Holistic Marketing

In line with their game, Rovio supports the cause of BirdLife International which is committed to the conservation of critically endangered birds. Rovio has helped rasie awareness through thri website and Facebook page, and rewards fans by giving them access to a secret level in the game.

"We are delighted to support BirdLife International with this new Angry Birds initiative", said Peter Vesterbacka, Rovio’s Mighty Eagle and CMO. "We are pleased to be in a position to help such important conservation action and anticipate our loyal fans will respond very positively to our Angry Birds call to Get Angry and Fight Back."

The new Angry Birds website provides a full marketing platform for Birds Life International allowing them to highlight 189 species of birds, those which BirdLife International classifies as Critically Endangered on the IUCN Red List, and to ask for a donation.

As mobile phones have become more like portable games consoles it has allowed people who wouldn’t normally think of themselves as gamers to pick up a game and get hooked. The very nature of playing a game is to engage with it, and if you can cleverly position a donation or social ask within that game world or aligned closely to it players are more likely to complete your action. Angry Birds has become a worldwide phenomenon with a huge player base. Birds International gets access to the brand recognition of Angry Birds. 

Organization Buying Behaviour

Organization buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

Organization behavior slightly varies from consumer buying behavior because organizations usually buy in bulk rather than single buying. Also the relationship between the buyer and a seller in case of organizational buying is a more personal one. 

For a mobile gaming app there is no physical raw material required for the development of the product. What is required however is services that include the game design/concept/idea etc., the game art and the game code (programming). Most game studios carry the entire operation from beginning to end. Others might choose to outsource some aspects of the game development process. When Rovio developed Angry Birds, they had in-house game design and programming, however the Art was outsourced to a popular artist called Sam Pratt.

Another aspect that a gaming studio has to look into is publishing. As with book publishers or publishers of DVD movies, video game publishers are responsible for their product's manufacturing and marketing, including market research and all aspects of advertising. When Angry Birds was published, Rovio wasn't as big as it is today and hence publishing was outsourced to Chillingo. However, today Rovio has its own publishing and licensing wing.

STP

Segmentation of market for Angry Birds:

Segmentation is a scientific process thus it is important to figure out the variables for segmenting the market. The variables that can be used to segment the market for the Angry Birds gaming app are:

• Demographic- Age, Gender and Family size
• Psycho-graphic- Lifestyle and Personality
• Behavioral- User status and attitude

Targeting of audience for Angry Birds:

The game has an ESBR (Entertainment Software rating Board) rating of 'E' which stands for 'Everyone'. So clearly Rovio intends to target all people regardless of age, gender etc. But the game is more popular among a certain age group and among males. The following is a study by AYTM that has some stats about the TA of Angry Birds.

Positioning of Angry Birds:

After Segmentation and Targeting, the makers will Position their product. Positioning is done by POD (point of difference) or POP (point of parity) method. Angry Birds, when it was launched in the market it was one of the first of its kind of product. But one can say that it adopted the POD method because it was different from other games then available on the App Store, both in terms of offering a cheap price as well as being a very simple to play game so that anyone and everyone could play it. Even though there are many competitors today, Angry Birds has stuck to its cheap price and simplistic game play. 

Consumer Behavior

Consumer Behavior is the study of how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

A consumer's buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence.

The following are some of the reasons for the popularity of the Angry Birds mobile game franchise:

• Simplicity of gameplay
• Spirit of competition
• Success or failure if you win or lose a level
• Cheap to download thus customer satisfaction
• Good graphics and sound

Angry Birds debuted in 2009 and has been downloaded over 300 million times. It’s on track to reach 1 billion downloads in the not too distant future. And here’s where it gets shocking- people play Angry Birds 200 million minutes per day. The following image gives a breakdown of the psychology behind why consumers buy and play Angry Birds.

Sales Management

Sales Management is the discipline of maximizing the benefits a company and its customers receive from the efforts of the sales force.
In terms of Angry Birds, the gaming app, there is no physical sales force as all sales happen in the digital virtual world. The product is paid for through online transactions and bought through one of the online stores mentioned in the distribution channels post. Thus there are no sales persons involved in the process. 

Distribution

Distribution takes place through intermediaries called channels. These channels make the product available to the consumers for consumption.
Angry Birds is gaming app that requires a platform to be played on. This platform could either be a mobile smartphone device with an operating system like iOS, Android, Symbian etc. or it could be a pc or it can even be played on a web browser like chrome. Since the app needs a platform to be played on, the best way for distribution of the app is through the app stores of all these platforms, and that is exactly what Rovio does.
Angry Birds is available on the following mobile and desktop through the following channels:

Brand

Brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

Angry Birds has become a brand in itself. What started off as a mobile app game for the iOS is now associated with so many games and merchandise. Even though the game has been created by Rovio, the brand that has been established is Angry Birds. The symbol associated with it is not the Angry Birds logo but the Red Bird.

Rovio's strategy was to monetize on the fame that the game initially achieved. They did this by creating merchandise like Angry Birds t-shirt, mugs, plush toys, keychains and much more.

The Brand Elements of Angry Birds are the following:

 

Logo

Angry Birds also does a lot of co-branding. They have co-branded with star wars to create 2 Star Wars Angry Birds games. They have also co-branded with the movie Rio to create the Angry Birds Rio game.