Battlefield 3 Advertisement Review

Battlefield 3 Advertisement Review

Today we are going to review one of the highest selling video games of 2011. Battlefield was sold a cross all gaming consoles PS3, X box 360 and PC being the biggest gamming platforms.  The game is based around a Morden Warfare combat.

The first thing that we will look at is how the game is target at its market audience, first thing that comes to mind is gamer’s, the first person shooters gamers (FPS). But we can define the target market or segment more with demographics, psychographics and Geographic’s.  

The demographics of the target market of this advertisement after reviewing it are most likely are those of male aged 17-35, with a medium income level of 40,000-80,000.

 Next will look at the psychographics of the segment that is what kind of life style and interest they have. By reviewing this advisement we can see that it is most likely those who have good work life balance with free time have disposable income, enjoy the use or playing video games for entertainment over other forms such as movies, concerts or plays. They are into the FPS game market and enjoy more of a war based game.  

The last segmentation area we look at after reviewing this advisement is that Geographic’s as the advertisement doesn’t really tell us much about this we can tell form the psychographics and as a gamer and knowing what most uses like to do, play online with the game. We can stay that it is target around city populations witch have large TV viewing and internet access.  These are only my opinion on the market section.

 Another way of looking at the target market is Ray Morgan’s value segmentation   found at http://www.roymorgan.com/products/values-segments/look-at-me.cfm

Look At Me© They are looking for fun and freedom away from the family, being a part of "their generation", the in-crowd of their peers. They are fashion and trend conscious, wishing to stand out from their parent's generation but are very conscious of conforming to their peer group.

Whilst this pattern of responses is more often found amongst teenagers, trying to "stand out" to seek recognition by the family for being "grown up" can occur at any time in a person's life.

Being very active socially, they prefer a party to staying at home. They like to be seen as "outrageous" and taking part in "cool" or "hip" activities. They tend not to get involved in social or political issues. Sport, leisure and fun are too important to be interfered with by longer term commitments.

Short term thinking also features strongly in this segment, looking at getting jobs not having a career, and working for wages (9-5) not salaries which carry more responsibility. They may say they want responsibility but only to the extent that they don't want anyone looking over their shoulder and telling them what to do. They still expect the family to support them, feed them, do their laundry but definitely not clean up their room - that's private.

Money is very important to them, but not if it requires financial planning or thought for tomorrow. Money is essentially a means to an end - something you need to enjoy yourself.

They are also attracted by media which reflects their peer group and generation, particularly programmes such as Neighbours, and Reality TV shows like Australian Idol & Biggest Loser.  TV Comedies are favourite in particular animated shows like The Simpsons and Futurama as well as variety shows like Rove.

Their reading interests in magazines are similarly self-reflective with Girlfriend, Dolly, Cleo, and Cosmopolitan etc. being among the highest read. Males tend to reflect their peer interests in cars and bikes with Fast Fours & Rotaries, Hot 4s and Performance Cars and Top Gear, in women with Zoo Weekly, FHM and Ralph, in sports with Alpha, Rugby League Week and AFL Record and video gaming with Hyper, Official Xbox 360, PlayStation and PC Power play.

 Now we can look at does the advertisement meet the needs of this segmentation. With the way the advertisement was made to show war based game play and actors doing the same war based activity, and at the end staying real or Battlefield 3? , this target the FPS market with vision and mindset that this game is so realistic you think you are in real war fighting. It is also very action based with all the shotting, running and explosions to show that it is a very fast paced and realistic war game were u only have seconds to make decisions .

The advertisement is well set up to meet their target market it is very fast paced, the switching between game play and realistic war battle is a great idea as it saying is it real or Battlefield 3, with the use of fast paced action and switch form game play and film has really sold the realism and fast paced action of this war game.

This are the thing gamers are looking for more fast paced action and realistic game play to make you feel as if you were there and Battlefield # advertisement does this.  

Market Entry modes

Market Entry modes

When a company is looking too expanded or enters a new marketing, cross boarders or in an international market place. They must consider what would be the best approach for them to do so.  There are a number ways an organisation can start to sell their products in international markets.

1.                   Direct export. The company produces their products in their home market and then sells them to customers overseas. Has little risk to the business but no control of products after exported.

Example of direct exporting is that of small companies or international sellers on E Bay where either the small business or user makes or buys products in their home country to sell in other foreign markets. They do so by advertising online stores or e bay accounts and shipping directly to the consumer in the foreign market.

2.                   Indirect export, the company sell their products to a third party who then sells it on within the foreign market.  The risk is low and little control of product after it has entered the market.

Indirect exporting example would be that of Sony and Samsung who sell their goods in many different foreign and local markets by the use of export agents and foreign companies like the good guys.

3.                   Licensing another less risky market entry method here the Licensor will grant a company in the foreign market a license to produce the product, use the brand name etc. in return that they will receive a royalty payment.  Another low risk entry method, with a little more control the just exporting as there can be regulations and standards of use.

Example of licensing is that of video game industry, such as Activation makes Call of duty games and then sells licensing to PlayStation and X box to manufacture the games for their game consoles.  Usually used in technology and music industry so the inventors or artists can sell their ideas to be used by others.

4.                   Franchising is another form of licensing. Here the company puts together a package of ingredients that made them a success in their home market and then franchise this package to overseas investors. A riskier entry method, with a little more control the just exporting as there can be regulations and standards of use, but can involve risk to the brand name or image.

Franchising is another way a company can gain entry in to a market is mostly done in fast food industry; largest franchisees are Mc Donald’s and KFC.

5.                   Joint Venture. To share the risk of market entry into a foreign market, two companies may come together to form a company to operate in the host country. The two companies may share knowledge and expertise to assist them in the development of company; of course profits will have to be shared out also.

Joint Ventures are way two or more companies can join to entry new markets, well limiting their risk and not being too exposed. Example of joint venture is that of Sony-Ericsson mobile phone company that joined together to enter and compete in mobile industry and markets globally.

6.                   Strategic Alliances are collaboration between companies in various countries to share and exchange resources and value creating activities.       

Strategic alliances are another for companies to join together to limit risk and entry foreign markets. Usually would be found in the Airline industry where alliances are form to meet more of the customers’ needs traveling around the world.       

7.                   Foreign Direct investment is where a company well directly invest in a foreign market to gain entry. This can be done by buying business there, setting new one up in the market or partnership with a local company.  (Fletcher & Brown, 2008)

A good example of foreign direct investment is that of GM with Holden and Toyota both opening manufacturing plants in Australia to gain entry in to our foreign market as well as other that we trade with. 

As you can see there are many entry modes a company can choose to enter a new market, but the company must know what risk and control they wish to have over that entry in to a new market. The less the control the easier the entry and more control the company want to keep the harder the entry, so a company must choose their control and risk levels and how and why they want to enter a market to gain new foreign market share and obtain their goal and objectives.

Reference List

Fletcher & Brown, 2008. International Marketing: An Asia-Pacific Perspective. 4th ed. NSW: Pearson Education.

Marketing

Marketing defined by kotler, Brown, Burton, and Deans Armstrong is that. Marketing is a social and Management activity and process, whereby Individuals and organisations obtain needs and wants. They do this through by creating and exchanging value with others. (Kotler, et al., 2010)

 The American Marketing Association in 2007 defined marketing as Activity, where a set of institutions and processes create communication, and deliver and exchange value. For customers, clients,   partners at society at large.

By looking at these two different Definitions of marketing witch are in some ways the same we can see that marketing is more than just advertisements and promotions. Marketing is a set of Processes and activities by witch companies and organisations communicate their products to Customers, partners, other business and Society as a whole. They do this so they can meet the needs and wants of the end user of their goods and crate value of their products they offer.

The marketing Frame Work

The marketing frame work is made up of the 5C’s, STP, and 4P’s.

5C’s are

·         Customers -who are or who do we want

·         Company -what are our strengths and weakness? What benefits and value can we provide customers?

·         Context -what is happening now and in future of our industry?

·          Collaborators – are our suppliers and partnerships we may have.

·         Competitors- are our competition and what they are doing in the market.

STP

·         Segmentation- Customer all ant the same they have different needs and wants so they are divide in to segmentations such as male and female or age.

·         Targeting- this is where we target on a piratical segmentation to meet their needs and wants in a market.

·          Positioning-where we communicate the benefits and create value for customers.

The 4P’s

·         Product- what is the good or service we are trying to sell and how does it meet needs and wants of the market.

·         Price-what is the cost of the product or how should it be priced in the market.

·         Place-this is how will they product get to the customer and where they can buy it.

·         Promotion- how will we communicate the product with customers or market to meet their needs and wants and offer value.

After a company knows all of the marketing frame work they can develop ways to communicate and build relationships with the market and customers to meet their need and wants and crate value to sell product to them.   (Iacobucci, 2009)

Now that we have defined marketing and looked at how the marketing frame work is made we can see that marketing is all about the way a company communicates and build relationships with its customers to meet their needs and wants while creating value to sell goods and services. In coming weeks we will look at different companies, marketing ideas and theory as to how to best communicate and reach a target market and build relationships to meet the consumers’ needs and wants.

Reference List

Iacobucci, D., 2009. MM. Boulevard: Cengage Learning .

Kotler, P. et al., 2010. Marketing. 8th ed. NSW: Pearson.