Emotiv Case Study
If Emotiv manages to convince one of the console makers in time for a fall 2008 debut, what marketing strategy (in terms of price, channel, consumer promotions, etc.) would best facilitate rapid adoption? What kind of demand could materialize for the EPOC if it is console enabled? How about if EPOC is only PC enabled?
ANS:
Marketing Strategy
The marketing strategy Emotiv should use for convincing one of the console makers such as Sony or Microsoft to debut it’s product, the EPOC, Emotiv should set their marketing strategy into four different part, which is product, pricing, place and promotion.
Firstly, the product, EPOC itself is a innovative invention in gaming industry and it’s USP (unique selling point) is that “it’s the only game accessary which was capable of receiving mind commands”. From the article we read, Emotiv might produce the product by itself. In my opinion, Emotiv should do so because it can not only protect their identical technology and skill of producing EPOC, but also save the commission or royalties paid to OEM. Also, EPOC could be sold by a packaged, bundled with a EPOC game, such as the easy game Emotiv considered to add to it’s EPOC package to let the consumer be familiar with EPOC gaming experience, or an elaborate game designed by professional third-party game developer. This can benefit both Emotiv and game developer because consumer won’t be hesitated when they faced so many games but don’t know which is best choice for experience Emotiv. The first impression is very important, so Emotiv must choose the best game to show what EPOC can do in gaming experience.
Secondly, Emotive should set a price that can be accepted by consumer but not too low to loss it’s profitability. $199 is a good choice for EPOC because its’ not too low to loss it’s USP and not as high as a console itself. If the retail price is too low, EPOC might be seen as another regular gaming accessary. If the price is too high, such as $299, it will be difficult
ANS:
Marketing Strategy
The marketing strategy Emotiv should use for convincing one of the console makers such as Sony or Microsoft to debut it’s product, the EPOC, Emotiv should set their marketing strategy into four different part, which is product, pricing, place and promotion.
Firstly, the product, EPOC itself is a innovative invention in gaming industry and it’s USP (unique selling point) is that “it’s the only game accessary which was capable of receiving mind commands”. From the article we read, Emotiv might produce the product by itself. In my opinion, Emotiv should do so because it can not only protect their identical technology and skill of producing EPOC, but also save the commission or royalties paid to OEM. Also, EPOC could be sold by a packaged, bundled with a EPOC game, such as the easy game Emotiv considered to add to it’s EPOC package to let the consumer be familiar with EPOC gaming experience, or an elaborate game designed by professional third-party game developer. This can benefit both Emotiv and game developer because consumer won’t be hesitated when they faced so many games but don’t know which is best choice for experience Emotiv. The first impression is very important, so Emotiv must choose the best game to show what EPOC can do in gaming experience.
Secondly, Emotive should set a price that can be accepted by consumer but not too low to loss it’s profitability. $199 is a good choice for EPOC because its’ not too low to loss it’s USP and not as high as a console itself. If the retail price is too low, EPOC might be seen as another regular gaming accessary. If the price is too high, such as $299, it will be difficult