Candy Crush Saga SWOT Analysis, USP & Competitors

Posted in IT & Technology, Total Reads: 968
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SWOT Analysis of Candy Crush Saga with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Candy Crush Saga

Parent Company

King

Category

Application – Games

Sector

IT & Technology

Tagline/ Slogan

The Sweetest game around!

USP

Candy Crush keeps players hooked through its goal-oriented level structure

STP

Segment

All Internet Users

Target Group

Young population of age group 12 to 25

Positioning

Quick and easy tournament-style skill games at zero up front cost that are accessible virtually everywhere and to everyone

SWOT Analysis

Strengths

1. High awareness – More than 50 Million monthly users

2. Free game with moderately priced in-app purchases

3. Profitable transaction model

4. High micro transaction rate

5. Effective utilization of social media

6. Users have given it a high rating

7. Has been recognized as one of the finest games with several awards

Weaknesses

1. Intense competition from other games means limited and short-lived brand loyalty

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

Opportunities

1. Find new ways to generate revenue other than micro transactions

2. Expand into merchandising, such as a board game, school supplies, or real Candy Crush Saga candy

3. Create a version for smart televisions

4. Make a TV show for kids with cross-promotion for the game (code for free level, based on the episode)

5. Huge potential for in-app advertising

6. Rapid technological development

7. Increasing internet penetration and number of smartphone users

Threats

1. Intense competition

2. Product life cycle time is less

3. Expansion of Facebook into social gaming

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

5. The mobile app industry is very fragile

6. Changes in consumer tastes – continuous improvement is needed – Else it will become obsolete soon

7. Availability of substitute products

Competition

Competitors

1. Fruit Ninja Free

2. Farm Heroes

3. My Talking Tom

4. Temple Run



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