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World of Warcraft Individual Assignment
Due: Sunday, January 30, 2022 by 8 pm
World of Warcraft’s growth is leveling off. To the point in the case,
WOW has been advertising only with launch and expansion, targeting gamers to increase
awareness of the launch or expansion (“new product awareness”). WOW is concerned with the
rate of attrition, which is increasing because some of their consumers get tired of “grinding,”
finding that the repetitive play required is boring. Rather than milking/exploiting WOW while
developing/exploring a new product, WOW wants to either reduce the loss of current users or
grow new users (at a faster rate than losing existing).
WOW has asked you to:
1) identify the best target and explain your rationale
2) discuss what that target does and does not know about WOW
3) identify what the target needs to know (where is the target in terms of the consumer
decision making process and what will move the target toward WOW?)
4) identify the best positioning for WOW to take
5) develop a positioning statement including POP and POD
You should draw upon the consumer decision-making process and the hierarchy of effects model
in developing strong answers. WOW needs your help to make the decisions of who to target and
how to position and thus need for you to carefully explain your reasoning,
Provide a professional, well-written write-up.
