Marketing objectives and strategies of massive, incorporated - Essay Example

24 October 2006 Marketing Objectives and Strategies of Massive, Incorporated In order to efficiently compete with the other competitors in the industry, Massive's marketing objectives states its three marketing objects as follows: 1. To continuously develop more innovative solutions for customers by expanding technological capability (Massive Network, 2006); 2. To become the market leader by increasing market share by 10% ; and 3.

To aggressively compete with search rivals like Google and Yahoo (Wash, 2006). The marketing strategy currently employed by Massive, Inc. can be fully understood by looking at its marketing mix. Product. Currently, Massive have developed and offers five primary products namely internet advertising, Massive ad server, Massive lightning, test box, and MMOG solutions storm. In terms of internet advertising, the company was able to build partnerships with 700 websites which uses its technology to audit website traffics, users and ad campaigns.

On the other hand, Massive Lightning is a technology which allows developers to "add online multiplayer functionality and build on that functionality to add scalability, security, and persistent data storage for multiplayer online games." The newest addition to the product line of Massive Incorporated is the ad server which directly incorporates advertisements in online-PC based video games. There are four specific products within this line which are generally referred to as standard ad units: sign which is a billboard, poster, or other form of static sign regardless of its location in the game; storefront which includes branded storefront of a fast food, retail store, or other location; packaging which refers to products within the game such as cans, wrappers, bags, etc.

; and logo which is a symbol for a company usually placed on clothing or on the things interacted within the game context. Price. The company charges $30,000 to hundreds of thousand for a sale of its software licenses for the full product suite. Based on the license fee, the company charges 20% annually for software maintenance. The company also generates revenue from charging $25,000.month on its web auditing services. Massive's consultancy services are often priced according to the nature of the client and the consultant.

As we can see, the prices charged by Massive are competitive and in line with the current range in the industry. Promotion. In the industry where Masssive operates in, promotion is often done through word of mouth. Often, business organizations also gain publicity based on the credibility and the prestige of customers. Place. In its quest to promote global citizenship, Massive locates six offices in major continents. The company is headquartered in New York but also has operations in: Santa Monica, California; Ontario, Canada; London; Paris, France; Paddington, Australia; and Kln, Germany.

More than these locations, it can be seen that Massive also tries to conquer the global market by establishing its own website. The advancement in technology enables customers and prospective clients the products and services of Massive. Inquiries can also be sent online. References Massive Network Launches Groundbreaking Interactive In-Video-Game Advertising Unit; Toyota Is Debut Advertiser With Innovative Campaign for New 2007 Yaris Sedan; New ad element drives increased consumer engagement with brands, leveraging video games' inherent interactive nature, 2006, PR Newswire US, July 24, 2006 Wash, Redmond , 2006, Microsoft Acquires Massive, Associated Press Online: May 4, 2006