Homework: World of Warcraft
As we discussed in class, World of Warcraft's growth is leveling off. To the point in the case, WOW has been advertising only with launch and expansion, targeting gamers to increase awareness of the launch or expansion ("new product awareness"). WOW is concerned with the rate of attrition, which is increasing because some of their consumers get tired of "grinding," finding that the repetitive play required is boring. Rather than milking/exploiting WOW while developing/exploring a new product, WOW wants to either reduce the loss of current users or grow new users (at a faster rate than losing existing).
WOW has asked you to:
I. Identify the best target and explain your rationale
II. Discuss what that target does and does not know about WOW
III. Identify what the target needs to know (where is the target in terms of the consumer decision making process and what will move the target toward WOW?)
IV. Identify the best positioning for WOW to take
V. Develop a positioning statement including POP and POD
You should draw upon the consumer decision-making process and the hierarchy of effects model in developing strong answers. WOW needs your help to make the decisions of who to target and how to position and thus need for you to carefully explain your reasoning, using concepts from the class (including readings).
Format your homework according to the following formatting requirements:
(1) The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
(2) The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
(3) Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.