Fruit Bandit Apps by Tang: Critical Analysis of Promotion Strategy

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Information about Fruit Bandit Apps by Tang: Critical Analysis of Promotion Strategy

Published on February 19, 2014

Author: Taraleeha



This presentation articulates critical analysis of promotion strategy taken by Tang which is Fruit Bandit, an application. The analysis has been done in term of target market, stakeholder analysis and tools used for promotion.

Case at a Glance Tang has created a first-of-a-kind game called “Fruit Bandit” as a follow-up to its recent “Twins Campaign” depicting a pair of identical twins having many similarities in their behavior and personalities but, differing from each other when it came to taste. The game has five levels and can be played on all mobile platforms (both Apple IOS and Google Android). This exciting game will challenge the skills of gamers and intrigue them with great action and graphics. The story of the game revolves around Tonty and Monty, the twins, as a band of rogue monkeys kidnap Monty and the latter sets off on a quest to rescue him. With only a slingshot in hand Tonty must take the challenge to the evil monkeys, giraffes, gorillas and bees. Limited stones, incoming fruits and a glass to fill; Tonty needs to be alert at all times to keep an eye out for power-ups.  Fruit Bandit – Apps  Can be paid on all mobile platform  Story of game revolves around Tonty and Monty, two twins

Stakeholder Analysis

Stakeholder Mapping

PESTLE Analysis

PESTLE Analysis (cont.…)

Porter’s 5 Forces Analysis • Few popular brands; bargaining power is low • Import & supply is not concentrated in few hands; bargaing power is moderate. • Pioneerr as well as most known brand in local market. Competitive rivalry is low. • Local initiative not noteworthy; huge opportunity for local initiative exists. So, threat of new entrance is so high. • Lots of brands for substitute products like soft drink, carbonated drink, juice are available in local market. Hence, threat of substitute products is strong. Bargaining Power of Customers Bargaining Power of Suppliers Competitive Rivalry within market Threats of New Entrance Threat of Substitute products

Analysis of Strategic Move

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