The case study entailed promoting a Game Art and Design course at École Intuit Lab. I focussed on certain key areas like- 1) Industry Overview 2) Cohort Analysis 3) Segmentation 4) Marketing and Branding

1. College: XIMB
Name: Biswadeep Ghosh Hazra
Email : UM19148@stu.ximb.ac.in
Mobile: 9051707408
VICHAAR

2. 4 7 8 10 13 15.3 19.2 23.5 24.5 28 32
44
62
90
99
143
0
20
40
60
80
100
120
140
160
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Industry Overview
Value of the Indian gaming industry (in Billion Rupees)
1,110
1,494
2,019
3,060
3,832
4,574
5,233
5,784
6,225
34.59%
35.14%
51.56%
25.23%
19.36%
14.41%
10.53%
7.62%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
2017 2018 2019 2020 2021 2022 2023 2024 2025
Revenue Growth (in %)
Revenue & % growth of the mobile games industry in India (in US$ Mn)
84.6
98.6
115.5
154.4
174.9
193.5
209.6 222.8
233.3
6.3
7.3
8.5
11.2
12.6
13.8
14.8 15.6 16.1
0
5
10
15
20
0
50
100
150
200
250
2017 2018 2019 2020 2021 2022 2023 2024 2025
Mobile Game Users (in Millions) Penetration Rate (in %)
0
5
10
15
20
25
30
2017 2018 2019 2020 2021 2022 2023 2024 2025
13.12
15.15
17.49
19.82
21.91
23.63
24.97 25.97 26.69
ARPU (in US$)
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

3. Age
Population
0-4 years
15-19 years
45-64 years
65-79 years
10 Million 50 Million 100 Million
1 2
Cohort Analysis
• Parents in the age group 45-64 years
• Digitally Literate (online targeting)
• Digital Literacy Rate in the age group
assumed to be 50%
• Potential Reach- 69.6 Million
• Might encourage their children to look
for new careers (Liberal Parents)
Cohort-1
• Parents in the age group 45-64 years
• Digitally Illiterate (offline targeting)
• Potential Reach- 69.6 Million
• Might encourage children to take the old
career path (Conservative Parents)
Cohort-2
3
• Children in the age group 15-19 years
• Digitally Literate (online targeting with
focus on gaming)
• Digital Literacy Rate in the age group
assumed to be 80%
• Potential Reach- 80.1 Million
• Follows their favorite gamer icons
closely
Cohort-3
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

4. Segmentation (for Parents)
Age
Gender
Occupation
Socio-economic
Marital Status
Family size
Education
Income
Internet
Literate/Illiterate
Ethnicity
40-45,45-54, 55+
Married, Divorced
Lower Middle, Middle Middle, Upper Middle, Upper
Business, Service, GoI
Male, Female, Transgender
1–2, 3–4, 5+
Indian
Internet Literate and Illiterate
Middle Class, Rich
Upper Primary, Higher Secondary,
Graduate, Post Graduate, PhD.
From Secondary Research, the average age of marriage in India is 26 years for
Men and 22 years for Women. Since a student in class 11-12 will typically be
17-18 years of age, the staring age for Parents is 40 years. Segmentation for
parents will primarily include the entire Middle Class and above spectrum.
Both internet literate and illiterate are taken into consideration and targeted in
different ways. Both online and offline marketing strategies will be utilized with
focus on newspapers, radio and billboards
Segmentation (for Students)
Age
Gender
Occupation
Socio-economic
Marital Status
Family size
Education
Income
Internet
Literate/Illiterate
Ethnicity
18-20
Unmarried
Lower Middle, Middle Middle, Upper Middle, Upper
Students (Full Time and Freelancers)
Male, Female, Transgender
NA
Indian
Internet Literate
Middle Class, Rich
Classes 11-12 (Commerce, Science
and Humanities Streams)
For students, the primary marketing and targeting method will be online
with focus on the prevalent gaming industry in the country. YouTube, SEO
Analysis are kept at the forefront for the same. The age group is kept at
18-20 years since that is the time when students appear for their
class 11th & 12th. This target group is highly digitally literate and hence heavy
online targeting methods are justified. Moreover they have the power to convince
their parents about new and exciting career opportunities like game design
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

5. Marketing Strategy
Marketing
Strategy
Above the
Line (ATL)
Television
Ads
Print Media
Radio
Below the
Line (BTL)
Outdoor
Adverts
Direct
Marketing
Public
Relations
Through the
Line (TTL)
Digital
Marketing
360 degree
Marketing
Media Vehicle Brand Cost Source
Magazine EdTech Magazine Rs 100,000 Per Insert https://www.themediaant.com/
TV SUN TV (Highest Reach ~BARC) Rs 200 Per second https://www.themediaant.com/
Newspaper Time of India Rs 5,667 per Sq Cm https://www.themediaant.com/
Radio Red FM 93.5 (RJ Mention) Rs 6,000 Per Mention https://www.themediaant.com/
BillBoard 15*40 In Mumbai Rs 70,000 https://armourdigitalooh.com/
Newspaper
(Source- Economic
Times) (17%)
Daily readership
(2019)/ Growth
over 2018
Times of India 15,236,000 (17%)
The Hindu 6,226,000 (17%)
The Economic Times 3,701,000 (19%)
Mumbai Mirror 2,165,000 (19%)
The Indian Express 1,855,000 (16%)
The New Indian
Express
1,846,000 (22%)
All English Dailies 31,366,000 (14%)
Name of the
newspaper
Rates (in Rs. Per sq. cm)
Times of India Front Page- Rs 1373
Back Page- Rs 1140
Times Ascent B&W: Up to 120 cm^2-Rs 376
Colour: Up to 120 cm^2-Rs 376
TOI City Times Front Page- Rs 479
Back Page- Rs 384
ATL
Marketing
Radio
Adverts
A radio advertising
ecosystem has to be
maintained. After
analysing the viewer
statistics, advertising
campaigns may be run
on Radio Mirchi in the
Evening Prime Time
and on Red FM in the
Evening Prime Time
Here our the offline media vehicles that we have selected for offline media with
specific brands along with there estimated costs ATL is great for generating
initial brand awareness. Paired with digital with will give our campaign a 360
degree view. For Billboards, we will cover major highway destinations. Every
city will have a different calling number present on the board to track the
effectiveness of ATL marketing.
Offline marketing:-
• Billboard spaces
• Magazine spaces
• Radio Slots
• Newspaper Space
• TV advertising
Billboard score=
No. of prospective
people seeing the
ad* average time
spent on ad* area
of the bill board
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

6. Online Strategy (SEO Analysis)
Website Analysis
Critical
Errors (2)
Organic
Monthly
Traffic (844)
Organic
Keywords
(521)
On-Page
SEO Score
(80/100)
Backlinks
(654)
Warnings
(31)
Growth Drivers
Growth of Tier1, Tier 2 and Tier 3 Cities
Growth of Gaming as a full time profession
Young population demographics
Lucrative alternative career options
Growth of the gaming industry as a whole (India and World)
Key Performance Indicators
Number of applicants
Market Share among gaming universities/colleges
Companies coming for placements and internships
Foreign Collaborations
Technology used in curriculum
• The SEO Score of 80 shows
the website is extremely well
optimized
• Organic Monthly Traffic
(844) has scope of
improvement and Organic
Keywords (521 keywords that
rank on the SERP) is great
• Low Critical Errors with a
good number of backlinks
helps in building credibility
• As per the image below, the
loading time for mobile can be
improved from current 6
seconds to 3
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

7. Online Strategy (YouTube)
Channel Name Subsciber Base Video Views
Engagement Ratio
(Video Views/Subscriber
Base)
Total Uploads Average View Per Video Subscriber last 30 days Views in last 30 days
% Drop/Rise in
Subscribers in last 30
days
% Drop/Rise in
Video Views in last
30 days
1 Dynamo Gaming 90,60,000 81,20,20,788 89.62701854 1,481 5,48,292 20,000 1,51,01,000 -66.7 -18.9
2 MortaL 63,10,000 84,09,40,916 133.2711436 911 9,23,097 20,000 1,72,35,000 -50 6.9
3 CarryisLive 86,50,000 89,48,65,725 103.452685 684 13,08,283 3,10,000 4,86,74,000 93.8 113.4
4 Total Gaming 1,99,00,000 2,69,77,96,943 135.5676856 1,141 23,64,414 14,00,000 25,88,75,000 -22.2 -8.7
5 Desi Gamers 80,20,000 96,46,80,566 120.2843599 804 11,99,851 5,60,000 10,41,54,000 -22.2 22
6 TWO SIDE GAMERS 69,10,000 90,19,60,034 130.5296721 1,091 8,26,728 2,10,000 4,19,80,000 -46.2 -28
7 GameXpro 37,70,000 64,51,42,925 171.1254443 802 8,04,418 40,000 1,82,49,000 -42.9 4.3
8 The RawKnee Games 22,60,000 38,22,64,845 169.1437367 1,286 2,97,251 40,000 96,53,000 0 -16.9
9 Kronten Gaming 21,40,000 24,65,95,951 115.2317528 1,385 1,78,048 -20,000 11,73,000 0 -59.9
10 Gyan Gaming 76,00,000 81,26,46,552 106.9271779 1,679 4,84,006 12,40,000 14,93,73,000 51.2 60.5
Channel Name Overall Impact Equation Score
1 Total Gaming 1,46,25,254
2 Gyan Gaming 74,30,222
3 Desi Gamers 23,90,681
4 CarryisLive 6,59,823
5 TWO SIDE GAMERS 3,96,056
6 GameXpro 84,224
7 MortaL 62,928
8 The RawKnee Games 35,556
9 Dynamo Gaming 31,990
10 Kronten Gaming 7,268
Channel Name Social Blade Rank Estimated Price Charge Ranking
Total Gaming 189 (Highest Charge) 1
Gyan Gaming 578 2
Desi Gamers 988 3
TWO SIDE GAMERS 2,548 4
MortaL 6,036 5
GameXpro 10,389 6
CarryisLive 12,280 7
Dynamo Gaming 12,991 8
The RawKnee Games 20,626 9
Kronten Gaming 89,466 (Lowest Charge) 10
FINAL EQUATION (Overall Impact Equation)-
(((Engagement * Average video
views)*0.4)+(%Drop/Rise in Subs over last 30
days)*(%Drop/Rise in Views over last 30
days)*0.2+(0.2*Subs increase last 30
days)*(0.2*Video View increase last 30 days))
This table depicts the Overall Impact Equation for
each channel. They are arranged in descending order
of preference. The Green & Yellow colored
channels can be sought after and the Red colored
ones need to have a strategy & reason behind them.
This metric gives a clear view of which
channel/influencer to proceed with and advertise
Metrics used (Overall Impact Equation)
• Engagement ratio
• Average Number of video views
• Increase in subscriber base in last 30 days
• Increase in video views in last 30 days
• %Rise/Drop in Subscribers in last 30 days
• %Rise/Drop in Video Views in last 30 days
YouTube is one of the most growing platforms and has an
age old relation with gaming content. The strategy is
therefore to advertise, partner & setup influencer
marketing with select Indian channels. The Overall Impact
Equation with Social Blade Rank will provide a proper
direction. Gaming is popular in India with YouTubers often
creating a separate gaming channel from their other channel
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

8. Branding Strategy
Mission
Vision
Building a global brand that strives to
lead the future of gaming industry by
creating the best designers possible
Establishing ÉCOLE
INTUIT LAB as a market
leader in game, art and
graphics design
Brand Essence:
ÉCOLE INTUIT LAB aims to build a brand by
providing state of the art learning methods that
amalgamates scientifically proven methodologies
& the latest technologies to deliver a learning
experience that is unparalleled, every time
Brand Idea-
Providing the
best learning
experience
Brand Persona-
Putting students
and their needs
first
Emotional Benefits-
Satisfied that time well
spent, Happy,
Knowledgeable
Functional Benefits- Using proven
methods to learn and track effectively
and efficiently without much hassle
Features & Attributes (Points of Difference)-
Focused Learning, Dashboard-first Design,
Mood Metrics, Gamified Experiences,
Learning Efficiency Features
Campaigns
Brand Communication
Brand communication will be constant
throughout- whether online or offline. Focus
of communication towards the fact that
ÉCOLE INTUIT LAB helps in achieving the
end goal of an user- to attain knowledge and
skills for the future.
Be Future Ready
Campaigns will be 360 degree campaigns, we will connect in
online and offline both ways. The first campaign will be
#behindthegame which will focus on the behind the scenes
of famous games and the fact that game art designers and
developers are the real MVP!
Brand Ambassador
PewDiePie (Felix Arvid Ulf
Kjellberg) has established himself
as one of the go-to gamers in the
world and has built his YouTube
empire on gaming which he
streamed continuously during his
early years. He represents
PERSEVERANCE,
DEDICATION and PASSION,
qualities that any gamer is aware
of in order to succeed in the
industry. He is therefore ideal for
the global ÉCOLE INTUIT brand
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

9. Promotion Method Promotion Cost Promotion Estimated Reach Industry Standard Conversion Number of Customers Customer Acquisition Cost
Youtube Influencer ₹ 5,00,000.00 9,80,000 0.04% 392
Facebook Ads ₹ 5,00,000.00 34,00,000 0.02% 680
Google Adwords ₹ 5,00,000.00 2,00,000 0.10% 200
Instagram ₹ 5,00,000.00 5,00,000 0.05% 250
Digital Marketing Costs ₹ 20,00,000.00 50,80,000 1522 ₹ 1,314.06
Other Marketing Tools
Word Of Mouth ₹ - 1,000 3% 30 -
Billboards ₹ 1,50,000.00 3,50,000 0.05% 175
Newspaper ₹ 2,50,000.00 15,00,000 0.01% 150
Magazine ₹ 1,00,000.00 5,00,000 0.05% 250
Radio ₹ 1,00,000.00 8,00,000 0.01% 80
Televison ₹ 7,50,000.00 30,00,000 0.02% 600
Guerrilla Marketing ₹ 1,00,000.00 5,000 5.00% 250
Offline marketing Cost ₹ 14,50,000.00 61,56,000 1535 ₹ 944.63
Total Cost ₹ 34,50,000.00 1,12,36,000 3,057.00 ₹ 1,128.56
Student seat limited to 260.00
Customer Acquisition Cost
Cost Benefit Analysis
Estimated Customer Life 3 years
Estimated customer revenue per year ₹ 11,30,769.23
Total Customer Life time Value ₹ 33,92,307.69
Total Revenue over Period of 2 Years ₹ 88,20,00,000.00
Conclusion: By spending Rs.34,50,000 on
marketing we are able to generate 3057
customers. Since students are limited to 260, that
amount is instead considered. Customer life time
value is Rs 33,92,308. We are able to generate
over 88.20 Cr over a period of three years for
the Game Art and Design Course.
Course fee (Kolkata)
9,00,000.00
Average Course fee 11,30,769.23
Calculation of customer life
Number of Students in Mumbai Campus 200.00
Number of Students in Kolkata Campus 60.00
Course fee (Mumbai) 12,00,000.00
YouTube influencer that we
have picked is Total Gaming
based on our YouTube
Influencer scorecard. The
conversion rates and estimated
cost are based on assumptions
formed via secondary research.
The Revenue per customer per
year has been obtained from
the primary research
conducted by us. Facebook
audience Identifier has been
used to estimate the audience
size. Even though offline
media has a lower conversion
rate it offers better awareness
generation and reach than
online media.
The prices taken are just a ballpark representative. The end customers
according to the model are almost 12 times the number of seats
available suggesting expanding to other Tier I cities
Industry
Overview
Cohort Analysis Segmentation
Marketing
Strategy
Online Strategy
and Metrics
Online Strategy
(YouTube)
Branding
Strategy
Cost Benefit
Analysis

10. THANK YOU!