Question 1: Read The Rich Angry Birds Case Study Beginnings

Question 1read Therich Angry Birdscase Study Beginning On Page 262 A

Question 1: Read the Rich, Angry Birds case study beginning on page 262 and answer discussion questions 1 through 6. Angry Birds is a simple and extremely popular video game that has taken the world by storm. Angry Birds is a mobile app whose franchise is also expanding to video game consoles, board games, cookbooks, and toys. In the game, the goal is to retrieve the stolen bird eggs from the enemy pigs and kill the pigs. Players use a slingshot to launch wingless birds through the air to destroy pigs and various structures that are housing the pigs.

If the players complete their mission of killing all the pigs within the allotted time and number of birds, they pass to the next level, where different pigs and structures await to be killed and destroyed. As players progress through the stages of the game, new types of birds and features, such as explosives, become available. Numerous free updates, additional content, and holiday promotions help keep consumers hooked on this game. The global market for applications, or "apps," is already huge and continues to grow at an exponential rate. In 2010 alone, the global app market accounted for $6.8 billion in sales.

Analysts project that this market will see double-digit growth and be worth $25 billion by 2015. Currently over 2 million apps are available and North America produces the most revenue in the app market. However, Asia has the highest number of total app downloads. Of all the apps out there, Angry Birds may be one of the most popular of all time. Angry Birds is downloaded more than 1 million times a day and played for more than 200 million minutes a day.

An executive for the company is exuberant about the app, stating, "Angry Birds is going to be bigger than Mickey Mouse and Mario." A combination of factors has helped lead to Angry Birds' success. • Angry Birds also received a boost from celebrities giving their endorsement by telling fans that they are hooked on the game (e.g., Anja Pärson, a Swedish skier). • The company made Angry Birds very simple to use, increasing its "addictive power." • The unpredictability of the game also lures in consumers. • The company engages in customer relationship management and maintains communication with its customers through social media. However, above all, one company executive attributes Angry Birds' initial success to the Apple platform, which is where Angry Birds started.

The Angry Birds franchise continues to grow and engage consumers by partnering with other organizations and developing new innovations. Soon, they hope to allow users to get special game features as a function of their location. And the company is offering Angry Birds merchandise like speakers in the shape of the Angry Birds characters for assorted electronic devices. In regard to cause-related marketing, the company behind Angry Birds (Rovio) has joined BirdLife International in the fight to save threatened birds from extinction. Rovio is helping to raise awareness of bird extinction issues through the in-game that directs players to visit BirdLife International's web page to learn more about their programs.

Likewise, BirdLife's web page hosts a trivia question about bird extinction that produces a secret level of Angry Birds for those players who visit its site. Discussion Questions 1. The Angry Birds game is a type of innovation. a. Identify whether it is a continuous, dynamically continuous, or discontinuous innovation. b. Conduct an innovation analysis of Angry Birds using Table 7-2 as the basis (for the purposes of analysis, focus on consumers who already use mobile apps).

2. Rovio is engaging in cause-related marketing by teaming up with BirdLife International, a nonprofit organization. How well does this cause "fit" Angry Birds? Discuss the impact that this cause-related marketing partnership could have for Angry Birds. 3. Examine the four cause-related marketing (CRM) consumer segments in Chapter 3. Detail each segment's likely response to the CRM partnership that Angry Birds has with BirdLife International. 4. Angry Birds and many other apps are available in numerous countries. What are some factors that app designers should consider when entering into a foreign market? 5. Angry Birds is appealing to young children because of its simplicity and cartoonish quality. Clearly, children are one of the market segments that Angry Birds is targeting. It is involved in, or is planning, such initiatives as clothing, toys, and Angry Birds Happy Meals. Chapter 6 discusses marketing to children and the consumer socialization process. What ethical concerns should Rovio consider when marketing to children? 6. Angry Birds has been widely popular among Americans. What American values discussed in Chapter 3 help explain why Angry Birds is appealing to such a large audience. Defend your answer

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Angry Birds represents a landmark innovation in mobile gaming, often categorized as a dynamically continuous innovation. Unlike pure discontinuous innovations that create entirely new markets or consumer behaviors, Angry Birds modifies existing gaming behaviors by introducing a new method of gameplay through simple yet engaging mechanics. The core concept of launching birds via a slingshot to topple structures and defeat pigs is familiar in gaming but has been innovatively adapted for mobile devices, making gameplay intuitive and accessible. This positions Angry Birds as a dynamically continuous innovation because it enhances and extends previous gaming experiences without drastically altering fundamental consumer behaviors.

Conducting an innovation analysis using the framework described in Table 7-2, focusing on consumers who already use mobile apps, reveals several key insights. First, the relative advantage of Angry Birds lies in its simplicity and addictive gameplay, offering mobile users a quick and engaging entertainment option compared to more complex or time-consuming apps. Its compatibility with smartphones and tablets is high, as the game’s design aligns with typical mobile device capabilities and user preferences. The trialability of Angry Birds is facilitated by its free to download status, which encourages users to test the game without initial investment. Observability is another strength; its viral nature, coupled with celebrity endorsements and social media buzz, make it easily noticeable and replicable among consumers.

Furthermore, the game benefits from high perceived ease of use and minimal technological barriers, which enhances adoption rates among existing mobile app users. The clear and rewarding goal structure, combined with frequent updates and new levels, sustain user interest and promote continued engagement. Overall, Angry Birds exemplifies a well-executed, evolving mobile app innovation that leverages existing habits and preferences, while continuously enhancing the gaming experience to maintain consumer interest and maximize market penetration.

Rovio's engagement in cause-related marketing (CRM) with BirdLife International aligns well with the brand image of Angry Birds. The game naturally integrates themes of birds and nature, making the partnership contextually relevant. This cause fit enhances Rovio’s brand reputation by demonstrating social responsibility and environmental consciousness, which appeals to environmentally aware consumers and parents concerned about ethical issues related to wildlife conservation. The in-game promotion, along with directing players to BirdLife's website, fosters positive brand associations and raises awareness about bird extinction—a critical global issue. This strategic alignment between entertainment and social good can deepen consumer emotional connections to the brand, increasing loyalty and positive word-of-mouth.

The impact of this partnership can be substantial; it may expand consumer segments who prioritize corporate social responsibility, including environmentally conscious youth and families. It might also differentiate Angry Birds from competitors by emphasizing its social value, potentially increasing user engagement and fostering CSR-driven brand loyalty. Additionally, the exclusive secret levels accessed through environmental education build unique value propositions, incentivizing ongoing participation. Such cause-related marketing not only elevates Rovio’s corporate image but also spreads awareness about critical environmental issues, aligning commercial success with social impact.

Examining the four CRM consumer segments—value-driven, social-driven, novelty-driven, and status-driven—each segment may respond differently to the partnership with BirdLife International. Value-driven consumers prioritize corporate social responsibility; they are likely to respond positively, viewing Rovio as a socially responsible company supporting important environmental causes. Social-driven consumers, who value social interaction and community, may increase their engagement due to the shared purpose of conservation efforts, perceiving the partnership as a way to contribute socially while enjoying gaming. The novelty-driven segment, attracted by new and unique experiences, might respond with curiosity to the cause-related aspects, especially the secret game levels tied to environmental education.

Lastly, status-driven consumers, who seek social recognition and prestige, could see the CSR partnership as enhancing their personal and social image by supporting a socially responsible brand. They might be motivated to promote the game and its cause, thereby reinforcing their social identity associated with ethical and environmental values. Overall, Rovio’s cause-related marketing appeals across consumer segments by aligning gaming enjoyment with meaningful social impact, thereby broadening its market reach and deepening consumer engagement.

When entering foreign markets, app designers should consider several factors to ensure successful localization and adoption. Cultural differences influence gameplay preferences, humor, color schemes, and characters; understanding local cultural norms helps avoid inadvertent offenses and increases acceptance. Language localization is essential, ensuring that instructions, storylines, and in-game prompts resonate with local audiences. Technical considerations include device compatibility, internet connectivity, and platform preferences, which vary across regions. Regulatory compliance, including data privacy laws and content restrictions, must be adhered to, especially when dealing with children or sensitive topics.

Market entry strategies should also account for local competitive landscapes, by researching existing popular apps and consumer behaviors. Marketing approaches may need tailoring, emphasizing local influencers, social media channels, and culturally relevant promotional campaigns. Partnerships with local organizations or celebrities can further enhance credibility and visibility. Understanding payment preferences and monetization models—for instance, free apps with in-app purchases or ad-supported revenue—also influences success. Overall, a comprehensive understanding of cultural, technical, legal, and economic factors is vital for app designers aiming for international success.

Marketing to children raises ethical considerations that Rovio must address responsibly. Given children's impressionability and limited capacity for critical thinking, marketing practices should avoid exploiting their naivety or promoting excessive consumption. For example, marketing toys and clothing should not reinforce harmful stereotypes or encourage materialism. The use of advertising within games should be transparent, age-appropriate, and not overly intrusive. Rovio should also ensure that all communication respects privacy laws related to children, such as COPPA in the United States, and avoid collecting unnecessary personal data.

Additionally, promoting healthy play habits and balancing screen time should be prioritized, preventing overly addictive behaviors that could negatively impact children's physical and social development. Ethical marketing also involves being honest about product features and avoiding exaggerated claims about educational or developmental benefits. Engaging parents and guardians by providing clear information about the content and intended use can foster trust. Overall, Rovio's marketing strategies must uphold ethical standards that prioritize children's well-being, fostering responsible consumption and positive socialization through its products.

American values such as individualism, innovation, entertainment, and freedom significantly underpin the appeal of Angry Birds among a broad audience. The game embodies individual achievement, offering players a sense of mastery and personal success, aligning with the value of individualism prevalent in American culture. The innovative gameplay and creative design reflect the American appreciation for ingenuity and technological progress. The entertainment aspect resonates with American preferences for leisure and fun, often viewing gaming as a cultural pastime. Furthermore, the game’s accessibility and ease of use exemplify the value of freedom—players can enjoy a distraction-free experience anytime and anywhere, reinforcing the American lifestyle of convenience and autonomy.

Additionally, the game's social sharing features and community engagement strategies tap into the American emphasis on social connectivity and collective participation. The widespread popularity of Angry Birds demonstrates how the game aligns well with core American values of personal expression, technological innovation, and entertainment-driven leisure activities, making it appealing to a mass audience across diverse demographics.

References

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