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CaPCeL Pvt. Ltd.
CaPCeL Pvt. Ltd. is a developer, marketer, publisher and distributor of video games which was established in 1996 by a dozen students in their hostel. They had taken off by developing a network based game which became a hit in their college and eventually becoming one of the top games played in the country. Gradually their company picked up and they started developing different kinds of games in different fields, like sport, rpg, strategic etc.
Within five years, the company had grown noticeably and they shifted their office to a new complex, employed about 2000 people and floated their shares on the New York Stock Exchange. Meanwhile, they were approaching different companies for acquiring capital so that they could kick off and get real big. One day, lady luck smiled on them and they got an offer from the Fartech Bank which agreed to invest about 10 million dollar initially in lieu of 20% share in the company. They grabbed this opportunity and agreed to strike a deal with the Fartech Bank. With money pouring in, CaPCel decided to diversify to different fields and make their presence felt to the world. To begin with, they undertook the following steps:
1. They launched their own website www.cpclook.in . They tried to emulate the big names like Yahoo, Google etc. They branched out their website providing various services like mail, social networking, daily news, file sharing portal etc.
2. They started launching various novel softwares for academic purposes. They saw this as an opportunity to extend their reach to the student community which will give a boost to their other products. But the company was not doing well. After about a year, the company decided to do a complete and detailed analysis of their products and the response they got.
3. And finally they decided to launch their gaming console, which aimed for a life like experience for the user.
The following was the outcome of the analysis:
1. The website they launched was a big failure. One of the major reasons was the presence of huge names like Google, Msn, Yahoo, Rediff in this area. Though the website was good, there was nothing novel and it failed to excite the public, the young blood in particular.
2. The softwares they had launched for academic purposes also flopped miserably. These softwares were overpriced as a lot of resources went into making them. As a result, people used to shy away from them and instead used the pirated products which were readily available in the black market.
3. Their console also got a bad response, as people said the games available lacked creativity. Although they had a positive response for the gamming engine used but the lack of concpt behind games made the console less popular.
Due to the above factors, the company incurred huge losses. This resulted in a slump in the share prices of the company in the NYSE. The company was in a weak position and the dream of making it big in the gaming sector got crushed. It reacted by cutting costs. 10 percent of the employees were fired. All unnecessary expenditure of the company was cut down.
But the major setback for the company came in early weeks of March, 2008 when the Fartech bank which had supported them financially in all these years and had a stake of 20% in the form of shares in the company became a victim of the financial crisis in the U.S. The bank suffered huge losses as a result of which it filed for bankruptcy. All the money which it had invested in different companies including CaPCel was withdrawn.
This had severe repercussions in CaPCel. Suddenly, a major part of the capital of the company dried up. They did not have enough funds to support the entire company. The price of share of the company dipped by a whopping 40% in a single week. To counter this, the company resorted to heavy cost cutting. It began by firing 35% of the employees, sparing only those who were extremely important for it. Due to the fear of losing job, another 30% voluntarily left the company. It then decided to provisionally close its website. It stopped all its expenditure on advertisement campaigns. The company was in a real crisis and on the verge of lockout.
But the co founders of CaPCel had complete faith in their ability and their company. They decided to brace up and start afresh with the few trusted people who were left in the virtual gaming by storm. After months of hard work and meticulous planning, CaPCel came up with their improved gaming console - CAP (Create And Play) that allowed the gamer to develop his own game and then generating the copyright of the game. The software along with the console gave the chance to very gamer to be a developer hence increasing the number and concept of games. They were know for their graphics hence every gamer cum developer enjoyed playing the game. But this time around, they were cautious not to launch their product in a hurry and go into oblivion in the world as happened with the case of www.cpclook.com. The company decided that it had to not only create a buzz about their software and console but also to restore its original reputation and create a unique brand image. Yours being an able advertising firm, CaPCel approached you for the task. You have to design an ad campaign for CaPCel. The focus should not be only on CAP but on the company as a whole.
You are required to make the following:
1. Logo
2. Tagline
3. Any one of the following.
(i). Web banner (gif or swf)
(ii). An email advertisement
(iii). 2 Magazine advertisements (one color and one black and white).
(iv). 1 banner
(v). A pop-up advertisement
(vi). Poster
The following points must be taken care of:
1. All advertisements should be in keeping with the image of the company i.e. no method should be adopted which conflicts the repute of the company.
2. Logo, fonts, color schemes, symbols, and sound, as well as, values and ideas used in all the advertisements should all be coherent, since they are all creating the brand image for the company.
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