Paulina Pérez Parra

Mrs. Arnold Smith

IDC4A: Sports and Entertainment Marketing

November 13, 2023

CCA Just Dance Product Modification Proposal

1) SWOT Analysis for Ubisoft

Strengths Weaknesses

Internationally recognized gaming company Outdated videogames

Fan loyalty Financial revenue issues

Large product mix Repetitive products

Videogames sold through different channels Weak social media platforms

Owns software creation tools Deficient marketing strategies

Opportunities Threats

New technology development tools Better competitor’s products

Animation is becoming more important New innovative videogames

e-sports Distribution of illegal reproductions of the

Gaming becoming relevant on social media games

More markets interested in videogames Changes in consumer behaviours

Unsuccessful social media impact

Just Dance Now is a well-known family and friends mobile video game that features popular

songs to dance with a group of physical people or online with players from other countries.

The new free version of the product now has 5 old-favourite predetermined songs to play

unlimited times without paying the monthly subscription.

3) Marketing goal

Get 60,000 new users for the mobile game Just Dance Now by December 2024 by using a

promotion strategy for the new version applied on social media apps like Instagram and

TikTok.

4) Point of difference

The promotion of the product can be considered the main point of difference, mostly because

of the branding. Just Dance carries a strong brand identity that makes it stand out from other

videogames that offer a similar experience such as Zumba Fitness, and the Disney’s Fantasia:

Music Evolved. Even though it is not commonly advertised, Just Dance is the first thing that

comes to the consumers’ minds when they think of videogames to dance.

5) Target market for the product

school and university students living a young and single lifecycle who belong to a

middle-income family.

- Geographics: Focused on the American continent, mainly in the North American region

involving the United States and Canada. Meant mainly for suburbs and urban areas.

- Psychographic: Just Dance is dedicated to people who value their family and friends and

think that taking a break is very important for their mental health, this market has

probably a fun and active personality, most of them probably live a lifestyle of people

who party a lot and does not like being alone. Most players are interested in popular

music. They visualize product as a fun way to spend time with other people.

- Behaviouristic: Just Dance is mostly purchased for different party occasions such as

birthdays and friend reunions. The video game has over 700 songs available for the VIP

version which involves a high usage rate, all these songs are as well a benefit for the

customer as there is a wide variety of dances and artists. People who have played Just

Dance are attached to it and play it instead of any other games.

6) Market research

a) Product

a. Have you played Just Dance before? How much time do you spend playing

Just Dance?
 b. Did you know Just Dance had a mobile version? Would you be interested in

trying it or playing it instead of the console version?

c. What do you consider is the most interesting thing about Just Dance?

b) Price

a. How much money would you pay to play Just Dance Now?

b. Would you pay $2.99 USD to have access to the whole catalogue of 700 Just

Dance songs for a day and $24.99 USD for a year?

c. Do you think there are similar products that you can get for cheaper prices?

c) Place

a. If you ever think about to buying a subscription or a VIP Just Dance pass,

where would you buy it?

b. What do you prefer, buying subscriptions online or in a physical store?

c. Would you buy the subscription through the Ubisoft online store?

d) Promotion

a. Have you seen Just Dance ads on social media?

b. If you see that Just Dance appears on a popular tv show or music video, will

you be interested in playing it?

c. If you have heard of Just Dance before, where did you hear about it?
Focus group analysis

Number of participants: 8

Marketing Mix Analysis

Product Most participants know the videogame and have played it before.

Some of them agreed they would spend at least 2 hours playing,

while others could not tell because they have only played the demo

version or have never played before. A great majority did not know

that Just Dance has a mobile version, but they agreed that they

would like to try it. Finally, everyone agreed that the most

interesting thing about the videogame is the variety of songs that it

offers and the embarrassing dances that provide lots of fun.

Price At first all participants said that they would not pay for the mobile

version of Just Dance as they can find the choreographies on

YouTube, so they agreed that it is not worth it. Then, knowing the

advantages and the settings that the videogame has, some of them

agreed that the prices offered by the app are reasonable according to

the usage rate of the person who purchase it, other kept their idea

about the product and still think it is worth paying for the service.

Place They rather get the subscription or membership online, but also

thought about the option of purchasing it through gift cards sold on

convenience stores. On the other hand, the great majority said that

they would not buy the product on the online Ubisoft store as they
 prefer the Apple App Store or the Play Store because they think that

it is more practical than having their own account than creating a

Ubisoft one.

Promotion The people who participated said that they have heard of Just Dance

a long time ago, and most of them agreed that Just Dance has not

been promoted through social media as much as other video games

and entertainment products. Some of them added that the game

seems outdated as it is not as popular as it was before. Participants

admitted that they would be interested in playing Just Dance Now if

they saw it featured on a TV show or music video as a product

placement, which might also involve endorsements with artists.

Link to the focus group video:

[Link]
 Works Cited

Bruno. “Ubisoft: Economic difficulties and governance in question”. [Link]. 2023.

[Link]

in-question-

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[Link]

Accessed November 8, 2023.

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[Link] Accessed November 8,

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