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Marketing Strategy Location: Rovio should first choose the proper location for the store. At that point, the company should begin looking for a franchisee to purchase it. AB Entertation Stores will be located in Malls within Cities that meet the following criteria:

Cities Criteria: Market cities were chosen in China based on their Size, Growth Rate, and Per capita Income. The top 20 cities are listed as follows: Year 1: Shanghai, Beijing Year 2: Tianjin, Nanjing, Ningbo, Suzhou Year 3: Shenzhen, Guanzhou, Wuhan, Chongqing, Hangzhou, Xiamen, Jinan, Fuzhou, Qingdao, Changsha, Dalian, Chengdu, Shenyan, Xi’an, Wuxi

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In Mall Location Criteria: - 10 Malls with the highest traffic in large cities; 5 Malls with the highest traffic in small cities - Not near competition

- Near a large traffic generator within the mall (i.e. food court, cinema, etc.) - On the ground floor or on the same floor as a traffic generator (baring price in mind) - Other considerations: - Ease of delivery of merchandise - Ease of finding - Metro and parking access

Store Launch Marketing (Suggested): When launching a new store, Rovio will support the franchisee with a “Guerilla” marketing campaign. This will consist of a twoweek program including social media/ media marketing and word of mouth campaign. The word of mouth campaign will be launched by offering free gaming in the shops, as well as, costumed promoters in and around the mall distributing flyers and performing shows to draw attention to new store. After the first

two weeks, three “Guerilla” Weekends will again remind consumers of the new store by running an abbreviated version of the original campaign. The approximate cost of this Promotion campaign is 20,600 RMB to Rovio.

Sustained Marketing Plans (Suggested): Chinese consumers are particularly price sensitive. Discount prices and “buy one get one free”

sales are particularly well received. There are other promotions that can be done within the store some examples are listed below: - Adding store locator to AB apps - Free “Y” RMB play certificates with the purchase of juice - Free Juice certificates with the purchase of “X” RMB of play credit - Receive discount voucher when customer picks up on online purchase at an AB store - Frequent player discounts

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Portfolio '14  

Extracts of my projects in various design fields

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