Mktg 312 - Emotive Case Study

MKTG312 Case Study One

Prep Work:

Analyse the one or two main issues or problems you see in the case.

The first identifiable issue within the case was that Emotiv Systems had begun targeting the gaming market following the Guitar Hero business model. This model had proven to be unsuccessful for them as their product was priced significantly higher, resulting in market leaders like Sony and Microsoft rejecting their proposals. A counter proposal was sent by Sony Europe which entailed releasing a simplified version to lower their market price but was rejected due to it going against their brand positioning. This model also failed as it proposed the EPOC headset to be sold as an add on to the console which relied on a company to produce games made specifically for the use of the product, which would have been significantly more expensive.

Explain how you would remedy the above issues or problems.

Noting the issues above Emotiv Systems need to move in a direction that would achieve long term success. To ensure this happens they will need to rectify their issue by selecting a different industry to market to, where they can meet a demand and maintain their product’s high-end positioning. By focussing entirely on these non-gaming markets with a high demand, they can begin to increase their brand equity and develop funds which can be used to create their own games. In doing so, investors such as Sony and Microsoft would be more inclined to secure a deal with them as there wouldn’t have to develop games themselves.

Entering the gaming market after building their brand and developing their own games will ensure that Emotiv Systems can remain positioned as a high-end product and will allow them to sell their products at a high retail price.

Post Work:

From the discussion, what did you learn about the case or marketing in general? Tie in your initial position and use examples from the discussion to illustrate your learning.

The case depicted three main market segments of ‘hard-core, intermediate and casual’ gamers. Students conveyed Emotiv Systems should target casual gamers due to the limited capabilities of the technology. These limited