Developing an International Promotion Strategy for VR Games in India

This report outlines an international promotion strategy for Too Cool's virtual reality games in the Indian market. It begins by highlighting the potential of the Indian market, focusing on the growing use of internet and smartphones, and the increasing interest in VR games among the younger, more affluent consumer segments. The report emphasizes the importance of understanding Indian consumer behavior, which is significantly influenced by brand prominence, especially in the luxury goods sector. It recommends a strong focus on brand building through product launch events and awareness conferences. The report acknowledges the challenges, such as linguistic diversity and the need to navigate cultural sensitivities in advertising. It suggests utilizing social media platforms for targeted marketing and advertising to reach the desired consumer base, while also considering the economic disparities within the country. The report highlights the need for long-term investment and strategic adaptation to successfully penetrate the Indian market. References have been provided to support the claims made in the report.

Week 6 Tutorial Question
Australian company Too Cool has developed two new virtual reality games based on
The Hunger Games and X-Men movie franchises and wants to market these offshore.
Select one country and develop an international promotion strategy for the company’s
entry into that country.
India is one of the emerging markets for virtual reality games and exponential growth in the
use of internet and smartphone have led Indian service providers to generate opportunities for
building solutions for Virtual reality initiatives. With accurate targeting and sound
promotional strategies, the virtual reality game developed by TooCool can find a solid
footing in the Indian markets which is opening for virtual games (De Mooij, 2018).
The culture in India evolving and the widespread use of social media platforms have gained
prominence. The Indian marks are a price conscious market especially when everyday
commodities are concerned. However the younger generations and wealthier consumers in
India are willing to spend more. The social media platform serves as an ideal platform to
connect with the relevant consumers to promote the virtual reality games which is a rogue
among upper middle and high income groups.
The Consumer behaviour in India is strongly dominated by brand prominence specifically
those related to luxury goods. It is required that specific strategies are devised which focus
on brand building and creation of awareness. The product launch events and awareness
conferences for announcing the arrival of virtual reality game in India can prove to be fruitful
steps for new entrants (Gupta & Mathad, 2017).
The Indian economy is developing at a rapid pace and this has a great sharp divide in
demographic dynamics. The markets are adapting to the changes rapidly because of the influx
1

of social media platforms which have connected the urban and semi urban areas and a well-
developed advertising industry which is capable of promoting products according to
preferences and liking of the consumer.
The major constraints in marketing and Advertising is that of language and symbolism. It is
better to take into consideration the regulations related to Advertisement for avoiding
incitement of the outrage of the public. Moreover it is to be remembered that since there
exist a huge demographic gap and complexities of the market, the potential for short
term profit is low and requires long haul investments to develop strategies which will be
suitable for Indian markets.
India provides a huge opportunity with the second populous market in the world. The social
media platforms provide a unique opportunity for international promotion strategy for
TooCool entry in the Indian markets along with robust advertising set up to reach the desired
consumers.
2

References
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Gupta, R., & Mathad, K. (2017). A Study of Factors Affecting Consumer Behavioural
Intentions Towards Adoption of Gamification. Indian Journal of Marketing, 47(7), 7-
19.
3