Pokemon Go Marketing Plan Project

Summary

In July 2016, the Pokémon Company and Niantic disrupted the mobile gaming industry with the release of the Pokémon Go mobile game. Within two weeks of the release, 45 million active users were aboard and playing the game, surpassing usage of any other mobile game. However, with the initial phase of excitement coming to an end, there was a drop of 15 million users, a third of its customer base. Following that, Pokémon Go broke its

However, with the initial phase of excitement coming to an end, there was a drop of 15 million users, a third of its customer base. Following that, Pokémon Go broke its 74-day streak as the number one grossing app in the iPhone App Store, being replaced by “Clash Royale.” Our overall intent was to understand what does and doesn’t appeal to users about Pokémon Go and what can do better to retain users. We used an online survey to gather demographic, consumption and preferential data. Our survey had 35 respondents out of which 33 play/have played Pokémon Go. We disregarded 2 respondents that have never played the game. The goal

Our survey had 35 respondents out of which 33 play/have played Pokémon Go. We disregarded 2 respondents that have never played the game. The goal for our strategy is to increase our user base to 70 million active users and based on our research, we have identified the following areas for improvement and accompanying strategies. First, after exhausting the existing features, users have stopped playing the game because they feel there is nothing left to accomplish.

First, after exhausting the existing features, users have stopped playing the game because they feel there is nothing left to accomplish. More challenging gameplay is needed to re-engage this user base. Second, users most value the social aspect of the game. Pokémon Go could exploit social features since they are inherently

Second, users most value the social aspect of the game. Pokémon Go could exploit social features since they are inherently self-promoting. Last, users are craving more reality within the virtual world. One mutually beneficial strategy for Pokémon Go and its users is to introduce ads or product placement based on businesses or locations that users would come across while catching Pokémon. Overall, the suggested marketing mix focuses heavily on Product and Promotion strategies that will benefit the

Last, users are craving more reality within the virtual world. One mutually beneficial strategy for Pokémon Go and its users is to introduce ads or product placement based on businesses or locations that users would come across while catching Pokémon. Overall, the suggested marketing mix focuses heavily on Product and Promotion strategies that will benefit the the game based on our market research and user insights.

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Part of Johns Hopkins Carey Business School MBA Program (Marketing Management Course) as a group project

 

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