Marketing Mix Of Zapak and 7Ps (Updated 2024)

The marketing mix of Zapak analyses the 7Ps of Zapak, including the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Zapak. Zapak is a prominent online gaming site and portal in India, launched by the Anil Dhirubhai Ambani Group’s subsidiary, Reliance Big Entertainment, in 2006. It is known for hosting various casual games across multiple genres, catering to a broad audience, mainly targeting kids and teenagers ages 8-25. Zapak.com prides itself on offering single-player and multiplayer games, including international titles and games developed around celebrities, making it one of India’s most prominent online gaming destinations. The platform has expanded over the years to include Zapak Gameplexes — physical gaming zones in various cities — enhancing its service offering with a tangible gaming experience. Through its diverse range of games and user-friendly interface, Zapak aims to be the go-to gaming destination for Indian users, providing high-quality entertainment that is accessible both online and offline.

About Zapak

• Type: Online gaming company.
• Industry: Gaming.
• Founded: 2001.
• Founders: Sameer Barua, Anuj Jain, and Rishi Vasudev.
• Headquarters: Mumbai, India.
• Area served: India and other parts of the world.
• Current CEO: Sameer Barua.
• Number of employees: 1,000.
• Major products: Online games, mobile games, and esports.

Zapak Product Strategy

Zapak’s product mix encompasses various online gaming options catering to a broad audience.

The new Product Mix of Zapak in 2024 is as follows (Source).

1. Game Types: Zapak.com features an extensive collection of casual games across various genres. This includes single-player free-to-play games in categories such as Action, Puzzle, Arcade, Strategy, Racing, and Sports. They also offer multiplayer free-to-play and downloadable games, providing a comprehensive gaming experience to users.
2. Exclusive Titles and Celebrity-Based Games: The platform hosts top international games exclusively for the Indian audience and specially created games built around celebrities, adding a unique flavor to their collection.
3. Zapak Extensions: Beyond traditional games, Zapak has expanded its portfolio to include Zapak.tv, Zapak Girls, Zapak Mail, and Zapak Tiny, specifically designed for children aged 4 to 7 years, showcasing their commitment to catering to a broad demographic.
4. Gameplexes: Zapak has established gameplexes in major cities across India. These are 35-seater gaming zones equipped with the best gaming titles, ambiance, and PCs, aimed at offering a world-class gaming experience in a physical setting.
5. Promotional Activities: Zapak engages in various promotional activities to engage its audience, including partnerships with entities like Force India for online games and collaborations for gaming championships, demonstrating their active involvement in creating a vibrant gaming community.
6. Target Audience: While Zapak’s games attract people of all ages, a significant portion of their gamers are 22-35. This demographic includes working professionals, indicating the platform’s appeal to younger and older gamers.
7. Physical Infrastructure: The company boasts high-speed broadband and world-class infrastructure across its gameplexes, ensuring gamers can access top-notch gaming experiences.
8. Process and Accessibility: Zapak’s gaming chains in India are renowned for their high-quality gaming experience, supported by advanced infrastructure and a wide selection of over 200+ games, making it a popular destination for gaming enthusiasts.

Zapak Pricing Strategy

Zapak’s pricing strategy is a well-thought-out approach designed to cater to the diverse needs of its vast gaming audience while considering the cost and price sensitivity of the Indian market. Here’s an overview of their pricing strategy:

1. Affordable Pricing: Zapak has positioned its downloadable game titles at competitive prices, ranging from Rs. 49 to Rs. 249 per game. This pricing strategy is tailored to the Indian market, known for its price sensitivity, ensuring that games are accessible to a broader audience.
2. Microtransaction Model for Multiplayer Games: For multiplayer games, Zapak has adopted a microtransaction model, charging around Rs. 50 per hour. This approach allows users to pay for only what they use, making gaming more accessible and affordable for users who prefer not to commit to higher upfront costs.
3. Value Proposition: By offering top international game titles at localized pricing, Zapak delivers exceptional value to its customers. This value proposition helps attract and retain gamers who seek high-quality gaming experiences without the hefty price tag often associated with international titles.
4. Segmented Pricing Strategy: The varied price range allows Zapak to cater to different segments of gamers. From casual gamers looking for free-to-play options to more severe gamers willing to pay for premium titles or multiplayer experiences, Zapak’s pricing strategy ensures something for everyone.
5. Promotional Pricing and Partnerships: Zapak engages in promotional activities and partnerships, such as gaming championships and collaborations with other brands, to offer special pricing, discounts, or added value to their users. These initiatives help enhance customer loyalty and attract new users through unique value propositions.
6. Dynamic Pricing for Broad Access: Adopting dynamic pricing strategies, particularly in multiplayer games, ensures that Zapak can adjust prices based on demand, special events, or promotions, keeping the platform competitive and attractive to users.
7. Free-to-Play Model with Optional Purchases: By offering a vast array of free-to-play games, Zapak draws in a large user base. The option for users to make in-game purchases for enhancements or to unlock additional features represents a balanced approach to monetization that respects user choice and affordability.

Zapak Place Strategy

Zapak’s place strategy is integral to its marketing mix, focusing on making its gaming services accessible to a broad audience across various platforms and locations. Here’s an overview of Zapak’s place marketing strategy.

1. Online Presence: Zapak.com serves as the primary platform, offering a vast collection of browser-based games globally, making it accessible to anyone with internet access. This online presence ensures that Zapak’s games reach a broad audience beyond geographical constraints.
2. Physical Gameplexes: Zapak has established physical gaming zones, known as Gameplexes, in major cities across India. These venues offer a premium gaming experience with high-end gaming PCs and the latest titles, catering to gamers who prefer an immersive gaming environment.
3. Localized Content and Accessibility: By hosting games that cater to the Indian market, including titles with localized content and celebrity-based games, Zapak ensures relevance and higher engagement from its target audience.
4. Expansion into Mobile Gaming: Recognizing the surge in mobile gaming, Zapak has extended its offerings to the mobile platform, accessible through m.zapak.com and dedicated apps for Android and iOS devices. This strategy addresses the growing gaming trend on the go and expands Zapak’s reach to mobile users.
5. Strategic Partnerships: Through collaborations with brands and entities for promotions and exclusive game launches, Zapak has enhanced its place strategy by leveraging these partnerships to increase its visibility and accessibility among potential gamers.

Zapak Promotion Strategy

In January, Zapak and Force India released India’s first official Formula 1 Team online game at a press event in Mumbai. Present at the event were bowler Zaheer Khan and Bollywood actress Jiah Khan. The Force India & Zapak speed challenge game is up on the website. They had also developed a “Speed Challenge,” where the top scorers can win a chance to go to Malaysia to attend a live F1 race and meet the Force Formula 1 team race drivers.

Kwality Walls has also collaborated with Zapak and has launched the second edition of the gaming world championship for children in the country, the Paddle Pop Gaming League 2009, after receiving an overwhelming response last year with 35,000 participants.

NDTV Convergence, the online arm of NDTV, has tied up with Zapak.com to introduce a game service called NDTV Games. Zapak powers the site and offers more than 25 games in various genres.

Some Recent Video ads and Print ads for Zapak are:

Zapak People Strategy

The “People” aspect of Zapak’s service marketing mix can be outlined through the following points, focusing on the company’s strategies around customer engagement, employee expertise, and overall user experience:

1. Target Audience Diversity: Zapak caters to a broad age group ranging from young children to adults, with a significant portion of its audience being between the ages of 8 and 25. This diversity requires a nuanced approach to customer service and content curation to meet its users’ varied interests and gaming competencies.
2. Customer Support: Zapak likely strongly emphasizes customer support to enhance the gaming experience. This includes technical support for game downloads, play issues, and community management on social platforms where gamers interact.
3. Community Engagement: The brand engages with its community through social media channels, gaming tournaments, and events. This engagement helps gather feedback, understand player needs, and foster a loyal user base.
4. Employee Expertise: The development and management team behind Zapak’s gaming portal will likely possess a deep understanding of the gaming industry, including trends, game development, and user experience design. This expertise is crucial for curating a compelling and diverse gaming portfolio.
5. Inclusivity in Gaming: By offering games across various genres and for different age groups, including games based on famous Indian celebrities and cultural themes, Zapak demonstrates its commitment to inclusivity. This approach helps attract a broader spectrum of gamers, enhancing the overall appeal of the platform.
6. User Experience Focus: The design and functionality of Zapak’s online platform and mobile applications are likely centered around providing a seamless and engaging user experience. This includes easy navigation, user-friendly interfaces, and quick game access.

Zapak Process Strategy

The “Process” element in Zapak’s service marketing mix involves how the company delivers its gaming services to users. Here are the key points that outline the marketing mix of Zapak’s process:

1. User Registration and Access: Zapak provides a streamlined registration process for users to create accounts on their platform. This process is crucial for personalizing user experiences and enabling features such as game progress tracking, leaderboards, and access to multiplayer games.
2. Game Discovery and Selection: The website and mobile app are designed with intuitive navigation and search functionalities, allowing users to easily browse, discover, and select games from the extensive library based on their preferences.
3. Download and Play: For downloadable games, Zapak has established a process that ensures users can easily purchase, download, and install games. This includes clear instructions and support for any technical issues encountered during the download or installation process.
4. Online Gameplay Experience: Zapak ensures a high-quality online gameplay experience through reliable servers and optimized game performance. This involves continuously monitoring and updating their online infrastructure to handle multiple simultaneous users with minimal latency.
5. Feedback and Support: The company has established feedback and customer support channels to address users’ issues or inquiries. This process includes support via email, social media, and possibly a dedicated helpdesk, ensuring users receive timely assistance.
6. Community and Social Interaction: Zapak promotes community engagement through forums, social media, and in-game chat features. This process fosters community among players, encouraging social interaction and competition.
7. Continuous Improvement: Zapak likely employs a continuous improvement process for its gaming content and platform features, incorporating user feedback and gaming trends to enhance the user experience and introduce new games.

Zapak Physical Evidence Strategy

The “Physical Evidence” element in Zapak’s service marketing mix can be highlighted through various aspects that reassure users of the quality and reliability of the service, whether tangible or intangible. Here are vital points reflecting the physical evidence of Zapak products:

1. Website and Mobile App Interface: The design, functionality, and user interface of Zapak’s website and mobile applications serve as primary physical evidence. A professional, visually appealing, and easy-to-navigate interface reassures users of the quality and legitimacy of Zapak’s gaming platform.
2. Gaming Content and Visuals: The quality of graphics, game trailers, and screenshots displayed on the platform provides users with a preview of the gaming experience, as evidence of the entertainment value Zapak offers.
3. Branding and Design Elements: Zapak’s branding, including its logo, color scheme, and thematic design across its platforms and marketing materials, contributes to its identity and professionalism, enhancing user trust and brand recognition.
4. Customer Reviews and Testimonials: Testimonials and reviews from users, visible on the website or through external review platforms, act as social proof of the gaming experience’s quality and customer satisfaction levels.
5. Gameplexes: For physical evidence, Zapak’s Gameplexes — dedicated gaming zones located in various cities — provide a tangible space where users can experience high-quality gaming firsthand. These spaces are equipped with high-end gaming PCs and an ambiance that reflects the brand’s commitment to delivering a superior gaming experience.
6. Partnerships and Collaborations: Collaborations with well-known brands, celebrities, or gaming tournaments are also a form of physical evidence. They showcase Zapak’s industry relevance and its capability to offer exclusive content and events to its users.
7. Social Media Presence: Active engagement on social media platforms, including posts, user interactions, and updates, is tangible proof of Zapak’s active community and responsiveness to user feedback.
8. Security Certificates and Payment Gateways: The presence of secure payment gateways and digital security certificates (like SSL) on the Zapak platform gives users assurance regarding the safety of their personal and financial information.

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