Consumer Dynamics and Product Evaluation for the Mobile Game Clandestine Anomaly

In partnership with ZenfriInc, this project seeks tofacilitate the successful introductionof a mobile game called Clandestine Anomalyto the mobile game market. Due to the embryonic stage of the mobile game market this research will use primary and secondary research methods to create a market analysis and inform the market strategy. Firstly, this research will provide an understanding of the business environment by analyzing successful products and their marketing strategies along with industry trends and characteristics. Secondly, this researchseeks to understand the psychological needs, goals and motivations of their potential market of consumers and thus, how to create perceived value. Third, this research will integrate the unique strengths and weaknesses of Zenfriinc. into an appropriate strategy based on the insights of the primary and secondary research.The result will be an informedmarket position that is consistent with the value proposition, marketing messages and product design.

Faculty Supervisor:

Kelley Main

Student:

Partner:

ZenFri Inc

Discipline:

Business

Sector:

Arts, entertainment and recreation; Information and cultural industries

University:

University of Manitoba

Program: