include a stand-up cardboard structure—similar to what is displayed above. On the top board, we feature the Black Ops II zombies in the window of the housewife. However, this housewife is hardly susceptible to attack with her machine gun in hand, and her inner soldier about to be released. Along the sides of the board, we see this housewife’s “to-do” list in similar fashion. On it, we see she’s already checked off “pick up dry cleaning” and “Cook dinner” and all that is left is “kill some zombies” (Marketing Inspiration in Product and Package Design, n.d.). The retro-vintage image reminds us that Call of Duty has always impressed us with the combat zone known as Nuketown—a 50s-style nuke testing town—and this edition is no different. In fact, a high expectation is relayed from consumers on just how the new Nuketown will impress. Coupled with the incentive to receive a free upgradeable Nuketown map, this display works with many other connected media channels. Due to the content of the display , it can only be placed in the gaming department of stores. However, as the Call of Duty Girl line of merchandise expands, clothing and accessories throughout the most stores will remind lady-shoppers to think about the game until they finally come to it. The campaign also includes a series of posters featuring these zombie-fighting women (Using Design Elements to Communicate, n.d.). The POP displays for the posters can be positioned throughout locations for further reminders to check the game out (Gallery, n.d.). Upon coming across the main display in the electronics department, a motion sensor can be used to activate familiar tones from Call of Duty to come from the POP display (Using Design Elements to Communicate, n.d.).
- Conclusion In bringing this presentation to a close, I would like to remind all parties of some items. First, I’d like remind everyone of Activision’s mission—to be one of the largest, most profitable and well-respected interactive entertainment software companies of the world. Achieving this mission means being a leader in the industry (Activision, n.d.). It starts with embracing the growing female gamer population, and giving them a place to call home and a brand to be loyal to. By not only giving them the environment, but making them part of an elite group is a challenge being considered by many companies in addition to Activision. By being the first to accomplish this, Activision generates its industry-leading quality that will lead to successful accomplishment of the overall goal for the company. Next, I’d like to remind you of our goal—to surpass projected sales by 15% by capturing the growing female-gaming audience between the ages of 16 and 34 (Armstrong & Kotler, 2006). We firmly believe that our course of action has the ability as well as the sustainability to be a tool that achieves these goals. Through research to identify the target audience and determine their desire from video games, we have developed a message and multi-faceted approach to delivering that message. By connecting tactics that include branding a lifestyle, being part of a supportive community, and overall consistency; we will not only be visible to our intended market, but we will be the further push that drives Activision closer to accomplishing its vision (Using Design Elements to Communicate, n.d.). In the meantime, I want to thank each of you for hearing our presentation today, and will be happy to answer any additional questions you may have regarding the use of packaging to accomplish our goals.