Detailed Analysis of EA's Marketing Mix: A Comprehensive Report

This report analyzes the marketing mix of Electronic Arts (EA), focusing on its strategies for price, place, promotion, and people. The pricing strategy employed by EA is primarily competitive, with prices often set higher than competitors due to the value added to the products. EA utilizes both online and wholesale distribution channels, employing an omni-channel approach for customer accessibility. Promotion is executed through multi-channel media, social media, sales promotions, and personal selling. The customer service division addresses customer concerns, and EA targets hardcore gamers, specifically males aged 18-35 in North America. EA's games are available on various consoles, and the company is shifting towards digital delivery to enhance accessibility.

Running head: MARKETING MIX
MARKETING MIX
Name of the Student
Name of the University
Author note

1MARKETING MIX
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

2MARKETING MIX
and exhibitions conducted every year. EA also utilizes personal selling procedures for its
publicity, and many sales methods are also used for stimulating the account for promotion.
Various communal platforms are also used by EA for advertising its products as these
platforms have inflated monthly usage and are susceptible to a wide gamut of people.
People
Customer service division of EA is accountable for fixing the concerns faced by the
customers related to the products obtained (Escudero, 2018). There are people in EA who are
equated with the suppliers for acquiring the raw materials for the furnishing of the finished
products. A decisive part is played by these people as they help in preserving the quality and
refining the same for the finished goods. Many people of EA are also present on site, thus
improving the customers by giving responses to all their uncertainties and queries in possibly
reduced time.
Target market
The hard core gamers are typically focused by EA, and the company is recognized for
creating sports games that entice these genres of players. The male gamers between the age
group of 18-35 years staying in North America are targeted. Gamers having a ferocious
interest for the sports are highly allured by EA. Besides, the players having very truncated
interest in recreational activities are engaged by EA.
Accessibility
EA is very voguish for developing games like Madden NFL, Titanfall and Battlefield.
The developed games can be played on miscellaneous videogame consoles like Microsoft
Xbox and Sony Playstation. EA has now established own tactics to f a shift towards digital
delivery.

3MARKETING MIX
References
Escudero, V. (2018). Are active labour market policies effective in activating and integrating
low-skilled individuals? An international comparison. IZA Journal of Labor
Policy, 7(1), 4.
Gardner, J., & Lehnert, K. (2016). What's new about new media? How multi-channel
networks work with content creators. Business horizons, 59(3), 293-302.
Kienzler, M., & Kowalkowski, C. (2017). Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research, 78, 101-110.
Palmatier, R. W., Stern, L. W., & El-Ansary, A. I. (2016). Marketing Channel Strategy: An
Omni-channel Approach. Routledge.