Describe Marketing Mix on Video Game Company Square Enix (Essay Sample)

Marketing Mix on Video Game Company
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The Square Enix is a video game developer and distribution company in Japan. It has headquarters in Shinjuku, Tokyo. The marketing mix is the business tools used by the strategic management to penetrate the market. These marketing tools are product, price, place, and promotion. The Square Enix employs the four tools in its marketing. In terms of products, the company develops interactive entertainment video games that cut across all the market segments. The products are freely downloadable on smartphones using QR codes. It also offers a wide variety of the products that cut across all age of the customer segment. Additionally, the company develops games that are compatible with PlayStations, Xbox, Windows PCs and Wii. The company is up to date with latest programming languages giving it a competitive edge in the market. The Enix games are compatible with the mobile platform technologies. The games provide more than 60 hours of game time. The games have rich story lines and quality graphics. The games are unique in the market giving it a competitive advantage in the video game market (Marketing Weekly News, 2013).
The company uses the product promotional strategies to earn and maintain the market share. The company utilizes online advertising to sell its products. These methods are; banner ads on websites, viral videos, social networking, and blogging. Furthermore, it utilizes the celebrity information in the marketing of the company products. Additionally, the company uploads the video games trail on the YouTube. The video trails are the most selling promotional techniques. The trail communicates the customer perception through the number of views. Furthermore, the company promotes the product on the Facebook and Twitter platform. The platform gives the information on the current trending information and gives a chance to the customers to learn more about the company products. Besides, the company advertises game products on televisions and billboard to reach out to the large audience about new products (Marketing Weekly News, 2013).
Lastly, the place is an important business tool to Square Enix. First, the company embraces digital distribution of its products. The model encompasses breaking the complete game into chapters and selling them separately to the customers. Additionally, it distributes the products based on its IPs as well as third party IPs. It works on two different merchandising categories i.e. Square Enix products and SQEX Toys. The Square Enix products contain sophisticated product categories while SQEX Toys offers low priced products. The third party IP collaboration is within and outside Japan. The company sells the games through official merchandising stores (Marketing Weekly News, 2013).
The company prices are relatively good compared to those of the competitors. First, the compan...