Etablir la stratégie marketing autour de "My Epic Stories", une apllication à destination des enfants

Abstract

The subject of this thesis is “Developing a marketing strategy for “My EPIC Stories”, an application made for children”. My EPIC Stories is an application available on tablets created by EPIC Agency, a digital communication company based in Liège. It allows children and their parents to create interactive stories. Indeed, the users can choose a background, add different characters with their animations, several items and music in order to build up stories with several scenes. The users can read or modify their stories as many times as they want. The high expectations for the success of My EPIC Stories and its worldwide spread are the reasons why this project needed a marketing strategy, in order to enter the market in the best way possible. Starting with a short presentation of EPIC Agency and some words about the project "My EPIC Stories”, the thesis will develop an internal and external situation analysis. This will contribute to give some figures about the apps and tablets markets and spot the competitors already settled on these markets. The internal resources of the project, but also of the agency, will also be discussed in this section. The SWOT and the Business Model Canvas will then summarize all the aspects discussed above. The goal and objectives of My EPIC Stories will be set following some theoretical aspects in order to have a guideline for the formulation of the strategy. Finally, the details over the implementation of this strategy will be given before setting some measurements which will evaluate the results of the process. To conclude, some recommendations and suggestions will be advised to EPIC Agency, in order to turn this application into a success.