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Emobi Games is the first Vietnamese company which produces the first Vietnamese PC
game in Vietnam. Established in 2008, Emobi Games is a very young company which is
considered to lack experience and knowledge. However, Emobi Games’ first product which
is 7554 gained a lot of positive responses from not only Vietnamese gamers but also all over
some countries which have highly developed in gaming experience (Hoang Quan 2010). In
this Marketing plan, we will firstly analyse the current company situation and point out thetargeted customers of this company. Moreover, we will identify the company’s market
position as well as its comparative advantages. Subsequently, we will analyse the market
situation at the moment in order to apply correct marketing mix strategy. Furthermore, we
will make an objective plan for one year for three parts: corporation, financials and
marketing. Finally, we will propose some recommendations for all the problems of the
company in order to develop future plan for the company
Situation Analysis
a) Company description
In 10/2008, Emobi Games, established by Mr. Nguyen Tuan Huy, is the first Vietnamese
company which works in the field of producing games in Vietnam, and apparently it has
become the leader of gaming development at that time. At this moment, there are up to 30
staffs who are currently working in Emobi Studio. Emobi Games has developed and
distributed only 2 official games for PC which are 7554 and 2112. After providing the first
offline game based on PC platform (7554), 7554 quickly turned out to be the facial product of
Emobi Studio. From that time, Emobi received much respect and positive attitudes from
players, gamers and also critics working in gaming industry. Besides, Emobi has also
produced extra games on other operation systems (OS) such as iOS (iPhone, iPod, iPad,
etc.). The slogan of the company is “Enjoy challenge” which points out the core aim, mission
and also the development of company which are to take the risk to develop and outbreak the
limitedness of Vietnamese gaming experience. Satisfying the customer is always the primary
goal that Emobi has set up and been making effort to achieve and attain.
b) Product description
7554 is an offline gaming software in the type of first person shooter (FPS) game which
was exclusively developed for PC and Windows Operating System. When participating in
game, players would be asked to perform various interesting quests in particular historical
storyline. 7554 was produced in highly-developed 3D platform.
7554 takes place in the years between 1946-1954, the period which Vietnamese had
brought all the entire force, wealth, spirit and life to keep their fledgling independence. 7554
started with the National Resistance in 1946 and ended with the shock win over the globe
through Dien Bien Phu battle in 1954. 7554 was built to be a fictional story about the
characters but used the fact materials from true history. However, 7554 is not a historical
documentary but rather a pure entertainment product. The historical elements in 7554 are
not distorted or falsified but cannot avoid inevitable errors. In spite of such small details,
these would not affect the historical and cultural issues much.
Besides the entertaining aspects, 7554 also contributes to convey the historical
information, transfer the national pride and revive glorious memories to those who use this
product.
Marketing environment
Micro
a) Company
Emobi Games has only one department that is the combination of Administration,
Accountancy and Human Resources. The other part of company is separated into many
sub-teams such as Design, Graphic or Computer Animated Graphics, Quality control and
Coding.
Strength: The top managers have high reputation and certificates in term of technology and gaming process. They also have previous experience in technology
industry.
Weakness: The number of staff appears to be small and employees might have to
burden many other tasks.
b) Suppliers
Emobi Games is a technology and gaming company; therefore, the main sources of its
products are creativity, effort and innovation. It does not involve many physical or particular resources. Computers are bought and built in their own way. Although Emobi Games uses
foreign technology, we could consider it as a supplier and will be specifically addressed in
the Technology part below.
c) Marketing Intermediaries
7554 can be bought directly at the head-quarter of Emobi Games or through some big
retailers such as Tran Anh Computer, Ha Noi Computer and Dang Khoa IT. However,
customers can choose to buy one of the 2 versions of 7554 in Emobi Games ’ website and
pay the fee via pay gate such as VTC Paygate or Ngan Luong. Furthermore, there are also
many bookstores willing to distribute 7554 all over the country. Customers can choose to
download the products from Emobi Games’ website and receive the keys of 7554 sent by
email or receive the full version of 7554 with box and disc through post mail.
Strength: Variety of intermediaries brings convenience to the customers from
anywhere when purchasing 7554. It also allows customers to download the game,which is a good opportunity for those who cannot come to the Emobi HQ to buy the
game.
Weakness: Computer companies, website and bookstores are not widely-distributed
intermediaries. They cannot cover all the segments that Emobi wants to target.
d) Competitors
At this moment, Vietnamese gaming industry only adapts to foreign games which are
developed and distributed oversea. Most of the games are online and come from Japan or China with low graphic quality and poor contents. Vietnamese companies like VTC or
Vinagame are the only distributors. There are also many gaming companies which have
developed both online and offline games. However, because of the under-developed gaming
industry in Vietnam, they have not penetrate in Vietnamese market
Strength: Emobi might not suffer from domestic competition.
Weakness: Since the domestic industry is new and young; Vietnamese games might
not be considered as high quality as foreign products.
e) Publics
Internal Publics: Emobi Games has an internal slogan which is “Enjoy Challenges”. The
company is ready to take any challenges no matter how hard they are in order to self-
improve in the future. Also, Emobi Games encourages its employees to face all the
challenges without fear of failure to keep moving forward in the gaming industry.
Strength: With the attitude of being willing to take any challenges upcoming, Emobi
Games staff can have the motivation to work efficiently and also can be innovative in
producing new games
Media & Government Publics: Emobi Games and 7554 have very good reputation due
to comments from popular newspaper such as Wall Street Journal, Vietnamnet, and The
Guardian or Tuoi tre. Also, the product was on television as well, in particular, VTV 1 of
National Television. Moreover, they received a cup from Gameloft to recognize 7554 for the
most popular game of the year.
Strength: Create a good image to the publics. This might result in increased sales
It is not quite relevant in this Emobi case because Emobi Games is a technology and
gaming company, it does not involve much in terms of natural issue.
d) Technology
7554 is the digital product that means the technology takes a big part of producing
process. However, due to the development of technology, the 7554’s technology could easily
become obsolete.
Opportunity: The high-end technology gives Emobi Games the chances to produce
the better quality of graphic and effect. Because the materials that were used to
produce 7554 are codes and engine; therefore, it does not involve the fees of storage
and preservation. Moreover, due to the type of materials of digital products, Emobimight not have any problem in delivery such as broken (since the game can be
downloaded through the internet) or late arrival for post mail (since the useful life of
the physical disc is long).
Threat: As the consequence of the fast changing world’s technologies, the codes and
engines of Emobi Games would become obsolete soon and it will be replaced by the
new one with higher effects and more efficient. Furthermore, due to the old
technology, the current codes and engines might not be supported by the new
generation of machines or computers. Therefore, it might be hard for Emobi to
upgrade 7554.
e) Political
Over the last few years, Vietnamese government has some legislations about gaming in
Vietnam. The government has paid more attention to the impact of video game towards
youth and restricted the violent contents of games. However, 7554 already has the support
from government through the TV and other media channels (VTV 1)
Opportunity: 7554 has the support from government through its channels such as
VTV1, VTV3.
Threat: Emobi Games need to be conscious about the violent content of 7554.
f) Cultural
Vietnam is well-known for the historical invasion from many powerful nations such as
China, France and USA. After over 1000 years of Han domination, through divided period,
French protectorate and wars against USA, Vietnam finally achieved its freedom. Because of
such long and difficult journey, Vietnamese people have high national pride. Therefore, a
video game to recall the epic memories seems to be welcomed.
- Emobi staffs are highly-trained withqualified experience and certificated fromwell-known university or academy of technology.
- With not only creative but also activeworking environment and experience theyhave learned from previous gamingcompany, - Emobi is very confident to get anextraordinary achievement in gamingindustry especially in Vietnam.
- Technology: Emobi team has used themost advanced technology in gamingindustry.
- Good public image.- Emobi has good working slogan “enjoy
challenge” which can increase the creativityamong company. This is the essential factorsof developing video games.
- War content can be rich for developer to build interesting characters and stories.
Weakness
- Starting as a small studio, EmobiGames does not have abundant resources.
- High quality product could be a hugechallenge because of a lack of resources
- Emobi needs to consider everydeveloping part carefully if it does not want towaste resources.
- Marketing is considered a weak part of Emobi.
Opportunit ies
- For over a few years, gaming
environment in Vietnam contain many “trash”games from other countries which are webgames with poorly-developed gameplay,content and communities. Therefore, this is achance for a Vietnamese game to take astep toward and impress gamingcommunities.
- Vietnamese have highly national prideespecially about previous wars againsthighly-powerful enemies such as the USA,French and China. Therefore, a productcontains such content and recall the epic
history could be easily welcomed even withhigh-demanding customers.
- The market is very potential with theincreasing number of people who consider gaming as a good method to entertain.
- As the research demonstrates, manypeople are willing to pay for 7554 eventhough they do not actually play through thedemo version.
- Many players are willing to supportEmobi, a domestic gaming company.
Thread
- The mass media’s negative perspective
- Previous published FPS games such asCrossFire or Counter Strike have large andloyal communities and well supported staff.They have occupied large share of gamingmarket in Vietnam.
- Pirating also is a significant issuearising not only in Vietnam but also all over the world.
- People with low income and do notusually use technology device cannot beattracted.
- Other poor quality games in Vietnam
gaming industry could also have impact onEmobi’s game especially in image,reputation and consumers’ perspective
- Foreign games which are highly-developed could become the competitors for Emobi’s games.
Nationality Vietnamese, American, European gamersGeneration Generation Y
Psychographic Social Class Middle/ Upper ClassLife Style Leisure
Personality Dynamic, PassionateBehavioral Occasion Summer holiday of students is highly game
consuming seasonBenefit Entertainment
User status First time usersUsage rate Normal
The most important segment that Emobi consider is based on Age, Gender and Income.
b) Targeting
Segment Size Age Vietnam is a developing country with young population.The target customers’ age is about 18 to 26. Additionally, this range of customers contains a vast of number of people who have interests in game.
Therefore, Vietnam is still a potential market for EmobiGames.
Income Emobi Games targets the group of customers whohave high income which is above 6.000.000 VND per month. Average income of Vietnamese for over fewyears has increased. (5.8% real growth rate)
Benefit sought Regarding videogame, the primary benefit appears tobe entertainment. Nowadays, the pressure of not onlystudy but also working is highly concerned. Therefore,it will be profitable to serve the group of people whoare studying and working in technology industry. Additionally, 7554 also can be an educational productwith historical contents which were integrated inside
Gender Gamers and players who are male take very highproportion in gaming experience. Therefore, aiming toserve male customers will be profitable.
Segmentstructuralattractiveness
At current time, the FPS game’s market wasdominated by VTC, VNG or even foreign companiessuch as Infinity Ward and Treyarch. Therefore, this isvery hard for Emobi Games and 7554 to become themarket leader. However, 7554 have the advantage of competitive price whereas other products are either tooexpensive to buy (Call of duty - Infinity Ward &Treyarch = $59.99) or must pay money to play or getequipment (SQUAD-VTC).
Profile of Target Market
Income: > 6,000,000 VND / month (below C)
Age: 18 – 26 year old female
Benefit: Entertainment
Targeting Strategy
After considering the evaluation of targeting segment, it is recognized that Emobi and
7554 is likely to apply concentrated marketing strategy. Gaming industry is new with most of
Vietnamese people. Therefore, it is the safer strategy to concentrate on the group of peoplewho are already concerned about technology and gaming industry. In fact, Emobi has
focused highly on youth and maintained the quality of its facial product, 7554 to keep high
and positive reputation.
c) Positioning
Comp eti t ive advantage
Product differentiation
This is the first time a FPS game was developed by Vietnamese.The price is low considering the high quality of graphic and content.
Service differentiation
Emobi also provides after sale service such as online fixed patch or DLC
(downloadable content) that are poorly done by other game distributors in Vietnam.
Image differentiation
7554 is the first game ever that has a story telling about the glorious war of
Vietnamese.
People differentiation
Professional staffs in technology and gaming development industry.
This graphic focuses and analyzes further the overall quality of each product. Overall,
the positioning is still the same. However, 7554 seems to have better contents and graphic
comparing with its low price.
Product – Classification: Shopping Product
a) Core value:
Entertainment from gaming experience
b) Actual Product
Feature: High graphic quality and strong content with over 15 hours playing through
entire game.
Design: designing in-game related to the environment and the characteristic of war
period. Every detail is developed based on the true information which is carefully
collected.
Packaging: High quality plastic box with a disc to set up, attached users guides. Withthe limited edition, Gaming box also includes a CD of soundtrack, artwork and behind
the scene of developing 7554.
Quality level: based on some critics in gaming companies, 7554 achieves normal
quality level. (5 to 6/10)
Brand name: 7554 was named as a milestone in Vietnamese history, which was the
victory of Vietnam in 7th May 1954 at Dien Bien Phu.
After Sale Service: provide new downloadable content (DLC) for gamers enhance
gaming experience and prolong the playing time. Emobi also release new patch the
fix some possible errors can occur. Warranty: Emobi Games does not have the expired date for their products. However,
customers can exchange the serial key in case their serials or keys having any
trouble.
Additional Service: hotline in order to solve users’ problems immediately. There also
are user guides that have been attached to the products.
Current brand development strategy
Price
Market and Demand
Oligopolistic competition: there are a few firms in Vietnam which distribute and develop
games. However, currently Emobi is the only company that has developed Vietnamese
game on PC. Furthermore, gaming market is not only effected by domestic firms but also
foreign firms. Conclusion, gaming market now in Vietnam consists 2 kind of competition
which were Oligopolistic (domestic only) and Monopolistic (considering worldwide).
Consumer market
Based on the characteristics of 7554 which are for entertainment purposes and using in
free time only, entertainment products is the main market for Emobi Games to sell their
products.
Price elasticity of demand
Emobi Games is a new company and the only Vietnamese gaming company at this
moment that has developed domestics PC offline games. However, customers have so
many choices within FPS games because they can download cracked version of other
games or choose to play online FPS, so the price of product can affect heavily on the
demand.
a) Current Price:
At this moment, the price of a box-disc of 7554 is 249,000 vnd. The price to have a key
in order to play with the downloaded version is also the same, 249,000 vnd. However, thelimited edition is 400,000 vnd. It is much lower than oversea games which are always
•
New DLC such as "Zombie" • Patch, fixed to current version of 7554 Brand extension
There are three type of Vertical Marketing System; there are corporate vertical marketing
system, contractual vertical marketing system and administered vertical marketing system.
In the case of 7554 is the product of Emobi games which belonged to VTC Company so it
clearly that “corporate vertical marketing system”. 7554 have been made and distributed by
emobi games without cooperate with other company or make a contract with them and only
work under a single ownership which is Emobi game.
Hybrid marketing channel: through telephone (delivery), internet,
Through retailer
Through the main company (for special version)
Hybrid marketing channel or multichannel distribution system exists when a company set
up two or more marketing channel to reach one or more customer segment. At present,many companies use this marketing channel to penetrate the market by reaching both direct
and indirect customer. 7554 adapt this system and use it in order to dominate the market in
Vietnam. Follow the development of the telecommunication, 7554 not only sell to the
customer who go directly to the retailer or shop to buy the product but also sell it to the
customer who unable to go to the shop to buy it through delivery or download from internet.
The company website will give the customer the code in order to let them download the
game directly from internet if the customers purchase the product by credit card or online
purchasing.
Promotion
Emobi has not concentrated much in term of promotion for its product. The reason also
is the lack of resouces. Therefore, Emobi has focus only on
Advertising
• 7554 also appeared on GenK, Gamethu, GameVN or even some popular
newspaper such as Vietnamnet or Tuoitre
Public relations • 7554 had booth in some technology expos such as VCE expo 2011.
• Emobi has website to promote and order online
Promotion
• 7554 has demo version for people who want to try before buying the game
• They also have some gifts for people who come to their booth such as t-
After considering the evaluation of targeting segment, it is recognized that Emobi and
7554 is likely to apply concentrated marketing strategy. Gaming industry is new with most of
Vietnamese people. Therefore, it is the safer strategy to concentrate on the group of people
who already concern about technology and gaming industry. In fact, Emobi have highly
focused on youth and maintained the quality of its facial product, 7554, to keep high and
positive reputation.
Variables Fields Content
Geographic
Demographic Age 18-28Income >= 6.000.000 VND
Nationality Vietnamese, foreignPsychographic Social Class Middle and Upper
Lifestyle Leisure
Personality Passionate, PositiveBehavioral User Status First-time, Ex-time
Loyalty Status Completely or partiallyloyal
Willing to supportBenefit Entertainment
b) Profile of Target Market
Variables Fields Content
Income >= 6,000,000 VND Emobi Games should remain this target
customer because Vietnam is a developingcountry where most of people have low income. Itis also a suitable price floor for any customers whoare willing to purchase Emobi product.
Age 18 - 28 The main reason is the Gen-Y’s utter fluencyand comfort with computer. They are also easilyattracted with new technology product.Furthermore, games can be the most selectiveoption due to its convenience such as multipleplayers and cost less after studying or working.
Overall, Emobi should maintain the facial product and content in 7554.. In addition,training workshop or learning experience from foreign companies is still the appropriate way
to improve the working quality and enhance the innovation.
In term of external issue, Emobi needs to have careful management in order to protect
the positive image among consumers’ perspective. Emobi also should have short-training
program for marketing department in order to improve the service and promote about the
company and its future products
Overall positioning strategy
Current strategy which is “less for the same” is a good strategy to attract new consumers
when gaming industry is still fresh and young. However, after growing and positioning Emobi
as a high-developed gaming company, “more for more” is considerable. Moreover, at that
time, Emobi and 7554 still have to maintain the high benefits according to low price.
SWOT Matrix
Strength Weakness
Op
portun
ities
- Make advertisement of the productwith high quality such as memorable
content, high quality graphic, interestinggameplay made by top developers inVietnam gaming industry
- Maintain the royal relationship withcostumers to increase market share
- Focus on advertising the contentof 7554 which are Vietnam War andrevising epic memories
- Calling for ideas and receiving
more support from games and players
- Calling for support and sponsorsfrom technology or media companies.
- Establish to other area throughmarket supply chains.
- Develop new contents, newstories, new characters
Th
reats
- Advertising on TV, onlinenewspaper and other media methods(Vietnam Wars, first Vietnamese game,entertaining and education…)
- Interview and receiving feedbackfrom costumers through demo versionbefore release.
- Promotion in universities
especially technology (FPT, Openuniversities…) to attract more
- Discount seasonal, especiallysummer in order to expand marketshare
- Advertise Emobi’s product as astandout game and it is different fromcurrent games in Vietnam market
- Build a loyal and strongcommunity through 7554 forum or
- Develop server to check crack andpirating version of 7554
- Meeting with formal war veteransto collect stories, experience andinformation
Marketing Mix Strategies
a) Product
Exi sting Product Improvements
Level of product
Details Product Improvement
Core product EntertainmentActual product Quality level Focus on fixing error on the product
systemsDesign Redesign new cover, package to attract
new customers
Feature Combine all fixed patch and DLC torelease Enhanced Edition to attract peoplewho are new to the game
Augmentedproduct
After sale service Maintain and improve the quality
Receive feedback from customers for future development
New Product
Due to the short life cycle of digital products, the existing products are in decline stage.
Thus, develop new products is necessary and Brand Extension strategy should be apply.
Because 7554 is already in the decline stage in which we can consider the choice of start a
new life cycle for 7554 brand. In this recommendation, we suggest that Emobi Gamesdevelop a new product base on 7554 such as new storyline for the game or change the type
of game. With this change, new 7554 can easily attract their old customer and can bring new
The company should charge the price of new product higher than the current price
because of the enhancement of the gaming quality.
Product mix
pricing
strategies
Product – line pricing Emobi should set variable prices for variables 7554games in different OS such as 7554 for PC or 7554for smartphone (iOS – iPhone, iPod, etc.)
Product – bundlepricing
Emobi can combine 2 games which are 7554 and7554 Remarkable. Therefore, people who do nothave a chance to experience previous version canhave a chance with lower price for both products.
Price-
adjustment
strategies
Discount & Allowancepricing
Loyal customer discount: customers who haveprevious key or version of 7554 could buy new 7554Remarkable with 5% discount.If customers pre-order 7554 Remarkable or 7554iOS, they can have up to 5% discount
Psychological pricing Because of the positive feedback from previous7554, Emobi can confidently set the price higher tomatch the higher quality of its product. It could makea referring perspective that higher price comesalong with even higher quality in customers’ minds.
Promotion discount Special occasion discount: 2/9, 30/4, 1/5, etc.
Primarily focus on people who have interest in technology
and gaming.7554 could be advertised in some technology magazinesuch as PCworld or Tapchicongnghe.Some teen-newspaper and magazine such as Hoahoctroor 2! could be an effective way to target student segments.
Internet Create facebook page for new 7554, update informationand receive feedbacks and ideas from customers. Advertise on online newspaper or online forum such asGenK, Gamethu, GameVN, etc. and build a strong 7554community.
Outdoor
advertisement
Hang in posters and banners in public internet, bookstore
or computer and technology companies.Sales
promotion
Price pack A combination of 7554 and 7554 Remarkable with a priceoff
Premium 7554 Remarkable - Limited Edition could contain asoundtrack CD or poster of new 7554 or a guide book withstory line, guiding through game and artwork.
Advertisingspecialties
When people go to 7554 booth in some technology expo,they can receive poster of 7554 or clothes with 7554 logo.
Sample On 7554 official website, there is a trial version for peoplewho want to play through 30 minutes of gameplay beforedecide to buy it.
Public
relations
Press relations Establish press conferences to introduce new products to
publics and customersPublic affairs There are several staffs that are in charge of maintaining
the 7554 community through some online forums or Offlinemeeting.
Special events There are annual technology expos and Emobi could takeits opportunities to place their booth about 7554.
Direct
marketing
Online marketing Information about new 7554 game or the developingprocess will be updated on the 7554 official webpage.