Hasbro Games – Pox (A) The case solution
·Online Marketing Trend
Another disadvantage of traditional marketing is that people nowadays are more involved in social media platforms such as Facebook, Instagram, and Twitter and these media are better to use because of less cost.
·No Possibility of Customization
In traditional marketing company can’t customize and only one ad can be advertised for the whole target market. Traditional mediums provide less information as everything can be disclosed in an ad such as pricing and other offers.
Non-Traditional Launch Strategy:
The advantages of non-traditional launch strategy i.e. creation of a fictional story related to POX, in a town near by Los Angeles, are provided as below
·Creative & Grabs Customer Attention
Non-traditional Marketing is creative and it helps create customers' interest and grab attention from them. People want engagement from the company and this medium helps in directly engaging with the customer.
·Possibility to Update & Customize
The Hasbro Company can easily change or update its method of presenting or any material. (schools, 2020). The method is suitable whereby the company needs to meet the requirements of different customer segments, according to their tastes and preferences. Hasbro Company would be able to customize its launch strategy, according to the tastes and preferences of its targeted customer segment of teenagers.
·Low Cost
The cost of launching POX through a fictional story created at a town near Los Angeles, would be low as the Company can ask the government to provide the area for launch purposes. The company would only have to bear the costs of creating fictional story in order to generate the customer expectations and demand towards POX. It is less expensive, as it will cost the company $1 million as compared to $1.4 million cost of traditional; marketing.
The disadvantages of non-traditional launch proposal are describe as follows
·Difficult to Measure Results
The disadvantage of non-traditional marketing is that company can’t measure the results of this campaign and people might get confused with the campaign due to poor execution.
·Confusion & Negative Brand Image
The second option is about the awareness to potential customers and this would detach the product from the company as the company already has a brand image. The poor execution of the fictional story in the town might create a confusion among the customers, ultimately leading to negative-brand image for POX.
Best Launch Proposal for POX
The better proposal from both is the first one which is about utilizing traditional mediums. Promoting the product on television is a better option because the company has an image and leveraging the product with the brand name would be effective. The target market for the game is teenagers and they will be attracted through advertisements and the teenagers who have restrictions on games will also get attracted. The main objective of the promotion is to create hype in the market that POX is available and teenagers can buy this. There are
Many other advantages of this campaign are it helps in reaching the local audience and the advertisements can help explain through a video explaining game. Older people also watch TV and they can see advertisements and will understand it easily. People also accept the fliers which they can see later on. In the non-traditional method, people might not wait to listen to what the company is trying to say. Traditional marketing has the chance of being more successful as it caters to large audiences and demographics. So, a traditional medium is a better option for this game.
Recommendations
The other way that a company can use to promote the game is through campaigns at places for teenagers such as universities and colleges. The students get attracted to these products easily and the company can also give demos to the students there so, that they can get the idea of what the product is. This promotional campaign will help the company cater to a large population and through advertisements, students might not get that attracted than through this. The company can also do mall activations. Hasbro can also collaborate with several brands such as McDonald's and KFC by activating the game at their outlets. In-App promotions are also an option so that people playing the games can see them pop up an ad there. Along with traditional mediums,the company can use online platforms such as Facebook and Instagram. These mediums will help the company in promotions as these are the most used mediums nowadays.
Conclusion
Hasbro is an established toy and games industry with the most used products. The company is launching a game and the target market is teenagers because games are mostly played by teens. The company is looking for an excellent promotional medium for POX and has two options to choose from. After considering both the option the traditional medium of marketing is better for the company as it has already an image in the market and advertisements will help associate the product with the company. Advertisement will help the company explain the game with a procedure and people will automatically see it while watching TV.The second option is also good in some ways but the flaw in that is that people don’t have time to listen to the promotion face to face and explaining a game is a big procedure that needs attention and time..................
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