Marketing strategy for a Transformers movie tie-in video game

Marketing

Product Description

The product to be marketed is a video game based on the upcoming Transformers feature film. The game will be rated for all audiences but will contain some non-graphic violence. Its style wile be similar to most movie-based video games in that it will roughly follow the plot line of the movie, with the player being able to play the role of one of main characters with the challenge of overcoming various enemies. The game is scheduled to be released for all major game systems. It will also be released as part of the pre-movie release promotions, roughly two months prior to the film hitting theaters.

Environmental Analysis

This product will be effected by environmental factors. Most notably will be the film in which it is based on. Prior to the films release, the video game's success will be dependent on the films pre-release marketing strategy. Although the video game can be marketed independently, it is really dependent on the promotion of the film in general. If the film is not widely promoted, then few consumers will be interested in the video game. This becomes even more true as Transformers is based on a character set popular several decades ago. The release of the film is expected to create a new, nostalgia-based hype for this character set. The success of the video game is dependent on the success of the film's hype.

Further, the video game is also dependent on the film's overall box office success. If the film is not popular at the box office, then all related marketing products, including the video game, will most likely not succeed. These environmental factors are factors that cannot be controlled by the product makers. The best that can be done is to heavily promote the video game in order to build hype for the upcoming movie release, which will thus create more demand for the video game.

Marketing Mix

As previously stated, the product will be a video game based on the movie Transformers. Further, it will be made available for all the major game systems in order to broaden the market. The price will be competitive with other new release video games for that particular gaming system. Further, a promotional coupon for a discount off of the movie tickets could be made available with a purchase of the video game. The distribution will occur both through retail stores and in conjunction with the movies release. The marketing communications will be heavily tied into the marketing communications for the movie.