Marketing Plan of Moah: Analyzing the Indian Gaming Market

This report provides a detailed marketing plan for the Moah gaming app, focusing on its launch in the Indian market. The executive summary outlines key strategies, including market segmentation, branding, and positioning. The report analyzes the target audience, considering demographic and behavioral factors, and conducts a thorough situation and business analysis using the PESTLE framework. It examines the political, economic, socio-cultural, technological, environmental, and legal environments to assess potential risks and opportunities. The report also delves into branding strategies, including brand promise, personality, and positioning, while also proposing action plans and recommendations for future business success. The core objective is to strategize the effective marketing of the gaming software in India, considering industry analysis and competitive landscape. Furthermore, the report discusses the application's profile, its unique features, and its advantages over competitors in the Indian market. It provides a comprehensive analysis of the gaming app's potential in the Indian market and suggests ways to measure the success of the brand. Finally, the report concludes with recommendations for better success and a summary of the theories applied.

Running head: MARKETING PLAN OF MOAH
MARKETING PLAN OF MOAH
Name of the Student
Name of the University
Author note

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Executive Summary
The following report on the Marketing plan of Moah had been subjected to be effective in terms
of the Segmentation theory, model of branding theory and positioning strategies. The point
discussed in the report is how to strategize the marketing theory of the gaming software in India.
The report is based on the industry analysis of Moah from Sweden. The report discussed the
element of situation analysis, target audience, Probable risk factors in pitching the new brand in a
country. Ways were also mentioned to measure the success of the brand. Based on the
discussion, certain action plans were designed initially for the service. Recommendations were
suggested for better success ahead. Finally a paragraph to conclude the arguments and theories
applied to complete the report.

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Table of Contents
Introduction......................................................................................................................................4
App Profile.......................................................................................................................................4
Target Audience...............................................................................................................................5
Situation and Business Analysis......................................................................................................7
Political Environment..................................................................................................................7
Economical Environment............................................................................................................7
Socio- cultural Environment........................................................................................................8
Technological Environment.........................................................................................................8
Environmental Environment........................................................................................................8
Legal Environment......................................................................................................................8
Brand................................................................................................................................................9
Need or problem Identification..................................................................................................10
Information Search....................................................................................................................10
Evaluation of Alternatives.........................................................................................................11
Purchase.....................................................................................................................................11
Post-purchase decision...............................................................................................................12
Positioning Strategy and Action plan............................................................................................12
Product vagaries and attributes..................................................................................................12
Product price..............................................................................................................................12

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Product quality...........................................................................................................................12
Usage and consumer friendly products......................................................................................13
Competitors................................................................................................................................13
Probable Risks...............................................................................................................................13
Measurement..................................................................................................................................14
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................15

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Introduction
The world today has changed and grew towards the modernity where people have
adopted many new ways of leading lifestyles. The word these days seems to be quite connected
in terms of media, social networking sites and internet sources. Moah the trending gaming
application developed by team of three students from Sweden is entering in the lives of India.
Most of the times one uses mobile it would be either for chatting on social sites or for the gaming
sensations. As per the Market analysis and competitiveness report of Moah in India, it is evident
that gaming attitude among the young generation of India is relatively higher than other countries
(Bloch,2016). This report aims at fetching the full proof marketing plan for the Moah brand to
land up in the Indian market. In this context the report will discuss on few issues and objects to
achieve that comprises the marketing plan. It will also include the theory of segmentation for
deeper understanding of the market availability to launch the application. It will focus on the
Situational analysis of external business environment and marketing plan objectives and
branding activities for the Moah application. It will also cover the positioning strategies of the
application and possible risks areas in order to plan the marketing strategy and propose action
plans and recommendations for future business success.
App Profile
The gaming application Moah has been founded by a group of three students and
developed in Sweden is now becoming viral for its amazing features. This gaming app is very
engaging because it supports team game play option which invites multiple players for gaming in
the area of 50 meters. Apart from this, it has many other engaging varieties of games, like
whispering game (Stead & Hastings, 2018). It has the unique feature of chatting with the players

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after finishing off the game. After each session, certain questions arrive on the mobile screen that
has to be answered by the player for the feedback to the company and later on the contact details
of the players are shown to contact them. This is the best way of an app to play and chat to get
connected with people around easily. It is relatively cheaper than the other applications used for
gaming (Murphy, 2015). It is loaded with features and an attractive look with the affordable
price. Furthermore, this app despite having loaded with features needs a very small space after
installation on smartphone. This application is light is size, having outstanding features and style
to operate in the smartphones. People who likes to spend their leisure with smartphones playing
games, this application is the best suit to them. This application is very popular in Sweden for its
two in one feature that comes with gaming and connecting with people. If a person has opened
this in one’s mobile one has to invite people on their mobile phones and get connected for
gaming. This is a great way to keep oneself busy in an engaging task and at the same time allows
to socialize with people in the surroundings.
Target Audience
Target audience is the cluster of specific audiences being chosen and targeted for the
specific product or service offers. To understand the target audience in marketing theory, an
example would be helpful, if the company of baby food wants to have its market full of parents
of infants then they have to find for such kind of market in terms of geographical location where
there are maximum number of parents with infants stay and they would be that company’s
targeted customers to generate revenue (Pappas, 2016). For fetching the target audience we first
need to segment the market into small chunks of market known as niche markets. The marketing
segmenting theory is something that every marketing organization has to use to identify the
segmented market and target audiences. It elucidates the relationship between the debts

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instruments and the maturity period in the product life cycle. It is the way to create segments in
the available market based on few factors like on the factors if geographical locations, the
demand may rise according to the people’s standard of living in those areas. Another important
factor can be the demographic factors depending on the number of people preferring that
particular product ore thee brand (Fahy & Jobber, 2015). As per the behavioral theory, the
segmentation of the market is also depending. Products which are in demand by the customers in
the market can be segmented into a group. The product that is being preferred by that group must
be the homogenous product in quality and spr4cifications and also in pricing. The market
segmentation theory says that, first to establish a homogenous market having targeted customers.
The factors like economic and demographics will be studied before identifying a segmented
market. Secondly, the theory asks for the proper market mapping and to target those customers in
the market who are not only the buyer but have the authority to purchase and the decision makers
for buying activity (Pappas, 2016). Thirdly, it depends on the customers mainly constituting their
demands and post purchased suggestions and feedback which are always valuable and counted
by the marketers. This is how the theory of segmentation helps in understanding the
segmentation method to search for the targeted customers and increase the revenue. All that the
process of segmentation need is the customers of similar product demands kept together and
studied as a cluster of customer or better to call them as the targeted customers. Now, the
company needs to take care of customers of that niche market of similar homogenous product
demands. The company has to satisfy that chunk first only then there would be more new
customers approaching for the product (Murphy, 2015). The important characteristic of the
targeted audience that would highly effect the decision for purchasing this particular gaming
application is the age factor. Mostly prospective audiences for this app are the young customers

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from India maximum up to the age of 25 which would bring in the change for the decision of
getting this app to the country. As seen before in the analysis, 60% of the population of India
comprises of young generation that would highly affect the growth of this app in the country.
Situation and Business Analysis
The marketing plan of the gaming application Moah requires the analysis of both the
internal and external business environment in order to frame strategies to run its service
successfully in the market. The Indian market before has also seen the level raised in the
professional gaming apps and the young customers of the country are mostly preferring these
games. The example need to mention is about the Pub G game supported by android has a dense
demand in India. The graph even shows the trends of the downloading of gaming apps in both
the ios software and the android software. This leads us to the analysis of the situation of the
Indian market as per the service specification. The external environment consists of the PESTLE
analysis that includes,
Political Environment
The political environment of India supports the recreational and gaming apps for the
customers who take interests in gaming activities. This means the political factors are high to be
supportive in the business of gaming software and thus Moah can have a satisfactory start in the
country. The political environment of India do not ban such gaming application unless it cause
harm to the young generation such as, the Blue Whale gaming app was banned. The Moah comes
with truly amazing features along with the play and chat with people around that is completely
safe service offered by the application.

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Economical Environment
The Economical environment seems to be supporting this gaming app and would not be
the stopping reason for the app to function or hamper its marketing plan. Most of the gaming
apps are available for free in the Google Play Store which is used in India to download such
applications. Even if the application introduces itself as the paid version there would not be any
such problem for its launching or creating demands.
Socio- cultural Environment
The social environment of India is quite positive for these kind of application however
exceptions are available everywhere. Barring a few exceptions who do not take much interest in
downloading of gaming applications must be in the second or third list to be approached by
Moah (Groucutt & Hopkins, 2015). The market research would provide the exact portion of the
target audience that can be profit portion in future and directly position the service. The best way
would be online streaming of the app so that the company can fetch the number of viewers, likes
and comments in terms of their interest and the number of attempts to download the app.
Technological Environment
India for sure have strong technological base and the first to grab anything that is viral on
internet. As per the research India responses frequently on Internet sources and if the app
guarantees safe search then there would be less barriers of this factor.
Environmental Environment
It includes family, friends and acquaintances which needs the research to identify the
locations where it is high and where it is not. The environmental factors can create little
disturbances in terms of using the application but mostly it would be supportive and positive.

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Legal Environment
The legal environment would be reactive once it finds anything that is harmful for the
Indian consumers as the country is very protective about it. The country then may make attempts
of banning the app or if any such addiction issues comes in the process it can apply maxim tariffs
on the service of Moah.
Therefore, before proceeding with the marketing plan the organisation should keep in mind these
factors, measure them and achieve the set objectives of maximum sale of the app and giving the
best possible service offerings with safe and secured gaming (Bloch, 2016). The risk factor in the
country for launching this app is the country is already high in the gaming app business. It invites
these kind of application from various foreign countries and even develop domestic services. So
the start of launching Moah can be surrounded densely with well-established competitors. The
law factors should be taken in consideration in order to keep safe gaming options. The privacy
option in these kind of apps has high significance and a must to include. It should have strong
security options with strong privacy functions enabled. The political reasons intervening the
service harms most of the business (Wheeler, 2017). The company has to make sure that it meets
all the regular political terms and policies to start with the launch.
Brand
The brand Moah is newly discovered application for gaming as well as for chatting in
Sweden and planning to enter to India with a promise of providing ultimate satisfaction of
gaming of various plays within an application. Though the brand is newly discovered but is very
popular in Sweden and have tested and examined that it can compete with many online gaming
applications. It has already started its operations in many of the countries including Sweden and
experienced success all over. Now the target is to achieve the same in India. The gaming app

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Moah comes with several mini gaming applications that moves across the group and works as
the problem solution agent. The outlook and fabrication of this app is very lucrative to grab it by
the customers as it provides the chat features along with the gaming facility. It has good profile
keeping feature of one’s own Avatar (Wheeler, 2017). This is how the personality of the brand
is. By applying the branding theory it has been noted that brands are the imagery representations
of the product that the customers have on their mind and that is why branding has very
importance in the positioning strategy of Moah in the market. The design creates the
identification of the brand, which consists of different kinds of mark-ups, jingles, slogans and
even the colours which differentiates one brand with the other (Stead & Hastings, 2018). Brand
creates the value proposition meaning when the particular intends to offer something positive
and beneficial to the customers and that is known as the value proposition by the brand. Brand
positioning is the space that the brand has created in the market and for the customers. The
stimulation of brand awareness can be through brand promotion activities. This involves a model
which is used for the analysis of creating brand awareness from the very grass root level.
Need or problem Identification
The brand awareness through the identified need is the criteria for stimulating brand. The
need among the customer has to be there for the uplifting of any brand. The first step towards
stimulating the brand among the mass is to create the need or identify the problem prevalent
without the brand in the market (Carraher, 2018). If that particular brand can meet the demand
emerged then that is what drives the brand and eventually people would start grabbing it and
would therefore be aware of it. The brands must identify the demand in the market before
pitching its brand policy.

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Information Search
This consist of all the information there available in the market also termed as the market
research. This includes the demand factors, the graphs of the other companies, competitor
analysis, external forces, internal and external stakeholders etc. The information search also
includes the previous buying patterns of the customers. The retailing chart and the analysis of the
market leaders. These are important for the setting of any new brand in the market. The
background information generally supports with the knowledge how tough or lenient can be the
market condition to survive (Chernev, 2015). The brand always needs the customers’ attention to
grow and that requirement can be met if once the previous demand is known and can be further
forecasted.
Evaluation of Alternatives
There can a number of ways out of which the brand awareness can be created but the
organisation has to choose the most effective way and simple to implement to attract the
customers and create a space in their mind. The alternatives available can be used and tested
before by the competitors in the market and the brand like Moah has to choose the best possible
alternative suiting to its product quality and features and also focusing on the target audience
(Adina, Gabriela & Roxana-Denisa, 2015).
Purchase
This step is the final in the model as after choosing the alternative and implementing it
the customers are supposed to make the purchase decision and that is when the brand has
established in the market and started targeting its customers (Kivenzor, 2015). The purchase
decision is the ultimate for the consumers and they have gone through many brands of the same
product before and also testing the new launched brands. To purchase the brand Moah is an add

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on for the Indian customers as they have already used gaming stuffs like this before and the rate
in India of gaming software application is quite high therefore Moah has higher chances to get
the success by using the brand theory.
Post-purchase decision
After purchasing the service of the brand the customers are now supposed to post the
feedback for the company (Bloch, 2016). The brand that is new in the market, for them, this is
one of the most important step in the brand theory model. As the brand strives to do better than
what it is today is by getting the feedback about the service. The brand that is newly launched
must welcome all sorts of feedback with positive attitude and must focus on the weaknesses
identified about the service by the customers (Murphy, 2015). This would help the brand to be
stronger with time and establish itself by being more affront to the customers. The ultimate aim
of any brand is to be successful in the terms of profit and goodwill along with the market price in
the market.
Positioning Strategy and Action plan
Positioning strategy is a vital part related to marketing of a product. Moah is the new
launch and therefore the brand has to put hard effort to positon the application among the target
audience (Pappas, 2016). The famous positioning strategies are discussed below,
Product vagaries and attributes
These include what the brand offering its customers some quality features and
entertaining benefits that would abide them with the service launched and that would be an
effective strategy to pitch (French & Gordon, 2015). It is the best way of positing the new launch
service in the market.
Product price

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The pricing would be matched with pricing benchmark set in the market that can be
achieve through an effective market research (Murphy, 2015).
Product quality
The marketers should keep in mind that above all the customer demands for the high
quality product in return of money that provides highest point of satisfaction in them.
Usage and consumer friendly products
Customers prefer hassle free products and the specific reason of the use of the service
should be well justified by the brand or the company (Kivenzor, 2015).
Competitors
This strategy is very much in use as every company should content its customers with its
best service quality and must induce this notion that the brand of services they are using is the
best available in the market which means obviously better than what other competitors provide.
The Action plan for Moah that can be implemented primarily are,
 Market research of users and competitors
 Create a website to refer
 Initiate as early as possible
 Segment area as per demand
 Reaching to the effective stakeholders
 Optimizing app regularly
 Start advertising and online branding
 Online app streaming using the SEO
 Creating lucrative web pages and graphics

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Probable Risks
The possible risks that Moah as a brand can face are,
 To underestimate its prevalent competitors
 Gathering inputs only from the developer
 Overlooking the demand creation
 Overlooking the target audiences
 Not reaching out to stakeholders
 Less attention to the negative feed back
 Rapid and abrupt updates
 Make monotonous branding
 Using improper slogans or taglines
 Risks in providing swift service facilities
Measurement
As it is an application so few things are very necessary as the likes and comments of the
customers. Mainly the view of the application and also the number of viewers if increased then it
can be said that the marketing plan pitched is working positively and the application is impacting
the people (Agic, 2016). The customer preference for the service can be easily measurable and
that is through the increase in demand resulting in more production, app launch and may be
service diversification and renovation in the future. These are the ways to know about the self-
success profile.

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Recommendations
The app besides the practical market research can go for the study of BCG matrix, GE
nine cell matrix and SWOT Analysis of the brand for the self-assessment and suggestions would
be to implement digital marketing of the app and no such concrete outlets for cost reduction and
to use no brokers to avoid brokerages. It can also go for the various offers initially with the
installation of its original application to attract customers. These recommendations would help
the brand to fix its position in the market.
Conclusion
The report have now reached to the end and to conclude all the above arguments
presented about the marketing plan, the brand should be confident of its features developed in
Sweden. It should implement all the researches internally and externally to keep it aware of the
challenges that can arrive in the process. As it is new in the country, it should mainly focus on
the branding and promotions to make the brand familiar. Segmentation, targeting and positioning
theory should be applied for the successful marketing of the product. Point of risks should be
considered carefully to avoid any discrepancies and suggestions to be implemented for the
service offering.
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