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Marketing Paper Final

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1
Derrick Ronquillo
4 December 2014
MKTG 351 - 7pm
Videogames
2
Introduction:
My paper will be on three different types of video games. I decided to research
the video game industry be...
3
My third game is Candy Crush Saga, which is a puzzle video game. It was
developed by King as a game on Facebook, and has...
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Marketing Paper Final

  1. 1. 1 Derrick Ronquillo 4 December 2014 MKTG 351 - 7pm Videogames
  2. 2. 2 Introduction: My paper will be on three different types of video games. I decided to research the video game industry because not only am I a fan and consumer of video games, the video game industry has definitely evolved to become as big as movies and music in the world. A few interesting facts that I found in the documentary, Video Game Movie, was that 49% of American households own a dedicated game console. The average gamer’s age is about 30, so kids are not the only ones playing. Also 47% of gamers are females, so video games are not just a “guy’s thing” anymore. What I find interesting about video games is that they offer different genres such as: Action, Role-Playing, Shooter, Puzzle, and many more. There are so many video games out there that creators and marketers must constantly come up with innovative ways to gain the consumer’s attention. My main product will be Destiny, which is a first-person, action-adventure shooter. The game was created by Bungie and published by Activision and Sony. The game is available on PlayStation 4, PlayStation 3, Xbox One, and Xbox 360. The game can be played online with your friends and other online users. I chose this game because not only was it one of the most anticipated games of the year, so much money and effort was put into promoting this game. My second game is Super Smash Bros. for Nintendo 3DS, which is a fighting game that features iconic characters from the Nintendo franchise and is the fourth instalment in the series. The game was developed by Sora Ltd. and Bandai Namco Games, and published by Nintendo. The game was released for the Nintendo 3DS and Wii U video game consoles, but I will be more specifically focusing on the 3DS version, which is the portable version.
  3. 3. 3 My third game is Candy Crush Saga, which is a puzzle video game. It was developed by King as a game on Facebook, and has evolved as a mobile app for smartphones. I chose this game because it is usually overlooked as a video game because it is an app, but it is actually one of the most successful apps in the market today and has become a household name. Discuss the Marketing Mix for all three products: Destiny Product Place  Bungie known for creating the popular Halo Series  Video game comes in multiple packages and editions that include souvenirs  Beautiful packaging to enhance experience of playing the game  Any local retailers such as Best Buy, Gamestop, Target, or online on Amazon  Can order a digital copy edition Promotion Price  Over $300 million spent on Promotion  Partnership with Activision and Sony  Gaming Blogs, Social Media, and TV Commercials  $59.99  Limited Ghost Edition - $149.99  Glacier PS4 White Edition - $449.99 Destiny’s game is on a disc that comes in the normal PS4/Xbox One game box. However Destiny offers special limited edition packages you can purchase the game with instead. There is the Glacier White PS4 Bundle: which comes with a custom white PS4 and controller. There is the Digital Guardian Edition: which comes with a digital copy of Destiny and early access to Destiny exclusives. The Limited Edition: which comes with a booklet of artwork of the game from the creators, expansion pack passes, and other souvenirs. Then finally the Ghost Edition: which comes with everything above,
  4. 4. 4 but this one comes with a limited edition ghost replica from the game that lights up. The different packages are to enhance the consumer’s experience when they play the game, and for the more dedicated fans. Bungie has been known to do this before with their previous series Halo, which was a very successful and has given Bungie a lot of respect. The game can be sold at your local retailers such as Best Buy and GameStop, or ordered online and shipped to your house through Amazon. Promotion is where I believe Destiny excels. With the help from Sony, Bungie was given exclusive rights to use Destiny in promotions for the PS4. Also Sony spent millions for marketing Destiny on PlayStation ads, blogs, social media and commercials during the NFL season opener. CEO of ad-tracker, Sean Muller, estimates that $12 million was spent on commercials. The pricing for Destiny is what new games usually go for when they are released at around $60. For the Glacier PS4 White Edition, the price is $10 less than if you bought the two items separately. Super Smash Bros. Product Place  Nintendo known for creating iconic characters like Mario  Super Smash Bros. already a beloved series  Game cartridge is a small chip for 3DS  Local Retailers such as Best Buy, Gamestop, Toys R’ Us, Target Promotion Price  Character Reveal Trailers  Thank You Video from President of Nintendo North America  Super Smash Bros. Tournaments for the fans  3DS Version - $39.99  Wii U Version - $59.99 This is the first portable entry for the Super Smash Bros. series. The game is on a small chip for the Nintendo 3DS. Nintendo is a well-known name and almost anyone
  5. 5. 5 in the U.S knows them for creating characters like Mario and Donkey Kong. Nintendo is also been known to cater to the younger generation by limiting the amount of violence and complexity in their games, but they also cater to the older generation that grew up playing Nintendo when they were young. Same as Destiny, the game can be found at your local retailers such as GameStop, Toys R’ Us, and Target. For promotion they did not spend as much money as Destiny, but they did some things different. Ever since the game was announced, they have released multiple videos and trailers, which would reveal either a new playable character or returning character in the game. These types of trailers give fighting games the advantage and make the game more valuable to the consumers. Another type of promotion was a thank you video from Reggie Fils-Aime, the president of Nintendo of America. This video was presented at EVO 2014, and in it Reggie thanks the fans for all the dedication and support over the years. Finally, the type of promotion that makes Super Smash Bros. stand out, was the hosting of a tournament that was held at EVO 2013. The tournament featured Super Smash Bros Melee, which was the second installment of the game, but is considered the best out of the three that have come out. What I found interesting was that Nintendo actually almost cancelled this event. Even though the game brought a large crowd to the event, show casing an old game won’t necessarily lead to more sales for the fourth installment. However, successful gaming companies such as Blizzard and Riot Games, hold these kinds of tournaments to promote their games such as Star Craft, “Interest in the competitive scene of a game only increases interest in the game itself.” The price for the 3DS version is cheaper than a normal video game on a console, at $40, but for the Wii U version it is still around $60.
  6. 6. 6 Candy Crush Saga Product Place o King known for creating popular casual social games such as Pet Rescue Saga o Downloadable App on the internet o Online App Stores such as Facebook, Amazon, or Company Website o Players can sync their games between platforms Promotion Price o Integration with Facebook o Ads on shopping websites o Candy Crush video on their website o Free o Charge people for In-Game purchases o Extra Moves - $0.99 o Extra Life - $0.99 Candy Crush Saga can be downloaded on the internet. The creators, King, are known for creating other popular social games such as Pet Rescue Saga and Farm Heroes Saga. Places where you can download the game are the company’s website, Facebook, the App Store, Google Play, or Amazon. What makes Candy Crush more versatile is that you can sync your game between multiple platforms- which means players can continue their game where they left off, on any device that is connected to their account. The goal of Candy Crush was to promote their game so it goes viral. They used Facebook to accomplish this. There are over 500 million people that use Facebook. When a player progresses in Candy Crush, the game will post an update on the person’s Facebook page for all to see. This exposes Candy Crush to the user’s friends and will induce them to try the game out. What is interesting is that King discontinued advertising for Candy Crush because the product already makes enough money off of in-game purchases. About 30% of users make in-game purchases, and AppData estimates that Candy Crush makes about 45.6 million monthly. The price of the app is free. Free items are more attractive to the consumers than cheap products. But most of their revenue comes from the players who make the in-game purchases.
  7. 7. 7 The top in-game purchases are ‘Extra Moves’ and ‘Extra Life’ which are $0.99 each. Why are these the top purchases? It is because Candy Crush only gives the user 5 lives in the game, before they have to wait a certain amount to continue playing. Extra moves and extra lives make it easier for the player to pass the level, or continue playing. Describe segmentation variables that your choices use to target their customers: Destiny Since Destiny is a consumer good, it uses a regional approach. Destiny can be sold mainly in the U.S, Europe, and the Asia Pacific. A survey of 964 Destiny users was found online. About 46% of users were between the ages 18-24, also known as Generation Y. The second largest users were between the ages 25-32 at 28%, also known as Generation X. About 17% of users were below the age of 18, which is the game’s rating, at M for Mature. It was not stated how many users were male and female, but I would suggest the game targets both audiences because you have the choice of making your character in Destiny either male or female. For psychographics, veterans of first person shooters will be interested, since most of Destiny’s mechanics are from Halo. Motives for gamers would be a new experience for first person shooters. Bungie has described Destiny to be the future of first person shooters, by offering super Geographic Demographic Psychographic Benefits Sought  Regional Approach  U.S, Europe, Asia Pacific  Main Target is 18-24 year olds  Both Males and Females  Veteran Gamers and People who enjoy First Person Shooters and MMO RPG’s  Gamers who seek Adventure and want to play with friends
  8. 8. 8 powers and a MMO role playing type of gameplay in the game. The benefits would be adventure from the game by traveling to different planets and completing missions with your friends. Also another benefit would be competitive multiplayer and beautiful designs in the game. Super Smash Bros Geographic Demographic Psychographic Benefits Sought  Regional Approach  85% of Gamers make up North America  Target age is 18-25 year old males  25 male to 1 female ratio  Casual and Veteran Gamers  Take game on the go  Exclusive Game for Nintendo  Portable  Fun w/ friends at home and online Just like Destiny, Nintendo uses a regional approach to market Super Smash Bros. I looked up a survey on the demographics for Super Smash Bros. and found the results interesting. Out of a poll of 230 players who play Super Smash Bros, 68% were between the ages 18-25. About 17% were ages 14-17, and 10% were ages 26-35. I found this interesting since the game is rated E for everyone and Nintendo is known for targeting the casual and younger gamers. But it seems the people most interested in Super Smash Bros, are the college students and adults that grew up with the original Nintendo games. As a fan of the series, I was able to play the first installment when I was in elementary school, now all the kids who were there to play Super Smash Bros when it first came out are now in their 20’s, which seems to be the main target audience. The poll also stated the ratio of male to female gamers who play Super Smash Bros. is 25:1. The psychographics would be both casual and veteran gamers who have played before. The mechanics of Super Smash Bros. are very simple, but
  9. 9. 9 difficult to master. Also for the 3DS version, this game is perfect for people who do not own a console or do not readily have access to a TV. On campus I see many students playing with their friends on their break. The benefits of the game would include a fun multiplayer with friends. Super Smash Bros. is an exclusive game for Nintendo 3DS and Wii U. Also another benefit would be the fantasy to see your favorite Nintendo characters on the same screen fighting each other. Candy Crush Saga Geography Demographics Psychographic Benefits  Anyone who has access to a computer or owns a smart phone  Target age is 21-35 year old Females  Core Gamers  People who like to shop online  Gamblers and Puzzle Solvers  Satisfaction of completing level  Addiction can occur  Compare scores with friends Candy Crush can be accessed anywhere since it is an app on the computer or smart phones. The game is offered in English and Japanese. The main users of Candy Crush are females aged 21-35 at 25%. In second are males aged 21-35 at 18%, and right under are females aged 36-50 at 17%. Another poll asked Candy Crush users how much video games play a part in your life. 45% of users were ‘Core Gamers’, people who consider gaming an important part of their lives and they spend a large amount of time playing. 31% were ‘Mid-Core’, people who play regularly but not as long as Core Gamers. They would spend more time and money if they had more available. 23% were ‘Casual’ gamers who enjoy games, but only play to pass time.
  10. 10. 10 What was interesting was the type of websites Candy Crush users are visiting. 67% of Candy Crush users visit Amazon, 47% visit Netflix and PayPal, and the lowest website visited was ESPN at 17%. From these results it seems that shopping websites are the best place to advertise Candy Crush. Some users of Candy Crush consider the game to be highly addicting. This may be true because Candy Crush caters to people who like to gamble because of the small
  11. 11. 11 rewarding system to the users. There have been news articles on women being addicted and neglecting chores in the house and their ITunes bill going up. One of the women stated, “Soothing music and hearing a male voice that gives us all positive reinforcement.” Benefits would be the satisfaction of completing a level on Candy Crush. Another benefit would be the community users build on Facebook. Being able to see your friend’s high score boosts competition and make the game more fun. Pick any product that has multiple segments and explain how you would attempt to position your product to appeal to all of those segments: Dance Dance Revolution was introduced in Japan in 1998 and North America in 1999. This is a classic game almost everyone has heard of. In this game, players must stand on a dance platform and hit arrows with their feet to match the music and screen. This game can be found either in arcades or played at home with a game console. The game can appeal to all different segments. It can appeal to competitive gamers who like
  12. 12. 12 to achieve high scores. Also casual gamers will enjoy the game because of its simple mechanics. People who enjoy dancing will like the game. Dancing is a universal hobby that connects people from different countries. The game can be played on special occasions such as a house party with family and friends. The game can also appeal to people who want to lose weight. The game requires a lot of movement with the feet, especially on higher difficulties, and is considered a good aerobic exercise. Some players have reported losing 10-50 lbs. The way I would attempt to position this product to appeal to everyone would be through a commercial. I would use the setting of a living room with a family playing the game and having fun. I would make the player in the commercial achieve a high score to appeal to all the competitive gamers. Also I would include a calorie burner on the screen to show that the game is a good tool to lose weight. Visit the web sites for all 3 competitors and give a synopsis of your findings: The homepage for Destiny’s website opens with multiple live action trailers. On the top right corner is a visible blue box that says, ‘Buy Now’ to purchase the game. When you scroll down to the bottom the home page displays expansion packs you can purchase for the game. This is useful and easy to access for people who already want to find the expansion packs. Also for people who did not know of the expansion packs, this can be a useful opportunity to sell them on it. Under ‘Overview’ tab, there is a seven minute video playing from YouTube explaining the game to the viewer, instead of them reading. The video shows gameplay and cinematic cut-scenes describing the experience. The ‘Game Modes’ tab shows the different types of game modes you can play online, as describes how they are played. The ‘Story’ tab provides four slides that
  13. 13. 13 each give a short description overview of what the story is about in the game. The ‘Destinations’ tab shows the different planets you can travel. The ‘Guardians’ tab shows the different characters and classes you can choose form in the game, and the ‘Enemies’ tab shows the enemies you will encounter in the game. There is an ‘App’ tab that is a direct link to the Destiny App that is compatible with all smart phones. With this app you can stay connected with your Destiny game stats on your phone. The ‘Media’ tab provides all the trailers and screenshots for Destiny. There is a ‘News’ tab that includes reviews on Destiny from MTV, Rebel Gaming, and Cheat Code Central. What I noticed was that all reviews are positive and there is no negative feedback reviews. Finally there is a ‘Bungie.net’ tab that is a direct link to the Bungie’s website. Through here you can access forums, read about upcoming news, hear about community events, and track your stats. Out of my three video games, Destiny does the best job at fully describing their product and providing consumers answers on what the game is like. The homepage for Super Smash Bros. shows the box cover for both games and their launch dates. There is a ‘Movie List’ link that includes trailers, commercials, and interviews with the creators of the game. Also there is a link to purchase the Game Cube controller adaptor that was specifically made for Super Smash Bros. The bottom of the page has pictures and links describing most of the characters in the game individually. The ‘How to Play’ tab gives the basic controls for the Wii U version coming up. The ‘Music’ tab has YouTube videos of the songs that will be featured in the game. Also includes the names of the musicians who worked on the soundtrack. Finally the ‘Buy Now’ tab gives the viewer the option of buying either the 3DS version or pre-
  14. 14. 14 ordering the Wii U version online, or finding the closest retailer near you. Out of all the websites, Super Smash Bros. looks the most user-friendly, with the focus being on the different characters available to play in the game. Candy Crush’s website is the most simple out of the three, since there is not as much to describe in the game. On the homepage there is a quick description of the game mentioning that you are able to play with friends and solve puzzles. Also there are links where you can download the game from Google Play, App Store, Kindle, or Facebook. The homepage advertises new ‘Dream World’ game mode for players who pass level 50 to give incentive to play more. Finally there is a link to go to King’s website, where you can access and see other games King has to offer. What issues do these competitors have to deal with? Do a SWOT analysis for your primary choice: Strengths Weaknesses  Moneyand Capital from Activision  Promotional andMarketingHelpfrom Sony  Employeesare experiencedafter successful franchise:Halo  Havok Technologytorungraphics  Serversforonline gameplayare smooth  Lack of excitingStory  Lack in varietyof charactersand personality  Repetitive gameplay Opportunities Threats  Loyal Bungie Community  ExpansionPacksforplayerstocontinue playing  OtherFirstPersonShooters  Call of Duty, Titanfall,Borderlands, Battlefield  Grand TheftAutoV still leadinginsales and consideredabettergame bygamers The strengths of Destiny would be the money and capital invested into the game. I believe this is Destiny’s competitive advantage over most titles. Activision CEO Bobby
  15. 15. 15 Kotick estimated that Destiny’s development and promotion for its 10-year plan will cost around $500 million! Activision has a contract with Bungie to pay them $2.5 million every year during production of the Destiny. Do not forget the help from Sony, the strongest platform maker right now, with their PS4 promotions. Since October, PS4 has been leading Xbox One by at least 40% in global sales. Another strength for Destiny would be the online servers for the game. As a player of the game, I have not encountered and rarely here about complaints about disconnections in the game, which is incredible for how big the game is. Also Bungie has teamed up with Havok Technology, the leading provider of game development technology. Havok specializes in-game physics for the environment and clothes on the characters. The biggest threat to Destiny will be the competition. In my opinion as consumer of video games, first person shooters are hard to make because so much has already been implemented. Today many first person shooters feel similar such as Call of Duty, Titan Fall, and Halo. Destiny takes an innovative step forward for first person shooters, but it is a small step in my opinion. The idea of an RPG element in the game has already been used in games such as Borderlands. Also the weapon choice in Destiny is very limited. Destiny falls short and can learn some things from their competitor Grand Theft Auto V, who sold $800 million its first day of sales. First of all GTA V is an open world game similar to Destiny, but the different characters you interact with have more character and are more interesting. This game is not a first person shooter, but is a third person action-adventure game that can also be played online which makes it more versatile.
  16. 16. 16 Think of any product in the world that is no longer being sold and explain how it failed in your opinion: A game that I believe failed in my opinion was Halo: The Master Chief Collection made by 343 Industries. This game was recently released on November 11, 2014 and is still selling, however the game was very flawed when released to the public and received a lot of criticism that will definitely impact the future for the company and this game. This game is a compilation of re-mastered versions of the Halo Series, the series that made Bungie famous, exclusively for Xbox One. This game was a good idea because it was a great value for your money, 4 games for the price of 1, and it includes access to the Halo 5 beta. How did it fail? When people started playing the game, they could either not access multiplayer, or the connections were too slow. My friends and I personally got the game mainly for the multiplayer features, and were disappointed when we could not play. A week later a downloadable patch was made online to fix the problems. Many people were disappointed and lost respect for the company 343 after this problem. As I looked on online forums for help on fixing my game, many users were
  17. 17. 17 complaining and saying they already returned the game, and do not even plan to buy the next Halo installment made by 343. Also this trend for game developers to rush a game and fix problems later with a downloadable update is very irresponsible and frustrating for the consumers. How does Personal Selling (Relationship Selling) affect the final consumer who buys your product? What kind of white collar sales efforts were required to create the final product? How did all the efforts of all B2B buyers and sales people associated with your primary choice impact the final consumer? There are many jobs that go to the final product before it is in the hands of the consumer. To create the game, you need writers for the story and script. Then you also need music composers for the soundtrack, character designers, level designers that make the 3-D architects in the game, voice actors, and many more jobs that go into making the actual game. The relationship selling is more complex for video games, because they have to showcase it to millions of people some way. When the release date for Destiny came out, Bungie co-founder Jason Jones called it the next great first- person shooter since Halo, and displayed an announcement trailer with gameplay. The use of the internet plays a huge role in today’s generation, and through Sony, Destiny was promoted on their gaming blogs and social media. Destiny has its own Instagram, Twitter, and Facebook. To keep fans updated and interested, many trailers and videos were released at Sony Press Conferences and the E3 Gaming Convention . Give me a descriptive analysis of your products’ advertising efforts: My favorite promotion of Destiny was there live action trailer. This can be found on the company’s website, YouTube, and a short version is shown on TV. Trailer shows
  18. 18. 18 a racial diversity in characters by their voice, 1 Caucasian male, 1 African-American male, and 1 female. The trailer shows action and features moves you can do in the actual game. It actually looks better in the trailer than the actual game. The trailer shows the different planets you can travel and enemies you will encounter. The trailer does not give a serious emotional feeling, but more of an adventure with your friends feeling. The song playing in the background is the ‘Immigrant Song’ by Led Zeppelin. My favorite ad from Super Smash Bros was one of their quick 30-second ‘Food Fight’ commercials. These commercials are more comedic than serious. The commercial features a bunch of teenagers playing in a living room, and they settle an argument by playing Super Smash Bros. The ad features the Nintendo 3DS and has gameplay footage. The commercial shows classic characters such as Mario and Kirby, as well as the new characters like Megaman and Charzard. Candy Crush actually does not have any commercials on television, but they were able to slip their name into an Esurance commercial which I found creative. The commercial features a lady and her grandson. The old lady represents the ‘old generation’ of today and the son represents ‘today’s generation.’ The lady is not playing
  19. 19. 19 the actual app of Candy Crush, but she is literally crushing candy with a hammer. The main focus of the commercial is that the old lady switches from Geico to Esurance. The lady mentions that when the grandson told her about Candy Crush, she was hesitant, but once she tried it, she became hooked on it. This can be a nod to the users who became addicted to Candy Crush. Discuss at least three different activities that deal with your choice’s ‘Blue Collar’ supply chain management process CD’s are the most common form of storage mediums for video games. The CD’s are usually made with strong plastics called polycarbonates. Also there is thin layer of aluminum on the CD, with a protective acrylic coating. To prevent flaws in the disc, the process of transferring the game onto the disc must be done in a clean dust free environment. Random samples of finished discs are tested to make sure everything is working properly. For packaging the product, it is either done by hand or machine. Each game is placed in a preprinted cardboard box. The boxes are then transferred to a shrink wrap machine that seals them for shipment. Sometimes games can be damaged in the package or scratched in the packing line. After packaging, the video games are transported to retailers. This is usually done by truck. A problem that could occur is that the boxes slip and open during travel and get damaged.
  20. 20. 20 How are your three choices addressing the “Societal Marketing” concept? Bungie has their own Charity Foundation and for their 20th anniversary celebration, they auctioned off hand drawn illustrations from their past video games, body armor, and weapon props used to help make the game. Earlier this year there was a 24 hour charity stream of people playing Destiny to help support and bring awareness to the Children’s Miracle Network Hospitals. These are international non-profit organizations that raise funds for children’s hospitals and research for child health issues. Nintendo has a ‘Take Back Program’ where they recycle consumers’ and businesses’ old video game products. This includes old consoles and controllers. People can ship their products at no cost with UPS also. In 2013, Nintendo of America processed 771 tons of returned products. Nintendo also partners with Starlight Children’s Foundation. Starlight has created fun centers, which are mobile entertainment units equipped with a Wii that provide entertainment for children patients facing surgery or are feeling lonely after visiting hours. What I found interesting was that Nintendo did a secret philanthropy for earthquake victims in Japan. Nintendo sent out care packages to civilians living in evacuation centers. In these packages included TV tuner packages so victims could watch news or could be used to play video games. No efforts were made to publicize this gesture.
  21. 21. 21 King hosted a ‘Help CRUSH Epilepsy’ charity. In 2012, for certain date, King would donate $1 to the Epilepsy Foundation of America for every mobile download of Candy Crush Saga. Think about any one of your three products and how would you try to get your best customers to order more? To get their customers to continue playing for the years to come, Bungie is planning to release an expansion pack on December 9. This expansion pack that you buy will include new weapons, armor, missions, maps, and game modes for your game. As one of the creators for Bungie, I would make sure to listen to customers complaints on Destiny, and fix them by the time we release the second installment. For the most dedicated fans who want to pay more, that is why we have the limited edition Destiny packs that you can order that come with collectibles and exclusive in-game content. Like Nintendo, I would host community tournaments for Destiny. These kinds of tournaments build a closer community between Destiny players. Also people who do not own Destiny can try out and see the game for free. At these tournaments we can advertise and sell the expansion packs, the actual game, or Destiny gear. Finally just like Candy Crush, I would include in-game purchases in the game. You usually need electronic currency in the game to buy weapons and armor, which could be time consuming. I would give the choice to the gamer to trade their real money for in-game currency just like most apps today.
  22. 22. 22 Explain how Walmart has several sustainable competitive advantages over any other retailer in the world: Today Walmart is the largest and most profitable retailer in the U.S. In 2009, Walmart had $401 billion in sales. What makes them more successful compared to their competitors Target or K-Mart? It starts with their fundamental principles: Low prices, commitment to customer service, technological superiority, and loyalty among employees. Walmart’s low prices give them a cost advantage over their competitors, which make them more attractive. They are able to afford these low prices because of their efficient communication network and relationships with their vendors. For example, they have their vendors manage the inventory systems, which minimize inventory cost for Walmart. Walmart is customer oriented and considers the customer the ‘boss.’ Sam Walton, the founder of Walmart stated, “I want you to promise that whenever you come within ten feet of a customer, you will look him in the eye, greet him and ask if you can help him.” Walmart has a technological advantage over their competitors as well. Their operations management includes warehouses, satellite system, and distribution network, which make distribution and logistics cheaper and more efficient. Finally Sam Walton believed not only in value for the customer but empowerment for employees. Walmart provides a management training program and ‘Yes We Can Sam’ program which all lead to teamwork and motivation.
  23. 23. 23 Marketing 351 Survey (Survey of 10 males and 8 females between the ages 18-25) 1. What app/game do you hear about most when you are on Facebook? a. Farmville b. Candy Crush Saga c. Texas Hold Em Poker d. Pet Rescue 2. Which game on your phone would you most likely play in your spare time? a. Angry Birds b. Candy Crush Saga c. Temple Run d. Clash of Clans 3. Which game would you rather play with friends on the Nintendo 3DS? a. Pokémon Omega Ruby/Alpha Sapphire b. Mario Kart7 c. Tetris Axis d. Super Smash Bros 4. Which game would you most likely you continue to play for the long-term (over a year)? a. Call of Duty: Advanced Warfare b. Destiny c. Assassin’s Creed d. Grand Theft Auto 5. Since this Fall, which game have you heard most about from word of mouth, TV commercials, blogs, etc.? a. Halo:Master Chief Edition b. Far Cry 4 c. Destiny d. Call of Duty: Advanced Warfare
  24. 24. 24 11.76 88.24 0 0 Which App/game do you hear about most when you are on Facebook? Farmville Candy Crush Texas Hold 'Em Pet Rescue 6.25 56.25 25 1.2 Which game on your phone would you most likely play in your spare time? Angry Birds Candy Crush Temple Run Clash of Clans
  25. 25. 25 16.7 44.445.56 33.33 Which game would you rather play with friends on Nintendo 3DS? Pokemon Mario Kart 7 Tetris Axis Super Smash Bros 27.78 11.11 5.56 55.56 Which game would you most likely continue to play for the long-term? Call of Duty Destiny Assassin's Creed GTA V
  26. 26. 26 How have each competitor positioned themselves in the marketplace? Candy Crush dominates the votes with 15 out of the 18 people saying they have heard of Candy Crush the most on Facebook. King’s goal of making Candy Crush viral is true, and the implementation with Facebook definitely was a success. For the game most people would like to play on their phone, Candy Crush wins again with 56% of the votes. The demographics I listed earlier are pretty accurate, with 50% of females between the ages 18-25 voted they would rather play Candy Crush. Second place was Temple Run with 25%. I believe this is due to the simplicity of Temple Run compared to the other games. Angry Birds got one vote, even though this game is simple, it is one of the most frustrating games out there which may have drove people away. Clash of Clans got a few votes, but this game is definitely more complex compared to Candy Crush and Temple Run. 16.67 0 61.11 22.22 Which game have you heard most about most? Halo: Master Chief Edition Far Cry 4 Destiny Call of Duty: Advanced Warfare
  27. 27. 27 Super Smash Bros got second place with 33% of the votes for game people would rather play with friends on Nintendo 3DS. The good news is that it was to a similar game, Mario Kart, which features an all-star cast of Nintendo characters, except they are racing each other this time. I believe this might be due to the violence in the game which may not be appealing to females, since most females chose Mario Kart. Destiny failed to position their game as a 10-year plan, only receiving 11% of the votes. Grand Theft Auto V won with 55% of the votes. As I stated earlier, GTA has more to offer in their game than Destiny, and consumers understand that. However Destiny’s marketing and promotion was a success. For which game people have heard the most, Destiny won with 61% of the votes. Everyone definitely knows about Destiny, Bungie just needs to make their game live up to expectations just like GTA V did.

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