7554 - marketing plan

7/29/2019 7554 - Marketing Plan

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Marketing Plan

– 7554

Group 3

Nguyen Trung Kien – s3393915

Nguyen Trung Nghia –

s3393114

Nguyen Duc Huy - s3373466

Tran Quy Hung – s3393198

Tran Hoang Duong - s3357717



Marketing Plan – Group 3

RMIT Hanoi – Lecturer: Phung Thanh Phuong

Table of Contents1. Executive Summary ....................................................................................................... 4

2. Current Market Situation Analysis .................................................................................. 4

Introduction ................................................................................................................ 4

Situation Analysis ....................................................................................................... 4

a) Company description .............................................................................................. 4

b) Product description ................................................................................................. 4

Marketing environment ............................................................................................... 5

Micro ................................................................................................................................. 5

a) Company ................................................................................................................ 5

b) Suppliers ................................................................................................................. 5c) Marketing Intermediaries......................................................................................... 5

d) Competitors ............................................................................................................ 6

e) Publics .................................................................................................................... 6

f) Customers .............................................................................................................. 7

Macro ................................................................................................................................ 8

a) Demographic .......................................................................................................... 8

b) Economic ................................................................................................................ 8

c) Natural .................................................................................................................... 9

d) Technology ............................................................................................................. 9

e) Political ................................................................................................................... 9

f) Cultural ................................................................................................................... 9

Product Life Cycle .............................................................. Error! Bookmark not defined.

SWOT Analysis ........................................................................................................ 11

STP .......................................................................................................................... 12

a) Segmentation ........................................................................................................ 12

b) Targeting .............................................................................................................. 12

Profile of Target Market ................................................................................................ 13

Targeting Strategy ....................................................................................................... 13

c) Positioning ............................................................................................................ 13

Product – Classification: Shopping Product .............................................................. 15

a) Core value: ........................................................................................................... 15

b) Actual Product ...................................................................................................... 15

c) Augmented product ............................................................................................... 16





Current brand development strategy ............................................................................ 16

Price ......................................................................................................................... 16

Market and Demand .................................................................................................... 16

Consumer market ........................................................................................................ 16

Price elasticity of demand ............................................................................................ 16

a) Current Price: ........................................................................................................ 16

b) Product Mix pricing strategies ............................................................................... 17

Price adjustment strategies .......................................................................................... 17

Place ........................................................................................................................ 17

Marketing channel ........................................................................................................ 17

Promotion ................................................................................................................. 18 Objectives ................................................................................................................ 19

3. Recommendation ......................................................................................................... 20

Marketing Strategies................................................................................................. 20

a) Targeting Strategy ................................................................................................ 20

b) Profile of Target Market ........................................................................................ 20

Differentiation & Positioning ......................................................................................... 21

SWOT Matrix ............................................................................................................ 21

Marketing Mix Strategies .......................................................................................... 22

a) Product ................................................................................................................. 22

b) Price ..................................................................................................................... 24

c) Place..................................................................................................................... 25

d) Promotion ............................................................................................................. 25

Action program ......................................................................................................... 27

Control ..................................................................................................................... 28





1. Executive Summary

2. Current Market Situation Analysis

Introduction

Emobi Games is the first Vietnamese company which produces the first Vietnamese PC

game in Vietnam. Established in 2008, Emobi Games is a very young company which is

considered to lack experience and knowledge. However, Emobi Games’ first product which

is 7554 gained a lot of positive responses from not only Vietnamese gamers but also all over

some countries which have highly developed in gaming experience (Hoang Quan 2010). In

this Marketing plan, we will firstly analyse the current company situation and point out thetargeted customers of this company. Moreover, we will identify the company’s market

position as well as its comparative advantages. Subsequently, we will analyse the market

situation at the moment in order to apply correct marketing mix strategy. Furthermore, we

will make an objective plan for one year for three parts: corporation, financials and

marketing. Finally, we will propose some recommendations for all the problems of the

company in order to develop future plan for the company

Situation Analysis

a) Company description

In 10/2008, Emobi Games, established by Mr. Nguyen Tuan Huy, is the first Vietnamese

company which works in the field of producing games in Vietnam, and apparently it has

become the leader of gaming development at that time. At this moment, there are up to 30

staffs who are currently working in Emobi Studio. Emobi Games has developed and

distributed only 2 official games for PC which are 7554 and 2112. After providing the first

offline game based on PC platform (7554), 7554 quickly turned out to be the facial product of

Emobi Studio. From that time, Emobi received much respect and positive attitudes from

players, gamers and also critics working in gaming industry. Besides, Emobi has also

produced extra games on other operation systems (OS) such as iOS (iPhone, iPod, iPad,

etc.). The slogan of the company is “Enjoy challenge” which points out the core aim, mission

and also the development of company which are to take the risk to develop and outbreak the

limitedness of Vietnamese gaming experience. Satisfying the customer is always the primary

goal that Emobi has set up and been making effort to achieve and attain.

b) Product description

7554 is an offline gaming software in the type of first person shooter (FPS) game which

was exclusively developed for PC and Windows Operating System. When participating in

game, players would be asked to perform various interesting quests in particular historical

storyline. 7554 was produced in highly-developed 3D platform.





7554 takes place in the years between 1946-1954, the period which Vietnamese had

brought all the entire force, wealth, spirit and life to keep their fledgling independence. 7554

started with the National Resistance in 1946 and ended with the shock win over the globe

through Dien Bien Phu battle in 1954. 7554 was built to be a fictional story about the

characters but used the fact materials from true history. However, 7554 is not a historical

documentary but rather a pure entertainment product. The historical elements in 7554 are

not distorted or falsified but cannot avoid inevitable errors. In spite of such small details,

these would not affect the historical and cultural issues much.

Besides the entertaining aspects, 7554 also contributes to convey the historical

information, transfer the national pride and revive glorious memories to those who use this

product.

Marketing environment

Micro

a) Company

Emobi Games has only one department that is the combination of Administration,

Accountancy and Human Resources. The other part of company is separated into many

sub-teams such as Design, Graphic or Computer Animated Graphics, Quality control and

Coding.

Strength: The top managers have high reputation and certificates in term of technology and gaming process. They also have previous experience in technology

industry.

Weakness: The number of staff appears to be small and employees might have to

burden many other tasks.

b) Suppliers

Emobi Games is a technology and gaming company; therefore, the main sources of its

products are creativity, effort and innovation. It does not involve many physical or particular resources. Computers are bought and built in their own way. Although Emobi Games uses

foreign technology, we could consider it as a supplier and will be specifically addressed in

the Technology part below.

c) Marketing Intermediaries

7554 can be bought directly at the head-quarter of Emobi Games or through some big

retailers such as Tran Anh Computer, Ha Noi Computer and Dang Khoa IT. However,

customers can choose to buy one of the 2 versions of 7554 in Emobi Games ’ website and

pay the fee via pay gate such as VTC Paygate or Ngan Luong. Furthermore, there are also

many bookstores willing to distribute 7554 all over the country. Customers can choose to





download the products from Emobi Games’ website and receive the keys of 7554 sent by

email or receive the full version of 7554 with box and disc through post mail.

Strength: Variety of intermediaries brings convenience to the customers from

anywhere when purchasing 7554. It also allows customers to download the game,which is a good opportunity for those who cannot come to the Emobi HQ to buy the

game.

Weakness: Computer companies, website and bookstores are not widely-distributed

intermediaries. They cannot cover all the segments that Emobi wants to target.

d) Competitors

At this moment, Vietnamese gaming industry only adapts to foreign games which are

developed and distributed oversea. Most of the games are online and come from Japan or China with low graphic quality and poor contents. Vietnamese companies like VTC or

Vinagame are the only distributors. There are also many gaming companies which have

developed both online and offline games. However, because of the under-developed gaming

industry in Vietnam, they have not penetrate in Vietnamese market

Strength: Emobi might not suffer from domestic competition.

Weakness: Since the domestic industry is new and young; Vietnamese games might

not be considered as high quality as foreign products.

e) Publics

Internal Publics: Emobi Games has an internal slogan which is “Enjoy Challenges”. The

company is ready to take any challenges no matter how hard they are in order to self-

improve in the future. Also, Emobi Games encourages its employees to face all the

challenges without fear of failure to keep moving forward in the gaming industry.

Strength: With the attitude of being willing to take any challenges upcoming, Emobi

Games staff can have the motivation to work efficiently and also can be innovative in

producing new games

Media & Government Publics: Emobi Games and 7554 have very good reputation due

to comments from popular newspaper such as Wall Street Journal, Vietnamnet, and The

Guardian or Tuoi tre. Also, the product was on television as well, in particular, VTV 1 of

National Television. Moreover, they received a cup from Gameloft to recognize 7554 for the

most popular game of the year.

Strength: Create a good image to the publics. This might result in increased sales

along with reputation





Weakness: Nowadays many cases have raised a serious issue among gamers about

the negative impact of gaming with violent, adult and inappropriate content on young

behavior. Media have already had many articles, forums and news about this

problem. Therefore, media have impacts on the consumers’ perspective especially

adults’. Consequently, adult could be more strict with their children about gaming.

f) Customers

Customer market: This is the main market that Emobi has mostly focused on. The

major of customers are youth or young adult with middle-high income who used 7554 for the

purpose of entertainment.

Strenght: Because Vietnamese population is mainly young people who are students

and office workers. Therefore, the number of potential customers can be very high.

Weakness: Due to the middle-high income, Emobi Games might not gain high profit

from each customer.

International market: This is not the primary segments that Emobi has targeted.

However, due to some request from Vietnamese gamers who live abroad, Emobi has

widened their market but only penetrated in some particular countries.





Macro

a) Demographic

As 7554 is a game, its target

customer is naturally the Generation Y

(also called echo boomers), who aged

around 15 - 24. The main reason is the

Gen-Y’s utter fluency and comfort with

computer. According to CIA Factbook, at

the end of 2012 Vietnam had a

population of around 92.5 million people

with 19% of people in the ages from 15 to

24, which counts 17.4 million. Meanwhile,the proportion of kids under 14 is 24.9%.

Opportunity: 17.4 million echo boomer, which is considerably high, could ensure high

market demand for 7554. 7554 has a large number of potential customers in the

future due to the high proportion of kids under 14 (24.9%)

b) Economic

HOUSEHOLD INCOME CLASSIFICATION

Household Income Band (HIB) ClassificationSystem Overview

HIB Household Income Band (VND)

A5 150,000,000 or higher

A4 75,000,000 – 149,999,999

A3 45,000,000 – 74,999,999

A2 30,000,000 – 44,999,999

A1 15,000,000 – 29,999,999

B 7,500,000 – 14,999,999

C 4,500,000 – 7,499,999

D 3,000,000 – 4,499,999

E 1,500,000 – 2,999,999F 0 – 1,499,999

According to Roger Mitton (2007), Vietnamese’s booming economy spawns young

adults more keen on spending than saving, and price is often less a factor than the desire to

get the latest model from a top brand.

Opportunity: 7554 with a relatively low price (249,000VND) is definitely purchasable.

7554 with latest technology and gaining the status of “the first Vietnamese 3D game

in Vietnam” will easily set a trend to echo boomers.





c) Natural

It is not quite relevant in this Emobi case because Emobi Games is a technology and

gaming company, it does not involve much in terms of natural issue.

d) Technology

7554 is the digital product that means the technology takes a big part of producing

process. However, due to the development of technology, the 7554’s technology could easily

become obsolete.

Opportunity: The high-end technology gives Emobi Games the chances to produce

the better quality of graphic and effect. Because the materials that were used to

produce 7554 are codes and engine; therefore, it does not involve the fees of storage

and preservation. Moreover, due to the type of materials of digital products, Emobimight not have any problem in delivery such as broken (since the game can be

downloaded through the internet) or late arrival for post mail (since the useful life of

the physical disc is long).

Threat: As the consequence of the fast changing world’s technologies, the codes and

engines of Emobi Games would become obsolete soon and it will be replaced by the

new one with higher effects and more efficient. Furthermore, due to the old

technology, the current codes and engines might not be supported by the new

generation of machines or computers. Therefore, it might be hard for Emobi to

upgrade 7554.

e) Political

Over the last few years, Vietnamese government has some legislations about gaming in

Vietnam. The government has paid more attention to the impact of video game towards

youth and restricted the violent contents of games. However, 7554 already has the support

from government through the TV and other media channels (VTV 1)

Opportunity: 7554 has the support from government through its channels such as

VTV1, VTV3.

Threat: Emobi Games need to be conscious about the violent content of 7554.

f) Cultural

Vietnam is well-known for the historical invasion from many powerful nations such as

China, France and USA. After over 1000 years of Han domination, through divided period,

French protectorate and wars against USA, Vietnam finally achieved its freedom. Because of

such long and difficult journey, Vietnamese people have high national pride. Therefore, a

video game to recall the epic memories seems to be welcomed.





Opportunity: National pride and historical content about the epic win over powerful

nations could be the advantage for Emobi Games.





SWOT Analysis

Strength :

- Emobi staffs are highly-trained withqualified experience and certificated fromwell-known university or academy of technology.

- With not only creative but also activeworking environment and experience theyhave learned from previous gamingcompany, - Emobi is very confident to get anextraordinary achievement in gamingindustry especially in Vietnam.

- Technology: Emobi team has used themost advanced technology in gamingindustry.

- Good public image.- Emobi has good working slogan “enjoy

challenge” which can increase the creativityamong company. This is the essential factorsof developing video games.

- War content can be rich for developer to build interesting characters and stories.

Weakness

- Starting as a small studio, EmobiGames does not have abundant resources.

- High quality product could be a hugechallenge because of a lack of resources

- Emobi needs to consider everydeveloping part carefully if it does not want towaste resources.

- Marketing is considered a weak part of Emobi.

Opportunit ies

- For over a few years, gaming

environment in Vietnam contain many “trash”games from other countries which are webgames with poorly-developed gameplay,content and communities. Therefore, this is achance for a Vietnamese game to take astep toward and impress gamingcommunities.

- Vietnamese have highly national prideespecially about previous wars againsthighly-powerful enemies such as the USA,French and China. Therefore, a productcontains such content and recall the epic

history could be easily welcomed even withhigh-demanding customers.

- The market is very potential with theincreasing number of people who consider gaming as a good method to entertain.

- As the research demonstrates, manypeople are willing to pay for 7554 eventhough they do not actually play through thedemo version.

- Many players are willing to supportEmobi, a domestic gaming company.

Thread

- The mass media’s negative perspective

- Previous published FPS games such asCrossFire or Counter Strike have large andloyal communities and well supported staff.They have occupied large share of gamingmarket in Vietnam.

- Pirating also is a significant issuearising not only in Vietnam but also all over the world.

- People with low income and do notusually use technology device cannot beattracted.

- Other poor quality games in Vietnam

gaming industry could also have impact onEmobi’s game especially in image,reputation and consumers’ perspective

- Foreign games which are highly-developed could become the competitors for Emobi’s games.





STP

a) Segmentation

Variables Fields Content

Geographic Region Big citiesVietnam and other countries with high-developedtechnology industryE.g. The US, the UK, Canada…

Demographic Gender Male (primary customers)Female (secondary customers)

Age 18 - 26

Income >= 6,000,000 VND for primary customers (C & B)>= 4,500,000 VND for secondary customers (C)

Family Life Circle Single

Occupation StudentsOffice workersHigh-tech Workers

Nationality Vietnamese, American, European gamersGeneration Generation Y

Psychographic Social Class Middle/ Upper ClassLife Style Leisure

Personality Dynamic, PassionateBehavioral Occasion Summer holiday of students is highly game

consuming seasonBenefit Entertainment

User status First time usersUsage rate Normal

The most important segment that Emobi consider is based on Age, Gender and Income.

b) Targeting

Segment Size Age Vietnam is a developing country with young population.The target customers’ age is about 18 to 26. Additionally, this range of customers contains a vast of number of people who have interests in game.

Therefore, Vietnam is still a potential market for EmobiGames.

Income Emobi Games targets the group of customers whohave high income which is above 6.000.000 VND per month. Average income of Vietnamese for over fewyears has increased. (5.8% real growth rate)

Benefit sought Regarding videogame, the primary benefit appears tobe entertainment. Nowadays, the pressure of not onlystudy but also working is highly concerned. Therefore,it will be profitable to serve the group of people whoare studying and working in technology industry. Additionally, 7554 also can be an educational productwith historical contents which were integrated inside





gaming experience

Gender Gamers and players who are male take very highproportion in gaming experience. Therefore, aiming toserve male customers will be profitable.

Segmentstructuralattractiveness

At current time, the FPS game’s market wasdominated by VTC, VNG or even foreign companiessuch as Infinity Ward and Treyarch. Therefore, this isvery hard for Emobi Games and 7554 to become themarket leader. However, 7554 have the advantage of competitive price whereas other products are either tooexpensive to buy (Call of duty - Infinity Ward &Treyarch = $59.99) or must pay money to play or getequipment (SQUAD-VTC).

Profile of Target Market

Income: > 6,000,000 VND / month (below C)

Age: 18 – 26 year old female

Benefit: Entertainment

Targeting Strategy

After considering the evaluation of targeting segment, it is recognized that Emobi and

7554 is likely to apply concentrated marketing strategy. Gaming industry is new with most of

Vietnamese people. Therefore, it is the safer strategy to concentrate on the group of peoplewho are already concerned about technology and gaming industry. In fact, Emobi has

focused highly on youth and maintained the quality of its facial product, 7554 to keep high

and positive reputation.

c) Positioning

Comp eti t ive advantage

Product differentiation

This is the first time a FPS game was developed by Vietnamese.The price is low considering the high quality of graphic and content.

Service differentiation

Emobi also provides after sale service such as online fixed patch or DLC

(downloadable content) that are poorly done by other game distributors in Vietnam.

Image differentiation

7554 is the first game ever that has a story telling about the glorious war of

Vietnamese.

People differentiation

Professional staffs in technology and gaming development industry.

Channel differentiation





Not only Technology Company has distributed 7554, there are also bookstores or

some other online trade website also selling 7554.

Emobi has home delivery for customers who do not live near the selling place.

Overal l pos it ioning strategy

The company positioning strategy is “less for the same” that provide the chance for

customers to pay less and still fully experience a Vietnamese game.

Posi t ion ing map

Cross Fire is an online FPS game distributed by VTC Games. Call of Duty Black Ops 2

and Battle Fields 3 are foreign games which are very well-known among Vietnamese

gamers. In comparison with Cross Fire from VTC games, we have higher price but also have

higher quality with interesting contents. Comparing with foreign games, Emobi decides to

take low price as a competitive advantage.

850000

850000

249000

0

-200000

0

200000

400000

600000

800000

1000000

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

Gaming Markeing - Postioning Map Price

Overall Quality (Based on Content, Graphic, Community, etc.)

Cross Fire

7554

Call of Duty – Black Ops 2 Battle Fields 3





This graphic focuses and analyzes further the overall quality of each product. Overall,

the positioning is still the same. However, 7554 seems to have better contents and graphic

comparing with its low price.

Product – Classification: Shopping Product

a) Core value:

Entertainment from gaming experience

b) Actual Product

Feature: High graphic quality and strong content with over 15 hours playing through

entire game.

Design: designing in-game related to the environment and the characteristic of war

period. Every detail is developed based on the true information which is carefully

collected.

Packaging: High quality plastic box with a disc to set up, attached users guides. Withthe limited edition, Gaming box also includes a CD of soundtrack, artwork and behind

the scene of developing 7554.

Quality level: based on some critics in gaming companies, 7554 achieves normal

quality level. (5 to 6/10)

Brand name: 7554 was named as a milestone in Vietnamese history, which was the

victory of Vietnam in 7th May 1954 at Dien Bien Phu.

01

2

3

4

5

6

7

8

9

10

-1 0 1 2 3 4 5 6 7 8 9 10

Contents & Graphic (Quality) -

Positioning Map

Cross Fire

7554

Call of Duty – Black Ops 2

Battle Fields 3

Gra hic

Contents





c) Augmented product

After Sale Service: provide new downloadable content (DLC) for gamers enhance

gaming experience and prolong the playing time. Emobi also release new patch the

fix some possible errors can occur. Warranty: Emobi Games does not have the expired date for their products. However,

customers can exchange the serial key in case their serials or keys having any

trouble.

Additional Service: hotline in order to solve users’ problems immediately. There also

are user guides that have been attached to the products.

Current brand development strategy

Price

Market and Demand

Oligopolistic competition: there are a few firms in Vietnam which distribute and develop

games. However, currently Emobi is the only company that has developed Vietnamese

game on PC. Furthermore, gaming market is not only effected by domestic firms but also

foreign firms. Conclusion, gaming market now in Vietnam consists 2 kind of competition

which were Oligopolistic (domestic only) and Monopolistic (considering worldwide).

Consumer market

Based on the characteristics of 7554 which are for entertainment purposes and using in

free time only, entertainment products is the main market for Emobi Games to sell their

products.

Price elasticity of demand

Emobi Games is a new company and the only Vietnamese gaming company at this

moment that has developed domestics PC offline games. However, customers have so

many choices within FPS games because they can download cracked version of other

games or choose to play online FPS, so the price of product can affect heavily on the

demand.

a) Current Price:

At this moment, the price of a box-disc of 7554 is 249,000 vnd. The price to have a key

in order to play with the downloaded version is also the same, 249,000 vnd. However, thelimited edition is 400,000 vnd. It is much lower than oversea games which are always

•

New DLC such as "Zombie" • Patch, fixed to current version of 7554 Brand extension





fluctuated between 35 USD and 55 USD (700,000 vnd and 1,100,000 vnd). Emobi has

applied value-based pricing. Gaming price is hard to be priced by cost-based because

development is complex and very hard to verify the true cost. Furthermore, competitor-based

price is not useful. The reason is the lack of competitive price in Vietnam gaming industry.

Emobi focuses on the true value they brought towards customers which is entertainment.

Furthermore, people who are willing to pay more to fully experience about gaming also have

other choice.

b) Product Mix pricing strategies

The most used and frequent way to set the pricing strategy for games is optional-product

pricing. Because 7554 is the first Vietnamese game and it is not suitable or lack of resources

to product a product-line, Emobi has concerned to modify the product in to more options for

customers. This opens a new way of experiencing 7554 with people who don’t have high

income or people who want to collect or enjoy every corner of 7554.

7554 – 249,000 VND 7554 limited edition – 400,000

VND

Price adjustment strategies

Psychological Pricing – Currently, 7554 is priced lower than other foreign products.

Therefore, it can attract more customers to purchase. 7554’s price is also higher than current

domestic games. It demonstrated the outstanding quality in consumer’s perspective.

Place

This part will demonstrate how 7554 reach their final customer

Marketing channel

Marketing organization: vertical marketing system





There are three type of Vertical Marketing System; there are corporate vertical marketing

system, contractual vertical marketing system and administered vertical marketing system.

In the case of 7554 is the product of Emobi games which belonged to VTC Company so it

clearly that “corporate vertical marketing system”. 7554 have been made and distributed by

emobi games without cooperate with other company or make a contract with them and only

work under a single ownership which is Emobi game.

Hybrid marketing channel: through telephone (delivery), internet,

Through retailer

Through the main company (for special version)

Hybrid marketing channel or multichannel distribution system exists when a company set

up two or more marketing channel to reach one or more customer segment. At present,many companies use this marketing channel to penetrate the market by reaching both direct

and indirect customer. 7554 adapt this system and use it in order to dominate the market in

Vietnam. Follow the development of the telecommunication, 7554 not only sell to the

customer who go directly to the retailer or shop to buy the product but also sell it to the

customer who unable to go to the shop to buy it through delivery or download from internet.

The company website will give the customer the code in order to let them download the

game directly from internet if the customers purchase the product by credit card or online

purchasing.

Promotion

Emobi has not concentrated much in term of promotion for its product. The reason also

is the lack of resouces. Therefore, Emobi has focus only on

Advertising

• 7554 also appeared on GenK, Gamethu, GameVN or even some popular

newspaper such as Vietnamnet or Tuoitre

Public relations • 7554 had booth in some technology expos such as VCE expo 2011.

• Emobi has website to promote and order online

Promotion

• 7554 has demo version for people who want to try before buying the game

• They also have some gifts for people who come to their booth such as t-

shirts or raincoats with 7554 logo





Objectives

Time Corporate objectives Financialobjectives

Marketingobjectives

6/2013 to6/2014

- Continue to be theleading brand andcompany

- Introduce anddevelop new product

- Increase sales by30%

- Increase profit by10%

- Promote the positiveimage of 7554 and Emobi

- Promote newproducts and maintainservice for old products





3. Recommendation

Marketing Strategies

a) Targeting Strategy

After considering the evaluation of targeting segment, it is recognized that Emobi and

7554 is likely to apply concentrated marketing strategy. Gaming industry is new with most of

Vietnamese people. Therefore, it is the safer strategy to concentrate on the group of people

who already concern about technology and gaming industry. In fact, Emobi have highly

focused on youth and maintained the quality of its facial product, 7554, to keep high and

positive reputation.


Geographic

Demographic Age 18-28Income >= 6.000.000 VND

Nationality Vietnamese, foreignPsychographic Social Class Middle and Upper

Lifestyle Leisure

Personality Passionate, PositiveBehavioral User Status First-time, Ex-time

Loyalty Status Completely or partiallyloyal

Willing to supportBenefit Entertainment

b) Profile of Target Market


Income >= 6,000,000 VND Emobi Games should remain this target

customer because Vietnam is a developingcountry where most of people have low income. Itis also a suitable price floor for any customers whoare willing to purchase Emobi product.

Age 18 - 28 The main reason is the Gen-Y’s utter fluencyand comfort with computer. They are also easilyattracted with new technology product.Furthermore, games can be the most selectiveoption due to its convenience such as multipleplayers and cost less after studying or working.

Benefits Entertainments





Differentiation & Positioning

Competi tive Advantages

Overall, Emobi should maintain the facial product and content in 7554.. In addition,training workshop or learning experience from foreign companies is still the appropriate way

to improve the working quality and enhance the innovation.

In term of external issue, Emobi needs to have careful management in order to protect

the positive image among consumers’ perspective. Emobi also should have short-training

program for marketing department in order to improve the service and promote about the

company and its future products

Overall positioning strategy

Current strategy which is “less for the same” is a good strategy to attract new consumers

when gaming industry is still fresh and young. However, after growing and positioning Emobi

as a high-developed gaming company, “more for more” is considerable. Moreover, at that

time, Emobi and 7554 still have to maintain the high benefits according to low price.

SWOT Matrix

Strength Weakness

Op

portun

ities

- Make advertisement of the productwith high quality such as memorable

content, high quality graphic, interestinggameplay made by top developers inVietnam gaming industry

- Maintain the royal relationship withcostumers to increase market share

- Focus on advertising the contentof 7554 which are Vietnam War andrevising epic memories

- Calling for ideas and receiving

more support from games and players

- Calling for support and sponsorsfrom technology or media companies.

- Establish to other area throughmarket supply chains.

- Develop new contents, newstories, new characters

Th

reats

- Advertising on TV, onlinenewspaper and other media methods(Vietnam Wars, first Vietnamese game,entertaining and education…)

- Interview and receiving feedbackfrom costumers through demo versionbefore release.

- Promotion in universities

especially technology (FPT, Openuniversities…) to attract more

- Discount seasonal, especiallysummer in order to expand marketshare

- Advertise Emobi’s product as astandout game and it is different fromcurrent games in Vietnam market

- Build a loyal and strongcommunity through 7554 forum or

gaming forum





customers.

- Develop server to check crack andpirating version of 7554

- Meeting with formal war veteransto collect stories, experience andinformation

Marketing Mix Strategies

a) Product

Exi sting Product Improvements

Level of product

Details Product Improvement

Core product EntertainmentActual product Quality level Focus on fixing error on the product

systemsDesign Redesign new cover, package to attract

new customers

Feature Combine all fixed patch and DLC torelease Enhanced Edition to attract peoplewho are new to the game

Augmentedproduct

After sale service Maintain and improve the quality

Receive feedback from customers for future development

New Product

Due to the short life cycle of digital products, the existing products are in decline stage.

Thus, develop new products is necessary and Brand Extension strategy should be apply.

Because 7554 is already in the decline stage in which we can consider the choice of start a

new life cycle for 7554 brand. In this recommendation, we suggest that Emobi Gamesdevelop a new product base on 7554 such as new storyline for the game or change the type

of game. With this change, new 7554 can easily attract their old customer and can bring new

life to 7554 brand

STRATEGY – Line Extension

BRAND – 7554 Remarkable

DETAILS:

- Improve graphic quality





- Open or create and develop new story lines such as the prequel or sequel of the

previous 7554.

- Add more characters especially woman characters to attract female customers who

are not focused by many gaming companies.

- Add systems help checking whether it is the cracked, pirated version or not. This is can

be checked both online and offline.

- Provide multiplier-players systems which gamers can play with each other during

campaign in game or play custom map. However, because of being online to play, Emobi

can also check their game to support or detect cracked 7554 version. If players use cracked

game, they cannot play with their friends.

- Provide additional campaign map for online purpose only (checking version)

- Decision making can be added for players and gamers to choose their own ending.

STRATEGY – Line Extension

BRAND – 7554 iOs

DETAILS

- 7554 for iPhone, iPod and iPad

- Change the gameplay into strategy game because FPS is hard to attract and controlled

by touch-screen devices. Furthermore, iOS is easily adapted strategy games which are less

time consumed, simpler developing process and cost of producing is low.

- 7554 iOS focuses on the strategies that Vietnamese army had used to counter foreign

invasions.

- Because Emobi had developed iOS games before, it is not much difficult to produce a

7554 version on iOS devices.





b) Price

Current Price

Emobi should maintain the current price of 7554.

New product pricing strategies

The company should charge the price of new product higher than the current price

because of the enhancement of the gaming quality.

Product mix

pricing

strategies

Product – line pricing Emobi should set variable prices for variables 7554games in different OS such as 7554 for PC or 7554for smartphone (iOS – iPhone, iPod, etc.)

Product – bundlepricing

Emobi can combine 2 games which are 7554 and7554 Remarkable. Therefore, people who do nothave a chance to experience previous version canhave a chance with lower price for both products.

Price-

adjustment

strategies

Discount & Allowancepricing

Loyal customer discount: customers who haveprevious key or version of 7554 could buy new 7554Remarkable with 5% discount.If customers pre-order 7554 Remarkable or 7554iOS, they can have up to 5% discount

Psychological pricing Because of the positive feedback from previous7554, Emobi can confidently set the price higher tomatch the higher quality of its product. It could makea referring perspective that higher price comesalong with even higher quality in customers’ minds.

Promotion discount Special occasion discount: 2/9, 30/4, 1/5, etc.





Furthermore, when the summer season is coming,Emobi can have a discount occasion for studentwho have student ID card at that time.

c) Place

Currently, purchasing offline games is not popular among Vietnamese gamers.

Therefore Emobi should maintain and improve the current marketing channels. Furthermore,

7554 should penetrate more comfortable type of channels especially Steam for new

products.

Exi sting product distri bution strategies

As under analysis sections, distributing through bookstore or computer and technology

stores is still most possible and comfortable way for products to come to customers. Online

store is also classical way to for customers in term of gaming. Furthermore, because of the

short life circle of gaming products, we should not continue to widen the marketing channel

and the way we distribute products. This is waste of resources and not profitable in the long

term. Therefore, Emobi should focus more on new product distribution strategies.

New product distribution strategies

Steam is a digital distribution, digital rights management, multiplayer and

communications platform developed by Valve Corporation. It is used to distribute games and

related media online, from small independent developers to larger software houses. Steam

provides the user with installation and automatic management of software across multiple

computers, community features such as friend lists and groups, cloud saving, and in-game

voice and chat functionality. Therefore, Steam currently is the most popular way to distribute

or release new games. Emobi should concentrate to promote more on this site because this

is the comfortable distribution and information channel to come to customers, especially

foreign customers.

Emobi should also continue and improve current channels such as online delivery or

bookstores and computer/ technology stores.

d) Promotion

Exi sting product promotion plan

Because of the short life circle of a game and the fast pace of gaming and technology

development, Emobi should not invest in promoting for the current product. Past gaming

product cannot compete with current one in term of graphic, sound effect and usually even

the gaming content and innovative gameplay. Therefore Emobi might have to consider

effectively promoting its new product.





New product promotion plan

Promotion

tools

Forms Description

Advertising Newspaper/

Magazine

Primarily focus on people who have interest in technology

and gaming.7554 could be advertised in some technology magazinesuch as PCworld or Tapchicongnghe.Some teen-newspaper and magazine such as Hoahoctroor 2! could be an effective way to target student segments.

Internet Create facebook page for new 7554, update informationand receive feedbacks and ideas from customers. Advertise on online newspaper or online forum such asGenK, Gamethu, GameVN, etc. and build a strong 7554community.

Outdoor

advertisement

Hang in posters and banners in public internet, bookstore

or computer and technology companies.Sales

promotion

Price pack A combination of 7554 and 7554 Remarkable with a priceoff

Premium 7554 Remarkable - Limited Edition could contain asoundtrack CD or poster of new 7554 or a guide book withstory line, guiding through game and artwork.

Advertisingspecialties

When people go to 7554 booth in some technology expo,they can receive poster of 7554 or clothes with 7554 logo.

Sample On 7554 official website, there is a trial version for peoplewho want to play through 30 minutes of gameplay beforedecide to buy it.

Public

relations

Press relations Establish press conferences to introduce new products to

publics and customersPublic affairs There are several staffs that are in charge of maintaining

the 7554 community through some online forums or Offlinemeeting.

Special events There are annual technology expos and Emobi could takeits opportunities to place their booth about 7554.

Direct

marketing

Online marketing Information about new 7554 game or the developingprocess will be updated on the 7554 official webpage.





Action program

Strategy Detail Task ResponsibleDepartment

Time6/

13

7/

13

8/

13

9/

13

10/

13

11/

13

12/

13

1/

14

2/

14

3/

14

4/

14

5/

14

6/

14Product Develop new 7554

graphic, sound andgameplay

R&D

Redesign the logo,cover & poster

R&D

Unlock or publishnew pack for special occasionsor holidays (2/9,

30/4, 1/5)

R&D

Develop & launchiOS version

R&D

Release 7554 – Enhanced Edition

Sales,Marketing

Continue tomaintain andrelease fixed patchfor old 7554

IT, R&D

Release both new7554 products

Sales,Marketing

Price Discount product

price from 5% to10% in somespecial occasions

Finance,

Sales

Releasecombination packof 7554 and 7554Remarkable

Sales

Place Improve andcontinue to developonline sales for online orders or preorders

IT

Hang in postersand banners

Sales

Promotion

Update informationabout new productand developmentprocess

IT

Place booth insome technologyexpos

Sales,Marketing

Provide new 7554sample on official

website

IT, R&D




RMIT H i L t Ph Th h Ph P 28

Control

Process Departmentand individuals

Controlprocess

Duration

Input

Process

Output

7554 - marketing plan

Documents