Gate Cell - Marketing Plan

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MARKETING PLAN

CO-FOUNDERS

1.0Executive Summary

‘Gatecell’ focuses on fusing an educational theme into mobile games. Instead of developing pure fictional games, Gatecell develops games that educates gamers without disrupting the fun element in gaming.

Gatecell transforms the dull and repetitive concept of educational apps into a highly effective and remarkable experience.

The company was founded by two MBA students; Bello Olaniyi and Fashola Babatunde to help people acquire knowledge through gaming.

The vision of Gatecell was conceived in 2013, when a simple educational game developed by the founders to help increase engagement in their study group went viral in the university. The game was a simple game of Visual Q&A which ranked players by the score and speed in answering the questions.

Gatecell's mission is to educate its customers through entertainment. "Education through amusement". Transforming gaming society from a mere entertainment activity to a strong educational tool".

Gatcell's founders have a strong business background and they have put together a wonderful team of young and dynamic professionals. The open and parralel system of management ingrained into company culture has already helped Gatecell win the hearts of the public, Gatcell has already raised enough capital to handle a two years of operation through several crowdfunding websites.

Gatecell has already adopted a consumer first approach in developing its products, and the direct-to-customer approach will help Gatecell gain marketshare, create and maintain customer relationships and achieve excellent financial performance.

2.0Situational Analysis

Gatecell is entering its first year of operation. Beta testing has been very successful and marketing will be key to the development of the brand and product awareness as well as growth of the customer base.

Gatecell offers a distinct line of games and excellent marketing efforts will be key to consumer acceptance and brand recognition.

2.1Market Summary

Gatecell posseses good information and knows a great deal about its customers. This information will be leveraged to better understand who is served, what their specific needs are and how gatecell can better communicate with them.

Target Markets

Apple

  • Tablets users
  • Smartphone users

Android

  • Tablets users
  • Smartphone users

2.1.1Market Demographics

The profile of the potential gatecell customer consists of the following geographic, demograpfic and behaviour factors.

Geographics

Apple App store and Google Playstore are both global markets, they have no set geograpical area.

The total population of active users is 900 million users.

Demographics & Behavioural Factors

  • Equal ratio between male and female users
  • Ages 13 - 34 are heavy users, students or young graduates, dependent on parents for income
  • Ages 35 - 55 are moderate users, salary earners, & high income earners.
  • Ages 55+ are heavy users, retirees, less technologically inclined, willing to learn, open to new products & high purchasing power.

2.1.2Market Needs

  • Good Graphics
  • Captivating Storyline
  • Competitive Games
  • Online Features
  • Free to download
  • Regular Updates
  • Bug Fixes
  • Excellent Support
  • Social Media Capabilities

2.1.3Market Trends

  • Freemium Pricing Model

One of the biggest trends in mobile gaming is the Freemium model; which offers free download with in-app purchase options.

  • The Growing Tablet Market

Our study shows that tablet gamers are more valuable than mobile phone users, they spend more time and money on paid apps than mobile phone users.

  • Mobile Gamers Crave Multiplayer & Social Features

Mobile gamers have developed the habit of interacting with their friends on a continuous basis, even while gaming. Users carve social features in games they want to compete with their friends and share their progress on social platforms

Word of Mouth Is the most eefective Driver for Game Downloads

Word of mouth is the most effective driver for app downloads. Users rely on review from friends, the app store or the social media sites before downloading and they are more likely to stick around if it was recommended by a friend.

Titles Over Brands

Users are becoming more attached to product titles over brand names, this means it is easy for new gaming companies to capture market share. Of course gamers are loyal to product titles, but games have a short life span, therefore Gatecell must focus on marketing its brand to customers.

2.14Market Growth

The mobile gaming market keeps growing at an impressive rate, infact it is expected to double in size by 2016 and reach almost 24 billion dollars. The increase in consumers preference for larger screens has made the tablet market a profitable market for developers. Less technologically incined people are finally beggining to embrace smartphone technologies and this means an increase in the number of potential customers for our games and apps.

2.2SWOT Analysis

This swot analysis highlights out internal strenghts and weakness and the external opportunities amd threats to Gatecell.

2.21Strength

  • Young, creative and dynamic team of workers
  • Diverse workforce
  • Innovative products
  • Pricing
  • Unique company culture

2.2.2Weakness

  • Lack of brand awareness
  • Limited Research & Development budget

2.2.3Opportunities

  • Partnership opportunities
  • Viral Marketing
  • Merchandizing

2.2.4Threats

  • Information Leaks
  • Crisis & Brand Image
  • Copyright Infringement
  • Jailbreaking
  • New Market trends

2.3Competition

The competion in the gaming market is strong but Gatecll is targeting an untapped niche in the mobile gaming market.

Gatecell games are focused on the tapping into the educational-gaming niche which is almost inexistent at the moment.

2.4Product Offerings

Gatecell has three games fully developed and ready for market launch:

  • Autoshop - The gamer manages an auto shop and in the process learns about maintaining cars properly.
  • Hospital Manager - The gamer is the administrator of an hospital and has to ensure the hospital is well stocked up and in the process learns a lot about the medical field.
  • Questition - This is a simple multiplayer Q&A game with friends, the gamers agree on a reading period and after all players must answer questions from the reading passage. The player with the highest score wins the points set by all players.

2.5Keys to Success

  • Developing apps that appeals to the market
  • Effectively leveraging the power of social media
  • Developing a large user base
  • Excellent Customer Retention
  • Excellent Technical Support

2.6Critical Issues

  • Launching its strong line of products
  • Establishing a strong brand
  • Keeping up with new market trends
  • Retaining Customers

3.0Marketing Strategy

Gatecell is adopting a tablet-first strategy in developing its games, we are focusing our marketing efforts on direct to customer channels, we are also carry customers along in every stage of app development, so that by the time the app is ready for launch, the demand is already at a very impressive rate.

3.1Mission

Gatecell's mission is to educate its customers through entertainment. "Education through amusement". Transforming gaming society from a mere entertainment activity to a strong educational tool".

3.2Marketing Objectives

  • To achieve a 70% product awareness among the target audience within the first quarter of operation.
  • To establish a 35% market share within the first year.
  • To achieve a steady increase in market penetration
  • To build a brand customers can proudly associate with

3.3Financial Objectives

  • To break-even within a year of operation.
  • To achieve a sales target of $500,000 by the end of the financial year.
  • To achieve a minimum 30% growth in the research and development budget.

3.4Target Markets

Gatecell's current line of products are available on only Apple IOS and Android operating system.

The apple App store has over 500 million active users and the Google playstore is estimated to have over 400 million active users. These two platforms gives us direct access to over 900 million active users.

Age Demographics of App Usage

Our beta testing shows females found our games more engaging, in the 44-54 age group, females recorded 75% more usage than men in the same age group, among the males the 18-24 & 25-34 age group were the highest both segment exceeding female usage by 10% respectively.

Further demographic testing showed the highest engagement level among single/divorce people; women more especially.

Our beta testing showed acceptable level of engagement in all age groups with the lowest at 25% in men in the 44-54 age group.

Gatecell games would target all age groups and income levels but major marketing efforts would be geared towards single or divorced individuals.

Beta testing also showed competition as the driving force behind engagement.

3.5Positioning

Gatecell will position itself as the mobile gaming company with the best competitive element in mobile games. This positioning will be achieved by developing a very competitive scoring system in all games, each gamer would be ranked alongside his/her social media friends based on their score in respective stages of the game.

3.6Strategies

The single objective is to position Gatecell as the gaming company with the most competitive element in mobile games.

The marketing strategy will first seek to introduce the brand to potential customers through social media platforms, by sponsoring university events, and gamers' conventions.

The second marketing strategy would be to drive organic traffic to our website by ranking for relevant keywords, build a strong Facebook and Twitter follower base.

The third marketing method is to partner with universities to include the Questition app in their study materials for students.

The fourth marketing method is to advertise on fitness blogs, gaming forums and sponsor contests on gaming blogs.

The final marketing method is to sponsor positive review, create an affiliate program and pay for press release about our product launch on reputable media platforms.

3.7Marketing Program

Gatecell's would be adopting the following approaches in its marketing program

  • Pricing: Gatecell will adopt the freemium model in pricing its apps. Gamers can download the game for free but they would be required to pay to access more features in the game.
  • Distribution: The apps would be distributed through the official apple app store and the Google play store.
  • Advertising and Promotion: Most advertising efforts would be carried out through the internet.
  • Customer Service & Support: Gatecell will provide quality technical support for its games and also try and achieve and maintain exceptional levels of customer engagement.

3.8Marketing Research

Gatecell aims to build a strong email list and establish a strong presence across all popular social networks gamers regularly hangout. Gatecell would develop strong relationships with gamers in order to predict and understand new market trends. Gatecell offers its existing users free access to beta versions of any app or game in development.

4.0Financials

This section will offer a financial overview of Gatecell's marketing activities, it includes break-even analysis, sales forecast, expense forecast and highlight how all these link to the marketing strategy.

4.1Break-Even Analysis

Our break-even analysis estimates that $5,980 would be required in monthly revenue to reach the break-even point.

Break-Even Analysis

Break-Even Analysis

Monthly Units Break-Even

Monthly Sales Break-Even

2000

$5980

Assumptions

Average Per-Unit Revenue

Average Per-Unit Variable Cost

$2.99

$0.99

Estimated Monthly Fixed Costs

$4000

4.2Sales Forecast

The freemium pricing model means sale is not made when an app is download but sale is made when a customer makes use of in-app purchases.

Monthly Sales Forecast

Sales

2015

2016

2017

Apple

$310,000

$900,000

$4,000,000

Android

$223,000

$708,000

$2,000,000

Direct Cost of Sales

2015

2016

2017

Apple

$103,333

$300,000

$1,333,333

Android

$89,200

$283,200

$800,000

4.3Expense Forecast

Milestones

Start Date

End Date

Budget

Manager

Department

Marketing Plan Completion

20/05/14

20/06/14

$0

Fashola

Marketing

Website Completition

02/08/14

03/09/14

$0

Bello

IT

Advertising Campaign

02/10/14

03/12/14

$10,000

Fashola

Marketing

Social Media Campaign

02/10/14

03/12/14

$20,000

Fashola

Social Media

Totals

$30,000

4.4 Monthly Expense Budget

Marketing Expense Budget

2015

2016

2017

Website

$20,000

$40,000

$80,000

Advertisements

$50,000

$100,000

$200,000

Total Sales & Marketing Expenses

$265,600

$723,200

$2,133,333

Percent of sales

49.8%

45%

35.6%

5.0Controls

This marketing plan is to serve as a guide for the organization. The following metrics would be used to measure Gatecell's performance

  • Revenue
  • Expenses
  • Email List
  • Number of Downloads
  • Customer Satisfaction
  • App Reviews
  • Bounce Rate
  • Conversion Rate

5.1Implementation

Gatecell has established tight control measures to closely monitor the quality of customer

service satisfaction. This is to enable us to react very quickly in correcting problems we may encounter. as App reviews by users and bounce rate of users of our apps will serve as warning signals. These signals would be monitored for signs of deviation from the plan.

5.2Marketing Organization

Chief Marketing officer Babatunde Fashola is responsible for the marketing activities of Gatecell.

5.3Contingency Planning

Difficulties and Risks

  • Intellectual theft from the already established competitors.
  • Lack of Brand recognition

Worst Case Risks

  • Determining that the business can no longer support itself on an ongoing basis.
  • Having to abandon published titles (Games & Apps)

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