Marketing Plan for Fidget Cube: Executive Summary and Strategies

This report presents a marketing plan for the Fidget Cube, a handheld device created by Antsy Labs. It begins with an executive summary and proceeds to conduct a situational analysis, examining the political, economic, social, and technological factors influencing the product. The report identifies problems such as lack of creativity and corporate eagerness within the gaming industry, and it defines marketing objectives including engaging on social media and focusing on website presence. It also defines the target market (kids and young adults) and outlines marketing mix strategies for product, price, place, and promotion. The report concludes by summarizing the essential elements of the marketing plan, aiming to expand the product and cater to the needs of the target market. It also includes SWOT analysis to determine the strength, weaknesses, opportunities and threats of the product.

RUNNING HEAD: Marketing Plan
1
Marketing Plan for Fidget Cube

Marketing Plan 2
Executive Summary
The device has sensory apparatuses on all sides. This report creating a marketing plan for
product Fidget cube. Fidget cube is an extremely mysterious device and a principal of human
innovation. The Fidget cube is a little handheld gadget created by Antsy Labs. This report
describes the situational analysis which consists micro and macro environmental analysis of the
product, identification of problems from the situational analysis, create marketing objectives,
define the customer and target market for the product, and marketing mix strategies. The report
also formulates the fundamental marketing techniques that can be implemented to address
marketing issues in the company.

Marketing Plan 3
Table of Contents
Introduction......................................................................................................................................4
Situational Analysis of business......................................................................................................4
Political........................................................................................................................................4
Economic.....................................................................................................................................4
Social............................................................................................................................................5
Technological...............................................................................................................................5
Identification of problems................................................................................................................6
Lack of Creativity........................................................................................................................6
Gap between Indie and Big Business...........................................................................................6
Corporate Eagerness....................................................................................................................7
Absence of originality..................................................................................................................7
Marketing Objectives.......................................................................................................................7
Engaged on social websites..........................................................................................................7
Involve the customers..................................................................................................................8
Focus on websites........................................................................................................................8
Good design sense........................................................................................................................8
Define customer and Target Market................................................................................................8
Marketing mix Tactics...................................................................................................................10
Product.......................................................................................................................................10
Price...........................................................................................................................................10
Place...........................................................................................................................................10
Promotion...................................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Marketing Plan 4
Introduction
This report explains all the essential elements which are required in creating a marketing plan for
a product such as a PESTLE analysis, issues from the situational analysis of the product,
marketing goals, customer segmentation, target market, marketing mix strategy. The study
creates a marketing plan for Fidget cub device that helps the business to expand products and
services and cater the needs of the target market. The report analyzes the key components of the
marketing mix that contribute to an organization's marketing strategy. The main objective of
creating a marketing plan for Fidget cube device is to reach the target customers, enhance the
customer base, and eventually, enlarge the bottom line.
Situational Analysis of business
According to Hollensen (2015), considering Fidget cube idea provided by two brothers Matthew
and Marc McLachlan founded Antsy Labs Company in the market. It is a toy like a top but spin
in the hand as opposed to on a surface. The customer holds a pad at the center and flicks one of
three rounded blades. These devices are used as a toy for kids and also intended to diverse
senses. The situational analysis of Fidget cube consists micro and macro-environmental analysis
of the product in the market. In order for reaching new heights to effectively market, a business
must recognize the outer variables that assume a significant part in what a new company faces as
it enters into the electronics and video game business. The macro-environmental factors that
have an impact on the business are as follows (Westwood, 2016):
Political: Factors, for example, taxation policies, foreign exchanges control, and social welfare
arrangements impact the video game industry. Fidget cube device tends to play with the feelings
of individuals which thus can threaten peace and law, a nation starts multinational. Therefore, the
government has the authority to control the substance of the games outlines.
Economic: Places such as US and Japan are to a great extent ruled by the computer game
business which contributing towards the GDP of their countries. Interest rates have very little
effect on the fidget cube business as they manufacture their own particular units. The disposable
income of the customers in the video game industry affects their purchasing cost.

Marketing Plan 5
Social: The social factors that impact the fidget cube game industry are population
demographics, income allocation, the way of life changes, social mobility, attributes to work,
consumerism and consumer behavior. Also, recreations have an impact on the way of life of
individuals bring aggression in kids and so on which affect the business (McDonald and Wilson,
2016).
Technological: The part of innovation is fundamental to this industry as it concentrates on
technological endeavors for competitive benefits. Each new improvement uses new technology.
Though there are confined developments in the gaming business, the speed of technological
exchange is high. Fidget cube has sensory tools on all sides such as a rocker switch, gears, a
moving ball, a little joystick and five push buttons. The cube is planned to give a simple
approach to possess one's hands and other senses, especially for concentration. Technological up
gradation expanded equipment cost and demoralized innovation.
In addition to PEST analysis, a SWOT analysis has been made to perceive both inner strength
and weakness along with the possible threats and opportunities exhibited in entering the gaming
market (Helms and Nixon, 2010).
Strength:
Famous device which is synonymous with
gaming and entertainment
Strong performance of rocker switch and five
push buttons
The faces of the fidget cube carry one or two
features intended to stimulate different senses
Weakness:
Only gaming instruments may affect
development.
Constrained availability in the market

Marketing Plan 6
Opportunities:
Use powerful innovative work capacities
Benefit from accomplishment of Pokemon GO
Online switch service anticipated that would
get critical subscribers.
Threat:
Intense rivalry from players like Sony and
Microsoft
Increase in accessibility of counterfeit gaming
items in developing market
Identification of problems
According to Ainsworth et al. (2015), gaming has frequently been looked with turbulent
circumstances all through its distinguished history. Each generation achieved about its own
particular issues that would threaten the gaming business. Today’s modern gaming has an entire
host of issues that somehow need to be resolving in order to achieve the progress and to reach the
fiercely effective part of the vicious cycle. There are some issues which can be identified from
the situational analysis are explained as follows:
Lack of Creativity: The most inventive form of entertainment is the presence of the business.
Mostly organization chose what they will manufacture is depend on the requirements of its
customers. This is because organizations have seen the most achievement when they build
franchises. In the present scenario, the gaming industry has found that it is difficult to be creative
and gainful at the same time. And, when they can practically ensure that satisfied customers will
purchase spin-offs, they see no benefit in creating a unique gameplay. Thus, the company should
be able to make creative and innovative features in Fidget cube which attract the customers to
purchase the product and increase the profitability growth of the company (Dobosz et al., 2014).
The gap between Indie and Big Business: According to Paraskeva et al. (2010), the
other issue identified from the situation analysis is the difference between Indie and large
business. Indie companies have been capable to compete with a large business to a certain level.
It is basically the large business who identifies what gamers have access to. Indie companies do
not have the similar benefits as large business producers. Their resources are lesser, their plan

Marketing Plan 7
group is smaller and their customers are also smaller. They manage achievements basically to a
certain extent because they have established loyal customer's bases around unique, inventive
gameplay.
Corporate Eagerness: According to Lee et al. (2015), the entry runs as one with the micro-
transaction and monetization entrance on this list as well as broken and inadequate games.
Gaming is a multi-billion dollar industry and the noticeable organizations engaged have turned
out to be fiercely gainful. Therefore, like with all entertainments mediums accessible in the
world, it is being misused. The overwhelming buildup that organizations make is also harming to
gaming business. The most serious case of corporate eagerness originates from pre-order culture.
Pre-orders are prioritized to a frightening degree. Develop is the greatest offender of this when it
initially uncovered its pre-order motivating forces previously there was even an adequate
screenshot of the game available. Pre-orders are exploitative and just serve to create more
income and with purchaser trust down as a result of the defect, broken games and it is also a
high-value risk involved.
The absence of originality: There have always been a few levels of stagnation introduce in
the gaming industry. It seems that innovation, for the most part, originates from enthusiastic
game designers, such as BioWare and Monolith or the indie groups. Indies have been pushing
the bar and making encounters that are genuinely uncommon. Big developers put their diversions
through a large number of channels and bundles a very calculated experience since they are
forced by distributors to produce as much revenue as possible (Osterwalder and Pigneur, 2010).
Marketing Objectives
According to Keller and Thackeray (2011), the main marketing objective of introducing fidget
cube device in the market is explained as follows:
Engaged on social websites: Today's, the most important thing for any business is to have
the online networking presence. For example, facebook, twitter, blog website, YouTube channel
and much more are the platforms which can be used by the business as a tool to communicate
their ideas and thoughts to the customers. This online networking effort began with Antsy Lab
playing a game with its followers through photos in the weeks prior to the release of the Fidget

Marketing Plan 8
Cube. Antsy Labs used the secret of online networking websites to introduce their campaign to
achieve the magnitude of accomplishment that it performs. The organization was receptive to
what individuals were saying in regards to the Fidget Cube and would typically thank the
individual for posting about how well the venture was doing. From past Kickstarter ventures,
there is numerous sponsor on the site, yet with the Fidget Cube, more than seventy thousand
individuals progressed toward becoming benefactors (Marchand and Hennig-Thurau, 2013).
Involve the customers: Individual enjoys the quality substance based on the promoting tools
used by the company about their Fidget cube device. This factor involved the customers towards
the product. The unique features of the fidget cube consist a rocker switch gears, a rolling ball,
spinning disc and stimulate different senses. Companies should post the content on the social
media such as Facebook, Twitter, Instagram and so on so that more buzz will be produced by
individuals over the online networking platforms in suspicion of the content.
Focus on websites: According to Lin (2012), this marketing objective is extremely
fundamental in connecting the greater part of social networking outlets together on one, promptly
accessible space. The organizations must make their own website in promoting Fidget cube
devices in a wide manner. The business can create game websites in order to get the contacts and
press information easily available. The organization must ensure that all the information about
the device should be available so that customers can easily identify the device according to their
requirements.
Good design sense: The Company should make innovative and creative devices in order to
attract the customers towards their product. Fidget cube is a small device which has unique
features includes buttons, balls, discs, cogs, joystick, switches and is intended to stimulate
different senses. The company can also use color scheme between all platforms and keep the
layouts fairly consistent. Using a corresponding mix that is appealing to the eye truly radiates a
concentration and focus in a long way to building the product presence (Wedel and Kamakura,
2012).

Marketing Plan 9
Define customer and Target Market
According to Zhu and Iansiti (2012), customer refers to a party that perceives or consumes
products or services and has the capability to decide between the distinguished products and
providers. A customer plays a significant role in any business achievements. One the primary
objective of any marketing strategy must be determined and cater the requirements of the
customer. Specifically, kids ( aged between 5-10 years) and youngsters ( aged between 18-25)
are the target market for the Fidget cube device is attempting to capture through this marketing
strategy. On the other side, target marketing includes breaking a market into sections and then
focuses on marketing endeavors on one or a few key segments comprising of the customers
whose requirements and wants most intently match the product or service offerings. In the
marketing plan for fidget cube, the manager must plan and make ideas for device keeping in
mind the target customer and there is a lot of research accessible which enables the customer to
decide which device is performing well with which target customer. For fidget cube, the
company can segment this device into five major ways which are as follows:
Segmentation by material: Company can segment fidget cube device by a material such as metal,
plastic, and wood. Every consumer has different preference and requirements in the gaming
devices. Some customers want the metallic body, some want the plastic body, thus by keeping in
mind the consumer preference, the company can segment this device by material segmentation
(Liu, 2010).
Segmentation by arms: The other segmentation for the fidget cube device is based on the arms
segmentation such as one arm, two arms, three arms, four arm and other. This segmentation
helps the business to determine the actual requirements of the customer in the device and offer
product according to their demand.
Segmentation by bearing type: According to Williams (2011), the bearing segmentation includes
ceramic, metal or hybrid type devices can be provided by the business to their customers.
Segmentation by distribution channel: Company can segment distribution channel both offline
and online to the customers. Customers can buy the device both by an offline channel that is
through shops, retail stores and by an online channel that is purchasing the device by through
online shopping websites such as Amazon, eBay and much more.

Marketing Plan 10
Segmentation by geography: Company can segment the fidget cube on the basis geographical
location such as Australia, New Zealand, US.
Marketing mix Tactics
According to Huang and Sarigöllü (2014), the marketing mix below entails further detail on the
fidget cube that will be aimed at the consumer is as follows:
Product: Fidget cube is a handheld tool designed by Antsy Lab. The device has sensory tools
on all the sides. The cube is intended to give a simple approach to possess one’s hand and
different senses, especially for self-grooming. The characteristics of the fidget cube carry one or
two features intended to stimulate different senses. The device consists various characteristics
such as buttons, switches, discs, balls, joysticks, and dents.
Price: As fidget cube is segmented between the age between 5-10 years people and 18-25 years
for young people, therefore price should be cost effective and affordable so that customer can
buy it. The company sells their product by keeping in mind the target market and offer
reasonable price of fidget cube to their customers.
Place: According to McDonald and Wilson (2016), the distribution channel is both online and
offline modes, so the customer can buy the product from the different websites which offer fidget
cube device in all over the world. The customer can access the place by checking the online
websites which offer fidget cube device.
Promotion: The Company can use various promotional methods in order to create the
awareness towards their fidget cube device among the customers are explained as follows:
Advertising: Advertisement takes up a significant part of an organization's budget assigned
toward marketing and promotion. The company can advertise their products through television,
newspapers, and magazines to increase the awareness among the customers and also for the
growth of the product.

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Public relations: Maintaining image with the people is an imperative long-term strategy for both
small and large companies. An assortment of advertising strategies is used to connect with
customers through unpaid for media messages (Luan and Sudhir, 2010).
Social media: Company can use various social media platforms such as Facebook, Instagram,
and Twitter to promote the product in the market. The Fidget cube was introduced on Kickstarter
which spread the message about the product as well as prompted it to potential investors through
social media platforms.
Conclusion
From the above report, it has been concluded that marketing plan plays an important role in
business as it helps to reach the potential customers that help the business to ensure that
individuals know about the product or service. This report explains the marketing plan for Fidget
cube device in order to promote the product among the customers. The study describes the
situational analysis of the product, identification of problems, marketing objectives, market
segmentation and marketing mix strategies for Fidget cube. The marketing plan for Fidget cube
enables the business to serves as a guide for an organization to follow in promoting its products
and services.

Marketing Plan 12
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