EA is based on competitive pricing strategy

Running head: MARKETING MIX
MARKETING MIX
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MARKETING MIX1
Marketing mix of EA (Electronic Arts)
Price
The pricing strategy used by EA is based on competitive pricing strategy due to the
enormous rivalry in the market (Kienzler & Kowalkowski, 2017). A higher price is kept by
EA than its contenders as more attributes are furnished to the customers. The cost of the final
products is fixed by the organization. Therefore, the intermediaries can buy the products at an
analogously lower price and can obtain a surplus edge. EA charges higher outlay for selling
the same product online because of the encompassing of the delivery costs with the product’s
price. There is a discretionary pricing approach for distinct products where auxiliary
remittance has to be done for buying the detached accessories.
Place
There is two marketing mechanism by way of which EA sells its products. First
through its online website where emptor can right away procure the products and the second
vehicle is through the wholesalers trading it again to heterogeneous retailers. The marketing
strategy arrogated by EA is concentrated, and customers can easily employ the products. An
Omni-channel dispensation methodology is followed by EA where there is a unification of
online and offline stores for the trouble-free accessibility for the customers (Palmatier, Stern
& El-Ansary, 2016).
Promotion
Multi-channel media is used by EA for the promotion of its product. This strategy
helps in reaching out to a large number of people at the same time (Gardner & Lehnert,
2016). Besides, social media for advertising of the products has been beneficial for the
company. EA also undergoes many sales promotion proficiency that comprises of trade fairs