IGB400 Progress UPdates

A brief recap and overview of my IGB400 project are that I am working on a marketing plan for an imaginary studio in Brisbane called Everest. Everest is planning to launch its first indie mobile game called Revelation.

Revelation is a causal game that requires the player to use a cannon and shoot at the enemy's fortress. The enemy's fortress is constructed of stackable brick and therefore the objective of the game is to knock it over before the time limit.

The marketing objectives set by Everest is to:

1. Launch Revelation on Android and IOS mobile platforms

2. Launch Revelation on Google Play and Apple's App store

3. Achieve 50,000 downloads in Australia between October 2019 and April 2020

The assessment point for Everest's marketing performance is at the end of April 2020. At this date, Everest should have achieved all 3 of its marketing goals.

The Work That I Have Done Last Week

(September 27 - October 1)

The work that I have done last week is in a section called "Situation Analysis". This section describes the external marketing environment in Australia and how these factors could affect Everest's product. In marketing school in QUT, we were taught that there were 7 external factors: Cultural, Demographics, Social Trends, Technology, Economic Situation, and Politics. In my marketing plan, I only chose 3 factors that I thought were the most applicable.

1. Economic Situation

I gave a brief overview of the current and future state of the Australian economy. From my research, I discovered that businesses in Australians are increasing their wages paid to their workers and are creating more jobs due to the growth in real GDP in recent years. As a result, Australian household's disposable income is rising which allow them to purchase more goods such as video games.

2. Technology

I gave a brief overview of how advancement in smartphone technologies have encouraged more Australians to play games on their phones. With better hardware and specs, mobile games are capable of displaying high-resolution graphics, which in turn led to better gaming experiences from the consumers.

3. Social Trends

A social trend in Australian is that consumers are living in a time-poor society and they do not have a lot of leisure time due to work. This led to the rise of casual games that do not require a lot of commitment to progress and stages usually last for only a few minutes. This is a great opportunity for Everest since Revelation is a causal game that could potentially attract a large number of time-poor Australians.

Here is a screenshot of my "Situation Analysis" section in my marketing plan.

October 3 - October 7

The work I had done last week also includes a section called the target market. This section describes the targeted audience and competitors in the mobile puzzle market.

To describe the target audience, I had decided to use various segmentation methods. These segmentation methods include:

1. Geographic (organizes consumers base on where they live). In this case, Revelation's target audience mostly lives in urban areas around Australia.

2. Demographic (groups consumers based on gender, age, income, and whether they had children or not). For Revelation, the target audience was between ages 25 - 35 and had children.

3. Psychographic (organizes consumers based on their lifestyle)

4. Benefit (groups consumers based on the benefits they expect to receive from the product). In this case, a mobile game that was not time-consuming and fun.

5. Behavioral (groups consumers based on how they would use the products). The target audience would use this product infrequently because they are time-poor and only when they have free time.

Challenges

One of the major challenges I had encountered was the mass amount of information I had found through online marketing jounrals and textbooks. As a result, I did not know which information I should prioptarze and which information I should include into my marketing plan.

What I Am Planning To Do Next

The next section I am planning to do is the distribution section. This section would describe the channels that I would push the product through and explain why these chosen channels are a good idea.

Because I added a new section called "Situation Analysis", I had to push all the sections I planned to compete back a few weeks. However, I still aim to have this project completed before the due date.

The situation analysis section is a new section that I have recently added to my marketing plan. Therefore, I had to push all of the other sections back a few days. Below is my future schedule.

Marketing Objectives (Completed)

Product Overview: A brief description of the game’s core mechanics, narrative, and visual audio styles. (Completed)

Situation Analysis: Descriptions how the economy, social trends, and the advancement of technologies would have an impact of the product (Completed)

Target Market: Description of the targeted audience and the competitors in the mobile puzzle market (Completed)

Distribution: The channels that I would push the game through (To be completed on October 12th)

Pricing: The price I would set the product and the justification behind my decision (To be completed on October 15th)

Promotion: The strategies I would use to establish brand engagement and awareness (To be completed on October 18th)