Angry Birds SWOT Analysis, USP & Competitors

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SWOT Analysis of Angry Birds with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Angry Birds

Parent Company

Rovio Entertainment.


Mobile Application - Games


Media & Entertainment

Tagline/ Slogan



Being fun, it has a sense of escapism, bringing out the child in us



People who play games

Target Group

All smartphone users who play games


A story of psychology sociology and addiction

SWOT Analysis


1. High awareness & top of the mind game

2. High revenue and Huge customer base with over 2 billion downloads

3. Many variants are available at affordable price

4. Excellent customer service and public relations

5. They have a policy that they will answer all fan mail regarding suggestions or problems with one of their apps

6. Strong in social media marketing, and also has toys, merchandise, theme-parks on the brand

7. Excellent brand image and good branding strategy

8. Simple, easy to understand and addictive games, allowing a wide range of people to enjoy it

9. Involved in promotional activities like pairing with Rio for a super bowl ad


1. It's difficult to maintain the game new & fresh and keep people coming back

2. People get addicted to games for a short span hence limited brand loyalty


1. Increasing internet penetration & smart phone users

2. Can do brand extension & introduce new angry birds based games

3. Add more characters and keep the game fresh

4. Rovio has also an option of create a movie series based on the angry birds theme

5.Huge potential for in-app advertising


1. Product Substitution and entry of many new products

2.Product life cycle time is less and It's easy to copy an app with rapid technology change

3. Information leaks- competitors are able to access your launch dates for product and create counter strategies like releasing a new product

4.The mobile app industry is very fragile

5. Copyright Infringement- unauthorized selling of angry birds merchandise is being sold in stores around the world



1. Temple Run

2. Fruit Ninja

3. Subway surf



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