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Company Marketing Assignment Therefore, you need to prepare the following information about your company (or previously chosen by you for PA1) and answer the following questions:
● How would the decision process differ for an emotion-driven purchase compared to a more functional purchase?
● Do you think that the product produced by your company, generally, is associated with nominal, limited, and extended of consumer’s decision making? Why?
● Under what conditions, if any, would these products be associated with a different form of consumer’s decision making?
● What products are generally associated with brand-loyal decision making and which with repeat-purchase decision making? Do you think that the product you are writing about can be associated with brand-loyal decision-making?
● Justify your response.
Provide your explanations and definitions in detail and be precise. Comment on your findings. Provide references for content when necessary. Provide your work in detail and explain in your own words. Support your statements with peer-reviewed in-text citation(s) and reference(s)
Companies previously worked with – Rovio – Angry Birds, Amazon, Jumia
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Angry Birds is a simple and extremely popular video game that has taken the world by storm.
Angry Birds is a mobile app whose franchise is also expanding to video game consoles, board
games, cookbooks, and toys. In the game, the goal is to retrieve the stolen bird eggs from the
enemy pigs and kill the pigs. Players use a slingshot to launch wingless birds through the air to
destroy pigs and various structures that are housing the
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pigs. If the players complete their mission of killing all the pigs within the allotted time and
number of birds, they pass to the next level, where different pigs and structures await to be killed
and destroyed. As players progress through the stages of the game, new types of birds and
features, such as explosives, become available. Numerous free updates, additional content, and
holiday promotions help keep consumers hooked on this game. Company Marketing Assignment
The global market for applications, or “apps,” is already huge and continues to grow at an
exponential rate. In 2010 alone, the global app market accounted for $6.8 billion in sales.
Analysts project that this market will see double-digit growth and be worth $25 billion by 2015.
Currently over 2 million apps are available and North America produces the most revenue in the
app market. However, Asia has the highest number of total app downloads. Of all the apps out
there, Angry Birds may be one of the most popular of all time. Angry Birds is downloaded more
than 1 million times a day and played for more than 200 million minutes a day.
An executive for the company is exuberant about the app, stating, “Angry Birds is going to be
bigger than Mickey Mouse and Mario.” A combination of factors has helped lead to Angry
Birds’ success.
- Angry Birds also received a boost from celebrities giving their endorsement by telling fans that
they are hooked on the game (e.g., Anja Pärson, a Swedish skier).
- The company made Angry Birds very simple to use, increasing its “addictive power.”
- The unpredictability of the game also lures in consumers.
- The company engages in customer relationship management and maintains communication
with its customers through social media.
However, above all, one company executive attributes Angry Birds’ initial success to the Apple
platform, which is where Angry Birds started.
The Angry Birds franchise continues to grow and engage consumers by partnering with other
organizations and developing new innovations. Soon, they hope to allow users to get special
game features as a function of their location. And the company is offering Angry Birds
merchandise like speakers in the shape of the Angry Birds characters for assorted electronic
devices.
In regard to cause-related marketing, the company behind Angry Birds (Rovio) has joined
BirdLife International in the fight to save threatened birds from extinction. Rovio is helping to
raise awareness of bird extinction issues through the in-game that directs players to visit BirdLife
International’s web page to learn more about their programs. Likewise, BirdLife’s web page
hosts a trivia question about bird extinction that produces a secret level of Angry Birds for those
players who visit its site. Company Marketing Assignment
Discussion Questions
- The Angry Birds game is a type of innovation. a. Identify whether it is a continuous,
dynamically continuous, or discontinuous innovation. b. Conduct an innovation analysis of